RAJVI VAIDYA-Protinex Case Study

Project 1: Protinex
Market Opportunity Analysis

Segmenting, Positioning and Branding
Answer 1
Segmentation Geographic: it involves targeted customers according to their regions, nations and
geographical segmentation all over.
1. Population: Protinex is targeting all type of generation so they should focus on parents
and adult population.
2. Regional products: They have introduced products related to the climate and health
condition of a particular region. They should address health issues facing by particular
region and spread awareness.
Demographic:
1. Age: It is family based nutrition product. Targeting parents and young adult.
2. Gender: They are targeting both male and female.
3. Income: Protinex is three time more expensive than other nutritional products so they
are creating new market and targeting middle to high income people and also doctors
are prescribing protinex.
Psychographic: They have categorized their product by different flavors, illness, wellness
and fitness.
Behavioral: Doctors are prescribing their product and this will give consumer motivation,
trust and health benefits.
Targeting It is direct to consumer brand and targeting parents and adults. Everyday bases products
which focused on health benefits. So targeting those who are focused on illness, wellness
and fitness.
Positioning They positioning through their product benefit. Spreading awareness that in everyday life
we are lacking of nutrition which can fulfilled by proteinx.
Answer 2
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.
High Protein
Nestle
Protinex
Inexpensive Expensive
Ensure
X- price
Y- protein
Horlicks
Low protein
Answer 2
Value proposition of Protinex is everyday nutrition based drink for adults. They have introduced their product as
direct to customer product. They are focusing on three categories, 1. illness, 2. wellness and 3. fitness. They have
introduced new campaign called #DontMissOut which shares protein awareness in India. As their main focus is to
cure lack of protein they said that 70% people are having poor muscle and around 68% are having low protein. By
that they shared that for happiness and strength of your family you should not miss out protein.
They have major three competitors,
1. Horlicks
2. Ensure
3. Nestle
● Looking at perceptual mapping I have categorized two major category which is price and protein as we saw
it’s value proposition. So comparing their competitor protienx is comparatively as low price and high protein.
They have reasonable price and it proved that can help to control hunger more. Nestle has higher protein but
their price is expensive and ensure and Horlicks are having low protein and low price.
Answer 3
Enter your response

Positioning statement
Protinex has applied 4C’s model for their positioning.
1. consumer:
your product should have something that consumer find helpful and desirable and Protinex’s advertisement shows that the
Indian food that you are consuming everyday has not enough protein. And that could lead us to tiredness and weakness and that
would affect our productivity. So they are positioning in consumer’s mind that most of Indian food has lack of protein that could
be the reason for your tiredness and weakness.
2. cost:
protinex price is not that expensive to their competitor. They are providing high protein than their competitor. So it satisfied
consumer’s need. They are providing rich nutrition composition in everyday life as they showed in their advertisement that
#DontMissOut it shows that how peotienx is important in our life and after this positioning we will nit mind price perspective
anymore.
3. communication:
they are facing challenge of awareness because there are many myth in the mind of Indian people about protein. So their
communication is important to consumer. They have categorize their product in illness, wellness and fitness. Like they have
different flavors and different products for different health concerns. And both of their advertisement has conveyed that these
are issue that faced by almost 80% of Indians.
4.Convience:
as they have started with doctor’s prescription they have shifted it to trade stores. Now they are introducing their products as
direct to consumer.
Answer 4
Product: protinex is mostly focused on wellness like everyday strength and health issues. They have high protein and low sugar
category for those who are in fitness but they did not have introduced whey protein products which most preferable for someone
who is into fitness. Research has said that taste of protinex is not appealing some of the consumers so they can do better tasting
like their competitor and they should have packaging saying we have more protein than other competitor that would help in
positioning.
Price: their price is similar to Horlicks and ensure. Their pricing should be according to their demand. Protinex is available in over
250,000 outlet stores and they have various flavors and category which differ price. They have open new revenue stream and that
will assure the brand higher sales because they have variety of product according to consumer’s need.

Place: as they shifted to trade stores, they are also available at online stores as well. They have reached to 250,000 outlets that
includes supermarket, convivence stores etc. And they had changed image of their product like it’s not a doctor prescribed product
only it is your everyday nutritional drink. So they are changing mindset of consumer so that they could be at consider stage.
Promotion: Awareness is the major challenge for Protinex. Their product is for adults and they are very much taking benefits of it
by promoting their products on digital platforms like Facebook and Instagram. They also promote their product with fitness
influencers and food blogger or chefs to come up with healthy recipes.

Answer 5
Digital Content:
• Blog-post- to spread awareness of their product with actual issue of our everyday life they can collaborated with some fitness
expert or opinion leaders. That will leave impressions in consumer’s mind and reach of your product will increase.
• Digital advertisement- they introduced their promotion in various digital platforms in results they have reached to over one
million people and their 400% of growth increased in Instagram. They have received many new users.
Digital Devices:
Mobile: their social media and digital advertisements are available on phone and they are also branding through calling and email.
Their target customer are adults and all adults have digital device with them so this is most important device.
Commercial ads: they are also targeting parents who want healthy life for their family so commercial ads are most important as
they are targeting parents as well.
Digital platforms: Facebook pain ads, Instagram promotion and YouTube ads are part of their marketing plan as they are reaching
to adults and promoting their brands with collaborating famous influencers and bloggers.
Digital Channels:
• SMM- promoting their brand on Facebook, Instagram and other digital platforms. This is most successful and important device
for branding because it has more audience. As they collaborate with food bloggers, chefs and fitness influencer they also
introduced everyday conversation with experts.
• SEO- after promotion your product this will help you to track your reaches.
• Email marketing- they are doing direct consumer marketing by calling people and tell them to take pledge that they will have
protinx in everyday life.
Digital metrics:
traffic metrics: offering some fitness challenge or contest which promotes their product like and
example, they have introduced a camping where they call people and ask them to join in pledging
protinex. In result they got around 38 lakh of successful calls which shows that reach of your brand.
Conversion metrics: as the above example they have reached to 38 lakh people and around 1.3 lakh
people took pledge so their conversion rate is around 29%.

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Project 1: Protinex

Market Opportunity Analysis

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