10 Step Marketing Plan (Gatorade)

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10 Step Marketing Plan (Gatorade)

  1. 1. The 10 Step Marketing Plan for Gatorade Belinda Anne Tamayo March 2012 http://beltamayo.blogspot.com
  2. 2. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria‟s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. http://beltamayo.blogspot.com
  3. 3. Steps 1 to 5 5 Steps for Part 1 (PTM and Positioning)1. Gatorade‟s PTM are young adults (18-25) with an “active lifestyle”2. Who always wants to feel refreshed and energized3. Can choose between Powerade, Pocari Sweat, and other energy drinks4. Gap is that the other brands and type of drinks only focus on hydration and providing electrolytes5. The market size of the Sports Drink Industry is USD 7 billion http://beltamayo.blogspot.com
  4. 4. Steps 6 to 10 5 Steps for Part 2 (Marketing Mix and Strategy)6. Sports Drink that increase endurance, sustain energy, break physical limit, and make winners out of athletes7. Gatorade‟s price is higher by 20% compared to Powerade but lower by 8% compared to Pocari Sweat8. Gatorade uses TV Ads, Print Ads, Campaigns, and Sponsorships of sporting events9. Gatorade is distributed worldwide10. Uses niche approach to win http://beltamayo.blogspot.com
  5. 5. 1. The Primary Target Market of Gatorade is: Young Adults aged 18 – 25, social class ABC, single They can be students, just starting their career, or well- established, regardless of status the majority of them believe they are athletic. They grew up idolizing many different sports athletes and teams, which still have an influence. Their attitudes can vary a little, but most of them are competitive, care about sports and enjoy their perspective athletic endeavors. Drinks the 8 fl oz. before, during, or after an activity, demand a thirst quenching drink that can prevent dehydration during the activity http://beltamayo.blogspot.com
  6. 6. 2. Gatorade PTM’s needs, wants & demandsNeeds: The active youth needs to feel healthy and always hydrated. They value the need to always provide liquids in their bodies. They need a drink that could quench their thirst.Wants: The active youth choose Gatorade over other sports drinks because it provides several varieties of flavor that they can choose from. It is easily accessible – it can be found in almost all groceries and mini-stop stores. It has great taste and it is endorsed by several well-known athletes such as Dwight Howard, Vince Carter, Tiger Woods, Mia Hamm, Serena Williams, Michael Jordan, Dwayne Wade, and Misty May-Treanor.Demands: The active youth demands that when they drink Gatorade, they would feel very rehydrated and like the taste. They will be able to stay active and competitive for longer periods of time and will feel very energized. They will stay healthy and active – thus always remain feeling young and athletic. http://beltamayo.blogspot.com
  7. 7. Gatorades PTM’s needs Self-Actualization Needs (Self-Development I am a winner athlete! & Realization) I am active and healthy! Esteem Needs (Recognition, Statu s) I want to be a great athlete just like Jordan or Serena. Social Needs (sense of belonging, love) Safety Needs (security, protection)I need to quench my thirst Physiological needs (food, water, shelter) Reference: Maslow‟s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler http://beltamayo.blogspot.com 7
  8. 8. 3a. Competitors of Gatorade Direct: Powerade, Pocari Sweat Indirect: Energy Drinks (Red Bull, Cobra, Samurai, Bacchus), Isotonic Drinks (100 Plus), Flavored Water (Vitwater), Tea/Flavored Drinks (C2, Real Leaf, Fit n‟ Right, One Tea) Variables: Price, Packaging, Availability, Taste, Lifestyle, B rand, Variants, Health benefits, Occasion of use http://beltamayo.blogspot.com
  9. 9. 3b. Gatorade’s PositioningMap Variety vs. Lifestyle Matrix http://beltamayo.blogspot.com
  10. 10. Gatorade’s Positioning Map Benefit Positioning vs. Brand Matrix http://beltamayo.blogspot.com
  11. 11. 4. Gatorade positions strongly in the marketGatorade is the only sports drink:- That emphasizes on thirst quenching and performance enhancement- Is the only sports drink that provides before, during, and after activity specific series of drinks (G Series)- Promotes credibility of their product through product endorsements of “winner” athletes- For the youth who yearns to be “winning athletes” Powerade is trying to copy the position of Gatorade however Gatorade is more credible through choosing the right mix of celebrity endorsers and through the founded Gatorade Sports Science Institute Most energy drinks just focus on having electrolytes and ions to replenish dehydration http://beltamayo.blogspot.com
  12. 12. 5a. The sports drink industry is estimate at 7 Billion in saleshttp://www.investorplace.com/2011/11/pepsi-gatorade-pep-sports-nutrition-market/ http://beltamayo.blogspot.com
  13. 13. 5b. Gatorade’s sales were estimated to be USD 2.4 billionhttp://www.bevindustry.com/articles/84828-sports-drink-sales-get-into-shape http://beltamayo.blogspot.com
  14. 14. 5b. Gatorade’s Market Share is estimated to be 77.2%http://www.huffingtonpost.com/2009/04/14/pepsi-suing-cocacola-over_n_186709.html http://beltamayo.blogspot.com
