Muscle Blaze- Bright Life Care Pvt Ltd

Alisha Anand
Ritika Saxena
Prince Sharma
Shrishti Sharma
Aparajita
Shubham Jain
Bhavna Tomar
 About Company
• Company- Bright Life Care Pvt Ltd
• Industry Size- $2.0 Billion
• Market Share-10%
• Founded In- 2012
• Headquarter- Gurugram, Haryana
 Micro Environment

• Marketing Intermediaries- Gym Trainers,

online retailers, Retail Stores
• Competitors- ProteinX, Ensure, Ritebite
• Customers- Athletes, Fitness enthusiasts,
Sports person
 Macro Environment
• Demographic Factor
Opportunity- Increase in population
Threat- Increase in competition from local suppliers

• Economic Factor
Opportunity- Increase in Inflation
Threat- People preferring cheaper products

• Political-Legal Factor
Opportunity- There is a stable government at the center
with liberal policies
 Macro Environment

• Technological Factor
Opportunity- Faster delivery
Threat- Entry of new competitors

• Environmental Factor
Opportunities- Awareness towards environment protection
Threat- Decrease in natural habitat
 Components of Value
• Benefits
– Nutritional Value
– Brand Ambassador is Sangram Chougule
– Delivery in 3-4 Days
• Cost
– To avoid Psychic Cost they use product authenticity
mechanism
– Effort and Time cost is minimalised by online
shopping
• Customer Engagement
– Transactional Bond
 Need, Goal and Motivation
• Need- Acquired Needs
• Goal- Product Specific Goals
• Motivation- Positive Motivation
• Motives- Rational Motive and Cognitive
Arousal
• Maslow’s Need Hierarchy Theory- Social
Needs
 Personality
• Personality
– Freudian theory: Ego
– Horney’s CAD Theory: Compliant
– Trait Theory:
• Innovativeness- High
• Dogmatism- Low
• Social Character-Inner Directed
• Need of Uniqueness- Low
• Optimum Stimulation level- Low
• Sensation Seeking- Low
• Variety- Novelty Seeking-Low

– Different Self-Image: Expected (How consumers expect to see

themselves at some specified future time)
 Perception
• Gestalt Psychology
Selective Attention – Keep repeating the
brand name
• Just Noticeable Difference- Authentic Product
Quality
• Relationship Pricing (Demand based pricing)
• Physical Risk
 Learning
• Process- Intentional ( active and deliberate
learning)
• Stimulus Generalisation- Family branding, Brand
extension (line extension and form extension)
• Level of Involvement- High
– Cognitive Learning
– Extensive Problem Solving
– Learn-Feel-Do
 Classical Conditioning

Nutrition
Fitness (UR)
(US)

MuscleBlaze
(CS)
 Segmentation
• Demographic-
– Age- 18-35
– Gender- Male and Female
– Income- Middle and high income
– Occupation- Students and working class
• Geographic- Urban area and semi-urban area
• Psychographic
– Personality
• Behavioural
– Benefits- Nutrition
– Usage rate- Frequent
 Targeting
• Athletes
• Fitness enthusiasts
• Sports person
 Positioning
• Competitive Frame of Reference- Protein
Powder and Bars
• POP- Nutritional Value
• POD- Product authenticity