2. After choosing an organisation, your next step is to identify and describe th
ID: 348587 • Letter: 2
Question
2. After choosing an organisation, your next step is to identify and describe the target market for the products(s) about which you are writing. (40 marks) Try to be more specific in your in your description. Try to pinpoint the thing(s) that make(s) the target market respond to the firm’s marketing mix in ways that are different from people who are not members of it. For example (Product Shampoo A brand): target market is “young mid-to-upper class women who wash their hair, perceive that they might have a dandruff problem, who are motivated by prestige and glamour, who like to pamper themselves and are willing to pay a little extra to do it.” A good statement lets you say who is in the target market and who is not.
Explanation / Answer
Optimum Nutrition, Inc. (ON) is part of Glanbia, a leading international cheese and nutritional ingredients group. ON owns and operates two premium sports nutrition brands, Optimum Nutrition and American Body Building (A.B.B.). Together, these brands provide active adults around the world with a comprehensive line of powdered, bar, tablet, capsule and ready to drink products.
With state-of-the-art production facilities in Aurora, Illinois; Walterboro, South Carolina and Sunrise, Florida, ON is one of the few sports nutrition companies to manufacture in every product category. From the very beginning in 1986, Optimum Nutrition has always taken a hands-on approach to maintaining the very highest standards of quality.
Uncompromising Quality: Before a single machine is turned on in our manufacturing facilities, ON procurement professionals carefully select the most premium raw materials. A Certificate of Analysis is required for every ingredient, which is then tested and retested for compliance. Quality assurance performs daily inspections of our current Good Manufacturing Practices (cGMPs) compliant facilities, which are GMP Registered and GMP for Sport by NSF.
History of Innovation: In addition to making Gold Standard 100% Whey, the worlds' best-selling whey protein, ON created the slowly digesting protein category with Gold Standard 100% Casein. ON also created the anytime energy category, which remains dominated by Essential Amino Energy.
Customer Satisfaction: ON's strict ingredients selection, quality control, lab testing and manufacturing processes are all done for one reason; to provide you with the highest quality sports nutrition products available. Our company was founded with a mission to bring consistent quality to the marketplace, and we are constantly working on setting even higher standards.
Products of ON:
· Gold Standard Whey Protein
· PRO Gainer
· Creatine Powder
· Opti-Women/Men Multivitamin
· CLA Softgel
Reason for low market in India:
1. Reliability: Whereas reputed supplement companies like ON and Dymatize have been in the supplement game for a long time, they have their own manufacturing facilities that are certified by the concerned authorities. If you're paying for something, you should know what you're putting into your body. Foreign brands have stringent quality control measures that ensure you're getting what you pay for. Lack of good manufacturing machinery leads to sub par products.
2. Manufacturing process - Indian manufactures usually don't possess the level of technical efficiency to manufacture products at part with their foreign counterparts. Again, leads to inferior quality.
3. Risk of being fake/ harmful- I'm sure you've heard, many supplements, looking identical to the original foreign ones, are actually fake, containing inferior ingredients and steroids, that can potentially be life threatening for you to consume.
4. Inferior and cheap ingredients - Many Indian manufacturers use cheap and poor quality ingredients in their products to cut down on costs. For example, take the example of a mass gainer. Some use good quality carbs as their carb source. Some spike it with a lot of sugar, to just increase the calorie count. For the uninitiated, you are paying for something that's going to help you put on quality size and mass, but all you're really paying for is a lot of junk, and sugar. Even brands like Universal (Which is considered to be a decent brand in the supplement industry) pull off these tricks....
Market Strategy for Targeting Customer
Following ways/reasons for approaching customer :
“Health is wealth” first reason for any person to consume good dietary product & to purchase products available in market. Every girl love to be charming as like any tv actress, so she needs to do workout as needed & also to consume dietary product for such.
Why do we need suppliments?
1)When you want to boost your muscle mass and require aid in quick muscle recovery.
2)For weight loss. Contrary to popular belief, consuming protein increases the feeling of satiety, it prevents one from overeating.
3)For boosting overall health. It lowers cholesterol, blood pressure and increases immunity.
Few reasons why an athlete might want more protein in his or her diet
1) When you’re growing. A teenager needs more protein to fuel his workouts because his body is still growing and uses more protein in general.
2) When you’re starting a program. If working out is new to you and you’re trying to build muscle, you’ll require more protein than you normally would.
3) When you’re amping up your workouts. If you normally work out for half an hour a few times a week, but now you’ve decide to train for a half-marathon, your body will need more protein.
4) When you’re recovering from an injury. Athletes with sports injuries frequently need more protein to help them heal.
5) If you’re going vegan. People who pursue a vegan or vegetarian lifestyle eliminate a number of common protein sources from their diet, including meat, chicken, and fish, and sometimes dairy and eggs as well.
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