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OPTIMUM NUTRITION

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.

Types of product available:

 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.

Milestone achieved by the brand:

 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.

STP (segmentation, targeting and positioning)

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:

 Trusted brand name  Costly as compared to other brands,


 Wide variety of product available as 500gm of ON whey protein cost
 Leading brand in terms of market about Rs 1798.
share in India.
 Providing different categories for
consumer needs, like platinum series,
gold standard, naturally flavoured etc.

OPPURTUNITIES: THREAT:

 Market size for sports nutrition is on  Though GNC act as a distribution


growth of 20.8% from last year. medium, competition still exist.
 People In India are becoming more  Similar products sold by the
health conscious. competitors like GNC, Endura mass
etc.
 Threat from fake products available
in the market on the name of
optimum nutrition(ON).
BRAND SHARES as per 2019 report from euromonitor:

BRAND SHARES (%) 2019


Optimum Nutrition (Glanbia Plc)

GNC (General Nutrition Centers Inc)


18% Ultimate Nutrition (Ultimate Nutrition Inc)
1%
2% Endura Mass (Medinn Belle Herbal Care Pvt
2%
4% 49% Ltd)
5% Prolab (Aurobindo Pharma Ltd)
5%
6% MuscleBlaze Whey (Bright Lifecare Pvt Ltd)
8%
Serious Mass (Glanbia Plc)

MuscleTech (Xiwang Foodstuffs Co Ltd)

MRI (Aurobindo Pharma Ltd)

As optimum nutrition constitutes of approximately 49% of brand share in Indian market, we


can conclude that it is widely accepted brand among Indians.

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:

Threat of new entrants : Threat of substitutes:

(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)

Huge competition from other brands


like Endura mass, GNC, muscle blaze ,
ultimate nutrition etc.

Bargaining power of suppliers: Bargaining power of the consumer:

(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.

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