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Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
Media Plan for Gatorade Strike
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Media Plan for Gatorade Strike

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Advertising Capstone Project. …

Advertising Capstone Project.
Group presentation featuring Gatorade Protein product. Linked the yet to hit mainstream Gatorade product to a UFC sponsorship. UFC offered a readily available target audience, media outlets and markets. Created Gatorade Strike copy. Created youtube UFC Its A Beautiful Life viral ad. Responsible for print, radio, podcasts media plans.

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  • 1. GO ON STRIKE! Gatorade Protein Recovery Shake Sponsoring UFC Vickie Chen, Brian Farneth, Abbey Hayden, Andrew Kim, Phil Wendland, Adam Wood
  • 2. Gatorade <ul><li>Variety of Products </li></ul><ul><li>Targets athletes in numerous sports </li></ul><ul><li>Use of Athlete Endorsements and League Sponsorships </li></ul><ul><li>Strong Advertising Campaigns </li></ul>
  • 3. Gatorade Protein Recovery Shake SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Connected to Gatorade </li></ul><ul><li>Quality product </li></ul><ul><li>Protein Shakes are popular </li></ul><ul><li>Weaknesses </li></ul><ul><li>Lack of awareness/brand resonance </li></ul><ul><li>Lack of advertising </li></ul><ul><li>Unattractive product and name </li></ul><ul><li>Opportunities </li></ul><ul><li>Create awareness </li></ul><ul><li>Create market power </li></ul><ul><li>Sponsorships </li></ul><ul><li>New product </li></ul><ul><li>Threats </li></ul><ul><li>Muscle Milk </li></ul>
  • 4. Target Market <ul><li>Demographics </li></ul><ul><ul><li>Athletes ages 18-30 </li></ul></ul><ul><ul><li>Men </li></ul></ul><ul><li>Psychographics </li></ul><ul><ul><li>Go to the gym </li></ul></ul><ul><ul><li>Replenish their muscle </li></ul></ul><ul><ul><li>Care about what they look like </li></ul></ul><ul><ul><li>Associate themselves with “strength,” “power,” and “fitness” </li></ul></ul><ul><ul><li>Have a passion for sports </li></ul></ul>
  • 5. Ultimate Fighting Championship <ul><li>Largest Mixed Martial Arts promotion in the world </li></ul><ul><li>Best Fighting of it’s kind </li></ul><ul><li>Shown primarily on Spike TV </li></ul><ul><li>Year round fighting </li></ul><ul><li>The Ultimate Fighter Challenge </li></ul>
  • 6. Advertising Strategies <ul><li>UFC </li></ul><ul><ul><li>Passion. Honor. Sportsmanship </li></ul></ul><ul><ul><li>Drew 4.7 million viewers first UFC fight </li></ul></ul><ul><ul><li>Sponsors: Bud Light, Ebay, Harley Davidson </li></ul></ul>
  • 7. Gatorade Protein Recovery Shake <ul><li>No Marketing Campaign </li></ul><ul><ul><li>Doesn’t even appear on Gatorade’s website </li></ul></ul><ul><ul><li>Few people have heard of it- low brand awareness </li></ul></ul><ul><li>Brand Name </li></ul><ul><ul><li>Boring </li></ul></ul><ul><ul><li>Mouthful </li></ul></ul><ul><ul><li>Does describe the product well </li></ul></ul>
  • 8. Presenting Gatorade Strike <ul><li>Repositioned the boring Gatorade Recovery Protein name </li></ul><ul><li>Choose Gatorade Strike </li></ul><ul><ul><li>Embodies Strength and Power </li></ul></ul><ul><ul><li>Fits with UFC Sponsorship </li></ul></ul><ul><ul><li>Memorable </li></ul></ul><ul><ul><li>Improve Brand Awareness </li></ul></ul>
  • 9. “ Go On Strike” <ul><li>Double Meaning of our slogan </li></ul><ul><ul><li>Literally on Gatorade Strike the product </li></ul></ul><ul><ul><ul><li>Are you on Strike? </li></ul></ul></ul><ul><ul><ul><li>Similar to Dr. Scholls- Are you gelling? </li></ul></ul></ul><ul><ul><li>Cause Marketing </li></ul></ul><ul><ul><ul><li>“ Go On Strike” against steroids </li></ul></ul></ul><ul><ul><ul><li>Use a clean way to enhance performance </li></ul></ul></ul>
  • 10. Go On Strike! Campaign <ul><li>Objectives </li></ul><ul><ul><li>Create Awareness of the Product </li></ul></ul><ul><ul><li>Increase Socially Responsible Image by promoting clean exercising habits </li></ul></ul><ul><ul><li>Strengthen Relationship Between Gatorade Strike and UFC </li></ul></ul><ul><ul><li>Produce Revenue </li></ul></ul><ul><ul><li>Increase Market Share </li></ul></ul>
