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Carat Fresh Integrated
2nd July, 2010
AGENCY BRIEF
Summary
FORMULATIONNo calorie sugar substitute
INGREDIENTSContains Sucralose as a major ingredient
WEIGHT MANAGEMENTHelps avoid around 520 calories per day
TASTESimilar to sugar
Product Details
AGEN
CY B
RIEF
Blow Away Calories..Keep the Sweetness.
Basic Proposition
AGEN
CY B
RIEF
Competition
AGEN
CY B
RIEF
MARKET TREND
Amongst The Diabetics
Rush for weight loss programs
MAR
KET
TREN
D
FACTS & FIGURES
Supporting The Prevalence Of 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
Prev
alen
ce o
f w
eigh
t los
s pr
ogra
ms
FACT
S &
FIG
URE
S
Genetically, Indians store more body fat per kilogram than Europeans.-Research over the past decade
Obesity puts Indians at an even greater risk of getting diabetes.-Leading Health Professionals worldwide
Source: www1.voanews.com
FACT
S &
FIG
URE
SPr
eval
ence
of
wei
ght l
oss
prog
ram
s
Obesity has reached epidemic proportions in India in the 21st centuryObesity has reached epidemic proportions in India in the 21st century
FACT
S &
FIG
URE
SPr
eval
ence
of
wei
ght l
oss
prog
ram
s
% population that is overweight/ obese
Nearly 20% of the entire Indian YouthNearly 40% of the women in the northwestern states of Punjab
Average 15% of the population is overweight/ obese in the states of Andhra Pradesh, Goa, TamilNadu, Goa, Kerala, Gujarat, etc
- India’s current National Health Survey
Source: www1.voanews.comwww.wikepedia.com
% population that is overweight/ obese
Nearly, Indian Youth: 20%
Women in Punjab: 40% Population in the states of Andhra Pradesh, Goa, TN, Goa, Kerala, etc: 15%
- India’s current National Health Survey
FACT
S &
FIG
URE
SPr
eval
ence
of
wei
ght l
oss
prog
ram
s
Hence more and more overweight/ obese people are signing up for weight loss programsFA
CTS
& F
IGU
RES
Prev
alen
ce o
f w
eigh
t los
s pr
ogra
ms
ALTERNATIVE DIET OPTIONS
The Need
Weight loss programs involve following a strict regime
ALTE
RNAT
IVE
DIE
T O
PTIO
NS
The
Nee
d
But…
Eating is the most important thing in any Indian household.Sugar, spices & oil define the essence of a typical Indian food.
ALTE
RNAT
IVE
DIE
T O
PTIO
NS
The
Nee
d
So most people opt out of these weight loss programs due to inability to follow the regime & resort to alternative diet options.
ALTE
RNAT
IVE
DIE
T O
PTIO
NS
The
Nee
d
This has led to various No/ Low calorie sugar substitutes/ diet products invading virtually all the sectors of the food and the drink market
ALTE
RNAT
IVE
DIE
T O
PTIO
NS
The
Nee
d
SUGAR SUBSTITUES/ DIET PRODUCTS
Who Really Consumes These Products?
