Business Environment

ASSIGNMENT ON
“MuscleBlaze Protein Supplement”
 What is a Dietary Supplement?

The Dietary Supplement Health and Education Act (DSHEA) of 1994 created the definition of
supplements, cementing this unique class of foods. Dietary supplements must be ingested through
the mouth—whether as a pill, tablet, capsule, softgel, chewy gummy, chewable tablet, melt-away,
powder, drink, or bar. And the kinds of ingredients included can be wide ranging, indeed.

Here’s a look at the main types of ingredients in supplement products, all of which are regulated by
the law:

Vitamins: These are organic compounds the body needs for normal growth and metabolism. These
are all the “letter” vitamins, such as vitamin A and D.

Minerals: Minerals are inorganic elements, such as calcium and magnesium, which the body requires
for normal health. Your body can’t make these, so you need to get them through your diet.

Botanicals: These include ingredients from plant leaves, flowers, roots, seeds, or bark.

Enzymes: Think of these as catalysts, like a key in a lock, that you need to unlock specific chemical
reactions in the body, including digestive functions and cellular metabolism.

Organ Tissues & Glandular: These support the body’s systems, such as metabolism and energy
creation that are governed by the endocrine system.

Metabolites, Constituents & Extracts: This is a catchall category for supplements synthesized or
produced from whole ingredients. These include omega-3s, botanical extracts, and metabolites—
something your body produces during normal metabolism but, in a supplement form, may help boost
normal function. You see these ingredients a lot in sports nutrition supplements, such as
creatine monohydrate, a metabolite of the organic acid creatine (prevalent in raw fish and meat)
that’s used to supply energy to your body’s cells, especially muscles.

Amino Acids: Amino acids are the building blocks of all proteins. There are hundreds of amino acids
on the planet, but only 20 in the human body. Eight of those amino acids cannot be manufactured by
your body’s cells, making them essential to get through your diet.
Protein supplements are concentrated sources of protein from animal or plant foods. They are very
popular among fitness-conscious people. Due to wide variety in the market, it is difficult to determine
which will provide optimal results.

Let’s dwell deeper to reinforce your current understanding, in order to support your nutrition, health
and training goals by identifying different aspects.
MuscleBlaze, founded in 2012, is the nation’s market leading pioneer in the field of active sports
nutrition supplements. Packed with the purest ingredients, choicest flavours and with guaranteed
purity, MuscleBlaze supplements provide that extra drive for your workouts.

MuscleBlaze has the huge variety of supplements. A few as follows:

 Whey Protein Supplement
 Weight Gainer
 Protein Bar
 Multivitamin
 Fish Oil Gold
 Creatine
 BCCA
 Pre and Post Workout

Since 2012, it continues to delight the customer with better tasting products. No wonder, it quickly
became consumer's favourite, and is now the leading brand in the sports supplements category,
synonymous with, authenticity, quality & cutting edge performance at an honest price. This
achievement has been possible due to our strict adherence to the following principles.

 Purest ingredients
 Stringent processes
 Purity guaranteed

These varieties have different demand and price. This survey included all these variety and collective
demand and price survey was done.
 Objective of the survey:

To analyse factors such as price, awareness, competitors, demand and elasticity of MuscleBlaze
supplements.

The following is a survey with a sample size of 67 from where some of the inferences have been
drawn to make the research report:

Main Findings:

The groups were split by age and gender as per the above charts. Most of the consumers were males
between the age group of 18-30yrs of age.
To maintain health and reduce your risk of health problems, health professionals and researchers
recommend a minimum of 30 minutes of moderate-intensity physical activity on most, preferably all,
days. It was found that 44.8% of the people follow a daily routine of exercise with most of them
training on an average of 0-5 hrs. per week.
There are very few significant demographic differences when it comes to overall supplement
consumption. The higher the chances of a person going for fitness training, the more likely it is that a
person takes supplements.

From the above chart, we can say that the 48 people (out of 67) have consumed different types
different supplements.
When it comes to the types of supplements consumed, whey proteins are by far and away the most
popular. While whey proteins are consumed across all demographics, they are slightly more popular
amongst men and those in middle age brackets (i.e. not the youngest or the oldest consumers). Amino
Acids tend to be most popular amongst younger men.
The vast majority of people consumed the recommended dosage of 0-2 in a day with most spending
on an average Rs.1000 - Rs.2500 per month.
Most of the consumers would like to use the brands they are using because of their better quality
amino acids.
MuscleBlaze Whey Protein, 2 kg, Rich Milk Chocolate cost Rs.5199/-. say its price increases by
10% (Example for elasticity)
Therefore: Price elasticity of demand=

EP (Price Elasticity of Demand) = % Change in the quantity demanded

% Change in Price

Therefore EP= 19-19*100 5719-5199 *100 =0

19 5199

As the price of elasticity of demand (EP) is less than 1, the demand is considered to be
relatively inelastic.

Therefore, we can infer that MuscleBlaze Supplement has an inelastic demand since its
demand does not vary much with change in price.
 Conclusion and Recommendation

Recommendation: As the competitors have same range of product price and even less, MuscleBlaze
should use different strategies to capture the remaining market.

Conclusion:

1. MuscleBlaze has positioned itself very well in the market.

2. The brand image of MuscleBlaze is very strong.

3. The closest competitors of MuscleBlaze are Optimum Nutrition and Ultimate Nutrition.

4. The customers are brand loyal (majority of the users would continue using the brand even if the
prices are increased)

5. The only factor which is the demand deciding factor for MuscleBlaze is they provide better quality
amino acid.