  • 11. Key Features of Marketing Campaign <ul><li>Sponsorship with UFC </li></ul><ul><li>Television Advertising </li></ul><ul><ul><li>National (Spike, Comedy Central, MTV) </li></ul></ul><ul><ul><li>Full-time Local (Las Vegas, Atlantic City) </li></ul></ul><ul><ul><li>Part-time Local (City’s with UFC Fights) </li></ul></ul><ul><li>Webpage </li></ul><ul><ul><li>Sign Online Petition </li></ul></ul><ul><ul><li>View Product Information </li></ul></ul>
  • 12. Key Features Continued… <ul><li>Internet Banner Advertisement </li></ul><ul><li>“ Go On Strike” Posters Inside Gyms </li></ul><ul><li>Information and Sales Kiosks </li></ul><ul><ul><li>At UFC Events </li></ul></ul><ul><ul><li>In Fitness Centers </li></ul></ul><ul><li>Direct Marketing </li></ul><ul><ul><li>“ Go On Strike” Petition </li></ul></ul>
  • 13. Sponsorship <ul><li>Gatorade Strike will sponsor both the UFC and their reality TV show, The Ultimate Fighter </li></ul><ul><li>Strike product launch and “Go on Strike campaign” </li></ul><ul><li>Brand alliance spillover effects </li></ul>
  • 14. Leveraging the Sponsorship Product Placement <ul><li>On the octagon mat </li></ul><ul><li>Ring girl cards </li></ul><ul><li>Octagon corner padding </li></ul><ul><li>“ Gatorade Strike Totals” </li></ul>
  • 15. Leveraging the Sponsorship Commercial Airtime Spokespersons <ul><li>The Ultimate Fighter head coaches </li></ul><ul><li>Matt Hughes & Chuck Liddell </li></ul><ul><li>Teaser advertisements for UFC main events and The Ultimate Fighter episodes </li></ul><ul><li>Premiere episodes and re-airs online via iFilm.com </li></ul><ul><li>Integrated marketing campaign </li></ul>
  • 16.  
  • 17. Media Conglomerate Viacom Incorporated Television Motion Pictures Internet Dreamworks SpikeTV iFilm Cable Paramount BET Comedy Central Nickelodeon MTV Showtime Network CBS <ul><li>Reach, Frequency, Approach </li></ul>
  • 18. Television Strategy and Rationale Location Network Campaign Timeline National SpikeTV Continuous Las Vegas, NV KLAS Continuous Atlantic City, NJ WCBS Continuous National Comedy Central July – December National MTV July – December Anaheim, CA KCBS March - September Sacramento, CA KOVR March - September Los Angeles, CA KCBS March - September Atlanta, GA WGCL June - November Miami, FL WFOR June - November Uncasville, CT WFSB June - November Washington, DC WUSA June - November Houston, TX KHOU October – February New Orleans, LA WWL October - February Columbus, OH WBNS December - April Minneapolis, MN WCCO December - April Chicago, IL WBBM December - April Detroit, MI WWJ December - April
  • 19. Television Media Schedule Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec. National Continuous Cable Networks (SpikeTV) Main Event Regional CBS Affiliates (Atlantic City & Las Vegas) National Cable Networks (Comedy Central & MTV) California Regional CBS Affiliates (Sacramento, Los Angeles, & Anaheim) East Coast Regional CBS Affiliates (Miami, Uncasville, Washington DC, & Atlanta) Deep South Regional CBS Affiliates (New Orleans & Houston) Midwest Regional CBS Affiliates (Chicago, Columbus, Detroit, & Minneapolis)
  • 20. Gatorade STRIKE Commercial <ul><li>http://www.youtube.com/watch?v=BL2GVlMnjEs </li></ul>
  • 21. Local Radio Advertising <ul><li>Local Radio Stations </li></ul><ul><ul><li>UFC Familiar Markets </li></ul></ul><ul><ul><li>Top 40 Stations </li></ul></ul><ul><ul><li>Broadcasts during A.M. & Rush Hour Spots </li></ul></ul><ul><li>15 second spot </li></ul><ul><ul><li>Promoting Gatorade-UFC Partnership </li></ul></ul><ul><ul><li>Promoting upcoming season of The Ultimate Fighter </li></ul></ul><ul><li>Online Podcasts </li></ul><ul><ul><li>MMA Weekly & SHERDOG Beatdown </li></ul></ul><ul><ul><ul><li>MMA focused </li></ul></ul></ul><ul><ul><ul><li>National syndicate </li></ul></ul></ul>Location Top 40 Station Signal/Dist. Las Vegas, NV KLUC 98.5 FM 17.7 mi Chicago, IL WKSC 103.5 FM 3.5 mi Atlanta, GA WWWQ 99.7 FM 4.9 mi Richfield, MN KDWB 101.3 FM 9.6 mi Washington, DC WIHT 99.5 FM 6.0 mi Los Angeles, CA KIIS 102.7 FM 20.2 mi. Atlantic City, NJ WAYV 95.1 FM 1.3 mi Ft. Lauderdale, FL WHYI 100.7 FM 12.5 mi Houston, TX KKHH 95.7 FM 15.0 mi New Orleans, LA WEZB 97.1 FM 4.2 mi Detroit, MI WKQI 95.5 FM 7.7 mi Columbus, OH WNCI 97.9 FM 1.5 mi MMA Weekly Online Podcasts SHERDOG Beatdown Online Podcasts
