Navigating the Path to Parenthood

Unravelling the Consumer Journey for Prega News

Table Of Contents
 About ColorPlus
 ColorPlus – Mission the wave of casual explosion
 Need for Rejuvenating the Brand
 Consumer Insights from Primary Research
 Understanding the ColorPlus Loyalists’
 SWOT
 Current Equity and Brand Analysis
 Role of ColourPlus in Loyalists' Lives
 Key Findings on Loyalists' Mindset, Life Choices & Behavior
 Insights into their Dressing and Fashion Preferences
 Gaps and Opportunities Identified in the Market
 Strategic Recommendations For ColorPlus
 Positioning and Communication Strategy for ColorPlus
 Conclusion for ColorPlus
 Final Thoughts
 Call of Action
About Prega News:
Prega News is a leading brand in the Indian market
that specializes in home pregnancy testing kits. It
empowers women on their journey to motherhood by
providing reliable and easy-to-use products. Prega
News plays a crucial role in pregnancy management,
offering testing solutions and valuable information
and resources to guide expectant mothers through
their parenting journey. The brand's commitment to
quality and accuracy has made it a trusted choice
among consumers, fostering confidence during one
of life's most significant transitions.

Prega
News
Purpose of the
Research
This qualitative research aims to delve deep into
the experiences and perceptions of Prega News
consumers. By understanding the nuanced
journeys of individuals navigating pregnancy and
parenting, we can identify key insights into their
motivations, concerns, and interactions with the
brand. This research provides valuable market
insights that can inform strategies for enhancing
brand engagement and growth within the
competitive landscape of maternal care products.
Who is the Consumer?
Demographics
Women aged 24-30 from urban and semi-urban areas, primarily married,
balancing careers or family life, and middle-income households.

Psychographics
Emotionally focused on family planning and reassurance, with diverse
lifestyles ranging from career-driven to homemakers, seeking accuracy and
control over pregnancy planning.

Respondent Details:
1. Karishma (Age 30, Mumbai):
Career-focused manager, who enjoys travelling, and contemplating family
planning while balancing professional aspirations.

2. Sapna (Age 24, Patna):

Mother of a 2.5-year-old, dedicated to nurturing her family, actively seeks
information on pregnancy and parenting.

3. Sushmita (Age 26, Bangalore):

Freelance designer and homemaker, managing work-life balance with a 2-
year-old daughter, planning for family growth.

4. Betu (Age 24, Lucknow):

Housewife married for three years, planning to start a family soon, enjoys
cooking and social media, eager to embrace motherhood.
Interaction with the
Category
Consumer Experiences:
Consumers engage with pregnancy testing products by seeking
reliability and accuracy in their choices. Many prefer brands they
trust, often influenced by personal recommendations or online
reviews.

There is a mixed preference for purchasing methods, with some

consumers opting for online purchases for convenience and
discretion, while others prefer offline shopping for immediate
access and reassurance.

Common Practices:
Consumers actively use social media and online forums to gather
information and support regarding pregnancy. Platforms like
Instagram and parenting blogs serve as key resources for advice on
pregnancy testing and parenting tips.

Respondents report participating in discussions with peer groups or

influencers, which helps shape their understanding and preferences
regarding pregnancy testing products.

Quotes from Consumers:

• Sapna (P2) mentioned, "I rely on Prega News for my pregnancy
tests because I trust the brand based on my first experience."
This highlights the importance of brand trust in consumer
choices.

• Sushmita (B3) reflected on her approach, saying, "I always

check online reviews before making a purchase." This shows the
importance of digital validation in consumer behavior.​
Triggers to the Category:
Consumer Feedback Summary:
Trust and Reliability:
Prega News is viewed as a trustworthy brand, particularly for the accuracy of its
pregnancy tests, which is crucial during significant life moments.

Ease of Access:
Consumers appreciate the convenience of purchasing Prega News products online
and in pharmacies, allowing for discreet access.

Supportive Resources:
The brand offers valuable educational materials on pregnancy and parenting,
enhancing the overall consumer experience.

Emotional Connection:
Using Prega News products is often associated with empowerment and joy, creating
lasting positive associations with the brand.

Influence of Recommendations:
Trust in healthcare professionals' recommendations significantly impacts consumer
decisions, reinforcing confidence in choosing Prega News.

