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THE MUSCLE FITNESS INC.

, MARKETING PLAN - 2017


THE MUSCLE FITNESS INC

MARKETING PLAN
THE JUGGERNAUT SHAKE
AUTHOR(S) Name
Enter Name Here
[Pick the date]

MARKETING PLAN
THE JUGGERNAUT HEALTH SHAKE

THE MUSCLE FITNESS INC., MARKETING PLAN - 2017

Marketing Plan
Contents
Marketing Plan............................................................................................................................... 2
Marketing Plan Summary............................................................................................................... 5
Business Overview....................................................................................................................... 6
Business name:........................................................................................................................ 6
Business Structure & Profile:....................................................................................................6
Business location:.................................................................................................................... 6
Date established:..................................................................................................................... 6
Business owner(s):................................................................................................................... 6
Owner/s experience:................................................................................................................ 7
Products or Services:............................................................................................................... 7
Market Overview.......................................................................................................................... 8
Target market:.......................................................................................................................... 8
Customer profile:...................................................................................................................... 8
Competitor profile:.................................................................................................................... 8
Marketing Objectives.................................................................................................................... 9
The Key Marketing Objectives are as under.............................................................................9
Marketing Strategy..................................................................................................................... 10
Business Plan............................................................................................................................. 11
Vision statement:.................................................................................................................... 11
Mission statement:.................................................................................................................. 11
Business objectives:............................................................................................................... 11
Short Term goals:................................................................................................................... 11
Long Term goals:.................................................................................................................... 11

MARKETING PLAN
THE JUGGERNAUT HEALTH SHAKE

THE MUSCLE FITNESS INC., MARKETING PLAN - 2017


Products:................................................................................................................................ 12
Financial Analysis:.................................................................................................................. 12
SWOT analysis.......................................................................................................................... 15
SWOT activity sheet...............................................................................................................15
The Juggernaut.......................................................................................................................... 16
PRICING.................................................................................................................................... 17
POSITION (Place) in the marketplace........................................................................................18
PROMOTION............................................................................................................................. 19
Financial Overview..................................................................................................................... 20
Organisational Implications........................................................................................................21
Glossary..................................................................................................................................... 22

MARKETING PLAN
THE JUGGERNAUT HEALTH SHAKE

THE MUSCLE FITNESS INC., MARKETING PLAN - 2017

Marketing Plan Summary


There's no point notwithstanding considering shakes until you've worked out how much protein,
carbs and calories you ought to have every day. Likewise, you have to know the amount you're
getting from your eating regimen at the same time, consider the possibility that there is a shake
that gives the correct measure of protein, carbs and calories a man requires every day with a
typical eating routine. Individuals know about the outcomes of drinking carbonated and stimulated
caffeinated drinks and an immense measure of consumers search for health beverages that gives
them quality, stamina and energy. A Health shake is a drink planned to be healthy for one to
consume. Many people drink banana shakes, peanut butter spread and egg shakes and other
formulas that individuals have conceived to improve health and increase stamina. Individuals see
that it is so critical to grasp a healthy way of life and hence the interest for a healthy drink, which
can satisfy every one of the necessities of the consumer was a high and muscle fitness
concocted the ideal recipe to take care of the demand and full fill this gap in the market.
As indicated by recent investigation from statistical surveying firm Mintel, nourishing and
execution beverages are turning into an undeniably prominent dinner alternative because of
developing dietary propensities for in a hurry purchaser and positive utilitarian qualities. Indeed,
with 33% (35%) of Americans concurring, that they don't deal with themselves and in addition
they ought to in light of their bustling way of life, 39% of purchasers utilize nourishing and healthy
drinks as a swap for breakfast, Mintel noted. Furthermore, three in five (58%) buyers right now
utilize wholesome and healthy drinks as a dinner substitution, and 48% expend them as a
component of a feast, up from only 20% who utilized nutritious beverages as a supper
supplement in 2012. "Regular" has turned into a huge draw for healthy refreshment customers, in
spite of distrust around the term, inside the healthy drink classification, we're seeing expanded
interest for items that are 'normally useful,' driven by purchasers who are progressively looking to
proactively deal with their prosperity with a healthy way of life practices." Said Mr. Karan the
CEO.
"At last, buyers are searching for superb refreshments that taste great, are thick in supplements
and characteristically wholesome and we trust that the Juggernaut will be something that each
individual would need to try" He included.

