Final Big Ten Contest Results (Nx Power Lite)

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The document outlines a marketing program from Mike Wedding to leverage the Big Ten Basketball Tournament to increase Gatorade sales. The plan included securing tickets and point-of-sale materials to promote a contest among stores. Top stores increasing Gatorade 8pk sales would win tickets to tournament games. The program resulted in large sales increases for Gatorade products compared to the previous year's tournament period.

Big Ten Tournament and Creator and Project Manager Mike Wedding

Steps on Customized Sports Marketing Program 1. The Idea Leverage the Big Ten Basketball Tournament with the Gatorade Playbook in an effort to drive sales, share, and Inventory on Display with Marsh. Event - Gatorade 8pk Event – 2-10-11 to 3-9-11 Where - Indianapolis/Marsh IRI market - 2. The process RSL- secure ticket assets RSL- Work with Sports Marketing to create event specific POS AM/ RSL – Coordinate event timing and execution 3. The Follow up Engage PWS Cat Man to pull weekly IRI data to show effects of the contest. Put together presentation to show results and communicate to leadership

Gain in-store excitement around: Men’s Big Ten Basketball Tournament March 10th -13th 2011 Championship Game on Sunday the 13th at 3:30pm Semi-Finals on Saturday the 12 th at 1:40pm Quarter Finals on Friday the 11 th at 6:30pm Conseco Fieldhouse Indianapolis In store : Promo Support- 8pk Mods available 2/10 begins 4 weeks of Gatorade 8pks at 2/$10 Must have displays up all 4 weeks

Display contest guidelines: 2-10-11 to 3-9-11 Top 6 Stores to – Increase sales on Gatorade 8pk same time period 2010 will win 2 tickets each to : Stores #1 and #2 Championship Game on Sunday the 13th at 3:30pm Stores #2 and #3 Semi-Finals on Saturday the 12th at 1:40pm Stores #4 and #5 Quarter Finals on Friday the 11th at 6:30pm ALL TICKETS ARE FRONT ROW, HALF COURT!

Event specific POS created Case cards and pole toppers

Gatorade 8pk 3 weeks AD 2/$10 2-10-11 to 3-2-11 Promotional Support

*GATORADE INSTA HOOP BASKETBALL GOAL GATORADE BASKETBALL GOAL DANGLER/POLE TOPPER ,[object Object],[object Object],[object Object],Gatorade Towels *Gatorade Coolers Stores that are receiving 54 case pallet: 1,2,3,14,18,19,20,21,31,33,34,37,38,40,41,44,45,49,52,53,54,56,58,66,75,79,80,83,89,90,93,96,101,104,116,206,303, 307,327

Total Category +28.3% +13.6% Total Gatorade +44.6% +34.4% Total Gatorade 8pk +112.5% +163.2% Sales Results Big Ten Tournament Contest 4 weeks ending 3/7/11 Dollar Sales %ChYa Unit Sales %ChYa Gatorade 20oz 8pk Inv on Disp %ChYa : +637.9% Source: IRI Scanner Data; 4 weeks ending 3/7/11; Marsh Corp RMA Marsh Gatorade share 76.0% +3.3 points ( IRI data Current Year to date (Q) Ending Feb 20 2011)

Marsh #94 Muncie, Indiana Marsh #310 Muncie, Indiana

Marsh #55 Bloomington, Indiana Marsh #54 Bloomington, Indiana

Marsh #331 Muncie, Indiana Marsh #71 Hartford City, Indiana

Marsh #95 Muncie, Indiana Marsh #17 Fishers, Indiana

Marsh #41 82 nd Street Indianapolis, Indiana- 2 displays

A big “Thank You” to the following people for making this event a great success! PepsiCo Warehouse Sales Chris Bethel Tim Wilcoxen Suzanne Meert Serena Watts Victoria Martin-Myers Megan Davis Jim Miller Mike Wedding Advantage Sales & Marketing Derrick Ramsey Pam Ulch Dave Bush Judy Dugger Truly a Team Effort!

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Final Big Ten Contest Results (Nx Power Lite)

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