2011 0330 print ad based marketing plan
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This document outlines a 10-step marketing plan for Gatorade. It identifies Gatorade's primary target market as the "Next Generation Athlete" who wants to perform at their peak and can choose between sports drinks. It then discusses Gatorade's positioning in the market, demographic and lifestyle factors of its target audience, their needs and expectations. The document also covers Gatorade's main competitors, unique selling proposition, market size, and marketing mix strategies around product, price, promotion, and place. The overall strategy is for Gatorade to continually research and develop new ways to help athletes improve performance.
2011 0330 print ad based marketing plan
- 1. 10-Step Marketing Plan: Jover S. Chavez Marketing Management Ateneo School of Medicine and Public Health 30 March 2011
- 2. Print Ad : Gatorade Source: Badminton Xtreme ® , Jan-Feb 2011
- 3. Gatorade’s Primary Target Market is the Next Generation Athlete who wants to always perform at his peak who can choose among other sports drinks. The gap is the one who can deliver results. The sports drink industry is worth about US$ 300 billion worldwide. Part 1 : Primary Target Market and Positioning
- 4. Demographics the youth both male and female social class A & B ( with buying power ) Lifestyle into any strenuous physical activity Primary Target Market: The Next Generation Athlete
- 5. Behavior athletes who want to always perform at their peak Primary Target Market: The Next Generation Athlete
- 6. Needs, Wants, Expectations replacement fluid & electrolytes carbohydrates a trusted brand of sports drink to remain of top of one’s game
- 7. needs to replenish fluids & electrolytes lost in sweat carbohydrates for energy wants Gatorade because it is the world’s most researched sports drink it is used by the biggest figures in sports expects to be on top of his or her game always Needs, Wants, Expectations The Next Generation Athlete…
- 8. Direct other sports drinks Indirect energy drinks Variables type, intensity, and duration of activity brand price Main Competitors
- 9. The New Gatorade 1 Hr Pack. Keep Winning. Unique Selling Proposition
- 10. not indicated in the ad, but… The sports drink market is approximately US$ 300 billion in terms of sales worldwide (2005). The Asia-Pacific region held a 38% share of global volume in 2005. Market Size
- 11. Gatorade works and nothing works better. No information about price. Uses print and broadcast media, involving the best athletes locally and internationally. Available in local retail stores nationwide. “ Keep Winning.” Part 2 : Marketing Mix and Strategy
- 12. “ Gatorade works and nothing works better.” Product Description
- 13. not indicated in the ad Price
- 14. Get the best athletes in the planet. role models of the youth Promotions
- 15. Get local heroes. also role models of the youth Promotions
- 16. Available in local retail stores nationwide. Place
- 17. Keep Winning. Gatorade continues to search for and study new and innovative ways to help athletes improve performance by facilitating proper hydration and nutrition….perpetually striving to advance their mission of enabling athletes to always perform at their peak . Generic Winning Strategy
- 18. 10-Step Marketing Plan: Jover S. Chavez Marketing Management Ateneo School of Medicine and Public Health 30 March 2011