Background

A company,  called ‘Sustenance’ a consumer goods company has been in this category for more than 2 decades. But, the company plans to discontinue its earlier products and plans to re-launch itself with some new products. In anticipation of rising awareness and willingness to spend on health/nutrition products, the company plans to launch a slew of products. These new products will primarily consist of an energy drink later on it will be complemented by energy bars. These products focus on high nutritional content, as supplement to food, all this while maintaining taste.

The company has given a budget of Rs.42 Cr. To the advertising agency it has hired.

The product ‘Nutriment-X’ has been specifically been designed to cater to the growing health conscious urban consumers.

Situation Analysis

At present the market share of health drinks is growing at a rate of 40%.

The market is divided into two main segments-Segment B- the brands which exist in this space are ‘Boost’, ‘Bournvita’, ‘Horlicks’ all of which are owned by FMCG giants. These products primarily focus on tastes, so they have many flavors available in the market. There target market consists of urban health conscious teenagers.

The other segment-Segment A- consists of products like ‘Protein-X’ an ‘Ensure’ all of which are manufacture by Pharmaceutical companies and are primarily purchased for there medicinal properties i.e. which helps improve the condition of undernourished people.

Our product is a niche product which fits between these two segments it has a very high nutritional content at the same time has multiple flavors and is good in ta ...