Presentation covering market research, new product launch, and strategic brand management

1. PROTEIN SUPPLEMENT

2. 2
AGENDA
▸Situational Analysis
1. Market problem
identification
2. Opportunity
3. Idea
4. Strategic objectives
5. Market definition and
customer segmentation
6. Primary Research
7. Relative assessment of
competition
8. Distribution options
▸Go-To-Market Plan
1. Business Case
2. Branding
3. Market strategy
4. Pricing strategy
5. Sales and Sales support
6. Product road map
7. External marketing programs
8. PR and Advertising
9. Internal Marketing
10. Forecasting
11. KPIs/Metrics

3. SITUATIONAL
ANALYSIS
3

4. Market
Problem
▸According to an article published in “Indian Medical
Gazette – April 2015 on Protein Consumption in Diet of
Adult Indians” – 9 out of 10 people are protein deficient.
▸People are unaware about the need of protein
supplement in their normal diet.
▸Despite increased study about the effectiveness of
protein in curbing obesity, people associate protein as a
weight gainer.
▸Despite available various forms of protein in case of
obesity , dieticians want new preferred forms of protein
supplement.
4

5. Opportunity:
General
Nutrition
▸In India, 88% people have protein intake less than the ideal
amount of consumption, indicating there is a huge gap in the
protein requirements and protein consumption for each
individual
▸Around 107 Cr people being protein deficient
▸75% people are unaware about the ideal protein requirement
▸Some myths prevailing in the society
■Regular diet is enough for our daily protein needs and that
■Between 25-55 years of age there is no need for extra protein
■Even if I lack protein it will not impact my health
■Proteins are required only during certain phases or illness
Source - Centre for disease control and prevention; Times Of India

6. Opportunity:
Weight
reduction
▸National Family Health Survey (NFHS-4) for 2015-16
indicates obesity may be the next major health challenge in
India
▸According to a University of Washington study published in
The Lancet 2016, India, with its 41 million obese people,
ranked third among countries with the highest number of
overweight people
▸The number of overweight people almost doubled from
10.5% of the country’s population in 2006 to 19.6% in 2016,
which means close to One in five Indians is either
overweight or obese
▸Obesity major cause of serious health problems and causes
emotional pain to an individual. There is a feeling of shame,
embarrassment, frustration and anger towards oneself
Source: http://www.hindustantimes.com/health/india-s-ballooning-obesity-and-undernutrition-issue-the-health-risks-and-remedies/story-
0jyM7XVEAdwZ1nLxdScGKJ.html
http://www.hindustantimes.com/health-and-fitness/anti-obesity-day-7-popular-myths-around-obesity-debunked/story-hIFjYVqPxJlfEeIrJgn5IO.html

7. BIG CONCEPT
A product basket consisting of sugar and cholesterol free protein
supplements for Weight reduction and for general nutrition
7

8. General Nutrition
▸ 9 out of 10 people are protein
deficient.
▸ Protein deficiency leads to:
1. High Cholesterol
2. Sleep apnea
3. High Blood Pressure
4. Low energy level and fatigue
5. Poor concentration and
trouble learning
6. Muscle, bone and joint pain
Weight Reduction
▸As of 2014, there we 30
million obese people in India.
▸Number expected to double
by 2019
▸73% of urban population is
overweight or obese.
▸Protein helps in weight
reduction by:
1. Increasing Satiety level
2. Fuels fat burning
8
Protein supplement market (as per AWACS march 2017)
MAT Value (MARCH ‘17): 704 crore
MAT Value (MARCH ‘16): 620 crore
Growth: 13.5%
Source: https://draxe.com/protein-deficiency/
Indian Medical Gazette – April 2015 on Protein Consumption in Diet of Adult Indians
http://blog.myfitnesspal.com/5-reasons-why-protein-is-good-for-weight-loss/
Rational

9. Strategic
Objectives
9
Creation of food segment for protein
deficient population
Providing healthy option as an add-on
and meal gap provision
Shift of eating habits towards healthy option
in fast pace life (Shorter eating time

10. General Nutrition
▸ Protein deficient urban
population
▸ 9 out of 10 people are
protein deficient
Market
definition and
customer
segmentation
Weight Reduction
▸ As of 2014, there we 30
million obese people in
India
▸ 73% of urban population is
overweight or obese
10
General Nutrition
▸ Health conscious people
▸ Age group: 15 – 50 years
▸ Corporates
▸ Students and working class
▸ Middle, upper-middle and
upper class
Weight Reduction
▸ Urban health conscious
people wanting to loose
weight
▸ Middle, upper-middle and
upper class
Market Definition
Customer Segmentation

