Muscle Milk Pitch
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This document outlines a high school initiative for the protein supplement brand Muscle Milk to increase brand awareness and loyalty among high school athletes. The proposed strategies include creating a Muscle Milk All American Team to recognize top athletes, nominating a Muscle Milk Athlete of the Month featured online and in magazines, holding regional skills competitions, sponsoring the cheerleading website Varsity.com, launching a Muscle Milk Honor Roll program on their website, and purchasing media buys on high school sports websites. The overall goal is to capitalize on the 80% increase in high school sports participation since 1972 to develop lifelong customers.
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Muscle Milk Pitch
- 1. High School Initiative Eric Nachman, Lauren Schuil, Justin Keeling, Nicholas Wright, Steven Weingarten, Melanie Harris
- 2. Why Are We Here? 7.2 million participants of HS sports in 2006 80% participation increase since 1972 Extremely brand loyal Developing lifelong buying patterns Capitalize on early adopters Active and healthy lifestyle “Develop consumers when they’re young!”
- 3. How Do We Make MUSCLE MILK a “Must Have” Product?
- 4. MUSCLE MILK All American Team
- 6. Muscle Milk coupons for entire team
- 7. Walking brand ambassadorsMinimal costs to activate
- 10. MUSCLE MILK Athlete of the Month
- 13. Muscle Milk coupons for entire team
- 16. Varsity.com Sponsorship What’s that Spell? MUSCLE MILK
- 18. Asics
- 19. Nike* source: statsaholic.com
- 20. MUSCLE MILK Honor Roll Located at www.musclemilk.com Interactive program User enters personalized information Workout plan, nutritional guide and corresponding Muscle Milk products Reward system Data collection Market research
- 22. 2.5 million visitors per month
- 24. 1 million visitors per month
- 25. “My School. My Teams. My World.”* source: statsaholic.com
- 26. THANK YOU!