LDNM Muscle
LDNM Muscle is an independent company that aim to help people in fitness transformations that involve protein powders, supplements and a comprehensive range of guides. LDNM was created by two sets of brothers from London in 2013 (LDNM, 2018). The main aim of LDNM muscle is to give affordable, 100% natural and most importantly a vegan range of products. They provide products containing no pro-hormones, steroids, performance enhancing drugs or any products that contain steroids and stimulants which cause negative side effects such as liver problems, severe dehydration and cardiovascular effects (Mangan, 2018).
LDNM website targets people who want to change their physique and are interested in using protein powders and supplements. Market segmentation is the process of splitting customers in a market into different groups or segments (Macdonald & Dunbar, 2012). LDNM muscle is based in London; therefore their customer geographic would be people within the London area. The graphic of consumers is likely to aged 18+ as it is focused on targeting an older market for both male and female. Looking at a product behavioural view, customers will continue to keep purchasing, therefore LDNM has the potential for a high loyalty status (Macdonald & Dunbar, 2012).
Competitor benchmarking is the process of a structured comparison of the different digital marketing approaches of organisations and online services using the capabilities within the areas of conversion retention and growth (Chaffey & Ellis-Chadwick, 2016). One competitor of LDNM muscle is Myprotein have the same product objectives but offers more products for customers to choose from. They have options on their website to narrow down a consumer’s search, with links to vegan, vegetarian, organic, gluten free and diary free products (Myprotein, 2018). Compared to LDNM Muscle website, it doesn’t give as much choice but says their products are simply vegan. Another competitor, Protein World offer online low-calorie recipes and is structured towards a healthy, fun lifestyle (Protein world, 2018). In terms of how aesthetically pleasing they are, all three websites are eye-catching to the consumers. Protein World chose a yellow website which according to Patel (2018) yellow stimulates the brain’s excitement centre and can suggest the business to be ‘fun and friendly’. Watch Neil Patel’s YouTube video on choosing the right colour schemes for your brand identity https://www.youtube.com/watch?v=eXhZJI9Iy5c. This compared to Myprotein’s red website, which expresses bold and youthful (Applied innovations, 2018).
Two possible customer journeys were created using two different personas, which represent a target audience. The first persona is a female student and the second is a 32 years male gym receptionist. Within the Protein website they have a promotional offer which gives 35% off everything. For these two personas having this offer will entice them both to buy as they are on a low income and looking for an affordable product. They also both frequently use social media so LDNM could update their social media and offer influencers to promote their products and use other influences.
Myprotein have influencers on social media promoting their products so they have a higher following and an advantage to sales (Chaffey and Ellis-Chadwick, 2016).
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Using Roberts (2018) template of the customer journey, the table shows the touch points of Persona 1 (Lilly Watts). It shows how Persona 1 found the company and then the journey to purchasing and then passing on feedback of the brand. The important touch point is that when they visited the website there was willingness to purchase a product.
Applied Innovations. (2018). 7 Elements of an Aesthetically Pleasing Website. Available: https://www.appliedi.net/blog/7-elements-of-an-aesthetically-pleasing-website/. Last accessed 3rd December 2018.
Chaffey, D and Ellis-Chadwick, F (2016). Digital Marketing. 6th ed. Harlow: Pearson. p77-93.
LDNM Muscle. (2018). Our story. Available: https://www.ldnmuscle.com/about/. Last accessed 25th November 2018.
Macdonald, M & Dunbar, I (2012). Market Segmentation: How to do it and how to profit from it. 4th ed. New York: John Wiley & Sons. p1-19.
Myprotein. (2018). About us. Available: https://www.myprotein.com/. Last accessed 30th November 2018
Roberts, J. (2018). Mapping your customer journeys across touchpoints: Examples and techniques. Available: https://www.mycustomer.com/experience/engagement/mapping-your-customer-journeys-across-touchpoints-examples-and-techniques. Last accessed 5th December 2018.
Patel, N. (2018). How to Use the Psychology of Colour to Increase Website Conversions. Available: https://neilpatel.com/blog/psychology-of-color-and-conversions/. Last accessed 5th December 2018
Protein World. (2018). About protein world. Available: https://www.proteinworld.com/about. Last accessed 3rd December 2018.
