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
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
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
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
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.
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