Within this case, there are three broad target segments introduced, including athletes, coaches and trainers. The coaches and trainers are listed as segments that have a major influence on the purchase decision of athletes buying Muscle-RDX. The athletes were divided between two types: runners and cyclists. These three categories are generalized to high-endurance athlete as the chosen customer segment. They were chosen as the major segment because the product will be most inuencing them and improving their performances, rather than the trainers and coaches (Figure 2). There are 348,000 runners and 19,150 cyclists to make a total of 367,150 high-endurance athletes. These athletes will be accessible within their events between the three tier cities in India (Figure 3). Muscle-RDX will be promoting to the events participated in by the runners and cyclists to introduce the product. Since this is the beginning of a new products life cycle, not all athletes tmderstand the benefits of it. However, once they do, the product will