MARKETING PLAN
THE JUGGERNAUT HEALTH SHAKE

THE MUSCLE FITNESS INC., MARKETING PLAN - 2017

Business Overview
Business name:
The Muscle Fitness INC.

Business Structure & Profile:


In 2010 the business was set up by Mr. Karan a sole proprietor who put resources into a small
capital and started the business with an aggregate number of 20 workers. In 2015 nonetheless,
the Muscle Fitness INC turned into a partnership business as Mr. Karan chose to extend his
business and asked his companion from school Mr. Braun, who at the time was an accountant at
a well known distribution organization to participate in his business and both companions
consented to a percentage share in profit and hence Mr. Braun puts resources into his capital and
along these lines the organization developed to an aggregate number of 50 employees and right
now having an estimated annual turnover of $20,00,000. The company has a flat organization
structure comprising of a Marketing Manager Mr. Jay, Finance Manager Mr. David and Human
Resource Manager Mr. Azer. Each manager has an assistant attached to help with completing
day by day obligations, while the Chief Executive Mr. Karan and the Chief of Operations Mr.
Braun is in charge of planning and R&D.

Business location:
The Muscle Fitness INC is located at Wall Street, New York, USA, Near TD Bank. Although
several distributors in New York are dealing in Muscle Fitness Products but since, the Area is a
crowded one there are a lot of customers who come by and purchase products from Muscle
Fitness outlet. The companys factory and warehouse are located near Grand Avenue besides
Grainer Industrial Supply which is a 22 minutes drive from Wall Street.

Date established:
The Company began its operations in 2010

Business owner(s):
The Business is currently owned by Mr. Karan, who is currently the CEO and Mr. Braun, who is
the COO of the business.

MARKETING PLAN
THE JUGGERNAUT HEALTH SHAKE

THE MUSCLE FITNESS INC., MARKETING PLAN - 2017

Owner/s experience:
As the education about the significance of a sound way of life keeps on expanding in the US,
individuals have started to become more aware that increased energy levels, diminished medical
expenses and expanded life span is pivotal for each individual whether youthful or old. Market
Demand is exceptionally solid for natural nourishment and energy beverages and consequently
this industry has lucrative odds of winning immense benefit. As indicated by the COO Mr. Braun,
who began in 2015, "when I put resources into my capital I was somewhat apprehensive in the
event that it would work yet when I ventured in I understood that there is a considerable measure
of chances for growth in this industry than one could envision". The chairman Mr. Karan remarked
on their business accomplishments, "we concocted an arrangement to launch a variety of health
beverages and non-steroidal supplementary nourishment for not simply athletes, but rather every
person who needs to remain fit and embrace a sound way of life and our scope of items turned
into a hit in the market, each recipe we formulated turned into a win"

Products or Services:
Health Beverages

The Juggernaut Shake


The 360 Extreme Way of Life
5000Cal
Juice-Up

Protein Bars
Strong Lad
Protein Supplements
Toughness Factor

MARKETING PLAN
THE JUGGERNAUT HEALTH SHAKE

THE MUSCLE FITNESS INC., MARKETING PLAN - 2017

Market Overview
Target market:
Muscle Fitness beverages and health food, especially the newly formulated Juggernaut shake is
for every individual man or woman, young or old who wants to embrace a healthy lifestyle.
Although we have targeted customers who fall in the age group of 15 to 55 years , but every
individual is welcome to try the shake except children below the age of 10 and individuals above
the age of 60 because the drink is a bit heavy to digest for individuals having a weak or a
developing digestive system.

