Target MarketAll Max Whey Protein's primary target market is people aged 18 and over. Contrary to popular belief that only bodybuilders and athletes consume whey protein, children, men, women or anyone looking for an easy way to increase protein in their diet can benefit from it. This brand of whey is "relatively" cheaper and caters to people from all social classes as a 2.2lb tub costs around R1500 which is at least 12% cheaper than other competing brands in the market . The 4 Ps The marketing mix of All Max Whey Protein is made up of four Ps namely Product, Price, Place and Promotion. The evaluation of the 4 Ps is carried out on the basis of the characteristics of the product, the taste and preferences of consumers, the research and development carried out by the company regarding the product, its outlets, etc.1) PRODUCT Brand name: Being launched by 'All Max Nutrition', a very reputed and established global company, the brand of 'All Max Whey' has very easily earned a great position in the market. Its brand has been immensely popular across the world for the last 12 years. Quality: All Max Whey is manufactured in a government-controlled facility of National Science Foundation, CGMP registered and Grade 'A' certified which ensures the quality and l product integrity. Every ingredient added and every batch produced is independently lab tested for purity and efficacy, ensuring consistent quality every time. Safety: Hazard information has been mentioned very clearly on the container. A separate 'Allergy Warning' has also been detailed along with elaborate nutritional information Packaging: Al...... half of paper ......can still be offered by all types of consumers. All Max Whey has a wide distribution channel. It makes its products available even in remote areas. In my opinion the marketing technique adopted by All Max Whey is quite spot on. It aims to achieve high profits, but also prioritizes customer satisfaction. It aspires to become a global leader in the nutrition industry and to be every customer's first choice. It has many competitive advantages and, therefore, touches high profits. Thanks to the appropriate marketing mix model adopted by All Max Nutrition, it has become a leading company in the whey protein market. BIBLIOGRAPHY1) http://www.valuebasedmanagement.net/methods_marketing_mix.html2) http://www.allmaxnutrition. com/products-type/allwhey/3) Strategic Marketing Management - by David A. Aaker