11. Primary Research
11

12. Research
Design
Consumer Survey
Google form questionnaires
circulated via email and
WhatsApp
Doctor Survey
One-on-one administered
questionnaire
Target population: Dietician & GPs
12
Methodology
Consumer Survey
Sample size planned: 98
(With 10% error & 95% level of
significance)
Sample size achieved: 100
Doctor Survey
Sample size planned: 98
(Dieticians & GPs)
(With 10% error & 95% level of
significance)
Sample size achieved: 84
Sample size

13. Hypothesis
and
Objectives
Consumer survey
13
Issues / Hypothesis Objective
Issue –
• According to Indian medical Gazette 9/10
people are protein deficient.
• People are unaware about the need of
protein supplement in their normal diet.
• 73% of urban population is protein deficient.
• 30 million people in India are obese. (2014)
Hypothesis:
Company will introduce protein supplement if
more than 40% of target audience shows
preference to purchase
To understand public awareness about the need
of protein supplement in the diet
To study the current consumption pattern of
protein supplements
To identify the most appropriate form of the
protein supplement
To study the purchase intention if made aware
of use protein supplement for weight
management
Doctor survey
Issues / Hypothesis Objective
Issue –
• According to Indian medical Gazette 9/10
people are protein deficient.
• People are unaware about the need of
protein supplement in their normal diet.
• 73% of urban population is protein deficient.
• 30 million people in India are obese. (2014)
Hypothesis:
Company will introduce protein supplement if
more than 40% of target audience shows
intention to prescribe
•To study the current prescription pattern of
proteins in obese patients and for general
nutrition.
To validate opportunity identified of weight
reduction using protein
To identify dietician’s and GPs opinion on
importance of proteins in obese patients
To study the intention to prescribe

14. Customer
survey -
Findings
(N = 100)
14
89%
people
feel
weight
manage-
ment is
important 60% -
Reduce
weight
30% -
gain
weight
10% -
No
76% -
Yes
24% -
No
69% -
Green
tea
31% -
protein
supplement
23% - yes
77% -
No
100% - Protein
supplement
People
who want
to gain
weight or
loose
weight
53% - Will
definitely
opt
43% -
May or
may no
opt
4% - will
definitely not
opt
If made aware of usage of
protein supplement for weight
management how likely would
you opt for it?
Do you use
any
supplement?
Which
supplements
do you use?
Do you feel
there is a
need for you
to manage
your weight?
How
important is
weight
management
for you?

15. 15
Customer
survey -
Findings
(N = 100)
Consumers associate
use of protein with:
1. Body building – 51%
2. General Nutrition
supplement – 47%
Word of mouth and
Recommendation from
dietician and doctors
inflences consumers to
purchase nutritional
supplements
Most preferred product
type:
1. Protein bars – 34%
2. Protein diskettes – 32%
3. Powder Sachets – 27%
Nutritional value is the
most important factor that
consumers take into
account while purchasing
protein supplement.

16. Doctor
survey -
Findings
(N = 84)
16
Main competitors for
ProEnliven are-
• Protinex,
• Ensure,
• Threptin
Around 75% of the
customers feel if given a
choice they are likely to
accept Pro-Enliven
Mango flavour and price
is the most liked feature by
the customers
65% of the doctors rated
Pro-Enlivin as value for
money.

17. 17
Doctor
survey -
Findings
(N = 84)
Main competitors for
Prolean are-
• Obicure,
• D Protein
Around 75% of the
customers feel if given a
choice they are likely to
accept
80% of the patients that
consult doctors for weight
management are
obese/overweight
Mango flavor, Sugar and
cholesterol free nature is
the most liked feature by
the customers
55% of doctors rate Pro-
Lean value for money

18. Hypothesis
testing –
Consumer
survey
Company is considering launch of its protein supplements for
weight management if more than 40% of target audience
strongly prefer using such product.
▸H0 : ∏ ≤ 0.40
▸H1 : ∏ > 0.40
▸If H0 is rejected, then H1 will be accepted and the new
product will be introduced. But, if H0 is not rejected, then the
new product should not be introduced unless additional
evidence is obtained
▸One - tailed test as H1 is one-directional
▸Here we take the z statistic which follows standard normal
distribution.
𝑧 = (𝑝 − 𝜋)/(𝜎p)
𝜎p = 𝜋(1 − 𝜋)/𝑛
18

