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atorade Target Account Profile Niko Vergis Technology For Marketing Spectra


Standard 60 Microsegments - BehaviorScape Profile BehaviorStage Start-Up Families - HHs with Young Children Only < 6 Small Scale Families - Small HHs with Older Children 6+ Younger Bustling Families - Large HHs with Children (6+), HOH <40 Older Bustling Families - Large HHs with Children (6+), HOH 40+ Young Transitionals - Any size HHs, No Children, < 35 Independent Singles - 1 person HHs, No Children, 35-64 Senior Singles - 1 person HHs, No Children, 65+ Established Couples - 2+ person HHs, No Children, 35-54 Empty Nest Couples - 2+ person HHs, No Children, 55-64 Senior Couples - 2+ person HHs, No Children, 65+ Total BehaviorStage Start-Up Families - HHs with Young Children Only < 6 Small Scale Families - Small HHs with Older Children 6+ Younger Bustling Families - Large HHs with Children (6+), HOH <40 Older Bustling Families - Large HHs with Children (6+), HOH 40+ Young Transitionals - Any size HHs, No Children, < 35 Independent Singles - 1 person HHs, No Children, 35-64 Senior Singles - 1 person HHs, No Children, 65+ Established Couples - 2+ person HHs, No Children, 35-54 Empty Nest Couples - 2+ person HHs, No Children, 55-64 Senior Couples - 2+ person HHs, No Children, 65+ Total

Cosmopolitan Centers 83 154 157 275 97 45 17 201 95 76 115 Cosmopolitan Centers 0.9% 1.5% 1.1% 3.5% 1.9% 1.0% 0.2% 3.1% 1.2% 1.0% 15.5%

Affluent Suburban Spreads

Comfortable Country 82 159 142 225 79 30 22 128 78 68 110

Affluent Suburban Spreads 1.4% 2.8% 1.7% 6.3% 0.9% 0.5% 0.3% 2.4% 1.8% 1.5% 19.5%

135 175 120 170 67 38 18 111 95 64 102 Comfortable Country 1.9% 3.1% 1.6% 3.5% 0.7% 0.6% 0.3% 2.2% 2.2% 1.5% 17.6%

Struggling Urban Modest Working Cores Towns 111 130 271 152 94 31 20 89 103 64 103

86 119 139 198 64 48 27 117 93 73 90

Struggling Urban Modest Working Cores Towns 1.3% 1.4% 3.0% 1.9% 1.8% 0.6% 0.2% 1.0% 0.8% 0.6% 12.6%

1.3% 2.0% 1.9% 3.1% 1.4% 1.2% 0.6% 2.2% 1.4% 1.5% 16.6%

Plain Rural Living

Total

75 126 125 147 88 47 31 116 92 66 87 Plain Rural Living 1.2% 2.7% 2.1% 2.6% 1.3% 1.1% 0.8% 2.4% 2.0% 1.8% 18.2%

Fast Facts For Gatorade •Key costumer segments for total consumption are small scale families and young and old bustling families across the board. Also a high usage in cosmopolitan centers with established couples. These segments reach over 150 which is over half of what is consumed by an average user. •The percentage of the highest index costumers makes over 58% of volume bought. •Core costumers of this category are start up families and young and older bustling families. •Young transitional and independent singles in cosmopolitan and affluent suburban spreads from high to low income should be targeted. •Top competitors are VitaminWater and PowerAde •Demographics for Gatorade consist of younger kids ages 6 - 17 in a household of 4 or more people in a high urban society. The highest consumer is of Hispanic race.

94 144 154 195 82 41 24 127 91 68 100

Total 8.1% 13.5% 11.4% 21.1% 8.1% 5.0% 2.2% 13.4% 9.4% 7.8% 100.0%


Standard 60 Microsegments - BehaviorScape Profile BehaviorStage Start-Up Families - HHs with Young Children Only < 6 Small Scale Families - Small HHs with Older Children 6+ Younger Bustling Families - Large HHs with Children (6+), HOH <40 Older Bustling Families - Large HHs with Children (6+), HOH 40+ Young Transitionals - Any size HHs, No Children, < 35 Independent Singles - 1 person HHs, No Children, 35-64 Senior Singles - 1 person HHs, No Children, 65+ Established Couples - 2+ person HHs, No Children, 35-54 Empty Nest Couples - 2+ person HHs, No Children, 55-64 Senior Couples - 2+ person HHs, No Children, 65+ Total BehaviorStage Start-Up Families - HHs with Young Children Only < 6 Small Scale Families - Small HHs with Older Children 6+ Younger Bustling Families - Large HHs with Children (6+), HOH <40 Older Bustling Families - Large HHs with Children (6+), HOH 40+ Young Transitionals - Any size HHs, No Children, < 35 Independent Singles - 1 person HHs, No Children, 35-64 Senior Singles - 1 person HHs, No Children, 65+ Established Couples - 2+ person HHs, No Children, 35-54 Empty Nest Couples - 2+ person HHs, No Children, 55-64 Senior Couples - 2+ person HHs, No Children, 65+ Total

