Alkem blocal strategy 02.07.2010
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Alkem blocal strategy 02.07.2010
- 1. 2nd July, 2010 Carat Fresh Integrated
- 3. Product Details FORMULATION AGENCY BRIEF No calorie sugar substitute INGREDIENTS Contains Sucralose as a major ingredient WEIGHT MANAGEMENT Helps avoid around 520 calories per day TASTE Similar to sugar
- 4. Basic Proposition AGENCY BRIEF Blow Away Calories.. Keep the Sweetness.
- 5. AGENCY BRIEF Competition
- 6. Amongst The Diabetics MARKET TREND
- 7. MARKET TREND Rush for weight loss programs
- 8. Supporting The Prevalence Of Weight Loss Programs FACTS & FIGURES
- 9. Prevalence of FACTS & FIGURES weight loss programs Every sixth diabetic in the world is an Indian. India thus owns the title of ‘The World's Diabetes Capital’. -New data released by International Diabetes Federation Source: www1.voanews.com
- 10. Genetically, Indians store more body fat per kilogram than Europeans. weight loss programs Prevalence of FACTS & FIGURES -Research over the past decade Obesity puts Indians at an even greater risk of getting diabetes. -Leading Health Professionals worldwide Source: www1.voanews.com
- 11. weight loss programs Prevalence of FACTS & FIGURES Obesity has reached epidemic proportions in India in the 21st century Obesity has reached epidemic proportions in India in the 21st century
- 12. % population that is overweight/ obese % population that is overweight/ obese weight loss programs Prevalence of FACTS & FIGURES Nearly, Indian Youth: 20% Nearly 20% of the entire Indian Youth Women in Punjab: 40% Nearly 40% of the women in the northwestern states of Punjab Population in the states of Andhra Pradesh,obese in the states of Andhra 15% Average 15% of the population is overweight/ Goa, TN, Goa, Kerala, etc: Pradesh, Goa, TamilNadu, Goa, Kerala, Gujarat, etc - India’s current National Health Survey - India’s current National Health Survey Source: www1.voanews.com www.wikepedia.com
- 13. weight loss programs Prevalence of FACTS & FIGURES Hence more and more overweight/ obese people are signing up for weight loss programs
- 14. The Need ALTERNATIVE DIET OPTIONS
- 15. The Need ALTERNATIVE DIET OPTIONS Weight loss programs involve following a strict regime
- 16. The Need ALTERNATIVE DIET OPTIONS But… Eating is the most important thing in any Indian household. Sugar, spices & oil define the essence of a typical Indian food.
- 17. The Need ALTERNATIVE DIET OPTIONS So most people opt out of these weight loss programs due to inability to follow the regime & resort to alternative diet options.
- 18. The Need ALTERNATIVE DIET OPTIONS This has led to various No/ Low calorie sugar substitutes/ diet products invading virtually all the sectors of the food and the drink market
- 19. Who Really Consumes These Products? SUGAR SUBSTITUES/ DIET PRODUCTS
- 20. Existing/ potential consumers can be divided into 3 categories Consumption Behavior SUGAR SUBSTITUTES/ DIET PRODUCTS Diabetics Overweight/Obese people Fitness Conscious
- 21. Existing/ potential consumers can be divided into 3 categories Consumption Behavior SUGAR SUBSTITUTES/ DIET PRODUCTS Diabetics Early consumption of diet products happened in this segment only Overweight/Obese people (This segment has now actively started consuming diet products)* Fitness Conscious The consumption and usage in this segment is still debatable * As demonstrated in early part of the presentation. Section: Facts & Figures
- 22. Consumption Behavior SUGAR SUBSTITUTES/ DIET PRODUCTS No/ Low calorie sugar substitute products Diabetics Obese Fitness Conscious Artificial Sweeteners
- 23. Category Communication SUGAR SUBSTITUTES/ DIET PRODUCTS
- 24. Category Communication SUGAR SUBSTITUTES/ DIET PRODUCTS Category Consumption Has shifted from diabetics to overweight/ obese people Category Communication Has shifted from diabetics to fitness conscious
- 25. No/ Low calorie Category Communication SUGAR SUBSTITUTES/ DIET PRODUCTS sugar substitute products Diabetics Obese Fitness Conscious Artificial Sweeteners Thus leaving Obese/ Overweight as an ‘uncatered’ category in terms of artificial sweeteners
- 26. Case No.1: Sugar Free Gold Category Communication SUGAR SUBSTITUTES/ DIET PRODUCTS Highlights Sugar Free Fitness Conscious
- 27. Case No. 2: Sugar Free Natura Category Communication SUGAR SUBSTITUTES/ DIET PRODUCTS The communication includes the following ‘Call it a diet sugar if you will’ ‘Freedom from calories’ ‘Tastes like sugar but has no calories’ Key Highlight: Sugar Free
- 28. Category Communication SUGAR SUBSTITUTES/ DIET PRODUCTS Obese as a category has not been explicitly targeted in communication and positioning. This must be clearly brought out while positioning Blocal.
