Introduction
The product designed is a 130ml energy drink named Push. Push targets young gym lovers who are looking for a natural boost to ensure they are energetic enough to go through extensive workouts and achieve their fitness goals. It is important to note that gym members are often encouraged to get some nutrition before exercising. Many people that attend gyms do so either early in the morning (before work) or in the evening.
Due to schedules and ideas, it has become difficult for these gym enthusiasts to get the nutrients they need before they work out. However, with this product, the target population can easily store and carry a bottle for each time they go to the gym.
It is important to note that Push has a complex nutritional value. The company hired a nutritional expert to help draft the best ingredients for the energy drink. All the ingredients that were used were carefully selected to ensure that the product is low on calories and ensures fitness. The ingredients used have been indicated on the bottle to ensure that clients understand what they are taking and how it helps them achieve their fitness plans.
Additionally, the size of the bottle was carefully thought through to ensure it can maintain one’s exercise tempo and still provide nutritional value for the clients. This paper provides a detailed marketing plan for the product (Push). The paper is divided into various sections that will highlight a situational analysis, discussion on segment and target market, positioning of the product in the market, a detailed discussion on the four P’s of marketing (product, price, place, and promotion), and a discussion on the implementation and control of the marketing plan.
Situational Analysis
This section looks at the SWOT analysis of the identified product. The section will entail a detailed discussion of each of the SWOT elements, and a summary table of the same will also be provided.
Strengths
One of the strengths of the product is that it has a nutritional element. As mentioned, gym enthusiasts have been encouraged to take nutrients that are very low on calories before they start their workouts. This aspect gives the product an edge over competitors that just offer energy drinks. In fact, as Morton notes, many energy drinks have a lot of calories due to the use of processed sugars as one of the ingredients (8).
Push does not have any added sugars, ensuring that it is a very healthy energy drink. On the same note, the ingredients that make up the drink are also well recognized for their nutritional value. The main ingredients used are pomegranate, which has only 83 calories, water, blueberries, and caffeine. Pomegranate is beneficial in various ways. First, it is crucial in exercising as it lowers inflammation.
Pamisetty et al. explain that the fruit has anti-inflammatory components from punicalagin (1). This will help the target population lower the chances of pain after intensive workouts. It is also important to mention that the fruit has other nutritional values such as Punic acid, proteins, fiber, vitamins C & K, and folate, among others (Pamisetty et al. 1).
Another strength of the product is that it is relatively affordable. The comparison is made with other nutritional drinks. It is important to note that many such drinks do not target the same market. This can also be cited as a strength of the product. The price is set at USD $1.50 per bottle. Pamisetty et al. argue that many nutritional products in the market are very expensive (1). One of the reasons given for this is the fact that the balancing of ingredients to create a nutritious product can be very costly. The use of easily available products, pomegranate, and water, ensures that Push is an affordable option.
Weaknesses
Despite the strengths identified, Push has several weaknesses. One main weakness is that it is highly-priced compared to other energy drinks. Towards this end, the comparison of the price is made with all other energy drinks and not just ones that are described as nutritional. For example, the original Red Bull (240 ml) sells at a retail price of USD $1.07. This is USD $0.43 higher than Push. Having said that, it is important to also note that the cheaper options cannot be described as nutritious. Thus, they do not target the same market as Push.
Another weakness that can be highlighted is the fact that the product does not use any preservatives. This means that its shelf life is very low. Low shelf life is a threat due to various reasons. One is the fact that the product has to be manufactured 9in a few batches in order to avoid spoilage. This has led to some clients missing out on products when they need them. Secondly, the low shelf life does not attract many partners.
The business requires various retailers to sign up as partners in order to ensure the target market can access the product from their local supermarkets and shops. However, retailers often do not take in products that have a low shelf life as they spoil quickly if they are not sold. It is important to note that the only way to resolve this weakness is through the addition of some form of preservatives to elongate the product shelf life. More research is needed to ensure that any preservative added does not override the nutritional value of the product. Also, the preservative should not be expensive, as this will affect the price.