Cosmopolitan Centers 111 146 211 230 60 42 22 107 80 64 96 Cosmopolitan Centers 1.2% 1.5% 1.5% 3.0% 1.2% 0.9% 0.2% 1.7% 1.0% 0.8% 13.0%

Affluent Suburban Spreads

Comfortable Country 93 141 181 198 74 40 25 99 79 52 104

Affluent Suburban Spreads 1.6% 2.5% 2.2% 5.5% 0.9% 0.6% 0.3% 1.9% 1.8% 1.1% 18.4%

108 140 182 171 77 42 26 96 74 52 96 Comfortable Country 1.5% 2.5% 2.4% 3.5% 0.8% 0.7% 0.4% 1.9% 1.7% 1.2% 16.6%

Struggling Urban Modest Working Cores Towns 128 175 262 234 76 56 32 117 101 82 121

122 154 201 221 74 52 25 101 81 57 100

Struggling Urban Modest Working Cores Towns 1.5% 1.9% 2.9% 2.9% 1.5% 1.0% 0.3% 1.3% 0.8% 0.7% 14.9%

1.9% 2.6% 2.7% 3.5% 1.6% 1.3% 0.5% 1.9% 1.3% 1.2% 18.5%

Plain Rural Living

Total

109 135 152 186 77 47 28 92 78 51 90 Plain Rural Living 1.8% 2.9% 2.6% 3.4% 1.2% 1.1% 0.7% 1.9% 1.7% 1.4% 18.7%

111 146 193 202 72 47 27 100 80 56 100

Total 9.5% 13.8% 14.3% 21.8% 7.1% 5.7% 2.5% 10.5% 8.2% 6.5% 100.0%

Fast facts for Category •The key costumer segments for the product category would be high and low income, younger and older bustling families, small scale families and lower income start up families. •Gatorade has the same core customer as the category although Gatorade has a above average users in small scale families. •For the sports drink category in general I would target young transitionals and independent singles across the board. •The demographic criteria for the brand are black’s and Hispanics with a house hold income of$50,000 or more, ages 35 – 54. the buyer for this category also has anywhere from 3 – 5 people in the house, children 6 – 17 or no children at all. They are in a struggling urban mix and is located in the south Atlantic census.


Snapshot for VitminWater Demographic Skews Channel Summary

% Volume

Total Volume per 100 HHs

Grocery

53%

123.23

Mass Merchandise

23%

53.69

Club

17%

38.51

Drug

3%

6.81

All Other

3%

6.72

Convenience

1%

1.97

Blacks

Total Consumption

Index

19%

162

7%

162

29%

145

Affluent Minipolitan Sprawl

8%

143

Struggling Urban Mix

5%

142

4 person households

19%

138

5 + person households

14%

135

3 person households

22%

133

Income $100,000 +

24%

132

Age 25-34

21%

132

Age 18-24 Children 6-17 only


Glaceau Vitamin Water (SD-Non-Carb : Water-Bottled) Pints Total Consumption BehaviorScape Framework

