Protein Shake Business Plan

Today, we all live in a fast-pacing world, where everyone around us is constantly on the go. Where you would expect for the digital boom to have made things easier for mankind, the reality appears to be quite different. In a world marked by cut-throat competition and an unsatiable hunger for success, even the thought of taking out time for miniscule, yet often necessary things sounds ludicrous to many. With so much to do in so little time, the world screams convenience. And this is where NutraFit comes in!

NutraFit would be a one of it's kind protein shake to hit the local market. A water based, ready-to-drink chocolate protein shake, NutraFit plans on building its brand equity using "A Healthy Convenience" as its unique selling proposition. NutraFit would not only offer its customers an ease in consumption by eliminating the time wasted in preparing protein shakes, but would also provide them with nutritional protein supplements, hence aiding in muscle repairs after exercise, increasing the body's metabolism and enhancing the energy levels. Moreover, this 200 ml drink, containing a dose of 25 grams of protein, will provide consumers with quality calories, making it a healthy drink substitute for many.

The Protein Shake market is already a huge, tried and tested market in the USA, worth millions of dollars today. The health and fitness trends of Pakistan too have been changing at an increasing rate since the last few years. People are becoming more health conscious and are always on the lookout for products that provide them with essential nutrients without being too time consuming to prepare. As evident from recent trends, brown bread and skimmed milk have been selling at a rate like never before. Moreover, with the recent metamorphosis of our fashion industry, people are becoming very conscious about their bodies. Men in particular have become extremely fitness conscious, resulting in a substantial increase in fitness gyms over the past few years. Since a ready-to-drink protein shake isn't readily available in the market as of yet, many of these fitness buffs willingly spend around 10,000 rupees on protein powders which last them a maximum of 3 months. Not to mention the hassle of making the drink that accompanies such a heavy price tag. In contrast, NutraFit would provide consumers with the same nutritional value, at an affordable price and with the added benefit of being a ready-to-drink beverage. All these product elements, along with the first mover advantage at hand, give sufficient proof that NutraFit has great potential, hence making it a viable product to be introduced in the local market.

Priced at 65 rupees/200ml pack, the NutraFit protein shake would target high income consumers who are prepared to pay a premium price for a healthy protein drink. In terms of demographics, both the female and male population would be targeted. However, the consumers' age group would remain open-ended,