Terry White Chemmart Business Plan

Terry White Chemmart Business Plan 1
TERRY WHITE CHEMMART BUSINESS PLAN
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Terry White Chemmart 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 Australian 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. Healthcare services provided by mushrooming fitness
centers, health clubs, and gymnasiums across the world contribute significantly to the growth of
this market (Paddon-Jones et al., 2008). 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.
According to Transparency Market Research – “the impact of the augmenting awareness level
among them regarding the benefits of protein is substantially high on this market and is
anticipated to continue driving the growth of this market over the next few years. The
opportunity in the worldwide market for a protein supplement is anticipated to attain a value of
2.20 billion by the end of 2017. Researchers expect the market to further rise at a CAGR 5.30%
between 2017 and 2022, reaching 2.84 billion by 2022
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.
Market Objectives
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.
Marketing Strategies and implementation
The company will introduce ProSup as a new product in the market, using penetration pricing,
competitive positioning, brand strategy, and distribution channels in order to increase our
revenues and growth rate (Marketing Strategy, 2013).
Action Plan
Competitive Positioning

Terry White Chemmart Business Plan 3
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 Australian market are:
i. Whey protein
ii. Platinum kids
iii. Swanson
iv. Myotein
v. Syntha-6
vi. Naked whey
Product Analysis
For ProSup to be competitive in the market, it has the following innovative features:
 Well, blended blue and pink color.
 Comes with a specially sculpted child drinker to entice children.
 Protein powder especially make for children
 The package is re-usable for other purposes.
 Extremely high biological value
 Fortified with glutamine peptides to further support muscle tissue integrity and immune
system efficiency
 Aspartame free
 Rich in Branch chain amino acids and Glutamine
 Rich in immune system enhancing protein fractions
 Come flavors such as; chocolate, strawberry, vanilla, cinnamon bun etc
The above feature position ProSup as a superior product in that niche relative to other similar
supplements. Provided that the contemporary Australian market is growing and changing,
especially the need for protein supplements, the demand is becoming insatiable. ProSup is
certified, safe and efficiently suited for consumption.
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