Target Market
The main target market of All Max Whey Protein is people of the age group of 18 and above. Contrary to the popular belief that only body builders and athletes consume whey protein, children, men, women or anyone looking for a simple way to increase protein in their diet can benefit from it .This whey brand is ‘comparatively’ easier on the pocket and caters to people belonging to all classes of the society as a 2.2 pound tub cost around 1500 Rs which is at least 12% cheaper than the other competing brands in the market.
The 4 P’s
The marketing mix of All Max Whey Protein consists of four P’s that is Product, Price, Place and Promotion. The evaluation of the 4 P’s is done on the basis of the attributes of the product, consumers’ taste and preference, research and development carried by the company regarding the product, its retail outlets etc.
1) PRODUCT
Brand name: Having been launched by the ‘All Max Nutrition’ a very reputed and well-established global company, the brand name of ‘All Max Whey’ earned a very good position in the market very easily. Its brand name has been immensely popular all over the globe since the last 12 years.
Quality: All Max Whey is produced at a government inspected National Science Foundation CGMP registered and Grade ‘A’ certified facility ensuring product quality and integrity. Every ingredient added and every lot produced is independently lab tested for purity and potency ensuring consistent quality every time.
Safety: The risk information has been very clearly mentioned on the container. A separate ‘Allergy Warning’ has also been given in detail along with an elaborate nutrition information
Packaging: Al...
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...can still be afforded by all sorts of consumers. All Max Whey has an extensive distribution channel. It makes its products available even in remote areas.
According to me, the marketing technique adopted by All Max Whey is quite apt. It aims at attaining high profits, but it also prioritises customer satisfaction. It aspires to become a global leader in nutrition industry as well as to be the first choice of every customer. It has a lot of competitive advantages and is, therefore, touching high profits. Because of the appropriate marketing mix model adopted by the All Max Nutrition, it has become a leading company in the Whey protein market.
BIBLIOGRAPHY
1) http://www.valuebasedmanagement.net/methods_marketing_mix.html
2) http://www.allmaxnutrition.com/products-type/allwhey/
3) Strategic Marketing Management
- by David A. Aaker
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