Issuu on Google+

GATORADE Ch

ris

tin

e

Tr

ia

s


Future Target Segments

fast facts

Key Customer Segments - Heavy Users Small Scale Families in Comfortable Country Index 222 Percentage 3.1% - Core Users Older Bustling Families in Affluent Suburban Spreads Index 198 Percentage 5.2%

- Modest Working Towns: it currently has the least amount of consumers of Gatorade in this area but it’s one of the top segments for Gatorade’s category as a whole. - Independent Singles: this segment does not have much consumption but can easily be targeted and appealed to.


fast facts

*category

Heavy consumers of Gatorade differs from the heavy consumers of its category, however the core consumers of both Gatorade and its category is the same with very similar, almost exact numbers. Key Customer Segments - Heavy Users Older Bustling Families in Struggling Urban Cores Index 260 Percentage 3.4% - Core Users Older Bustling Families in Auent Suburban Spreads Index 199 Percentage 5.3%


top competitors

Opportunities to Gain Market Share Young transitionals and independent singles

Primary Competitor Powerade Most alike in product and most alike in consumer segments.


consumer profile

This graph shows how Gatorade compares with its competitors with the different geographic segments.

The areas that are doing the best as a whole are Comfortable Country, Struggling Urban Cores, and Affluent Suburban Spreads.

The area that needs improvement the most is Cosmopolitan Centers and Modest Working Towns.


consumer profile

This shows how the category of Fruit Drinks is performing in different geographic segments. The area that is performing the best is Struggling Urban Cores. The area that is performing the least is Cosmopolitan centers.


product snapshot

Gatorade’s consumption is very little compared to its category, however its category is very large

Gatorade sells mostly through grocery, which was expected. However, they can also benefit just as much from mass merchandise stores as well

Top 3 Demographic Attributes Number of Persons Household Consumption Age of Oldest Child


product snapshot

Important Attributes Race of Head of Household White- Volume 66.1% Index 96 Hispanic- Volume17.2% Index 139 Number of Persons 5+ Persons- Volume 18.8% Index 169 Household Income $150,000+ Volume 10.3% Index 128 $75,000 - $99,999 Volume 14.3% Index 122

Age of Head of Household 45-54 Volume 26.9% Index 131 35-44 Volume 22.7% Index 128 Spectra Lifestyle Affluent Country Living Volume 4.4% Index 137 Age of Oldest Child Age 12-17 Volume 30.4% Index 192

Target Consumer: White or hispanic married couples’ families of 5+ people living in affluent country living. Old child is between the ages of 12 to 17 and family has three or more vehicles.


target manager

Target Summary

3.1 % Total Volume 1.4 % Households 222 Average Index

Small Scale Families in Comfortable Country I picked this as the target I will focus on for this report because it has the highest index, but is not a core consumer.


Small Scale Families in Comfortable Country

target ranking

Geography Name Total % HHs 48843 Howell MI 43062 Pataskala OH 54313 Green Bay WI 53066 Oconomowoc WI 44256 Medina OH 46307 Crown Point IN 49341 Rockford MI 44024 Chardon OH 43040 Marysville OH 46140 Greenfield IN 53150 Muskego WI 46060 Noblesville IN 43130 Lancaster OH 54729 Chippewa Falls WI 60051 McHenry IL 53105 Burlington WI 61073 Roscoe IL 60010 Barrington IL 54115 De Pere WI

Target % HHs

0.09% 0.06% 0.08% 0.07% 0.13% 0.13% 0.07% 0.05% 0.06% 0.08% 0.05% 0.08% 0.13% 0.07% 0.05% 0.06% 0.04% 0.09% 0.09%

Target % Pen

0.36% 0.32% 0.32% 0.31% 0.31% 0.31% 0.30% 0.29% 0.29% 0.28% 0.27% 0.26% 0.25% 0.25% 0.24% 0.24% 0.24% 0.24% 0.23%

Target Index

6.36% 8.90% 6.96% 7.17% 3.91% 4.01% 7.60% 9.70% 7.76% 5.43% 8.50% 5.47% 3.24% 5.75% 7.67% 6.21% 9.78% 4.42% 4.14%

387 541 423 435 237 244 462 589 471 330 516 332 197 349 466 377 594 268 251

Target HHs 1,067 957 955 942 925 919 915 884 872 831 809 777 764 752 734 729 727 710 681

