Protein Shake
Protein Protein Shake Shake
By: Karen Viveros
Kellogg’s History Began with only 44 employees in Battle Creek, Michigan, in 1906. Manufactures in 18 countries and sells its products in more than 180 countries. World’s largest producer of convenience foods -Kellogg Company recently announced that first quarter 2011 reported that net sales increased 5 percent to $3.5 billion.
-Family-oriented company
Industry Overview Protein is one of the body's main building blocks for muscle, bone, skin, and other tissues Often used by athletes, and comes in combinations of protein, carbohydrates, and fats. Protein shakes come in a variety of flavors in powder form or in ready-to-drink packages, such as cans or foil packs. Athletes may find it easier to train with the help of protein shakes to help their body recover from intense exercise. Protein shakes serve their purpose in restoring muscle glycogen, a fuel source for exercise, which gets used up during workouts. Benefits non-full time athletes Often sold at gyms
Recommended or heard through WOM from coaches, trainers, and athletes
Product Review -Kellogg’s Protein Shakes comes in 3 flavors: French Vanilla, Strawberry, & Chocolate -10 grams of Protein and 5 grams of fiber for every 10 oz. bottle to satisfy hunger and help one loose weight On the go drink targeted towards young and middle aged women Not considered a work-out drink Suits everyone
Competition CytoSport, founded in 1998, works with sports scientists, coaches, and trainers to redefine protein enhanced products for active lifestyles and serious athletes Muscle Milk is a protein-enhanced functional beverage that promotes recovery from exercise, lean muscle growth, and healthy, sustained energy 34 grams of Protein for every 17oz bottle Word of Mouth Doesn’t taste as good as Special K Slim Fast: Sweet Vanilla, Rich Chocolate, Creamy Strawberry, & delightful cappuccino Nutrition facts are relatively the same Marketed towards women
Consumer Profile Women aged 18-40 Have at least attended college $40,000 HHI or more Women on the go with busy lifestyles
Women constantly in need of energy Moderately work out General exercises (ex. Walking, light jogging)
Marketing Objectives Promote at women’s gyms
Giving away coupons Offer at gas stations Associate with organizations such as Women’s breast cancer Suggest complimentary products such as snack bars, cereal, and other drinks
Position Statement Kellogg’s Special K Protein Shake caters to young and middle aged women who live a busy, yet healthy lifestyle. This tasty protein shake is designed to fulfill the hunger of women with all athletic lifestyles, but is still suitable for women who only look towards a light work out or simply drink the shake for the sake of their health. This shake will not only satisfy the needs of women, but will also benefit them in putting those nutrients into good use as they go on with their day.
Communications Mix Have promotional campaigns at Avon’s Walk for Breast Cancer.
Hand out brochure to women during event and have a general discussion with them on their health lifestyle and inform them about the product. Give out free samples before running/walking events for an opportunity for consumers to experience the drink’s after effect on their settle exercise Advertise in women’s magazines such as Women’s Health, Self, and Shape
Creative Development Plan Enhance a lifestyle to the product Satisfy consumer's needs Convenience of product coming in a bottle Quick on the go beverage
Encourage women to live a healthy lifestyle by making the right eating choices Taking a different approach to losing weight instead of performing excessive work outs
By: Karen Viveros
Kellogg’s History Began with only 44 employees in Battle Creek, Michigan, in 1906. Manufactures in 18 countries and sells its products in more than 180 countries. World’s largest producer of convenience foods -Kellogg Company recently announced that first quarter 2011 reported that net sales increased 5 percent to $3.5 billion.
-Family-oriented company
Industry Overview Protein is one of the body's main building blocks for muscle, bone, skin, and other tissues Often used by athletes, and comes in combinations of protein, carbohydrates, and fats. Protein shakes come in a variety of flavors in powder form or in ready-to-drink packages, such as cans or foil packs. Athletes may find it easier to train with the help of protein shakes to help their body recover from intense exercise. Protein shakes serve their purpose in restoring muscle glycogen, a fuel source for exercise, which gets used up during workouts. Benefits non-full time athletes Often sold at gyms
Recommended or heard through WOM from coaches, trainers, and athletes
Product Review -Kellogg’s Protein Shakes comes in 3 flavors: French Vanilla, Strawberry, & Chocolate -10 grams of Protein and 5 grams of fiber for every 10 oz. bottle to satisfy hunger and help one loose weight On the go drink targeted towards young and middle aged women Not considered a work-out drink Suits everyone
Competition CytoSport, founded in 1998, works with sports scientists, coaches, and trainers to redefine protein enhanced products for active lifestyles and serious athletes Muscle Milk is a protein-enhanced functional beverage that promotes recovery from exercise, lean muscle growth, and healthy, sustained energy 34 grams of Protein for every 17oz bottle Word of Mouth Doesn’t taste as good as Special K Slim Fast: Sweet Vanilla, Rich Chocolate, Creamy Strawberry, & delightful cappuccino Nutrition facts are relatively the same Marketed towards women
Consumer Profile Women aged 18-40 Have at least attended college $40,000 HHI or more Women on the go with busy lifestyles
Women constantly in need of energy Moderately work out General exercises (ex. Walking, light jogging)
Marketing Objectives Promote at women’s gyms
Giving away coupons Offer at gas stations Associate with organizations such as Women’s breast cancer Suggest complimentary products such as snack bars, cereal, and other drinks
Position Statement Kellogg’s Special K Protein Shake caters to young and middle aged women who live a busy, yet healthy lifestyle. This tasty protein shake is designed to fulfill the hunger of women with all athletic lifestyles, but is still suitable for women who only look towards a light work out or simply drink the shake for the sake of their health. This shake will not only satisfy the needs of women, but will also benefit them in putting those nutrients into good use as they go on with their day.
Communications Mix Have promotional campaigns at Avon’s Walk for Breast Cancer.
Hand out brochure to women during event and have a general discussion with them on their health lifestyle and inform them about the product. Give out free samples before running/walking events for an opportunity for consumers to experience the drink’s after effect on their settle exercise Advertise in women’s magazines such as Women’s Health, Self, and Shape
Creative Development Plan Enhance a lifestyle to the product Satisfy consumer's needs Convenience of product coming in a bottle Quick on the go beverage
Encourage women to live a healthy lifestyle by making the right eating choices Taking a different approach to losing weight instead of performing excessive work outs
