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Powerade Marketing Plan

Plan to grab marketshare from Gatorade

Justin Hines

on 18 September 2013

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Transcript of Powerade Marketing Plan

Marketing Plan
Target Market #1
Kids Ages 6-17
"Youth Movement"
Promote Active Lifestyle
Justin Bieber
Endorsers & Sponsors
Tim Tebow
American Idol
Tyler Clouse
Shelly Fromm
Justin Hines
Zach Lacher
Brent Murray
Denise Tietz
Marketing 490
Product Placement
Music Video
Sponsor his Tour
Ads in teen magazines
Justin Bieber
Target Market #2
"Parental Control"
Decision Makers
Actual Buyer
Drink Mix Packets
-Increase Product Line Width
-Create Single Serving Option
-Available in
12 packet packaging with 16 oz packets
All current retail distributers of Powerade
-Three initial flavors
Strawberry Lemonade
Mountain Berry
Artic Shatter
Promote smaller, 12 oz. size
American Idol
Logo when numbers appear
Backstage with Powerade and Ryan Seacrest
Judges drinking Powerade
Sponsored Event with Top 12
Smaller size = Easier to Hold/Easier to Pack
Individually for schools
Price = 20% below competitors
Tim Tebow
Convience stores and grocery stores distribution
Add 8 oz. PowerAde to Lunchables
Lunchable's Co-Branding
Bottle Cap Initiative
Raise money for your school for new materials, renovations, and more by recycling Powerade bottletops. Powerade will make cash donations to the Play60 Movement to help fight childhood obesity based on how well school districts perform.
Powerade Bottletop Initiative
Grades K-12 around the country will turn in their Powerade bottletops for 5 cents per top
Powerade will match the top fundraising school in each state. Powerade will pay Play60 double the amount that the top fundraiser in each state raises
Powerade will give the top fundraising school in each school district free Powerade memorabilia
The top fundraising school in the nation will get to meet Tim Tebow at their school
Add PowerBar instead of Candy
PowerAde low-calorie, low-sugar option
Benefit both Lunchable and PowerAde
Sold in convience and grocery stores
Press Releases
Public Relations
Press Conferences w/Endorsers
Special Events
Content Marketing
Family-friendly website
"Kids Zone" and "Parent Zone
Provides games and activities for healthy lifestyles for kids, and ideas, articles and other resources for parents.
Situation Analysis
Organizational Analysis
Coca Cola
Eurasia and Africa Group, Europe Group, Latin American Group, North America Group, and Pacific Group
“Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.”
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.
‘Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.”

People: Be a great place to work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.
Atlanta, Georgia
Marketing Strategy
-Serious and mainstream athletes
-Individuals between the ages of 13 and 40
Target Market
Core Strategy
Marketing Mix
Industry Analysis
Definition of Industry
Market Factors
Customer Analysis
Who Are They?
Why They Buy?
How They Choose?
Where They Buy?
When They Buy?
Competitive Analysis
Key Competitors
SWOT Analysis
Currently only 1 flavor (Blue)
Eight main flavors including:
Mountain Blast
Fruit Punch
Black Cherry Lime
Arctic Shatter
Green Squall
Jagged Ice
The Main Ideas:
Alternative for kids other than soft drinks
Exposure to the other flavors rather than just Mountain Blast (Blue)
Overall a more healthy option in the restaurants
Powerade Zero: Zero calorie drink for weight conscious individuals
The new beverage machines can hold up to 30 different options.
Only one main competitor: Gatorade
Invented in 1960's U of Florida
Sports drinks, Energy drinks, Power Bars
-70% market share-
G Series:
285,000 employees
$60 million in annual revenues
The Quest to Conquer Cancer
Marketing Plan Timeline
Summer 2012
Fall 2012
Spring 2013
Winter 2013
Ribbon Cutter
The Quest to Conquer Cancer
Getting Involved With School Districts Around the Nation
Kids build their brand preferences young
Kids use products that their friends are using
Targets kids that are not in sports
Parents and purchasing tendencies
Targeting influential school districts
New methods to get into school
Providing healthy opportunities
Promotions and Ideas
Developing 12oz lunch bottles as an alternative
Developing Healthy Choices Vending Machines.
Carries multiple flavors of Powerade, PowerBars , and (Coca-Cola’s) Desani water as well as other healthy food options for students and faculty to purchase from.
Co-branding with Oscar Mayer
It would allow Powerade to team up with Lunchables and create healthy alternatives for students to indulge in at school. It would contain a Powerade, PowerBar, and a main course chosen by Oscar Mayer.
Cost advantage
Asset leverage
Loyal customers
No online presence
•Powerade’s largest target market involves mild to experienced athletes
•Children build sport drink preferences when they are young
•Powerade’s prices are 20% less expensive than its competitors
•Give incentives for bulk purchases
•Promote and offer support for athletic associations
•Provide sponsorships to marquee sports teams
•Target School District Booster Clubs for concession approval
Promotion and Ideas
•15% off of purchases over a certain quantity
•Provide support to Marquee teams as long as they wear Powerade’s logo
•Get involved in the building of a new sports facility in exchange for exclusive right to sell.
Getting Involved in Youth Athletic Associations
Emerging markets and expansion abroad
Product and services expansion
Economic slowdown
Price wars
Penetration pricing strategy focused on remaining 80% of cost relative to our closest competitors
PowerPack Size
Sam's Club
8-packs and 24-packs in stores
Company Overview
Powerade added in 1988
Remain with mostly direct selling through Coca Cola Vendors
Financial Analysis
Be an affordable option
Be the sports drinks for the active and serious athlete
Market Share
Focus Groups
Brand Awareness
Add distribution line to Kraft Foods for Lunchables "PowerPack"
Additional routes to particpating Schools/Youth groups
Increase overall market share by 5% within one year using our target markets .
Increase brand awareness within target markets by 25% within one year.
To be the affordable, healthy, and best tasting drink alternative of the future by targeting today's youth with continued presence in the youth community and lifestyle.
Competitve Position & Core Strategy
Targets Athletic Enthusiasts (Age 13-40)
Current Trends
Segmenting Products
Nutrient Timing
Domestic Market Size- $3.9 Billion
Growth- 14.9% in sales over last year
Health Kick/Sports Industry Emergence
The American College of Sports Medicine (ACSM), American Dietetic Association (ADA), National Athletic Trainers’ Association (NATA) and American Academy of Pediatrics (AAP) support
Target Market
Core Strategy
Marketing Mix
Full transcript