Opportunities
Indeed, there are several opportunities that can be highlighted. One such opportunity is the creation of a monopoly in the market. Polemis and Eleftheriou explain that the creation of a monopoly places a product at the top of the market (53). As stated, there are currently no other similar products in the market. In fact, the only competition is individual smoothies that some gym enthusiasts make on their own.
One of the advantages of these smoothies is that they are very affordable. However, a disadvantage is that many gym lovers do not know how to properly mix the ingredients to ensure they are low calorie. On the same breath, one can argue that the creation of specific recipes and the provision of the raw materials in the right amounts can also be an opportunity for the company. Indeed, such a business idea would mean that clients mix the ingredients themselves based on the company’s recipe. The clients would, thus, buy both the recipe and the exactly measured ingredients.
A second opportunity that can be deduced from the market is the possible creation of a post-workout energy drink. Oaklander explains that a good pre-workout drink is as important as a post-workout drink (N). The post-workout drink will be made of a different main fruit as it works by providing nutrients for the muscle. Indeed, whereas the pre-workout drink helps create a strength for an intense work-out session with anti-inflammatory properties, the post-work-out should provide nutrients to help muscle development.
Just like the pre-workout, the post-work out has to be low calorie and should also fill the individual up so that they do not binge or feel too hungry a few hours after the work out. For this reason, it can be suggested that the post-work out drink incorporate fiber rich foods such as kale.
Threats
The increase in the manufacturing of portable water bottles that are also blenders, referred to as blender bottles is a threat to the company and the product. The bottles have a blender at the bottom and users can make cocktails and other similar mixtures as they move. The bottles are very light, thus, easily and conveniently carried. The bottle blenders are a threat as they make it easier for people to make their own pre and post-work out mixtures.
As stated, one of the reasons why people have not successfully done so is the lack of knowledge on how to mix the ingredients to get the best pre and post-work out drinks. However, the expansive internet can provide a dedicated enthusiast with the information he or she needs to make the drinks. In turn, the person would not need energy drinks such as Push.
Another threat that can be identified is the lack of preservatives. As stated, the current product does not contain any preservatives. This, however, is a threat as it raises health concerns. Food regulation guidelines are very strict on how to preserve food. Additionally, the fact that clients have to order the drinks every day (or every few days) is tiring. The clients might opt to make their own cocktails from home. It is important to note that there are some gym enthusiasts who avoid additives, including preservatives. This segment of the target market can be put off by any preservatives that are used. It is up to the manufacturers to weigh the options available to determine whether a preservative should be used or not.
Identifying the Segment
Polemis and Eleftheriou argue that a market segment is made up of people with the same characteristics who are grouped according to marketing needs. One product can target many segments. Push targets for market segments.
Segment 1
The first segment is gym lovers interested in building muscle. It is critical to point out that people visit the gym for different reasons. One such reason is the building of muscles. One has to add weight in order to build muscle. Some of the gym activities that help build muscle are weights. It is arguable that for this segment to effectively build muscle, they need a pre-work out drink that energizes and has a significant amount of fat and calories. Currently, many gym lovers looking to build muscle eat a banana before working out. However, bananas have too much sugar making the process harder. Since this segment has a very intense work-out, drinks with anti-inflammatory properties are encouraged pre-work out to ensure they lower chances of getting hurt or feeling pain after the work outs.
Segment 2
The second segment targeted is made up of individuals looking to lose weight. This is one of the largest groups that visit gyms. However, in the market, they are the cautious of what they eat and the duration of exercise they get. This is because the majority also combine dieting with their exercise routine in order to lose weight. This segment will, thus, be the hardest to convince to take both pre and post-work out drinks.
Push, however, will still attract this group due to the fact that it is very low on calorie (110 calories) yet gives a lot of energy. The group can be assured of gaining more by taking the drink before they start their work-outs. The additional fact that the drinks second ingredient is water makes it that more attractive as water is both low in calorie and good for cooling the body before, during and after work-outs. It is arguable that this group will feel more inclined to take the post-work out drink as they will do whatever they can to avoid eating more after their work-out.
