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ON is one of the premium sports nutrition brands of optimum nutrition, Inc. (ON), which is a
part of Glanbia global nutrition group, providing whey protein supplements to active adults
worldwide for more than 30 years.
Protein products
Strength& endurance products
Health & wellness products
For our study, we are choosing gold standard whey protein as a product of study.
Slogan: The only 100% whey isolate protein that works as hard as you do.
USP (unique selling proposition): The “Gold Standard” for protein quality is the main USP
of the brand. World bestselling whey protein serves as muscle builder and repairing
supplement providing 24gm of protein per serving. The superior quality product is easy to
mix while using a shaker, giving premium taste of different flavours.
Optimum nutrition gold standard 100% whey protein has been awarded as “BEST
PROTEIN POWDER” by Men’s Health Magazine.
“AMAZON CHOICE” for protein powder.
It has been awarded as best protein powder by bodybuilding.com for 18 years
consecutively.
Segmentation:
The target segment for the product is active fitness enthusiast (both male and female)
of age group 18-45.
Targeting:
optimum nutrition is targeting the age group of 18-45 with communication channels of
social media, website, public relation, gymnasiums, celebrity involvement etc.
Positioning:
They have positioned the supplement providing high quality “gold standard” whey
protein which is 100% isolate (a series of filtration process done to isolate excess fat,
cholesterol and sugar).
SWOT Analysis:
STRENGTH: WEEKNESS:
OPPURTUNITIES: THREAT:
Marketing MIX:
Product:
o Gold standard whey protein is an award-winning supplement of optimum
nutrition, supplying 24 grams of protein with low level of fat and 120
calories. It acts as one stop solution for athletes, for their muscle repair and
building.
Price:
o Gold standard whey protein is costlier as compare to other brand’s
supplements as it includes whey protein isolate (WPI), which are costly to
use, but rated among best proteins that money can buy.
PRICING (INR)
Endura Mass
24% 12%
26% MuscleTech
38% Optimum Nutrition
Ultimate Nutrition
Comparison of prices of different brands, taking 500 grams as standard
weight, optimum nutrition comes out to be costly, approximately Rs 1798 per
500 grams.
Place:
o Indian being an encouraging market for sports nutrition, huge scope for
further growth.
Promotion:
o Promotion of the brand is done by including fitness athletes, body builders,
also done by providing monthly offers, articles, participation in various
body building events.
Porters 5 forces:
(low) (high)
Since already well established brands Fake products under the name of
are providing high quality products, brands are highly visible in the market.
entry of new entrants into the market is This create trust issues for the
difficult. consumers.
Competitive rivalry :
(high)
(low) (low)
No shortage of suppliers available in the The consumer don’t have the upper
market so low on bargaining power. hand on bargaining prices due to the
ingredients involved in making the
product.