Kendall BurtnettAnna Hickman

Wilson PeslMack Rogers

Table of contentsI. Executive Summary………………………………………...- pg.3

II. Situation Analysis…………………………………………...- Product/Brand, Industry, Customer, Competitor pg. 5-12- SWOT pg.13- Problem & Opportunity Assessment pg.14

III. Marketing Strategy…………………………………………- Segmentation, Target, and Positioning pg.16-18- Marketing Objective pg.19

IV. Integrated Marketing Communications…………………..- Creative Strategy, starts on pg.20- Executional Tactics and Examples pg.22-24

V. Media Strategy & Planning………………………………..- pg.26

VI. Budget……………………………………………………….- pg.27,28

VII. Evaluation and Contingency……………………………....- pg.29

VIII. References/Works Cited…………………………………..- pg.30

Executive Summary

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Gatorade is perceived as a sports drink for professional athletes and sports teams. The majority of their current campaigns focus on celebrity endorsements. Their current target market is men between the ages of 18-24 who are highly active. However, there is a larger segment of potential consumers that are being overseen. This campaign focuses on consumers gaining a new perspective of Gatorade, changing from being a sports drink for highly active persons to also being consumed by the aspiring athlete.

Situation Analysis

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ProductBrief Brand IntroDuring the summer of 1965, A University of Florida assistant coach sat down with a team of university physicians and researchers, and determined the reason many of his players were being affected by the heat was due toloss of electrolytes and carbohydrates from sweating. (Gatorade.com)

● The Gatorade Thirst Quencher drink comes in 31 different flavors. The Mainline flavors include in Lemon-Lime, Orange, Fruit punch, Strawberry Kiwi, Cool Blue, and citrus cooler, and a variety of sizes (12 ox, 20 oz., 32 oz., and 64 oz.) Prices range is as follows: A 12-ounce pack of 12 bottles will cost around $5.98. A 20- ounce eight pack of bottles will cost around $5.48. One 32-ounce bottle will cost around $.94 (Walmart.com)

● The debut lemon-lime-flavored drink has grown to become one of the top sports drinks in the US (Gatorade.com)

● Gatorade Thirst Quencher was made to replenish lost electrolytes and carbohydrates from sweating. For every 12 ounces of Gatorade there 160mg of sodium, 45mg of potassium, 21 grams of carbs and 80 calories. (Gatorade.com)

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Industry ● The company has continued to create new beverages, including its

vitamin-enhanced Propel Fitness Water. Its G series offers a line of beverages called G Prime 01, G Perform 02, and G Recover 03. (Gatorade.com)

● “In the mass market for sports drinks PepsiCo’s brands account for 74% and Coca-Cola’s are responsible for 24% of dollar sales. Other marketers are responsible for a miniscule 2% of dollar sales.”(Washton Brown Associates, June 2013,pg.9)

● More than 30% of team sports players have consumed five or more sports drinks in any given month. (Washton Brown Associates, June 2013,pg.10)

● The sports drink industry tends to utilize athletic celebrity endorsements for advertising campaigns.

● More than 40% of users are latinos or non-hispanic blacks, compared to only 29.4% of non-hispanic whites (Washton Brown Associates, June 2013,pg.10)

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Communication Style● The Gatorade brand mostly advertises to athletes and sports teams. ● The Gatorade brand personality is seen as hip and cool. The brand also

portray itself as motivational.● The Gatorade brand uses many different advertising appeals to portray the

Thirst Quencher drink. These include transformational appeals, popularity appeals and feature appeals.

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CATEGORY 2013 2012 %GROWTH Network TV $71,240,200 $43,009,000 65.6% Cable TV 70,188,094 45,008,841 55.9% Magazines 20,722,889 8,184,989 153.2% Spot TV 2,540,827 2,348,358 8.2% US Internet - Display 2,054,004 2,272,353 -9.5% Local Radio Summary 1,341,733 9,087 N/A Syndication 1,057,500 494,300 113.9% US Internet - Search 256,755 1,203,589 -78.6% Natl Spot Radio 42,970 0 N/A Outdoor 0 116,948 N/A Newspapers 0 57,330 N/A Total Advertising Spend $169,444,972 $102,704,795 65.0%

Media Spending:In 2013, Gatorade spent the most advertising on Network TV (42%) followed by Cable TV (41%) and then Magazines (12%). (Redbooks.com)

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Customers● Gatorade drinkers are primarily men who are 25-54.● Team sports Athletes are heavy drinkers of Gatorade, however individual recreational users

drink more than those who compete in team sports.● People who drink sports drinks also eat nutrition bars.● The chart below shows how the south has the largest amount of consumers and is continuing

to increase.

