Project for Digital Branding & Marketing
Sports nutrition is currently one of the fastest growing categories globally. The leading brand in the world is GNC. The brand, VPlab has been relatively successful in Russia and CEE countries but its holding company feels that time has come for the brand to challenge the world leaders in the USA and/or become a dominant brand in the EU and/or aim to dominate the Asian market. The Project should be in ppt format and not exceed 40 pages
Individual Proposal: segmentation and positioning, brand vision/universe, your brand plan and digital marketing proposal.
3. Using the brand reputation and affinity models to support your arguments, how would you suggest VPlab adapt its' brand story for your chosen market?
4. Should they aim for a retail presence in those markets and if so, where should the first one be and what should it offer?
5. What digital marketing strategy would you recommend they implement.
a. Use search and social listening tools to create insight into consumers behaviours and discussions. Make recommendations for how this might affect your digital strategy.
b. Use the paid, owned, earned, shared model to map their digital ecosystem and create a digital plan for key channels
c. Include a test and learn strategy and a measurement framework.
Chosen market: EUROPE
Please note that your proposals should EXCLUDE celebrities and television advertising.
Appendix 1
"While bodybuilders and extreme athletes are often the target audience for sports nutrition products, these individuals actually account for only about 5 percent of total sports nutrition category sales. This highlights the importance of the mainstream consumer and what sports nutrition supplementation means for everyday health and active lifestyle needs. Indeed, sports nutrition is morphing into active nutrition.
To leverage this market, it is critical for manufacturers to pay attention to a number of unique and emerging consumer segments in the space; specifically:
• actively tuned-in
• performance driven
• gracefully maturing
• driven to lose (weight)
While trends in consumer education and access to information continue to fuel mainstream sports nutrition growth broadly, each of these user segments has its own goals, drivers and motivators for seeking out and using sports nutrition products. There is no "typical" sports nutrition consumer any longer, so category segmentation is key." Source Heidi Rosenberg https://www.naturalproductsinsider.com/articles/2015/03/sports-nutrition-fourmainstream- consumer-segment.aspx
Appendix 2
Company Background: Sport Express is the leading company in the Russian market of sport nutrition and food supplements. The Company has built an extensive distribution chain including wholesale, gym networks, mass market, retail, and direct internet sales. Sport Express distribute products not only in Russia, but also Belarus, Kazakhstan, Ukraine, and the Baltic states.
Sport Express is more than just a distributor of sports nutrition. It is firmly entrenched in all areas of the muscle market in its home territories. For example, Sport Express holds the exclusive publishing rights for Muscle & Fitness, Flex, Muscle & Fitness Hers, and Men's Fitness media brands. Sport Express is also the General Partner of Russian Bodybuilding Federation and Main Sponsor of all major sport & fitness events in Russia.
Sport Express has made a very large statement in 2014 as it recently launched two great events in Moscow - Amateur Olympia World Showdown and the Power Pro Show 2014, held November 28-30 at the Congress Centre of the World Trade Centre in Moscow. This four-day festival features men's bodybuilding and IFBB Pro League bikini. The Amateur Olympia event has a total prize money of $50,000 while Pro bikini offers competitors a total of $20,000 in prize money. The accompanying exhibition, the Power Pro Show is a showcase for the newest offerings in bodybuilding, fitness, and health nutrition and supplements, equipment, gym fashion, and of course, exciting contests and exhibitions.
Sport Express has also developed its own proprietary line of premium, innovative sports nutrition products: VP Laboratory Company website is here www.vplaboratory.com and the company catalogue is attached to this job specification. Also see www.okfit.eu VP Lab Products:
VP Labs nutrition products are developed by their own specialists and are manufactured at the top factories of Western Europe and the United States. All factories are world-recognized leaders in specific product type manufacturing with mandatory ISO and GMP certifications, and use exclusively premium quality raw materials from the world's top suppliers.
VP laboratory offers a wide supplement range for increasing training effectiveness and performance, along with specific products for energy, strength, muscle growth, stamina, post-workout recovery and weight management.
VP Labs nutritional products are designed to meet individual needs of customers with different goals and exercise intensity levels, and are perfectly suitable for both amateurs and professional athletes.
Appendix 3
VP LAB BRAND POSITIONING
Purpose of this document: Once approved, it will provide a general style guide/brand positioning statement to freelance writers and designers so that brand messages are consistent with the owner's intentions. The document aims to clarify target market(s) and potential messaging strategies for social media and advertising.
Please note, this document is not intended to be advertising sell copy in its current format, but will help shape future marketing campaigns across the various media platforms.
VP Lab Target Market: Our target audience is both male and female, of "intermediate" age, with mature tastes and greater than average income levels. We are targeting the young to middle age professional person, who is looking to keep fit, build or maintain a desirable bodyweight and composition, stay strong, remain healthy, and who views taking good care of themselves as not only enjoyable, but as part of their responsibility (to their employer/their partner/their kids/etc). This person will eat well, exercise regularly and prioritize their health and fitness. They are not necessarily looking to be the most ripped guy or the hugest guy, but they integrate their healthy, fit, athletic life in with their other responsibilities. We are targeting more mature, responsible, educated consumers because they understand that quality
costs more, and are willing to pay for it, especially if they feel that it caters to a particular need, or if it "speaks" directly to them. The target may also be buying the products for other members of their active, sporty families.
