COURSE: PRODUCT MANAGEMENT

COURSE INTRUCTOR: SIR RAHEEL FAROOQUI

REPORT SUBMISSION

SUBMITTED BY: AYESHA JAVAID

“A COMPLETE MARKETING REPORT ON NUTRILOV”

IN THE NAME OF DOING WHAT’S RIGHT.

We believe in building strong relationships with our customers and communities,

and with our growers and partners, as well as with one another. Relationships

fostered through trust, transparency, and the stalwart belief that doing something

good is why we all exist. It’s why, each and every day, we are inspired by our

founder’s entrepreneurial spirit to cultivate goodness in everything we do.

PRODUCT TYPE: PREFERENCE

VISION

To shape the future of exceptionally good foods for people everywhere.

MISSION

To ease the minds and lives of consumers everywhere with our simple, safe,

delicious, foods.

VALUES

➢ Connectivity:
We believe in connecting with our teammates, our customers, and our consumers to

create meaningful relationships through trust and transparency.

➢ Integrity:

We take the time to do things right. We are committed to developing better foods

that are made with high-quality ingredients, full of flavor, and safe.

➢ Innovation:

We are inspired by our founder’s entrepreneurial spirit to combine culinary

expertise with consumer research and food technology, so we may continue to

lead the food world with our innovation.

➢ Goodness:

We continuously and enthusiastically cultivate goodness within our products,

employees, consumers, and communities.

COMPANY DESCRIPTION:

It was back in 2014 when, while trying to discover healthy snack options, we realized

there wasn’t really a healthy granola bar available in the local market nor was

anybody in Pakistan making them. While granola bars are supposed to be a healthy

snack primarily made with oats, nuts and honey etc., most of the international brands

available in the market were either full of refined white sugar, high fructose corn
syrup or other harmful additives. This is when we got obsessed with creating our

own version of a snack bar that wouldn’t only taste great, but will also be nourishing.

So off we went to experimenting and creating, trying and testing until we reached

the perfect recipe of our first and original flavor: The Peanut Butter & Raisin Granola

Bar. We had a trial run at IBA City Campus Karachi and to our pleasant surprise all

bars were sold by day end. So we started off as ‘Love Nutritious’ in 2014 by taking

limited orders for home delivery, while also supplying to a local Zumba class

occasionally. However the immense love and positive feedback from our customers

convinced us to officially launch on a much bigger scale as Nutrilov on October 1,

2015 with two flavors: Peanut Butter & Raisin and Chocolate Chip & Coconut. Our

third flavor, Almond Cappuccino, was launched a year later. Our third flavor,

Almond Cappuccino, was launched a year later. Today, Nutrilov bars are enjoyed

throughout the country by people of all age groups from every walk of life. Adults,

children, fitness instructors, yogis, travelers, mountaineers and nursing mothers –

everybody is fond of our granola bars. Not only are we stocked at all the major retail

stores of Karachi, Nutrilov bars are delivered all over Pakistan through our various

online channels.

CORPORATE DESCRIPTION:

We're committed to developing better foods that are made with high- quality

ingredients, full of flavor and safe for everyone. We combine our culinary expertise
with consumer research and food technology, so we can lead the food world and

cultivate goodness within our products, employees, consumers and communities.

CORPORATE IDENTITY:

Corporate identity is who you are as a company, including corporate design,

company culture, values and internal and external communications, creating an

overarching identity for the whole company. Brand identity is the collection of

elements that a company creates to portray an image to its customer.

The corporate identity of nutrilov is the mission of supercharging on-the-go healthy

snacking by innovating products that are delicious, wholesome and better for you.

EXTENDED IDENTITY:
 • Logo, packaging, typography, and personality all represent a brand, along

with customer service, price, product quality, and corporate responsibility

• NUTRILOV products are known for their quality and packaging, we mostly

promote our products in fitness clubs or gyms. The positive customer

feedback helps us to create better products. Through the positive feedback we

were able to identify that along with a healthy granola bar, customers are also

in need of a healthy cereal. The newly launched product of nutrilov is the

amazing crunchy cereal in 3 different flavours.

KEY PRODUCTS:

➢ GRANOLA BARS

➢ CRUNCHY CEREAL

METHODS FOR CATERING CHALLENGES:

1. Hire People with Positive Attitudes

2. Rethink Your Marketing Strategies

3. Find Balance In Product Development

4. Create A Stronger Team

5. Make Virtual Events More Personal

6. Communicate Your Short- And Long-Term Objectives

7. Collaborate With Your Team

DISTRIBUTION CHANNEL

1- ONLINE DISTRIBUTION CHANNEL:

An e-commerce distribution channel is a path through which goods and services

flow from producers to consumers. The primary purpose of a distribution channel

is to make goods and services available to consumers most efficiently and

effectively possible.

2- RETAIL DISTRIBUTION CHANNEL:

What is a retailer distribution channel? A retailer distribution channel is a system

of retailers, wholesalers, and other intermediaries who work together to get

products to consumers. It includes physical stores, ecommerce sites, and mobile

applications.

MARKET SEGMENTATION:

Market segmentation is a marketing strategy that uses well-defined criteria to divide

a brand's total addressable market share into smaller groups. Each group, or segment,

shares common characteristics that enable the brand to create focused and targeted

products, offers and experiences.

1- GEOGRAPHIC SEGMENTATION:
Geographic segmentation is putting your people into different groups or

categories based on where they live. In this type of market segmentation,

customers are put into groups based on factors like temperature, population, food

habits, clothing, etc., as well as where they live.

Nutrilov targets upper levels of the socio-economic class who are health

conscious and work hard in the gym just to attain a particular body type.

2- DEMOGRAPHIC SEGMENTATION:

Demographic segmentation is a precise form of audience identification based on

data points like age, gender, marital status, family size, income, education, race,

occupation, nationality, and/or religion. It's among the four main types of

marketing segmentation, and perhaps the most commonly used method.

Nutrilov is used and admired by people who were in need of a healthy granola

bar after intense workout sessions.

3- PSYCHOGRAPHIC SEGMENTATION:

Psychographic segmentation is the research methodology used for studying

consumers and dividing them into groups using psychological characteristics

including personality, lifestyle, social status, activities, interests, opinions, and

attitudes.
Nutrilov targets people who are health conscious and are in need of

supplementary snacks.

4- BEHAVIOURAL SEGMENTATION:

Behavioral segmentation is a type of marketing strategy that filters and groups

potential customers based on shared behavioral patterns. This strategy can offer

valuable insights and help organizations develop effective ways to increase

customer engagement, satisfaction and sales.

Nutrilov targets people on the basis of health conscious behaviors they project in

their personality.

TARGET MARKET

Nutrilov markets its granola bars as a 'healthy, high nutrition snack'. Nutrilov as

a brand has set a target market of people who are health conscious but have busy

schedules and cannot spend a lot of time preparing healthy meals. I t mainly

targets upper levels of the socio-economic class. Due to the quality and quantity

of the granola bars, their prices are a little high but for people who spend a lot on

healthy supplements of snacks they are very reasonable. One can say that nutrilov

has a concentrated target market.

PRODUCT PORTFOLIO
1- Nutrilov granola bar

Almond cappuccino

Chocolate brownie

Chocolate chip and coconut

Lemon cashew

Peanut butter and raisin

2- Nutrilov crunchy cereal

Berry blast

Chocolate chip vanilla

Coconut almond
PRODUCTS: