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CBBE Assignment Group 1

This document discusses a plant-based protein shake product called Go-To Protein. It is aimed at the Indian market where protein deficiency is common. The shake is made from pea protein and contains added vitamins, minerals, and antioxidants. It comes in various fruity flavors and is easy to mix, carrying, and digest. The target market includes health-conscious Indians aged 16-40 in metropolitan and tier 1/2 cities who want a tasty, natural, and convenient source of protein without additives.

Uploaded by

Amar Patro
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52 views9 pages

CBBE Assignment Group 1

This document discusses a plant-based protein shake product called Go-To Protein. It is aimed at the Indian market where protein deficiency is common. The shake is made from pea protein and contains added vitamins, minerals, and antioxidants. It comes in various fruity flavors and is easy to mix, carrying, and digest. The target market includes health-conscious Indians aged 16-40 in metropolitan and tier 1/2 cities who want a tasty, natural, and convenient source of protein without additives.

Uploaded by

Amar Patro
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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PLANT-BASED

GO-TO
PROTEIN

Plant-based pea-protein shake for


everyone, anywhere, anytime.

FRUITY FLAVOURS

EASY TO MIX
Identifying the Need:
93% of Indians have a Protein deficiency and are
unaware about daily protein requirements

Source: (Protein Consumption in Diet of Adult Indians)PRODIGY

FAT & CARB FOCUSED DIET


Indian diet is super dependent on
rice and wheat products and our
daily diet is majorly driven by it

LACK OF KNOWLEDGE
Most Indians are unaware of
the optimum protein intake
needed in our daily diet.

MYTHS
A mis-belief works among
Indians that protein plays
major role for athletes, weight
lifters or sportsmen.
Problems caused by lack of Protein

Low Immunity Slow Metabolism Insulin Resistance

Mood Swings Joint & muscle pain Brittle and weak Nails

Less Energy and Loss of muscles & strength Poor Hair Health
higher fatigue
Go -To Protein

1 DELICIOUSLY 2 CONVENIENT 3 COMPLETELY


REFRESHING Our Protein made solely from ORGANIC
PROTEIN 100% Canadian Yellow Pea Our Protein is free from any
Protein Isolate easily mixes additives or toxins and is
Easy to digest and
with water so you can get a made from completely
delightfully tasteful, the
protein boost without the organic raw materials. This is
philosophy for Go-To Protein
need for bulky shakers, as sustainable and green as
is to blend nutrition with
blenders etc. you can get.
superior taste.

4 ADDED BENEFITS 5 FUN FRUITY 6 MADE IN INDIA


Fortified with antioxidants, FLAVOURS 100% homegrown & truly
immunity boosters, Vitamin 9 fun and varied flavours. Indian.
C, Magnesium & many other Fancy sour over sweet?
superfoods , vitamins and Choose among Pineapple,
minerals Watermelon, Kiwi, Guava and
much more
Demograhpics-
16-45 years
Pyschographic-
Student, Homemaker,
Geographic- Health and Lifestyle
Working Professinal
Segmentation Metros, Tier 1 and 2 cities
SEC B1,B2 and A2
Enthusiast

Upper middle-Upper Income


Groups

Targeting 16-40 age consumers who are health conscious and keen on having proper balanced diet

Juice like Protein Mix


Available in different flavors No blender and shaker
Differentiation Tasty and natural colored are required
Plant based protien

being used

Positioning Value positioning Benefits and attributes positioning


Customer Based Brand Equity Model (CBBE Model)

Repeated purchase,
affiliation and consumer What about you & me
engagement. (Brand relationship)
Resonance

Great quality.Natural
Fssai approved.Natural
fruits and colours are
fruits and colours are used.
used.
Feelings Judgement
What about you
(Response)
Flavored protein packs
Refreshing, Vegan protein drink Protein for everyone who values
No added preservatives,Easy to carry and fitness, nature, nutrition, and
digest Performance Image taste

What are you

(Meaning)
A plant-based protein juice ideal
for the whole family's nutritional
needs.
Salience Who are you

(Identity)
THANK YOU
Presented by-
B. Shalini
Kiran Kannan
Ladi Amarnath Patro
Preyasi Baxi
Purva Kabra
Utkarsha Chaudhari
Vibhav Parmar

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