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