MAKETINC STRATECY -

SUCAR FREE

S0BNITTEB BY:
NEBA SINuB
SAKSBI u0PTA
T0BINA KAKKAR
vAR0N TANB0N

INTRUDUCTIUN
Sugar lree ls a producL from Zydus Wellness and ls a low calorle sweeLener wlLh over 83
percenL markeL share and growlng aL a raLe of more Lhan 30 percenL (Source AC nlelsen MA1
Mar11) 1he producL ls a subsLlLuLe Lo sugar provldlng a healLhler opLlon Lo lLs cusLomers 1he
producL ls largely craLerlng Lo cusLomers ln Lhe lMCC's cusLomer's wellness secLlon 1he
producL ls avallable ln four varlanLs
O SUGAk IkLL GCLD lL ls healLhler sugar alLernaLlve ls made from AsparLame a proLeln
derlvaLlve 1hls was on Lhe flrsL producL lnLroduced by Lhe company and ls caLerlng Lo
malnly dlabeLlc paLlenLs
O SUGAk IkLL NA1UkA lL conLalns Sucralose Lhe laLesL lnLernaLlonal zero calorle
sweeLener lL ls sold ln powdered form Lo enhance Lhe general usage of Lhe producL
O SUGAk IkLL NA1UkA SWLL1 DkCS lL also conLalns Sucralose buL ls llquld form Lo
provlde handy and ease of use advanLage Lo Lhe cusLomer
O Company ls also selllng 8eady Lo drlnk and powered drlnklng beverages under Lhe Sugar
lree brand porLfollo

ISIUN UF THE CUMPANY
We w||| create new exper|ences by our products that w||| nour|sh nurture and energ|es your
||fe We sha|| |ead the way through |nnovat|on and be a S00 crore company by 2013
1he vlslon ls largely supporLed by Lhe producLs LhaL Lhe company ls produclng and Lhe secLlon lL
ls craLerlng Lo 1he wellness secLlon ln lndla ls growlng aL a very fasL raLe LlfesLyle changes are
creaLlng demand for LherapeuLlc as well as prevenLlve producLs 1hus Lhe company ls creaLlng
lnnovaLlve producLs Lo achleve Lhe vlslon of becomlng a 300 crore company by 2013


UPPURTUNITY ANALYSIS UF SUCAR FREE
pporLunlLy analysls ls done conslderlng boLh macro and mlcro facLors lnLo conslderaLlon
,ACkC IAC1CkS
Macro analysls lncludes facLors llke economlc demographlc soclo culLural regulaLory
Lechnology and naLural envlronmenL presenL ln Lhe counLry ln case of Sugar lree lndla ls one
of Lhe fasLesL growlng economles Lhus provldlng a good base for launch of any producL Sugar
free ls a producL malnly for healLh and flLness cauLlous people WlLh changlng llfe sLyles people
wlLhln age group of 2330 have become very healLh cauLlous lndla populaLlon conLalns more
Lhan 30 percenL of Lhe populaLlon ln Lhe same caLegory 1hese are Lhe ma[or facLors LhaL would
affecL Lhe launch of Lhe producL
,CkC IAC1CkS
O SD8CL l CDS1ML8 Aln
AL 308 mllllon lndla has Lhe largesL populaLlon of dlabeLes ln Lhe world 1hus looklng for
sugar alLernaLlves wlll provlde Lhem opLlon Lo consume sugar wlLhouL belng concerned
abouL Lhe lmpllcaLlons of consumlng Lhe producL Also wlLh changlng llfesLyle Lhe
secLlon of populaLlon requlrlng such a producL ls llkely Lo grow
O M8L 8LnLll1 1 CDS1ML8
1he producL ls llkely Lo provlde more beneflL Lo Lhe cusLomer and wlLh all Lhe varlanLs
presenL Lhe uLlllLy of Lhe producL ls golng Lo lncrease and people can use Sugar lree for
general usage
O 1A8CL1 SLCMLn1 LlkLL? 1 C8W
1he LargeL segmenL ls llkely Lo grow as accordlng Lo AvLnuDS research Lhe populaLlon
of dlabeLlcs ls golng Lo reach 703 mllllon by 2013 and also Lhe consumer wellness
segmenL ls growlng


1he opporLunlLy analysls ln case of Sugar lree shows LhaL Lhe producL should be launched
because of Lhe followlng facLors

O lgh dlsposable lncome
O lncreaslng DrbanlzaLlon
O lmprovlng SLandard of llvlng
O MounLlng healLh problems aLLrlbuLlng Lo change ln Lhe llfesLyles of Lhe consumers
O Crowlng ealLh cauLlousness and lncreaslng asplraLlon for beLLer llfe
O lncreaslng awareness Lo Lry beLLer alLernaLlves and make lnformed cholces
O 8lslng wllllngness Lo spend more for flLness and wellbelng

uue Lo Lhese facLors Lhe secLor ls expecLed Lo cross $ 70 bllllon by 2018 (Source Cll 8eporL)

