Gatorade: G2 Media Plan

MEDIA PLAN BY: JOSH KACZMAREK

GATORADE • A brand of sportsthemed beverage and food products.

• Manufactured by Pepsi Co. • Developed in 1965 by researchers at the University of Florida.

• Accounts for 75% of the market share in the sports drink category.

COMPETITORS

S.W.O.T. ANALYSIS STRENGTHS:

WEAKNESSES:

OPPORTUNITIES:

THREATS:

• • • • •

First sports drink Well known product Strong brand name Lower calorie version Science behind the product proving it helps athletes excel and maintain physical performance

• Advertise more •

Show that it is not just for athletes, but also for those who seek to live a healthier lifestyle

• Celebrity endorsement • Create new G2 low calorie products

• High price • Different varieties tend to turn consumers away • People unaware of the product’s true benefit

• • •

Other performance excelling drink competitors •

Powerade

• •

SoBe Vitamin Water

• • •

Red Bull Monster Rockstar

Substitutes for healthy drinks Energy drinks

THE TARGET

• Women • 18-35 years old • Athletes • People seeking an active or healthy lifestyle • Looking to lose weight

WHAT THE TARGET LIKES

(VIA MRI+)

ESTIMATED WORLDWIDE RETAIL SALES OF 2012:

ALMOST $7 BILLION

SALES

MEDIA OBJECTIVES • Grab the attention of women between the ages of 18 – 35 • Reach at least 100 million people by an advertisement during the course of the year

GEOGRAPHY • ADVERTISING NATIONALLY • Heavily focusing on New York City and Chicago • Focusing on active cities • Atlanta, Washington D.C. Seattle, Portland, Minneapolis, Boston, Denver, etc.

SEASONALITY • The timing of the release of the advertisements are heavy in the beginning of the year and in the beginning of the summer.

• New Year’s Resolutions early in the year that pertain to living a healthier/ active lifestyle.

• The summer is bikini season and many people want to get in shape and try to intake fewer calories.

MEDIA STRATEGIES • Advertising on television when more people are watching to get more people to see the product and to expand the amount of consumers that drink G2.

• Focusing in popular areas throughout the Midwest and Northeast because the amount of consumers in those regions are lower in relation to the other regions.

• We are advertising in magazines that have digital publications that can be viewed from any device with an internet connection.

MEDIA MIX • Print • • •

• Television

• Outdoor • Bulletins • Bus Shelters • Bus Benches • Taxis • Stickers

• • •

NO INTERACTIVE OR RADIO ADVERTISEMENT WILL BE USED.

TELEVISION Networks:

Our target audience likes:

on

on

PRINT Magazines:

10 times per year

Weekly

All have digital publications

• Consumers love People, it would be nice to gain more consumers from their audience.

•

Bi-monthly

Chose Women’s Health and Weight Watchers because the majority of both our consumers are looking to lose weight and live a healthier lifestyle.

OUTDOOR Bus Shelters and Bus Benches

Taxis

• Want to reach people in New York City and Chicago.

• People who walk by or run by will notice as they travel the city.

• Taxis will grab the commuter’s attention and the walker’s attention as well.

OUTDOOR Bulletins:

• Want to get people in high traffic areas.

• For example: • Highways in between Chicago and Milwaukee.

OUTDOOR Stickers: • Serves as a reminder to people • Can be used for anything and put anywhere • Sparks interest

BUDGET

$10 Million • Magazines

• $1,687,000 (People) • $89,720 (Weight Watchers) • $783,240 (Women’s Health)

• Television

• $3,162,500 (ABC) • $1,540,000 (Food Network) • $2,530,000 (Fox)

• Outdoor • • • • •

$142,740 (Bulletins) $45,500 (Bus Shelters) $15,600 (Bus Benches) $3,600 (Taxi) $99 (2,400 Stickers)

BUDGET

Total amount:

$9,999,999

SOURCES MRI+ SRDS Pepsi Co. Annual Report Hell’s Kitchen: http://www.city-data.com/neighborhood/Hell-s-KitchenNew-York-NY.html

Scandal demographics: http://www.imdb.com/title/tt1837576/ratings-male_age_1 People demographics: http://megamediamarketing.com/demographics.html

Media

Rates

Target

Magazines !People !Weight Watchers !Women's Health Television !ABC !Food Network !Fox Out Door !Bulletins !Bus Shelters !Bus Benches !Taxi !Stickers

Rates 4C 1 Page $337,400 $89,720 $195,810 Points Per Week Primetime: $25,300 Early News: $7,700 Primetime: $25,300

W18-35

$142,740 $45,500 $1,200 $200 $99 (for 2,400 stickers)

1

January 6 15 22

x

x

29

5

February 12 19

26

5

March 12 19

26

x x x

x

x

x

x x x 100 Stickers distributed

100 Stickers distributed

200 Stickers distributed

Media Plan With a Budget of $10,000,000

2

9

April 16 23

30

7

May 14 21

28

4

June 11 18

x

x

x x

25

2

9

x

x

x

July 16 23

30

6

x x

x

August 13 20

27

September 3 10 17

x

x x

x x

x

x x

x x

x

x

x

x x 300 Stickers distributed

300 Stickers distributed

300 Stickers distributed

300 Stickers distributed

300 Stickers distributed

200 Stickers distributed

Josh Kaczmarek

mber 24

distributed

1

October 8 15 22

29

5

November 12 19 26

3

December 10 17 24

TRPS

Cost

Ins

(Financial Statement)

5 1 4 25 20 20

13 18

x 100 Stickers distributed

100 Stickers distributed

100 Stickers distributed

$1,687,000 $89,720 $783,240 $3,162,500 $1,540,000 $2,530,000 $142,740 $45,500 $15,600 $3,600 $99 Total Cost: $9,999,999

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