Internal Assessment – I

BRAND AND PRODUCT MANAGEMENT

Submitted To- Mrs. Dr. Priyanka Rawal Ma’am

S.NO NAME ROLL NO. SIGNATURE
1. Ishika Maithil 2023BMS020
2. Priya Mahto 2023BMS035
3 Ayesha Ali 2023BMS012
4. Ananta Mishra 2023BMS007
5. Ritika Jain 2023BMS037
 ACKNOWLEDGEMENT

We would like to express our sincere gratitude to everyone who

contributed to the successful completion of this marketing report. We
are deeply thankful to our instructor [Mrs. DR. Priyanka Rawal
Ma’am] for their constant guidance, valuable insights, and
encouragement throughout the project.

We would also like to extend my appreciation to my peers and

teammates for their cooperation and constructive feedback, which
greatly helped in refining this report.

Finally, We are grateful to all respondents and participants who

provided essential information and data that made this study possible.

Their support and contribution have been invaluable in helping me gain

a deeper understanding of marketing concepts and their practical
applications.
 TABLE OF CONTENT
Introduction 5
Brand Identity & Elements ..................................................................................................................................... 5
Problem & Opportunity ........................................................................................................................................... 6
Market Trends & Consumer Insights ................................................................................................................. 7
The Solution: NutriGo ............................................................................................................................................... 8
Product ............................................................................................................................................................................ 8
Business Model ............................................................................................................................................................ 9
Unique Selling Proposition (USP) ..................................................................................................................... 10
Competitive Benchmarking................................................................................................................................. 11
Marketing & Go-to-Market Strategy ................................................................................................................ 11
Sustainability & Social Impact............................................................................................................................ 12
Financial Snapshot .................................................................................................................................................. 13
Brand Story & Vision .............................................................................................................................................. 13
Segmentation, Targeting & Positioning (STP) ............................................................................................ 13
➢ Market Segmentation ................................................................................................................................... 13
➢ Target Market .................................................................................................................................................. 14
➢ Positioning Statement .................................................................................................................................. 15
Roadmap & Launch Plan....................................................................................................................................... 15
2. Launch Phase (Month 0) ........................................................................................................................ 15
3. Post-Launch Phase (Months 1–6) ...................................................................................................... 16
4. Growth and Expansion (Months 6–12) ........................................................................................... 16
SWOT Analysis ..................................................................................................................................................... 16
Strengths............................................................................................................................................................ 16
Weaknesses ...................................................................................................................................................... 17
Opportunities................................................................................................................................................... 17
Threats................................................................................................................................................................ 18
Conclusion & Call to Action ................................................................................................................................. 18
Visual: Market Growth...................................................................................................................................... 19
Visual: Cost Structure........................................................................................................................................ 20
 NutriGo

Sip the Goodness, Skip the Guilt.

Introduction
NutriGo is a plant-based ready-to-drink protein shake crafted for today’s fast-paced
lifestyle. It is designed for health-conscious individuals who seek convenience
without compromising on nutrition or sustainability. Modern consumers, particularly
students, professionals, and fitness enthusiasts, face the daily challenge of balancing
demanding schedules with their wellness needs. NutriGo offers a seamless solution
by combining plant-based protein power with eco-friendly practices, ensuring both
personal health and planetary well-being.

Unlike traditional protein options that are either dairy-based, artificially enhanced,
or inconvenient powders, NutriGo stands out as a clean-label, guilt-free beverage. It
embodies the values of wellness, transparency, and responsibility, aligning perfectly
with the evolving preferences of urban, eco-aware, and fitness-driven consumers.

This pitch deck presents NutriGo’s brand story, market opportunity, unique value
proposition, business model, competitive landscape, and strategic roadmap. It aims
to showcase NutriGo as not just a beverage, but a lifestyle brand that redefines
nutrition on the go.

Brand Identity & Elements

NutriGo’s brand is built to emotionally connect with health-conscious, eco-aware
young consumers.

• Logo: Simple yet energetic, showing vitality.

• Tagline: “Sip the Goodness, Skip the Guilt.”

• Color Palette: Earthy greens, browns, symbolizing natural living.

 • Personality: Energetic, responsible, friendly, trendy.

• Tangible Identity: Recyclable bottles, transparent labeling, natural flavors.

• Intangible Identity: Stands for wellness, trust, balance, and eco-

responsibility.

