Case Study (MGN)

CASE STUDY OVERVIEW

Purpose

The goal of this overview is to provide a general outline of the marketing potential of Military Grade® branded products in the Middle East North Africa (MENA) region, with a core emphasis on potential distribution routes, channels, venues, and target demographics. Note that data has been complied from open source materials, the company's business practice outside the Territory, and should only be used as a reference guide, not a substitute for official country/region-specific- consulting or field work.

Global Trends

Global TrendsSports dietary supplements are used to build muscle and to provide an energy boost. These products typically include performance enhancers, metabolic stimulants, muscle builders, energy formulas and are been limited to bodybuilders and athletes, but this has now expanded to include both recreational users and users from specialized niches, e.g. military etc.

In 2013, the global market for dietary supplement products was valued at $107 billion with sports nutrition estimated to reach a hefty $37.7 billion by 2019. Annual global market growth is expected to continue at 2.2% - 2.6% for the next 10 – 15 years. To be competitive, companies will need to identify new distribution channels and move and scale their business in order to include specialized market niches in addition to conventional retail channels such as health clubs, health stores, on-line shopping, and convenience stores.

Brand Case Studies

Our product brand encompasses three distinct market niches: military/police, sports/fitness, and military/police physical rehab. As our own business practice shows, marketing of our brand in one consumer niche automatically targets all other listed niches. In addition to conventional marketing campaigns, overall sales success of dietary supplement products depends on the availability of established contacts in both the retail and key stakeholder communities, access to which speeds up market entry and stably drives B2C sales.

Brand Positioning

Our product brand establishes an emotional connection with the user by subconsciously signaling to him that the product that he holds is of exceptional equality of his workout experience and significantly improves his overall perception of himself and his body.

Moreover, it allows him to associate himself with ant nation's BEST (i.e. strong and ready to tackle any task head-on) elite military force. This is the key element that allows our brand to strongly stand-out among so-called competition. Additionally, such branding requires less financial commitment from a marketing standpoint.

GALLERY

OVERVIEW

Overview Points:

Global Trends and challenges
Middle East North Africa Market Potential
Brand Perception/Product Positioning
Case Studies
Existing Competition
Distribution Channels / Marketing Routes
Justification issues (for Key Stakeholders)
Product Movement / Approx Revenue Estimates
Median Product-to-Market Entry Timeframe

MENA Market Overview

MENA market reached $142.1 million in dietary supplement sales in 2011 and is expected to increase to $205 million by 2017. As of today, this region's dietary supplement market is growing annually with a forecasted CAGR of 30%.

Target Demographic:

Males 14 through 35 (90% of sales)
Males 35 through 45 (7% of sales)
Males 45 and up (3% of sales)

Military Grade® MENA Region Specific Benefits:

Well-established and instantly recognizable high-quality brand
Delivers stable demand and facilitates stable double digit market growth
Easily targeted to specialized consumer niches (i.e. military/police) in addition to conventional markets
Doping- and Banned-Substance Free as per DoD requirements
Currently field tested by units of six NATO countries
Accessible to suppliers of military coma rations
Cuts marketing costs due to Military Grade® being instantly perceived as the the respected market leader
Trusted product format and results driven formulations
Ideal for high temperature climates
Convenient packaging format both volume- and size-wise