LifeStyle Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country

Struggling Urban Cores

Modest Working Towns

Plain Rural Living

Total

Start-Up Families HHs with Young Children Only < 6

116

112

131

116

114

70

108

Small Scale Families Small HHs with Older Children 6+

161

180

141

184

133

96

144

Younger Bustling Families Large HHs with Children (6+), HOH <40

165

169

93

164

109

89

125

Older Bustling Families Large HHs with Children (6+), HOH 40+

162

210

144

218

118

110

162

Young Transitionals Any size HHs, No Children, < 35

110

223

159

101

143

59

126

Independent Singles 1 person HHs, No Children, 35-64

72

80

47

81

58

34

61

Senior Singles 1 person HHs, No Children, 65+

16

19

8

28

21

8

16

Established Couples 2+ person HHs, No Children, 35-54

145

131

138

147

173

115

140

Empty Nest Couples 2+ person HHs, No Children, 55-64

123

97

63

83

94

67

85

51

54

50

83

49

29

48

108

130

95

120

98

64

100

BehaviorStage

Senior Couples 2+ person HHs, No Children, 65+ Total

150

200

100

150

50

100

0

50 0 Under $10,000

$10,000 - $19,999

$20,000 - $29,999

$30,000 - $39,999

$40,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000 or More

Age 18 - 24

Age 25 - 34

Age 35 - 44

Age 45 - 54

Age 55 - 64

Age 65 or More


Snap Shot of Powerade Demographic Skews Channel Summary

Total Volume % Volume per 100 HHs

Grocery

71%

6385.71

Mass Merchandise

18%

1630.13

All Other

4%

392.92

Club

4%

374.93

Drug

2%

147.87

Convenience

1%

48.91

Total Consumption

Index

Children 6-17 only

40%

200

5 + person households

21%

193

4 person households

22%

161

Age 35-44

28%

151

Some High School (9-11 yrs)

12%

148

Age 45-54

31%

145

Children under 6 and 6-17

10%

138

Struggling Small City Mix

4%

130

Struggling Country Living

5%

129

22%

128

3 person households


Powerade Ion 4 (Jc,Drk-Can,Btl : Frdrk-O/Cont) Oz. Total Consumption BehaviorScape Framework

LifeStyle Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country

Struggling Urban Cores

Modest Working Towns

Plain Rural Living

Total

Start-Up Families HHs with Young Children Only < 6

63

56

117

96

114

85

88

Small Scale Families Small HHs with Older Children 6+

120

135

190

194

143

186

164

Younger Bustling Families Large HHs with Children (6+), HOH <40

166

160

207

123

178

132

160

Older Bustling Families Large HHs with Children (6+), HOH 40+

200

211

210

152

291

272

225

Young Transitionals Any size HHs, No Children, < 35

50

78

89

98

90

134

89

Independent Singles 1 person HHs, No Children, 35-64

28

23

45

49

63

44

43

6

8

8

20

11

25

14

Established Couples 2+ person HHs, No Children, 35-54

97

104

115

134

150

137

123

Empty Nest Couples 2+ person HHs, No Children, 55-64

61

66

78

85

74

107

80

Senior Couples 2+ person HHs, No Children, 65+

41

30

31

68

37

39

38

Total

75

94

108

100

106

109

100

BehaviorStage

Senior Singles 1 person HHs, No Children, 65+

150

200

100

150

50

100

0

50 0 Under $10,000

$10,000 - $19,999

$20,000 - $29,999

$30,000 - $39,999

$40,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000 or More

Age 18 - 24

Age 25 - 34

Age 35 - 44

Age 45 - 54

Age 55 - 64

Age 65 or More


Snap Shot Of Gatorade Gatorade (Jc,Drk-Can,Btl : Frdrk-O/Cont) Oz. Total Consumption BehaviorScape Framework

LifeStyle Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country

Struggling Urban Cores

Modest Working Towns

Plain Rural Living

Total

Start-Up Families HHs with Young Children Only < 6

83

82

135

111

86

75

94

Small Scale Families Small HHs with Older Children 6+

154

159

175

130

119

126

144

Younger Bustling Families Large HHs with Children (6+), HOH <40

157

142

120

271

139

125

154

Older Bustling Families Large HHs with Children (6+), HOH 40+

275

225

170

152

198

147

195

Young Transitionals Any size HHs, No Children, < 35

97

79

67

94

64

88

82

Independent Singles 1 person HHs, No Children, 35-64

45

30

38

31

48

47

41

Senior Singles 1 person HHs, No Children, 65+

17

22

18

20

27

31

24

Established Couples 2+ person HHs, No Children, 35-54

201

128

111

89

117

116

127

Empty Nest Couples 2+ person HHs, No Children, 55-64

95

78

95

103

93

92

91

Senior Couples 2+ person HHs, No Children, 65+

76

68

64

64

73

66

68

115

110

102

103

90

87

100

BehaviorStage

Total

150

150

100

100 50

50 0 0 Age 18 - 24

Age 25 - 34

Age 35 - 44

Age 45 - 54

Age 55 - 64

Age 65 or More

Under $10,000

$10,000 - $19,999

$20,000 - $29,999

$30,000 - $39,999

$40,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000 or More


Channel Summary

% Volume

Grocery Mass Merchandise Club All Other Drug Convenience

60% 18% 12% 7% 3% 1%

Total Volume per 100 HHs

5373.23 1589.33 1051.38 635.16 290.42 56.29

Demographic Skews 5 + person households Children 6-17 only 4 person households Urban High Society Hispanics Age 45-54 3 person households Children under 6 and 6-17 Income $100,000 + Affluent Country Living

