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Muscle RDX Solution
Muscle RDX Solution
Muscle RDX Solution
ANALYSIS
Muscle-RDX in India
Suzanne Wootton Tutor: Christine Moody
N9108567 Word Count: 1486
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TABLE OF CONTENTS
As India’s first home-made whey protein for high-endurance athletes, SP aimed to boost their position
in the ₹7.3 billion sports nutrition market in India. In addition to boosting their position, SP explicitly
pursued brand awareness and knowledge, as well as avoidance of stagnation through brand attitude,
ultimately achieving long-term stability.
The company aimed to achieve these objectives by producing a clinically proven, Food Safety and
Standard Authority of India (FSSAI) approved product. Despite the proof of success, SP still faces
heightened challenges with trust.
Market research discovered alarming facts, with 85% of male athletes expressing dissatisfaction with
formulas of Indian origin, and majority expressing long term struggles with poor performance from
current products. Once a flourishing market of counterfeit supplements, and no precedent for Indian-
made endurance protein, the SP advertising team faces a substantial advertising challenge - gaining,
and retaining, trust from the market to create long-term stability with ever-increasing demand.
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Reposition to a ▪ Ensures product use longevity ▪ Can still become stale and
subscription ▪ Lowers loyalty shifting stagnant
purchase ▪ Potential to leave consumers
angry if money is invested but
competitors introduce new and
better products
▪ Restricts room for improvement
and immediate innovation
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The market is expanding exponentially, making it vital for SP to retain consumers already interested in
Muscle-RDX. Losing consumer’s to growing competition is a high risk, making a frequent and targeted
approach more suitable than a reach campaign.
Targeting psychographic profiles A and B is advantageous predominantly due to the long-term goals
these segments pursue. Their ability and will to motivate and involve others is the second key benefit.
Word-of-mouth, or earned advertising, is generally the best form due to its low cost and complete
transparency.
Advertising through the app welcomes competitive advantage due to no other brand producing an app
available on most platforms. Despite a saturated market, this will allow SP to indirectly compete with
other brands. Additionally, and indirectly, trust will be built through the app’s ability to show
performance whilst using Muscle-RDX. This feature builds brand affinity within direct consumers, but
also professionals, leading to further and future recommendations.
Apps allow for highly targeted ads, along with tracking and measurable success. Personalised ads
and achievement rewards encapsulates psychological theories of social status, as well as fulfils
Maslow’s highest need – self achievement.
5.0 REFERENCES
Businessnews Publishing. (2014). Summary : trading up - michael silverstein and neil fiske. Retrieved
from https://ebookcentral.proquest.com
Dewani, P., & Nigam, A. (2016, November 30). MUSCLE-RDX: PRICING, PACKAGING, AND
DEMAND FORECASTING FOR A NEW PRODUCT
Kim, D., & Jang, S. (. (2013). Price placebo effect in hedonic consumption. International Journal of
Hospitality Management, 35, 306-315. doi:10.1016/j.ijhm.2013.07.004