One year Marketing plan for Glite

December 2011

GATORADE GLITE MARKETING PLAN – JAN 1 – DEC 31, 2012

Group Assignment Mark 1027 | Prasad | Idris | Udit | Noor

Table of Contents:
Marketing Objective pg3
SMART Objectives
Financial and market Share
Segmentation & Target Market Analysis pg3
Target Market
Targeting Strategy
Consume Profile
Product Strategy pg5
Positioning Strategy
Positioning Statement
Point of Difference vs. Competitors
Brand name & rationale
Packaging
Price Strategy pg9
Retail Price Points
Comparing potential substitutes
Internal and External factors
Channel Strategy pg10
Distribution Strategy
Promotion (IMC) Strategy pg12
Target Audience
Communication Objectives
Creative Strategy
Evaluation and Selection of media
Financial Analysis pg15
Market Size/Share estimate
Income Statement
IMC budget
Implementation and Evaluation pg17
Appendices pg18
Citation pg21

2 Marketing Project |Gatorade | Glite| December 2011 |

Marketing Objective

To achieve 78% market share (increase by 3%) of the sports drink by December 31,
2012
To achieve year one sales revenue CAD $100 million for Glite by December 31, 2012
To achieve 60% awareness of Glite among the target audience as measured by
marketing research by December 31, 2012
To increase in-store capacity and product placement for optimal sales

Segmentation and Target Market Analysis

Sports Drink (Primary)
Between 15 – 27 years of Age
Colleges Students and Young professionals
Individuals who like working out
(Due to the nature of their job and busy schedules, they require instant
replenishment so that they can go on with their day to day activities)
I. Geographic Segmentation
Region : Canada
Area Size : All of Canada (approx 10 million sq km)
Density : Urban and Rural
Climate : All Season
II. Demographic
Age : 15- 27 years of age
Gender : Male/Female
Income : not specific
Occupation : College and professionals
Education : not applicable
Race : not applicable


Home Owner : not applicable
III. Psychographic
Personality : Young, energetic, enthusiastic
Lifestyle : healthy and lead an active lifestyle
IV. Behavioral
Usage Rates : Regular Basis
User Status : Regular User
Benefits : Instant Energy, No fatigue, Vitamin and quenches thirst
Loyalty : All sports drink and energy drink users

Consumer Profile (Ideal Customer)

John Doe, 22 year old, young professional is busy throughout the day with his work and
in the evening he is finding out ways to relax but is too tired, he is looking for a drink which is
healthy and will keep him fit for the entire day. He is an adventures kind of person who loves
trekking or cycling during his week off and also prefers regular exercise


Product Strategy

Positioning Strategy
A. Product Attributes
- Tasty (different flavors)
- Replenishes energy
- Instant energy boost
- Rehydration
- Cool Design


Positioning statement

“Especially for thirsty individuals and athlete, Glite is a sports beverage that quenches
thirst and enhances performance by replacing fluids and electrolytes lost due to day to day
activities or regular work out”

Presents

“In a dark room a person hopes for a ray of light, similarly during daily strenuous activities a tired person hope for
instant boost which immediately enhances his strength and kills dehydration. lite here represents that source of energy,
where G is for Gatorade.” (Rationale)


Packaging and Labeling (946ml)


Price Strategy

 CAD $2 (approx for three unit) (Completive Pricing - industry average)
 Special offers free one day Gym pass if bought between promotional period
(until April 2012)
 Introductory pricing CAD $1.50 (for three units) for the first 3 months (competitive
prices are similar) (Promo Offer- Market Penetration Pricing)

Prices of sports drinks in Canada

Brand Units CAD$

PowerAde 3 $2.00

Vitamin water 3 $8.97

Glite 3 $1.50

Internal Factors: Products in same category are priced in same range
External factors: Competitive pricing


Channel Strategy

Distribution (Distribution depends on Customers need, Product characteristics and local
trade practice)
Direct Store Delivery (DSD)
Since bottling is done by independent bottlers and they distribute through DSD
systems in which beverages are directly delivered to the stores. By DSD we will be
able to merchandise Glite with maximum visibility and appeal e.g.: Wal-Mart,
Shoppers Drug mart, metro etc..

.
Food service and Vending
Glite will be distributed to third party food service and vending distributers. This
distribution system will supply Glite to restaurants, business, school, stadium
and similar location e.g.: Vending Machines in Colleges, Universities, Shopping
mall, Public transport locations (TTC) and Airport Terminals etc…


Promotion
o London Olympics 2012
o Tie ups with Gymnasiums (for free one day pass)
o Sports sponsorship (Maple leaf, Raptors etc...)
o Print ads and billboard across Canada
o Free samples will be distributed at various locations (School/College sport
events)
o Sponsoring different events across Canada
o Promo Video on YouTube and Social Network websites (Facebook, Twitter)


Promotion Strategy

Target audience:

15-27 years
Young Professionals
Athletics
Body Builder/ Work out People

Communication Objectives:

Inform

Tell our targeted audience what Glite is, what it can do, and where it can be found and increase
general :-

Awareness of Glite.
To generate trial.
To build the Glite, Gatorade and PepsiCo image.
To correct false impressions about the manufacturing company.
To explain how the product works.

Persuade

And also to persuade the target audience to select the firm’s brand not the competing product

To increase Glite’s preference.
To promote Glite brand's features and benefits.
To make Glite more important as competition increases.