19. ▸level of significance: α = 0.05
▸In this case, out of 100 consumers surveyed, 53
consumers reported their strong preference for the product
concept
▸value of sample proportion is: p = 53/100 = 0.53
▸Therefore, 𝜎p =
0.4 0.6
100
= 0.049
▸𝑧 = (𝑝 − 𝜋)/(𝜎p) = (0.13 – 0.40)/(0.049) = 2.65
19
Hypothesis
testing –
Consumer
survey
Z = 2.65
Calculated value of Test Statistic z
= 2.65 lies in the non-rejection
region therefore do not reject the
Null Hypothesis.
Marketing Research conclusion:
New product should not be
introduced unless additional
evidence is obtained

20. 20
Hypothesis
testing – doctor
survey: General
nutrition
Company is considering launch of its protein supplements
for general nutrition if more than 40% of target audience
preference for prescribing such product.
• H0 : ∏ ≤ 0.40
• H1 : ∏ > 0.40
• If H0 is rejected, then H1 will be accepted and the new
product will be introduced. But, if H0 is not rejected, then the
new product should not be introduced unless additional
evidence is obtained
• One - tailed test as H1 is one-directional
• Here we take the z statistic which follows standard normal
distribution.
𝑧 = (𝑝 − 𝜋)/(𝜎p)
𝜎p = 𝜋(1 − 𝜋)/𝑛

21. 21
Hypothesis
testing – doctor
survey: General
nutrition
▸level of significance: α = 0.05
▸In this case, out of 100 consumers surveyed, 41
consumers reported their strong preference for the product
concept
▸value of sample proportion is: p = 41/84 = 0.49
▸Therefore, 𝜎p =
0.4 0.6
84
= 0.052
▸𝑧 = (𝑝 − 𝜋)/(𝜎p) = (0.49 – 0.40)/(0.052) = 1.73
Z = 1.73
Calculated value of Test Statistic z
= 1.73 lies in the non-rejection
region therefore do not reject the
Null Hypothesis.
Marketing Research conclusion:
New product should not be
introduced unless additional
evidence is obtained

22. 23
Hypothesis
testing – doctor
survey: Weight
reduction
▸level of significance: α = 0.05
▸In this case, out of 100 consumers surveyed, 42
consumers reported their strong preference for the product
concept
▸value of sample proportion is: p = 42/84 = 0.5
▸Therefore, 𝜎p =
0.4 0.6
84
= 0.052
▸𝑧 = (𝑝 − 𝜋)/(𝜎p) = (0.5 – 0.40)/(0.052) = 1.92
Z = 1.92
Calculated value of Test Statistic z
= 1.92 lies in the non-rejection
region therefore do not reject the
Null Hypothesis.
Marketing Research conclusion:
New product should not be
introduced unless additional
evidence is obtained

23. Relative
Assessment
of
competition
24
Attributes
You vs. Competitor
Protinex Ensure Threptin
Brand awareness
Brand awareness weaker
than competitor
Brand awareness
weaker than competitor
Brand awareness
weaker than
competitor
Price Value proposition stronger
Value proposition
stronger
Value proposition
stronger
Reputation with doctors Reputation is weaker Reputation is weaker Reputation is weaker
Size of sales force Similar investment Similar investment Similar investment
Stronger
Similar
Weaker
General Nutrition

24. Relative
Assessment
of
competition
25
Stronger
Similar
Weaker
Weight reduction and Obesity
Attributes
You vs. Competitor
Obicure D protein
Brand awareness
Brand awareness weaker than
competitor
Brand awareness weaker
than competitor
Price Value proposition stronger
Value proposition
stronger
Reputation with doctors Reputation is weaker Reputation is weaker
Size of sales force Similar investment Similar investment

25. Distribution
Options
26
Supermarket/Hypermarket (Modern trade)
Online
Chemist/Drugstore
Nutrition Store
Institutions

26. Supermarket
27
• Create promotional shelf space designated for Pro-lean and Pro-Enliven
• Use shelf talkers to provide guidance on healthier products at point of sale.
• Use promotional strategies such as coupons, contests
In-store
marketing
• Provide in-store tasting events that demonstrates –
• how it is low-cost
• Easy to prepare and how different receipes can be made
• Delicious and nutritious food
Tasting
Events
Rational
Goods are found at relatively at low price in supermarkets
because they purchase larger quantity
It takes less operating cost
They take less profit from customers.
Population density is high on western track so ROI expected is
good.

