10 Step Marketing plan<br />By Mariel Angelou A. Parulan | 19 January 2011<br />
      Part I:                        ‘s positioning<br />1 primary target market<br />2 Needs Wants Expectations<br />3 Co...
 Part II:                       ‘s   strategy<br />6 Product<br />7 Price<br />8 Promo<br />9 Place<br />10 Generic winnin...
POSITIONING to the primary target market<br />Part 1: steps 1 to 5<br />
1: The Actives<br />Primary Target Market<br /><ul><li>15-50 years old
Male & Female
Single & Married
Class AB to C</li></ul>Secondary target market<br /><ul><li>Young athletes</li></li></ul><li>1: Go! Go! Go!<br />Lifestyle...
athletes and aspiring athletes
Engages in health-oriented activities:
Gym, sports, running, climbing</li></li></ul><li>1: I am this and MORE!<br />Behavior<br /><ul><li>Hydrates after every wo...
Wants to be at the best shape
Competitive: pushes self to the limit</li></li></ul><li>2: Pushing to the limits to win!<br />I can push myself to the lim...
2: All-in-one for the on-the-go<br />NEEDS<br /><ul><li>I need to be fit for my activities.</li></ul>WANTS<br /><ul><li>I ...
Price
Availability
Health advantages</li></li></ul><li>3:                 ’s competitive positions map<br />Gatorade<br />Taste vs. availabil...
3:                 ’s competitive positions map<br />
3:                 ’s competitive positions map<br />Gatorade’s Unique positioning: Your all in one sports drink that prom...
4: Gatorade positions strongly in a       differentiation market strategy<br />Gatorade is the world’s no. 1, scientifical...
The Heroes winning Formula!<br />Go ahead and step up your workout.<br />           Then do what heroes does.<br />	Drink ...
5:                                   Market size<br />Coca-cola Co.<br /><ul><li>In April 2010, Powerade sales reached</li...
5:           Market size<br />PepsiCo<br /><ul><li>~ 60% of PepsiCo's beverage sales come from its key noncarbonated brand...
In 2010,  Gatorade sales reached up to  </li></ul>$ 2.6 billion<br />(P 116.5 billion)<br />
5:                            drinker’s Market size  <br />Sports drink take up 21.3% of total beverage consumers<br />The...
5: In summary, Market size is..<br />The sports drink category is ~ $7.6 billion industry<br />With $ 654 million sales, t...
Marketing mix strategy<br />Part 2: steps 6 to 10<br />
6:<br />Famous for its flavors:<br /><ul><li>Blue Bolt
Grape
Tropical fruit
Orange Chill
Pink Lemonade
Lemon Lime</li></ul>Available: <br /><ul><li>400 ml
500 ml
1.5 ml</li></li></ul><li>6: The adversaries<br />Direct competitor<br />Indirect competitor<br />In the shelves<br />
Finishing First. Like Heroes do.<br />
6: Perform at your best!<br />Its not just a drink, it’s the complete package!<br />It enhances muscle action… Ensuring ad...
7: Gatorade is 20% premium priced <br />500 mL bottle at P34.60<br />400 mL bottle at P 27.55<br />1.5 mL bottle at P76.40...
