Gatorade's The Color Run
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A concept marketing plan for a Sports Marketing class assignment proposing that Gatorade sponsor The Color Run. Originally created on January 7, 2015 by Lauren Hamel and contributors, Katie Steck, Lauren Anderson, and Elise Reyes.
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Gatorade's The Color Run
- 1. GATORADE: SPONSORING “THE COLOR RUN” Katie Sailors, Lauren Anderson, Lauren Hamel, Elise Reyes
- 2. Gatorade is sponsoring The Color Run. The Color Run is a 5K race that takes place in over 100 cities throughout the United States, with over 600,000 participants in 2012. Executive Summary
- 3. Overview Current Market Situation Marketing Objectives Market Description Demographics Competitive Review Marketing Mix SWOT Analysis Positioning Product Strategy
- 4. Overview Current Market Situation Marketing Objectives Market Description Demographics Competitive Review Marketing Mix SWOT Analysis Positioning Product Strategy
- 5. Current Marketing Situation YEAR GATORADE WAS ESTABLISHED
- 6. Current Marketing Situation YEARS OF RESEARCH BEHIND GATORADE PRODUCTS
- 7. Current Marketing Situation NUMBER OF SPORTS DRINK BRANDS INTRODUCED IN THE LAST DECADE
- 8. Current Marketing Situation PERCENTAGE OF MARKET SHARE GATORADE POSSESSES
- 9. Current Marketing Situation NUMBER OF MAIN COMPETITORS GATORADE HAS
- 10. Current Marketing Situation NUMBER OF CITIES THAT CURRENTLY HOST THE COLOR RUN
- 11. Current Marketing Situation AGE RANGE OF THE COLOR RUN’S PARTICIPANTS
- 12. Current Marketing Situation AVERAGE NUMBER OF 5KS MOST COLOR RUNNERS HAVE PARTICIPATED IN
- 13. Current Marketing Situation NUMBER OF COLOR RUNNERS IN 2012
- 14. Overview Current Market Situation Marketing Objectives Market Description Demographics Competitive Review Marketing Mix SWOT Analysis Positioning Product Strategy
- 15. Marketing Objectives 1. Introduce Gatorade 2. Offer Runner Giveaways 3. Utilize Event Branding 4. Distribute Products 5. Replace Powders 6. Create a Special Edition Gatorade 7. Utilize Point-of-Purchase Displays 8. Create Special Advertising 9. Contribute a Percentage of Total Sales
- 16. Overview Current Market Situation Marketing Objectives Market Description Demographics Competitive Review Marketing Mix SWOT Analysis Positioning Product Strategy
- 17. Market Description • TOTAL US MARKET: • RECORDED INDUSTRY GROWTH: • PROJECTED INDUSTRY GROWTH (2011- 2016): • GLOBAL MARKET FORECAST:
- 18. Market Description • TOTAL US MARKET: • RECORDED INDUSTRY GROWTH: • PROJECTED INDUSTRY GROWTH (2011- 2016): • GLOBAL MARKET FORECAST:
- 19. Market Description • TOTAL US MARKET: • RECORDED INDUSTRY GROWTH: • PROJECTED INDUSTRY GROWTH (2011- 2016): • GLOBAL MARKET FORECAST:
- 20. Market Description • TOTAL US MARKET: • RECORDED INDUSTRY GROWTH: • PROJECTED INDUSTRY GROWTH (2011- 2016): • GLOBAL MARKET FORECAST:
- 21. Market Description • TOTAL US MARKET: • RECORDED INDUSTRY GROWTH: • PROJECTED INDUSTRY GROWTH (2011- 2016): • GLOBAL MARKET FORECAST:
- 22. Market Description 58% 42% Market Share Energy Drinks Sports Drinks
- 23. Overview Current Market Situation Marketing Objectives Market Description Demographics Competitive Review Marketing Mix SWOT Analysis Positioning Product Strategy
- 24. Demographics • TEENAGERS (13-17) • YOUNG ADULTS (18- 23) • 34% • 1+ / DAY
- 25. Demographics TARGET MARKETS Athletes Runners Sports Fans
- 26. Demographics SPONSORED ATHLETES Michael Jordan Peyton Manning Mia Hamm Dwayne Wade
- 27. Overview Current Market Situation Marketing Objectives Market Description Demographics Competitive Review Marketing Mix SWOT Analysis Positioning Product Strategy
- 28. Competitive Review PowerAde All Sport SoBe Life Water Vitamin Water Accelerade Red Bull Monster Sports Drinks Energy Drinks
- 29. Overview Current Market Situation Marketing Objectives Market Description Demographics Competitive Review Marketing Mix SWOT Analysis Positioning Product Strategy
- 30. Marketing Mix GATORADE THIRST QUENCHER Hydration Electrolytes Vitamins Caffeine-Free Doctor Recommended Energy
