ProtineX Case Study
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sanaProtineX Case Study
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sanaProject 1: Protinex
Market Opportunity Analysis
Segmenting, Positioning and Branding
Learner Name: < SHAH >
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 2 cities
Demographic: age 25 and above, both males and females
Psychographic: health conscious people
Behavioral: looking for health benefits from the food they consume
Targeting working / busy adults who have a hectic schedule and look for quick easy ready to eat food
or hassle free cooking. Keen to have a balanced and healthy lifestyle.
Home makers who look for healthy benefits for their families
Sports enthusiasts, and people training in sports
students
Positioning
healthy food drink which has all the basic nutrients one needs
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.
Healthy food drink for adults with complete nutrients
Adults are becoming more conscious about health, and they realize the need of a quick and easy substitute for the nutrients
missing in their daily. There are a number of health drinks for babies and kids in the market, but not enough health drinks for
adults. This is felt more in the urban and tier 1 and 2 cities where an individual is quite busy and does not get time to focus on
their healthy intake of food. Protinex can be targeted towards young busy adults who can afford to pay a little more to get the
benefits of a complete health drink with all the nutrients.
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
For young adults and adults with busy schedules , Protinex is “ a complete health drink with all the nutrients required for an
adult, that is missing from the adultrated food one consumes. Plus a great source of protein for vegetarian people who might
not get the required amount of protein from their daily food
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: Healthy food drink which has all the nutrients an adult needs. 50% more protein than other health drinks
Price: since it is a complete nutrient health food drink , which has more protein than other health food drinks , the price is slightly
on the higher side.
Place: protinex is not a drs prescribed drink, it is moving from a medicated drink to a healthy drink for every one. So it is easily
available at most super markets, malls, grocery outlets. Along with a presence on e commerce platforms
Promotion: brand ambassadors to common man can feature in its promotions via tvc, banner ads , social media ads. Protinex can
sponsor events related to fitness and health or any healthy lifestyle show. And also Bill boards.
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: It could be a blog post, website promotion, page promotion, or digital ad. These platforms could be
Facebook, Google, Instagram, LinkedIn, Twitter, and many others.
Digital Devices: On digital devices, which could be a mobile, a tablet, or a computer.
Digital Channels: organic and paid
Digital Metrics:
