2. Gatorade
• Founded in 1965 at the University of
Florida by researchers, Dr. Robert Manufactured by PepsiCo
Cade, Dr. Dana Shires, Dr. H James
Free and Dr. Alejandro de Quesada Demographics:
Athletic men between 18-25
• A sports drink made to replenish the
combination of
water, carbohydrates, and
electrolytes that athletes lost during
rigorous activities
• Today Gatorade can be found on the
sidelines of more than 70
Division/colleges as the official
sports drink of their men’s and
women’s intercollegiate sports
3. oals
• Increase brand
awareness
Proposed budget of $500,00
• Gain new clientele
– Target a more range
of consumers
outside of the 18-25 Twitter
age range Facebook
• Keep current YouTube
Blog
consumers Google
– Create
incentives, discussio
n, while reinforcing Broaden new media and online interaction
why Gatorade is the Twitter, Facebook, Google, YouTube, Forums and
best Blogs
4. Social Media
• Social Networks:
– Facebook
• More fan to company interaction
• Develop more apps
• Create discussion boards
– 90% of consumers trust peer reccomentdations
• Create groups
– Twitter
• Encourage more followers to tweet about why they love Gatorade
• More interaction with followers
– YouTube
• Post videos involving the brand and their athletes along with
videos of people from all over
– Google Page
• Develop page more
• Encourage more people to put Gatorade in their circle
5. Mission Control
• Goal: Take the largest sports brand in the world
and turn it into largest participatory brand in
the world
• Center created to monitor the brand in real-
time across social media
• Room features six big monitors to track the
number of data visualizations and dashboards.
• Tracking terms relating to its brand, including
competitors, as well as its athletes and sports
nutrition-related topics
• Allows their fans increased access to its
athletes and scientists
• Reporting up to 250% increases in engagement
and 15+% decreases in exit rates for specific
pages’ content
6. Branding
Target:
Athletic young men and
women BE LIKE MIKE
Sponsorships with athletes
such as Michael
Jordan, Dwayne
wade, Peyton Manning and
Derek Jeter
Striving to be the best sports
drink for athletes through
hydrating them where water
cannot
7. Blog Your Way To Success: Obey Your
Thirst
• Millions of people are on blogs everyday, can
reach bloggers from all around the world
• Easy way to monitor what people are saying
about you, the market you sell to, your
organization and its products
• Great way to communicate with your consumers
• Blog about interesting stories and get your fans
involved as well
• Create events off line and on along with contests
8. Competition
• Vitamin Water
• Redbull
• Fruit Drinks
Main Competitor:
• Powerade
– Manufactured by Coca-Cola
– Same target audience
– Professional athlete sponsorships with Derrick Rose, Chris Paul, Chris
Johnson and the Olympics
9. Measure of Success
• Mission Control
– Number of fans, tweets, and brand
mentions
• Sales and Net Revenues
• Blog and Discussion Forums
– Number of users and comments
• Google Tools
– Youtube Insight
– Ad Planner
– Keyword Tool
10. Timeline
Winter: Focus on
branding and the Summer: Prime
new year with new time, more people
goals. Promote a are active and in
contest encouraging need of more
fans to achieve their hydration. Create
goals and exercise. sports camps.
Spring: Fall: Beginning of
Conditioning, spring sport seasons.
training. Start Showcase need for
promotions and proper hydration in
contests that follow school athletics
through to the through events on
summer. campus or in high
schools.