Creative Strategy

Our Creative strategies are making an excellent communication to our targeted audience of
Glite through the following channels Advertising, Sales Promotion and Publicity (Public Relation
Campaign). We choose this channel because we know this is best way to capture our target
market.

Evaluate and Select Media

1. Advertising:

Any paid form of non-personal communication about an organization, good, service or idea, by
an identified sponsor Broadcast (TV, radio), Print, Outdoor, Online.

• We want to affects both attitudes and behavior of Glite Customers.
• Reaches large, geographically dispersed audiences, often with high frequency.
• External audience.
• Investments spend (long term, brand-building tool).
• Low cost per exposure (overall costs are high though).
• Sales occur at some undetermined point in the future.
• Measuring effectiveness can be a challenge.
• Deliver a clear, consistent message to the targeted audience.
• Mass media (“Traditional media”)
• Reach large numbers of anonymous audience members
• A one-way monologue
• Niche media
• Reach a smaller, targeted audience, social media we used Facebook and YouTube.
• Media Selection Criteria, Match to media habits of target


2. Sales Promotion:

Short-term incentives to encourage the (immediate) purchase or sale of a product .Can be
aimed at both end user consumers or channel members.

Quick action sale
Often take the form of price incentives.
Short lived.
Generally affects behavior, not attitudes.
Produces results quickly
Measurable.
Achieve trial purchase.
Achieve repeat purchase.
Increase consumption.
Attract former users of brand.
Combat / disrupt competitor’s strategies.
Directed at intermediaries (resellers).
Obtain initial distribution.
Increase shelf space and Increase order size.
Strengthen consumer sales promotions.
Discounts .E.g. to promote sale price at shelf

3. Public Relation Campaign:

A firm’s communications, activities and relationships with its various publics in order to achieve
organizational goals

To influence attitudes, opinions and behaviors.
Unpaid media coverage.
Media is in control.
More credible - works indirectly via 3rd party

Financial Analysis

Income Statement

*assumptions USD

(As per Datamonitor the Total market value as of 2006 for energy/sports drinks is USD287.2
million and predicted to USD375.2 million by 2011 Gatorade market share in Canada is
approximate 75%. Assuming the work force remains the same for Gatorade Brand, and Glite
being brand extension. Salary not included in this income statement as Gatorade workforce is
being used, additional work force (e.g. PR) will be added to this chart)


Integrated Marketing Communication (IMC) Budget USD

Implementation Chart (Advertising plan) December 2012


Implementation and Evaluation

Our main aim is to achieve 78% market share (increase by 3%) of the sports drinks by December
31, 2012, achieve year one sales revenue CAD $ 100 million for Glite by December 31, 2012,
achieve 60% awareness of Glite among the target audience as measure by marketing research
by December, 2012 and to increase in-store capacity and product placement for optimal sales
and compare with our actual plan by the end of December 2012 in order to identify whether we
fall below or surpass our target. We will compare our actual sales, expenses, profitability and
market share against forecasted sales, expenses, profitability and market share. These will be
measure on an on-going basis in order to ensure we are meeting our quarterly and annual
goals. We will measure our effectiveness of our promotional campaigns as well as level of
awareness and acceptance of our brand Glite in the market. We will examine the extent of
which our implementation strategy enable or affected our ability to maximize sales while
minimizing expenses. All this information will allow us to identify areas where our strategy
needs improvements so that corrective actions can be taken in a timely manner.


Appendices

/metro and Loblaw retail price year2011

//sample nutrition of energy drink changed year2011


Assumption Jan – Dec 2012

Assumed IMC Budget

Assumed income Statement in USD

Assumed Point of Difference


Assumed Perpetual Maps


Citations

Gatorade Company; Novelguide, 2011.
http://www.novelguide.com/a/discover/cps_01/cps_01_00112.html

Gatorade; Bevwire, 2011. http://bevwire.wordpress.com/tag/gatorade/

Street & Smith, Gatorade Sales, Sport Business Daily, July 3, 2009
http://www.sportsbusinessdaily.com/Daily/Issues/2009/07/Issue-212/Sponsorships

Agriculture and Agric Food Canada, Market Analysis Report, August 2010
http://www.ats.agr.gc.ca/inter/5569-eng.pdf Retrieved 12/12/2011

Datamonitor. Mega Trends: Health. (2009).

Euromonitor International. Functional Drinks – Canada. (May 2010).

Euromontior International. Snack Bars in Canada. (October 2009).

Mintel. Non-alcoholic Beverages: The Market—U.S. (April 2010).
Today’s Sustainable Choices, Metro Richelieu, 2011 < http://www.metro.ca/en/on/home.html>

Stan Reents, Sports Drinks and Recovery Drinks, AthleteInMe.com, November, 2011
http://www.athleteinme.com/ArticleView.aspx

Christy Hammond, Marketing Sports Drinks, New York Times, April 2007
Agriculture and Agric-Food Canada, "Market Brief: The Canadian Energy Drink Market" April,
2008 http://www.ats.agr.gc.ca/can/4469-eng.htm

Wiley .Com, Online Library, http://onlinelibrary.wiley.com/doi/10.1111

Energy Fiend, Energy Drinks. < http://www.energyfiend.com/category/energy-drinks >. Feb 15,
2009.

McGraw-Hill Irwin, Marketing Canadian Edition, McGraw-Hill Ryerson Limited, 2009.


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