Muscle RDX

• Date  Match 2016

• Endurance-sports Athletes
• Muscle-RDX had proven effective in helping high-endurance athletes to increase
their stamina
• The final approval of Muscle-RDX from the Food Safety and Standard Authority of
India (FSSAI) was expected later in the year
• Strength Pharma  achieved 7 billion in sales in 2015
• Wanted to enter India’s 7.2 billion sports nutrition market
• Initial success with early customers was mandatory, otherwise Muscle-RDX would
quickly lose its credibility, and FSSAI approval for the drug would become
insignificant.
• Thus, Jain’s top priority was to achieve long-term stability of Muscle-RDX sales
and prevent the new product from becoming just another supplement.
• Jain had to plan out a balanced segmentation, targeting, and positioning strategy for
SP’s new whey protein supplement.
• As Jain looked into the data his team had collected, he asked himself several questions
about the Muscle-RDX launch:
o Who was the ideal target customer?
o How should the key stakeholders (fitness coaches and athletes) be reached?
o What could be an appropriate message for each stakeholder?
o What was the role of the mobile application? How should the
marketing communication be rolled out?

SPORTS SUPPLEMENT INDUSTRY IN INDIA

• 2015  Sports supplement industry had grown by 17% and expected to grow 7%
each year
• Consumer ages: 18-35
• Recommendations from instructors and coaches = strong influence

• FSSAI = strong regulator

• Previously counterfeit products were being sold which caused health issues

• Name = Whey protein

o Protein bars made up 4% of the protein supplements market
• Indian market heavily dominated by international brands instead of domestic companies
o Neulife
o Paradise Nutrition Inc
o Guardian Lifecare Pvt.

MUSCLE RDX
• First whey protein product developed for high-endurance athletes [to enhance endurance
for at least 4-6 hours]
 • FSSAI approve Muscle RDX as a sport nutrition supplement but not as a
meal supplement
• Research:
o Effective in helping high endurance athletes improve their stamina levels
o Gained 8% more lean muscle
o Loss of 1% body fat
• Maximum retail price range:

o ₹4,800 to ₹5,400 for a five-pound tub [one month supply]

MARKET RESEARCH
• Exponential growth in endurance sport events [metropolitan areas
o Mostly Tier 1 cities, some Tier 2 and Tier 3]
o 60% were from nearby the local area [EXHIBIT 1 AND 2]
• Interviews with fitness coaches and gym trainers revealed that their utmost concern was
that India-based whey proteins would not be as effective in the long run compared to
international brands.
• About 76 per cent of the respondents were dissatisfied with their current sports
performance.
• In addition, 59 per cent were actively seeking sports supplements that were legal for use
in competition, and 42 per cent were comfortable using non-food-based sources to
reach their athletic goals.
• When these athletes were asked specifically about a powder-based sports supplement
made especially for high-endurance athletes, 17 per cent said they would
immediately discuss it with their nutritionist and request a review of its consumption.
• Jain also conducted a study for the psychographic segmentation of athletes in India.
This study revealed multiple attitudes towards physical activities, health, training, and,
in
general, lifestyle. The role of gender was significant in shaping long-term goals. Males
exhibited the most distinct segmentation and were thus grouped into five different
psychographic profiles (see Exhibit 4).
COMMUNICATION STRATEGY
• Cater to all participants involved in purchase
• Focus on athletes and fitness trainers, coaches, and nutritionists
• Compliance with the daily intake instructions for Muscle-RDX, along with
adequate diet and exercise, also made up an important part of the Muscle-RDX
regimen, so Jain wanted
to ensure that his communication strategy addressed these behaviors after the
athlete purchased the product.

Advertising
• Direct-to-Customer advertising = important marketing strategy
o Radio
o Online
o Television
o Print advertisements
• 10% of marketing budget should be used for this
• EXAMPLES:
o Endurance training is not easy. You are not a lone warrior here. Let Muscle-
RDX
and its support application help you in your fitness goals.
o Bring out the best in you. Top athletes need the best muscles working for
them. Take Muscle-RDX— the essential fuel for your muscles.
o That extra hour of protein presence matters. Sustained protein release
into the blood is critical for an endurance athlete. It’s time to buy
Muscle-RDX, the 10- hour protein formulation.

• Endorsement from India top sport personalities  rejected

o Tennis players: Sania Mirza, Mahesh Bhupathi
o Cricket Players Virat Kohli and Mahendra Singh Dhoni

• Needed to reach out to fitness trainers and coaches

o Print advertisements in leading fitness magazines
▪ Men’s Health India
▪ Run ads on websites
• BodyBuilding.com
• HelathKart.com
• HealthGenie.com

• Give your endurance athletes an effective, affordable, long-lasting health

supplement. Introducing Muscle-RDX, a clinically tested whey protein.

• Your deteriorating athletic performance needs your immediate attention.

Introducing Muscle-RDX, an FSSAI-approved whey protein.

• Push your athletes to test their endurance limits and achieve a new personal best.
Introducing Muscle- RDX, a long-lasting whey protein with its own mobile
application for best results.