New Media Driver’s License
! Gatorade currently markets heavily using sponsorship and
! Gatorade needs to add some different marketing techniques
using various forms of Social Media.
! This will help Gatorade gain new customers and retain the
ones they already have; which account for 95% of sales.
! The new marketing campaign will focus on a Digital
! Gatorade will use Facebook, Instagram, Twitter, and various
other social media sites.
! The majority of the campaign will focus on social media
users (of all ages) and also point focus towards the elderly,
who are not avid Gatorade consumers.
! Gatorade is trying to get people of all ages to consume their
! If everyone who plays sports or watches sporting events
enjoys their product and purchases their product, then they
have successfully marketed their product.
! To do this, Gatorade needs to focus a lot of their marketing
efforts on everyone; from kids to elders.
Tactics & Tools
! Gatorade will begin by creating things they do not already
have.(i.e. Clothing line that emphasizes being active and
! Gatorade could produce new lines of their product that focus
on different markets. (i.e. Elderly hydration, child hydration,
more nutrient filled beverages)
! Gatorade could expand their current marketing efforts into
! For example, since they already sponsor sporting events, search
for bigger and newer events to sponsor.
! Gatorade will want to continue promoting their product on television
because this form of communication has given them great success in past
! Gatorade will also want to continue sponsoring sporting events. This has
given much attention to the brand and will continue to do so over the
Digital Marketing Plan
! Using Twitter to tweet about certain deals or new products will help spread the
word to millions due to Twitters high traffic rate. Millions of potential
customers use Twitter daily and this will increase brand awareness.
! Using Facebook to run competitions, contests, and help give more information
about products is key because of how many people use Facebook on a daily
basis. It will reach millions of people very quickly, and has the ability to give
information about the product right on the spot.
! Creating YouTube videos that link to all forms of social media (Instagram,
Facebook and Twitter) will help spread the word throughout the YouTube
world and will draw attention. Cool videos will also draw attention to the
brand. Inspirational videos and exercise videos will get people motivated.
Digital Marketing Plan
! Gatorade can market through Instagram, which will help people get visual ideas of
what is going on in the Gatorade world. Videos and Pictures showing people results
of dedication, and product placement will help draw attention to the brand.
! Creating a Blog site that will have all sorts of different information regarding the
product and things it sponsors. For example:
! Have people write guest blog posts that have different topics about sports, exercise,
! Have all social media sites link to this blog to get full connection between the various social
! PepsiCo spends roughly $100 million per year marketing the
! Of this $100 million, about $80-$85 million is used on
television ads, sponsoring sporting events, and magazine
! To change this, PepsiCo will now put $25-35 million of their
marketing budget towards the new digital plan.
! The $20-$30 million dollar increase in marketing through
social media will increase brand awareness on the internet
and change how people are seeing the advertisements.
Key Performance Indicators
! Creating surveys that can be accessed through social media
sites will increase survey response and give Gatorade a better
idea of how their marketing campaign is working.
! These surveys will give the brand good information about
who is buying their product, and what they can do to modify
the campaign for improvement.
! These surveys will give Gatorade insight on if they are
achieving 0 defects, full consumer satisfaction, and possible
areas of improvement.
Gatorade – Is it in You?
Gatorade Current Advertisement