Problem & Opportunity

The modern consumer is increasingly health-conscious, but their lifestyle is also
faster and more demanding than ever before. Between work, education, family, and
social commitments, the average urban individual struggles to dedicate time to
healthy meal preparation. Protein is an essential macronutrient for muscle recovery,
sustained energy, and overall health, yet the majority of available protein options fall
into one of three categories: dairy-based (milkshakes, whey powders), overly
processed with preservatives and artificial flavors, or time-consuming powders that
require mixing. This gap in the market represents a huge opportunity: consumers
want clean, plant-based, ready-to-drink (RTD) options that fit seamlessly into their
on-the-go lifestyle. NutriGo directly addresses this opportunity by bridging
convenience, nutrition, and sustainability in a single product.

Market Trends & Consumer Insights

The global plant-based beverage market is growing at a rapid pace. Reports indicate
that the RTD nutrition drinks segment alone is expected to reach over $10 billion by
2027, driven by urbanization, rising disposable incomes, and lifestyle diseases. A
growing portion of this demand comes from millennials and Gen Z, who not only
prioritize health but also align their purchases with ethical and sustainable values.
Key trends shaping the market include:

• The rise of veganism and flexitarian diets.

• Increased prevalence of lactose intolerance and dairy allergies.
• Consumers scrutinizing labels for 'clean' ingredients.
• Growth in fitness culture and demand for convenient nutrition.
• Eco-consciousness influencing brand choices.

Consumer insights reveal that 68% of urban millennials prefer products that are
both healthy and sustainable, while 54% are willing to pay a premium for eco-
friendly packaging.
 The Solution: NutriGo
NutriGo is more than a drink—it is a lifestyle solution. It is designed for people who
are constantly balancing deadlines, workouts, and personal commitments, yet do
not want to compromise on their nutrition. Each NutriGo shake is crafted with high-
quality plant proteins (pea, almond, oat), providing essential amino acids without
dairy, artificial flavors, or preservatives. Its unique positioning lies in being ready-
to-drink, removing the hassle of powders and mixers. By focusing on clean-label
transparency and eco-conscious values, NutriGo ensures consumers enjoy guilt-free
nutrition that is good for both their bodies and the planet.

Product
NutriGo’s product range reflects both functionality and indulgence. Flavours are
carefully chosen to appeal to health-conscious consumers while retaining
mainstream appeal:
• Classic Chocolate – Comforting yet protein-rich.
• Vanilla Almond – Smooth, creamy, and slightly nutty.
• Strawberry Rush – Fruity and refreshing for light consumption.

Each 200ml serving delivers ~12–15g of protein and is packaged in recyclable glass
bottles with aluminum caps, minimizing environmental impact. Transparent
nutritional labeling reinforces brand trust, while the design emphasizes modern,
eco-conscious aesthetics.
 Business Model
NutriGo’s business model is structured to maximize profitability while ensuring
accessibility:
• Pricing: Premium yet affordable at ₹120 per unit.
• Cost: ₹85 per unit (Raw materials ₹40, Packaging ₹20, Distribution ₹10, Marketing
₹15).
• Margin: ~29% per unit.
• Channels: Retail, e-commerce (D2C), gyms, cafés, and modern trade outlets.
• Value propositions: Introductory discounts, subscriptions at ₹110, and bulk
purchase incentives.

The blended strategy ensures NutriGo is aspirational but not exclusionary,

positioning it for mass adoption across urban youth segments.
 Unique Selling Proposition (USP)

NutriGo differentiates itself in the market through the following key features:

• 100% Plant-Based Protein – Vegan, dairy-free, and lactose-free.

• Ready-to-Drink Format – Provides ease of consumption, unlike powders

requiring mixing.

• Clean Label – No preservatives, no added sugars, and no artificial flavors.

• Dual Benefit – Boosts daily energy while supporting long-term wellness.

• Sustainability-Driven – Eco-conscious, recyclable packaging, and cruelty-

free practices.

Together, these attributes make NutriGo not just a beverage but a lifestyle choice for
modern consumers.
 Competitive Benchmarking
NutriGo operates in a competitive but fragmented market. Key players include:
• Strive Vegan Protein Shake: ₹48 per 200ml, but lower protein (~12.6g) and
limited brand visibility.
• Phab Protein Milkshake: ₹105 per 200ml, higher protein (~18g) but dairy-based.
• Stayfit MilletFit: ₹60 per 200ml, positioned as a millet-based alternative but lacks
strong branding.

NutriGo’s differentiation is clear: clean-label, premium convenience, eco-conscious

values, and strong branding that aligns withs modern wellness trends.

