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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=>
  • - John Sicher, Editor of the trade publication Beverage Digest
  • - John Sicher, Editor of the trade publication Beverage Digest

Print ad product marketing plan-Gatorade Print ad product marketing plan-Gatorade Presentation Transcript

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