- 31. Marketing Mix THE COLOR RUN Special Edition Gatorades
- 32. Marketing Mix THE COLOR RUN Special Edition Gatorades Lemonade
- 33. Marketing Mix THE COLOR RUN Special Edition Gatorades Lemonade Strawberry Lemonade
- 34. Marketing Mix THE COLOR RUN Special Edition Gatorades Lemonade Strawberry Lemonade Caribbean Lemonade
- 35. Marketing Mix THE COLOR RUN Special Edition Gatorades Lemonade Strawberry Lemonade Caribbean Lemonade Mango Lemonade
- 36. Lemonade, Strawberry Lemonade, Caribbean Lemonade, and Mango Lemonade Special Edition Gatorades
- 37. Marketing Mix THE COLOR RUN Special Edition Gatorades Lemonade Strawberry Lemonade Caribbean Lemonade Mango Lemonade Gatorade Powdered Drink Mix
- 38. Marketing Mix Product Price 20oz Bottle $1.29 32oz Bottle $1.59 20oz 8-Pack $5.98 20oz 24-Pack $18.98 51oz Powder Mix (6 gals.) $8.99
- 39. Marketing Mix Point-of-Purchase Displays
- 40. Marketing Mix Point-of-Purchase Displays Broadcast Advertisements CNN ESPN/ESPN2 FOX/FSN ABC
- 41. CNN Broadcast Advertisements 30-Second Commercials AVERAGE 30-SECOND RATE $32,462.00 30-SECOND SPOTS / MONTH 2 30-SECOND SUBTOTAL $64,924.00 60-Second Commercials AVERAGE 60-SECOND RATE $64,924.00 60-SECOND SPOTS / MONTH 2 60-SECOND SUBTOTAL $129,848.00 TOTAL / MONTH $194,772.00 MONTHS / YEAR 12 TOTAL / YEAR $2,337,264.00
- 42. ESPN/ESPN2 Broadcast Advertisements 30-Second Commercials AVERAGE 30-SECOND RATE $31,551.00 30-SECOND SPOTS / MONTH 4 30-SECOND SUBTOTAL $126,204.00 60-Second Commercials AVERAGE 60-SECOND RATE $63,102.00 60-SECOND SPOTS / MONTH 4 60-SECOND SUBTOTAL $252,408.00 TOTAL / MONTH $378,612.00 MONTHS / YEAR 12 TOTAL / YEAR $4,543,344.00
- 43. FOX/FSN Broadcast Advertisements 30-Second Commercials AVERAGE 30-SECOND RATE $97,837.00 30-SECOND SPOTS / MONTH 4 30-SECOND SUBTOTAL $391,348.00 60-Second Commercials AVERAGE 60-SECOND RATE $195,674.00 60-SECOND SPOTS / MONTH 2 60-SECOND SUBTOTAL $391,348.00 TOTAL / MONTH $782,696.00 MONTHS / YEAR 12 TOTAL / YEAR $9,392,352.00
- 44. ABC Broadcast Advertisements 30-Second Commercials AVERAGE 30-SECOND RATE $188,974.00 30-SECOND SPOTS / MONTH 2 30-SECOND SUBTOTAL $377,948.00 60-Second Commercials AVERAGE 60-SECOND RATE $377,948.00 60-SECOND SPOTS / MONTH 1 60-SECOND SUBTOTAL $377,948.00 TOTAL / MONTH $755,896.00 MONTHS / YEAR 12 TOTAL / YEAR $9,070,752.00
- 45. Leveraging “The Color Run” Sponsorship Broadcast Advertisements Television Network Total / Month Total / Year CNN $194,772.00 $2,337,264.00 ESPN/ESPN2 $378,612.00 $4,543,344.00 FOX/FSN $782,696.00 $9,392,352.00 ABC $755,896.00 $9,070,752.00 Grand Total $2,111,976.00 $25,343,712.00
- 46. Sample 30-Second Commercials Broadcast Advertisements Right Now (Rihanna) Don't You Worry Child (Swedish House Mafia) Anything Can Happen (Ellie Goulding) Feel This Moment (Pitbull ft Christina Aguilera) Sweet Nothing (Calvin Harris) Take You Higher (Goodwill & Hook N Sling)
- 47. Sample 60-Second Commercial Broadcast Advertisements O Fortuna (Carl Orff)
- 48. Marketing Mix Point-of-Purchase Displays Broadcast Advertisements Print Advertisements ESPN The Magazine Sports Illustrated Runner’s World Men’s Health Women’s Health
- 49. ESPN The Magazine Print Advertisements Half-Page Advertisements RATE / AD $139,269.00 ADS / YEAR 24 HALF-PAGE SUBTOTAL $3,342,456.00 Full-Page Advertisements RATE / AD $201,839.00 ADS / YEAR 0 FULL-PAGE SUBTOTAL $0.00 TOTAL / YEAR $3,342,456.00 RATE BASE 2,000,000 COST / REACH $1.67
- 50. Sports Illustrated Print Advertisements Half-Page Advertisements RATE / AD $162,700.00 ADS / YEAR 12 HALF-PAGE SUBTOTAL $1,952,400.00 Full-Page Advertisements RATE / AD $238,000.00 ADS / YEAR 0 FULL-PAGE SUBTOTAL $0.00 TOTAL / YEAR $1,952,400.00 RATE BASE 3,150,000 COST / REACH $0.62
- 51. Runner’s World Print Advertisements Half-Page Advertisements RATE / AD $86,515.00 ADS / YEAR 0 HALF-PAGE SUBTOTAL $0.00 Full-Page Advertisements RATE / AD $133,035.00 ADS / YEAR 12 FULL-PAGE SUBTOTAL $1,596,420.00 TOTAL / MONTH $1,596,420.00 RATE BASE 660,000 COST / REACH $2.42
