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EAT.PRAY.LIVE.
Introduction Nutrofy Consumer Health Care, India is a group company of Nutrofy International Pvt. Ltd., and one of the largest players in the Health Food Drinks industry in India. The year 2012 has been a landmark year for the company, as it has crossed sales over Rs. 2,000 crores. The company recorded an increase of 15% in sales and 23% in PAT during 2012 over the previous year. Also, it has achieved consistent double digit profitable growth for the eighth year in a row. Nutrofy International one of the world's leading research-based healthcare companies is committed to improving the quality of human life. They have the best-in-class employee force, spread across a nation-wide network of stockists and field men, who ensure that the company's products are readily available across the nation. The distribution network of Nutrofy comprises of over 3,200 wholesalers and 5,00,000 direct retail outlets. The company has its manufacturing plants located in Chennai and Rudrapur. The product portfolio of the company comprises of over the counter medicines, oral care products and nutritional healthcare drinks, all of which are market leaders. The nutritional categories include world-class Health Food Drinks, whereas oral care product range consists of toothpaste, toothbrushes & mouthwash. The GI and analgesics products have a trusted household healthcare name in the OTC medicines and the Rubefaicent products have one of the leading brands in the pain relief segment with a range of variants that provide quick and effective relief from head, neck, back joint and muscular pain.

Figure 1: Product Categories for Nutrofy

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Gluten-free Products and the Potential Market A potential emerging market has been identified by the management at Nutrofy - the market for gluten-free products. These products are a must for those suffering from Celiac disease. Celiac Disease is an auto-immune disorder of the small intestine that occurs in genetically predisposed people of all ages. A hereditary, lifelong digestive disorder affecting children and adults, it is a condition in which every speck of gluten (the protein contained in wheat, barley, rye and their derivatives) consumed sets off an autoimmune reaction that causes the destruction of villi in the small intestine leading to extreme digestive disorders. There are a variety of gluten-free products available worldwide such as glutenfree breakfast cereals, snacks, bakery & confectionary, and other products too. This market is expected to reach $6,206.2 million at a CAGR of 10.2% by 2018 globally. In India, Celiac disease is more commonly occurring than it is recognized. With as many as 97% of Celiacs remaining undiagnosed, this remains a largely untapped market that will continue to evolve as more people are diagnosed and more innovative gluten-free products are made available. Once diagnosed, Celiacs shall enjoy a lifetime of gluten-free eating. According to a study by the Department of Gastroenterology and Human Nutrition in India, the prevalence of celiac disease in the north Indian community is 1 in 96. Despite of such large numbers, even though the Food Safety and Standards have clearly defined what sodium free, sugar free, transfat free or even energy free means; there are no guidelines yet that tell you what 'Gluten-free' stands for. The Consumer Deepak Sikand had lived with Celiac Disease for 45 years before it was diagnosed 13 years ago. "By the time I knew I had Celiac Disease, I was very weak and had osteoporosis due to bone degeneration. I could not manage my condition because I never knew what I was suffering from. Now, with a healthy gluten-free diet, I am free of constant illness," Sikand told Newsline.

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A very diverse group of consumers purchase these gluten-free products. The main group includes those affected by celiac disease (CD), for whom a strict gluten-free diet (GFD) is the only treatment for managing the disease and reducing the risk of other complications like gastrointestinal problems or bone fractures. However, it is also important to note is that gluten-free products can be purchased by those as well who suffer from a wide variety of other conditions including non-celiac gluten sensitivity, wheat allergy, autism, ADHD, multiple sclerosis and irritable bowel (IBS). While gluten-free is a must for celiacs, it is now also being observed as a health trend. People are soon catching up on the idea of gluten-free diet as a healthier lifestyle option. Moreover, weight management and nutritional values are some of the other reasons that can drive the consumer. Also many sports persons and celebrities have been endorsing gluten free diet - Novak Djokovic became the No. 1 tennis player in the world shortly after switching to a gluten-free diet, but admits he still occasionally misses chocolate, pizza and pasta on the grain-free regimen. The tennis player won five out of six Grand Slams after he went gluten-free in 2010. Problem Statement With so many people with a need to avoid food containing gluten, a demand for gluten-free special products has arisen. Euromonitor report predicts that the breakfast cereals market currently at Rs. 860 crores in India, will grow by a CAGR of 16% between 2011 and 2016, rising to Rs. 1,565.20 crores. The Vice President, Marketing at Nutrofy Consumer Healthcare, India plans to tap this growth market of gluten-free breakfast cereals. Further, there is a lack of awareness of gluten allergies and the intensity of intolerance towards it. Thus, Nutrofy wants to capitalize on the situation and successfully carve out for itself a new product category.

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Event Format The event will be conducted over two rounds: Round 1 (qualifying round) The teams are expected to come up with the following deliverables: 1. The participants have to devise a complete branding strategy that shall include the brand elements for gluten-free cereals as a new product from Nutrofy. 2. Also the participants will have to devise a positioning statement linked to their branding strategy for the gluten-free cereals by Nutrofy. Guidelines for 1st (qualifying) round 1. Participants should email their entries in a PowerPoint presentation with a maximum of 10 slides (including the title slide). 2. The assumptions made, if any, should be clearly stated and justifiable. 3. Teams will be shortlisted for second (final) round on the basis of the content of the presentation. Round 2 deliverables will be communicated to the qualified teams later. Judging Parameters 1. 2. 3. 4. Effectiveness of strategy devised. Extent of primary and secondary research conducted. Analytic rigor. Innovation and creativity.

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Rules for the event 1. The team can be represented by a minimum of 2 and maximum of 3 participants. 2. The Participants are required to submit a softcopy of their entry for the qualifying round before 10th November 2013, 23:59 hrs to the MarkUp email id (markup.imt@gmail.com). The subject line of the email should be EPL_<TeamName>_<college name> For example, if the team ABC is participating then the subject should be EPL_ABC_IMT 3. The Presentation must be in Microsoft PowerPoint Presentation format only (ppt/pptx) and not exceeding 5MB in size. 4. The cover page/slide should include details about: The team name The Participant names, phone numbers and email ids The Institute Name 5. Please adhere to the timelines aforementioned, otherwise the entries will not be considered. 6. Once the entry is submitted no changes are allowed either in the document sent or in the team composition. 7. The organizers reserve the right to extend the deadline and/or modify the event as considered fit. In case any changes are deemed necessary the same will be communicated via the MWC website: http://mwc.clubmarkup.com 8. The decision of the organizers will be final and binding on all contestants. Rules for MWC 1. Registration is compulsory to participate in the events of the Marketing World Cup. 2. Once registered the teams need not separately register for any of the individual events. 3. Team size can be minimum 3 members and maximum 8 members. 4. The names of the participating members (from a team) for an event must be sent along with the entries for the contest. The number of participants for each event will vary and will be mentioned along with the other details of the event in the event document.

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5. Certificates would be awarded to the Winners and the Runners Up of every event. 6. Besides prizes, the top 5 teams from every event will be awarded points which will reflect on the MWC scorecard. The scorecard will be available online, and teams can keep track of their positions in the run up to the Cup. 7. The team with maximum points accumulated on the scorecard will be awarded the coveted Marketing World Cup. Conquerors Bounty: Prize worth Rs. 40,000/Deadline for Round 1 submission: 10th November13, 23:59 hrs For queries contact Satyen Chopra: +91-9311051382 Niharika Arora: +91-7840083912 For other details visit MWC registration and other details: http://mwc.clubmarkup.com Know more about Club MarkUp: http://www.clubmarkup.com For any further queries e-mail us at: markup.imt@gmail.com

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