個案資料

Strength Pharma was an Indian health care company that focused on developing, manufacturing, and marketing products that catered to the sports nutrition market in India. The senior director of marketing was responsible in March 2016 for managing the upcoming launch of the company’s newest whey protein supplement, Muscle-RDX. This new product would be the first protein supplement for high-endurance athletes ever to be approved by the Food Safety and Standard Authority of India, and its chances for success in the Indian market looked quite promising. <br><br>With the upcoming new-product launch just a few months away, the marketing director needed to develop a product-positioning strategy and a marketing communication plan for Muscle-RDX. To find the best plan, he had several questions to answer: Who would be the ideal target customer? How should the key stakeholders be reached? What was an appropriate message for each of the fitness coaches and athletes? What role would the mobile application play in the marketing communication roll out?

This case fits well with first-year MBA students in a marketing management course. It is also suitable, at the MBA level, in specializations like advertising, integrating marketing communications, new-product development, and promotion. After completion of the case, students will be able to:<br><ul><li>evaluate the concepts of a decision-making process, a decision-making unit, and a push-versus-pull communication strategy;</li><li>assess and explain the concepts of segmentation, targeting, and positioning (STP); and</li><li>explain the elements of an effective marketing communication program.</li></ul>

• new product launch, STP (segmentation, targeting, and positioning), communication