27. Online
28
Ideal place for efficient sales transactions
lower barriers to entry
Quick communication
Various digital tools for measuring sales and visitor
traffic.
Inventory management is easy
Provides home delivery

28. Nutrition
store
29
Nutritional stores like Neulife, Nutrition Planet and
Nutrition world have collaboration with fitness
clubs so this is a one stop destination for fitness
freaks
Nutritional stores are brand which can be
leveraged upon
These stores target Upper middle class and Upper
class customers

29. Chemist
store
30
Pro-lean and Pro-Enliven will be made
available in chemist stores
Display shelf will be provided to them where
our products can be kept at eye level
Taste campaigns can also be conducted in
Chemist stores
Chemists can be educated about the
benefits of the product.
It ensures deep penetration of the product in
the market.

30. Institution
31
1
• Institutions such as Hospitals, cafeteria in
corporates , colleges will also be catered
• Youth is conscious about the way they look, so they
go for whatever healthy options are available
2
• Corporate people have very busy schedule so they
look for easy to carry and healthy options
3
• Defense canteens can also be catered

31. Go-To-Market Plan
32

32. Business
case
Growth drivers:
1. Increasing health consciousness
2. Stressful and hectic lifestyles,
3. Lack of time to cook meals at home due to
increasing number of working class
4. Rising per-capita income.
33 • Absence of physical activities and rising demand of individuals in desk-bound employments
has increased the consumption of fast foods and packaged nourishments in India
• Protein is one of the most essential macronutrient.
• Normal food does not meet daily protein requirements.
• In India, 9 out of 10 people are protein deficient.
• Mounting healthcare costs and focus on preventive healthcare to aid market expansion
beyond traditional customers.
• This has played a key role in increasing the occurrences of lifestyle diseases, like Diabetes,
Blood Pressure, Obesity, Cardio-Vascular diseases.
• Consumers, belonging to upper and middle class are searching for supplements offering
balanced nutrition.
• Consumers are looking for energy-boosting products to enhance their physical perseverance,
mental sharpness and to become more dynamic and conscious, consequently increasing the
demand for nutritional supplements in India.
Hence, Segments identified to
establish ourselves in this
market:
1. General nutrition
2. Weight Reduction
Protein supplement market (as per AWACS march 2017)
MAT Value (MARCH ‘17): 704 crore MAT Value (MARCH ‘16): 620 crore
Growth: 13.5%
Source:
http://www.prnewswire.com/
news-releases/india-dietary-
supplements-market-
forecast--opportunities-2021-
techsci-research-report-
589986211.html

33. Branding
34

34. “Your Brand is the single most
important investment you can
make in your business.”
- Steve Jobs
35

35. General Nutrition
Brand name: Pro-enlivien
Logo:
Tag line:
Now my health keeps pace
with me.
Weight reduction
Brand name: Pro-Lean
Logo:
Tag line:
Lose weight, Gain
confidence
36
Brand name
logo
tagline

36. • Diskettes in mango flavour
• Fortified with vitamins and minerals
• PDCAAS value equal to one
“Makes you better for the rest of
your life”
• Provides balanced nutrition
• Meal gap replacement
“Now my health keeps pace with
me”
Attributes
Functional
Benefit
Personal Value
Emotional
benefit
Emotional
Rational
Brand Ladder
Pro-Enliven

37. 38
Attributes
Delicious mango flavoured
protein diskettes fortified with
vitamins & minerals
Benefits
• Balanced nutrition
• Easy to carry
• Release hunger between meals
Value
“Now my health keeps pace
with me”
Personality
• Reliable
• Intelligent
• Successfull
Brand essence
Makes you better for
the rest of your life
Brand Wheel
Pro-Enliven

38. Pro-Enliven
39
Brand Promise
“Essentials of life”
Brand Vision
“To be everyone’s healthy food”

39.  Low calorie diskettes
 Modified complex carbohydrates
 Minerals and vitamins
 FOS and Omega 3 fatty acids
 No Sugar; No cholesterol
 Increases satiety levels
 Balanced nutrition
 Improves immunity
 Heart benefits by increasing HDL levels
Attributes
Functional
Benefit
Personal Value
Emotional
benefit
Pro-Lean
Emotional
Rational
“Boost self confidence”
“Shapes me better”
Brand Ladder42