Total Consumption

19% 35% 22% 5% 16% 30% 23% 10% 24% 4%

150 100 50 0

• •

• • • •

Under $10,000

$10,000 - $19,999

$20,000 - $29,999

$30,000 - $39,999

$40,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000 or More

The top competitors with similar consumers are Capri Sun and Cool-Aid Jammers. The variance between the top competitors of Gatorade and the ones I chose attract two different markets. While Capri Sun, Cool-Aid, and Gatorade share the same competitors, Gatorade should focus on targeting consumers in the sports drink category. The biggest channel to distribute Gatorade in should be grocery stores. They hold 60% volume for every 100 house holds. Most of volume comes from upper class cosmopolitan areas, suburban spreads and comfortable country. The demographic attributes are the number of persons, householder age and presence of children. Important census divisions for the brand are south Atlantic, and middle Atlantic with the highest index. The highest volume also comes from these two regions reaching 23% in the south Atlantic.

Index

175 172 155 150 142 140 139 137 132 127


Snap Shot of Category TOTAL FRUIT DRINKS-OTHER CONTAINER (JC,DRK-CAN,BTL) OZ. Total Consumption BehaviorScape Framework

LifeStyle Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country

Struggling Urban Cores

Modest Working Towns

Plain Rural Living

Total

Start-Up Families HHs with Young Children Only < 6

111

93

108

128

122

109

111

Small Scale Families Small HHs with Older Children 6+

146

141

140

175

154

135

146

Younger Bustling Families Large HHs with Children (6+), HOH <40

211

181

182

262

201

152

193

Older Bustling Families Large HHs with Children (6+), HOH 40+

230

198

171

234

221

186

202

Young Transitionals Any size HHs, No Children, < 35

60

74

77

76

74

77

72

Independent Singles 1 person HHs, No Children, 35-64

42

40

42

56

52

47

47

Senior Singles 1 person HHs, No Children, 65+

22

25

26

32

25

28

27

Established Couples 2+ person HHs, No Children, 35-54

107

99

96

117

101

92

100

Empty Nest Couples 2+ person HHs, No Children, 55-64

80

79

74

101

81

78

80

Senior Couples 2+ person HHs, No Children, 65+

64

52

52

82

57

51

56

Total

96

104

96

121

100

90

100

BehaviorStage

150

200

100

150

50

100

0

50 0 Under $10,000

$10,000 - $19,999

$20,000 - $29,999

$30,000 - $39,999

$40,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000 or More

Age 18 - 24

Age 25 - 34

Age 35 - 44

Age 45 - 54

Age 55 - 64

Age 65 or More


Channel Summary

% Volume

Grocery Mass Merchandise Club All Other Drug Convenience

59% 23% 10% 6% 1% 1%

Total Volume per 100 HHs

60312.33 23108.90 9903.66 6369.75 1231.46 523.16

Demographic Skews

Total Consumption

5 + person households Children under 6 and 6-17 Children 6-17 only Blacks 4 person households Age 35-44 Struggling Urban Mix Hispanics Age 45-54 3 person households

21% 14% 35% 19% 22% 27% 5% 16% 27% 21%

Index

200 100 0 White

• • •

• • •

Black

Hispanic

Other

The category has Vitamin Water and Powerade as competitors in the same market. The biggest channel that is distributing the products are grocery stores reaching almost 60% volume and mass merchandise stores reaching 23%. Most of the volume attributes are coming from households with increased amount of people in the house and how many children are present. Mostly located in the South Atlantic region holding 22.2% volume and 111 index. For the competitors vitamin water has the majority of the upper left hand quadrant of consumers, while Powerade and Gatorade share small scale families, younger and older bustling families across the board. The category reaches the censes on south Atlantic, middle Atlantic and east north central. Although Vitamin Water has the most targeting in the Mountain, Middle Atlantic and New England Census. I don’t believe any of these brands would be a good idea to do a cross promotion with simply because they are Gatorades competitors.

