powerpoint for gatorade
DESCRIPTION
marketing researchTRANSCRIPT
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Niko Vergis
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Executive Summary
Main Goals
- Gatorade v. Competitor
- Marketing Strategies for Men and Women
- G-Series knowledge
- Success of a low-calorie/sugar free product
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Executive Summary
What We Found
- Gatorade preferred over competitors
- General knowledge about the G-Series line (no specifics)
- Sugar free/low-calorie product would be successful for
women.
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Introduction/Background
- Owned by PepsiCo
- Distributed in +80 countries
- 1965: First developed by researchers at U of Florida to
replenish fatigue during Gator football games.
- Leading in the sports drink industry
- Wide product line
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Situation Analysis
Strengths
- Brand Recognition
- Innovation with the sports drink industry (uniqueness)
- Market leader
- Science to back up their product
- Official Sports drink for most sports
Weaknesses
- Wide product selection (no focus)
- They have products that they do not market well. Going onto the website I never even heard of G Natural which is their natural Gatorade only using natural ingredients.
- Priced relatively high compared to other sports drinks
- Poor exposure and sales abroad
- Their new three part G series seems to be lost (they have both a G series regular, fit, and pro.) With three types of options that do relatively the same thing it confuses customers on which one they should purchase.
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Situation Analysis
Opportunities
- Market/ exposure abroad
- Addition to the sports they are already involved in, possibilities in UFC and MMA endorsements since it is a growing sport
- Possible Gatorade energy drink
- Work with local high school and college programs to help promote healthy physical activity since Gatorade attracts a young demographic
- Product and service expansion
Threats
- Healthier Sports Drinks
- All Sport
- Powerade (Top competition)
- Vitamin water
- SoBe Lifewater
- Propel
- All Sport
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Situation Analysis
Quaker Oats bought Gatorade from Stokely for $220 million
dollars.
In 2004, sales linked to Gatorade were 1.22 billion dollars,
estimated at 75% of the market share among sports drinks.
Gatorade’s marketing and advertising expense declined over 40% in
2005-2009.
The launch of “G” caused a 6.5% increase in 2010, which was an
improvement from the 13% decline the previous year.
Current brand-marketing strategies used are professional athletes as
brand ambassadors or opinion leaders and a wide product line.
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Situation Analysis
Competition
- Average Powerade prices declined nearly 2.5% over the last
12 months, while average Gatorade prices only declined 1%.
- In 2007 Coca-Cola bought Glaceau for 4.1 billion, which
included Vitamin Water (etc.)
- After Coca-Cola’s buyout the company’s U.S. volume grew
133% in 2007 and the enhanced flavored water segment
made up of 34% of the company.
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Focus Group Results
Physical activity
Classic look
Too much sugar, Protein drinks preffered
Confusion with the G-Series
Brand consistency
Competitors upper-hand
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Primary Research Information
Quantitative : Non-probability: Online Survey
Qualitative : Classroom Focus Group
Convenience Sampling
- Time limit, money constraints, focused on students,
convenience factor
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Primary Research Information
Objectives
- Determine most helpful ways to gain women’s interest in Gatorade
- Determine if separate marketing strategies are necessary for men
and women
- Determine percentage of our target that switched to a competitor
- Determine percentage of our target population that would purchase
a new sugar-free Gatorade
- Determine the issues our target population had with the G-series
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Characteristics of the Final
Sample
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Characteristics of the Final
Sample
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Characteristics of the Final
Sample
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Characteristics of the Final
Sample
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Characteristics of the Final
Sample
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Summary of Research Findings
This chart shows that cutting down on sugar would help
make Gatorade an overall better product.
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Summary of Research Findings This chart shows that calories and nutritional value were the two most important reasons why women might not want to consume Gatorade products.
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Summary of Research Findings This chart shows that the three reasons why our target population would choose a competitor brand over Gatorade were flavors, convenience, and nutritional facts.
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Summary of Research Findings This chart shows that these three reasons would all factor into their
decision into purchasing another sports drink brand.
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Summary of Research Findings This chart shows that the majority of the target population would try a sugar free Gatorade.
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Summary of Research Findings
The chart above shows that the majority of the targeted
population is aware of the Gatorade G-Series.
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Summary of Research Findings
The chart above shows that most people knew the exact number of the three-part hydration system or they had no idea what the number was.
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Summary of Research Findings The chart above shows that the majority of the people surveyed do not know anything about the Gatorade G-series and some people were somewhat knowledge about the product.
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Summary of Research Findings This chart shows that most people would maybe use the Gatorade G-series.
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Recommendations
More research is recommended in order to determine if the
following would help the Gatorade brand.
Separate marketing strategies
Create a larger demographic (focus on women)
Create new sugar-free/low-calorie drink
New advertisement and marketing campaign