Project 1: Protinex

Market Opportunity Analysis

Segmenting, Positioning and Branding
Learner Name: <Nishanth Venkatesh>
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.)
Answer 1

Segmentation Geographic: Tier 1 and tier 2 cities

Demographic: Working adults( middle to upper class) aged 25+

Psychographic: Health conscious, leading active lifestyle, working towards fitness and self
improvement(diet, gym etc.)

Behavioural:
Targeting

Differentiated targeting is in place via categories of illness, wellness, and fitness. As shown
in the video, protinex within these categories targets various segments.
Ex. Protinex diabetes care within Illness, Protinex bites within wellness and so on.

Positioning

Product is positioned as a premium means of supplementing the daily protein needs of the
family
Reasoning for segmentation
● Working people that are in their mid 20s and above, who are seeking a
healthy lifestyle are more likely to seek products such as Protinex if marketed
as an essential supplement of protein. Geographically speaking such
customers are highly concentrated in T1/T2 cities. Considering that the
product in question is priced at premium rates as compared to competitors,
customers are largely likely to be middle-upper class people.
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.
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.

With respect to the HFD market, I premium

believe that the 2 main factors to

consider are cost and age. My
reasoning is that in the marketing of Enfamil Ensure Protinex
Health Food drinks, age is often the
primary factor taken into
consideration. An example being
complan and Horlicks focusing on For children For adults
growth in children, and of course
Protinex original which is catered
towards adults as a daily protein Horlicks Complan Boost
supplement. Another factor to keep in
mind is whether the pricing is very
high or kept affordable.

Affordable
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]’.
Answer 3

Enter your response

Protinex is positioned as a premium choice to keep up the family's daily protein consumption
needs. A number of known local competitors such as Horlicks, Complan, Boost etc. are
saturating the sector targeting youths and low income families. Seeing as Protinex has a
history of being among the most trusted prescribed protein supplements, having a premium
pricing would work well in instilling perceived value in customers. While there is competition
in the ‘premium adult health drink’ sector such as ensure, the major focus on protein should
offer sufficient distinction in the minds of prospective customers.
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.
Answer 4
Product: Protinex, alongside its famous original protein supplement, has expanded its offerings, catering niches like mothers,
diabetics, fitness enthusiasts, and even children. Expanding its product lineup in such a fashion has certainly helped the brand
transition from a ‘prescription product’ image to an ‘everyday nutrition’ product instead.

Price: Protinex original has always been targeting higher income demographics. While sticking to the pricing method is certainly
viable, the option of lower cost adult supplements should be considered. That sector is not very populated by competitors.
Moreover, affordable pricing would also aid in transitioning to being an ‘everyday’ option as by their nature, customers wouldn’t
want to drop a lot of bank on a daily basis if possible.

Place: In order to make headway as an everyday brand, it is important to increase accessibility. Essentially Protinex needs to be
available in as many major retailers in t1/t2 cities as possible. Moreover the same must hold true for large online retailers like big
basket and amazon groceries. Largescale availability in grocery stores/websites allows customers to associate Protinex with their
everyday groceries.

Promotion: The means of promotion should widely be present on both social media channels like Facebook and Instagram, as well
as mass media channels like TV ads. The reason of course being to maximize reach. Making use of display ads linking to affiliate
stores or own website would also be ideal.
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.
Answer 5
Digital Content:
written content on owned website, and digital ads on paid platforms are the major digital content for the product. Aside from
that, descriptions of product to convey the purpose and advantages of Protinex to customers on shopping sites.

Digital Devices: Laptops, desktops and tablets are all included. However majorly smartphones need to be focused owing to the
current culture. If a prospective customer is convinced to try Protinex while on their smartphones, there is a high chance that they
will immediately make a purchase owing to convenience over other devices in switching tasks(here finding info to making
purchase).

Digital Channels: Google(SEO,SEM) is important so that when customers are looking for health based food/drink or supplements,
Protinex is among the first recommended to them. Social media such as Facebook and Instagram are also invaluable in reaching
potential customers and spreading brand awareness.

Digital Metrics: Firstly keeping a track of impressions and reach to understand the exposure level of your content. As such it is also
important to track engagement. This will give you some idea as to whether customers are truly beginning to view Protinex as an
everyday product. But to that end reviews will be the deciding factor on whether marketing Protinex as an everyday brand was a
successful endeavor or not.