Marketing Plan Report: Protein Shakes in Food Marketing - MKG721

This report provides a marketing plan for protein shakes, addressing the background of the food supplement industry, particularly concerning weight loss and the increasing demand for protein shakes. It identifies the target market as bodybuilders and individuals seeking weight reduction, discussing the supply chain design and brand positioning strategies. The report emphasizes the importance of understanding the target consumer, the benefits of the product, and the brand's advantages over competitors. It delves into marketing strategies, highlighting the role of branding in establishing a stable market position and enhancing competitiveness. Furthermore, the report explores various marketing tools and methods, including media tools, benchmarking, and partnership programs, to promote protein shakes and create a strong brand image, referencing the MKG721 S3 2017 assignment brief.

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Food Marketing
Name:
Course
Professor’s name
University name
City, State
Date of submission

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Background of the industry
Food supplement industry is becoming a multi-billion dollar industry. Weight loss has
become a major concern especially in developed and developing countries. Protein shakes are
readily being used to supplement for foods with high calories that cause weight addition. Protein
shakes are mostly used by body builders and anybody who wants to reduce weight (Azeem, and
Sharma, 2015). Their demand has increased while their supply has become short due to few
companies producing them in bulk.
Protein shakes products and Target Market
Protein shakes a supplements used by a person in order to lose weight. They are the daily
substitutes of daily meals, where one uses protein shakes instead of eating a regular meal. They
are known to reduce the calories in the body and in that effect lose weight. Body bulders are
taking more and more intake of proteins in one form or another. Protein enriched assortments are
all over most of the grocery stores from cereals to high protein oatmeal (Baker, 2014). However,
the best protein intake is in food solid form.
The supply chain design of protein Shakes
Brand positioning in the market
Brand positioning can be understood as a specific place or a desired brand image in the minds of
consumers. The very process of brand positioning is a reflection of the main idea and brand
values in the "perception mirror" of consumers.

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Potential market and brand positioning
The concept of positioning should be the semantic core, which sets the direction of all
marketing communications emanating from the brand. In developing its positioning concept,
three important factors should be considered:
1) Who is the target group of consumers for whom the brand is developed;
2) What is the purpose, benefit and benefit for the consumer, which he will receive when using
this particular brand;
3) Than this brand is better than existing analogues, the main advantages of the brand.
A correctly formulated brand positioning concept can be formulated as a positioning
formula, which is shown .
Brand positioning formula
Well-known specialist in the field of branding . Temporal proposes to use positioning
strategies, which are presented in, and most often brand managers combine them.
The procedure for developing a positioning strategy is carried out in several stages.
1. Select significant differences (find unoccupied market niches).
2. Develop alternative wordings:
- brand advantages;
- benefit to the consumer;

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- weakness of competitors.
3. Build the final focused positioning option.
1) Superior positioning suggests that the company's product is the best.
2) However, consumers' superior positioning may cause some distrust. In this case, companies
are turning to substitute positioning. One characteristic is selected and emphasis is placed on its
difference from competitors.
3) Complementary positioning is based on the allocation of an additional competitive factor,
which the competitors' products do not have.
Development of a marketing strategy for the branded product
A characteristic feature of the activities of international and national companies in recent
years has been an increase in investment in the development of communication activities directly
related to such objective factors of modern business processes as toughening the struggle for the
“head and heart of consumers” and changes in consumer behavior of the latter. It is these
circumstances that dictate the need to search for new forms of information and advertising
support for businesses, the key element of which is still the trademark, brand (in this work these
terms are used hereafter as synonyms).
In modern conditions, the brand is considered as the most important element of the
development strategy of a modern enterprise and performs a number of important functions: it
contributes to the identification of a product or company, it becomes the guarantor of various
characteristics of goods, and is the bearer of a positive business image (Brohi, Prithiani, Abbas,

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Bhutto, and Chawla, 2016). The growing attention to the problem of the formation and
management of trademarks of Australian firms is also determined by the fact that well-known
brands are becoming a prerequisite for a firm’s stable position in the market, a factor in its
competitiveness at various market levels. In addition, among Australian consumers of most
product groups, the number of buyers who are ready to purchase branded goods is increasing.
All this testifies to the relevance of the analysis of theoretical concepts and practical
experience of brand management (brand management), research of brand promotion strategies by
various companies. The urgency of this problem is also due to the fact that firms do not yet have
sufficient empirical experience in managing a competitive external environment.The purpose of
this work is to identify mechanisms for effective brand management for the success of the
company and its entry into new market levels.
To achieve this goal, you must perform the following tasks:
 determine the specificity of the concept of "brand", the functions, content and
classification of brands;
 describe the main elements of the brand creation process;
 identify different approaches to branding strategy formation;
Highlight brand management mechanisms on the example of specific companies and figure
out the strategy for these companies to reach new market levels using branding and effective
brand management (Grant, 2016).
Marketing strategy and branding

