PRODUCT ATTRIBUTES:

Packaging? Color? SKU? Taste? Quality? Size?

USERS:
QUESTIONS

Who are actual consumers of fiber?

Why do they mostly consume it? Example
Fitness, Acidity/Constipation, Cholesterol
How do they mostly consume it? Milk,
Water, Yogurt, Beverage, Direct
Consumption
When do they mostly consume it & in what
quantity? Daily, Weekly, Monthly
Consumer acceptability as prescription vs.
OTC
What is the selection criterion for brand
switching?
Consumer perceived value as branded vs.
pharma?
From where do they buy fiber mostly?
What are the frequency, SKU & quantity?
Who are actual shoppers of fiber?
What is their source of information?
What is their perception about fiber brands
& why?
Which is the most preferred brand of fiber
& why?
What is the significance of liking or disliking
any particular fiber brand?
What are consumers expected price points?
Do they want any modification or
something new?
NON-USERS
Who dont consume fiber?
Why do they dont consume it?
What is their desire to try something new?
What can be done to convince them to use
fiber?

ACTION
STANDARDS
Plain Fiber
Promotion
Strategy
Promotion
Strategy
Promotion
Strategy /
Product Quality
Promotion
Strategy
Promotion
Strategy

ACTION
STANDARDS
Flavor Fiber
STP
Product Planning
Product Planning

Go-To-Market
Strategy

Pricing Strategy
Placement
Strategy
SKU Strategy
Promotion
Strategy
Media Planning
Product Planning

Placement
Strategy
SKU Strategy
Promotion Strategy

Product Planning

NPLs

Product Planning

NPLs

Pricing Strategy
NPLs

Pricing Strategy
NPLs

Promotion
Strategy
NPLs
NPLs
NPLs

NPLs

ATL/BTL Strategy
Promotion Strategy

NPLs
NPLs
NPLs