Question 1: Based on the details shared in the video, come up with various criteria based on which Protinex could do segmentation. Additionally, provide your rationale for it. Mention at least three criteria of segmentation.
Question 2: Based on the information given in the video, how would you plot Protinex on the perceptual map? Have you seen any shifts in the last few years?
You can follow these steps:
What parameters can you differentiate on? These will act as the axes for your perceptual map.
Create a perceptual map and add the image of your map in the solution ppt.
Question 3: Drawing insights from what you saw in the video, devise a positioning statement for Protinex.
As a recap, the framework of a positioning statement is given below:
'For [target market], Protinex is [frame of reference/competitive set] that [key benefits, unique value claim] because [reasons to believe, evidence]'.
Question 4: Build your marketing mix to help Protinex shift from a prescription based brand, to an everyday nutrition brand. You will have to mention the rationale behind each of these.
As a recap, the 4Ps of marketing - Product, Price, Place and Promotion - are distinct factors that marketers can influence in order to create a meaningful product or service and market it to a defined audience.