Unique Features and Brand Selling Points: The VP LAB brand of sport nutrition offers discerning athletes premium products designed for the specific needs of active, informed sportspeople.
VP Laboratory uses no proprietary blends, so you know EXACTLY what you are getting in every product.
We use only Verifiable (provenance) Premium Quality ingredients from trusted, world renowned suppliers and therefore we communicate product benefits in straightforward language, using science when appropriate, but never using hype. We don't need excess hype and our intelligent audience won't appreciate it.
No packaging gimmicks or celebrity endorsements that do nothing for the consumer except drive up the costs.
VP Lab only uses carefully constructed, unique product formulas to maximize digestibility and bioavailability so you get the full benefit of all products.
VP Lab products are formulated for both performance and health benefits over the long term, so they are not over dosed, over hyped, or over stimulated. VP Laboratory creates clean, healthy nutrition for the intelligent athlete. Due to its quality and responsible marketing, the target consumer will be proud to be seen with VP Lab products in their gym bag, or on their desks at the office. There is nothing "underground" about the brand.
Style Guide: From an imagery perspective, VP Lab will not use pro bodybuilders (neither male nor female, neither physique competitors nor mass monsters) but more mainstream, attainable, athletic physiques. Obviously some products need to showcase muscle (like a mass gainer) but the end result of a mass gain phase does not need to look like Phil Heath. Most men would be happy to gain enough lean mass to look like the late, great Greg Plitt.
From a design/style perspective we are not targeting 18 year old males with heavy tattoos and piercings who want to wage war in the weight room. Even for a mass gainer product that may appeal to a more youthful audience, VP Lab will take a more intelligent, responsible approach. For example, a kid that wants to improve his rugby or football (soccer) or even golf or tennis abilities will often be told that he needs to bulk up and get stronger....not so that he looks like Jay Cutler, but so that he looks more like Cristiano Ronaldo or Raphael Nadal. If a parent is buying a weight gain supplement for their kid, are they going to be comfortable buying Mutant Mass with its intense graphics and "in your face" look, or a more understated, scientific, and responsible package from VP Lab?
PRODUCTS TO POTENTIALLY LEAD THE MARKETING CAMPAIGN
Note: This is not advertising copy, but observations of interesting points of differentiation that can be used to attract consumer attention
AMINOPRO 9000: Everybody talks about BCAA's and for good reason. But what about the rest of the Essential Amino Acids (EAA's) that make up a complete protein? They are not only vital for increased muscle protein synthesis, but for overall health as well. And what about the SOURCE of the proteins that the amino acids are being derived from? Did you ever think about that? Every other supplement company talks about the ratios of leucine to isoleucine and valine (the 3 BCAA's) or the taste of their powdered amino products, but nobody talks about where these amino acids come from or how bioavailable they are for you to digest and benefit from. Here at VP Lab, we are fully aware that not everyone can digest dairy products (whether due to a lactose intolerance or a dairy protein intolerance), so we have developed a highly digestible, completely bioavailable EAA formula from Beef and Whey Hydrolysates (pre-digested and highly purified for maximum absorption and no gut aches!) for those of you who want gains without the (gut) pains.
AMINOPRO 9000 gives you all the EAA's you need for muscle growth, maintenance and recovery, in easy to transport tablet form, so no need make a shake at the office or while you're out on the road. This is the perfect protein solution for the athlete on the go.
AMINOPLASMA: Our Pre and Intra Workout product that uses only the finest quality ingredients in the research approved dosages to give you the maximum benefit. No added stimulants so you can use it for training in the evening. No fillers.
Easy to digest and nothing to irritate your gut. Aminoplasma contains only the finest ingredients in the research supported dosages to help you get the best results from your training, morning, afternoon or evening.
ULTRA MEN'S SPORT MULTIVTAMIN: In addition to all of the vitamins and minerals (and dosages) you would expect to find in a premium multi-vit supplement, we have also added antioxidants and micronutrients expressly for male health and well-being, with particular focus on the prostate and eyes, which are of particular concern to the adult athlete.
FITACTIVE FITNESS DRINK WITH COQ10: What's the most bioavailable and easy to digest carb while you're on the run (or bike or hike or football pitch)?
Dextrose. Dextrose rapidly absorbs and converts to glucose with no digestive distress, plus FITACTIVE also contains all of the electrolytes you lose through sweat and adds in a very healthy dose of Co-Enzyme Q10, which is essential for healthy heart function and energy production. It's the perfect sports drink formulation for the hard training athlete.
BCAA 8:1:1 This great tasting drink is formulated with the latest generation of completely soluble Branch Chain Amino Acids, so the powder mixes easily, tastes great with none of the typical amino acid bitterness and you won't have half of it stuck to the side of your shaker cup. It is perfect, refreshing pre-or post workout drink and contains no stimulants. Also makes for a great recovery drink any time of the day.