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Thus, the subject of this study is the elements of strategic approaches to brand promotion
at various levels of the market, In the economic literature, the topic of branding is considered as
a mandatory element of the company's product policy; however, research relies on a rich
empirical experience in the field of brand management.
New knowledge integrates the knowledge of strategic forecasting, the art of market
participation philosophy, the management of financial resources, human capital and risk. The
main thing for participants of the protein shakes market is not so much the desire to reduce costs
and prices for the protein shakes product, as the organization’s ability to give the customer a
higher quality protein shakes product in the service mode (Glatthorn, Boschee, Whitehead, and
Boschee, 2018).
It is known that an organizational structure of management within the framework of
organizational marketing, planning within the framework of strategic marketing and a protein
shakes product promotion system with the inclusion of market participation philosophy, media
tools and benchmarking and brand directions are components of the organizational form of
protein shakes management. In the system of strategic marketing, the key role is assigned to the
development of a strategy for promoting a protein shakes product (Olson, Slater, Hult, and
Olson, 2018). The strategy of promotion of the protein shakes product is concluded in the
organization of the system of a continuous process of purposeful influence of the controlling
subsystem (management entity) represented by the on the managed subsystem (management
objects) - .
Among the main directions of the protein shakes product promotion strategy should be
highlighted: the development of an protein shakes product with the inclusion of the core and the

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shell; formation of protein shakes services in the framework of the contract with the participation
of the contact audience of the Consumer and business partners; the implementation of the protein
shakes product offer with the mandatory support of the stimulating elements of the concept of
protein shakes marketing (philosophy of market participation).
Practice has confirmed that the management of the company of the Consumer should
always have a developed strategy for the promotion of the protein shakes product with the
inclusion of: a philosophy of market participation; tools and models of mass media;
benchmarking; branding, partnership programs and feedback from consumers (Salwa, and
Sudarsan, 2018).
Strategy of Promotion of the Protein Shakes Product
The process of implementing a market participation philosophy aimed at developing a
protein shakes product promotion strategy includes the professionalism, contact audience and
partners who initiate an effective market participation strategy using media tools, a
benchmarking mechanism and a partnership program to form a decent brand in the eyes of
policyholders. Without a well-thought-out protein shakes business project, a sound idea of the
market participation, it is difficult to achieve success in an unstable economy.
The specifics of the crisis period requires from the head of marketing service:
• development of a corporate philosophy of the company's market participation, aimed at
creating the organization's competitiveness and market sustainability, taking into account the size
of the market share and strategic position in the target sales segment;

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• in the process of developing an protein shakes product accounting for the balance of the
resource supply of an Consumer company with respect to market changes as the material basis
for a successful market exchange;
• at the implementation stage of the protein shakes service, compliance with international protein
shakes standards and the quality of service for policyholders;
• throughout all stages of development and implementation of the protein shakes product,
adherence to the principle of social orientation of the protein shakes business using the
partnership program and corporate responsibility in order to successfully promote the protein
shakes product and form a popular brand (Salwa, and Sudarsan, 2018).
The philosophy of market participation lies in a simple formula: to produce only the
protein shakes product that is required by the market, and not to try to sell the one that has
already been produced.
Marketing tools and methods
Consumers: quality of the satisfaction of the demand for an protein shakes product. Employees
of the operating line: pricing, product and communication promotion policies
Specialist marketing specialist: market participation philosophy (protein shakes product
promotion strategy)
Market development
Marketing Consumers of the company, as a rule, are distinguished by high professionalism, and
specialists from other departments - protein shakes,. ”For a marketer, it is important to