Marketing & Go-to-Market Strategy

NutriGo’s launch will be powered by a 360-degree marketing plan:

• Digital Marketing: Hyperlocal ads on Instagram, Facebook, and YouTube
targeting students and professionals within 5–10 km of gyms, cafés, and colleges.
• Influencer Collaborations: Partnerships with student leaders, fitness coaches,
and eco-conscious influencers.
• Celebrity Endorsement: Shilpa Shetty as brand ambassador brings credibility,
reach, and lifestyle resonance.
• Offline Strategy: Sampling activations at campuses, gyms, and cafés; vending
machine placements; posters and standees.

This mix builds awareness, drives trials, and fosters loyalty.

Sustainability & Social Impact

NutriGo’s brand promise extends beyond health to planetary well-being. Key
initiatives include:
• Packaging: Shift from plastic to recyclable glass bottles with a return-and-refill
system.
• Incentives: 'Return this bottle – Get ₹X off' messaging to promote reuse.
• Sourcing: Oats and almonds procured from regenerative local farms.
• Certification: Pursuit of Organic and Vegan certifications.

This eco-first approach differentiates NutriGo in a competitive market and builds

brand loyalty with conscious consumers.
 Financial Snapshot
NutriGo’s cost structure per unit ensures profitability while maintaining
accessibility:
• Raw Materials: ₹40
• Packaging: ₹20
• Distribution: ₹10
• Marketing: ₹15
• Total: ₹85
• Selling Price: ₹120
• Gross Margin: ₹35 (29%)

Revenue streams include retail sales, online subscriptions, and bulk purchase
discounts. Scaling will improve margins further due to economies of scale in
sourcing and logistics.

Brand Story & Vision

NutriGo was born out of the realization that modern life forces individuals to
compromise between nutrition, convenience, and sustainability. Our story is built
on community, connection, and clean living. NutriGo is not just a product; it’s a
lifestyle movement that encourages smarter choices. Our vision is to become India’s
leading plant-based RTD brand, inspiring millions to live healthier lives while
protecting the environment.

Segmentation, Targeting & Positioning (STP)

➢ Market Segmentation
Demographic Segmentation

• Age Group: 18–35 years

• Geographic Location: Urban areas

• Income Level: Middle-to-upper income consumers who can afford premium

health-oriented beverages.

Psychographic Segmentation

• Health-conscious individuals who prioritize wellness and fitness.

• Eco-aware consumers who value sustainability and ethical practices.

 • Fitness-focused and time-pressed people who prefer convenient, ready-to-
drink products over traditional supplements or powders.

Behavioral Segmentation

• Consumers who actively read nutritional labels before purchase.

• Preference for clean and natural products without artificial additives.

• People seeking transparency and long-term health benefits in their dietary

choices.

➢ Target Market
NutriGo has identified four primary target groups:

1. Students – Needing quick, nutritious energy boosts between classes or

during study sessions.

2. Working Professionals – Seeking convenient meal replacements or snacks

during hectic workdays.

3. Fitness Enthusiasts & Athletes – Looking for post-workout recovery drinks

rich in plant-based protein.

4. Lactose-Intolerant / Vegan Consumers – Who cannot consume dairy and

prefer cruelty-free, plant-based alternatives.
 ➢ Positioning Statement
“NutriGo is a clean, plant-based protein shake that combines convenience, nutrition, and
sustainability for people who want to stay energized and healthy without compromise.”

This positioning emphasizes three core pillars:

• Convenience: Ready-to-drink format eliminates the need for messy powders

or preparation.

• Nutrition: Balanced plant-based protein with no preservatives, added sugars,

or artificial flavors.

• Sustainability: Eco-conscious packaging and cruelty-free sourcing appeal to

environmentally responsible consumers.

Roadmap & Launch Plan

NutriGo’s phased launch plan ensures sustainable growth:

1. Pre-Launch Phase (Months -6 to 0)

Objective: Build product readiness, awareness, and excitement.

• Product Development (Months -6 to -4):

Finalize formulation, conduct stability testing, ensure FSSAI compliance, and lock
suppliers for ingredients and packaging.
• Branding and Preparation (Months -4 to -2):
Create logo, packaging, and brand identity. Build website and social media
presence. Prepare marketing materials, influencer kits, and sampling units.
• Market Testing (Months -2 to 0):
Conduct limited trials at gyms, cafés, and colleges. Gather consumer feedback and
fine-tune taste and packaging. Launch teaser campaigns and pre-orders.