- 30. BLOCAL TARGET AUDIENCE Blowcal will be positioned for Obese people
- 32. The battle amongst the competitors Artificial Sweeteners BUYING BEHAVIOR It is not at the brand level but at the category level!
- 33. Battling at the category level: Why? Artificial Sweeteners BUYING BEHAVIOR ‘Sugar Free’ The brand name has become synonymous to the category of ‘Artificial Sweeteners’
- 34. OTC Buying Behavior (To substantiate that ‘Sugar Free’ has become synonymous to artificial sweeteners) Artificial Sweeteners BUYING BEHAVIOR Stage 1 People ask for ‘Sugar Free’ irrelevant of which brand they really want to buy. It could be equal, splenda, sugarfree gold, etc Stage 2 If the retailer does not pull out the preferred brand, only then will the people name and ask for ‘their preferred brand of product
- 35. OTC Buying Behavior Artificial Sweeteners BUYING BEHAVIOR What is the TG really asking for OTC? 'Sugar Free’ is not the brand that TG is asking for, but the product ( Any artificial sweetener)! Who benefits from this buying behavior? The brand ‘Sugar Free
- 36. Counter the buying behavior Artificial Sweeteners BUYING BEHAVIOR How do we make Sugar free & Blocal 2 different categories to be asked for? How do we make TG directly ask for Blocal?
- 37. Counter the buying behavior: How? Artificial Sweeteners BUYING BEHAVIOR Position the brand to gain similar consumption relevance in their life. The positioning should be simple and something which the TG can go and ask for OTC
- 38. Based On The Key Highlights Of The Presentation ARRIVING AT THE POSITION
- 39. Keywords associated with this category KEY HIGHLIGHTS ARIVING AT THE POSITION Diet No/ Zero Calorie Sugar Free
- 40. Keywords: Usage, Connotations & Associations KEY HIGHLIGHTS ARIVING AT THE POSITION Usage No calorie and sugar free are too abused in the category of artificial sweeteners and we need to counter them Associations We are talking to Obese people as our TG. Hence ‘Diet’ is the buzzword when it comes to Obese people. The term ‘Diet’ is all encompassing. Be it sugar free, be it calorie free.
- 41. Keywords: Usage, Connotations & Associations KEY HIGHLIGHTS ARIVING AT THE POSITION Connotations Taste: Sugar Free means bland in taste Healthy means bland in taste Taste Retention: An important element while opting for ‘Artificial Sweeteners’ ‘Diet’ does not connote ‘no sugar and hence no taste’ as opposed to ‘Sugar Free’
- 42. Summary KEY HIGHLIGHTS ARIVING AT THE POSITION Keyword Consumption Target Audience Category Battle Connotation The Sugar Free has proliferation of become diet/ no calorie Our core TG is synonymous to Sugar Free products have obese/ the category means bland in increased in the overweight name. The taste obese/ people battle is at the overweight category level segment
- 44. DEFINING THE POSITION BLOCAL Blocal Diet Sugar
- 45. Brand Story BLOCAL DEFINING THE POSITION I don’t go to Gym, I don’t diet… I use ‘Diet Sugar’. I use Blocal.