10 Step Marketing plan
By Mariel Angelou A. Parulan | 19 January 2011
Part I: ‘s positioning
1 primary target market
2 Needs Wants Expectations
3 Competitors
4 opportunity gap
5 market sizes (3 Cs)
Part II: ‘s strategy
6 Product
7 Price
8 Promo
9 Place
10 Generic winning strategy of mix
POSITIONING to the primary target marketPart 1: steps 1 to 5
1: The Actives
Primary Target Market 15-50 years old Male & Female Single & Married Class AB to C
Secondary target market• Young athletes
1: Go! Go! Go!
Lifestyle Active & always on-the-go athletes and aspiring athletes Engages in health-oriented activities:
• Gym, sports, running, climbing
1: I am this and MORE!
Behavior Hydrates after every
workout Wants to be at the best
shape Competitive: pushes self to
the limit
2: Pushing to the limits to win!
Need to be at the best of my game. I need to win!
I can push
myself to the limits
I need to be
healthy
2: All-in-one for the on-the-go
NEEDS• I need to be fit for my activities.
WANTS• I want a drink that has everything that my
body needs, from warm-up to cool down
EXPECTATIONS• I expect it to step up my work out and put
me at the top.
3: Who am I up against?
Direct: Powerade, Lucozade
Indirect: mineral water, tap water, C2, Fit n right
Variables:• Taste options (flavors)• Price• Availability• Health advantages
3: ’s competitive positions map
Taste options vs. availability
No other flavor 2-3 flavors >4 flavors
All consumer stores
Most consumer stores
Only in major consumer goods store
Taste and the option you give to your customers is a significant variable in sports drinks because studies say, people tend to drink more of a flavored beverage which helps contribute to the proper hydration needed for an active body
Availability on the other hand is naturally important because any customer would always want something that is more convenient and easily accessible
Pocari
100 Plus
Powerade
GatoradeTaste vs. availability
Gatorade Powerade Pocari Sweat 100 plus
Hydrates
Replenishes electrolytesEnhance muscle actionFights fatigue
Boosts brain fuel
3: ’s competitive positions map
Gatorade Powerade Pocari Sweat 100 plus
Hydrates
Replenishes electrolytesEnhance muscle actionFights fatigue
Boosts brain fuel
Gatorade’s Unique positioning: Your all in one sports drink that promises to provide you a hero’s winning formula.
3: ’s competitive positions map
4: Gatorade positions strongly in a differentiation market strategy
Gatorade is the world’s no. 1, scientifically-tested sports drink. Studies show that Gatorade hydrates 90% better than water and 45% better than any other sports beverage.
Gatorade not only hydrates but also enhances muscle action, fights fatigue and boosts brain fuel.
It is the hero’s winning formula! Science has proven it and athletes recommend it.
The Heroes winning Formula!
Go ahead and step up your workout.
Then do what heroes does.
Drink
5: Market size
Coca-cola Co.• In April 2010, Powerade sales reached
$ 654 million (P29 billion)
5: Market size
PepsiCo• ~ 60% of PepsiCo's beverage sales come from its key
noncarbonated brand (Gatorade)
• In 2010, Gatorade sales reached up to
$ 2.6 billion (P 116.5 billion)
5: drinker’s Market size
Sports drink take up 21.3% of total beverage consumers
The sports drink category is ~ $7.6 billion industry
5: In summary, Market size is..
The sports drink category is ~ $7.6 billion industry
With $ 654 million sales, the primary competitor (Powerade) takes 8.6% of the total market share
With $ 2.6 billion sales, GATORADE takes 34.2% of the total market share
Marketing mix strategyPart 2: steps 6 to 10
6:
Famous for its flavors:• Blue Bolt• Grape• Tropical fruit• Orange Chill• Pink Lemonade• Lemon Lime
Available: • 400 ml • 500 ml• 1.5 ml
6: The adversaries
Direct competitor
Indirect competitor
In the shelves
Finishing First. Like Heroes do.
6: Perform at your best!
Its not just a drink, it’s the complete package!
It enhances muscle action… Ensuring adequate oxygen and blood to perform at their peak
Fights fatigue… with adequate carbohydrates, delaying fatigue and maximizing energy
Boosts brain fuel...by preventing low blood sugar to stay mentally at the top of your game
Contains sodium to prevent water loss, potassium to improve muscle performance
7: Gatorade is 20% premium priced
500 mL bottle at P34.60
400 mL bottle at P 27.55
1.5 mL bottle at P76.40
Gatorade Powerade 100 plus Pocari Sweat
price 30.30/ 500 ml 29.25/500ml 21.75/500 ml
21.75/330
Price/ml P 0.061 0.0585 0.044 0.066
GATORADE at 20% premium price Value of the brand (status) Value of the product itself
8: Making famous
Media Advertising
Famous athletes
8: Making famous
Print Advertising
Every game needs a
hero
8: Making famous
Print Advertising
Every game needs a
hero
Woman’s Health Magazine, Aug 2010 issue
8: Making famous
Events & Experiences
The official sports drink of the UAAP
8: Making famous
Being the best in their field.
Online
8: Making famous Online
Access made easy with online website
8: Making famous
Tie-ups:
Advertising:
• 100 plus = “Outdo yourself”• Pocari sweat = “Refreshing replacement”• Powerade = “Keep playing”
Online marketing• www.powerade.com• www.pocarisweat.com• www.100plus.com
Events/experiences Powerade “chosen by FIFA to hydrate 2010 FIFA world cup players”
8: Spying on the competition
Advertising:• 100 plus = “Outdo yourself”
• Pocari sweat = “Refreshing replacement”• Powerade = “Keep playing”
Online marketing• www.powerade.com• www.pocarisweat.com• www.100plus.com
Events/experiences Powerade “chosen by FIFA to hydrate 2010 FIFA world cup players”
8: Spying on the competition
8: Spying on the competition
Advertising• 100 plus = “Outdo yourself”• Pocari sweat = “Refreshing replacement”
• Powerade = “Keep playing” Online marketing
• www.powerade.com• www.pocarisweat.com• www.100plus.com
Events/experiences Powerade “chosen by FIFA to hydrate 2010 FIFA world cup players”
9: The Dug-outs
In all leading groceries, supermarkets and convenient stores nationwide
Supermarkets (SM hypermarket, Shopwise, Rustan’s)
Mercury drug stores, Mini-stops, 7 Eleven, etc.
10: Generic winning strategy
Well-differentiated target population
Getting the best image models
Use of science to emphasize the company’s expertise on the product
“For a better workout, exercise proper hydration with the world’s no. 1 sports drink. Gatorade.”
10 Step Marketing plan
By Mariel Angelou A. Parulan | 19 January 2011
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