Muscle Milk Essay

Father and intelligence Mike and Greg Pickett, Founded Cytosport Inc. in 1988. The yield with good taste chumps bodybuilders and athletes. massiveness builder draw is not alone designed with athletes or body builders in mind, entirely keister be beneficiary to a wide range of individuals pursuance to be stronger, healthier, leaner, livelier or bigger. CytoSport just obtained its NSF Good Manufacturing Practices (GMP) for Sport Registration, showing credibleness that it does not contain any substances on the banned list recognize by the World Anti-Doping Agency, the National Footb each(prenominal) League, Major League Baseball, etcetera (Bloomberg Business Week, 2008).Unlike early(a) companies, Cytosport condemns the character of performance enhancing drugs, and by means of its efforts with IOC, NFL, and NCAA, lead never include chemicals like steroids amongst their ingredients (article Base 2010). CytoSport, one of the companys best selling reapings, muscularity d raw, is designed to provide nutrients that will by nature build up bodily tissue. musculus take out has several(prenominal) offstage brand, including powder mathematical products, pre-blends products and power bars. Muscle take out RTD (Ready to Drink) which comes in five sexually attractive flavors Chocolate shake, Vanilla creme shake, Strawberry and creme, Banana creme shake, Chocolate malt.Every store contains 25g of premium proteins for sustained energy including, Calcium and Sodium Caseinate, and milk Protein sequestrate (Cytosport 2010). The 14 oz. serving of Muscle milk is gluten and lactose free and contains just 25 grams of protein to sustain energy, carbohydrates and functional fats for energy metabolism, and all essential aminic acids in 20 vitamins and minerals. Combining science with performance Muscle milk allows for rapid muscle growth, high energy, and increased metabolism of fat.The creators of Muscle Milk listen to the needs of their consumers and offer a sort of options for their product, such as Muscle Milk return, their low calorie blend, or Muscle Milk Naturals which omits the habit of artificial s shitteners (all demarcation 2008). Competitive review, Muscle Milk is soon the leader in RTD protein shakes (Bloomberg Business week 2008). However in that location is a quickly rising competitor exposed Isopure, although at the moment it has not except had as much sales as people who lead been in the market for a while they tolerate a formula which provides them with carbon% all isolated natural protein (All Business 2008).In All business week article explains the distribution review, the product can be fix at stores such as GNC, 7 Eleven, Costco, Vitamin Shoppe, and Fitness First Gyms. It is in addition available in several popular online sites such as body grammatical construction. com, prosource. net, keysupplements. com and several others. Partnered with Pepsi Beverages Co. to distribute the RTD line of Muscle Milk and Muscle Milk Light in its territories in the US and Canada. The military groups of the company are since, Established in 1998 Cytosport has valuable sales experience in performance enhancing market.Our brand name is very well liked and recognized by bodybuilders and partners alike and is already being marketed via sports teams such as the Yahoo cycling team and the nether Armour Football Combines. There are over $200 trillion in sales within the last accounting period (Article small 2010). It has the financial resources to study the market trends thereby, plan for the future, train sales violence and to effectively market the brand. There are several weakness of our product, provoker recognition, even though Cytosport is an established and renown by the gym population, the ecumenic public still doesnt know of their products.Some people whitethorn experience diarrhea, abdominal cramps and nausea after the consumption of Muscle Milk (Livestrong 2010). Some of the opport unit of measurementies of our product we are currently proud to be keep 24 colleges by improving over 125 athletic programs. We do this by providing our Muscle Milk line of products to assist in their strength training (livestrong 2010). In March, CytoSport introduced Muscle Milk Protein H2O in GNC stores and Costco, cardinal of their biggest partners. The Protein H20 comes in a variety of fruit flavors including Grape, Grapefruit, Orange and Raspberry.The product contains 60 calories and is sugar-free. In todays gym obsessed world, Cytosport is utilizing this is an opportunity to levy muscle milk, thus increase its market share, whilst creating value for the customers. Unfortunately there are several threats, Nestle USA is currently suing Muscle Milk saying that they do not have any actual milk in their product and that is eceptively misdescriptive (All Business 2008). A third party checkup group may come out with research indicating that this type of product is unhealthy (all Bus iness 2008).There are also over liter other competitors in this Market including CNP professional Proslam, Strength Systems USA Muscle Blast, and AllMax Nutrition ISOFLEX. Pepsi Co might start their own line of product if they put one across this as a good revenue line That can also be a threat. Future FDA regulations on the product may cause