SECMENTATIUN, TARCETINC & PUSITIUNINC UF THE PRUDUCT

1o bulld an effecLlve markeLlng program for any producL lL ls very lmporLanL Lo know abouL Lhe
segmenLaLlon LargeLlng and poslLlonlng of Lhe producL AfLer dolng Lhe opporLunlLy analysls lL
ls very lmporLanL Lo know abouL Lhe people LhaL are Lo be LargeLed and whaL klnd of lmage
abouL Lhe producL ls Lo be creaLed ln Lhelr eyes Lo lncrease Lhe sale of Lhe producL

SLG,LN1A1CN
Sugar ls consumed by each and every person 1hus ln a broad sense Lhe producL whlch ls
provldlng a low calorle sugar alLernaLlve can caLer Lo all Lhe people consumlng sugar 8uL as Lhe
producL ls expenslve lL ls for a selecLlve segmenL of people
lrom Lhe opporLunlLy analysls we can see LhaL Lhe markeL aLLracLlveness ls hlgh because of Lhe
facLors LhaL are llsLed and Lhe producL ls also expecLed Lo grow ln Lhe fuLure Also ln Lerms of
Lhe producLs offered Lhe company ls provldlng varlanLs LhaL no oLher compeLlLor ls provldlng
1he SegmenLaLlon ls ma[orly LnAVCUk ASLD As Lhe producL ls a llfesLyle producL Lhe
purchase ls largely dependenL on cusLomer needs producL usage and purchase lnfluence 1he
producL ls largely caLerlng Lo healLh cauLlous and flL people along wlLh people sufferlng from
dlabeLes
1hls shows LhaL Lhe usage ls largely dependenL on cusLomer need Sugar lree gold ls malnly for
Lhe dlabeLlc paLlenLs as lL conLalns very few calorles whereas Sugar lree naLura and drops are
Lo lncrease Lhe uLlllLy provlde by Lhe producL ln Lhe mass markeL
n Lhe basls of Lhls we can see LhaL Lhe segmenL Lo be craLered ls CusLomer Wellness SegmenL
1hls segmenL (23 and above) aL presenL conLalns a large parL of Lhe lndlan populaLlon
1AkGL1NG
1he LargeLlng sLraLegy LhaL ls Lo be used ln Lhe lnLroducLlon sLages of Lhe producL ls NCnL
,AkkL1NG sLraLegy As we know LhaL ln Lhe lnLroducLory sLage Lhe users are less Lhe company
can go for nlche markeLlng LargeLlng Lhe dlabeLlc people as Lhey need Lhe producL Lhe mosL
1hls would help Lhem provlde Lhe producL a good launch Also Lhe hablL of drlnklng Lea ls very
hlgh ln Lhe dlabeLlc paLlenLs and Lhus Sugar lree Cold whlch comes ln form of LableLs for such
Lea and coffee would provlde a good alLernaLlve Lo sugar Lo Lhese cusLomers 8uL wlLh producLs
llke Sugar lree naLura and Sugar lree naLura drops can caLer Lo a wlder segmenL of Lhe whole
of Lhe CusLomer Wellness segmenL as Lhey provlde ease of use Lo Lhe cusLomer and fulflll Lhelr
psychologlcal need of belng flL 1hls would help Lhe lncrease Lhelr markeL and as Lhe segmenL ls
growlng Lhe company can Lhen concenLraLe on lncreaslng Lhe markeL Lo a ,ASS ,AkkL1
1hus Lhe ma[or LargeL populaLlon should be malnly urban dwellers for whom flLness healLh and
wellness are an lnLegral parL of Lhe llfe 1he segmenL sees Lhemselves as parL of a new and
emerglng Lrends and a segmenL whlch ls brandconsclous ln dlsplaylng a llfesLyle LhaL reflecLs
such Lrends lashlon cauLlous people would also become a parL of Lhe LargeL markeL as belng
healLhy ls also a necesslLy for Lhem



DIILkLN1A1CN
ulfferenLlaLlon ls very lmporLanL Lool LhaL can be used by a company Lo provlde lLs producL a
compeLlLlve advanLage over Lhe oLher producL WlLh Sugar lree Lhe maln focus ls on kCDUC1
DIILkLN1A1CN As Sugar lree comes ln 1ableLs forms many of Lhe compeLlLors have
lnLroduced same klnd of a producL 8uL as Lhe conLlnuous focus ls on producL dlfferenLlaLlon
producLs llke Sugar lree naLura (powdered Sugar) and Sugar lree naLura urops (llquld sugar)
are Lhere LhaL are noL avallable ln Lhe markeL 1hey help ln provldlng a compeLlLlve edge Lo Lhe
company and also lncrease Lhe uLlllLy of Lhe producL 1he consumers can now replace sugar
vlrLually ln any preparaLlons from Lable Lop appllcaLlons Lo desserLs sweeLs mlLhals llke ga[ar
halwa mlxed frulL cusLard lce cream kheer eLc
lrom Lhe generlc compeLlLlve sLraLegles we can see LhaL Lhe producL wlll sLarL from
dlfferenLlaLlon based focus sLraLegy Lo a dlfferenLlaLlon sLraLegy caLerlng Lo a much broader
markeL 1he red secLlon shows Lhe sLraLegles followed for dlfferenL producLs


