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Gatorade Marketing Splash

Bennett Stusek, Harrison Lars-Hansen and Ben Rutzki

LHRS

Consulting

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Problem Statement

How can Pepsico use its increased budget to improve sales and brand recognition?

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Agenda

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  • Problem Statement
  • Brand Analysis
  • Regional Analysis
  • Marketing Plan
  • Mock Ups
  • Implementation Plan
  • Finances
  • Risk and Mitigations
  • Conclusion
  • Question Period

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Brand Analysis

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Gatorade

  • Mainly consumed during or after a sport
  • Sponsors the NBA, NHL, NFL
  • Was created in 1965 in Florida
  • Closest Rival is Powerade
  • There are 28 flavors of Gatorade, G2 not included.

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Gatorade

  • Gatorade replaces electrolytes that are lost
  • Market leader in sports drinks
  • Target market is athletes and teenagers
  • Tested and proven to help increase athletes performance
  • Always looking for new and innovative products

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Regional Analysis

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Vancouver, BC

  • Population 2.4 million. 3rd in canada
  • Visually attractive city
  • State of the art stadium
  • Vacation or business destination
  • Growing city

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Ottawa, ON

  • Pop. of 960,754, 8.8% increase
  • Competitive Redblack team
  • Won grey cup in 2016
  • Opportunity to market new products
  • Passionate fan base
  • Revamped football organization

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Marketing Idea Proposal

  • Advance the relationship between the CFL and Gatorade
  • Give each team an exclusive flavor
  • Make new wrappers for each team with star player on it
  • Exclusive contest with purchase of bottles

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National Campaign

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Mock Ups

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Free Bottle Signing

  • Day before the regular season opener
  • First 1000 fans that come to the signing day get a free, signed gatorade bottle
  • Gives fans a Gatorade keeps sake
  • Others who do not receive the bottle can still get merchandise signed

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Collector Competition

  • Every team has a team specific code underneath the cap
  • Enter the different code from every team online
  • Entered into a draw for an all inclusive Grey Cup experience for two
  • 2 nights, VIP game access

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Benefits

  • Increase in sales, due to competition
  • Increase in popularity of brand, commercials, singing and giveaway day, partner with CFL
  • Positively expose Gatorade to “athlete” demographic

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Implementation Plan

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Short Term

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Action Item

Timeline

Contact CFL representatives and discuss plan new marketing and advertising plan

0-1 Weeks

Negotiate prices and guidelines

0-1 Weeks

Finalize deal

1-2 Weeks

Contact team representatives to discuss season opener giveaway and fan signing day

2-3 Weeks

Meet with team representatives for photo shoot for wrapper

3-4 Weeks

Construct new wrapper for bottle with marketing team and designer

3-5 Weeks

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Medium Term

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Action Item

Timeline

Create Website

6-7 weeks

Hire Ad agency to create TV ad for marketing campaign

6-7 weeks

Mass print wrappers

7-8 weeks

Apply new wrappers to bottles

8-9 weeks

Send new bottles to distributors and stadiums

9-10 weeks

Construct season opener giveaway and signing day plan

10-11 weeks

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Long Term

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Action Item

Timeline

Contact stadium volunteers to discuss giveaway plan

8-9 Weeks

Hire volunteers to work during the giveaway

9-11 Weeks

Set up season opener giveaway

June 2017

Launch TV Ads

June 2017

Evaluate campaign

December 2017

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Finances

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New Production

$.58 X 900000

$522,000.00

CFL Partner Ship +Advertising

$3500 X 31 X 9

$1,000,000.00

Free Bottle Giveaway

$.58 X 1000 X 9

$5,220.00

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Total Estimated Expense

$1,527,200.00

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Risks and Mitigations

Risks

  • Customers won’t agree with their teams flavor.
  • If total failure, send back to repackage.

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Mitagations

  • Encourages them to purchase other teams bottles.
  • Repackage into a normal bottle.

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Closing

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  • Meet with CFL representatives to negotiate new marketing campaign
  • Produce and apply new wrappers
  • Apply new wrappers to bottles
  • Give out new gatorade bottles day before season opener
  • Fans can enter codes on bottles for a draw for a Grey Cup experience
  • Advertise on TV during CFL games with commercials

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Question

Period

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LHRS

Consulting

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