200 185 176 161 160 147 143 137 128 127


LifeStyle BehaviorStage Start-Up Families HHs with Young Children Only < 6 Small Scale Families Small HHs with Older Children 6+ Younger Bustling Families Large HHs with Children (6+), HOH <40 Older Bustling Families Large HHs with Children (6+), HOH 40+ Young Transitionals Any size HHs, No Children, < 35 Independent Singles 1 person HHs, No Children, 35-64 Senior Singles 1 person HHs, No Children, 65+ Established Couples 2+ person HHs, No Children, 35-54 Empty Nest Couples 2+ person HHs, No Children, 55-64 Senior Couples 2+ person HHs, No Children, 65+ Total

Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country

Struggling Urban Cores

Modest Working Towns

Plain Rural Living

Total

83

82

135

111

86

75

94

154

159

175

130

119

126

144

157

142

120

271

139

125

154

275

225

170

152

198

147

195

97

79

67

94

64

88

82

45

30

38

31

48

47

41

17

22

18

20

27

31

24

201

128

111

89

117

116

127

95

78

95

103

93

92

91

76

68

64

64

73

66

68

115

110

102

103

90

87

100

Reaching the Consumer • I grouped Modest working Towns and Plain Rural Living, from Start-up Families to Independent Singles. I grouped these cells together because I would like to see increase in totals down the board of these 2 categories. •I choose these particular segments because I can see it would take what competitors have not yet reached. Although a few of the behavior stages are fairly high in index in the lifestyles, the life styles I have chosen have not reach 100 percent in index yet. •Vitamin Water has a very low index within these lifestyle categories. Although PowerAde users do have an index were people in these categories consume over double their product. •I believe by marketing into these lifestyles Gatorade will have opportunity to make PowerAde users to brand switchers.


low income prospects index modest working-rural Geography Name Total % HHs

20762 Andrews Air Force Base MD 23459 Virginia Beach VA 23460 Virginia Beach VA 23461 Virginia Beach VA 23521 Norfolk VA 23604 Fort Eustis VA 23665 Hampton VA 29207 Columbia SC 30905 Augusta GA 31098 Warner Robins GA 31409 Savannah GA 32212 Jacksonville FL 32214 Jacksonville FL 32227 Jacksonville FL 32403 Panama City FL 32508 Pensacola FL 33039 Homestead FL 33621 Tampa FL 35808 Huntsville AL 35898 Huntsville AL 36115 Montgomery AL 42223 Fort Campbell KY 28308 Pope A F B NC 23651 Fort Monroe VA 28310 Fort Bragg NC 31315 Fort Stewart GA 31314 Fort Stewart GA 21005 Aberdeen Proving Ground MD 28307 Fort Bragg NC

0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.01% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.01%

Target % HHs

Target % Pen

0.01% 0.00% 0.00% 0.00% 0.00% 0.01% 0.01% 0.01% 0.01% 0.01% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.04% 0.00% 0.00% 0.02% 0.02% 0.00% 0.01% 0.02%

100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 99.75% 98.77% 98.41% 97.17% 96.38% 96.10% 95.03%

Target Index

Target HHs

434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 433 429 427 422 419 417 413

1,552 108 67 176 373 973 1,302 813 987 1,050 85 8 332 69 508 316 18 521 389 3 213 3,822 279 293 2,078 1,637 433 757 2,220

Target Ranking Report by Zip Code •The most potential I would have to reach my target would be in Virginia Beach, Jacksonville Florida because that’s where the least amount of targeted households are being reached. Also the 23400 – 23500 in Virginia Beach should be targeted as well. •A few marketing strategies could be about beating dehydration in the heat of these states.