- 52. Women’s Health Print Advertisements Half-Page Advertisements RATE / AD $121,220.00 ADS / YEAR 11 HALF-PAGE SUBTOTAL $1,333,420.00 Full-Page Advertisements RATE / AD $186,490.00 ADS / YEAR 0 FULL-PAGE SUBTOTAL $0.00 TOTAL / YEAR $1,333,420.00 RATE BASE 1,500,000 COST / REACH $0.89
- 53. Men’s Health Print Advertisements Half-Page Advertisements RATE / AD $127,455.00 ADS / YEAR 11 HALF-PAGE SUBTOTAL $1,402,005.00 Full-Page Advertisements RATE / AD $205,570.00 ADS / YEAR 0 FULL-PAGE SUBTOTAL $0.00 TOTAL / YEAR $1,402,005.00 RATE BASE 1,800,000 COST / REACH $0.78
- 54. Leveraging “The Color Run” Sponsorship Print Advertisements Magazine Cost / Reach Total / Year ESPN The Magazine $1.67 $3,342,456.00 Sports Illustrated $0.62 $1,952,400.00 Runner’s World $2.42 $1,596,420.00 Women’s Health $0.89 $1,333,420.00 Men’s Health $0.78 $1,402,005.00 Grand Total $6.38 $9,626,701.00
- 55. Sample Half-Page Advertisement Print Advertisements
- 56. Sample Full-Page Advertisement Print Advertisements
- 57. Marketing Mix The Color Run Events
- 58. Marketing Mix The Color Run Events Retail Outlets
- 59. Marketing Mix The Color Run Events Retail Outlets Superstores Walmart Supercenter Super Target
- 60. Marketing Mix The Color Run Events Retail Outlets Superstores: Warehouse/Club Stores: Sam’s Club Costco BJ’s
- 61. Marketing Mix The Color Run Events Retail Outlets Superstores Warehouse/Club Stores: Grocery Stores Ingles Publix Kroger
- 62. Marketing Mix The Color Run Events Retail Outlets Superstores Warehouse/Club Stores: Grocery Stores Retail/Discount Stores Walmart Target
- 63. Marketing Mix The Color Run Events Retail Outlets Superstores Warehouse/Club Stores: Grocery Stores Retail/Discount Stores Convenience Stores
- 64. Overview Current Market Situation Marketing Objectives Market Description Demographics Competitive Review Marketing Mix SWOT Analysis Positioning Product Strategy
- 65. SWOT Analysis Strengths Weaknesses Opportunities Threats
- 66. SWOT Analysis Strengths Weaknesses Opportunities Threats
- 67. SWOT Analysis Preferred Sports Drink Affirmed by Science Proven Formula Loyal Customers Caffeine-Free Flavor Abundance No Energy Drink Thirst Quenching Flaws Strengths Weaknesses
- 68. SWOT Analysis Strengths Weaknesses Opportunities Threats
- 69. SWOT Analysis Performance Products Vitamin-Based Products Energy Drinks Competitors Economic State Sponsored Athlete Risks Opportunities Threats
- 70. Overview Current Market Situation Marketing Objectives Market Description Demographics Competitive Review Marketing Mix SWOT Analysis Positioning Product Strategy
- 71. Positioning MOST HYDRATING THIRST QUENCHING VERSATILE CONVENIENT PERFORMANCE ENHANCING SOURCE CREDIBILITY EFFECTIVE SPONSORSHIPS
- 72. Positioning MOST HYDRATING THIRST QUENCHING VERSATILE CONVENIENT PERFORMANCE ENHANCING SOURCE CREDIBILITY EFFECTIVE ENDORSEMENTS
- 73. Positioning MOST HYDRATING THIRST QUENCHING VERSATILE CONVENIENT PERFORMANCE ENHANCING SOURCE CREDIBILITY EFFECTIVE ENDORSEMENTS
- 74. Positioning MOST HYDRATING THIRST QUENCHING VERSATILE CONVENIENT PERFORMANCE ENHANCING SOURCE CREDIBILITY EFFECTIVE ENDORSEMENTS
- 75. Positioning MOST HYDRATING THIRST QUENCHING VERSATILE CONVENIENT PERFORMANCE ENHANCING SOURCE CREDIBILITY EFFECTIVE ENDORSEMENTS
- 76. Positioning MOST HYDRATING THIRST QUENCHING VERSATILE CONVENIENT PERFORMANCE ENHANCING SOURCE CREDIBILITY EFFECTIVE ENDORSEMENTS
- 77. Positioning MOST HYDRATING THIRST QUENCHING VERSATILE CONVENIENT PERFORMANCE ENHANCING SOURCE CREDIBILITY EFFECTIVE ENDORSEMENTS
- 78. Positioning MOST HYDRATING THIRST QUENCHING VERSATILE CONVENIENT PERFORMANCE ENHANCING SOURCE CREDIBILITY EFFECTIVE ENDORSEMENTS
- 79. Overview Current Market Situation Marketing Objectives Market Description Demographics Competitive Review Marketing Mix SWOT Analysis Positioning Product Strategy
- 80. Product Strategy Product Giveaways Event Branding Product Distribution Alternative Usages Special Edition Products Leveraging Activities Contribute Sales
- 81. Overview Current Market Situation Marketing Objectives Market Description Demographics Competitive Review Marketing Mix SWOT Analysis Positioning Product Strategy
Editor's Notes
- Go into further detail on the Executive Summary.