2. Launch Phase (Month 0)

Objective: Establish market presence through digital buzz and physical sampling.

• Digital Launch:
Introduce NutriGo across social platforms with influencer tie-ups, paid ads, and a
strong D2C website push. Offer an introductory discount and subscription plan.
 • PR & Influencer Collaboration:
Partner with health and wellness influencers for product reviews and testimonials.
Collaborate with Shilpa Shetty for brand endorsement to enhance credibility.
• On-Ground Activities:
Conduct launch events in metro cities, distribute samples at gyms, offices, and
universities, and set up pop-up booths in high-footfall areas.

3. Post-Launch Phase (Months 1–6)

Objective: Drive sales, collect feedback, and strengthen brand loyalty.

• Sales & Distribution:

Expand presence in retail stores, modern trade outlets, and online marketplaces.
Ensure smooth logistics and consistent inventory availability.
• Customer Engagement:
Run retention programs like loyalty points and referral discounts. Encourage user-
generated content and testimonials to build brand community.
• Performance Monitoring:
Track KPIs — customer acquisition cost (CAC), retention rate, sales growth, and
product feedback. Adjust campaigns based on insights.

4. Growth and Expansion (Months 6–12)

Objective: Scale the brand nationally and diversify offerings.

• Launch new flavors and smaller trial packs.

• Collaborate with fitness apps, nutritionists, and cafés for co-branding opportunities.
• Introduce “Return & Refill” programs to strengthen sustainability messaging.
• Explore export opportunities and corporate tie-ups for bulk orders.

SWOT Analysis

Strengths

1. Plant-Based & Clean Label Formula:

100% vegan, dairy-free, and lactose-free composition aligns with current consumer
trends toward healthier, sustainable choices.
 2. Convenience & Taste:
Ready-to-drink format offers portability and eliminates the hassle of mixing
powders, appealing to busy professionals and students.
3. Health-Oriented Positioning:
No added sugar, preservatives, or artificial ingredients—boosts credibility among
fitness and wellness-conscious consumers.
4. Sustainability Focus:
Eco-friendly packaging and “Return & Refill” initiative strengthen brand image and
attract environmentally conscious buyers.
5. Strong Brand Story & Celebrity Association:
Endorsement by wellness figures like Shilpa Shetty enhances trust, relatability, and
media visibility.

Weaknesses

1. Premium Pricing:
Higher price point compared to regular dairy-based protein drinks may limit mass
adoption.
2. Limited Awareness & Reach:
As a new entrant, NutriGo lacks established brand recall and distribution network.
3. Short Shelf Life:
Natural, preservative-free ingredients may result in shorter shelf stability,
increasing logistics complexity.
4. Dependence on Urban Consumers:
Current target audience is limited to metro and Tier-1 cities, restricting nationwide
market penetration.

Opportunities

1. Growing Health & Fitness Market:

Rising awareness about nutrition and fitness among youth and working
professionals offers strong growth potential.
2. Expanding Vegan & Lactose-Free Segment:
Increasing adoption of vegan lifestyles and lactose intolerance cases create room
for expansion.
3. Partnerships & Collaborations:
Collaborating with gyms, cafés, nutritionists, and fitness apps can enhance visibility
and sales.
 4. Product Line Expansion:
Opportunities to introduce new flavors, functional variants (energy, recovery,
immunity), and family packs.
5. E-commerce & Subscription Growth:
Direct-to-consumer models and subscription boxes can drive recurring revenue
and loyalty.

Threats

1. High Competition:
Strong players like Phab, OZiva, and Strive already dominate the plant-protein and
health beverage markets.
2. Price Sensitivity:
Consumers may switch to cheaper alternatives if economic conditions tighten.
3. Supply Chain Challenges:
Dependence on specific plant ingredients or packaging materials may disrupt
production.
4. Regulatory Changes:
Future changes in FSSAI or labeling regulations for plant-based foods could impact
compliance costs.
5. Shifting Consumer Preferences:
Rapidly evolving wellness trends may cause current formulations to lose appeal
over time.

Conclusion & Call to Action

NutriGo combines market opportunity, product innovation, sustainability, and strong
branding to address a clear consumer need. The brand is positioned to scale quickly
across urban India, with the potential to become a household name in plant-based
nutrition. We invite investors, distributors, and partners to collaborate with us in
scaling NutriGo into a global wellness brand of the future.
Visual: Market Growth
Visual: Cost Structure