low income prospects index modest working-rural Store Name

Store Address Total % HHs

Target % HHs

Target % Pen

Target Index

Target HHs

FAMILY DOLLAR

7815

1238 Espejo Molina Rd: Laredo TX: 78046

0.00%

0.00%

100.00%

370

783

FAMILY DOLLAR

4405

11420 Socorro Rd: El Paso TX: 79927

0.00%

0.00%

100.00%

370

608

FAMILY DOLLAR

4996

326 S Alton Blvd: Alton TX: 78573

0.00%

0.00%

100.00%

370

595

FAMILY DOLLAR

5808

3913 Loop 20: Laredo TX: 78043

0.00%

0.00%

100.00%

370

854

DOLLAR GENERAL

9207

1651 S Veterans Blvd: Eagle Pass TX: 78852

0.00%

0.00%

100.00%

370

595

DOLLAR GENERAL

9605

11401 Socorro Rd: Socorro TX: 79927

0.00%

0.00%

100.00%

370

762

DOLLAR GENERAL

9208

3800 S Zapata Hwy: Laredo TX: 78046

0.00%

0.00%

100.00%

370

561

2905 Zapata Hwy S: Laredo TX: 78049

0.00%

0.00%

100.00%

370

712

4401 Highway 83 South: Laredo TX: 78046

0.01%

0.03%

100.00%

370

6,310

12686 Alameda Ave: Clint TX: 79836

0.00%

0.00%

100.00%

370

919

FAMILY DOLLAR

6744

WAL MART SUPERCENTER DOLLAR GENERAL

10533

3623

FAMILY DOLLAR

7348

12201 Socorro Rd: San Elizario TX: 79849

0.00%

0.00%

100.00%

370

927

FAMILY DOLLAR

7596

4021 N la Homa Rd: Mission TX: 78574

0.00%

0.00%

100.00%

370

612

FAMILY DOLLAR

7450

3307 W 5 Mile Line: Mission TX: 78574

0.00%

0.00%

100.00%

370

774

DOLLAR GENERAL

3000 W Mile 3 Rd: Mission TX: 78574

0.00%

0.00%

100.00%

370

618

FAMILY DOLLAR

8002

2817 W 7 Mile Rd: Mission TX: 78574

0.00%

0.00%

100.00%

370

780

FAMILY DOLLAR

8559

DOLLAR GENERAL DOLLAR GENERAL FAMILY DOLLAR

11097

4221 S Raul Longoria Rd: Edinburg TX: 78542

0.00%

0.00%

100.00%

370

440

5847

4406 S Raul Longoria Rd: Edinburg TX: 78542

0.00%

0.00%

99.72%

369

580

11240

4401 W 7 Mile Line: Mission TX: 78572

0.00%

0.00%

99.38%

368

776

5627 El Indio Hwy: Eagle Pass TX: 78852

0.00%

0.00%

99.02%

367

594

7826

Targeted Ranking by Stores •Its clear that looking at the chart above, the best chain of stores to Gatorade through is Dollar General, Family Dollar and Wal-Mart's which target the most house holds. •Other chains I would target to sell the product in other than the ones above would be, Meijer, Target, HEB, and Wagmans Food Market. •I would start by putting Point of Purchase displays in the stores , as well as a buy one get one free or discounted cases.


low income prospects index modest working-rural Product

Total Consumption - Total Volume per 100 HHs Total Measure

Target Measure

Target Index

Magzn Select Titles Pop Star (Books & Magazines : Magzn Select Titles) Ct. ***

0.27

0.55

205

J 14 (Books & Magazines : Magzn Select Titles) Ct. ***

0.47

0.95

202

Seventeen (Books & Magazines : Magzn Select Titles) Ct. ***

0.37

0.70

190

Tiger Beat (Books & Magazines : Magzn Select Titles) Ct. ***

0.35

0.66

189

All You (Books & Magazines : Magzn Select Titles) Ct.

3.06

4.51

148

Time Dstrbtn Srvc-Wp (Books & Magazines : Magzn Select Titles) Ct.

3.57

5.16

145

Sophisticates (Books & Magazines : Magzn Select Titles) Ct. ***

0.26

0.36

140

Cosmopolitan (Books & Magazines : Magzn Select Titles) Ct. **

1.15

1.46

127

In Touch (Books & Magazines : Magzn Select Titles) Ct.

6.90

8.14

118

Shape (Books & Magazines : Magzn Select Titles) Ct. ***

0.36

0.39

109

Best Books And Magazines To Advertise In â&#x20AC;˘Above are the top ten magazines and books to advertise in. The index for total consumption of volume is highest in the first top four, but reaching the yellow index segment would be a good idea as well because those have higher target measurements. â&#x20AC;˘It seems the young adult magazines are of popularity in the target. A good marketing program might be to have a contest or sweepstakes through Gatorade. Another idea would be to think of someway to sponsor a high school team for an event or have a contest between high schools within a low income area.


low income prospects index modest working-rural Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index

Product Snacks - Health Bars & Sticks Snickers Marathon (Snacks : Snks-Health Bars & Stks) Oz. ** Private Label (Snacks : Snks-Health Bars & Stks) Oz. Kashi Go Lean Roll! (Snacks : Snks-Health Bars & Stks) Oz. *** Tigers Milk (Snacks : Snks-Health Bars & Stks) Oz. *** Premier Protein (Snacks : Snks-Health Bars & Stks) Oz. *** Planters Nutrition (Snacks : Snks-Health Bars & Stks) Oz. Balance Bar Gold (Snacks : Snks-Health Bars & Stks) Oz. * Worldwide Pure Protein (Snacks : Snks-Health Bars & Stks) Oz. Kelloggs Special K Protein (Snacks : Snks-Health Bars & Stks) Oz. ** Soyjoy (Snacks : Snks-Health Bars & Stks) Oz. * Odwalla (Snacks : Snks-Health Bars & Stks) Oz. * Eas Myoplex (Snacks : Snks-Health Bars & Stks) Oz. *** Power Bar Harvest (Snacks : Snks-Health Bars & Stks) Oz. * Power Bar Protein Plus (Snacks : Snks-Health Bars & Stks) Oz. * Power Bar Triple Threat (Snacks : Snks-Health Bars & Stks) Oz. * Power Bar (Snacks : Snks-Health Bars & Stks) Oz. *

