Sweetox – detox from sweetness

Group 3:
Anupama Rangaswami - 2018008
Navdeep Singh Pabla - 2018033
Saivallabh Salgaonkar - 2018105
Aishwarya Nunes - 2018196
Ananya - 2018197
Raghav Sharma - 2018229
Y.Bhavyashree - 2018251
 About the product

• 2 cubes representing sugar and a cross mark
that represents the cancelling out of
sweetness.
• Play on the word “Detox”
• Made of Phospholipids (Semi permeable membrane
material).
• Traps the dissolved sugar crystals into its mesh like
structure.

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 Need Analysis
• Increasing number of diabetic people in India (80 mn+ by 2030)

• India has the highest number of diabetic patients

• Most developed countries are going through an obesity crisis

• Ready to eat beverages and food items are prevalent

• Fitness is a growing trend with people

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What respondents like about the product?
How often would respondents use it?
 Brand Mission and Vision
❑ Brand Name - NOC – NO Consequences

❑ (Mission) – To let people, indulge without the

consequences.

❑ (Vision) – A world where health consequences do not

inhibit people from consuming food and beverages of their
choice.
 Integrated Marketing Communication
❑ Positioning: Being a new brand, we intend to position it as a health
and fitness product
❑ Communication Strategy Statement: Differentiation by showcasing
that our product helps our consumers indulge in our guilty pleasure
without the consequences.
❑ Advertising Strategy Statement: Convey the functional benefits of
Sweetox and promote a healthy lifestyle amongst the consumers.
❑ Creative Strategy Statement: showing the sugar absorbing
capabilities of the stick through simple imagery and less verbose
content.
 SEGMENTATION

Target Group Funneling “Our customers would be Urban health

Total population 1.3 billion

conscious people who are both
concerned and aware about the health
Remove rural and non-health conscious consumers
#90 million Low cash risks posed by drinks having high sugar
Remove Tier 2+ cities content and are ready to spend a
#57 million
Low Purchasing
+ power
premium for their health”
#31 mil. Remove SEC low
Low purchasing power

Health conscious: Urban Tier 1-2 , SEC high-mid

&high +
Data source: Indian Habit of Being Healthy 2018, Redseer report
Product packaging
• Rectangular box with the
dimensions 10cm * 8cm *
2cm.

• Combination of vivid blue and

white.

• Logo will be on every side of

the product including the flap
as well

• Front of the box will contain

the whole product name.
THANK YOU! 

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