Segment 3
The third identified segment is made up of people who go to the gym for general fitness and cardio. These are individuals that could either be looking to lose or maintain weight. Cardio work-outs can often be very intense as they are highly vigorous to ensure that the heart beats faster. The drink (Push) will ensure that the users have enough energy to fuel their entire work-out sessions without having to eat too much.
It is important to note that the post-work out drink is also very relevant to this segment. This is due to the fact that they do not want to eat more food later on and reverse what they have just accomplished. However, the post-work out drink should not have too much sugar or caffeine. Whereas the individuals still need the energy to continue with the rest of their days/nights, the energy level should be lowered to allow the body to heal from the exercise.
Segment 4
The last identified segment is that of general health enthusiasts. These are individuals who go to the gym to boost their health. They could be at risk of catching some gene-inherited condition or they just believe in preventative measures to lifestyle diseases. Regardless of this, this is the easiest segment to deal with as they are not overly concerned with the ingredients. One of the reasons why health enthusiasts are a segment is the fact that the ingredients used have various health benefits. As mentioned, pomegranate has Puric acid, vitamins C and K among other essential vitamins and nutrients.
The same main ingredient has anti-inflammatory and antioxidant properties. Nutritionists have encouraged people to eat the fruits to manage and even curb some illnesses related to the heart, bones and brain. In fact, as scholar A notes, the fruit has been suggested to people living with diabetes, cancer and even Alzheimer’s disease. The post-work out drink is also a good sell to this segment. However, it is important to note that the post-work out drink will be different from the pre-work out drink in order to cater for different needs of the body at that time.
Identifying the Target Market
The target market is very large. As mentioned, the product targets people who love going to the gym. Oaklander argues that there are very many people who are interested in going gyms in this day and age (N). This has been necessitated by the rise in non-communicable diseases that can both be prevented and mitigated by healthier life choices. For example, an obese person is at risk of getting diabetes, mental health issues such as depression, and several heart conditions.
All one has to do in order to avert these conditions is lose weight and keep a healthy lifestyle. Many people have started to do so and this has made gyms a very crucial factor. It is important to note that part of the target audience also exercises in the comfort of their own homes or nearby parks. Outdoor work outs have become common among family, friends and even neighbors. Oaklander goes further to state that some outdoor exercising groups have been formed by strangers who met online and had the same fitness goals (N).
It is crucial to point out that fitness gurus are an essential part of the target market. This is due to the fact that they provide videos of their work out routines that their followers can follow. It is very important for the company to seek partnerships with the fitness gurus and have the product (Push) also reviewed and promoted. The target market is currently very local as the product is still new and production is limited. However, it is the company’s aim to expand as the needs of the local clients are the same as those of other gym and exercise lovers all over the world.
Identifying the Positioning
According to Hsiao-Chen and Shih, positioning involves how a brand is perceived by the target market (540). This is usually in relation to other competing brands. As stated there are currently no other products of this kind in the market. Those that can be seen as competition include homemade shakes and smoothies and also powdered pre-work out drinks. Powdered pre-work out drinks are usually highly processed drinks that are delivered in powder form that the target market has to mix with either water or a smoothie.
Whereas these have been in the market for a long time, the number of gym enthusiasts using them has declined due to research studies that show they can cause heart failure (Hsiao-Chen & Shih 540). The homemade smoothies on the other hand take a lot of time to make. The target market is mainly made up of people in the working class. Thus, they do not have that much time to make the smoothies and shakes.
Having said so, one can argue that the product, once launched, will place highly in the market. One of the reasons for this is the anticipated good feedback it will get for incorporate only natural ingredients to ensure the target population’s fitness goals are not affected. Indeed, the drink will have a bit of caffeine to boost energy but the majority of the ingredients will be from fruits and vegetables. It is a fact that the product will not have any sweeteners or sweetening additives. However, one of the main disadvantages of the homemade smoothies is the fact that many do not taste good. Whereas pomegranate does not have a particularly pleasant taste, blueberries are very tasty. The mellow sweet taste of blueberries makes the product very pleasant to the palate.
