2011 0330 print ad based marketing plan

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2011 0330 print ad based marketing plan

  1. 1. 10-Step Marketing Plan: Jover S. Chavez Marketing Management Ateneo School of Medicine and Public Health 30 March 2011
  2. 2. <ul><li>Print Ad : Gatorade </li></ul><ul><ul><li>Source: Badminton Xtreme ® , </li></ul></ul><ul><ul><li>Jan-Feb 2011 </li></ul></ul>
  3. 3. <ul><li>Gatorade’s Primary Target Market is the Next Generation Athlete </li></ul><ul><li>who wants to always perform at his peak </li></ul><ul><li>who can choose among other sports drinks. </li></ul><ul><li>The gap is the one who can deliver results. </li></ul><ul><li>The sports drink industry is worth about US$ 300 billion worldwide. </li></ul>Part 1 : Primary Target Market and Positioning
  4. 4. <ul><li>Demographics </li></ul><ul><ul><li>the youth </li></ul></ul><ul><ul><li>both male and female </li></ul></ul><ul><ul><li>social class A & B ( with buying power ) </li></ul></ul><ul><li>Lifestyle </li></ul><ul><ul><li>into any </li></ul></ul><ul><ul><li>strenuous </li></ul></ul><ul><ul><li>physical activity </li></ul></ul>Primary Target Market: The Next Generation Athlete
  5. 5. <ul><li>Behavior </li></ul><ul><ul><li>athletes who want to always perform at their peak </li></ul></ul>Primary Target Market: The Next Generation Athlete
  6. 6. Needs, Wants, Expectations replacement fluid & electrolytes carbohydrates a trusted brand of sports drink to remain of top of one’s game
  7. 7. <ul><li>needs </li></ul><ul><ul><li>to replenish fluids & electrolytes lost in sweat </li></ul></ul><ul><ul><li>carbohydrates for energy </li></ul></ul><ul><li>wants Gatorade because </li></ul><ul><ul><li>it is the world’s most researched sports drink </li></ul></ul><ul><ul><li>it is used by the biggest figures in sports </li></ul></ul><ul><li>expects </li></ul><ul><ul><li>to be on top of his or her game always </li></ul></ul>Needs, Wants, Expectations The Next Generation Athlete…
  8. 8. <ul><li>Direct </li></ul><ul><ul><li>other sports drinks </li></ul></ul><ul><li>Indirect </li></ul><ul><ul><li>energy drinks </li></ul></ul><ul><li>Variables </li></ul><ul><ul><li>type, intensity, and duration of activity </li></ul></ul><ul><ul><li>brand </li></ul></ul><ul><ul><li>price </li></ul></ul>Main Competitors
  9. 9. <ul><li>The New Gatorade 1 Hr Pack. </li></ul><ul><li>Keep Winning. </li></ul>Unique Selling Proposition
  10. 10. <ul><li>not indicated in the ad, but… </li></ul><ul><li>The sports drink market is approximately US$ 300 billion in terms of sales worldwide (2005). </li></ul><ul><li>The Asia-Pacific region held a 38% share of global volume in 2005. </li></ul>Market Size
  11. 11. <ul><li>Gatorade works and nothing works better. </li></ul><ul><li>No information about price. </li></ul><ul><li>Uses print and broadcast media, involving the best athletes locally and internationally. </li></ul><ul><li>Available in local retail stores nationwide. </li></ul><ul><li>“ Keep Winning.” </li></ul>Part 2 : Marketing Mix and Strategy
  12. 12. <ul><li>“ Gatorade works and nothing works better.” </li></ul>Product Description
  13. 13. <ul><li>not indicated in the ad </li></ul>Price
  14. 14. <ul><li>Get the best athletes in the planet. </li></ul><ul><ul><li>role models of the youth </li></ul></ul>Promotions
  15. 15. <ul><li>Get local heroes. </li></ul><ul><ul><li>also role models of the youth </li></ul></ul>Promotions
  16. 16. <ul><li>Available in local retail stores nationwide. </li></ul>Place
  17. 17. <ul><li>Keep Winning. </li></ul><ul><ul><li>Gatorade continues to search for and study new and innovative ways to help athletes improve performance by facilitating proper hydration and nutrition….perpetually striving to advance their mission of enabling athletes to always perform at their peak . </li></ul></ul>Generic Winning Strategy
  18. 18. 10-Step Marketing Plan: Jover S. Chavez Marketing Management Ateneo School of Medicine and Public Health 30 March 2011

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