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GATORADE<br />POWDER<br />
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
HERES WHY<br />TELEVISION<br /><ul><li>Beginning of each pulsing cycle
Increase awareness of campaign
Spots promoted online</li></li></ul><li>HERES WHY<br />Magazines<br />
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
11,080,720 Like Gatorade, basketball, football, or soccer
12 times increased message recall over raditionaldisplay advertising
Type-ins increased brand recall 111% </li></ul>VIDEO AD NETWORKS<br /><ul><li>Using to promote video campaign
3 largest networks have over 300M unique visitors - 1/4 being target audience age</li></li></ul><li>Research<br />Competit...
Research<br />Competitive Analysis<br />Strategy<br />Executions<br />SWOT<br />The Challenge<br />Conclusion<br />The Tar...
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Gatorade copy

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G-Unit's final capstone presentation to Gatorade.

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Transcript of "Gatorade copy"

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