The nutritional value, as mentioned, is also very high and this will ensure that clients rank the product at the top of the market. Apart from the pomegranate, the blueberries also used are very beneficial. First, they have very little calories. Secondly, they contain fiber, which is needed to ensure the client does not eat so much food after the work out. Very many people make the mistake of not eating well before and after work outs. They, in turn, end up feeling hungry a few hours after the work out. It is at this moment that they crave foods that negate everything they would have done at the gym. Blueberries also have several antioxidants that are good for the general health of the body.
Another element that will boost the ranking of Push in the market is the appearance of the product. The product is magenta in color. This bright and “happy” color makes people feel motivated and energized. The shape of the bottle is also very important to ensure it attracts the right clientele. It is important to state that the branding of the product will equally affect its positioning in the market. To ensure that the branding is done properly, a market research should be done to guide the company on how the target market would like the product to look like (in regards to the shape of the bottle).
The Marketing Mix: The Four P’s (product, price, place, and promotion)
The marketing matrix consists of four Ps. The P’s stand for product, price, place and promotion. This section looks into these four P’s in relation to the product Push.
Product
The product is the good or service that is being offered. In marketing, therefore, a description of the product can include variety, quality, design, features, brand name, packaging, and general services. In this case, the product is Push, a pre and post work out energy drink. The product is packaged in a 130ml bottle. Currently, there are only two varieties of the product that is, the pre-work out and the post-work out Push products.
The two share the same brand as they both fall under the Push brand. It is important to note that the two products can be differentiated by name and color. Whereas the pre-work out is magenta in color, the post-work drink is green. The bottle incorporates the color of the drink to make it easily identifiable by the target market.
Both drinks are of high quality as they have incorporated natural products only. Additionally, the products do not have any additives. The two varieties have different ingredients. The main ingredients used in making the pre-work out drink are pomegranate, water, blueberries and caffeine. This list is provided according to relevance and amount in the product. The post-work out drink is made up of kale, water and pineapples.
The different ingredients help the body differently. For instance, the ingredients of the pre-work out help give the body energy needed to fulfill a full and intense work out while not stretching muscles so hard. On the other hand, the post-work out ingredients help in muscle recovery, curbing cravings and filling the consumer up so that they do not eat much food after the work out. Many times, the product is also referred to as the client solution.
Price
Price refers to the cost of the product described and can, therefore, at times be referred to as the consumer costs. As stated, the product will retail at USD $ 1.50 per every 130ml bottle. The bottles will be stocked in local stores where clients can readily access them. It is important to note that whereas the price might be a bit higher compared to other normal energy drinks, it is relatively low compared to natural and healthy drinks. Indeed, one of the core values of the company is to provide value for money and the quality of the product ensures that clients get their value. The company seeks to find partnerships with some gyms to also retail the products there.
The products sold at the gyms will be billed in the interested consumer’s gym membership. There are several packages that the interested client can choose. One of the packages provides both pre and post-work out drinks three days a week for one month at USD $30. The second package offers just one of the drinks, either the pre or the post-work out drink three times a day at USD $15. The third option is the purchasing of the drink whenever the consumer feels the need to at USD $1.35.
The pricing at the gym is slightly lower than that at the retail shops due to several reasons. One is the fact that the clients can purchase a full month’s supply of the drink. This makes logistics of manufacturing the drinks much easier due to their short shelf life. Also important to note is that the partnerships also have to be beneficial to the gyms. The products will, thus, be used to attract clients to gyms.
Place
The place in the marketing matrix refers to the different activities done to make the product available to all those in need. As mentioned, the products will be distributed in two main channels. The first channel is through the retailers. Retailers will stock the products in their stores and consumers can purchase them at their own time. It is important to note that the retailers will not be asked to buy the products from the company. However, the company will request shelf space and collect money from the retailer when the goods are sold. The retailer will then get a commission for all the products sold. The quality and need of the product suggest that it can attract very many partnerships from retailers.