Triggers for Prega News Purchase

Triggers for purchasing Prega News include emotional factors such as the desire to conceive
or confirm a pregnancy, alongside informational influences like recommendations from
healthcare providers and social media influencers. Behavioural triggers also play a role, with
missed periods prompting the need for testing and a strong desire for privacy in confirming
pregnancy. Overall, consumer feedback highlights both emotional and practical connections
to Prega News, reinforcing its position as a valuable partner in the parenting journey.
Barriers to Prega News Purchase
Perceptual Barriers:
Fear of Complications:
Consumers like Sapna express significant anxiety regarding potential
complications during pregnancy, affecting their willingness to conceive and
their emotional well-being.

Societal Pressures:
Respondents such as Sushmita and Betu face societal expectations
regarding family size and timing, leading to stress and feelings of
inadequacy as they balance personal desires with external norms.

Lack of Awareness and Misinformation:

Many consumers, including Karishma and Betu, struggle with
misinformation about fertility and conception, which can create unrealistic
expectations and frustrations. This highlights the need for credible
educational resources from Prega News.

Practical Barriers:
Skepticism and Distrust:
There is skepticism about the effectiveness of over-the-counter pregnancy
tests, contributing to distrust in products like Prega News.

Availability and Pricing Concerns:

Limited availability in local markets and pricing concerns for lower-income
groups can hinder access to Prega News products.

These barriers create challenges for consumer engagement with

Prega News. Addressing fears, societal pressures, misinformation,
and practical concerns through reliable information and support
can enhance consumer trust and promote a positive experience for
 Purchase Journey Summary
Awareness:
Consumers become aware of Prega News primarily through social media, online searches, and conversations with peers.
Engaging with parenting pages and receiving recommendations from friends and family significantly contribute to their
awareness of the brand.

Consideration:
In this stage, consumers actively research Prega News products, especially home pregnancy tests. They compare different
brands, read reviews, and evaluate factors like effectiveness, ease of use, and brand reputation. Recommendations from
trusted sources heavily influence their consideration, including input from store personnel.

Decision:
The decision-making process often begins with considering a doctor’s visit rather than directly purchasing a kit. Consumers
also experience significant influence from family, particularly elders, regarding the choice between home testing and
medical consultation. Key factors in the purchase decision include
• Emotional Reassurance: Consumers seek reassurance from family and friends about their choice of testing method.
• Personal Experience: Previous positive experiences with Prega News strengthen brand loyalty and encourage repeat
purchases.

Purchase:
Consumers typically buy Prega News products from pharmacies, online platforms, or grocery stores. Pricing and brand
reputation play crucial roles in their final decision-making process.

Decision Influencers:
Recommendations from friends and family are vital in shaping perceptions and influencing choices, while previous
experiences with the brand significantly contribute to future purchasing decisions.
 Brand Perceptions of Prega
News
• Trusted and Reliable:
Prega News is seen as a dependable and accurate brand for home pregnancy
tests, with consumers like Sushmita valuing its consistent results.
• Aspirational and Empowering:
The brand represents hope and security for women planning families,
empowering users like Sapna, who trust it during key life moments.
• Positive Consumer Experiences:
Prega News is regarded as a supportive partner during significant life events,
fostering strong brand loyalty through positive experiences.
• Brand Awareness and Interaction:
Despite strong brand recall, some consumers, such as Sushmita, may
engage less frequently with Prega News due to their limited social media
presence.
• Comparison with Competitors:
Prega News differentiates itself through trustworthiness, ease of use, and
educational resources, making it a preferred choice over competitors.

Prega News is a trusted, reliable brand valued for its ease of use
and accuracy. It empowers women during key life moments, creating
strong emotional connections. While brand recall is high, increased
social media engagement could further enhance user interaction.
Prega News stands out against competitors for its trustworthiness,
Unlocking Key Insights:
Navigating the Pregnancy Journey
Key Insights
• Seeking Reliable Information:
Consumers, such as Sapna and Sushmita, actively seek trustworthy
information about pregnancy and parenthood. This highlights the importance
of Prega News providing reliable, accessible resources to guide women
through their pregnancy journey.

• Role of Social Media:

Platforms like Instagram and YouTube are critical for women like Sapna, who
follow influencers for parenting and pregnancy advice. Peer recommendations
and social validation significantly impact their decision-making process.

