Sports Nutritional Market Executive Summary

Putting the right product in the right place, at the right price, at the right time is "the "marketing mix" of Product, Place, Price, and Promotion” that marketing managements use to control the internal and external constraints of the marketing environment. These four variables aid in making strategic decisions to create perceived value and generate a positive response. When Gatorade was created in 1965, it was a unique product that satisfied the needs of their athletic consumers. As quoted by Tas Hobart, “understanding and tailoring to purchasing preferences has the potential to move a product to the forefront and actually pull it through the supply chain,” (2015) Gatorade has accomplished that for over fifty years.

- The brand vision -> producing and developing high quality sports nutrition as the fuel for serious endurance athletes in terms of improving their performance (Endura Sports Nutrition, 2015).

The President’s Council on Fitness, Sports & Nutrition educates, engages and empowers Americans to adopt a healthy lifestyle that includes regular physical activity and good nutrition. The President’s Council is comprised of up to 25 volunteer citizens, including athletes, chefs, physicians, fitness and nutrition professionals, and physical educators, who is appointed by the President and serve in an advisory capacity through the Secretary of Health and Human Services. The President’s Council is co-chaired by NFL quarterback Drew Brees and Olympic gymnast Dominique Dawes. The council also develops strategic partnerships to promote initiatives that motivate people of all ages, backgrounds and abilities to lead healthy, active

Our company is able to accommodate a clientele with the available resources they need in order to maintain a healthy diet. In addition, our great results for those who consume our products to increase the performance time in exercising in order to achieve health and body goals. The following conclusions and recommendations about the consumer and revenue impact of what H.E.A.L can provide for BioMed Sports Medicine:

New employees in the career of sports marketing lead by example from some of the most successful products such as the Red Bull energy drink and Skullcandy products. The most efficient way to be successful is to promote products with several sponsors. For example, everyone knows what Red Bull is, a sports drink known for its burst of energy right when we need it. The company has had great success taking a new approach on sponsorship. Conway argues in his article “A Sports Marketing Success Story” that “Red Bull wants to own teams and events. The company has a huge focus on brand management and ownership allows it to completely control how its brand

As per consumer research, the following is the list of perceived key attributes and benefits of sports drinks, vegetable juices and antioxidant pills:

Sports nutrition products are designed to be taken in conjunction with an exercise and fitness regimen. These products include: proteins, mass gainers, pre-workout supplements, during-workout supplements, post-workout supplements, and gluten free products. In total, the sports nutrition sector generated approximately 43% of GNC’s retail sales for 2010. (Reuters, 2011)

| Weaknesses: * Pays extra payment for new flavor. * More expensive to produce than other sports drinks. * Deciding the segment to target. * How to position the product in the mind of its potential consumers

Both competition and market size are of major importance when one explores the positioning of a product. In the case of Crescent Pure, this is vital as Ryan must determine the level of competition that will be faced if the product is marketed as either an energy or sport drink. In the case of an energy product, it should be noticed that there is heavy market dominance by Together, Freight, Razor, Torque and Steller, as they account for roughly 85% of the market. Despite this, it should be seen that the average price point for a 5oz can is $2.99 which is notably higher than Crescent’s $2.75 pricing. Additionally, the market size for sport drinks is of particular interest as it is estimated to grow to $8.5 billion by the year 2013. This, coupled with the fact that the market had grown 40% between the period 2010 – 2012, makes this sector of particular interest to PDB.

The Gatorade Company is mainly concerned with the manufacture and distribution of sporting equipment for commercial and domestic uses based on their knowledge of the best industry practices for the production of sporting equipment. The primary agenda of this market plan is for it to work as a strategy to guide the company on how to supply the customers of Gatorade with quality yet affordable products. This brand of sporting equipment will be produced and supplied in many different designs and colors that will be appropriate for both genders. Approximately half of the clients of the Gatorade brand, range between the ages of 18-34.These clients are ardent customers as they make the most purchases and are the company’s primary target. Gatorade sporting equipment are purchased more by those who dwell in the Northeast regions and Midwestern parts of the United States. This market plan focusses on the introduction of a range of Gatorade environmentally friendly brand of sporting equipment into the United States market.