us to cease operations. SO Strategy, we use strengths to take favour of opportunities Use of their efficient R&D team to develop in the altogether products quickly to respond to unfermented distribution channels demands.We also use of experience and knowledge to create and address the specific needs of new segments of the market. Ex. Female athletes and children. WO Strategy, overcoming weaknesses by taking advantage of opportunities. Gaining brand recognition through the partnership with Pepsi Beverage Co. also improving their logistics specifically their product distribution. ST Strategy, use of strengths to avoid threats. Using the expe rience and product knowledge to successfully make out with any new competition entering the market. These are the TOWS analysis building strategies.Brand Positioning strategy, We currently have a benefits positioning strategy. Our product gives consumers a better way to quickly recuperate after a tough workout. For example, while working out, drinking muscle milk helps recruit nutrients in your body to gain energy. Another benefit for the consumers are since we target mainly body builders, They have to maintain a healthy regimen to stay in good shape, muscle milk have all the proteins and vitamins for the body needs, and consumers can replace their meal by drinking muscle milk.Product Branding strategy, Muscle Milk is a co-brand product with Cytosport. two companies work together to make this product the best for our consumers. Line Extensions, we have already made several changes to the formula to create a variety of RTD protein shakes such as Muscle Milk light and diet Muscle Milk. For the pricing strategy, we reviewed the category performance and free-enterprise(a) items apply Safeway SmartTraks, risk reports and the ascertain chart to show the harm sensitivity for Muscle Milk and the competitive items.We then provided Safeway with an in depth data analysis which included a price market survey for all nine Safeway divisions versus the competi- tion for the entire category to allow them to evaluate and consider a strategy change for sports viands in their stores on a national basis. Our strategy was to move Muscle Milk from a high-low promotional program to an everyday low represent program. In order to do this, we needed to approach CytoSport to present our findings and see if they would be interested in providing funding based on our analysis that at a lower retail price, they would see an increase in product move- ment.This process also involved providing Safeway with projections to show them that the increased unit and dollar sales at a cruc ifyd retail price would increase their overall adjusted gross margins. With the VP of Sales at CytoSport we successfully developed and presented a plan to Safeway where CytoSport would provide the incremental funding and Safeway would reduce their margins in order to bring Muscle Milks retail price down. The Distribution strategy, we will reduce the cost of production, transportation and other costs associated in the process by creating a partnership with Pepsi.On the Marketing communication strategy, we used Shaq as an advertisement and created a particular(a) edition bottle. Goal of this strategy Muscle Milk is not only a good source for protein for your workouts, it can now make you smell like Shaquille ONeal. We plan on using this strategy in the future with other athletes such as Brandon Roy, Ryan Hall, and etc. (Promo Magazine 2009). Since college sports are very popular we started creating limited-edition bottles themed after some of the most famous college football game t eams such as Georgia Tech, University of Miami, UCLA and etc.For example in UCLA wee created a bottle just for the theme of their football team using the colors of their school which are gold and blue. The 7,500 bottles produced are expected to be on shelves in November (Promo Magazines 2009). Creating value, We plan on improving our website so that we have a premium buyers page where you can get your product shipped high-speed the more you buy. Our partnership with Pepsi Co. makes this possible. These preferred will also be receiving supererogatory offers, such as if they pay their account balances within 15 long time they get a 2% discount.Value proposition, Cytosport will provide character product to its customers at low prices, Establish good customer family and loyalty, In turn maintain and/or increase the market share, and square(a) consumer needs with superior quality products, efficacy and reliability.Reference Quiton. B. (2009). Muscle Milk Energizer with Shaq. Promo Magazine, retrieved from http//promomagazine. com/ countersign/muscle-milk-energizes-shaq-0114/ Odell. P. (2010). Muscle milk Debut college Theme bottles.Promo Magazine, retrieved from http//promomagazine. com/news/muscle-milk-debuts-bottles-0928/ All Business (2008). Retrieved from http//www. allbusiness. com/marketing-advertising/marketing-techniques/12590370-1. html Bloomberg Business Week (2008). Retrieved from http//investing. businessweek. com/research/stocks/ cliquish/snapshot. asp? privcapId=6925027 Livestrong (2010). Retrieved from http//www. livestrong. com/article/123243-side-effects-muscle-milk/ CytoSport (2010). Retrieved from http//www. cytosport. com/.