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Mkt 571 Wk 4 Essay

1178 words - 5 pages

Atkins Diet Marketing Plan Part II
MKT / 571
June 11, 2015

Atkins Diet Marketing Plan Part II
Atkins is one of the leading branded retailers and wholesalers of weight management products. The company offers a wide variety of nutrition bars, shakes, snacks and frozen meals for those on a low carb diet plan. . The Atkins Advantage RTD Shakes are canned drinks that are low in calories but full of carbohydrates. As mentioned in part I’s marketing plan, protein shakes were previously advertised to body builders and serious athletes. Today the protein shake sector is booming with waves of protein drinks marketed to ordinary people. It is estimated that the protein shake market will grow to 8 ...view middle of the document...

Organizational Target Markets
The organizational target market is directed to fit consumers in Arizona. Currently marketing to fit consumers because they are already on a weight loss track and need alternative healthy options for keeping their lifestyle on the go. If consumers are already spending money on a trainer, it is more likely they can afford to pay for protein shakes to help with their goals.
Sample Customer Profile
| | |
Gender | Male: 60% | Female: 40% | |
Age | 26-30 10% | 31-40 40% | 41-5540% | 56-6 10% |
Income | 0-30K 10% | 31-40k 20% | 41-50k 3 0% | 51k+ 4 0% |
Figure 1.1

Life Cycle/ Tactical Plans
Atkins consumer market changes year after year. And just as the market changes, so does
their products life cycle. Introduction, growth, maturity and decline are the four stages of a
products life cycle. The company continues to invest in new product development to insure
uninterrupted growth.
1. Introduction – Meals 2. Growth  – Protein Bars 3. Maturity  – 8 RTD Flavors 4. Decline  – Shakes |

Product Atkins Shakes | Price 4ct. is $7.89 |
Place Online Store Factory Satellite stores | Promotion Radio Advertisement Newspaper Ads TV/Internet Promos |


Positioning Statement
An exclusive cup promotion campaign for the Atkins diet shakes will launch on
July 1st and continue through September 30, 2015, leading to increased desire for
healthiness among 30 to 40 year olds. LA Fitness has agreed to offer membership
discounts to those who sign up on their website during this campaign. Their website will include
an advertisement for the entire line of Atkins Diet shakes. Each new fitness member will receive
a free promotional Atkins cup with the purchase of a trial size Atkins diet shake, which will be
included in the discount offer.
Established in Southern California in 1984, LA Fitness has increased its presence by
focusing on promoting good health in innovative ways to more segments of communities.
LA Fitness has over 600 clubs across the United States and Canada and their strong and
successful growth stems from their commitment to understanding and meeting the distinct needs
of each community ("La Fitness", 2015).
The benefits derived from this promotional alliance will complement the Atkins
Diet shake capabilities and resources and lead to higher growth and profits. As a result of this campaign, the Atkins Diet shake will become the most advertised and well known name to members of health clubs. Overall, the benefits of the Atkins...

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