Gatorade has emerged as the global leader in sports nutrition beverages by continually managing their brand to signify high energy, athletic excellence combine with one of the most efficient new product development and introduced processes in the beverage industry. As a result of being able to consistently synchronize these many components of their business so well, Gatorade today holds a 75% market share in the sports nutrition market globally today. Gatorade is owned by PepsiCo, which has made it possible for the company to sell in 80 countries today. Gatorade relies heavily on the PepsiCo distribution and retail network globally. Gatorades' revolutionary approach to managing branding for beverages has served to increase the total market size for this product category globally (Huang, Sarigöllü, 2012). Despite the continued widespread adoption of Gatorade as a healthy energy drink, the company has encountered resistance to its brand and the ingredients used for creating the many variations of Gatorade energy drinks (Tallon, 2009). Despite these setbacks the Gatorade brand continues to experience exceptional growth and stability over time.

The company in question is motivated to eliminate guesswork and uncertainties from the performance of supplementation. PROLAB adopts a “performance simplified” approach that provides clients with the materials they need to enhance development and strength of lean muscles, help boost energy levels, support recovery, and help lower the level of body fat. The company’ products include particular formulas engineered to support nutrition and training goals at all levels of athlete regimen. Prolab Inc. produces nutritional supplements for four sets of athletes: bodybuilders who buy nutritional products to help them build lean mass and mass; power lifters and other athletes who pursue lean, explosive, and powerful muscles; performance sports athletes who want speed, efficient muscle gain, and strength; and regular fitness enthusiasts who desire to develop a lean and appealing physique. As such, PROLAB products can be categorized into three sets:

Lucozade Sport uses a strategy which is specific to sportsmen and sportswomen in order to sell their product. I will be analysing the segmentation, targeting and positioning strategy that Lucozade Sport adopt while also talking about how Lucozade Sport’s marketing mix which ensures it stands out from other competitors. The information gathered has been collected from various websites and articles to do with Lucozade Sport.

Rivalry among existing firms- All the top nutrition businesses (Maximum Human Performance (MHP), Universal Nutrition, CytoSport, MuscleTech) offer attractive prices for their premium products. The sports nutrition business is highly competitive with many companies offering the same range of products. Glanbia’s Global Performance Nutrition business comprises of three global brands – Optimum Nutrition, BSN and Isopure. What Glanbia’s GPN business has done effectively, since acquiring the companies, is it has created a strong brand image globally which means it can offer higher prices for its products compared to weaker smaller companies. As there is a huge growth in this market, GPN are able to grow and expand their business globally without taking markets away from other competitors. Traditionally Glanbia’s products were perishable and needed to be sold quickly, but after diversifying their product range, their GPN products can last for years and can sit on them products for longer to get their required price. As products of the market leaders are so similar and switching costs are low for customers which results in

We will be marketing a food product, “Healthy Protein Snack Foods” that will be marketed to the athletic people, people playing soccer games, and people from ones who joined sports clubs in Dubai. The prime focus of the product is mainly on Dubai, that is u males between the ages of 20-35 years of age in order to get their attention to the efficacy of the product with to improving their health. From there we want to spread to other cities of UAE. The success of the “Healthy Protein Snack Foods” will be dependent on the way, we take the product to the people in our target market, describing its features and the aspects of health that it contributes, the replacement it can give for the fast foods, and the overall value it can add for the family health. we would like to marketing strategy that would enable us to reach the population of Dubai in a faster way, and in low cost method. The “Healthy Protein Snack Foods” is one of the kind of the products, created specifically for the sports people in Dubai, to help them upkeep their health.