Existing/ potential consumers can be divided into 3 categories
Diabetics
Overweight/Obese people
Fitness Conscious
SUG
AR S
UBS
TITU
TES/
D
IET
PRO
DU
CTS
Cons
umpti
on B
ehav
ior
Existing/ potential consumers can be divided into 3 categories
Diabetics
Overweight/Obese people
Fitness Conscious
SUG
AR S
UBS
TITU
TES/
D
IET
PRO
DU
CTS
Cons
umpti
on B
ehav
ior
Early consumption of diet products happened in this segment only
(This segment has now actively started consuming diet products)*
The consumption and usage in this segment is still debatable
* As demonstrated in early part of the presentation. Section: Facts & Figures
Diabetics Obese Fitness Conscious
No/ Low calorie sugar substitute
products
Artificial Sweeteners
SUG
AR S
UBS
TITU
TES/
D
IET
PRO
DU
CTS
Cons
umpti
on B
ehav
ior
SUGAR SUBSTITUTES/ DIET PRODUCTS
Category Communication
Category ConsumptionHas shifted from diabetics to overweight/ obese people
Category CommunicationHas shifted from diabetics to fitness conscious
SUG
AR S
UBS
TITU
TES/
D
IET
PRO
DU
CTS
Cate
gory
Co
mm
unic
ation
Diabetics Obese Fitness Conscious
No/ Low calorie sugar substitute
products
Artificial Sweeteners
Thus leaving Obese/ Overweight as an ‘uncatered’ category in terms of artificial sweeteners
SUG
AR S
UBS
TITU
TES/
D
IET
PRO
DU
CTS
Cate
gory
Co
mm
unic
ation
Case No.1: Sugar Free Gold
Highlights
Sugar FreeFitness Conscious
SUG
AR S
UBS
TITU
TES/
D
IET
PRO
DU
CTS
Cate
gory
Co
mm
unic
ation
Case No. 2: Sugar Free Natura
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
SUG
AR S
UBS
TITU
TES/
D
IET
PRO
DU
CTS
Cate
gory
Co
mm
unic
ation
Obese as a category has not been explicitly targeted in communication and positioning.
This must be clearly brought out while positioning Blocal.
SUG
AR S
UBS
TITU
TES/
D
IET
PRO
DU
CTS
Cate
gory
Co
mm
unic
ation
TARGET AUDIENCE
BLOCAL
Blowcal will be positioned for
Obese people
TARG
ET A
UD
IEN
CE
BLO
CAL
BUYING BEHAVIOR
Artificial Sweeteners
The battle amongst the competitors
It is not at the brand level but at the category level!
BUYI
NG
BEH
AVIO
R
Artifi
cial
Sw
eete
ners
Battling at the category level: Why?
‘Sugar Free’The brand name has become synonymous to the category of ‘Artificial
Sweeteners’BUYI
NG
BEH
AVIO
R
Artifi
cial
Sw
eete
ners
OTC Buying Behavior(To substantiate that ‘Sugar Free’ has become synonymous to artificial sweeteners)
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 2If the retailer does not pull out the preferred brand, only then will the
people name and ask for ‘their preferred brand of product
BUYI
NG
BEH
AVIO
R
Artifi
cial
Sw
eete
ners
OTC 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
BUYI
NG
BEH
AVIO
R
Artifi
cial
Sw
eete
ners
Counter the 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?
BUYI
NG
BEH
AVIO
R
Artifi
cial
Sw
eete
ners
Counter the buying behavior: How?
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
BUYI
NG
BEH
AVIO
R
Artifi
cial
Sw
eete
ners
ARRIVING AT THE POSITION
Based On The Key Highlights Of The Presentation
Keywords associated with this category
Diet
No/ Zero Calorie
Sugar Free
ARIV
ING
AT
THE
POSI
TIO
N
KEY
HIG
HLI
GH
TS
Keywords: Usage, Connotations & Associations
UsageNo calorie and sugar free are too abused in the category of artificial
sweeteners and we need to counter them
AssociationsWe 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.
ARIV
ING
AT
THE
POSI
TIO
N
KEY
HIG
HLI
GH
TS
Keywords: Usage, Connotations & Associations
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’
ARIV
ING
AT
THE
POSI
TIO
N
KEY
HIG
HLI
GH
TS
Summary
The proliferation of diet/ no calorie products have
increased in the obese/
overweight segment
Our core TG is obese/
overweight people
Sugar Free has become
synonymous to the category name. The
battle is at the category level
Sugar Free means bland in
taste
Consumption Target Audience Category Battle Keyword Connotation
ARIV
ING
AT
THE
POSI
TIO
N
KEY
HIG
HLI
GH
TS
DEFINING THE POSITION
Blocal
Blocal
Diet Sugar
DEF
ININ
G T
HE
POSI
TIO
N
BLO
CAL
Brand Story
I don’t go to Gym, I don’t diet…I use ‘Diet Sugar’. I use Blocal. D
EFIN
ING
TH
E PO
SITI
ON
BLO
CAL
THE CAMPAIGN
Blocal
1
2
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