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- Introduce Gatorade as the main drink for running hydration. Running and walking is a growing cardiovascular activity. Focus promotion towards the runners, athletes, and fans that participate in The Color Run so they are able to see the improvements in their performance with Gatorade. 2. Offer runner giveaways to contestants of The Color Run via The Color Run website (www.thecolorrun.com), Facebook (www.facebook.com/thecolorrun), and Twitter (www.twitter.com/TheColorRun). 3. Utilize The Color Run’s event-branded trademarks and logos to associate Gatorade products with the sponsorship through advertisements and promotions. 4. Distribute products at the end of every race to every participant of The Color Run. If Gatorade gains exclusivity rights, they can be the sole distributor. 5. Create an edible, electrolyte-filled colorful powder that can substitute for current powder or put to use the current line of drink mix powders that Gatorade is producing. 6. Create a limited-time, special flavor and color combination Gatorade drink specifically designed for The Color Run. 7. Utilize point-of-purchase displays to sell the limited-time Gatorade in surrounding cities of The Color Run race. 8. Create special television and magazine ads for ESPN, Sports Illustrated, and other types of media with The Color Run as the focal point. 9. Gatorade can contribute a percentage of its total sales within each host city from the special-edition Gatorade drinks to The Color Run’s selected charity event.
- Hydration. Gatorade provides quick hydration to anyone participating in an exercise activity. Electrolytes. In Gatorade, the key electrolytes are minerals such as sodium, potassium, and chloride. When athletes sweat, they lose electrolytes that are essential to hydration and muscle function. Unlike water and other beverages that are not scientifically formulated, Gatorade is lab-tested to ensure it helps replenish the electrolytes lost in sweat and stimulates thirst. The thirst stimulation helps athletes to ingest an adequate amount of fluid and electrolytes to stay well hydrated. Vitamins. Gatorade also provides a good source of B vitamins that aid in energy metabolism needed in a daily diet. No Caffeine. Caffeine is not a component of Gatorade products. There is no scientific data that shows caffeine can consistently and safely enhance the performance of athletes in a wide variety of athletic situations. Doctor Recommended. Pediatricians frequently recommend Gatorade to keep children hydrated. Energy. Gatorade provides athletes with the needed carbohydrate energy, unlike highly caffeinated beverages that give off perceived energy.
- In an effort to leverage the sponsorship, Gatorade can come up with a limited-time, special flavor and color combination of Gatorade specifically designed for The Color Run. These special edition Gatorades can then be marketed and sold in and around The Color Run’s host cities.
- The special edition Gatorade label will not be the only The Color Run associated packaging. Gatorade will also produce special edition coolers, powders, water bottles, napkins, cups, and other disposables that can be used at The Color Run events. These special edition Gatorade products will be made available for purchase at The Color Run itself as well as online at Gatorade’s official site.
- The point-of-purchase displays will be located in major Gatorade retail outlets such as superstores (Super Wal-Mart, Super Target), warehouse stores (Sam’s Club, Costco, BJ’s), grocery stores (Ingles, Publix, Kroger), and traditional retail stores (Wal-Mart, Target) alongside the special edition Gatorades. The point-of-purchase displays will be positioned at the end of frequented isles and/or in the middle of high-traffic isles. The display itself will be The Color Run-themed with the official “The Color Run” logo located where it can easily be seen and recognized from a distance. The display will house four shelves of special edition Gatorade products, each shelf assorted by matching cap color.
- Gatorade will use television as the sole form of broadcast media. Television advertising for Gatorade’s The Color Run will begin five months prior to the first actual The Color Run event and, once established, will proceed year-round. Advertising will take place on nationally televised networks, including sports networks as well as well-known news and sitcom networks. For all television networks, advertisements will span over the course of 1 year, or 12 months. Cable advertisements will take place on popular sports networks such as ESPN, ESPN2, and FOX Sports Network as well as on ABC, CNN, and FOX. The targeted reach for each advertisement will be a minimum 25% of the target audience, or 1/4 of the target market. All commercials will be budgeted over the course of 1 year, or 12 months. The cable advertisements will be positioned, for the most part, during prime time hours or late-night television broadcasts when local viewers are most likely to be watching television. Since The Color Run is scheduled to take place in a total of 69 cities over the course of 1 year, Gatorade will focus its cable advertising on national television spots.