Customer profile:
Workout and energy drinks go as an inseparable unit nowadays, but, a healthy shake that is not
only reviving, but also gives you the required boost is a gift for those youthful people who
routinely workout and remain fit. A man or lady, who is a cardio lover or goes to the gym
frequently or is an individual from the schools most loved basketball teams will definitely have the
juggernaut in their bag pack.

Competitor profile:
The Muscle Fitness does not just endeavor to remain ahead of the competition yet it endeavors
to vanquish the competition. There are a number of organizations out there who manufacture
sports drinks, protein shakes, and other protein snacks yet a large number of those items have
their side effects which are turning out to be exceptionally common. Almost all the sports
beverages or energy drinks are addictive and contain a decent measure of caffeine as a core
ingredient, a portion of the supplementary foods are found to contain steroids while others have
chemicals that have long term reactions. Notwithstanding, Muscle Fitness fabricates items that
have zero symptoms, these items are therapeutically tried before being propelled into the market.
The Juggernaut does not contain caffeine, or any substance that is destructive to wellbeing and
this is the motivation behind why the item is open for use to any individual having a place in any
age bracket. The organization utilizes herbs, proteins and vitamins extracted from natural
sources, and fat free milk to formulate the ideal drink 'Juggernaut'.

MARKETING PLAN
THE JUGGERNAUT HEALTH SHAKE

THE MUSCLE FITNESS INC., MARKETING PLAN - 2017

Marketing Objectives
The Key Marketing Objectives are as under
To build brand awareness among individuals who embrace a healthy lifestyle and have a
strong desire for healthy food and beverages
To increase sales by 20% in the next 5 years
To increase the market share and expand the business network by establishing new
outlets
Launch the new product with success and achieve the set sales target for the new product
Strengthen customer loyalty and enhance customer satisfaction

MARKETING PLAN
THE JUGGERNAUT HEALTH SHAKE

THE MUSCLE FITNESS INC., MARKETING PLAN - 2017

Marketing Strategy
The Marketing Strategy of Muscle Fitness has dependably been imposing even despite incredible
challenges. The Products fabricated by Muscle Fitness have dependably been about health and
of most noteworthy quality. The organization's principle objective is to fulfil their clients need with
the taste as well as the health advantages that go along. Pricing has unfailingly been reasonable;
in spite of the changing dynamics of the general public the costs have consistently stayed stable.
Vigorous promotional activities to create awareness and urge customers to buy health products
have been the key behind their prosperity. Promotional activities incorporate workshops and
events facilitated by the organization to advance healthy way of life and the organization's
tenacious endeavors is manufacturing the best health products for the market. Market presence
has never been an issue as the company is situated in a thickly populated city and Wall Street is
one of the busiest places in the city, hence, clients have easy access to the items, besides, the
organization likewise has an online store where individuals from around the nation can purchase
any item they need.

MARKETING PLAN
THE JUGGERNAUT HEALTH SHAKE

THE MUSCLE FITNESS INC., MARKETING PLAN - 2017

Business Plan
Vision statement:
To achieve and uphold a leadership position in the health and sports product category
by delivering superior quality and top customer service in a profitable manner

Mission statement:
To become the top marketer and supplier of the health food and beverages by
promoting a healthy way of life and devising earth shattering recipes that improve health
and increases strength

Business objectives:
Short Term goals:
Goal/Objective

Description

By when

Health Training

A Health Training Centre is under establishment

April, 2017

Center

to facilitate young women and men to have a


keen desire to stay fit
A Healthy Shake with an amazing taste and

The Juggernaut

overwhelming power will be launched in the

March, 2017

market

Long Term goals:


Goal/Objective

Description

By when

Enter New Market

Company is planning to grow their distribution

2019

network and thus new outlets will be


established in other parts of the US

Products:
Product/Service

Description

Price

360 Extreme Way of

Canned Sports Drink packed with energy,

$2

Life

vitamins and nutrients

MARKETING PLAN
THE JUGGERNAUT HEALTH SHAKE

THE MUSCLE FITNESS INC., MARKETING PLAN - 2017

Juice pack with 5000 Calories extracted


5000Cal

from natural sources; an amazing formula

$3

developed by Muscle Fitness


A perfect formula to increase stamina with
Nitro Oxide extracted from Beetroots,
Juice-Up

