Optimum Nutrition Marketing Plan

OPTIMUM NUTRITION MARKETING PLAN
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Subject Name: Food Marketing
Subject Code: MKG721
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Executive Summary
The market for protein powder is increasing in Australia with female consumers increasing at a
rapid rate. In order to take advantage of the rowing market size, companies need to devise
marketing plans. The current scope of analysis is in regards to Optimum Nutrition 100% Whey
Protein powder. For providing appropriate recommendation to the Company, target consumer
segment has been analysed along with consumer purchase behaviour. It was understood that the
Company can target a wide frame of consumers for the product. Social and psychological
influences are most prominent factors in determining consumer purchase decision relative to the
product. The brand and position analysis of the Company reveals that it currently occupies 2nd
position in the market. Extension of its promotion strategy, by designing its marketing mix
adequately will allow the company gain maximum possible share in the market.
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Table of Contents
OPTIMUM NUTRITION MARKETING PLAN...........................................................................1
Executive Summary.........................................................................................................................2
1.0 Introduction................................................................................................................................3
2.0 Background and Industry Analysis of the product....................................................................4
3.0 Profiling of Key Marketing Segments.......................................................................................6
3.1 Target Consumer Market.......................................................................................................6
3.2 Consumer decision making for product.................................................................................8
4.0 Positioning Strategy.................................................................................................................10
5.0 Marketing Strategy for Optimum Nutrition 100% Whey........................................................11
6.0 Conclusion...............................................................................................................................14
References Lists.............................................................................................................................15
Figure 1: Background to the Industry..........................................................................................................5
Figure 2: Australia Protein Supplements Market by Region & Value.........................................................7
Figure 3: Consumer Decision Making Process............................................................................................9
Figure 4: Position Map..............................................................................................................................11
Figure 5: Marketing Mix for 100% Whey.................................................................................................12
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1.0 Introduction
Health consciousness amongst Australian consumers has risen sharply in the past, which has
given rise to market for protein powder (Siro, Kapolna, Kápolna & Lugasi, 2008). The scope of
current analysis designs a marketing plan for the Company Optimum Nutrition, Inc. (ON) for its
product 100% Whey. The Company is a wholly owned subsidiary of Glanbia, which is a leading
international nutritional and cheese product brand. The report analyses market segment,
consumer segment and provides marketing strategy for the product.
2.0 Background and Industry Analysis of the product
Protein powder consumption has risen significantly in the past few years in Australia (Gordon,
2012). The industry in Australia for protein powder is dominated by UPROTEIN 100% and
Optimum Nutrition Whey gold Standard. With rising consumers in the current market scenario,
there is an increasing influx of companies that are entering the market, especially global brands.
The attractiveness of the market has attracted interests of quite a few global companies. There
are yet no alternatives that are found for protein powders and gymnasium goers as well as some
athletes prefer to start their day with consumption of the powder.
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