  • 22. Local Print Advertising <ul><li>Local Newspapers </li></ul><ul><ul><li>UFC Familiar Markets </li></ul></ul><ul><ul><li>Large potential audiences </li></ul></ul><ul><li>STRIKE against Steroid Campaign </li></ul><ul><ul><li>3 Weeks before Ultimate Fighter Season premiere </li></ul></ul><ul><ul><li>1 Week before Main Event </li></ul></ul><ul><ul><li>Week of Main Event </li></ul></ul>Location Newspaper Las Vegas, NV Las Vegas Review Journal Las Vegas Sun Columbus, OH The Columbus Dispatch Chicago, IL Chicago Suns-Times Chicago Tribune Atlanta, GA Atlanta News Atlanta News Daily Minneapolis, MN Star Tribune Sacramento, CA Sacramento Bee Washington, DC The Washington Post The Washington Times Los Angeles, CA Los Angeles Times Atlantic City, NJ Press of Atlantic City Miami, FL Miami Herald Houston, TX Houston Chronicle New York, NY New York Times Detroit, MI Detroit Free Press National USA TODAY
  • 23. Print Advertising <ul><li>Print Magazines </li></ul><ul><ul><li>Specific Markets </li></ul></ul><ul><ul><ul><li>Matches our target demographics </li></ul></ul></ul><ul><ul><li>Longer copy </li></ul></ul><ul><ul><li>Max Return on Investment $s </li></ul></ul><ul><li>MMA Focused </li></ul><ul><li>Fighters Only, Ultimate Grappling </li></ul><ul><li>Men’s Fitness </li></ul><ul><li>Men’s Health, Muscle & Fitness </li></ul><ul><li>Male Specific </li></ul><ul><li>Maxim, Playboy </li></ul>
  • 24. Print Advertising Rates Maxim Rate Card RATE BASE: 2,500,000 4/COLOR/Page OPEN 3X 6X 9X 12X $241,756 $234,504 $227,251 $219,998 $212,745 Muscle & Fitness Rate Card RATE BASE: NA 4/COLOR/Page 1X 3X 6X 9X 12X 18X 24X 36X 48X $44,840 $43,270 $41,120 $40,250 $39,380 $38,380 $37,370 $36,360 $34,975 Men’s Health Rate Card RATE BASE: 1,800,000 4/COLOR/RUN OF BOOK Full Page 2/3 Page 1/2 Page 1/3 Page $169,115 $131,910 $104,855 $72,720 Ultimate Grappling Rate Card RATE BASE: NA 4/COLOR/Page 1x 3x 6x 12x $1,359 $1,289 $1,225 $1,182 Fighters Only , Playboy Rates Not Available
  • 25. Potential Print Advertisements <ul><li>Print Advertisements reflect qualities associated with strength, speed, agility, power = MMA STRIKE </li></ul><ul><ul><li>Promote Gatorade Strike Protein Recovery Drink </li></ul></ul><ul><ul><li>Promote upcoming season of The Ultimate Fighter </li></ul></ul><ul><ul><li>Promote clean strengthening habits = Go on STRIKE against Steroids </li></ul></ul>Example A : B : C :
  • 26.  
  • 27. Webpage Functions <ul><li>Informational Role </li></ul><ul><ul><li>Introduce nutritional facts and benefits of Gatorade Strike </li></ul></ul><ul><ul><li>Leverage UFC sponsorship </li></ul></ul><ul><li>Social Role </li></ul><ul><ul><li>Allow consumers to express themselves by signing the “Go on Strike!” pledge against steroids </li></ul></ul>
  • 28.  
  • 29. Banner Ad Functions <ul><li>Create awareness </li></ul><ul><li>Leverage sponsorship </li></ul><ul><li>Generate hits for Gatorade Strike webpage </li></ul>
  • 30.  
  • 31.  
  • 32.  
  • 33. Media Scenarios and Budget <ul><li>Best Case Scenario </li></ul><ul><ul><li>National TV </li></ul></ul><ul><ul><li>Local TV </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Local Radio/Local Newspapers </li></ul></ul><ul><ul><li>Niche Magazines </li></ul></ul><ul><ul><li>Outdoor Signage </li></ul></ul><ul><ul><li>UFC Sponsorship </li></ul></ul><ul><li>Worst Case Scenario </li></ul><ul><ul><li>National TV </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Local Radio </li></ul></ul><ul><ul><li>Local Newspapers </li></ul></ul><ul><ul><li>UFC Sponsorship </li></ul></ul>Best Case Worst Case
  • 34. IMC Flow Chart
  • 35. THANK YOU

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