University of North Texas

MKTG 4330 - Product Planning & Brand Management

Brand Strategy

Project Brief

I was tasked with collaborating with LMNT, an electrolyte supplement brand transforming the hydration and health empowerment market. We created a full brand analysis and brand activation proposal.

Industry

Brand Management

Strategic
Brand
Management

What
Is LMNT?

LMNT is a health and wellness company specializing in transforming hydration and health empowerment. Their "Salty AF" electrolyte drink powders support optimal hydration for athletes and health-conscious individuals.

View official website

TASK

1

Research

Analyze competitors, the market, the environment, the product life cycle, and Strategic SWOT analysis.

We were given three tasks in order to create a great proposal:

2

Find opportunities for brand improvement

Define their reference market, capture target segments, establish positioning, and find opportunities to move their brand forward using brand activation strategies.

3

Present to company executives

Showcase our findings and potential areas LMNT can improve upon.

RESEARCH

From analyzing over 11 different competitors, to exploring competing product forms, we found two target segments that LMNT would benefit from targeting the most.

1

Fitness Freaks

People work out 6-7 times a week

and get an adequate amount of sleep

2

Nutrient Neccesaries

People whos bodies naturally have a salt defficiency

Target Segments

Brand Improvements

We found three key areas for brand improvement:

1

Brand Presence

With only one product form, LMNT had untouched markets they could dominate. We presented new product forms to penetrate existing markets to increase brand presence in the same product solution category.

2

Information Sharing

Although LMNT had a strong existing brand, visibility was lacking in environments where LMNT would benefit users most. We presented potential sponsorships to target fitness enthusiasts while supporting a good cause. This could take the form of a marathon to support POTS, targeting not only both segments but also bringing positive change and involvement from their brand community.

3

Personalization

LMNT has pre-existing flavors that consumers love. We saw many customers proposing their flavor ideas, with hopes one day the company would create their ideas. We proposed a flavor competition, where consumers' flavor ideas would compete head-to-head to not only build customer involvement but also to make them feel they had a personal impact on the brand.