Marketing Plan for Medilina. Marketing Management Internship under prof Sameer Mathur.

1. Marketing Plan for Medilina

2. Contents-
1. Executive Summary
2. Situation Analysis
3. Goal
4. Strategy
5. Tactics
6. Implementation

3. Executive Summary
 Medilina is the common name for human and animal
food supplements produced primarily from two species
of cyanobacteria: Arthrospira platensis, and Arthrospira
maxima.
 It has a very long history of being served as a source of
food for human beings.
 Today Medilina is being consumed by millions of people
all over the world and they are discovering lots of
health benefits apart from its nutritive value.

4.  Medilina is richest food source of complete protein with more than
60% protein content.
 Medilina is richest food source of beta carotene, which is higher
than any other known sources of beta carotene. The Beta carotene
content in Ayurlina is 25 times more than that in raw carrots.
 Medilina is richest food source of vitamin B12, which is more than
any other known sources of vitamin B12.
 Medilina is richest food source of gamma Linolenic acid (GLA)
which is precursor to body’s important hormone prostaglandin.
 Medilina is extremely high in Chlorophyll, which helps remove
toxins from the blood and boost the immune system.
 Medilina contains a spectrum of natural antioxidants like beta-
carotene, vitamin E, vitamin B1, B5, & B6, zinc, manganese,
copper and selenium & amino acid methionine.

5. Comparison of Spirulina with Egg and Milk
Content Spirulina Egg Milk Unit
10 100 100 g
Protein 6.5 13.3 3.2 g
Fats 0.5 13.3 4.1 g
Minerals 0.7 1 0.8 g
Carbohydrates 1.5-2 – 4.4 g
?-carotene 18000 600 174 ?g
Folic acid 1 70.3 5.6 ?g
Vitamin B1 (Thiamin) 0.31 0.1 0.05 mg
Vit B2 (Riboflavin) 0.35 0.4 0.19 mg
Vit B3 (Niacin) 1.46 0.1 0.1 mg
Calcium 100 60 120 mg
Phosphorus 90 220 90 mg
Iron 15 2.1 0.2 mg
Energy 36 173 67 kcal

6. Company Overview
 NB Laboratories have in-house R & D and Quality Control Department
(QCD) with Chemical, Physical and Microbiological analysis
laboratories.
 QCD is equipped with all infrastructure facilities to test
Microcrystalline Cellulose, Sodium starch glycolate, Croscarmellose
sodium, Cellulose powder, Maize Starch and Spirulina.
 All testing are carried out by Well-qualified and experienced staff.
Standard Analysis Procedure, Quality Plan, Standard Operating
Procedures, Standard Hygiene and Cleaning Procedures, Standard
Calibration Procedures.

7. Market Overview
 NB Laboratories ensures that inspection and testing of incoming, in-
process materials and final products are carried out as per laid down
relevant Quality Plans, Standard Operating Procedures & Standard
Analytic Procedures
 Raw materials are inspected & tested for each consignment against
relevant quality plan and released for production only after their
acceptance by QCD. In-process inspection activities are carried out as
per in-process Quality Plan.
 Finished product is inspected as per relevant Finished Product Quality
Plan. Finished product is finally released after it meets specified
quality as described in Quality Plans.

8. Target Customers
 Medilina is for the people who are health conscious and believe that
fitness is a must; athletes and bodybuilders, who need the extra bout of
energy to keep them going.
 Busy executives and managers who are constantly on the go and seek
clarity of mind to accept challenges. Students who need to be always
attentive and sharp to stand out amongst the crowd.
 Diet conscious people who are looking to shed weight as having Spirulina
during as a part of a controlled diet is very useful for it provides most
nutrients without any extra calories and counters fatigue from all the
exercising.
 Senior Citizens who deal with problems of poor appetite and poor
absorption of nutrients within the body; Pregnant and nursing women who
need extra nutrients to nourish their offspring.
 Children of any age, especially the ones whose parents have issues getting
them to eat healthy; or Patients who are on the recovery stage from
illness.

