Case Study on Consumer Behavior and Marketing Mix of Newly Launched Probiotic Butter and Probiotic Chocolates in India

Abstract

Consumer behavior and consumption patterns are influenced by various factors. One important factor is health, the desire for a healthy life has been driving the demand for consumption of nutritious and functional food products. In order to lead a healthy life style consumer’s often shift to food products that offer a balance of ‘taste and health’. One such healthy range of products especially in the dairy products is the probiotic range. Since the early 1900’s the use of probiotics in various products has been a topic of discussion and has led to various innovations. Probiotics, popularly understood and defined as the good bacteria have now been known to have many non-pharmacological therapeutic effects. These products help a great deal in diseases related to the human intestinal tract. These products have also been found to be beneficial in the control of cholesterol and thus serving as a crucial element to avoid heart ailments. The use of probiotics was limited to milk and milk products in the past. It is established that milk is a good delivery channel for the probiotic to reach the human gut. Recent studies have shown that chocolate has similar properties and can help the probiotic to reach the gut without getting harmed in the digestive tract. The introduction of probiotic butter and probiotic chocolate in the Indian market is a revolutionary step. The Nutralite Doodh Shakti Probiotic Butter is promoted as ‘tasty way to support your immunity’. The PROCOA Probiotic Chocolates are promoted as ‘healthy and guilt-free experience’ & ‘guilt- free, pure indulgence’. Both butter and chocolate are considered rich and indulging. Both the products are targeted towards the consumers who need probiotics to stay healthy or as a therapeutic food. At the same time the consumer also needs to experience the taste as ‘usual’. This study is an attempt to understand the consumer behavior around probiotics and the rationale behind introducing probiotics in butter and chocolate. It also explores the marketing mix (4 Ps) of these new products.