Emerging Trends:
Consumers are increasingly interested in wellness as they prepare physically
and emotionally for pregnancy, with women like Sushmita focusing on holistic
health practices, creating opportunities for Prega News to introduce wellness-
oriented content alongside its pregnancy tests. Additionally, social validation
plays a significant role in shaping brand preferences, as women such as Betu
and Karishma are heavily influenced by positive feedback from peers, family,
and online communities. By integrating wellness support and leveraging social
validation through community engagement and testimonials, Prega News can
enhance its brand appeal and deepen consumer trust.
 Strategic Roadmap for Prega News
Strategic Recommendations:
Prega News should enhance educational outreach by providing accurate
information to dispel misconceptions about pregnancy. Women like Sushmita seek
reliable guidance, making it essential to offer content through blogs, webinars, and
social media​

Leveraging online platforms such as Instagram is crucial, as women often rely on

influencers for advice. Collaborating with these influencers and encouraging user-
generated content will enhance visibility and build trust

Incorporating holistic wellness resources is another opportunity, as consumers

increasingly value both physical and mental health during pregnancy. Collaborating
with healthcare professionals can provide comprehensive guidance on nutrition
and prenatal care.

Prega News should enhance its role as a trusted partner in pregnancy by introducing
a dedicated support platform or app that helps women track their pregnancy
journeys. This platform could feature personalized tools for monitoring milestones,
symptoms, and appointments, along with educational resources on prenatal care and
emotional well-being, catering to the needs of expectant mothers.

Conclusion
Implementing these strategic recommendations will position Prega News as a
leading resource in the pregnancy journey. By enhancing educational outreach,
leveraging social media, incorporating wellness content, and building a introducing
a dedicated support platform, Prega News can effectively meet the needs of
expectant mothers, foster brand loyalty, and strengthen its market presence.
 Navigating the Future:
Growth Strategies for Prega News

1. Personalized User Experience:

Develop an algorithm that curates content based on the user’s stage in pregnancy. This could include
personalized tips, articles, and resources tailored to their specific needs and concerns at various milestones.

2. Interactive Mobile App Features:

Introduce features in the app that provide daily tips, appointment reminders, and motivational messages to
keep users engaged and informed throughout their pregnancy journey.

3. Virtual Workshops and Webinars:

Host virtual workshops with healthcare professionals discussing crucial topics like nutrition and childbirth
preparation, positioning Prega News as an educational resource and fostering community engagement.

4. Collaborate with Healthcare Providers:

Partner with healthcare providers to distribute Prega News products in clinics and conduct co-branded educational
workshops, enhancing credibility and visibility among expectant mothers.

5. Storytelling Campaigns:
Launch campaigns that showcase the authentic experiences of mothers using Prega News products. Sharing these
stories through social media can create emotional connections and inspire potential customers.
Conclusion - A Vision for Growth

n today's competitive landscape, understanding consumer needs and behaviors is paramount for
he growth of Prega News. The insights gathered reveal a profound desire among expectant
mothers for reliable information, emotional support, and meaningful community engagement
hroughout their pregnancy journey.

By focusing on smart strategies like creating helpful and interesting content, teaming up with
opular influencers, and offering more products Prega News can build stronger loyalty among its
ustomers and reach more people. It's important to build trust and make sure information is easy
o find, especially at key moments like when women first hear about Prega News, consider using
t, and finally make a purchase.

Recognizing these needs will help Prega News create programs that connect with mothers and
uild long-lasting relationships. As Prega News becomes a complete resource for expectant
mothers, it can offer the support and care they truly need during their pregnancy.

By following these insights and plans, Prega News isn't just aiming to grow; it wants to set a new
tandard for support in the pregnancy and parenting world. Together, we can create a future
where every mother feels well-informed, supported, and connected.
Call to Action
To capitalize on these insights, Prega News should leverage
consumer feedback to improve products and marketing, enhance
social media engagement with tailored content for expectant
mothers, establish partnerships with healthcare professionals
and influencers to build credibility, and launch a support platform
or app to offer personalized resources and foster community
connections.

Future Direction
Prega News should use consumer feedback to refine its
products and marketing, boost social media engagement with
targeted content, partner with healthcare professionals and
influencers for credibility, and launch a support app to provide
personalized resources and foster community connections.

Key Takeaways
Consumers perceive Prega News as a reliable brand for pregnancy-
related information. Social media engagement and influencer
collaborations significantly enhance brand perception. Building a
supportive community is crucial for fostering consumer loyalty.
Providing accurate educational resources empowers consumers and