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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