Pulled from MRI

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Competitive Analysis

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Analysis of Gatorades Competitors Gatorade PowerAde Vitaminwater

● 31 flavors● Vitamin C and

Vitamin A● 8 pack of 20oz cost

$5.48

● 10 flavors● Vitamin B6, B12,

B3● 8 pack of 20oz

costs $4.48

● 17 flavors● Vitamin C, vitamin B12,

B6● 8 pack of 12 oz costs

$4.48

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Product and Competitor Attributes● Gatorade: G series contains 4 different products; energy chews, sports fuel, thirst

quencher, and low calorie G2 all designed for pre and post workout ● PowerAde: ion4 replenish electrolytes with a 6% carbohydrate solution to provide

energy to working muscles, and vitamins B3, B6 and B12● VitaminWater: claims to have specific “vitamins” in each of their flavors which give

your body energy and nutrients

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SWOT AnalysisStrengths• Established market leader • Brand awareness and popularity • Affiliations with professional athletes and teams • Functional credibility • Loyal consumer base • Since Gatorade has been associated with the athlete

since its birth, it will always have strong ties to the athlete subculture.

Weaknesses• New creative strategy widely criticized and confuses

consumers The new “G” campaign that Gatorade has executed as a move to rebrand itself has been sharply critiqued within the advertising industry and has generated much confusion amongst consumers.

• Although Gatorade has returned from its near-death experience in 2009, its recent volume sales history has been a spotty mix of ups and downs.

Opportunities• Untapped Sports Nutrition market, enhanced water,

protein drinks, nutrition bars.• Individual fitness buffs and recreational users

comprise of the highest number of sorts drink users at 6.3 million and is the fastest growing customer segment. Therefore there is great opportunity to market to these individuals.

Threats• The increasing popularity of enhanced bottled

water, energy drinks, nutrition bars, and protein drinks.

• Brand loyalty is weak in individual sports, fitness buffs, and rec users causing consumers to try other sports beverages.

• These untapped segments have, however, witnessed amazing growth and infringed on Gatorade’s market share.

• Economic conditions and health consciousness lead to price, calorie and sugar concerns.

• When measured in terms of volume sales, Powerade has recently shown more steady and reliable growth patterns than Gatorade.

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Problems and OpportunitiesProblems• One of the biggest concerns for Gatorade is the

perception of Gatorade as a sports drink consumed solely by the world’s top athletes and sports teams, when in actuality it is a sports drink consumed by seekers of a healthy lifestyle. i.e.(individual sports, fitness buffs, recreational users.)

• Another underlying issues in the sports nutrition market is how (or whether) to appeal to the casual weekend jogger or the extreme athlete or simply those consumers interested in eating well in order to enhance their health and well-being. (Washton Brown Associates, June 2013,pg.21)

Opportunities• “One trend of vital importance to marketers of

sports nutrition products, especially marketers of sports drinks, is the slow growth in participation in team sports and a surge in interest in individual fitness activities”(Washton Brown Associates, June 2013, pg.21)

• “There are 6.3 million consumers who say they engage in fitness walking “every chance I get” and who in the last 30 days consumed five or more sports drinks.” (Washton Brown Associates, June 2013, pg.21)

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Marketing Strategy

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SEGMENTATIONPsychographics

● Professional athletes● Physical wellness is a part of everyday life● Potentially sports related career paths● Expert levels of fitness● Work out 5-6 days a week on average

● Aspirational athletes● Work out on their own time● No physical competition related to their job● Novice to intermediate levels of fitness● Want to implement physical wellness into everyday life● Work out 2-4 days a week on average

● Non active persons● Physical wellness is a miniscule aspect of life● Sedentary lifestyle● Work out 0-1 days a week on average

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Segmentation TargetAspirational athlete

● This target has the highest potential for growth and is not adequately marketed to.

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Positioning Statement“Gatorade is the pioneer of sports drinks known for its wide variety of flavors while maintaining its key ingredients like ions and electrolytes that fuels you and keeps you moving. This sports drink is not only perfect for the world’s top athletes, but for aspirational recreational users as well.”

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IMC Objective● Change the perception of Gatorade from being a

Professional Athlete only beverage to a drink that is consumed by the aspirational athlete.

● Increase awareness of this perception by 15% from April 2015 to September 2015.

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Creative strategy

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The Big IdeaYou do not have to be a professional athlete to sweat. Gatorade recognizes the physical and mental demands of every profession and this is why Gatorade wants to start targeting aspirational recreational users.

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BreakdownGatorade on T.V.

● First Gatorade will post a television commercial which will advertise the new interactive online campaign, #keepmoving.

● The commercial will explain the main points of the new online campaign as well as the campaign’s webpage, which will explain how to join the hashtag trend that will be used on social media to keep people engaged.

● First TV appearance at the the first of the month. Month long Tv and social media spots

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Gatorade OnlineOnce participants navigate to the campaign webpage they will be guided through the entry process.

