ProSup Marketing Strategy for Protein Supplement in Global Market

Business Plan 1
BUSINESS PLAN
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Business Plan 2
ProSup Marketing Strategy
Based on an evaluation of the protein powder market and our strengths, our company will
introduce the ProSup protein supplement in the Global market.
Situation Analysis
Decades ago, the contemporary global market for protein supplements has witnessed a rise in
demand. This phenomenon is attributed to increasing concerns and awareness of customers’
health concerns and the realization that food alone cannot provide complete dietary proteins
required in their body normal functioning. Children need enough protein to be able to grow well.
Amino acids gotten from protein improve brain growth and functioning (Saxelby, 2014). Due to
competition, the players need to introduce new and innovative products to the market which are
appealing to the consumers and serve this health concerns.
At the growth stage, children organ need protein. The Institute of Medicine recommends that 10
and 30 percent of the calories a child over age 3 takes in should come from protein. The average
requirement per day is 19 grams of protein for children aged 4 to 9. Those kids aged 9 to 13 need
34 grams of protein per day (Institute of Medicine. 2001).
Most of the protein supplements produced today doesn’t focus more on children under the age 5
years, who require special nutritional values due to the fact that they are growing and developing
neurologically at a very rapid rate (Venne et al., 2013). Also is at this age children are more
active in playing and other outdoor activities which require more protein intake. ProSup has been
produced to fill this market gap.
What makes ProSup one of the most appealing product to the customers is the active ingredient
which is easily ingested into the body of the user. The ProSup packaging and labeling designs
will be creative and captivating to attract the interest of consumption by children.
Company Analysis
We are looking forward and focus on customer intimacy as it competitive market strategy. This
is because the protein powder market is flooded with products at all points of the pricing
spectrum, yet the prospective customers want more than a product off the shelf; they want
customized solutions. So, ProSup’s entry strategy is to know their customers’ needs requirements
and try to deliver the correct solutions over time.
The company will work to achieve market leadership by strategically providing the best quality
supplement in the market. We have noted that our customers care most about the quality and
safety of the products they consume especially the prescription products. As the forward-looking
target, the company aims at investment in market innovations and product quality for the
achievement of market leadership after three years of operation (Marketing Strategy, 2013).
Markets Analysis
Having a superior brand with a unique niche in the marketplace, we are in a position to establish
a three percent market share in the first years after ProSup launch. ProSup supplement will
break-even by the year 2020. The company will introduce ProSup as a new product in the

Business Plan 3
market, using penetration pricing, competitive positioning, brand strategy, and distribution
channels in order to increase our revenues and growth rate (Marketing Strategy, 2013).
Marketing objectives
ProSup is at the conceptual stage as a viable innovative idea. Before the actual introduction to
the market from the manufacturer, a research on the market will be conducted for a better
understanding of the target segment and other market dynamics.
For the main marketing objectives of ProSup are:
 Positioning ProSup versus other similar products
 Maintaining high customer satisfaction
 Introducing ProSup in the selected market segment
 Building customers awareness about ProSup
 To create a cost-effective marketing plan
Action Plan
Competitive Positioning
Generally, ProSup does not enjoy first entry advantage as there are already players in the market
and the company is aware of that fact. The market is at the growth stage. All that is required is
positioning in terms of product differentiation, targeting, and segmentation (Marketing Strategy,
2013). The already players in the market largely targeted customers with more than six years of
age. ProSup target children of less than 5 years as its unique market niche, therefore it is not
anticipating much competition in the market.
The major product competitors in the market are (SpotMeBro.com, n.d.):
i. Whey protein
ii. Platinum kids
iii. Swanson
iv. Myotein
v. Syntha-6
vi. Naked whey
Positioning Statement
For children under the age of 5 years and are running under low protein due to an imbalanced
diet, who want protein powder supplement, the ProSup is the product that provides them with
tastes, colors, and flavors uniquely blended to offer them a variety of choices depending on their
preferences while retaining the same product quality and performance. Unlike Naked Whey, the
ProSup offers high-quality protein concentrate, great taste, and flavor all in one at a good price.
Market segmentation and targeting
ProSup targets large pharmaceutical stores, physicians, and healthcare facilities. This is because
the product is a prescription supplement by the health professional. The users will be children
after prescription by the physician.