The purpose of this assignment is for students to prepare a hypothetical brief to inform the development and marketing of a new recovery drink for athletes.
Lion is a beverage and food company that operates in Australia and New Zealand https://lionco.com/. (Links to an external site.)They are planning to launch a new recovery milk drink to connect with growing interest in women’s sport. The marketing team plans to run marketing programs with women’s AFL, women’s rugby 7’s and netball. The drink will be sold in 600ml Ready To Drink (RTD) units in supermarkets, petrol stations, convenience stores, sporting venues etc. Lion wish to sell this product as widely as possible. Although they will use elite athletes to market the product, the target market is elite and recreational female ‘athletes’ of all ages and abilities. The drink will have a cow’s milk base and currently has the following composition:
per serve (600ml)
CHO Total (g)
Ingredients: filtered milk, coffee flavour, creatine monohydrate, stevia, colour (150d), vegetable gum (carrageenan).
You work as a consultant sports dietitian to the AFL and Lion have negotiated a sponsorship partnership featuring the new recovery drink. They are now finalising the composition and messaging for the product. Lion’s Brand Manager has asked for feedback on the composition of the drink and examples of statements that could be used to market the product.
Write a brief for the Brand Manager commenting on the composition of the product and any suggested changes. Support your recommendations with evidence.
Include 5 evidence-based statements that could be used to promote the product (assuming your changes are adopted) and include some brief supporting explanation and evidence (1-2 paragraphs per statement).
There is no word limit for this report – your response needs to be highly relevant, concise, easy-to-understand but have sufficient detail to be effective.
Some rubric (1)
Some rubric (1)
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