Economic Presentation

BELén Bascán, Martín Vidal, Rodrigo López, Uriel Cruz and Paula Moreno

Sections like this help you create order

Introduction

demographic profile

3) type of people

4) LOCATION

2) GENDER

1) age

PSYCHOGRAPHIC profile

1) lifestyle

2) hobbies

3) behaviour

4) technological

SOCIAL TRENDS

CONSUMER BEHAVIOUR ANALYSIS

Indya product line and sdg’s relation

•Product Lines: 1.AI Personalized Nutrition Plans 2.Meal Plans and Recipe Suggestions 3.Performance Monitoring.

•Relation to SDGs: •SDG 3 (Good Health and Well-Being): Promoting healthier lifestyles. •SDG 2 (Zero Hunger): Supporting better nutrition choices. •SDG 12 (Responsible Consumption): Encouraging sustainable eating habits

CONSUMER BEHAVIOUR ANALYSIS

INDYA Self Concept

•Brand Personality: Innovative, tech-driven, athlete-centric. •Brand Values: Health, performance, and technological innovation. •Emotional Connection: Empowerment through personalized nutrition, trusted by top athletes like Pau Gasol and Iker Casillas.

CONSUMER BEHAVIOUR ANALYSIS

Product involvement and decision process

High Involvement Product: Nutrition is crucial for athletes’ performance. Impacts their performance,health, and long-term success

Implications: Extensive research and careful decision-making. Importance of expert endorsements and professional advice. High retention focus due to significant impact on performance

CONSUMER BEHAVIOUR ANALYSIS

Reducing Seasonality in Demand.

Off-Season Campaigns: Promote training and nutrition year-round. Product Diversification: Focus on recovery and pre-season plans. Subscription Plans: Offer long-term membership options for consistent engagement. Partnerships: Collaborate with teams and gyms for broader reach

CONSUMER BEHAVIOUR ANALYSIS

Competitor Analysis

Direct Competitors: HEXIS: Sports-specific, data-driven nutrition. MyFitnessPal: General nutrition tracking for mass market.- Lifesum & Yazio: Focus on wellness and weight loss, not athlete-specific. Nutrium: High personalization, but geared towards professionals. INDYA’s unique positioning focuses on athlete-specific, high personalization

CONSUMER BEHAVIOUR ANALYSIS

CONSUMER BEHAVIOUR ANALYSIS

Why These Companies Succeed in the Market

Technology: Advanced AI and data-driven personalization appeal to athletes. Personalization trend: Growing demand for tailored health solutions. User Experience: Intuitive design and effective progress tracking increase user retention.

IMAGE, CX AND UX

1)SYMBOLS AND SIGNS OF THE BRAND

IMAGE, CX AND UX

3) Improvements for the website

IMAGE, CX AND UX

4) PHYSICAL STORE

COmmunication with the publics

COmmunication with the publics

1.Briefly identify the different social groups previously identified that would purchase INDYA's products and services, and explain the reasons for their choice.

Professional athletes Recreational and Semi-Professional Athletes Individuals Nutritians and Healthcare Professionals

COmmunication with the publics

2. Analyze the brand's social media platforms.

Instagram Twitter LinkedIn YouTube

COmmunication with the publics

3. Comment on what improvements should be made in its communication strategy, including the key messages you would deliver to potential consumers and the main ideas to convey in a future campaign.

User stories Launch a new activities: "Your Potential, "Perfect Fuel" Increase participation in interactive activities Deliver B2B messaging to nutritionists and healthcare professionals.

COmmunication with the publics

4. Decide on the best strategies you can think of to build a community on social media in the B2C channel.

Live Q&A sessions with proffesionals User generated content Recommended content Interactive Challenges Athletes in the Spotligh

B2C

COmmunication with the publics

5. Elaborate on what measures you would implement to attract a greater number of nutritionists in the B2B channel.

Partnershiop Programs Professional Education Seminar Professional networking events

B2B

INTERNATIONAL EXPANSION

Product Localization and Market Adaptation: Adapting INDYA’s offerings to align with Spanish consumer preferences is crucial. Given Spain’s emphasis on the Mediterranean diet and natural ingredients, INDYA could introduce locally-inspired flavors or formulations that resonate with Spanish dietary habits.

Brand Awareness and Trust-Building: As a new brand in Spain, INDYA will need a strong strategy to establish credibility. Partnering with local influencers, health experts, and wellness figures can help introduce the brand to the Spanish market.

Competitive Positioning and Differentiation: With a crowded market, INDYA needs a clear, unique value proposition to stand out. Emphasizing product quality, personalized nutrition, and sustainable practices would differentiate INDYA from competitors.

CONCLUSION