MARKETING PRODUCT NAME : DRNK WHAT THE PRODUCT DOES DRNK is an affordable alternative source of plant based protein made of pea, rice, hemp and Lactobacillus Acidophilus.’DRNK’ contains no sugar, gluten , soy or dairy components compared to mainstream protein powders, disguising it as a healthier alternative to its competition. Through its consumption, consumers will experience toning of the body, building of muscle fibres, improvement of energy storage and muscle replenishment, leading to quicker recovery after a workout, a boost of immunity and gut health as well as an advanced balance of metabolism. This reflects ‘DRNK’s ability to enhance a customer’s wholesome lifestyle and physical appearance. BRAND CHOSEN TO LUNCH PRODUCT UNDER. F45 WHY CHOOSE THIS BRAND The fitness Industry is an immense, thriving, multi-billion dollar global business. F45 is an established bran that promotes lifestyle eating and innovate training practices to better the lives of the Australian community. Cara Waters from the Sydney Morning Herald stated that F45 was ‘ Australia’s fastest growing franchise with480 studios in Australia’’, highlighting the significant growth experienced by F45 from 2013 onwards. As a group, we chose the brand F45 to market our product ‘DRNK’ as we believed the modern-day Australian population, being increasingly concerned with living a healthy lifestyle and looking fir, would be more drawn to purchasing their product and services as they offer dynamic and effective training styles such as CrossFit and high intensity bike classes. WHAT IS THE PROPOSAL MARKET AND WHY WOULD THIS PRODUCT BE OF VALUE TO THEM? Our proposed target market are existing 45 members who train between the hours of 5-9, and go to work immediately or soon after their tanning session. This group of people are the majority of the F45 client base, and are aged in the 20-30 age bracket. These individuals are moderate to high income earners, and are usually very conscious of their nutrition and health. This product is of value to these customers as its proves a healthy, premium and convenient solution to an issue of time and portability. These individuals often struggle to organise a healthy protein based breakfast that can be consumed quickly and easily on their way back to work. DRNK can be consumed on the spot immediately after an F45 workout, so clients do not have to waste time going to a shopping centre on the way back to work. It also resolves issue of packaging waste materials as clients can consume the beverage before leaving the gym. The major value to the target market is the convenience of the product and the nutritional value, TASK (MARKETING MIX POSITIONING): Representing F45, develop a positioning strategy that is clearly stated which reflects where the product is to be positioned upon lunch into the market. (500 words)