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

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Blow Away Calories..Keep the Sweetness.

Basic Proposition

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Competition

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MARKET TREND

Amongst The Diabetics

Rush for weight loss programs

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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

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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

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Obesity has reached epidemic proportions in India in the 21st centuryObesity has reached epidemic proportions in India in the 21st century

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% 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

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Hence more and more overweight/ obese people are signing up for weight loss programsFA

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ALTERNATIVE DIET OPTIONS

The Need

Weight loss programs involve following a strict regime

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But…

Eating is the most important thing in any Indian household.Sugar, spices & oil define the essence of a typical Indian food.

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So most people opt out of these weight loss programs due to inability to follow the regime & resort to alternative diet options.

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This has led to various No/ Low calorie sugar substitutes/ diet products invading virtually all the sectors of the food and the drink market

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SUGAR SUBSTITUES/ DIET PRODUCTS

Who Really Consumes These Products?

Existing/ potential consumers can be divided into 3 categories

Diabetics

Overweight/Obese people

Fitness Conscious

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Existing/ potential consumers can be divided into 3 categories

Diabetics

Overweight/Obese people

Fitness Conscious

SUG

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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

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SUGAR SUBSTITUTES/ DIET PRODUCTS

Category Communication

Category ConsumptionHas shifted from diabetics to overweight/ obese people

Category CommunicationHas shifted from diabetics to fitness conscious

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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

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Case No.1: Sugar Free Gold

Highlights

Sugar FreeFitness Conscious

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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

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Obese as a category has not been explicitly targeted in communication and positioning.

This must be clearly brought out while positioning Blocal.

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TARGET AUDIENCE

BLOCAL

Blowcal will be positioned for

Obese people

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BUYING BEHAVIOR

Artificial Sweeteners

The battle amongst the competitors

It is not at the brand level but at the category level!

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Battling at the category level: Why?

‘Sugar Free’The brand name has become synonymous to the category of ‘Artificial

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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

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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

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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?

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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

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ARRIVING AT THE POSITION

Based On The Key Highlights Of The Presentation

Keywords associated with this category

Diet

No/ Zero Calorie

Sugar Free

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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.

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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’

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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

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DEFINING THE POSITION

Blocal

Blocal

Diet Sugar

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Brand Story

I don’t go to Gym, I don’t diet…I use ‘Diet Sugar’. I use Blocal. D

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THE CAMPAIGN

Blocal

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