HOW TO ENTER: To enter the Contest, take a photo of yourself depicting “What Keeps

You Moving”” during this time of year. Next, visit www.gatorade,.com during The Entry

Period and upload your photo of yourself on the Website, and you will be invited to

complete the phrase “I’m moved by …” in 140 characters or less to caption and explain

your image. Then, follow the on-screen instructions to submit your photo and caption

to enter the Contest (an “Entry”). Photos submitted as part of an Entry must be taken

during the Promotion Period. Entries must be in English and each uploaded picture

must be in the following file format: JPEG and not to exceed 5 MB in size.

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Story Board for Gatorade Commercial

Person in suit heads to work and quickly becomes sluggish.

Next day begins, this time person works out before work and drinks only water.

The person is energized at first but slowly starts to become more lethargic.

On the third day the person drinks a Gatorade during and after their workout and then goes to work.

The person stays energized and perky during the entire day!

The bottle of gatorade is zoomed in on with the hashtag below in bold.

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Media Plan & Budget

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Media Strategy & PricingNon-Traditional/Digital

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Television-

Twitter and facebook are both types of social media. Most people are on some type of social and have a lot of exposure to different ads. Twitter in particular thanks to its hashtag feature will be extremely important in our media strategy. Part of our campaign is to group photos taken by consumers representing their aspiring athletic nature and turn them into a competition. Twitter’s hashtag will allow for photos to be sent in so that a winner can be selected. Thereby creating user generated perception change. Facebook's ability to reach a high volume of consumers is something our campaign will capitalize on as well.

Gatorade will advertise a 30 second ad on primetime network television one time per week for two months. The strategy behind this selection is that our target market is made up of regular people who watch an intermediate amount of television. Since primetime cable reaches the most viewers it will reach the amount of desired people. During the commercial the hashtag will appear and generate buzz about how gatorade wants its perception to be changed. April through June is the selected time period. The time is short but will gain the needed exposure to shift perceptions.

Media Strategy & PricingPRIME-TIME TELEVISION:

Discovery Channel #1 in all of cable in the highly prized Persons 25-54.

TV Show: Deadliest Catch…..Reach:2.51

Impressions: 2,442,000…...CPRP: $22,500

Cost: $56,475…..CPM: $231.27

FOLLOW DISCOVERY TV BY THE NUMBERS ON: Twitter: 3.4 million (3,400,000/1000) = 3,400*$3.00 = $10,200 per 3,400 impressions

Facebook: 32 million(32,000,000/1000) = 32,000*$3.50 = $112,000 per 32,000 Impressions

GIVEAWAY PROMOTION:June 5th, Gatorade will announce the winner of the #KeepMoving campaign and recipient of the

$10,000 in Gatorade Merchandise.

Info from: Zap2it.com, Discovery Channel Grabs #1 in Both Persons 25-54 and Persons 18-49 on Cable for the Week, Written By Amanda Kondolojy,April 24th, 2015

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Campaign Evaluation Strategy● The campaign itself will last two months● We will evaluate the campaign’s effectiveness by calculating the

number of people utilizing the hashtag “Keep Moving” on Twitter and Facebook.

● At the end of the two months a survey will be conducted to grasp the users understanding and perception of the slogan.

● Plan to capitalize on Gatorade’s already strong following on social media

● Starting September 2015, we will…● Track the increase in following of our social media accounts● Track tweets using our hashtag● Demographics of new followers● Distribute surveys via social media outlets for more specific

feedback● The contingency is that given the relatively short period of time the

campaign takes place, if it does not work it won’t be a major hazard

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References ● “Consumer subcultures and gatorade product perceptions,” 01/15/2010 retreived from http:

//www.greenbook.org/marketing-research/consumer-subcultures-gatorade-product-perceptions

● Dr. Robert Brown and Ms. Ruth Washton, “Sports Nutritionals Market in the U.S.: Sports Drinks and Nutrition Bars,” Market Research.com (packaged facts), 6/28/2013

● Marigny Research Group, Inc., “THE U.S. MARKET FOR SPORTS NUTRITIONAL PRODUCTS,” Market Research.com (packaged facts), APRIL 2004

● Sports Drinks/Thirst Quenchers, MRI+,2013● The website of Gatorade (n.d.). Gatorade brand history.Retrieved From http://www.gatorade.com/● The website of POWERADE. (n.d.). Powerade flavors and ingredients. Retrieved From http://www.us.powerade.

com/● The website of Vitaminwater. (n.d.). Vitaminwater flavors and ingredients. Retrieved From http://vitaminwater.

com/

● Zmuda,Natlilie, “Gatorade Brings Probel back into the family for a relaunch”, adage.com. 03/12/2014 http://adage.com/article/cmo-strategy/gatorade-relaunches-propel/292091/

Zap2it.com, Discovery Channel Grabs #1 in Both Persons 25-54 and Persons 18-49 on Cable for the Week, Written By Amanda Kondolojy,April 24th, 2015

http://tvbythenumbers.zap2it.com/2015/04/24/discovery-channel-grabs-1-in-both-persons-25-54-and-persons-18-49-on-cable-for-the-week/394139/

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