DESIGNER

Bolor Battulga

PROFILE/DESCRIPTION

Muscle Milk is a company that was founded in 2000 with a parent company, CytoSport, Inc. The purpose of the company is to sell nutritional protein based products such as protein powder and protein shakes. Protein is known to play an important role in an athletes career as it helps repair and strengthen muscle tissue.

Brand Advantages:

• Clear motive
• Trustworthy
• Accessible in most stores

Brand Attributes:

• Responsible
• Distinctive
• Athletic
• Credible

Brand Experience:

• Been around for 22 years

GOALS

The first goal is to make sure a consumer understands that they are drinking a protein shake, a beverage that contains a lot of protein with no sugar or dairy content. Secondly, the product must be appealing enough so that the average customer that wants more protein would want to purchase it. It has to be inviting with calm colors so that people understand that the drink is not only meant for extreme athletes. Lastly, I want them to know what protein does on the side of the bottle and the vitamin contents of the drink.

PRIORITIES

• Branding (Muscle Milk)
• Product (Protein Shake)
• Protein Content (25g)
• Sugar Content (0g)
• Dairy Content (None)

TARGET AUDIENCE

• Preferably everyone over the age of 16 as it may be unnecessary for people younger to receive an increased protein intake
• A specific targeted audience would be athletes that are between the ages of 18 and 30 that want to build stronger muscles with an increased protein intake

COMPETITIVE SITUATION

• Fairlife  - Considered the best tasting protein shakes
• Orgain - Company based on organic plant based, grass fed milk protein
• Premier - Competitive brand known for having high protein low carb shakes