Download - Slap Shot sports drink
SLAP SHOT S
PORTS
DRINK
C A L DE A R T H &
PA T D
E V L I N
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
COMPETITION
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 MIX
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
One
Shot
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