Scribd
Upload
189 views

Marquity TaskNo4

The document discusses Yoga Bar, a Bengaluru-based startup that launched in 2014. Yoga Bar produces snack bars, muesli, and other products with the goal of improving Indian snacking habits by providing nutrient-rich options without artificial ingredients. To increase its market share, Yoga Bar aims to target fitness enthusiasts who prefer protein bars for energy as well as those seeking healthy snack options. The company's product line includes protein bars, muesli, breakfast bars, and nut butters.

Uploaded by

ARPITA MATHUR
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
189 views

Marquity TaskNo4

The document discusses Yoga Bar, a Bengaluru-based startup that launched in 2014. Yoga Bar produces snack bars, muesli, and other products with the goal of improving Indian snacking habits by providing nutrient-rich options without artificial ingredients. To increase its market share, Yoga Bar aims to target fitness enthusiasts who prefer protein bars for energy as well as those seeking healthy snack options. The company's product line includes protein bars, muesli, breakfast bars, and nut butters.

Uploaded by

ARPITA MATHUR
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 5

Marquity Task 4

Group 37
21PGDM44
21PGDM126
21PGDM236
21PGDM-HRM34
21PGDM-IB95
• Yoga Bar is a Bengaluru based start-up
launched in 2014
• Yoga Bar range of snack bars and muesli,
hopes to improve the snacking habits of
Indians and make consumers more aware
of what they're eating. The company claims
its products are nutrient-rich without
artificial sweeteners or preservatives.
• To increase the market share, we aim to
capture the market of the fitness
enthusiasts who prefer protein bars as a
source of energy and also to people who
want a healthy option for snacks
• Yoga Bar range of products include
• Protein bars
• Muesli
• Breakfast and snack bars
• Nut butter
Segmentation, Targeting and Positioning

• Market segmentation for the yoga bar is done based on the:


o Demographic segmentation ie. age, gender etc.
Segmentation o Psychographic segmentation ie. Personality, lifestyle, values that they hold

• The target audience in the segment are generally men or women who are above the age of 18
• In this age group the focus is on fitness freaks who regularly visit gyms and are concerned about their
Targeting health

• Consumers are in search of health & wellness attributes and functional attributes when purchasing
bars
• The Yoga bar is a healthy substitute to the energy drinks that are high in caffeine
Positioning
• Unlike the other protein bars, yoga bar is natural and balanced with no allergens
Pricing Competitors Price/per gram
RiteBite Rs. 0.70
• In order to capture the maximum market share of nutritional supplements in
Indian market, Yoga Bar must adopt the “penetration market strategy”. It Mojo Bar Rs. 1.15
should charge its protein bars at rate relatively lower than those of the The Whole Truth Rs. 1.85
competitors without compromising on the quality.
Monsoon Harvest Rs. 0.85
• The aim would be to earn more profit through increase in sales and not
through high prices. Mettle Rs. 1.02

Distribution Promotion
• Through self owned website or online platform like • As we are aiming for Fitness freaks and Health
Big Basket and Grofers enthusiasts, the best way for promotion would be
display of posters and providing pamphlets at the
gyms
Manufacturing
Unit
Warehouses Customers
• Social media campaign highlighting the advantages of
the protein bars along with our USP of charging
lowest prices in the market can be used to attract the
• Through retailers and grocery stores
target audience
Manufacturing
• An Instagram influencer having a wide reach over the
Wholesalers Retailers Customers
Unit fitness freaks can be roped in for promotion of our
brand
Thank You

You might also like