Sodium and Potassium extracted from

$2.5

Gherkins Top and Sun Dried Tomatoes


Extract as core ingredients
Strong Lad

Protein Snack Bar with Peanut Butter

$1.4

A Ready to Eat Meal that is packed with


Tough Factor

Calories, Carbohydrates, Nutrients, Vitamins

$4

and Omega 3 Fatty Acids. 10 Servings

Financial Analysis:
Part 1 Sales Analysis
As per November, 2016 information gathered from the Beverage Marketing Corporation, US
Sports Drinks and Health Beverage volumes developed by 2.0%, crossing 1.2 Billion gallons of
volume. The Sports Drink class surpassed 1.0 billion gallons by volume without precedent for
2012. Sports beverages are performing better than carbonated beverages or carbonated sports
drinks. Muscle Fitness health drinks have a high demand in the market, as indicated by the
Beverage Digest one of the top beverages made by Muscle Fitness 360 'Extrene Way of Life' had
a 39.6 % market share of the US sports drink market in 2013. Correspondingly, in 2014 Juice-Up
stood at 42% market share. Both beverages were propelled in 2013 and in a little measure of time
captured the market. In 2015 be that as it may, the band slipped from fifth position and was
supplanted by Nestle's Nesvita and Milo. Subsequently the organization thought of another
innovative idea to make a healthy shake called the Juggernaut. The table indicates gross sales for
Muscle Fitness from 2012 to 2015.
YEAR

Est. Population

Gross Sales

2012

8.34 Million

$30,000,000

2013

8.40 Million

$35,000,005

2014

19.75 Million

$45,000,000

2015

20.2 Million

$25,000,000

MARKETING PLAN
THE JUGGERNAUT HEALTH SHAKE

THE MUSCLE FITNESS INC., MARKETING PLAN - 2017

SALES TREND
$50,000,000
$45,000,000
$40,000,000
$35,000,000
$30,000,000

Gross Sales

$25,000,000
$20,000,000
$15,000,000
$10,000,000
$5,000,000
$0
2012

2013

2014

2015

Part 2 Profitability Analysis


Success can be measured from various perspectives and assessing the yearly gross sales and
taking a look at the Sales Trends is a standout amongst the most well-known courses through
which an organization can gauge its development. Muscle Fitness utilizes the yearly gross sales
information to quantify its productivity. The Company's prosperity depends on three main
considerations. A sound Business Plan, A sound Business Decision made day by day, which
relies upon reality based thinking and Generating considerable profit. Muscle Fitness has seen
their net profit increment from 20% to 30% from 2012 to 2014.
As indicated by Mr. Jay the organization's Marketing Manager, 75% of the sales are produced
from beverages and in this manner, taking a look at the gross sales information it can be noticed
that the organization's profit has demonstrated an expanding pattern amid the period 2012 to
2014 yet at a moderate rate. The Sports Beverage market is profoundly competitive and
development is moderate and frequently steady, however the organization is as yet performing
superior to numerous different producers of the energy and sports drinks. In 2015 nonetheless,
sales dropped and profit declined by 10% at the same time, in 2016 the organization's working
capital was evaluated to be 0.8 Billion, which implies that the organization has enough finances to
seek after new opportunities.

