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Transcript of Powerade
From Local to Global: A POWERADE Case Study
Dina El Zayat
1. How did Powerade reach a successful global marketing campaign?
2. Do you think Coca-Cola will need new marketing research before going into new countries? Relate to the energy drink market in Egypt.
3. What is the role of the social media in going global? What campaigns do you propose for Powerade on social media?
Defining and understanding the similarities of this core consumer across market was the first step to developing a consistent positioning for the Powerade Brand
Results from the segmentation study provided:
1. Detailed definition of the target
2. Types of sports played
3. Motives behind selecting a sports drink
that could be applied across markets
The most important segment is called
2. Stage two is concerned with the creation of online social networking
A score card is used to summarize each
a. Concept’s appeal
c. Likes and dislikes
d. Opportunities to improvement
A segmentation study was made
Present an understanding of local-market similarities and differences of the core sports drink consumer in order to feed into global and local strategy development, target definition, as well as guide development of the brand’s communication plan
Two-stage approaches to achieve effective positioning
1. In stage one, segmentation occurs in order to explore:
a. User’s sport participation habits
b. Sport attitudes
c. Performance needs
d. Beverage consumption during sports
Spain, Germany, Italy, UK, and Poland
Ages between 16 & 40
The attitudes and needs of these segments varied from
“participating for health reasons and/or doctors orders”
“considering myself a professional athlete”
A Campaign Emerges
Connecting PowerAde to match
Out of home ads
Never-ending game kit
South African Football Clinics
The Key Principles
Campaign also rely on :
Global Brand Vision
“Performing at your best’'
The responses showed the importance of having a global position built around these concepts:
2) Recognition of the journey
3) Enjoyment of the game
4) Passion of the sports
5) Importance of the team as a social connection
Evaluating existing ideas
Generating new ones
Highly interactive and iterative process
Social networking forum among target consumers to get deep insights
Engaging core customers in idea generation and evaluation
The Second Stage
Campaign has three phases
Association with FIFA through local PR events
Launching VIS and shopper work
Identify the main message : Play better and longer
Campaign + Commercials
Breakthrough and persuasion
Campaign rated in top 15% of IMC campaigns.
Powerade was integrated naturally and relevantly to consumers.
The core MSG of the idea was simple and to the point.
Powerade volume grew by double digits (versus previous year)
New places reached
Powerade volume share grew vs. previous year
For June 2013 value share grew vs. previous year.
Improvement of non-working departments and having an estimated productivity gain of multi-million dollars for sports drinks.
Increase in consumption and favorite brand due to sponsorships.
FIFA World Cup
Powerade's IMC and TVC which increased in volume and share performance.
The research program had both quantitative and qualitative approaches.
By this approach, it appears that Powerade plans for future global positioning research.
How can they achieve consensus across markets?
Qualitative Research + Quantitative Research
Brand Positioning + Brand’s goals and targets
= Brand Plan
Potential risk their global positioning might not be relevant to local consumers
A Unified brand positioning +
Each country needed flexibility to express that positioning in a way that is relevant to each local market
Doesn’t provide accurate cross-market comparisons of consumer appeal , volume potential, and risks
Quantitative evidence achieve consensus across all markets
Increased confidence in Powerade’s global positioning strategy
Results of Millward Brown’s Research
Leading global research agency
Developed a model that linked t
“art” of position-creation
“science” of a rigorous volume-based outcome
To convince local management to change from a local positioning, that has already proven to be successful, to a global positioning
Its locally developed positioning
POWERADE successfully grew through
POWERADE From Local to
To gain consensus across markets to move to a global positioning
Cannot just depend on qualitative research
Also needed quantitative evidence
Needed to Establish a
Unified Global Positioning
3) Had different marketing messages in each local market
Wanted Powerade to be a
“True Global Brand”
and not just a “brand that is available globally”
1) Pressure to increase:
- Productivity, Profitability, Efficiency
2) Associate Powerade with high-profile international sporting events
Leading sports drink of Coca-Cola
Launched in 1992, US
One of the 14 Billion Dollar brands of Coca-Cola
Fastest growing global sports drink brand
2. Discuss the IMC tools mentioned in the case.
What other tools would you