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  • Pocariwater, sugar, citric acid, sodium citrate, sodium chloride, potassium chloride, calcium lactate, magnesium carbonate and flavoringsupply to the drinker: all of the nutrients and electrolytes lost when sweating100 plus=&gt;
  • - John Sicher, Editor of the trade publication Beverage Digest
  • - John Sicher, Editor of the trade publication Beverage Digest
  • Print ad product marketing plan-Gatorade

    1. 1. 10 Step Marketing plan<br />By Mariel Angelou A. Parulan | 19 January 2011<br />
    2. 2. Part I: ‘s positioning<br />1 primary target market<br />2 Needs Wants Expectations<br />3 Competitors<br />4 opportunity gap<br />5 market sizes (3 Cs)<br />
    3. 3. Part II: ‘s strategy<br />6 Product<br />7 Price<br />8 Promo<br />9 Place<br />10 Generic winning strategy of mix<br />
    4. 4. POSITIONING to the primary target market<br />Part 1: steps 1 to 5<br />
    5. 5. 1: The Actives<br />Primary Target Market<br /><ul><li>15-50 years old
    6. 6. Male & Female
    7. 7. Single & Married
    8. 8. Class AB to C</li></ul>Secondary target market<br /><ul><li>Young athletes</li></li></ul><li>1: Go! Go! Go!<br />Lifestyle<br /><ul><li>Active & always on-the-go
    9. 9. athletes and aspiring athletes
    10. 10. Engages in health-oriented activities:
    11. 11. Gym, sports, running, climbing</li></li></ul><li>1: I am this and MORE!<br />Behavior<br /><ul><li>Hydrates after every workout
    12. 12. Wants to be at the best shape
    13. 13. Competitive: pushes self to the limit</li></li></ul><li>2: Pushing to the limits to win!<br />I can push myself to the limits<br />Need to be at the best of my game. I need to win!<br />I need to be healthy<br />
    14. 14. 2: All-in-one for the on-the-go<br />NEEDS<br /><ul><li>I need to be fit for my activities.</li></ul>WANTS<br /><ul><li>I want a drink that has everything that my body needs, from warm-up to cool down</li></ul>EXPECTATIONS<br /><ul><li>I expect it to step up my work out and put me at the top.</li></li></ul><li>3: Who am I up against?<br />Direct: Powerade, Lucozade<br />Indirect: mineral water, tap water, C2, Fit n right<br />Variables:<br /><ul><li>Taste options (flavors)
    15. 15. Price
    16. 16. Availability
    17. 17. Health advantages</li></li></ul><li>3: ’s competitive positions map<br />Gatorade<br />Taste vs. availability<br />Pocari<br />Powerade<br />100 Plus<br />Taste and the option you give to your customers is a significant variable in sports drinks because studies say, people tend to drink more of a flavored beverage which helps contribute to the proper hydration needed for an active body<br />Availability on the other hand is naturally important because any customer would always want something that is more convenient and easily accessible<br />
    18. 18. 3: ’s competitive positions map<br />
    19. 19. 3: ’s competitive positions map<br />Gatorade’s Unique positioning: Your all in one sports drink that promises to provide you a hero’s winning formula.<br />
    20. 20. 4: Gatorade positions strongly in a differentiation market strategy<br />Gatorade is the world’s no. 1, scientifically-tested sports drink. Studies show that Gatorade hydrates 90% better than water and 45% better than any other sports beverage.<br />Gatorade not only hydrates but also enhances muscle action, fights fatigue and boosts brain fuel.<br />It is the hero’s winning formula! Science has proven it and athletes recommend it. <br />
    21. 21. The Heroes winning Formula!<br />Go ahead and step up your workout.<br /> Then do what heroes does.<br /> Drink <br />
    22. 22. 5: Market size<br />Coca-cola Co.<br /><ul><li>In April 2010, Powerade sales reached</li></ul>$ 654 million<br /> (P29 billion)<br />
    23. 23. 5: Market size<br />PepsiCo<br /><ul><li>~ 60% of PepsiCo's beverage sales come from its key noncarbonated brand (Gatorade)
    24. 24. In 2010, Gatorade sales reached up to </li></ul>$ 2.6 billion<br />(P 116.5 billion)<br />
    25. 25. 5: drinker’s Market size <br />Sports drink take up 21.3% of total beverage consumers<br />The sports drink category is ~ $7.6 billion industry<br />
