This blog post dives into the insightful conversation between Jasravee Kaur Chandra and Proshanjit Dey (PD) a seasoned marketing professional with over two decades of experience. PD sheds light on his career trajectory, working on nutrition marketing with FMCG giants to Pharma Majors like Dr Reddy’s.
PD emphasises the importance of understanding the consumer’s cultural context and needs, especially when marketing nutritional products. He shares insights from his experience with Dr. Reddy’s, Kellogg’s, and Nestle, showcasing how a deep understanding of the consumer can lead to successful product launches and brand positioning.
PD highlights the importance of science and evidence-based marketing, particularly when dealing with condition-specific nutritional products. He emphasises how crucial it is to work with doctors and healthcare professionals to ensure the credibility and efficacy of nutritional products for target audiences.
Dr Reddy’s Case Studies – Diabetes Supplementation with Celevida
A key element of Dr. Reddys’ approach to diabetes supplements involves moving beyond just treating illness. PD emphasises the importance of promoting overall wellness through proper nutrition, a concept often overlooked in traditional pharmaceutical practices. PD emphasizes the crucial role of nutrition in managing chronic diseases. Malnutrition can worsen a patient’s condition and hinder treatment outcomes.
Educating patients in an engaging way is paramount for Dr. Reddys’ product differentiation strategy. The challenge lies in creating healthy food options that are not only nutritious but also palatable for patients with specific dietary needs.
Marketing nutritional products presents a unique set of challenges. PD discusses the need for clear communication that resonates with patients while maintaining scientific accuracy.
PD acknowledges the psychological aspects of nutrition, particularly the impact on self-esteem and overall well-being. He suggests the importance of building communities and fostering self-esteem for a holistic approach to health.
He emphasises that food is not just medicine; it should be enjoyable as well. Ensuring that nutritional products are both tasty and convenient is crucial for their success: Taste is a primary driver for consumer acceptance. Convenience factors, such as easy preparation and accessibility, also play a significant role in the adoption of nutritional products.
Dr Reddy’s Case Studies – Child Nutrition through Celehealth
PD discusses the crucial role of understanding mothers’ perspectives when developing marketing strategies. Creating relatable messaging and fostering community support for mothers navigating children’s nutrition are key elements for success.
PD highlights the importance of addressing potential nutritional issues early on, even before they escalate into bigger problems. He emphasises the role of science-based solutions and the evolving mindset of mothers who are actively seeking information online.
Role of Mothers in Shaping Nutritional Choices
PD believes that mothers are the key drivers in shaping the nutritional choices of children. He underlines the importance of a mother’s role in introducing diverse food flavours early, promoting healthy habits, and combatting the challenges of picky eating.
PD emphasises the importance of introducing diverse foods to children early on. He highlights a fascinating concept – taste memories. These memories shape a child’s future preferences, so introducing a variety of healthy foods early can lead to long-term acceptance and appreciation. While taste plays a role, PD argues that mothers shouldn’t solely rely on masking flavours. Investing time in educating children about healthy choices and the importance of a balanced diet is crucial for long-term success.
PD discusses the significance of the “tiffin” (lunchbox) as a tool for mothers to control their children’s dietary choices.
The Indian ancient wisdom needs to be harnessed. PD talks about the celebration of Annaprashana, introducing solid foods to babies at 4-6 months, finds scientific validation in PD’s perspective. Early introduction of carbohydrates like rice and wheat can have a positive impact on a child’s health.
Nestle Cerelac Baby Food – Addressing Nutritional Gaps with Fortified Cereals
The discussion opens with a surprising fact: iron supplementation hasn’t yielded significant results in improving children’s health. Iron supplementation, despite its critical role in addressing anemia and other deficiencies, has largely failed to deliver significant results over the past decades: Only 13.5-14% of children have benefited from iron supplementation. Compliance issues and ineffective distribution have plagued iron supplementation programs.
Given the shortcomings of iron supplementation, fortified cereals were marketed as a promising solution to address widespread nutritional deficiencies. Fortified cereals can provide essential nutrients that are often lacking in children’s diets. They offer a practical and palatable option for improving public health on a large scale.
PD highlights the need for fortified cereals as a more effective solution to address this public health concern. This also created renewed interest in the baby food category, and helped in revitalising the Cerelac brand.
Conclusion
The insights from Dr. Reddy’s, Kellogg’s, and Nestlé underscore the importance of a multifaceted approach to nutrition marketing. By understanding consumer behavior, leveraging data, and continuously innovating, these companies have set a benchmark for addressing nutritional challenges effectively. As the landscape evolves, staying attuned to these principles will be crucial for continued success in the field of nutrition marketing.
Jagged with Jasravee, the Marketing Show 
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