  15. 15. Based on company data, theestimated Sports Drink Marketsize is USD 3.1 billion Gatorade‟s sales is USD 2.4 billion The market share of Gatorade is 77.2% Total Sports Drink Industry based on the data given is: USD 2.4 billion/ 0.772 = USD 3.1 billion
  16. 16. 5c. Consumer data of SportsDrink Usage Sports Drink Usage There are around 55 million American who exercise 3 times a week or more and would consumer at least 1 sports drink55 million x 3 x 52 weeks x USD 1.49 (on average) = USD 13 billion http://beltamayo.blogspot.com
  17. 17. 5. The market size of the SportsDrink Industry is USD 7 Billion1. Competitor data= USD 7 Billion2. Company data = USD 3.1 Billion3. Customer Usage data = USD 13 Billion http://beltamayo.blogspot.com
  18. 18. 6a. Gatorade’s Products G FitG Series G Natural G Series Pro http://beltamayo.blogspot.com
  19. 19. 6a. Direct and IndirectCompetitors http://beltamayo.blogspot.com
  20. 20. 6b. What are the attributes of Gatorade? „Gatorade‟ helps to put back lost electrolytes, such as sodium, potassium and chloride. Stimulates thirst so you can maintain hydrated Gives essential fluids athletics need when it matter most. Gives working muscles the energy they need to enhance athletic performance Nothing rehydrates replenishes and refuels an athlete better than Gatorade. http://beltamayo.blogspot.com
  21. 21. 6b. What’s so special about Gatorade? Has a 6% carbohydrate solution, optimal amount to give working muscles the energy they need. New and different series that can cater to your need: G Series, G Series Pro, G Fit, G Natural No other sports drink is absorbed faster than Gatorade. Not even water The new and improved Gatorade has now lower calories http://beltamayo.blogspot.com
  22. 22. 8a. Gatorade uses a varity of marketing communications strategies 41 3 2 http://beltamayo.blogspot.com
  23. 23. 8a. Mass Advertisement (TV Advertisements) http://www.youtube.co http://www.youtuhttp://www.youtube.com/ m/watch?v=n9rXaU8m4 be.com/watch?v=watch?v=18DYXSWZs7Y&li WY&feature=relmfu DwhTYFwfACAst=PL9DBEC92048A517FA&index=1&feature=plpp_video http://www.youtube.co m/watch?v=rElgHdFMn w4&feature=related http://beltamayo.blogspot.com
  24. 24. 8a. Mass Advertisement(Print Ads) http://beltamayo.blogspot.com
  25. 25. 8a. Mass Advertisement (Online)http://www.gatorade.com/default.aspx#home http://www.facebook.com/Gatorade https://twitter.com/#!/gatorade http://beltamayo.blogspot.com
  26. 26. 8a. Sponsorships of Events http://beltamayo.blogspot.com
  27. 27. 8a. Sales Promotion http://beltamayo.blogspot.com
  28. 28. 8a. Public Relations Gatorade Player of the Yearhttp://playeroftheyear.gatorade.com/overview.aspx http://beltamayo.blogspot.com
  29. 29. 8a. Public Relations Beat the Heat Campaignhttp://www.prnewswire.com/news-releases/gatorade-and-nfl-launch-beat-the-heat-campaign-to-educate-athletes-parents-and-coaches-about-heat-related-illnesses-98503789.html http://beltamayo.blogspot.com
  30. 30. 8a. Product Placementshttp://www.youtube.com/watch?v=d62qzgIuIH8&feature=player_embedded#! http://beltamayo.blogspot.com
  31. 31. 8b. Marketing Mix of Gatorade’s Competitorshttp://www.youtube.com/watch http://www.youtube.com/watch?v=TNas?v=_xnZG8JVuss ATOUYLs&feature=related http://beltamayo.blogspot.com
  32. 32. 8b. Print Ads http://beltamayo.blogspot.com
  33. 33. 8b. Online http://beltamayo.blogspot.com
  34. 34. 8b. Events/Contests http://beltamayo.blogspot.com
  35. 35. 9. Gatorade is distributednationwide through Pepsi Co. Groceries, supermarkets (SM Hypermarket, Shopwise, Rustan‟s, S&R) Convenient Stores, Market Stalls Drug Stores, Mini-stops, 7 Eleven, etc. http://beltamayo.blogspot.com
  36. 36. 10. Gatorade wins it! Gatorade‟s main strategy is to dominate the niche market of 18-25 years old who has an active lifestyleGatorade‟s PTM are very well defined therefore their marketing campaigns are very effective. Their use of winning athletes makes their brand very credible to their consumers. It is also easily accessible to their consumers nationwide. http://beltamayo.blogspot.com
  37. 37. SUMMARYhttp://beltamayo.blogspot.com 38
  38. 38. Steps 1 to 5 5 Steps for Part 1 (PTM and Positioning)1. Gatorade‟s PTM are young adults (18-25) with an “active lifestyle”2. Who always wants to feel refreshed and energized3. Can choose between Powerade, Pocari Sweat, and other energy drinks4. Gap is that the other brands and type of drinks only focus on hydration and providing electrolytes5. The market size of the Sports Drink Industry is USD 7 billion http://beltamayo.blogspot.com
  39. 39. Steps 6 to 10 5 Steps for Part 2 (Marketing Mix and Strategy)6. Sports Drink that increase endurance, sustain energy, break physical limit, and make winners out of athletes7. Gatorade‟s price is higher by 20% compared to Powerade but lower by 8% compared to Pocari Sweat8. Gatorade uses TV Ads, Print Ads, Campaigns, and Sponsorships of sporting events9. Gatorade is distributed worldwide10. Uses niche approach to win http://beltamayo.blogspot.com

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