40. 41
Attributes
 Low calorie diskettes containing modified
complex carbohydrates in Mango and Kesar-
pista flavour
 Fortified with minerals and vitamins
 Sugar and cholesterol free
 Contains FOS and Omega 3 fatty acids
Benefits
• Balanced nutrition
• Improves immunity
• Heart benefits by increasing HDL levels
Values
“Shapes me better”
Personality
• Reliable
• Intelligent
• Successfull
Brand essence
“Carving healthy life”
Pro-Lean
Brand Wheel

41. 42
Brand Promise
“Crafting your shape”
Brand Vision
“To satiate hunger needs of people on
diet”
Pro-Lean

42. Market Strategy
43
“Our biscuits a day leads your life to a
healthy path”

43. PRO-ENLIVEN
.
VALUE
PROPOSITION
(PRO-ENLIVEN)
44
pains gains
Value proposition
• Insufficient
protein content
in daily life
• Non availability
of a quick bite
protein product
• Availability
 Easy to carry
protein
 Protein
product which
is available
conventionally
 Pocket friendly
way to
consume
protein
 Protein product which is
available to you with the highly
efficient distribution channel
 We provide protein consumption
in the diskette form which is
easily carried and consumed
conventionally.
 Act as a gap-filler during hunger
at different time periods of the
day.
 A perfect recipe to start your day

44. PRO-LEAN
VALUE
PROPOSITION
(PRO-LEAN)
45
pains gains
Value proposition
 Healthy way to
manage my over
weight
 I want to
become more
competent in life
 To be a
performer and to
earn back my
confidence
 A quick bite to manage your
weight in the right manner and
providing nutritional value at the
same time.
 No product side-effect
 A right balanced protein
providing building blocks to your
life and providing you full access
over your yourself and boost
confidence.
 Lack of self
confidence
 Risk to various
life threatening
diseases
 Not active
lifestyle

45. CUSTOMER
JOURNEY
PRO-ENLIVEN
46
Pre-purchase behaviour of our
customers
• Mainly hear and develop interest in
the product influenced by word of
mouth
• Through digital personalized
marketing
• Mainly through the advertisements
and doctors influence
Customer characteristics
• Wants to be fit and be healthy
• Shield himself for the upcoming diseases
• Restless and wants everything to be quick
• Taste is definitely a matter to him
• Want to try new things

46. CUSTOMER
JOURNEY
PRO-LEAN
47
Pre-purchase behaviour of our
customers
• Mainly hear and develop interest in
the product influenced by word of
mouth
• Through digital personalized
marketing
• Mainly through the advertisements
and doctors influence
Customer characteristics
• "Neurotic ... individuals seem to adopt
counter-regulatory emotional eating
and to eat high-energy, dense sweet
and savoury food in particular,
presumably to cope with their
negative emotions
• Sedentary lifestyle
• Anxious and confused
• Develops negative approach

47. We Offer
48
 c
 Delicious High-Calorie
Protein supplements
fortified with B-vitamins
 It is class 1 casein protein
with PDCAAS
 Relieves hunger in
between meals
 Easy to carry
 Prevents fatigue and help
to gain muscle mass
PRO-ENLIVEN
• Delicious Low-Calorie
Protein
• Easy to carry protein
biscuits
• Increases satiety levels
• Boost metabolism
• 100% natural product
• Omega 3 fatty acid
combination (to balance
cholesterol and sugar
level)
PRO-LEAN

48. Brand
positioning
(PRO-ENLIVEN)
49
Millennials of fast paced life are at risk of protein
deficiency with lesser time to eat right food
Provides Right proportion of proteinaceous meal at right
time
That’s because Lack of healthy option while hunger is not rightly
satiated
We have Proteinaceous supplemented food for meal gap
add ons and replacement
Helps to replace ones dependence on unhealthy
binge

49. Brand
positioning
(PRO-LEAN)
50
Fitness seeking individuals for healthy protein
laden hunger satiate
provides Proteinaceous meal with likeable flavour
available at various channels
That’s because Rescue oneself from unhealthy eating during
weight loss diet planning
We have Protein supplement in diskette form and also
inducing varied form of eating
Can become an integral companion of weight
loss diet