The second channel is through the gyms. This would entail having a fridge at the identified gyms and stocking the fridge with the product. A person, either from the gym or hired by the company, can then sell the drinks from this point. Again, it is expected that the need for the drink will lead to good sales even at the gym. The end goals are to have gym members subscribe to the full package and pay the bill every month. This would make production logistics much easier.
It is important to note that place in the marketing matrix also refers to inventory. Due to the fact that the product currently does not have any added preservatives, the inventory shall be guided by the number of orders made at a time. This will avoid spoilage of the product if some batches are not bought on time. Without the additives, the product has a shelf life of one day. However, with refrigeration, the product can last three days.
Promotion
The fourth and last element in the marketing matrix is “promotion”. Promotion refers to advertising of the product to introduce it into the market. There are several things that have to be considered when talking about the promotion of the product. One of these considerations is the promise the product makes. It is important to note that all brands have a promise. In this case, the two products have two different promises based on their ingredients.
The Push pre-work out energy drink promises an extended work out session with less burning muscles and zero extra weight gained. On the other hand, Push post-work out energy drink promises fast muscle recovery and filling up of the stomach with zero weight gained from the product. Having identified these promises, one can then argue the fact that the promotion of the product should be based on these two unique promises.
The stated promises are unique as there are no other natural products that have the same promise. Clients will, thus, be attracted to the fact that the drinks are all natural and that they have good promises. Secondly, promotion of the products should take advantage of the fact that drink is served in the right portion. Portion control is a big issue for people on a diet. The consumers will be more than happy to know that they just need two 130ml bottle to feel the impact of their work outs. On the same note, the drinks are affordable. They both retail at the same price, which is relatively cheaper compared to other all natural products. This too can be used as a way of promoting the product and recording more sales.
Implementation and Control of the Marketing Plan
The marketing plan will be implemented in three stages. The stages are preparation, implementation and monitoring. The preparation stage is the first stage. Here, the company executives have to come up with the goals of the marketing plan and the different ways they will roll the plan out. A time frame should be developed and clear duties given to members of the team. It is important that the team sets the right expectations so that they can full them.
In the case of Push, a time frame of 3 months will be given for the rollout of the marketing plan. This means that these three months will have a lot of advertising and marketing at different platforms and avenues. After the three months, the product will still be advertised but not as vigorously. On the same breath, one of the goals of the marketing plan is to inform the public of the product. Consumer awareness is key in ensuring customer loyalty. It is prudent that the team ensures potential consumers interact with the product at all times. The team will also reach out to potential partners (gyms, and influential people).
The second stage is the actual implementation of the marketing plan. The team will take time to create a website and social media platforms where they can both interact with potential clients and communicate anything related to the product. Social media also makes advertising easy as the team will be able to reach a larger number of people at a very low cost. Promoted adverts in social media combined with influencer advertising will ensure consumer awareness of the brand.
It is crucial to note that influencer marketing is only beneficial if the influencers chosen are key people in the same industry. For the case of Push, the team will select and partner with influential body builders, yoga instructors and enthusiasts, gym enthusiasts and vloggers using YouTube to give exercise tutorials among others. The team will also do a bit of traditional advertising through the radio. The main reason why the radio was selected as a traditional media tool is the fact that many gyms also play radio during workouts. The advertisement will, thus, reach the gym lovers easily. Gym instructors can also be picked as brand ambassadors within their own gyms and they can get the drinks for free due to this arrangement.
The third and last stage is monitoring. Any good marketing plan must put in place indicators of success. The indicators of success will monitor the plan for the three months. After this, new goals will be created, thus, new indicators of success will be drafted as well. One indicator of success is the growth of the social media platforms. The first month should attract at least 1,500 people while the second month should attract 1,800 more people.
