10-Step Marketing Plan:

Jover S. ChavezMarketing Management

Ateneo School of Medicine and Public Health30 March 2011

•Print Ad: Gatorade▫Source: Badminton Xtreme®, Jan-Feb 2011

1. Gatorade’s Primary Target Market is the Next Generation Athlete

2. who wants to always perform at his peak

3. who can choose among other sports drinks.

4. The gap is the one who can deliver results.

5. The sports drink industry is worth about US$ 300 billion worldwide.

Part 1:Primary Target Market and

Positioning

•Demographics▫the youth▫both male and female▫social class A & B (with buying power)

•Lifestyle▫into any

strenuousphysical activity

Primary Target Market:The Next Generation Athlete

•Behavior▫athletes who want to always perform

at their peak

Primary Target Market:The Next Generation Athlete

Needs, Wants, Expectations

replacement fluid & electrolytes

carbohydrates

a trusted brand ofsports drink

to remain of top of one’s game

•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, ExpectationsThe Next Generation Athlete…

Main Competitors

•Direct▫other sports drinks

•Indirect▫energy drinks

•Variables▫type, intensity, and duration of activity▫ brand▫ price

•The New Gatorade 1 Hr Pack.Keep Winning.

Unique Selling Proposition

•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

6. Gatorade works and nothing works better.

7. No information about price.8. Uses print and broadcast media,

involving the best athletes locally and internationally.

9. Available in local retail stores nationwide.

10.“Keep Winning.”

Part 2:Marketing Mix and Strategy

•“Gatorade works and nothing works better.”

Product Description

•not indicated in the ad

Price

•Get the best athletes in the planet.▫role models of the youth

Promotions

•Get local heroes.▫also role models of the youth

Promotions

•Available in local retail stores nationwide.

Place

•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

10-Step Marketing Plan:

Jover S. ChavezMarketing Management

Ateneo School of Medicine and Public Health30 March 2011