- On CNN, Gatorade will buy 4 monthly advertising slots, airing during primetime and late night hours. During primetime hours, Gatorade will utilize 2 30-second spots, and during late-night hours when viewers increase, Gatorade will utilize 2 60-seond spots. The average rate per one 30-second spot on CNN runs at about $32,462.00 year-round, and the average rate per 60-second spot costs approximately double that price at $64,924.00 ($32,462.00*2) year-round. The total approximate cost for 4 30-second spots is $64,924.00 ($32,462.00*2) and, for 4 60-second spots, $129,848.00 ($64,924.00*2). That is, Gatorade will spend a total of approximately $194,772.00 per month, or $2,337,264.00 ($194,772.00*12) per year, advertising on CNN.
- On ESPN and ESPN2, Gatorade will buy a total of 8 monthly advertising slots, 4 on ESPN and 4 on ESPN2, during daytime hours. The average cost for a 30-second rate on these channels runs at $31,551.00, and the average 60-second rate is double that at $63,102.00 ($31,551.00*2). For 4 30-second spots, Gatorade will spend $126,204.00 ($31,551.00*4) and, for 4 60-secon spots, $252,408.00 ($63,102.00*4). At these rates, advertising on ESPN and ESPN2 will cost Gatorade approximately $378,612.00 per month, or $4,543,344.00 ($378,612.00*12) per year.
- On FOX and FOX Sports Network (FSN), Gatorade will purchase a total of 6 monthly advertising slots, 4 30-second spots—2 on each television channel—and 2 60-second spots—1 on each channel. The average cost for a 30-second commercial advertisement on Fox networks runs at $97,837.00 during primetime television year-round, or $195,674.00 ($97,837.00*2) for a 60-second spot. For 4 30-second spots, the total cost will equal $391,348.00 ($97,837.00*4) and, for 2 60-second slots, $391.348.00 ($195,674.00*2). That is, Gatorade will spend approximately $782,696.00 per month, or $9,392,352.00 ($782,696.00*12) per year, advertising on FOX and FSN.
- On the last television network, ABC, Gatorade will use 2 30-second spots, running at an average rate of $188,974.00 each, and 1 60-second spot, running at an average rate of $377,948.00 ($188,974.00*2), during primetime television. For 2 30-second advertisements, Gatorade will spend a total of approximately $377,948.00 ($188,974.00*2) in addition to the $377,948.00 cost for 1 60-second commercial. In other words, Gatorade will spend approximately $755,896.00 per month to advertise on ABC, or a total of $9,070,752.00 ($755,896.00*12) per year.
- For all of The Color Run advertisements on the 6 major television networks (ESPN, ESPN2, FOX, FSN, ABC, and CNN), Gatorade will spend a grand total of approximately $25,343,712.00. This budget includes a total of 12 30-second commercials and 9 60-second commercials each month—that is, 144 (12*12) 30-second advertisements per year and 108 (9*12) 60-second advertisements per year.
- Gatorade will make use of one form of print advertising to promote its sponsorship of The Color Run: magazines. For print advertising, Gatorade will position ads in national sports-related magazines, such as ESPN The Magazine and Sports Illustrated, as well as in niche magazines specifically designed to target runners, such as Runner’s World, and health-and-fitness-related magazines, such as Men’s Health and Women’s Health. All print advertisements will span over the course of 1 year, or 12 months.
- For ESPN The Magazine, 1 ad will be placed in each issue. Since the magazine has 24 issues over the course of a year, a total of 24 ads will be placed in ESPN The Magazine. For ESPN The Magazine, the half page advertisement size will be used. For a half page ad, ESPN The Magazine charges $139,239.00. In other words, Gatorade will spend approximately $3,342,456.00 ($139,239.00*24) on 24 half-page, full color advertisements in ESPN The Magazine. ESPN The Magazine has a rate base of 2,000,000. When considering the cost per person reached, Gatorade will spend approximately $1.67 ($3,342,456.00/2,000,000) per person with ESPN The Magazine.
- For Sports Illustrated, 1 ad will be placed in 1 issue of the magazine per month for a total of 12 advertisements in 12 months. ForSports Illustrated, the half page advertisement size will be used. For a half page ad, Sports Illustrated charges $162,700.00 per advertisement. In other words, Gatorade will spend approximately $1,952,400.00 ($162,700.00*12) on 12 half-page, full color advertisements in Sports Illustrated. Sports Illustrated has a rate base of 3,150,000. When considering the cost per person reached, Gatorade will spend approximately $0.62 ($1,952,400.00/3,150,000) per head with Sports Illustrated.
