ankita bm 2
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Pepsi-Gatorade BRAND EXTENSION (BM) ANKITA SINGH-PGP30184
Mobile: 7054246552
Pepsico India
Food53%Beverages
47%
pEPSICO REVENUE SHARE
Net revenue : $ 66,683Total Operating profit : $10,313
Product portfolio
Soft drinks in India
2000200120022003200420052006200720082009201020112012201320142015
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,0001,594.501,825.40
2,132.70
9,606.8011,548.20
13,750.3016,253.10
Soft drinks Market India (mn litre)
Market share
20%
25%
25%
5%3%
23%
Current Market share in soft drinks
PepsiCoca-colaParle BisleriManikchandParle Agro Ohers
Soft Drinks- Categories
Bottled water Carbonates Juice
RTD Coffee RTD TeaSports and
Energy drinks
Pepsico - Volume growth
1 2 3 4 50.00
5,000,000.00
10,000,000.00
15,000,000.00
20,000,000.00
25,000,000.00
30,000,000.00
Volume growth of Pepsico (Soft drinks) in Hectoliters
Pepsico Market share trend
2009 2010 2011 2012 2013 2014
20.820.6
21.2
20.620.4
20
Market share for Pepsico(Soft Drinks)
Pepsi Gatorade….
Launched 2004
High involvement , premium, Niche and functional product
Positioning through
promotions
launches fast bowling
training academy in India
ropes in Wasim Akram to
coach budding pace bowlers
Gatorade launches 'Gatorade Gurus' - a first
ever session in partnership with Mumbai Cricket AssociationGatorade has become an
official supplier to the
Sahara Force India
team in Formula One
Sports and Energy drinks
1 2 3 4 5 6 7 8 9 10 11 12 130 0.4 0.92.7
4.77.7
11.513.9
16.7
20.4
24.6
29.5
35.1
Market size for Health & Energy drinks in India
Pepsi Gatorade Brand analysis
Pepsi Gatorade44%
Red Bull 39%
Others18%
Brand share of Sports and energy drinks
Gatorade market share growth
2009 2010 2011 2012 2013 20140
10
20
30
40
50
60
70
18.6 22.330.4
34.9 39.843.7
65.8 62.755.3
49.443.5
38.5
Market share growth of Gatorade
Redbull
Gatorade
Brand elements analysis
The bold “G” with a lightning bolt is unlike any other brand and can be seen easily on all Gatorade product
Lightening bolt symbolizes energy, easy recognition and recall
Ergonomically designed, easy to hold in hands
Marketing mix –Product
Balanced beverage of electrolyte and carbohydrates
Rehydrate, replenish and refuel like no other beverage can
Products:
Gatorade sports drink Blue bolt flavor
Gatorade sports drink lemon flavor
Gatorade sports drink orange flavor
Marketing mix –Price
Skimming price –smaller target market
500 ml @ Rs.40 Above the conventional soft drinks
Differs from its US pricing strategy
Marketing mix –Promotion
Target Market : 18-25 years old athletes and sports enthusiasts
Tournaments : Davis Cup, PGA (Professional Golfers' Association) events
130 sports trainers invited to create awareness about Gatorade
Glamour association through beauty pageants held by Gladrags
Sport stars from soccer to cricket - Brazilian star, Ronaldinho and Indian cricket's Irfan Pathan, amongst others.
Gatorade India events Gatora de sponsors Standard Chartered
Mumbai Full Marathon 2012
’ Gatorade in association with Baichung Bhutia Football
School launches ‘First Touch
Marketing mix –Place
First phase: Gyms in Delhi & Mumbai
Second phase: Trade launch
1st tier and 2nd tier metro cities: Both traditional and modern format stores
"It's about being where athletes shop and sweat”
vitamin shops, sporting good stores, and specialty sports stores
Online space:
Brand endorsements Mohammad Kaif and Irfan Pathan and physiotherapist Andrew Lepius in
India
Print-Ad campaigns-India
Brand positioning
Brand Positioning statement
Gatorade Thirst Quencher is the original sports beverage that quenches thirst while replacing fluids and electrolytes lost through strenuous activity (instantaneously an improves performance
Comparative frame of reference:
Performance thirst quencher
Brand positioning: POD & POP
Points of difference:
Gives what no other drink offers ability to hydrate better and improve performance on the real field of play
Ads signal its promise and thus maintains itself in niche segment
Nutrition facts highlighted on top
Points of parity:
Priced in same band as of its competitors
Instant energy
Bottle packaging
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