Business Challenges Continue relationships with world class athletes that are great on and off the field Appealing to the everyday person, someone who does not play sports at high levels.
Goals for Gatorade Have effective Marketing that makes Gatorade appealing to the everyday person. Increase presence in social marketing for an increase in overall sales by 8%
Theme Take advantage of social media to appeal to the everyday person on the go. Make it perceived that Gatorade is beneficial for the everyday person.
Key Components Proposal Use Foursquare to give promotions once users have checked in at certain Gatorade locations. These locations would be targeted to everyday people on the go. EX. business related locations that carry Gatorade Products: local gyms, college campuses, gas stations and local businesses
Key Components This will be regulated with a picture to show that you have actually been to this location The idea is to advertise letting the consumer know that Foursquare promotions are available.
Key Components Ad campaign will focus on the everyday consumers
Success Evaluation Use Foursquare to see how many of their users check in at Gatorade sites Compare the money Gatorade spent on the marketing plan and how much the plan brought in
Planned Budget and Timeline Implementing The Plan Three months to get the word out through advertising and blogging -15% of the over all marketing budget Six months to see the beginning of a return on investment One year to judge if the plan has been effective
Dollar Allocation Overall Dollars being allocated would be 15% of the marketing budget. Ads focus on the average person and how Gatorade benefits them. -8% of marketing budget Money going towards blogging -3% of marketing budget Money going towards deal with foursquare -4% of Marketing budget