50. Pricing Strategy
51

51. Pricing
strategy
Marketing penetration strategy
• Pro enliven is current product in current market
therefore our strategy would be to penetrate and capture
the product using our value proposition , as through our
doctor survey we found that doctors were feeling price of
the product was attracting towards buying the product,
therefore the pricing was fixed to Rs 150
• As Prolean is new product (diskettes) in new market
(obese market) , and and the current forms has pricing
ranging to Rs 500 , our product price is therefore Rs 200

52. Sales support
53

53. Activities
Tools
• Presentations
o About the disease condition
o Product information
o Market opportunity
o Customer and consumer insights
o Strategy
• Role play
o Detailing
o Objection handling
Client Acquisition and Channel Mix
• Training on activities at doctor and patient level
Training support
• Report covering information discussed through presentation
• LBL
• Visual aid
• Short test (understand if they have understood) followed by feedback

54. Communication
plan
55
“Our biscuits a day leads your life to
a healthy path”

55. Communication
plan
56 No more emotional eating
Emotional eating
Emotional eating is when a person uses
food as an attempt to control, monitor, and
cope with negative feelings or thoughts.
Because emotional eating typically results in
overeating, it can often lead to poor self-
esteem, unwanted weight gain, and obesity.
Our pro-enliven will stop this unwanted
hunger and keeps you more confident and
prepared.

56. Visual aid
(Page 1)

57. Visual aid
(Page 2)

58. Visual aid
(Page 3)

59. Visual aid
(Page 4)

60. External marketing
Programmes
61
“Our biscuits a day leads your life to
a healthy path”

61. Camps at
doctors
clinic
62
Awareness session
explaining about protein
insufficiency and what it
leads to.
Testimonial of people
when we asked about
protein
Make him taste our
product and write a
testimonial
Stand against protein
deficiency and win your
day

62. Awareness
session
about
protein
insuffiencey
Do you feel
63
Muscle and joint
pains
Low-on energy
,moodiness and
stressed
Always sleepy and
lethargic
Constant cravings
are always
distracting you
Sorry, you are protein deficient
# I think something is missing in your diet

63. Testimonials
of people
when we
asked about
importance
of protein
64
"We Indians are foodies. Our associations
with food are deep-rooted and diverse. But
while we romanticise wholesome ghar ka
khaana, we overlook the fact that our meals
are often insufficient in key nutrients like
protein.
Protein is important to complete a
balance diet but in this fast pace of life
who even gets a time to have a proper
meal forget about the protein.
Now I need a quick protein
meal to satisfy my hunger
I want to have a protein supplement
which should be natural but it should
be good in taste
I need to have quick bite of
protein everday

64. Providing
them the
solution
65
Pro-enliven
• We will give people the taster of our product and ask
them how do you feel about it.
• We will explain the benefits of our products and
provide them there key to unlock fitness in life.
• Take a selfie with them and put them in our website
with #
My plate is complete with pro-enliven
Wholesome Khanna
in a quick bite with
the great taste

65. Camp at
corporate
offices
66
You might be deficient
 we will keep our pamphlet in the cubicles and
rooms in corporate offices along with the taster of
our pro-enliven product.
 We will tell them different times of the day where
they can have a quick bite of our protein and feel
more rejuvenating as we know how corporate life is
full of stress , work-loads and lethargic.

66. Leaflet
67
You might be deficient
• All work and no
time to eat
• Stress level is high
• No time to have a
proper meal
Have a quick bite of our delicious mango flavour protein
biscuit, which gives you :-
1. Protein filling quick bite break
2. Instant way to rescue your stress
3. Break the monotony at your work place
4. A snacky way to feel healthy while sitting
You can consume our protein pro-enliven during these
times:-
1. When you have nothing to do and just have quick bite
and chat. ( chai pe charcha )
2. When you start your day in office
3. When your boss is not in the right mood
4. Working on a stressful project

67. Camp at
college
canteens
▸
68
We will do camps at college
canteens and tell students that
their meal is not complete and
protein is missing in their meal
plan and pro-enliven is a smart
way to have a proper diet and
feel fit so that they can live their
life in a smart way to be
prepared for the tuff life ahead.
#Make them have our taster

68. BMI check
at doctors
clinic
69
Let’s
check
We will setup BMI check camps outside the
doctors clinic
Perform patients BMI and if they
have BMI 25 or more than it then
we will acknowledge them that
they are overweight
We will tell the ways to control
obesity and how its harmful to you
and serious ill-effects it causes.
Provide them sample of our product and tell
them how they can manage weight in a quick
bite and inspire them with stories about people
who have reduced their weight

69. I care for
you
campaign
70
let’s trust each other
What I can provide you
• Low –calorie protein expierence in a
quick bite with delicious taste of mango
• A healthy way to manage your weight
• Immunity to fight against disease
What you can provide me
• A trust that you will take consume 2
biscuits a day from the box
• Trust that you will not share your
biscuit with anyone as it develops the
habit of sharing which increase the
calorie content .
• You will sleep in the right time
• Say no to junkies
We will promote this
campaign online and
through a small booklet
which we will give
along with our product.

