Marketing Management Individual Project (MMIP)
Price and Deliver Value Offering Assignment
1
Liberty University
Marketing Management Individual Project (MMIP): Price
and Deliver Value Offering Assignment-
1st Phorm
School of Business, Liberty University
Jared Klevens
Q1. Explain the selected pricing strategy (penetration, skimming, competitor-based, etc.)
1st Phorm’s prices are slightly higher than those of most supplement and nutrition brands
on the market, as they are considered a premium brand compared to their competitors.
However, due to the higher quality of their products, which expand beyond the prototypical
gym crowd (Pitchbook, 2025), and the level of services they provide, they can charge premium
prices. To ensure they are maintaining their pricing objectives and achieving the desired results
associated with their strategy, they work towards ensuring their customers' perception is not
Marketing Management Individual Project (MMIP)
Price and Deliver Value Offering Assignment
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altered by a lower-quality product. (Marshell & Johnston, 2023). 1st Phorm closes the gap
between itself and its competitors, offering more variety and a distinct approach to the overall
market through its brand of thinking: “A holistic approach to health, for those who want
wellness beyond just fitness.” (Qudimat, 2024) Among pricing strategies, 1st Phorm aligns with a
competitor-based pricing strategy (Marshall & Johnston, 2023), as they have chosen to price
their products slightly higher than the average market price. With an approach to a holistic path
and a wider variety of products, they have been able to maintain a balanced overall price, which
has helped them remain consistent and profitable.
Q2. Discuss various pricing tactics (product line pricing, captive pricing, price bundling, etc.)
that have or would prove effective in stimulating sales
A combination of reference and prestige pricing are two tactics that can be utilized to
sustain and even stimulate sales. Although the two might contradict each other slightly,
reference pricing is geared more towards price bundling, and prestige pricing is associated with
higher quality and prices than those of a competitor (Marshall & Johnston, 2023). When a
consumer sees a higher-than-average product bundled for sale, the perception is that there will
be a savings involved. Understanding the psychological aspect of this means a customer will
associate the bundle of higher-priced goods as a better deal than purchasing a competitor's
product for a cheaper price. In turn, this maintains the prestige of 1st Phorm's products while
increasing sales, as customers perceive the deal as allowing them to purchase higher-quality
goods at a lower cost; this, in turn, stimulates more sales and growth.
Marketing Management Individual Project (MMIP)
Price and Deliver Value Offering Assignment
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Q3. Explain the channels of distribution (manufacturer to retailer to consumer, etc.) used to
distribute the product/service
To reach the masses and distribute products both domestically and abroad, a
combination of direct channels is being utilized (Marshall & Johnston, 2023). As 1st Phorm
manufactures its own products, it utilizes third-party materials to do so (Our process 2025).
Upon receiving the materials, they move towards manufacturing the product. From here, they
distribute their products via wholesalers, retailers, or a third-party vendor; all of which are
received by the end customer. They combine the use of intermediaries and direct control for
distribution, which enables them to minimize the number of people in the middle; this
approach allows them to reduce the amount of time from manufacturing to delivery. It also
allows their customers to choose from multiple options for delivery and where to make their
purchase from. Q4. Discuss the distribution strategy (intensive, selective, exclusive) relevant
to the product/service.
To take advantage of the market over competitors, utilizing the correct channel for
distribution is key to success. A strong mix of intensive distribution and selective distribution
would be best to ensure maximum exposure and to ensure customers are getting the products
they want. Intensive distribution would help to saturate the market by utilizing outside entities
to help market the brand to a plethora of new customers, as this would allow for product
distribution to go from big-name retailers to small chain convenience centers. (Marshall &
Johnston, 2023) Selective distribution would enable customers to browse more casually and
select the products they want; this setting would be provided by an online shopping experience
or a trip to a selected venue offering a wide variety of products that meet a customer's needs.
Utilizing these two methods helps ensure maximum reach without compromising branding
power and name recognition, maintaining an equal balance between reaching current and
Marketing Management Individual Project (MMIP)
Price and Deliver Value Offering Assignment
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potentially new customers by providing options. (Villarejo-Ramos & Sanchez-Franco, 2005) Q5.
Explain the firm’s use of e-channels, e-retailing, or other non-traditional methods of
distribution.
With electronic commerce being the prime system for consumers in today's market, 1st
Phorm has taken full advantage. They have positioned themselves in such a way that they are
able to promote all their goods and services to a wider range of customers (Marshal & Johnston,
2023). There is a need to avoid falling victim to past mistakes from previous e-market
endeavors, including failing to manage distribution channels effectively, properly managing
sites, and/ensuring the sites are well-run and monitored for traffic as this was the case in the
past. They have built a foundation for success by engaging the customer and meeting their
expectations for service and overall quality. (Andy Frisella, 2025)
References
1st Phorm 2025 Company Profile: Valuation, funding & investors | Pitchbook. pitchbook.com.
(n.d.). https://pitchbook.com/profiles/company/438135-76
[Andy Frisella]. (2025, April 21). Q&AF: Building Foundations Of Success, First 90 Days Of
Business & How To Pivot [Video]. Https://Andyfrisella.com.
https://andyfrisella.com/blogs/realaf-podcast/869
Angel F. Villarejo-Ramos and Manuel J. Sanchez-Franco, “The Impact of Marketing
Communication and Price Promotion on Brand Equity,” Journal of Brand Management
12, no. 6 (August 2005)
Marshall, G. W., & Johnston, M. W. (2023). Marketing management. McGraw-Hill Education,
pp. 297, 324, 328, 331
Our process. 1st Phorm. (n.d.). https://1stphorm.com/pages/our-process
Qudimat, N. (2024, October 19). Transparent Labs vs. 1st phorm: Honest comparison (which
wins?). FitFrek. https://fitfrek.com/transparent-labs-vs-1st-phorm/
Marketing Management Individual Project (MMIP)
Price and Deliver Value Offering Assignment
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