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systematically take into account such factors as: demand, the need for an protein shakes product;
understanding of the market through the analysis of supply and demand; development of
proposals for creating an protein shakes product, determining its price; justification of the
promotion channels; information about the product of the insured; market penetration (seizure of
market share, its expansion, retention, timely care); following the chosen philosophy of market
participation. In addition to high professionalism, the marketer of the protein shakes company
should be endowed with specific personal characteristics: broad outlook, communication skills,
desire for a new, quick response, creativity, the ability to quickly realize the chance provided, as
well as tolerance to stress, ability to extinguish conflicts, optimism and resilience (Salwa, and
Sudarsan, 2018).
That the promotion strategy includes a set of management measures on a planned basis in
order to effectively influence the buyer. The main goal of promotion is to create a steady demand
for the protein shakes product. The promotion system is an integral controlling system of forms
and methods that contribute to the formation of a brand and the creation of a decent image of the
Consumer. When developing a strategy and tactics of advancement, it is necessary to clearly
define the choice of intermediaries, advantageous routes, methods of advancement that help
create market demand. In order to stimulate demand in the practice of protein shakes, a wide
arsenal of mass media tools is used. In the current conditions of tough competition, globalization
and informatization of society, participants in the protein shakes market are simply forced to
activate PR and advertising tools to stimulate sales of the protein shakes product in order to
attract potential policyholders.

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Mass media is a complex mass system communications, through technologies and
institutions of which information on innovation achievements is centrally distributed in the
protein shakes industry. Mass media tools are key to successfully moving an protein shakes
product to the target sales segment (Scarborough, 2016).
The transfer of information in the field of mass media is carried out using digital
technologies (signs, symbols, pictures) and always has a semantic content, meaning for a specific
target audience of consumers or representatives of the business community. The word medium
itself means a specific tool for transforming experience into knowledge, and its form is multiple
• Organizational - the emergence of an initiative group (temporary mass media team) ->
sale of contacts to an advertiser (any interested entity) - "media delivery to target audiences; •
final - getting an appointment of the proceeds to the development of protein shakes commerce,
part to internal corporate and external PR, part to form profit, pay dividends to shareholders
(participants), return on investment. In the process of implementing the mass media model, the
marketers of the Consumer must be able to create an atmosphere of trust , openness and respect
(Sethna, 2015).
Marketers are required to be knowledgeable in journalism, the work of editors, the
specifics of newspaper production, the work of radio and television. They should also be able to
prepare, create materials for publication in the press. Despite a very short period of
transformation of commodity-money relations in the protein shakes market, Consumers of large
and medium-sized businesses have gained some experience in responding flexibly to market
changes, taking into account the needs of policyholders, creating their adaptation mechanisms
anticipations.

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The consulting company has shown that in order to find an effective solution in the field of
competition, it is necessary to study, know and use the experience of the best companies that
have achieved success in various types of activities.
Only benchmarking, based on a comparison and analysis of the activity process, is
focused on understanding the reasons for differences for that to overcome these differences. The
current stage of development expresses global benchmarking, aimed at organizing international
exchanges, taking into account scientific and technical achievements, culture, science and
national specifics of business organization (Shaw, 2016).
Benchmarking philosophy deals with suppliers and consumers rather than with counterparts. All
market participants are benefiting from interaction and cooperation.
The purpose of benchmarking is to create effective communications with key partners,
buyers, investors on a long-term basis. As a result of cooperation between partners, close
relationships are established due to favorable prices, objective information flows, the sharing of
advanced technological solutions, profitable investments, and modern standards of customer
service. Benchmarking system opens the backbone for the exchange of experience of market
participation, specialists in order to improve mutually beneficial cooperation, cooperation among
partners and competitors, creating an atmosphere of mutual responsibility and trust.. The concept
of promoting an protein shakes product using a benchmarking system and branding system
(Wensley, 2016). Thus, the benchmarking system represents a holistic set of diverse processes
for managing the competitiveness of a firm relative to the performance of the main leader in a
strategic area of market economy. This system allows you to create an optimal marketing
strategy taking into account the key performance indicators of a leading competitor, determine

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the forms and methods of eliminating bottlenecks, use marketing programs to gain a stronger
position.
Conclusion
To evaluate the Consumers best practices, company management should use such
principles as: focus on the future: ; the accuracy of the evidence taking into account the specifics
of the marketing environment; measure quantitative and qualitative marketing indicators of
competition leaders; continuity for the implementation of the best practical experience of pricing,
product and communication policies of a competitor company; partnerships, providing a
mutually beneficial situation for the participants of the protein shakes turnover; feedback -
provides for the possibility of adjusting the management decision in the field of benchmarking
through the organization of timely audit, effective control in the real monitoring of marketing
and logistics quality (Zailani, Kanapathy, Iranmanesh,. and Tieman, 2015). Using the
benchmarking system for successful market positioning can be performed in the following steps,
as shown in As noted above, the use of a benchmarking system contributes to the rational
implementation of protein shakes organization best practices and increasing the Consumers
trademark popularity.