Marketing Management Individual Project (MMIP)
Develop Value Offering
Product Experience Assignment
1
Liberty University
Marketing Management Individual Project (MMIP):
Develop Value Offering Product Experience Assignment-
1st Phorm
School of Business, Liberty University
Jared Klevens
Q1. Explain the organization's product plan.
Their overall plan is designed to support various health and fitness goals, including weight loss,
muscle building, and general wellness (Our process, 2025). While 1st Phorm does not sell a
specific or singular product, they have created a wide range of products that encompass
multiple areas and demographics. These products can be variations and/or extensions of a
single specific product or entirely different products (Marshall & Johnston, 2023). This is why
they offer a wide range of products, rather than focusing on a single type. For example, they
Marketing Management Individual Project (MMIP)
Develop Value Offering
Product Experience Assignment
2
have an entire line of supplements specifically designed for children. With this line, they focus
on providing children with a balanced diet of healthy nutrients that support their overall growth
(Kiddo series, 2025). By offering different product lines, they have enabled themselves to
expand their market; this has provided them with the insight needed to identify successful
products and effectively market them to the right demographics. 1st Phorm's goal is to reach
people of all ages and assist them with their health and fitness journeys. The products and
services they offer provide clients with the tools needed to begin, stay, and complete their
health and fitness goals and journey.
Q2. Explain the product’s/service’s current life cycle stage (introduction, growth, maturity or
decline). Select one stage to discuss and omit the others.
1st Phorm is now in the growth stage of its life cycle. The company is still expanding and
developing new goods, and profits are increasing at a rapid pace. Andy and Sal Frisella, the
owners and CEO’s of the company, have devised numerous ways to grow the company and
promote its success. He utilizes his Podcast and YouTube channel as two major sources to
share information about 1st Phorm and the growth they are experiencing. In this area of growth,
1st
Phom has expanded into a sub-brand or company named Phorm, which specializes in producing
only energy drinks. Here, they have partnered with the likes of Dana White of the UFC and
Anheuser-Busch. In a market with numerous competitors, Phorm stands out due to its
collaboration between the three companies (Morik, 2025). This, combined with the fact that
both 1st Phorm and Anheuser-Busch are based in St. Louis, makes the local market the perfect
location to launch this new product and continue the company's growth. As the market expands
beyond the Midwest due to the UFC’s worldwide audience, Phorm will continue the path of
success and growth, which in turn will enable 1st Phorm to continue growing as well.
Marketing Management Individual Project (MMIP)
Develop Value Offering
Product Experience Assignment
3
Q3. Discuss viable techniques of building the equity of the brand.
1st Phorm provides its customers with a sense of ownership through its products and services
(Marshall & Johnston, 2023) and has built its brand equity over many years through marketing
and tenacity. Over the last 10 years, 1st Phorm has invested time in making its customers and
competitors aware of the brand. With this, they have conquered one of the biggest hurdles and
have established a strong and loyal base. From this base, they have been able to grow their
brand equity as current customers return and continue to make purchases, while also expanding
their marketing efforts to reach new and potential customers (Marshall & Johnston, 2023). They
have made it easy for their customers to customize the level and or number of products they
would like to purchase; thus, this has provided their customers with limitless options. 1st Phorm
has done its best to ensure it is not mistaken as just another supplement company and has
taken the time to refine its products, marketing, and branding ventures. With all of this
combined, it has built a strong reputation and built its equity to ensure continued success.
Q4. Discuss several branding decisions recently made or appropriate to make.
According to the textbook, firms must make four strategic decisions that are especially
important when promoting their brand: whether to be a stand-alone or family business,
whether to operate domestically, internationally, or as a multinational, and how this choice will
impact their store branding, licensing, and co-branding. (Marshall & Johnston, 2023)
1st Phorm is a stand-alone company and brand. However, recently they have branched out and
used their likeness and part of their name to create a family brand called Phrom Energy. Even
with 1st Phorm's popularity and brand recognition, they still needed to differentiate the two
brands. This was because of two reasons: 1. A partnership was established with the UFC and
Anheuser-Busch to expand their reach and marketability, and 2. Introducing a new product into
Marketing Management Individual Project (MMIP)
Develop Value Offering
Product Experience Assignment
4
a market with many competitors can be challenging; using a family brand helps protect the main
brand from possible failure (Be E-Marketing, 2021).
From a national or store branding perspective, the addition of Phrom Energy to the 1st Phorm
line-up opened the door to a larger consumer base. During every UFC fight, all the brands that
are sponsored or partner with are prominently displayed around and on the ring. With 1st
Phorm partnering with the UFC to build Phorm, their name will be on every major pay-per-view
UFC fight for the next year; this alone expands name and brand recognition beyond the borders
of the
United States and opens the possibility for worldwide name and brand recognition. Now, when
a
UFC fan thinks of an energy drink, they see Phorm. As they search for Phorm Energy, they find
1st Phorm supplements, thus the customer base has grown, all due to brand recognition.
Q5. Discuss organizational efforts at customer satisfaction, loyalty, and retention.
When a purchase is made with 1st Phorm, a process is initiated that provides you with
immediate information about your purchase, including the expected shipping date, and once
the package has been shipped. From here, you will receive daily updates until your package
arrives. Once your package arrives and you open it, you'll find a handwritten note from an
employee or, occasionally, a member of the leadership team, thanking you for your purchase
and inviting you to provide feedback on the product you have selected. Along with the note, you
will also be provided with samples of new products and or samples of products that can be used
with what you purchased. These small steps help ensure that the products meet the customer's
expectations and that you, as a customer, are satisfied. After a few weeks, an email will be sent
from the marketing team, asking about your purchase and requesting an honest review. If there
Marketing Management Individual Project (MMIP)
Develop Value Offering
Product Experience Assignment
5
are issues, they respond extremely quickly and attempt to correct the problem as soon as
possible. If you are happy with the product, they say thank you and sometimes send you a free
gift, or you receive a discount for being a loyal customer. Combining these steps together helps
ensure that people continue to use their products and persuades others to do the same.
References
Be E-Marketing. (2021, June 13). Individual branding or family branding: Which strategy is
best? https://beemk.com/branding-strategies-individual-family
Kiddo series. 1st Phorm. (n.d.). https://1stphorm.com/collections/kiddo-series
Marshall, G. W., & Johnston, M. W. (2023). Marketing management. McGraw-Hill Education,
pp. 228
Marshall, G. W., & Johnston, M. W. (2023). Marketing management. McGraw-Hill Education,
pp. 252
Marshall, G. W., & Johnston, M. W. (2023). Marketing management. McGraw-Hill Education,
pp. 256
Morik, R. (2025, May 28). Dana White, Anheuser-Busch join forces with nutrition brand for
New Energy Drink. Fox Business. https://www.foxbusiness.com/sports/dana-white-
anheuserbusch-join-forces-nutrition-brand-new-energy-drink
Our process. 1st Phorm. (n.d.). https://1stphorm.com/pages/our-process
Marketing Management Individual Project (MMIP)
Develop Value Offering
Product Experience Assignment
6
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