- The Runner’s World magazine has 12 issues over the course of 1 year—1 issue per month—with a rate base of 660,000. For Runner’s World, Gatorade will utilize each issue of the magazine over a 12-month period, placing 1 full page, color ad in each issue. A full page, color ad in Runner’s World runs for approximately $133,035 per advertisement—that is, approximately $1,596,420 ($133,035*12) for a total of 12 advertisements. In terms of cost per head, Gatorade will be spending $2.42 ($1,596,420/660,000) per person reached.
- Women’s Health produces 11 issues per year with January’s and February’s issues printed in conjunction with one another. Gatorade will utilize all 11 issues of the magazine within a 12 month time period to print 1 half page, color ad in each issue for a total of 11 advertisements in Women’s Health . In Women’s Health, 1 half page, color advertisement runs at a rate of approximately $121,220.00, reaching a rate base of 1,500,000. That is, for Gatorade, a total of approximately $1,333,420.00 ($121,220.00*11), or $0.89 ($1,333,420.00/1,500,000) per head reached, will be spent on advertising in Women’s Health.
- Men’s Health produces 11 issues per year with January’s and February’s issues printed in conjunction with one another. Gatorade will utilize all 11 issues of the magazine within a 12 month time period to print 1 half page, color ad in each issue for a total of 11 advertisements in Men’s Health. In Men’s Health, 1 half page, color advertisement runs at a rate of approximately $127,455.00, reaching a rate base of 1,800,000. That is, for Gatorade, a total of approximately $1,402,005.00 ($127,455.00*11), or $0.78 ($1,402,005.00/1,800,000) per person reached, will be spent on advertising in Men’s Health.
- To sum up Gatorade’s plans to advertise The Color Run in print media, Gatorade will spend approximately $3,342,456.00 on ESPN The Magazine, $1,952,400.00 on Sports Illustrated, $1,596,420 on Runner’s World, $1,333,420.00 on Women’s Health, and $1,402,005.00 on Men’s Health for a grand total of $9,626,701.00.
- Gatorade will focus distribution of its Gatorade products at The Color Run events alongside use of its traditional distribution outlets. Gatorade’s retail outlets include superstores (Walmart Supercenter, Super Target), warehouse and club stores (Sam’s Club, Costco, BJ’s), grocery stores (Ingles, Publix, Kroger), traditional retail and discount stores (Walmart, Target), and convenience stores.
- Gatorade will focus distribution of its Gatorade products at The Color Run events alongside use of its traditional distribution outlets. Gatorade’s retail outlets include superstores (Walmart Supercenter, Super Target), warehouse and club stores (Sam’s Club, Costco, BJ’s), grocery stores (Ingles, Publix, Kroger), traditional retail and discount stores (Walmart, Target), and convenience stores.
- Gatorade will focus distribution of its Gatorade products at The Color Run events alongside use of its traditional distribution outlets. Gatorade’s retail outlets include superstores (Walmart Supercenter, Super Target), warehouse and club stores (Sam’s Club, Costco, BJ’s), grocery stores (Ingles, Publix, Kroger), traditional retail and discount stores (Walmart, Target), and convenience stores.
- Gatorade will focus distribution of its Gatorade products at The Color Run events alongside use of its traditional distribution outlets. Gatorade’s retail outlets include superstores (Walmart Supercenter, Super Target), warehouse and club stores (Sam’s Club, Costco, BJ’s), grocery stores (Ingles, Publix, Kroger), traditional retail and discount stores (Walmart, Target), and convenience stores.
- Gatorade will focus distribution of its Gatorade products at The Color Run events alongside use of its traditional distribution outlets. Gatorade’s retail outlets include superstores (Walmart Supercenter, Super Target), warehouse and club stores (Sam’s Club, Costco, BJ’s), grocery stores (Ingles, Publix, Kroger), traditional retail and discount stores (Walmart, Target), and convenience stores.
- Gatorade will focus distribution of its Gatorade products at The Color Run events alongside use of its traditional distribution outlets. Gatorade’s retail outlets include superstores (Walmart Supercenter, Super Target), warehouse and club stores (Sam’s Club, Costco, BJ’s), grocery stores (Ingles, Publix, Kroger), traditional retail and discount stores (Walmart, Target), and convenience stores.
- Gatorade will focus distribution of its Gatorade products at The Color Run events alongside use of its traditional distribution outlets. Gatorade’s retail outlets include superstores (Walmart Supercenter, Super Target), warehouse and club stores (Sam’s Club, Costco, BJ’s), grocery stores (Ingles, Publix, Kroger), traditional retail and discount stores (Walmart, Target), and convenience stores.
- The first part of the SWOT analysis is the analysis of the internal environment, composed of Gatorade’s strengths and weaknesses.
