Muscle Milk

Topics: Brand, Marketing, Milk Pages: 5 (1680 words) Published: February 18, 2011
Malyndah Gunawan
Abdul afeefy
Shamim akter

Muscle Milk

Father and son; Mike and Greg Pickett, Founded Cytosport Inc. in 1988. The product with good taste targets bodybuilders and athletes. Muscle Milk is not only designed with athletes or body builders in mind, but can be beneficiary to a wide range of individuals seeking to be stronger, healthier, leaner, livelier or bigger. CytoSport just obtained its NSF Good Manufacturing Practices (GMP) for Sport Registration, showing credibility that it does not contain any substances on the banned list recognized by the World Anti-Doping Agency, the National Football League, Major League Baseball, etc. (Bloomberg Business Week, 2008). Unlike other companies, Cytosport condemns the use of performance enhancing drugs, and through its efforts with IOC, NFL, and NCAA, will never include chemicals like steroids amongst their ingredients (article Base 2010). CytoSport, one of the company’s best selling products, Muscle Milk, is designed to provide nutrients that will naturally build up bodily tissue. Muscle Milk has several extension brand, including powder products, pre-blends products and power bars. Muscle Milk RTD (Ready to Drink) which comes in five delicious flavors : Chocolate shake, Vanilla crème shake, Strawberry and crème, Banana crème shake, Chocolate malt. Every bottle contains 25g of premium proteins for sustained energy including, Calcium and Sodium Caseinate, and Milk Protein Isolate (Cytosport 2010). The 14 oz. serving of Muscle Milk is gluten and lactose free and contains precisely 25 grams of protein to sustain energy, carbohydrates and functional fats for energy metabolism, and all essential amino acids in 20 vitamins and minerals. Combining science with performance Muscle Milk allows for rapid muscle growth, high energy, and increased metabolism of fat. The creators of Muscle Milk listen to the needs of their consumers and offer a variety of options for their product, such as Muscle Milk Light, their low calorie blend, or Muscle Milk Naturals which omits the use of artificial sweeteners (all business 2008).

Competitive review, Muscle Milk is currently the leader in RTD protein shakes (Bloomberg Business week 2008). However there is a quickly rising competitor named Isopure, although at the moment it has not yet had as much sales as people who have been in the market for a while they have a formula which provides them with 100% all isolated natural protein (All Business 2008).

In All business week article explains the distribution review, the product can be found at stores such as GNC, 7 Eleven, Costco, Vitamin Shoppe, and Fitness First Gyms. It is also available in several popular online sites such as,, and several others. Partnered with Pepsi Beverages Co. to distribute the RTD line of Muscle Milk and Muscle Milk Light in its territories in the US and Canada.

The strengths of the company are since, Established in 1998 Cytosport has valuable sales experience in performance enhancing market. Our brand name is very well liked and recognized by bodybuilders and partners alike and is already being marketed via sports teams such as the Yahoo cycling team and the Under Armour Football Combines. There are over $200 million in sales within the last accounting period (Article base 2010). It has the financial resources to study the market trends; thereby, plan for the future, train sales personnel and to effectively market the brand.

There are several weakness of our product, Brand recognition, even though Cytosport is an established and renown by the gym population, the general public still doesn’t know of their products. Some people may experience diarrhea, abdominal cramps and nausea after the consumption of Muscle Milk (Livestrong 2010). Some of the opportunities of our product; we are currently proud to be supporting 24 colleges by improving over 125 athletic programs. We do this by...
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