slap shot sports drink cal dearth & pat devlin. background

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A Shot of Energy

BACKGROUND

MARKET

• Dominated by Gatorade and PowerAde

• Other small companies make up around 20%

TRENDS

• It has become one of the largest markets in the beverage industry

• Gatorade is still increasing their dominance of the industry

CONSUMER PROFILE

• Sports drink industry is catered towards younger people who have active lifestyles and participate in sports

• Companies use professional athletes to promote their products

• The psychographic of the sports drink consumers is people who are into sports

ANALYSIS

OF

COMPETI

TION

THE FOUR P’S OF GATORADE

• Gatorade is the most well known sports drink collection easily recognizable by their logo branded on all their products

• Gatorade’s “G” series includes three different sports drink products that help athletes before ,during, and after their workout

• Gatorade is huge in professional sports. You cannot watch a pro sports game without seeing the Gatorade logo

• They have sponsorships with the NHL, NFL, and NBA

• Gatorade provides cups, coolers, and bottles to their sponsors, commonly seen on the sidelines

• Gatorade uses media ads as well, mainly television

• There are no tricks in Gatorades pricing, as it remains common throughout the thousands of stores that carry it

PROPOSED TARGET MARKET

• RJF should target higher tier athletes wanting to improve their game.

• After going after the higher tier athletes, getting them to promote their product, then the lower tier athletes will use the product as well

• This will make a broad market similar to Gatorade

MARKETING M

IX

PRODUCT

• RJF should create a high end sports drink that helps the mental and physical side of performance

• The drink should be available in different flavors, and an easily recognizable bottle

On

e

Sh

ot

PLACE

• The product should be sold in professional and amateur sports venues, as well as sports equipment stores, which will target the exact market intended

PRICE

• RJF’s product will be on the higher end of sports drinks, therefore pricing it a little bit higher then Gatorade and PowerAde but below the higher energy and protein items

• The price is $1.99

PROMOTION

• RJF should use print ads in magazines like ESPN and Sports Illustrated

• They should also use dasher ads that would display in stadiums

• Paying for scoreboard ads in professional stadiums will also attack the target market

• Professional Hockey players will endorse the product