Small Scale Families in Comfortable Country Account Name Dollar General/Dist Ctr / Zanesville OH Wal Mart Dist Ctr / Menomonie WI Meijer Inc / Grand Rapids MI Big Lots/Dist Ctr / Columbus OH Wal Mart Dist Ctr / Spring Valley IL Wal Mart Dist Ctr / Coldwater MI Wal Mart Dist Ctr / Seymour IN Wal Mart Dist Ctr / Grove City OH Meijer Inc/Dist Ctr / Lansing MI Target/Dist Ctr / Oconomowoc WI Shopko/Dist Ctr / De Pere WI Dollar Bills/Dist Ctr / Woodridge IL

Total % HHs Target % HHs Target % Pen Target Index Target HHs 10.41% 6.74% 8.51% 10.67% 5.97% 6.21% 4.98% 5.42% 3.39% 4.96% 3.07% 4.99%

11.13% 10.70% 9.10% 7.92% 6.85% 6.32% 6.22% 5.78% 4.47% 4.44% 4.13% 3.53%

1.88% 2.79% 1.88% 1.30% 2.02% 1.79% 2.19% 1.87% 2.32% 1.57% 2.36% 1.24%

107 159 107 74 115 102 125 107 132 89 134 71

26,535 25,508 21,708 18,880 16,327 15,066 14,820 13,774 10,655 10,578 9,835 8,418

There is a wide range and variety of zipcodes with the highest presence of Gatorade in the Midwest.

Top Stores Dollar General Wal Mart Meijer Big Lots Target Shopko Dollar Bills


Small Scale Families in Comfortable Country Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index

Best Products

Product Magzn Select Titles J 14 (Books & Magazines : Magzn Select Titles) Ct. *** Seventeen (Books & Magazines : Magzn Select Titles) Ct. *** Sports Illustrated (Books & Magazines : Magzn Select Titles) Ct. ** In Style (Books & Magazines : Magzn Select Titles) Ct. ** Cosmopolitan (Books & Magazines : Magzn Select Titles) Ct. ** Self (Books & Magazines : Magzn Select Titles) Ct. *** All You (Books & Magazines : Magzn Select Titles) Ct. People (Books & Magazines : Magzn Select Titles) Ct. Cherry Lane Magazines, Llc (Books & Magazines : Magzn Select Titles) Ct. *** First For Women (Books & Magazines : Magzn Select Titles) Ct. Miscellaneous Publshr (Books & Magazines : Magzn Select Titles) Ct. * Good Housekeeping (Books & Magazines : Magzn Select Titles) Ct. ** Kable News Company (Books & Magazines : Magzn Select Titles) Ct. * Rolling Stone (Books & Magazines : Magzn Select Titles) Ct. *** Better Hmes And Grdns (Books & Magazines : Magzn Select Titles) Ct.

Top 10 Magazines J 14 Seventeen Sports Illustrated In Style Cosmopolitan Self All You People Cherry Lane Magazines First For Women

0.36 0.29 0.43 0.49 0.97 0.20 5.59 12.70 0.14 8.49 1.59 0.72 1.11 0.23 2.60

1.40 1.02 1.08 0.93 1.83 0.35 8.79 19.37 0.21 11.88 2.17 0.93 1.39 0.29 3.14

Since Gatorade targets families of children, these are the top magazines I would choose to advertise Gatorade my product. The variety of lifestyles and content can appeal to almost everyone in the family, including Cosmopolitan for the mother, J 14 for children, and Sport Illustrated for father and/or young adult sons.