    26. 26. 5: In summary, Market size is..<br />The sports drink category is ~ $7.6 billion industry<br />With $ 654 million sales, the primary competitor (Powerade) takes 8.6% of the total market share<br />With $ 2.6 billion sales, GATORADEtakes 34.2%of the total market share<br />
    27. 27. Marketing mix strategy<br />Part 2: steps 6 to 10<br />
    28. 28. 6:<br />Famous for its flavors:<br /><ul><li>Blue Bolt
    29. 29. Grape
    30. 30. Tropical fruit
    31. 31. Orange Chill
    32. 32. Pink Lemonade
    33. 33. Lemon Lime</li></ul>Available: <br /><ul><li>400 ml
    34. 34. 500 ml
    35. 35. 1.5 ml</li></li></ul><li>6: The adversaries<br />Direct competitor<br />Indirect competitor<br />In the shelves<br />
    36. 36. Finishing First. Like Heroes do.<br />
    37. 37. 6: Perform at your best!<br />Its not just a drink, it’s the complete package!<br />It enhances muscle action… Ensuring adequate oxygen and blood to perform at their peak<br />Fights fatigue… with adequate carbohydrates, delaying fatigue and maximizing energy<br />Boosts brain fuel...by preventing low blood sugar to stay mentally at the top of your game<br />Contains sodium to prevent water loss, potassium to improve muscle performance<br />
    38. 38. 7: Gatorade is 20% premium priced <br />500 mL bottle at P34.60<br />400 mL bottle at P 27.55<br />1.5 mL bottle at P76.40<br />GATORADE at 20% premium price<br /><ul><li> Value of the brand (status)
    39. 39. Value of the product itself</li></li></ul><li>8:Making famous<br />Media Advertising<br />Famous athletes<br />
    40. 40. 8:Making famous<br />Print Advertising<br />Every game needs a hero<br />
    41. 41. 8:Making famous<br />Print Advertising<br />Every game needs a hero<br />Woman’s Health Magazine, Aug 2010 issue <br />
    42. 42. 8:Making famous<br />Events & Experiences<br />Events & Experiences<br />The official sports drink of the UAAP<br />
    43. 43. 8:Making famous<br />Online <br />Being the best in their field.<br />
    44. 44. 8:Making famous<br />Online <br />Access made easy with online website<br />
    45. 45. 8:Making famous<br />Tie-ups: <br />
    46. 46. 8: Spying on the competition<br />Advertising:<br /><ul><li>100 plus = “Outdo yourself”
    47. 47. Pocari sweat = “Refreshing replacement”
    48. 48. Powerade = “Keep playing”</li></ul>Online marketing<br /><ul><li>www.powerade.com
    49. 49. www.pocarisweat.com
    50. 50. www.100plus.com</li></ul>Events/experiences<br />Powerade “chosen by FIFA to hydrate 2010 FIFA world cup players”<br />
    51. 51. 8: Spying on the competition<br />Advertising:<br /><ul><li>100 plus = “Outdo yourself”
    52. 52. Pocari sweat = “Refreshing replacement”
    53. 53. Powerade = “Keep playing”</li></ul>Online marketing<br /><ul><li>www.powerade.com
    54. 54. www.pocarisweat.com
    55. 55. www.100plus.com</li></ul>Events/experiences<br />Powerade “chosen by FIFA to hydrate 2010 FIFA world cup players”<br />
    56. 56. 8: Spying on the competition<br />Advertising<br /><ul><li>100 plus = “Outdo yourself”
    57. 57. Pocari sweat = “Refreshing replacement”
    58. 58. Powerade = “Keep playing”</li></ul>Online marketing<br /><ul><li>www.powerade.com
    59. 59. www.pocarisweat.com
    60. 60. www.100plus.com</li></ul>Events/experiences<br />Powerade “chosen by FIFA to hydrate 2010 FIFA world cup players”<br />
    61. 61. 9: The Dug-outs<br />In all leading groceries, supermarkets and convenient stores nationwide<br />Supermarkets (SM hypermarket, Shopwise, Rustan’s)<br />Mercury drug stores, Mini-stops, 7 Eleven, etc.<br />
    62. 62. 10: Generic winning strategy<br />Well-differentiated target population<br />Getting the best image models<br />Use of science to emphasize the company’s expertise on the product<br />“For a better workout, exercise proper hydration with the world’s no. 1 sports drink. Gatorade.”<br />
    63. 63. 10 Step Marketing plan<br />By Mariel Angelou A. Parulan | 19 January 2011<br />
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