Gatorade wants to expand its marketing efforts beyond TV ads and sports sponsorships to focus on digital marketing and social media. It will increase its annual marketing budget for social media by $20-30 million. The digital plan includes running promotions on Facebook, Twitter, Instagram and YouTube to reach more potential customers of all ages. It will also create a blog and use surveys to track the effectiveness of the new social media campaign and gather feedback for improvements. The goal is to get more people consuming Gatorade products by increasing brand awareness online.

1. Gatorade
Warren Damman
New Media Driver’s License
A43963752

2. Target Audience
! Gatorade currently markets heavily using sponsorship and
television advertisements.
! 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.

3. Target Audience
! The new marketing campaign will focus on a Digital
Marketing Campaign.
! 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.

4. Main Goals
! Gatorade is trying to get people of all ages to consume their
product.
! 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.

5. Tactics & Tools
! Gatorade will begin by creating things they do not already
have.(i.e. Clothing line that emphasizes being active and
healthy)
! 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
different areas.
! For example, since they already sponsor sporting events, search
for bigger and newer events to sponsor.

6. Gatorade’s Advertisements

7. Marketing Strategies
! Gatorade will want to continue promoting their product on television
because this form of communication has given them great success in past
years.
! 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
upcoming years.

8. 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.

9. 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,
motivation etc.
! Have all social media sites link to this blog to get full connection between the various social
media sites.

10. Budget
! PepsiCo spends roughly $100 million per year marketing the
Gatorade brand.
! Of this $100 million, about $80-$85 million is used on
television ads, sponsoring sporting events, and magazine
articles.
! 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.

11. 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.

12. Gatorade – Is it in You?
Gatorade Information
Gatorade Facebook
Gatorade Current Advertisement