Post on 18-Sep-2014
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transcript
PowerPoint Presentation
GATORADEPOWDER
THE CHALLENGEMake powder sexy to the high school high-performance athleteOver 300 Facebook ad survey responses
Secondary Research
10 In-depth Interviews
Attended Live Practices and Games Our campaign will transform the way high school athletes view practice, while reinforcing the drink proven toclose the performance gap
123SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
GATORADE SWOT Competition - Powerade/Water Product substitution Science and innovation Strong brand name recognition Strong reputation among athletes Own game days Cost-prohibitive 3-drink system Large container sometimes awkward to carry around No drink owns practice Product line and services expansionStrengthsOpportunitiesWeaknessesThreatsSWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
COMPETITIVE ANALYSIS
SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
RESEARCHSECONDARY RESEARCHPowdered drinks are piggybacking off booming enhanced waterMintelGatorade was first proven in practice to help Florida football boost game time performanceBevspectrum.comThere are 550,000 Google searches for Gatorade each month. 9,900 for Gatorade powderBevspectrum.comDuring the late 60s, Gatorade released both powder and RTD forms. The two were neck and neck in sales until Gatorades RTD took on a glass form and sales left powder behindDeerfield
SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeRESEARCHTHE DISCONNECT
SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeRESEARCHTHE DISCONNECT
SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
RESEARCHTHE DISCONNECT92% drink whatever isaround when they get thereGatorade is described as helpful andbeneficial80% agree hydration is just as important in practice36% dont bring anything to drinkto practicePractice is where it all starts I dontbring Gatorade to practice...because I dont think its asimportantSWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
TARGET MARKETThey hate practice love the resultsPractice moreTHE NEXT _________.They dream about what it will be like to hit the game winning shot
Practice harderSWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
CONSUMER INSIGHTSPut game status far before practice, Know practice is essential and the base of everythingDont connect the dots that practice preparation = game preparationWork longer, harder, and sweat more during practicesTHE ATHLETESWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
CONSUMER INSIGHTSBring Gatorade to the practice boost your game performanceTHE OPPORTUNITY
SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
CONSUMER INSIGHTSEnter Gatorade powder. Grab a pack, pour it in your water bottle at practice, and you instantly have elevated practice to game statusThe opportunity exists to capitalize on practiceTHE OPPORTUNITY
SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
THE OPPORTUNITYBRAND MODELWhy drink Gatorade powder when you get it in a bottle?Brand Position:Future Brand:Gatorade Powder unlocks your game day potential at practiceConceptual Target: Athlete on the RiseElevate over the competitionCore Desire:SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
THE OPPORTUNITYBRAND MODELGatorade powder is the main ingredient to unlock both practice and game time performanceRole of the Brand:Compelling Truth:Selling Idea:Gatorade Powder unlocks game performance at practiceGatorade Powder gives high school athletes the same scientific benefits of an RTD in a perfect-for-practice formSWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
STRATEGYAthletes think practice is important but they dont treat it like a gameInsight:Challenge:Elevate practice to game statusBig Idea:Endorse practice as a part of the gameThis is the main ingredientArticulation:THE BRENT ANDERSON MODELSWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
Beginning of each pulsing cycle
Increase awareness of campaign
Spots promoted onlineHERES WHYTELEVISION
HERES WHYMagazinesMagazineIndexReadersESPN The Magazine20915M+Sports Illustrated17721M+ESPN Rise1691M+
EXECUTIONS
SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeEXECUTIONS
SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeEXECUTIONS
SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeEXECUTIONS
SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeEXECUTIONS
SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge56,858,200 users ages 13-18 in the US
11,080,720 Like Gatorade, basketball, football, or soccerUsing to promote video campaign
3 largest networks have over 300M unique visitors - 1/4 being target audience age12 times increased message recall over raditional display advertising
Type-ins increased brand recall 111%
HERES WHYFACEBOOKVIDEO AD NETWORKSCAPTCHA
MADDEN 2012EXECUTIONS
SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeIn-game advertising across various EA titles increased household dollars spent on Gatorade by 24 percent
-David KiefaberHERES WHYVIDEO GAMES
Over 100 million gaming U.S. households
MEDIA PLANTotal Cost: $29,000,000
3 Flights July 2011 June 2012
SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
THE CHALLENGEMake powder sexy to the high school high-performance athlete1SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
OUR RESPONSESWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
Our campaign will transform the way high school athletes view practice, while reinforcing the drink proven to close the performance gap:GATORADE POWDER
OUR PROMISESWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge
THANK YOUSWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeSpencer Colvin Mark Hammer Mike Dalton Jason Alleger Jud Kennedy Wes Collett Nick Wible Stephen Stewart Ari Alius Miriam Blanco