Power 4ward

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This was a presentation done by my classmates and I for Communcations 462: Persuasive Communication in the Ross School of Business at The University of Michigan

The assignment was to analyze a current company and creatively reposition their marketing and creative tactics.

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Power 4ward

  1. 1. Agenda Introduction Situation Analysis Consumer Insights Problems & Opportunities New MarComm Strategy
  2. 2. Introduction Powerade is far behind category leader Reinvigorate Powerade's Image Powerful product calls for powerful marketing! Overcome heart loyalty to Gatorade Elicit unwavering brand loyalty through the minds and hearts of consumers “Find the 4th" competition campaign Big Idea: POWER4WARD
  3. 3. Situation Analysis Introduction Situation Analysis Consumer Insights Problems & Opportunities New MarComm Strategy Company Analysis Consumer Analysis Product Analysis Competitive Analysis
  4. 4. 2010 Sales Growth Sports Drink Category Powerade Gatorade 11% 28% 6%
  5. 5. Total Sales $638 $681 $856 $688 $3,030 $2,710 $2,860 $2,152 $0 $500 $1,000 $1,500 $2,000 $2,500 $3,000 $3,500 2008 2009 2010 2011 Millions Powerade Gatorade
  6. 6. Sports drink still in the GROWTH stage of product life cycle Mintel projects the market for sports drinks to grow by 52% from 2013-2017
  7. 7. Company Analysis Skills and Resources • Coca-Cola System o Strong bottling partnership o Coca-Cola provides expertise and resources to strengthen partnership • Sustainability o PlantBottle o Reduce water stress
  8. 8. Consumer Analysis Male, 18-24 Athletic Sweet Tooth 4.48-4.63 glasses per day On the run
  9. 9. Consumer Analysis Energy Boosting Vitamins Minerals Electrolytes Protein
  10. 10. Product Analysis
  11. 11. Competitive Analysis Functional Drinks Energy Drinks 83% Sports Drinks 11% Nutraceutical Drinks 6% Gatorade 76% Powerade 23% Other 1%
  12. 12. Fruit & Vegetable Ready-To-Drink Soft Juice/Smoothies Tea Drinks Sports Energy Functional Cocunut Bottled Drinks Drinks Water Water Water Competitive Analysis
  13. 13. Consumer Insights Introduction Situation Analysis Consumer Insights Problems & Opportunities New MarComm Strategy Survey Focus Group
  14. 14. Consumer Insights • Participants mainly aged 18-22 • 35% male • 28% on a collegiate sports team • 50% exercise between 2-5 times a week 72% 28%
  15. 15. Consumer Insights: Survey • 65% disagreed that they only drink sports drinks while participating in athletic activities • Important factors: taste, nutritional value • Gatorade: higher mean response for taste, trendiness, replenishment, nutrition, flavor variety 2/3 disagreed that they like powerade better than other sports drinks 1 (TERRIBLE) 5 (SUPERIOR)
  16. 16. Consumer Insights: Focus Group • 10 participants total o 4 U of M athletes • Ages 19-23 • Techniques o Blind taste test o Open-ended questions o Guided discussion o Word associations
  17. 17. Focus Group Key Findings Common belief Gatorade has more electrolytes Gatorade word associations "Champion," "success," "#1" Powerade word associations "Lame," "inferior," "second-tier," "underdog" Gatorade vs. Powerade Familiarity, trust, brand loyalty Unaware of Powerade's advertising
  18. 18. Problems and Opportunities Introduction Situation Analysis Consumer Insights Problems & Opportunities New MarComm Strategy SWOT Positioning Objectives
  19. 19. Positioning With its unique ION4 formula, we are positioning Powerade as the more powerful and nutritious sports drink for a generation of young, determined individuals who desire a competitive edge in every aspect of life.
  20. 20. Objectives 1. Increase Powerade’s market share in the sports drink category by 7% among our target consumers, Americans ages 13-24, from February 1, 2014 to February 1, 2015. 2. Increase the Powerade brand association as the most nutritional sports drink (i.e., four-electrolyte formula) by 18% among Americans ages 13-24 from February 1, 2014 to February 1, 2015.
  21. 21. New Marketing Communications Strategy Introduction Situation Analysis Consumer Insights Problems & Opportunities New MarComm Strategy Advertising Strategy o Creative o Media Creative Sales Promotion Other Marcomms Evaluation
  22. 22. Creative Strategy OBJECTIVE Differentiate Powerade ION4 from the competition by highlighting its unique 4-electrolyte formula STRATEGY Make “4” resonate Bring the electrolytes to life Memorable and consistent visual branding: new logo & slogan
  23. 23. Target Market
  24. 24. Media Strategy • Seamlessly connect "Power 4ward" message across touch points • Media mix: TV, Internet, social media, special events/sponsorships • Timing o TV: pulsing o Social media: continuous • Reach & Frequency: reach 40% of target, males and females ages 13-24, 2+ times each week over 12 months
  25. 25. • Creative impact & positive reactions • Kickstart "Power 4ward" campaign and solidify new Powerade image • Emphasize "Find the 4th" contest • Capitalize on commercials using Hulu • Network and cable programs, sports content Television
  26. 26. Commercial Storyboards
  27. 27. Example Commercial: “Gabby as Magnesium”
  28. 28. Digital • Facebook, Twitter, Instagram • Basis of "Find the 4th" • Reinforce TV advertising, special events & sponsorships • Goals o Increase number of follows and user engagement o Improve appearance & cohesiveness of content o Emphasize new logo and slogan/hashtag
  29. 29. Sales Promotion
  30. 30. Other Marketing Communications • Public Relations o Sponsoring events o Press releases/media alerts o Press conferences • Cause-Related Marketing o Involvement with low-income schools o Special Olympics • Internet o Blogs o Powerade website  Visual branding  ION4 athlete bios  Lebron James and Derrick Rose bios
  31. 31. Sample Media Alert
  32. 32. Budget Total Budget: $12,483,770 2012 Budget: $9,602.9MM Objective 1: Market share from 23% to 30% equates to sales increase of 30% assuming market size stays consistent.
  33. 33. Media Flow Chart
  34. 34. Evaluation • Sales/Market Share o Concurrent testing: sales during campaign o Post-testing: overall market share (7% increase) • Advertising o Tracking studies: attitudes, communication playback o Post-testing: communications effects  Recall, attitudes, perceptions
  35. 35. We hope you’ve all been inspired to…

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