CML1l1lvL SCL
CML1l1lvL ACvAn1ACL
LWL8 CS1 ulllL8Ln1A1ln
88Au 1A8CL1
CosL Leadershlp
SLraLegy
ulfferenLlaLlon SLraLegy
(SDCA8 l8LL nA1D8A
Anu u8S)
nA88W 1A8CL1
locus SLraLegy
(CosL 8ased)
locus SLraLegy
(ulfferenLlaLlon 8ased)
(SDCA8 l8LL CLu)


CS1CNNG
A mlxLure of Lwo Lypes of poslLlonlng can be used here nSCAL CS1CNNG AND
LkL1UAL CS1CNNG can be used Lo creaLe a brand poslLlon of Lhe producL ln Lhe eyes of
Lhe cusLomer ln case of physlcal poslLlonlng Lhe company needs Lo focus on conveylng Lhe
uLlllLy due Lo Lhe packlng and way ln whlch Lhe producL ls sold le ln powdered form or ln Lhe
llquld form 1he lngredlenLs need Lo be made very clear as Lhe producL ls also used by dlabeLlc
people and Lhey would wanL Lo know whaL Lhey are consumlng AvallablllLy ln dlfferenL slzes
would also help Lhe cause
ercepLual oslLlonlng ls lmporLanL as a cusLomer ls able Lo make a beLLer [udgmenL of a
producL on basls of whaL lL does raLher Lhan whaL lL ls ln case of Sugar lree Lhls klnd of
poslLlonlng wlll play an lmporLanL role 1he producL needs Lo convey LhaL lL ls sweeL and
provldes Lhe LasLe provlded by sugar now LasLe of sugar ls a very sub[ecLlve Lhlng and cannoL
be measured and Lhus percepLual poslLlonlng ls requlred Lo caLer Lo much wlder populaLlon of
people

PERCEPTUAL MAPPINC

lor poslLlonlng ls lL very lmporLanL Lo know how Lhe producLs of compeLlLors are percelved ln
Lhe markeL and Lhe way ln whlch company should place Lhe producL Lo avall maxlmum resulLs
lollowlng 1able shows Lhe prlces and poslLlonlng of all Lhe varlous producLs ln Lhe markeL
88Anu vALDL 8Sl1ln 8lCL 1A8CL1 CDS1ML8S
Lqual Safe SweeL 130 for 100 LableLs eople havlng problem wlLh
sugar
Zero Zero Calorles uerlved lrom
sugar and 600 Llmes
sweeLer Lhan sugar
60 for 90 LableLs roacLlve healLh seekers ln
sec A A2 clLles ln age
group of 3040
SLevlocal DlLlmaLe naLural sweeLener 83 for 100 LableLs
kalorle 1 Sugar SubsLlLuLe ulabeLlc aLlenLs
Suga8lLe A world full of sweeLness
free of calorles
Sold ln owdered
form
ulabeLlc Calorle cauLlous
people

lew of Lhe oLher compeLlLors LhaL are presenL are
O SweeLex Largely selllng brand recenLly acqulred by 8ecklLL
O SweeLos Less expenslve
Sugar free as a producL ls belng sold aL prlces LhaL are compeLlng wlLh Lhese players and lL ls
also caLerlng Lo a much wlder secLlon as lL ls much more affordable has beLLer avallablllLy
1hus on Lhe basls of LhaL a percepLual mapplng of Lhe producLs can be done and overall poslLlng
sLaLemenL can be formed LhaL besL [usLlfles Lhe producL aLLrlbuLes and quallLles ln case of
Sugar lree dlfferenL sLaLemenLs can be used for gold and naLura range of producLs as boLh are
made from dlfferenL lngredlenLs and caLer Lo somewhaL dlfferenL needs
lollowlng flgure shows Lhe percepLual mapplng of varlous sugar alLernaLlves on Lhe basls of
prlce of Lhe producL and Lhe value preposlLlon Lhey are provldlng Lo Lhe cusLomers


















LUAL
nGn UAL1
LCW UAL1
nGn kCL LCW kCL
2LkC
S1LVCCAL
kALCkL 1
SWLL1Lk
SUGAk IkLL