Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Print ad product marketing plan-Gatorade

9,192 views

Published on

  • Be the first to comment

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 />

×