13.98 78.17 2.28 12.52 23.63 44.34 16.68 78.93 8.22 16.22 13.92 3.31 22.30 17.24 21.20 37.31

22.17 110.57 2.88 14.60 27.67 49.20 17.78 83.24 8.45 16.57 13.59 3.22 21.48 16.57 20.39 34.60

159 141 126 117 117 111 107 105 103 102 98 97 96 96 96 93

Co-Promotion For Health Bars/Snacks • •

I chose Health bars because an energy drink and a healthy snack or pre work out bar would maintain the image of staying healthy and eating healthy. They best opportunity in my opinion would be to team up with Power Bar, Premier Protein or planter nutrition bars. I believe so-branding with these company's would make the most sense since these would be the most popular snack bars people would eat before and immediately after working out. These brands specifically would still help maintain either brands image. The most potential brands to work with would be Snickers Marathon Bar, Private Label, and Kashi. These brands do hold the leading spots in the target index but would portray a confusing image to Gatorade users.


low income prospects index modest working-rural Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index

Product Trail Mixes Sahale Snacks (Snacks : Trail Mixes) Oz. ** American Importing Company-NBL (Snacks : Trail Mixes) Oz. * Kars (Snacks : Trail Mixes) Oz. * Emerald Breakfast On The Go! (Snacks : Trail Mixes) Oz. Waymouth Farms Inc-NBL (Snacks : Trail Mixes) Oz. *** Good Sense (Snacks : Trail Mixes) Oz. ** General Mills Chex Mix (Snacks : Trail Mixes) Oz. * Ocean Spray Craisins (Snacks : Trail Mixes) Oz. * Planters Nutrition (Snacks : Trail Mixes) Oz. Emerald Harmony (Snacks : Trail Mixes) Oz. *** Private Label (Snacks : Trail Mixes) Oz. Planters (Snacks : Trail Mixes) Oz. Naturally Select (Snacks : Trail Mixes) Oz. *

5.19 20.63 50.02 62.40 6.59 10.61 14.71 11.51 37.61 13.74 1064.17 83.20 23.48

6.39 25.13 60.50 75.64 7.86 12.07 15.06 11.55 37.22 13.42 1031.98 81.07 22.75

123 122 121 121 119 114 102 100 99 98 97 97 97

Co-Promotion For Trail Mix •

I Choose to Co-brand with trail mixes because it is a healthy snack that everybody loves. Since nuts have an image of healthiness and natural energy for the body, it would be a good idea to team up Gatorade with one of these brands. The best brand opportunity would be for Gatorade to pair up with Sahale Snacks, American Importing Company, Kars, Emerald Breakfast On The Go!, and Waymouth Farms. These brands do hold the highest Target Index, but Gatorades image may not collaborate so well with these brands. Brands that would work well together and that will maintain Gatorades image would be Ocean Spray Craisins and Planters. These are more well known brands and will have the best potential for a promotion.


low income prospects index modest working-rural Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index

Product Complete Nutritional Products Pediasure (Vitamins : Complete Nutritional Product) Oz. ** Boost Kid Essentials (Vitamins : Complete Nutritional Product) Oz. *** Private Label (Vitamins : Complete Nutritional Product) Oz. Boost (Vitamins : Complete Nutritional Product) Oz. TOTAL COMPLETE NUTRITIONAL PRODUCTS (VITAMINS) OZ. Boost Plus (Vitamins : Complete Nutritional Product) Oz. ** Glucerna (Vitamins : Complete Nutritional Product) Oz. * Ensure (Vitamins : Complete Nutritional Product) Oz. Minerals Lil Critters Calcium Gmy Brs (Vitamins : Minerals) Ct. *** Applied Nutrition (Vitamins : Minerals) Ct. *** Now (Vitamins : Minerals) Ct. *** Rexall (Vitamins : Minerals) Ct. ** Vita Fusion (Vitamins : Minerals) Ct. *** Slow Fe (Vitamins : Minerals) Ct. **

