MY PROTEIN : BRAND EXPANSION STRATEGY
This project involved developing a comprehensive marketing strategy for Myprotein's hypothetical expansion into the UK gym market. The proposal outlined a plan for Myprotein to leverage its established brand in sports nutrition to open physical gym locations, offering a unique combination of workout spaces, nutritional supplements, and fitness consultations under a flexible subscription model.
BROWSE KEY COMPONENTS
MARKET RESEARCH
Conducted PESTLE analysis to evaluate external factors affecting the UK fitness industry
Performed Porter's Five Forces analysis to assess competitive landscape
Created TOWS matrix to identify strategic opportunities and threats
STRATEGIC PLANNING
Developed SMART objectives for market entry and customer acquisition
Crafted a strategic pyramid outlining the brand's vision, mission, and values
Designed a positioning map to identify market gaps and opportunities
MARKETING STRATEGY
Segmentation: Focused on 25-44 age group using psychographic segmentation
Targeting: Employed differentiated marketing approach for varied consumer needs
Positioning: Aimed for high-quality service at comparatively low cost
Product: Designed comprehensive fitness packages combining gym access, supplements, and consultations
Price: Developed competitive pricing strategy based on market analysis
Promotion: Outlined multi-channel promotion strategy using owned and paid media
Place: Targeted 5 major UK markets for initial gym openings
BRANDING
Created a modified logo for Myprotein Gym to maintain brand consistency
Retained the tagline "Fuel your ambition" to reinforce brand identity
KEY ACHIEVEMENTS
Identified a market gap for low-cost, high-quality fitness services
Developed a unique value proposition combining gym, nutrition, and consultation services
Created a flexible pricing model to cater to diverse consumer needs
Leveraged Myprotein's existing brand strength and online presence for marketing
Designed a scalable expansion strategy targeting major UK markets