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Gatorade copy

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G-Unit's final capstone presentation to Gatorade.

G-Unit's final capstone presentation to Gatorade.


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Transcript

  • 1. GATORADE
    POWDER
  • 2. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    THE CHALLENGE
    1
    2
    3
    Our campaign will transform
    the way high school athletes view practice,
    whilereinforcing the drink proven to
    close theperformancegap
    Make powder sexy to the high school high-performance athlete
    Over 300 Facebook ad survey responses
    Secondary Research
    10 In-depth Interviews
    Attended Live Practices and Games
  • 3. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    GATORADE SWOT
    Strengths
    • Science and innovation
    • Strong brand name recognition
    • Strong reputation among athletes
    • Own game days
    Weaknesses
    • Cost-prohibitive 3-drink system
    • Large container sometimes awkward to carry around
    Opportunities
    Threats
    • No drink owns practice
    • Product line and services expansion
    • Competition - Powerade/Water
    • Product substitution
  • 4. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    COMPETITIVE ANALYSIS
  • 5. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    RESEARCH
    SECONDARY RESEARCH
    Powdered drinks are piggybacking off boomingenhanced water
    Mintel
    There are 550,000 Google searches for“Gatorade” eachmonth. 9,900 for“Gatorade powder”
    Bevspectrum.com
    During the late 60’s, Gatorade released both powder and RTD forms. The two were neck and neck in sales until Gatorade’s RTD took on a glass form and sales left powder behind
    Deerfield
    Gatorade was first proven in practice to help Florida football boost game time performance
    Bevspectrum.com
  • 6. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    RESEARCH
    THE DISCONNECT
  • 7. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    RESEARCH
    THE DISCONNECT
  • 8. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    RESEARCH
    THE DISCONNECT
    Gatorade is described as “helpful” and
    “beneficial”
    “Practiceis where it all starts”
    80% agree hydration is just as important in practice
    36% don’t bring anything to drink
    to practice
    “I don’t
    bring Gatorade to practice...because I don’t think it’s as
    important”
    92% “drink whatever is
    around” when they get there
  • 9. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    TARGET MARKET
    THE NEXT _________.
    They dream about what it will be like to hitthe game winning shot
    Theyhate practice – love the results
    Practice harder
    Practicemore
  • 10. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    CONSUMER INSIGHTS
    ,
    THE ATHLETE
    Don’t connect the dots that practice preparation = game preparation
    Work longer, harder, and sweat more during practices
    Know practice is essential and the base of everything
    Put game status far before practice
  • 11. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    CONSUMER INSIGHTS
    THE OPPORTUNITY
    Bring Gatorade to the practice – boost your game performance
  • 12. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    CONSUMER INSIGHTS
    THE OPPORTUNITY
    The opportunity exists to capitalize on practice
    “Enter Gatorade powder. Grab a pack, pour it in your water bottle at practice, and you instantly have elevated practice to game status”
  • 13. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    BRAND MODEL
    THE OPPORTUNITY
    Brand Position:
    Why drink Gatorade powder when you get it in a bottle?
    Future Brand:
    Gatorade Powder unlocks your game day potential at practice
    Conceptual Target:
    “Athlete on the Rise”
    Elevate over the competition
    Core Desire:
  • 14. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    BRAND MODEL
    THE OPPORTUNITY
    Role of the Brand:
    Gatorade Powder unlocks game performance at practice
    Gatorade Powder gives high school athletes the same scientific benefits of an RTD in a perfect-for-practice form
    Compelling Truth:
    Selling Idea:
    Gatorade powder is the main ingredient to unlock both practice and game time performance
  • 15. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    STRATEGY
    THE BRENT ANDERSON MODEL
    Athletes think practice is importantbut
    they don’t treat it like a game
    Insight:
    Challenge:
    Elevate practice to game status
    Big Idea:
    Endorse practice as a part of the game
    This is the main ingredient
    Articulation:
  • 16. HERES WHY
    TELEVISION
    • Beginning of each pulsing cycle
    • 17. Increase awareness of campaign
    • 18. Spots promoted online
  • HERES WHY
    Magazines
  • 19. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    EXECUTIONS
  • 20. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    EXECUTIONS
  • 21. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    EXECUTIONS
  • 22. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    EXECUTIONS
  • 23. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    EXECUTIONS
    HERES WHY
    FACEBOOK
    CAPTCHA
    • 56,858,200 users ages 13-18 in the US
    • 24. 11,080,720 Like Gatorade, basketball, football, or soccer
    • 25. 12 times increased message recall over raditionaldisplay advertising
    • 26. Type-ins increased brand recall 111%
    VIDEO AD NETWORKS
    • Using to promote video campaign
    • 27. 3 largest networks have over 300M unique visitors - 1/4 being target audience age
  • Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    EXECUTIONS
    HERES WHY
    MADDEN 2012
    VIDEO GAMES
    “In-game advertising across various EA titles increased household dollars spent on Gatorade by 24 percent”
    -David Kiefaber
    Over 100 million gaming U.S. households
  • 28. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    MEDIA PLAN
    Total Cost: $29,000,000
    3 Flights
    July 2011 – June 2012
  • 29. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    THE CHALLENGE
    1
    Make powder sexy to the high school high-performance athlete
  • 30. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    OUR RESPONSE
  • 31. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    OUR PROMISE
    Our campaign will transform
    the way high school athletes
    view practice,
    whilereinforcing
    the drink proven to
    close theperformancegap:
    GATORADE POWDER
  • 32. Research
    Competitive Analysis
    Strategy
    Executions
    SWOT
    The Challenge
    Conclusion
    The Target Market
    Consumer Insights
    Brand Model
    Media Plan
    Our Team
    THANK YOU
    Spencer ColvinMark HammerMike DaltonJason AllegerJud Kennedy
    Wes CollettNick WibleStephen StewartAri AliusMiriam Blanco

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