361.65 58.37 508.23 621.57 3369.74 59.85 235.15 1435.44

510.27 73.22 472.00 515.97 2579.73 37.76 125.93 758.25

141 125 93 83 77 63 54 53

139.81 17.98 57.68 48.39 38.61 35.78

172.86 17.39 54.00 43.91 33.31 30.32

124 97 94 91 86 85

Co-Promotion For Multi-Vitamins • •

Multi-Vitamins are part of a healthy lifestyle and so is part of Gatorades image. The best opportunities for Co-Promoting vitamins and minerals would be Pediasure, Boost Kid Essentials and Lit Critters calcium gummy bears. These vitamins listed are vitamins specifically for children and might not reach the full potential of possible adult costumers. The brands with most potential would be the whole Boost brand (children and adults) and Ensure. Using these brands to Co-promote healthiness and exercise would also hold good potential. Co-Branding with all of Boosts products would be the most ideal because children and adults will be reached.


low income prospects index modest w orking-rural Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index

Product Gin Seagrams Extra Dry (Liquor : Gin) 16 oz. ** New Amsterdam (Liquor : Gin) 16 oz. *** Gilbeys (Liquor : Gin) 16 oz. *** Gordons (Liquor : Gin) 16 oz. ** TOTAL GIN (LIQUOR) 16 OZ. Beefeater (Liquor : Gin) 16 oz. *** Bombay Sapphire (Liquor : Gin) 16 oz. ** Fleischmanns (Liquor : Gin) 16 oz. *** Tanqueray (Liquor : Gin) 16 oz. **

5.79 1.66 2.91 6.84 45.26 5.06 2.00 2.78 4.09

3.04 0.83 1.36 2.53 16.23 1.83 0.71 0.86 1.25

53 50 47 37 36 36 36 31 31

Co-Promotion for Gin and Vodka •

Co-Promoting an alcoholic brand is the opposite of Gatorades image but might have some good potential to raise revenues. The brand does not necessarily have to promote mixing a gin with Gatorade but I could promote rejuvenation the morning after a night out in the town. I believe Tanqueray Gin, Svedka Vodka and UV Vodka would be the best brands to work with because of their hip image. Having the 2 brands with similar images would keep each brand interesting and would be a clever way to promote hydration as well. Seagrams Gin, New Amsterdam Gin, Taaka Vodka and Burnetts Vodka would be the best opportunity. Yet, some may say the images of Gatorade and one of these brands might not be a good Co-Promotion because these brands are known as classy sophisticated brands that work solely within the brand itself.


Targeting Local Behaviors •

Top five radio stations

WSH:M-F 10am-3pm aqh(WIHT FM 10AM - 3PM M-F) *** WSH:M-F 10am-3pm cume(WIHT FM 10AM - 3PM M-F) *** WSH:M-F 5am-7am cume(WTTG TV 5AM-7AM M-F) *** WSH:M-S 6am-mid aqh(WIHT FM 6AM - MID M-S) ** WSH:M-S 6am-mid aqh(WINC FM 6AM - MID M-S) ***

21.10% 17.81% 6.29% 2.26% 5.75%

33.27% 31.33% 15.70% 3.98% 9.90%

158 176 250 176 172

3.26%

7.93%

243

9.14% 9.51%

18.47% 23.55%

202 248

3.64% 2.39% 3.45% 4.26% 3.94% 4.32% 2.26%

5.27% 3.22% 4.13% 5.65% 4.92% 5.37% 2.78%

145 135 120 133 125 124 123

Top stores

NEW:Audio/video stores bought past 12 months (HHLD)(Target) * NEW:Audio/video stores bought past 12 months (HHLD)(Wal-Mart) *

165 167 153 158 174

Top news paper

NEW:CUME Daily newspapers(Asbury Park Press) **

0.63% 13.73% 10.66% 0.67% 0.23%

Top five recreational activities

NEW:Activities past 12 months(Bicycling) NEW:Activities past 12 months(Bowling) NEW:Activities past 12 months(Camping) ** NEW:Activities past 12 months(Sail boating) *** NEW:Activities past 12 months(Soccer) **

0.38% 8.22% 6.98% 0.42% 0.13%

Reason why target travels

NEW:Airlines used for personal/vacation reasons(Southwest) *** NEW:Airlines used for personal/vacation reasons(Spirit) *** NEW:Airlines used for personal/vacation reasons(United) ** NEW:Airlines used for personal/vacation reasons(USAirways) ** NEW:Airlines used for business reasons(JetBlue) *** NEW:Airlines used for business reasons(Other airline) ** NEW:Airlines used for business reasons(USAirways) ***


Nielsen Spectra Assignment