Issue: 

Protein supplements are seen as something necessary only for the gym goers, and this is due to the way protein supplements have been advertised so far. Six packs and sweaty workouts at the gym are equated with protein supplements. The fact is that protein supplements are very much an essential part of the repertoire for even the non-gym-goers.

Objective:

The objective was to create a brand proposition, marketing strategy and communication that creates awareness and urgency in the TG, leading to trials and subsequently, sales.

The Strategic Approach We Took:

We segmented the TG in 4 segments based on a combination of two factors, viz. eating habits and physical activity. Subsequently, we proposed 4 separate positioning strategies for each of the segments.

Outcome:

The GTM strategy helped position the brand correctly, which helped them in early trials/conversions online.