9. Goal
 The company’s aim is to be world’s no.1 Spirulina (Medilina)
manufacturer.
 Currently, NB Laboratories is the second largest manufacturer of
Spirulina in India.
 To reach turnover of about 500cr within the next 10 years.

10. Health Benefits
 Medilina is overloaded with unique phytonutrients like
phycocyanin, polysaccharides and sulfolipids that not only enhance
the immune system, but also reduces the risks of infection, cancer
and auto immune diseases.
 It is rich in natural carotenoid antioxidants that promote cellular
health and lessen the risk of cancer. It also has the cleansing effect
chlorophyll which helps detoxify bodies that are always subjected
to pollution.

11. Amazing Facts
 Reduces blood cholesterol
 Controls diabetes
 Helps in kidney detoxification
 Is very useful in combating malnutrition.
 Is very useful in preventing vitamin A deficiency and in cancer
prophylaxis.
 Is very useful in prevention of anemia.

12. Services
 Spirulina Industries of NB Laboratories Pvt. Ltd. is spread over 15
acres of Land and over 6 Acres of Pond Area.
 The Spirulina is grown in a pollution free, controlled environment,
away from any other Industry.
 All the major operations at the plant are automated.
 The Special Harvesting Technology makes our Spirulina different from
others in Bacteriological and Chemical Quality.
 Strict and dedicated efforts are made to maintain the quality of the
product!

13. Branding
 Name- Medilina
 Logo-
 Slogan- We care for your smile

14. Dosage
 The Spirulina produced at NB Laboratories Pvt Ltd, has a typical seaweed
taste and goes well when mixed with other food recipes or as a sprinkler
dressing on salads.
 NB’s Spirulina can also be consumed in the form of Capsules, Tablets,
flakes or in powdered form or even along with flavored drinks.
 1 to 2 Medilina capsules or tablets daily 10 minutes before every repeated
meal.
 4 NBLPL Spirulina capsules or tablets daily 1/2 hour before each meal
during dieting.
 For athletes and bodybuilders 4 to 6 NBLPL Spirulina capsules or tablets
1/2 hour before they start exercising.

15. Products
 Medilina Capsules
(Plastic bottle package 120 Capsules x 500mg/Capsules)
 Medilina Tablets
(Plastic bottle package 120 tablets x 500mg/tablet)
 Medilina Spirulina Powder
(Pet jar package – 1 kg powder)

16. Medilina tastes great with-
 Baby Food
 Wine
 Beer
 Yoghurt
 Breakfast Cereals
 Fruit Juices
 Milk
 Rice
 Tea/ Coffee

17. Implementation
 Infrastructure- The ponds size has to be increased from 6acres to
more than 50 acres for effective growth of the product.
 Processes- Some new processes & innovations to be brought out for
improving the efficiency of product.
 Also some idea to lower the manufacturing cost of the product, so
that the profits are high.
 Creating a new market in the European countries.

18. NB Benefits
 Training Programs are well documented and available with Quality Control
Department. Issue and receipt of raw material, in-process and finished
material are strictly controlled and FIFO is respected.
 Stability study of shelf life samples is carried out as per Quality Plan and
sample from each batch is retained for the period of five years. Calibrated
instruments are used for measurement and inspection activities.
 Raw materials are inspected & tested for each consignment against relevant
quality plan and released for production only after their acceptance by QCD.
In-process inspection activities are carried out as per in-process Quality Plan.
 Finished product is inspected as per relevant Finished Product Quality Plan.
Finished product is finally released after it meets specified quality as
described in Quality Plans.

19. Contact NB through
 Website- www.spirulinanb.com
 Facebook
 Skype
 Linkedin
 Twitter
 Mail
 Fax
 Phone

20. Thank You!

21. Disclaimer
 Prepared by Poorvang Agrawal, a student of MIT Manipal pursuing
Chemical Engineering (3rd year).
 Marketing Management Internship under the guidance of prof. Sameer
Mathur (IIM Lucknow).