Having sponsored several major sporting events over the past year, including the NBA playoffs, the team behind the Gatorade sports drink needed to reaffirm that their strategy of targeting competitive athletes at sports events was an effective route to reach the general market. In order to respond at research questions, Snapshot tool deployed by Added Value and Zappistore is presented. Check out, how they used this tool to take strategic decisions. If you want to learn more about this case study, check this article: http://goo.gl/MPIrHw More information on the product : https://www.zappistore.com

1. Lauryl Schraedly
Marketing Director, Consumer Insights &
Strategy at PepsiCo - Gatorade
Jeff Powell
Executive Vice President
Added Value
Ryan Barry
Senior Vice President
Zappistore North America

2. Reaffirm that our strategy of
targeting competitive athletes
works to reach the general
market
Does the NBA Dwyane Wade
campaign register with core
target, and are impacts seen
among general market

3. …target the few and sell to the many
…satisfy an important and enduring need
…deliver a great experience
…have a magnetic identity
…stand out with a distinct personality
…mine culture for new ideas to inspire desire

4. Breakthrough brand
insight solution
Quick-fire inspiration Holistic, strategic,
future-focused view
Fast and affordable On ZappiStore

9. Monadic Exposure
n=100 per brand by target group
1. Nat. rep. sample
2. NBA fans
3. Competitive athletes
Pre Wave: April 20th
Post Wave: May 23rd

10. Reaffirm that our
strategy of targeting
competitive athletes
works to reach the
general market

11. Total VIBE
157
130
140
100 (INDEX)
GM
COMPETITIVE
ATHLETES 157
130
140
108
87
86
COMPETITIVE
ATHLETES
12080

12. VIBE Competitive Athletes vs. GM
137
114
125
184
160
153
136
116
130
194
147
166
137
114
125
184
160
153
136
116
130
194
147
166
101
87
101
113
99
81
111
84
101
107
78
93
100 (INDEX) 12080

13. Gatorade’s strong equity within the Competitive Athletes
translates to the General Market
173
143
156
Brand Presence
156
142
127
Brand Credit
173
143
156
126
92
123
156
142
127
116
89
63
100 (INDEX) 12080

14. Does the NBA Dwyane Wade
campaign register with core
target, and are impacts seen
among general market

15. Total VIBE
157
108
161
115
GM
COMPETITIVE
ATHLETES
Pre
Post
100 (INDEX) 12080

16. 113
130
99
135
147
109
However, there are signs that the campaign resonates within the GM
103
126
MEN
Pre
Post
Comm Intensity
Comm Memorability
Appeal of Mental Image
100 (INDEX) 12080

17. Among Competitive Athletes, there’s a shift to a stronger Hero primary archetype,
and an emergence of Ruler within the Tertiary archetype
184
178
173
127
188
222
64
147

20. Research &
development
Methodology
Design
Survey
Scripting
Data Cleaning
Data
Collection
Stare at tables looking
for the story
Mistakes
Fiddle with ppt
Headlines
Consulting
Next Steps
Follow Up Project
DelivertoClient
Value/Profit

21. Automation
Report in
36 hours
Online marketplace
Automated research process and delivery