The third month should attract 2,000 more people to make a total of 5,300 active users on the social media platforms in three months. A second indicator of success is proper content management on the online platforms. The content should relate to the drink and keeping fit. There should be at least one post every day across all online platforms. In regards to traditional media, a radio campaign should be developed and run for one week in the first month, one day per week in the second month and two days per week in the third month.
Marketing and Advertising
The marketing and advertising of the product will either positively or negatively affect the brand. There are two ways in which the product will be advertised. The first is through traditional advertising strategies while the second is through digital advertising strategies.
Traditional Advertising Strategies
One way of advertising through traditional strategies is through the radio. As mentioned, many gym owners play radio stations when they have clients doing different sessions. The term radio is used to also refer to music sets that might have been recorded specifically for training sessions. The team will engage with the gym management and come up with different playlists as advised by the management for different sessions.
The playlists will also carry advertisements for the drink. The team will get a professional DJ to make the mixes and incorporate an advertisement on the drinks in a seamless way. Traditional advertising also includes the creation of posters and fliers that can be distributed. The posters can be put up in the locker and changing rooms and also public noticeboards. It is imperative that these advertisements and posters be very catchy in order to attract as many people as possible to read the message. The posters should give contact details and information on where people can buy the products from and at what price.
Digital Advertising Strategies
The second way of advertising is through digital resources. Today, digital advertising is much easier compared to traditional advertising. A good website that describes the products, tells the user where they can get the product and provides additional contact information can be used to boost sales. Reviews are very important in digital marketing. The team can partner with influential people to do reviews on the product.
It is important to note, however, that reviews take a long time as the product will not work immediately. Therefore, reviews can be used as part of marketing and advertising in the third month of implementation of the marketing plan. The team can follow the journey of the influential person using the products and document the differences. Initially, the brand will have to look for people who are willing to do the reviews for them. However, after the three months of implementation of the suggested marketing plan, individuals who would have used the product will give their own reviews.
It is also important for the company to invest in influencer marketing. One of the reasons for this is the fact that influencers work based on the word-of-mouth design. Word-of-mouth is arguably the most effective marketing strategy. Therefore, one can be assured that good influencers will ensure consumer awareness of the product. As stated, the first three months of rolling out the marketing plan will be focused on one main goal. The goal is to make consumers aware of the product, its availability, its quality, and its promise. Due to the fact that there are no other similar products in the market, it is assumed that consumer awareness will automatically lead to the purchase of the product. However, more marketing and advertising should be done after the three months of entry into the target market.
Conclusion
In conclusion, there are very few products that currently offer pre and post-work out nutrition. Many of the said products are actually homemade remedies that are yet to be tested. Push targets gym and exercise enthusiasts with a solution to a very big problem. Many of the targeted individuals do not have time to make their own cocktails and smoothies. Additionally, they do not have the knowledge on what to add to their shakes and smoothies and the quantity to take. Push has put all this into consideration to come up with two varieties of 130ml bottles. One weakness of the product, however, is that it has a very short shelf life.
This is due to the fact that it currently does not have any added preservatives. A threat of the product is the increased use of bottle blenders making it easy for the target population to make their shakes and smoothies as they move around. It is important to note that the success of the product is pegged on its quality, price and the advertising plan used. For this purpose, Push will incorporate both traditional and digital advertising strategies to reach as many people as possible. A website and several social media platforms will be created to both advertise and interact with clients. It is important to also point out that radio and playlists will be used as advertising tools.
Works Cited
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Oaklander, Mandy. “Milk Is More Hydrating Than Powerade and Water, Study Says.” New York Times. 2015, p. N.
Pamisetty, Aruna, et al. “Preparation of High Purity Triacylglycerol of Punicic Acid from Pomegranate Seeds.” Journal of Food Processing & Preservation, vol. 42, no. 7, 2018, p. 1.
Polemis, Michael, and Konstantinos Eleftheriou. “To Regulate or to Deregulate? The Role of Downstream Competition in Upstream Monopoly Vertically Linked Markets.” Bulletin of Economic Research, vol. 70, no. 1, 2018, pp. 51–63.