394 348 250 189 187 181 157 153 150 140 137 129 125 123 121


Best Products

Refrigerated Yoplait Thick & Creamy (Yogurt : Refrigerated) Pints Fage Total 2% (Yogurt : Refrigerated) Pints Yoplait Fruplait (Yogurt : Refrigerated) Pints ** Muller Quaker Corner (Yogurt : Refrigerated) Pints *** Yo Crunch (Yogurt : Refrigerated) Pints Snacks - Health Bars & Sticks Supreme Protein (Snacks : Snks-Health Bars & Stks) Oz. *** Power Bar Harvest (Snacks : Snks-Health Bars & Stks) Oz. * Balance Bar (Snacks : Snks-Health Bars & Stks) Oz. Met-Rx Protein Plus (Snacks : Snks-Health Bars & Stks) Oz. * Clif Builders (Snacks : Snks-Health Bars & Stks) Oz. * Variety Packs B-Chts B-Drt B-Rfls Rl Gl Sncp (Snacks : Variety Packs) Oz. * Lays & Rold Gold & Sunchips (Snacks : Variety Packs) Oz. *** Combos (Snacks : Variety Packs) Oz. ** Sensible Portions (Snacks : Variety Packs) Oz. *** Wise (Snacks : Variety Packs) Oz. ** Cheetos & Doritos&Fritos&Lays (Snacks : Variety Packs) Oz. * Utz (Snacks : Variety Packs) Oz. ** Frito-Lay (Snacks : Variety Packs) Oz. Crackers - Sandwich & Snack Pack Armour (Snacks : Crkrs-Sndwch & Snk Pk) Oz. ** Ready Pac Ready Snax (Snacks : Crkrs-Sndwch & Snk Pk) Oz. *** Oscar Mayer Snack Combos (Snacks : Crkrs-Sndwch & Snk Pk) Oz. ** Jack Links (Snacks : Crkrs-Sndwch & Snk Pk) Oz. *** Kraft Handi-Snacks Dunk-Ems (Snacks : Crkrs-Sndwch & Snk Pk) Oz. ** Pizza Classics By Palermos (Pza/Snack/Hrdvrs-Frzn : Pizza) Oz. * Weight Watchers (Pza/Snack/Hrdvrs-Frzn : Pizza) Oz. Tombstone Original (Pza/Snack/Hrdvrs-Frzn : Pizza) Oz. *** Red Baron Barons Best (Pza/Snack/Hrdvrs-Frzn : Pizza) Oz. * Totinos (Pza/Snack/Hrdvrs-Frzn : Pizza) Oz.

The categories I chose that could be options for a cross promotion are Yogurt, Snacks, Variety Packs, Crackers, and Pizza.

10.23 9.64 1.24 0.24 41.84

21.77 18.66 2.41 0.45 77.84

213 194 194 188 186

8.78 17.70 38.44 13.81 44.77

23.22 41.57 87.98 31.55 87.64

264 235 229 228 196

45.65 9.45 7.55 16.07 30.94 62.98 28.47 1259.40

143.05 26.07 16.34 28.07 52.84 102.67 44.63 1951.26

313 276 217 175 171 163 157 155

5.90 6.14 4.61 2.02 12.49

16.97 16.53 11.34 4.85 27.01

288 269 246 240 216

126.77 53.74 12.71 45.43 1812.58

561.79 197.26 39.46 118.30 4391.36

443 367 311 260 242

I chose these specific categories because these were very high in index for my target, which is Small Scale Families in Comfortable Country.


Targets Local Behaviors

Radio CHI:Radio P1(WBBM AM) *** CHI:Radio P1(WGN AM) *** CHI:Radio P1(WLS AM) ***

6.46% 4.73% 4.27%

3.84% 2.45% 2.96%

59 52 70

20.58% 16.07% 17.71% 7.34% 16.10% 6.12%

19.04% 17.70% 20.91% 10.26% 23.39% 4.65%

93 110 118 140 145 76

12.24% 8.00% 12.25% 27.97% 24.21% 11.24%

14.70% 7.36% 18.21% 25.91% 33.71% 16.70%

120 92 149 93 139 149

38.51% 35.62% 33.49% 36.93% 35.76% 41.47%

31.65% 30.11% 26.11% 30.58% 25.47% 33.41%

Television CHI:Cable networks/stations (non-premium) watched past 7 days(CNN) * CHI:Cable networks/stations (non-premium) watched past 7 days(Comcast SportsNet) ** CHI:Cable networks/stations (non-premium) watched past 7 days(Comedy Central) ** CHI:Cable networks/stations (non-premium) watched past 7 days(Court TV) *** CHI:Cable networks/stations (non-premium) watched past 7 days(Disney Channel) ** CHI:Cable networks/stations (non-premium) watched past 7 days(DIY (Do It Yourself Network)) ***

Activities CHI:Activities past 12 months(Adult continuing education) ** CHI:Activities past 12 months(Baseball - softball) *** CHI:Activities past 12 months(Basketball) *** CHI:Activities past 12 months(Bicycling) * CHI:Activities past 12 months(Bowling) ** CHI:Activities past 12 months(Camping) ***

Newspapers CHI:Newspaper sections generally looked at/read Mon-Fri(Advertising circulars/inserts/flyers) CHI:Newspaper sections generally looked at/read Mon-Fri(Business/finance pages/section) * CHI:Newspaper sections generally looked at/read Mon-Fri(Classified advertising) * CHI:Newspaper sections generally looked at/read Mon-Fri(Comics) * CHI:Newspaper sections generally looked at/read Mon-Fri(Editorial/opinion pages) * CHI:Newspaper sections generally looked at/read Mon-Fri(Entertainment/lifestyle pages/section)

82 85 78 83 71 81


Targets Local Behaviors

Best Media to Use for Target Consumer Television - Disney Channel - Comcast Sports - Court TV


Nielsen Spectra Infinet Project