- Strengths Considered the top choice among athletes. Gatorade is the most common sports drink on the market and is used among most all athletes. When teams buy in bulk to supply to their athletes during practice or a game, the most used drink is Gatorade. Affirmed by science. The evidence of Gatorade’s accuracy is supported by science. Science has been able to explain how Gatorade is We have science to back our product up and are proven to maintain and excel physical performance during competition. Proven to work. Our product is on the field, court, or track of nearly every professional sport, which means that it is proven to work at the highest level if the professionals continue using it. Loyalty. Gatorade has a loyal consumer base, and the product is held in high regard. This gives Gatorade the flexibility to expand their product to the consumers. Caffeine-Free. Unlike other sports and energy drinks, Gatorade does not contain caffeine. It is also doctor recommended. Weaknesses Too much selection. Gatorade has a wide variety of different products so we will not be able to concentrate and be a dominant authority on one particular product. We tend to focus on our newest products. Not an energy drink. Lately, there has been an energy drink crave among the consumers, and Gatorade has yet to come out with an energy drink. The more popular energy drinks get, the less likely consumers will still use our product. Does not always quench your thirst. Because of the amount of sodium in Gatorade, consumers tend to be thirsty after drinking the product. This is when consumers start to choose water over Gatorade.
- The second part of the SWOT analysis is the analysis of the external environment, composed of Gatorade’s opportunities and threats.
- Opportunities Ability to gain new performance products. Since the Gatorade technology is rapidly increasing, they could be able to make new performance products such as protein powders to gain even more endurance and strength. Vitamin-based hydrators. Gatorade could come up with more vitamin-based hydrators besides our newest brand Prime so that they could compete with companies such as Vitamin Water that take some of the target market. Energy drinks. Gatorade could create a product that keeps athletes hydrated and also gives them added energy. This would allow us to have a larger target market and more consumers. Threats Increased competition. More companies are entering the sports drink market that offers many different benefits. As more companies enter the market, they are growing and becoming a greater competitor. Economy. The current economy will take an effect on Gatorade. Many people do not want to pay large amounts at the grocery story and since Gatorade products are some of the most expensive on the market, consumers might stop buying them. Risks from sponsoring athletes. If Gatorade sponsored athletes fall in fame or athletic ability, Gatorade may lose consumers who once looked up to those athletes.
- We are positioning Gatorade as the most hydrating, thirst quenching, versatile and convenient sports drink on the market for personal and professional use at a reasonable price. Sports are Gatorade’s biggest focus, and they brand themselves as the best sports drink for athletes trying to reach their peak. Gatorade has sponsored a variety of athletes and events that are memorable and influential to consumers in the sports arena. By these sponsorships, Gatorade is able to influence consumers to buy their products over competitors. By Gatorade sponsoring The Color Run, they are able to expand into a niche market of athletes, specifically runners. These athletes are trying to prepare for a race, stay hydrated throughout the 5K races, and recover properly after their run. Gatorade is able to help the runners participating in The Color Run through their selection of sports drinks.
- We are positioning Gatorade as the most hydrating, thirst quenching, versatile and convenient sports drink on the market for personal and professional use at a reasonable price. Sports are Gatorade’s biggest focus, and they brand themselves as the best sports drink for athletes trying to reach their peak. Gatorade has sponsored a variety of athletes and events that are memorable and influential to consumers in the sports arena. By these sponsorships, Gatorade is able to influence consumers to buy their products over competitors. By Gatorade sponsoring The Color Run, they are able to expand into a niche market of athletes, specifically runners. These athletes are trying to prepare for a race, stay hydrated throughout the 5K races, and recover properly after their run. Gatorade is able to help the runners participating in The Color Run through their selection of sports drinks.
- We are positioning Gatorade as the most hydrating, thirst quenching, versatile and convenient sports drink on the market for personal and professional use at a reasonable price. Sports are Gatorade’s biggest focus, and they brand themselves as the best sports drink for athletes trying to reach their peak. Gatorade has sponsored a variety of athletes and events that are memorable and influential to consumers in the sports arena. By these sponsorships, Gatorade is able to influence consumers to buy their products over competitors. By Gatorade sponsoring The Color Run, they are able to expand into a niche market of athletes, specifically runners. These athletes are trying to prepare for a race, stay hydrated throughout the 5K races, and recover properly after their run. Gatorade is able to help the runners participating in The Color Run through their selection of sports drinks.
- We are positioning Gatorade as the most hydrating, thirst quenching, versatile and convenient sports drink on the market for personal and professional use at a reasonable price. Sports are Gatorade’s biggest focus, and they brand themselves as the best sports drink for athletes trying to reach their peak. Gatorade has sponsored a variety of athletes and events that are memorable and influential to consumers in the sports arena. By these sponsorships, Gatorade is able to influence consumers to buy their products over competitors. By Gatorade sponsoring The Color Run, they are able to expand into a niche market of athletes, specifically runners. These athletes are trying to prepare for a race, stay hydrated throughout the 5K races, and recover properly after their run. Gatorade is able to help the runners participating in The Color Run through their selection of sports drinks.
