Muscle Pharm Corporation (MSLPQ)

[TheExpertHimself]

In a way you have a point and in a way you don't!

Muscletech, Optimum Nutrition got much more of a foot holding at GNC than Musclepharm, that recently has gotten a little more space.

MuscleTech got different brands for different channels...with MuscleTech for those that shop at GNC and care a lot about the customer service and quality of the product...and with Six Star brand for those that care less and shop at CVS, Walmart etc.

Optimum Nutrition doesn't really have much of any sophisticated brand strategy, having different brands in the same channels...but with slightly different strengths in different product categories.


Musclepharm got some sort of brand extension strategy...with an Arnold line for Walmart, Sam's Club and Winn-Dixie....but also at GNC, vitamin shoppe, bodybuilding.com though much wider product selection. The Musclepharm line is primarily sold through specialty retail, with the exception of MP Combat at Costco. Costco is somehow a high end wholesales store that carries many skus supermarkets typically wouldn't carry.

To me this works and it most likely wouldn't make any marketing savvy person frown their nose...it's okay! Arnold can sell everywhere, he is a very likable idol to many.

I don't really understand much of Glanbia strategy....Post Holdings seem to have it more together, building strong consumer brands in each of the different categories...with Dymatize for protein powder, Fiber One for protein bars and Premier Protein for protein RTD