70. Marketing
Activities
71
Marketing Activities
No. of activities per
month
Eating with value
(Celeb chef and Dieticians meet)
1
From medicine to food
(Doctors and dieticians meet)
1
Health camps using dynamometer 4/Rep.
Health camps using BMI calculator
machine
4/Rep.
Hospital CME 1
Taste campaign 8/Rep.

71. Marketing
budget
72
Activity Frequency Cost Budget
Dietician support 2 per month 10,000 1,20,000
Eating with value
(Celeb chef and Dieticians meet)
Once in quarter 25000 1,00,000
From medicine to food
(Trade Doctors and dieticians
meet)
Once in quarter 25000 1,00,000
Hospital CME
(RTM)
Once a month 30,000 3,60,000
Billboard Once a Quarter *3 10,000 1,20,000
Samples
100 samples per
month per Rep
20 1,20,000
Dynamometer 5 per rep/ once a year 2000 50000
Inputs(LBLs and standees and
posters)
1,00,000
Total 10,70,000

72. Internal Marketing
73

73. Internal
Marketing
(For
employees)
“We Care”
o Call 2 KOL dieticians to company HO
o Session on need for protein
o Calculating BMI of employees
o Diet plan for them
o Tasting of product
o Free consultation by dietician
“Stay connected”
o TV installed on all floors of office
o Monthly update on the results of
campaigns and activities conducted

74. Product Roadmap
75

75. Place your screenshot here
76
Development
queue support
& Market
feedback
system
Facebook page to
communicate, evaluate and
track requests for
improvements or added
features and to communicate
future plans to customers

76. PR & Advertising
77

77. Eating with
value
78
Dietician level program
Normal dietician
Celebrity dietician
Chef level program
Normal chef
Celebrity chef
Theme-innovative and variety
of dishes with right protien
and nutrition
Dietician enabled with “know your
what you eat” booklet
Booklet captures daily eating
patterns and helps to compare
with nutrition pyramid
Lets dietician and
consumer identify eating
lacuanes
Creates the bridge for the consumer to underatnd eating habits and enable the
dietician to monitor the eating habit. Celebrity dietician will be invited for one
seminar once a quarter alternately. Celebrity chef will be invited for one seminar
once a quater alternately.

78. Medicine
to food
79
Doctor dietician
collaboration
Normal dietician
GPs
Doctor support
programme
Dynamometer
BMI index machine
calculation
Selection of 5 Top GPs of
western and south mumbai
 Enabling them Dynamometer
and BMI index calculating
machine
 Two full time dieticians
support to KOL’s
 Doctor will supplied with
“know your what you eat”
booklet
 CMEs at Hospitals with
KOLs as key speaker
Lets doctor and consumer get to know about protein
deficiency

79. Place your screenshot here
80
WEB PAGE PORTAL
 The highlights of our web page are :-
 Articles about health
 Benefits and use of protein
 Diet plans made by famous dieticians
 Detailed information about our products
 Recepies made by our protein products
 Chefs contest going on to make best
recipe with our protein biscuits
CONTEST
RECEPIES

80. Place your screenshot here
81
My little chef
Various recipes are shared on
our website made by our
products specially by our
little chef
These recipes to be pesented to
care takers ,home cooks to
incorporate increase usage of
diskettes.
Diskette with
various toppings
Diskette with
muesli mix
Diskette with
salads

81. Place your screenshot here
82
Facebook
Page
To highlight our product
portfolio, benefits,
recent articles.

82. Place your screenshot here
83
TABLET
PROJECT
Show and explain your web,
app or software projects
using these gadget
templates.