- We are positioning Gatorade as the most hydrating, thirst quenching, versatile and convenient sports drink on the market for personal and professional use at a reasonable price. Sports are Gatorade’s biggest focus, and they brand themselves as the best sports drink for athletes trying to reach their peak. Gatorade has sponsored a variety of athletes and events that are memorable and influential to consumers in the sports arena. By these sponsorships, Gatorade is able to influence consumers to buy their products over competitors. By Gatorade sponsoring The Color Run, they are able to expand into a niche market of athletes, specifically runners. These athletes are trying to prepare for a race, stay hydrated throughout the 5K races, and recover properly after their run. Gatorade is able to help the runners participating in The Color Run through their selection of sports drinks.
- We are positioning Gatorade as the most hydrating, thirst quenching, versatile and convenient sports drink on the market for personal and professional use at a reasonable price. Sports are Gatorade’s biggest focus, and they brand themselves as the best sports drink for athletes trying to reach their peak. Gatorade has sponsored a variety of athletes and events that are memorable and influential to consumers in the sports arena. By these sponsorships, Gatorade is able to influence consumers to buy their products over competitors. By Gatorade sponsoring The Color Run, they are able to expand into a niche market of athletes, specifically runners. These athletes are trying to prepare for a race, stay hydrated throughout the 5K races, and recover properly after their run. Gatorade is able to help the runners participating in The Color Run through their selection of sports drinks.
- We are positioning Gatorade as the most hydrating, thirst quenching, versatile and convenient sports drink on the market for personal and professional use at a reasonable price. Gatorade is able to position themselves in the market of sports drinks through source credibility. Sports are Gatorade’s biggest focus, and they brand themselves as the best sports drink for athletes trying to reach their peak. Gatorade has sponsored a variety of athletes and events that are memorable and influential to consumers in the sports arena. By these sponsorships, Gatorade is able to influence consumers to buy their products over competitors. By Gatorade sponsoring The Color Run, they are able to expand into a niche market of athletes, specifically runners. These athletes are trying to prepare for a race, stay hydrated throughout the 5K races, and recover properly after their run. Gatorade is able to help the runners participating in The Color Run through their selection of sports drinks.
- We are positioning Gatorade as the most hydrating, thirst quenching, versatile and convenient sports drink on the market for personal and professional use at a reasonable price. Gatorade is able to position themselves in the market of sports drinks through source credibility. Sports are Gatorade’s biggest focus, and they brand themselves as the best sports drink for athletes trying to reach their peak. Gatorade has sponsored a variety of athletes and events that are memorable and influential to consumers in the sports arena. By these sponsorships, Gatorade is able to influence consumers to buy their products over competitors. By Gatorade sponsoring The Color Run, they are able to expand into a niche market of athletes, specifically runners. These athletes are trying to prepare for a race, stay hydrated throughout the 5K races, and recover properly after their run. Gatorade is able to help the runners participating in The Color Run through their selection of sports drinks.
- Product Giveaways. Participants of The Color Run are updated and offered runner giveaways via The Color Run website (www.thecolorrun.com), Facebook (www.facebook.com/thecolorrun), and Twitter (www.twitter.com/TheColorRun). Gatorade can use these outlets to leverage its sponsorship by giving away special Color Run edition Gatorade products. Event Branding Gatorade can also utilize The Color Run’s event-branded trademarks and logos on product packaging to further associate Gatorade products with its sponsorship of The Color Run. Vice versa, Gatorade logos and trademarks can be placed on The Color Run advertisements and promotions, including flyers, banners, and websites. Product Distribution. At the end of every race, The Color Run offers its participants food, color, and festivities. Gatorade can make use of this time to distribute its products further. Through gaining exclusivity rights, Gatorade can be the sole distributor of beverages, utilizing its bold colored and flavored drinks, offering runners before, during, and after the event. Along with this, Gatorade can provide other branded products such as coolers, cups, and napkins among other things to each event location. Alternative Usages. The color that is used throughout The Color Run comes in a powder form, which is safe to eat though it has a chalky after taste and is high in carbohydrates. In lieu of the traditional powders, Gatorade can either create an edible, electrolyte-filled colorful powder that can be used as a substitute for current powders or put to use its current line of drink mix powders that Gatorade is already producing. The Gatorade-branded powders would not only be a better tasting, low-carb alternative for The Color Run but would also offer current users of the powdered drink mix an alternative use for the Gatorade powder. Special Edition Products In an effort to leverage the sponsorship, Gatorade can come up with a limited-time, special flavor and color combination of Gatorade specifically designed for The Color Run. These special edition Gatorades can then be marketed and sold in and around The Color Run’s host cities. Leveraging Activities. Along with this special edition drink, Gatorade can also utilize point-of-purchase displays; tie in The Color Run’s colors, rules, logos, trademarks, and other related material on Gatorade packaging; create special television ads with The Color Run as the focal point; and advertise in sports-related media such as sports magazines—for example, ESPN and Sports Illustrated—and sports networks—for example, ESPN, ESPN2, and Fox Sports. Gatorade’s advertising efforts can even go as far as to advertise on local TV channels in and around host cities, rather than limiting advertising to sports networks alone. Contribute Sales. To further reinforce the sponsorship, Gatorade could even potentially contribute a percentage of its total sales within each host city from the special-edition Gatorade drinks to The Color Run’s officially selected charity following each event.