This document outlines a marketing plan for Gatorade to appeal more to everyday consumers rather than just athletes. The plan proposes using Foursquare to offer promotions when users check in at Gatorade locations like gyms and gas stations. An ad campaign will focus on how Gatorade benefits everyday people. The budget allocates 15% of marketing funds over 3 months for advertising, blogging, and a Foursquare partnership to increase sales by 8% within a year by making Gatorade more appealing to non-athletes.

1. NMDL Final Project By: Patrick Kelly A41444577

2. Business Challenges Continue to have relationships with world class athletes that are great on and off the field Appealing to the everyday person, someone who does not play sports at high levels.

3. Goals for GatoradeHave effective Marketing that makes Gatorade appealing to the everyday person.Increase presence in social marketing for an increase in overall sales by 8%

4. Theme Take advantage of social media to appeal to the everyday person on the go.Make it perceived that Gatorade is beneficial for the everyday person.

5. Key Components Proposal Use Foursquare to give promotions once users have checked in at certain Gatorade locations.These locations would be targeted to everyday people on the go.EX. business related locations that carry Gatorade Products: local gyms, college campuses, gas stations and local businesses

6. Key ComponentsThis will be regulated with a picture to show that you have actually been to this locationThe idea will be advertised on the products and in some ads letting the consumer know that Foursquare promotions are available.

7. Key ComponentsAd campaign will focus on the everyday consumersGreat example of an ad that appeals to everyday people

8. Success EvaluationUse Foursquare to see how many of their users check in at Gatorade sites How many people redeem there promotional tickets Compare the amount of money that Gatorade spent on the marketing plan and how much it brought in

9. Planned Budget and TimelineImplementing The Plan Three months to get the word out through advertising and blogging -15% of the over all marketing budget Six months to see the beginning of a return on investment One year to judge if the plan has been effective

10. Dollar Allocation Overall Dollars being allocated would be 15% of the marketing budget.Ads focus on the average person and how Gatorade benefits them. -8% of marketing budgetMoney going towards blogging -3% of marketing budgetMoney going towards deal with foursquare -4% of Marketing budget