83. Financials
84

84. ▸Relevant
population
▸Awareness
▸Trial
▸Availability
▸Repeat purchase
3.2 Million
20%
75%
30%
21%
Mumbai population= 18.41 Mn (TG = 50%
18-40 Age group 50% Upper middle class
and middle class having BMI of 25 and
over 25)
Assumption on the basis of marketing
events and budget of marketing less
market
Acc. To primary market survey conducted
amongst the same class in Mumbai
consumers Strongly prefer 100% + 50%
May or may not buy
Basis of the dieticians availability , no.of
hospitals , greater in number in western
track as compared to central and harbour
Showing strong preference in the primary
survey 50%
Source
First year
Sales:
Pro-lean
http://censusindia.gov.in/Census_A
nd_You/age_structure_and_marital_
status.aspx
http://www.census2011.co.in/censu
s/city/365-mumbai.html

85. Pro-Lean
Sales
forecast
using
ATAR
model
PARAMETERS YR1 YR2 YR3 YR4 YR5
POPULATION 3.2 3.4 3.6 3.8 4.1
AWARENESS 20% 25% 30% 35% 40%
TRIAL 75% 75% 75% 75% 75%
AVAILABILITY 30% 35% 40% 45% 50%
REPEAT PURCHASE 27% 28% 28% 29% 29%
PEOPLE ON OUR
PROLEAN
0.04 0.06 0.09 0.13 0.18
COST TO CHEMIST 140.0 154.0 169.4 186.3 205.0
SALES 5.4 9.5 15.5 24.3 36.8
ALL VALUES IN MILLIONS

86. ASSUMPTIONS
Population increase with 1.6% Mumbai growth plus 4.5%
coming into 25 BMI
Trial to increase along with awareness 5%
Repeat purchase 2% modest increase
Availability 30% increase along with awareness 5%
Awareness increase in awareness 5% every year

87. ▸Relevant
population
▸Awareness
▸Trial
▸Availability
▸Repeat purchase
2.3 Million
20%
60%
40%
29%
Mumbai population= 18.41 Mn ( TG = 50%
18-40 Age group) with
(50% upper middle class
Overall awareness till now is very low with
this market to be a new market segment
less awareness
Acc. To primary market survey conducted
amongst the same class in Mumbai
consumers 50% may or may not buy +
those strongly prefer to buy our product
Basis of the dieticians availability , no. of
hospitals , greater in number in western
track
Showing strong preference in the primary
survey 50%
Source
First year
Sales:
Pro-lean
http://censusindia.gov.in/Census_A
nd_You/age_structure_and_marital_
status.aspx
http://www.census2011.co.in/censu
s/city/365-mumbai.html

88. PRO
ENLIVEN
5YR SALES
FORECAST
PARAMETERS YR1 YR2 YR3 YR4 YR5
POPULATION 2.3 2.4 2.6 2.7 2.9
AWARENESS 20% 23% 26% 29% 32%
TRIAL 60% 63% 66% 69% 72%
AVAILABILITY 40% 42% 44% 46% 49%
REPEAT PURCHASE 29% 30% 32% 34% 35%
PEOPLE ON OUR
PROENLIVEN
0.03 0.05 0.06 0.09 0.11
COST TO CHEMIST 200 220 242 266.2 292.82
SALES 6.4 9.9 15.1 22.7 33.6
ALL VALUES IN MILLIONS

89. ASSUMPTIONS
Population increase with 1.6% Mumbai growth plus 4.5%
coming into 25 BMI
Trial to increase along with awareness 3%
Repeat purchase 5% modest increase
Availability 2% increase along with awareness 3%
Awareness increase in awareness 3% every year

90. COMBINED
SALES OF
THE 2
BRANDS
Brand Yr1 Yr2 Yr3 Yr4 Yr5
Sales Pro-enliven 6.4 9.9 15.1 22.7 33.6
Sales Pro-lean 5.4 9.5 15.5 24.3 36.8
Total sales 11.8 19.4 30.6 47 70.4
ALL VALUES IN MILLIONS

91. KPIs
92

92. Key
Performance
Indicators
93
Input
• Sales force
team,
• visual aid,
• Know What
You eat booklet
• Digital platform
• CMEs (5 KOL)
• Activity with
celebrity chef &
celebrity
dietician
• Dynamometer,
• BMI calculator
• Free sample
Throughput
• No of likes on
FB
• web portal page
visit
• Testimonial
• No of queries
• Awareness
Output
• MS-1.2%
• Growth -
• Total sales-
1crore and 18
lakh
Lead Indicators Lag Indicators

93. 94
Presented by:
Sahil Gupta
Abhishek Gandhi
Bhakti Jain
Priyanka Mertia
Sonal Solase
Neeraj Bharadwaj
Nipun Paleja
THANKS!