MARKETING PLAN
THE JUGGERNAUT HEALTH SHAKE

THE MUSCLE FITNESS INC., MARKETING PLAN - 2017

SWOT analysis
Strengths

Weaknesses

Sufficient Working Capital


Strong Brand Image
Strong Customer Service
High Profitability Ratio
Good Market Share

Opportunities

Low Product Diversification


Distribution Network is small
Global Presence is insignificant

Threats

Diversification in Energy Shakes


Supply Chain Improvement
Expansion of Business Network
New Outlets

Indirect Competitors like Nestle with


large market share
People lose interest in energy
beverages

SWOT activity sheet


SWOT Weakness

Activity to address weakness

Completion date

Low Product Diversification

Expand Beverage Category and

March, 2017

introduce Energy Shakes


Small Business Network

Expand Distribution Network and


enter new markets other than the

Jan, 2018

niche
Global Presence is

Advertise Globally so people from

insignificant

around the world can buy Muscle


Fitness products online

MARKETING PLAN
THE JUGGERNAUT HEALTH SHAKE

Jan, 2017

MUSCLE FITNESS INC., MARKETING PLAN - 2017

The Juggernaut
The Juggernaut is not only for competitors or muscle heads, but rather it's for any person who
work out, eats healthy, remains fit and cherishes to grasp a sound way of life. The formula is
intended to build stamina, improve the immune system, and increment energy levels. The Whey
protein isolate found in this power stuffed drink averts quick decrease in glutathione levels amid
workout, cardio, or doing any activity that requires tireless diligent work, so next time youre
working hard for that tough exam remember that the Juggernaut will help you finish strong. It
additionally controls serotonin levels along these lines battling off anxiety and dejection. The Chia
seed extract is another core ingredient which enhances heart wellbeing by managing circulatory
strain and controlling cholesterol. Chia seeds are an extraordinary wellspring of protein, hence it
helps build muscles. The water Caltrop extract has the most elevated measure of calcium, which
is useful for bone wellbeing and is another center element of the shake. Vitamins and Calories
extracted from natural sources enhance general wellbeing and fat free milk has been utilized to
finish the formula. The Juggernaut is accessible in a 250 ml pack and in three distinct flavors
Strawberry, Blueberry and Green Apple. These outlandish flavors are the appeal of the item, and
individuals who love to grasp a sound way of life and go to the gym consistently or do cardio each
morning would definitely have this in their bag packs.

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MUSCLE FITNESS INC., MARKETING PLAN - 2017

PRICING
The Juggernaut will be available in the market for $3. For a long time Monster and Redbull have
remained the market leaders for the energy drink industry and a customary container of redbull is
available at $2.50 relying upon where you live. However, individuals know that these sorts of
carbonated beverages have their reactions, on the other hand demand for health beverages is
also rising as consumers want a drink, which is refreshing and healthy, thus Muscle Fitness will
give away the correct sort of thing which individuals desire for and at an exceptionally ostensible
cost of $3 which is the nearest to these carbonated beverages. Their ought to dependably be
value against cash and the organization dependably endeavors to give their clients what they
need.
Product or

Price

Value

Service
Zero Side Effects
Improved Immune System
Reduced Stress
Juggernaut
Shake

$3

Improve Vigilance
Increased Stamina
Increased Bone Health
Increased Energy Levels

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MUSCLE FITNESS INC., MARKETING PLAN - 2017

POSITION (Place) in the marketplace


Goods are produced on the production line situated on Grand Avenue from where they are then
moved to the Warehouse which is situated close to the manufacturing point. The products are
then stacked onto the container and conveyed to the right distributors. The stock for the outlet
and online store are conveyed to the outlet, the products acquired online are then couriered to
the client and goods sold through the outlet are displayed on racks. The organization wants to
develop its distribution channel position by entering new markets other than the niche and the
marketing division is working on to find new wholesalers in Houston Texas and Cleveland Ohio,
below table represents the present market position.
Channel type

Channel strategy

Outlet Retail

Goods Manufactured are loaded onto the container and transferred to


the outlet which are directly sold to the customers

Amish Market

RTE Health Snacks and Food are delivered to the Distributor located in
9th Avenue from where these products are sold with a 9% distributors
commission on sale

Graces
Market Place

RTD and RTE products are delivered to the Distributor located in the 2nd
Avenue from where these products are sold to the customer on a 10%
distributors commission on sale
RTE products are sold directly to the customers from around the US,

Online Store

these products are delivered directly to the customers location through


courier service

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MUSCLE FITNESS INC., MARKETING PLAN - 2017

