3. Q1. Based on the details shared in the video, come up with various criteria
based on which Protinex could do segmentation, targeting and positioning.
Additionally, provide your rationale for it. Mention at least three criteria for
segmentation.
(Word Limit: 200 words for your entire answer)
(Note: Only the segmentation part of slide 1 will be graded in this question.)
4. Answer 1
Segmentation Geographic: we have to target the people from the areas/cities where’s the life of the people are very busy
and they can not take care of their health due to busy schedule like ,delhi,mumbai etc.
And also target people form urban and semi urban area who are little bit conscious about their health.
Demographic: Target the people who comes under higher income group or upper middle class family who
can effort the extra supplement in their daily routine diet as well as such a gender ,group of people form
particular age who requires healthy diet like working women's, growing child, etc
Psychographic: we can target those people who are really concern about his fitness, or people who want
to be fit
Behavioural: target the people who regularly using protein or extra diet supplements to stay fit and healthy
like athletes ,weightlifter etc
And the people who wants healthy and tasty drink both
Targeting Undifferentiated :- All the People who wants healthy life.
Differentiated : All the people who regularly using healthy drink for their fitness.
Niche:All who wants to try some new healthy an tasty drink.
Positioning Positioning of the product should be like healthy drink and tasty drink at good price
5. Q2. Based on the information given in the video, how would you plot Protinex on the
perceptual map? Have you seen any shifts in the last few years?
(Word Limit: 120 words)
You can follow these steps:
What parameters can you differentiate on? Mention the 2 most important factors with regards to
HFDs. These will act as the axes for your perceptual map.
Create a perceptual map for the HFD players in India (You will have to show Protinex + competitors in
the HFD sector). Add the image of your map in the solution ppt.
6. Enter your response. You may also draw the perceptual map with pen and paper and add an image of the same. Add the
positions of Protinex and its competitors.
HFD players in India- Proteinx ,Bournvita, Horlicks,Boost,complan & Powervita.
We can differentiate HFD in two important parameters –Price and Nutrition value.
1.Proteinx is comes under category 1 - high cost and high nutrition value.
It has higher cost and high nutrition value other than HFD available in market with zero added sugar.
2.Complan comes under category 2 –High cost and less Nutrition Value.
It has higher cost than horlicks and bournvita but has less nutrition value .
3. Horlicks comes under category 3 –Low cost but High nutrition value
It has low cost in compare to Proteinx and less nutrition value than protenix but
higher nutrition value in compare to bournvita ,boost and complan.
4. Bournvita comes under category 4 – Low cost and less nutrition value.
Bournvita has low cost and very less nutrition value in compare to all the other
Product .
Answer 2
1.
Proteinx
2.
Complan
3.
Horliks
4.
Bournvita
,Boost
High
Nutrition
value
No
/less
Nutrition
value
High cost
Low cost
* All in their original variant
7. Q3. Drawing insights from what you saw in the video, devise a positioning statement for
Protinex.
(Word Limit: 120 words)
As a recap, the framework of a positioning statement is given below:
‘For [target market], Protinex is [frame of reference/competitive set] that [key benefits, unique value
claim] because [reasons to believe, evidence]’.
8. Enter your response
Proteinx can target to those people who are having deficiency of protein in their daily routine life and they are not aware of it.
Like in video says 80% of the Indian population having protein deficiency and most of us having myth that we are having good
protein in their daily routine. The diet we are taking are not sufficient to complete protein requirement as we actually needed,
most of the protein that we take form food ,lost during the cooking of food .
In India house wife's and working women's don’t have much time to take care of herself in that case they all are facing many
health related problems in their life .By proteinx we can target to those people who are facing health issues and aware/tell
them that they are suffering from protein deficiency .
And by this product we can target to those people also that who want to be fit or already fit.
Answer 3
9. Q4. Build your marketing mix to help Protinex shift from a prescription-based brand, to
an everyday nutrition brand. You will have to mention the rationale behind each of
these.
As a recap, the 4Ps of marketing — Product, Price, Place, and Promotion — are distinct factors that
marketers can influence in order to create a meaningful product or service and market it to a defined
audience.
Note: Please draft at least 30 -70 words for each of 4Ps.
10. Answer 4
Product: Proteinx is a high quality product for the people who are fit ,wants to be fit and who all are facing deficiency of protein
Product is also for the people who needs rich protein in their daily life like athletes ,sportsperson, gym goers and working man, women and students.By
the proteinx different variant like proteinx mama,proteinx diabetes care we can also target pregnant ladies and diabetes patients
Rationale- a high quality and healthy product for protein requirement with zero added sugar.
Price: Price range should be in range lower to higher so that every one and every person can effort it according to their needs.
In India every one facing protein deficiency so the price range should be in in everyone’s reach.
Rational:- HFD market is very big market and there are so many competitors are there so price should be in everyone reach.
Place: Product should be sold on both offline and online platform .offline in mega store or big store like-bigbazar,easyday,megastore,spencers and
online in its own website and flipkart,amazon etc with all the variants.
Rationale- online and offline platform gives more customers attention and reach ,with offline and online mode gives customer more option and
convenient.
Promotion: For the promotion of such kind of product like Proteinx their should be a celebrity who is physically fit and famous sports person /Athlete.
For promotion company organize sports events give sponsorship in mega events like IPL ,National Games etc.
Rationale- Such kind of promotional activity create a good image and leave a good impact of customer mindset.
11. Q5. Now that you have finalised the marketing mix for Protinex, you have to create a
digital marketing go-to strategy. You can use the digital marketing framework you learnt
in DM Channels and Metrics module. You will have to identify the digital content, digital
devices, digital channels, and digital metrics to track for Protinex, with the rationale
behind each.
12. Digital Content: Digital content is that by which you reach online customers.
For the Proteinx we can choose social media page Promotion and Display ads .
Rationale- By social media page promotion we can specifically target fitness pages ,fitness group etc
Digital Devices:Mobile,tablet,computer
In today's scenario most of the mobile user having their social media account so by targeting we can easily reach to right tagert audience.
Rationale- with the help of digital device we can easily reach the right audience at lower cost and in less time
Digital Channels: Digital Channels is that medium we can reach our digital customers.
Like-Facebook page,google,linkdin,Youtube,Tv commercial.etc
Rationale- these channels are very effective by all these channels we can easily understand customers taste by like, click, views, reviews and
share
Digital Metrics:
1.Traffic Metrics –its will show how much engagement we got on that particular promotional activity.
2.Conversion Metrics- its will show how many customers visited and respond on link and buy the product
3.Revenue Metrics-It will show how much we spend to acquire particular customer and how many customers come back for further purchase
or to purchase next product .
Answer 5