PROMOTION
In spite of the fact that the organization doesn't set up huge TV spots, however it spends twofold
the business normal on promotion. It boils down to solid branding; everything about Muscle
Fitness items fits together, the guarantee of quality, stamina, muscle and power which is precisely
what the core demographics of health drinks want. The company sponsors freestyle running and
aerobics, boxing and martial arts fighting, weight lifting and strength training to send its message
home. The CEO is truly eager in propelling the new Juggernaut Shake, an event will be organized
at the Bay Plaza Mall where different games will be arranged to allow individuals to demonstrate
their strength and the Juggernaut will be given out for free. In like manner, an exclusive sale will
be put up in the first two months of the launch and the initial 5000 packs of the Juggernaut will be
sold at a 20% markdown. Limited time amusement shows will likewise be organized in various
zones of the city where individuals will be urged to try the Juggernaut.

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MUSCLE FITNESS INC., MARKETING PLAN - 2017

Financial Overview
Marketing Budget 2017
Bellow is the financial budget for the marketing activities for the launching of the
Juggernaut

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MUSCLE FITNESS INC., MARKETING PLAN - 2017

Organisational Implications
Caffeinated drink consumption is still a disputable issue for general wellbeing and public policy.
Throughout the years, various reviews have been led into the conceivable connections between
carbonated energy drink consumption and therapeutic issues, the consequences of which,
nonetheless, remain exceedingly challenged. Muscle Fitness has gone into the market with
health beverages having zero reactions and consequently, the organization has a decent
possibility of expanding its client base by 20% through the new product launch which is not an
energy drink but a healthy and tasty shake. Another vital component to consider is developing the
business network, which is very critical for increasing sales and producing more income. Finding
new wholesalers is insufficient for the development; the organization ought to open new outlets to
grow its business network. Items ought to likewise be sent out outside of the US so as to
accomplish worldwide presence expanding business development.

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MUSCLE FITNESS INC., MARKETING PLAN - 2017

Glossary
Term

Definition

Blog

a shortened word for Weblog (see Weblog).

Channel

a way of delivering something to its destination, whether it is a message


to be communicated or a physical product to be delivered.

Contract

a legally enforceable agreement made between two or more parties. A


contract may be a verbal contract or a written contract (or may be partly
verbal and partly written).

Demographics

the characteristics of a population or segment of the population,


commonly examined demographics include age, gender, ethnicity,
knowledge of languages, employment status, mobility and geographic
location.

Domain name

an identification string (name) that identifies an organisation's address on


the internet, either a website address or an email address. Domain
names are formed by the rules and procedures of the Domain Name
System (DNS). Read more information about Domain Name System on
Wikipedia

Blog

(also known as a weblog) an individual's or organisation's online website


displaying a reverse-chronological list of entries (known as posts). Posts
typically include thoughts, observations, promotions, links, images or
videos. A Weblog is publically available and allows readers to comment
on posts.

Goods and

a broad-based tax of 10 per cent on the sale of most goods and services

Services Tax (GST)

in Australia.

High-end

usually refers to expensive or high quality products/services.

Market position

refers to the position an organisation, product or service has in the


market, usually in relation to its competition.

Milestone

a goal or objective with a target date.

Mission statement

a statement (usually internally facing) which outlines how a business


(organisation) intends to achieve its Vision. It should define the
PURPOSE and PRIMARY OBJECTIVES of the business and answer the
question, 'What do we do?'

Social media

a group of technology including Blogs, online networks (e.g. Twitter,


Facebook, Myspace, LinkedIn) and online collaboration tools often used
to expand your network/market reach or collaborate on a large scale.

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MUSCLE FITNESS INC., MARKETING PLAN - 2017


Term

Definition

Unique selling

a characteristic of a business or a product/service that sets it apart from

position

the competition.

Vision statement

a statement (usually public facing) which outlines where a business


(organisation) wants to be in the future. It should communicate both the
PURPOSE and VALUES of the business and answer the question, 'Why
are we here?'

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