• Our message

•About PreGame

• IMC Plan

• Background • Culture and Identity • Success

• Coca-Cola’s only sports drink available in North America

• Marketed as a thirst quencher that replenishes carbohydrates and minerals lost during intense activity and sports

• Variety of flavors

• Sold in more than 45 countries worldwide

Distribution Channels:• Retail stores• Convenience stores• Supermarkets

Size of the Markets:• The Energy Drink market is a “…fast growing $2 billion a year… market”• The Sports Drink market is a $5 billion a year market

Potential Growth/Profitability:• Energy Drink market is the fastest growing beverage category• Sports Drink market is the 3rd fastest growing beverage category

Barriers to Entry:• Formula• Potential government regulations

Trends in the Marketplace and Keys to Success:• Packaging and labeling• Want for a healthier alternative

Direct Competitors

Gatorade Performance Series Energy Drink

• B vitamins and antioxidants• High-carbohydrate loaded • Taken before activity for quick, sustained energy• Taken after activity for muscle recovery• Proper nutrition for peak performance• Three juice-like flavors called wild berry, grape, and orange

Red Bull Energy Drink

• Improves performance (especially for increased physical and mental strain)• Increases concentration• Improves reaction speed• Stimulates metabolism• Ability to be used in any situation be it work, playing sports, socializing, studying, working, and driving

Demographic Age: 16-40 (not recommended for individuals >40 years old due to heart risk)Gender: Male; female Race: AnyIncome (per year): Any Education: High school; college Occupation: Student; professional; anyMarital Status: Single; married

Geographic Region: Athletes come from all parts of the world to attend colleges/universities in the United States. The test market for our product will start on college campuses, followed by big sports schools like Duke U., U. of North Carolina, etc.

Psychographics Lifestyle: Athletic lifestyle; larger, out of shape individuals who want/need added motivation to exercise; individuals who use the success of athletes to energize their routinePersonality: Very self conscious and very competitive; they want to be the above average athleteValues: Status-oriented, some action-oriented: Energy drinks get them off their feet, keeps them moving. Helps concentration and performance.

Behavioral Occasions: Before sports activity; before going to work; before any activity that requires stamina and focusBenefits: Keeps user alert, awake, and provides extra stamina and endurance.User Status: Potential user; first-time user; regular userUsage Rate: Medium to heavy usersLoyalty: Medium to absoluteReadiness Stage: Aware; interested; desirous; intending to buyAttitude Toward Product: Enthusiastic; positive; indifferent

1. Gain 10% of the U.S. sports energy drink market in the first year

3. Generate brand knowledge of the Powerade PreGame brand among 35% of the target market

2. Generate awareness of the Powerade PreGame brand among 50% of the target market

For college athletes who are dissatisfied with poor-tasting energy drinks. Our product is called Powerade PreGame, which has the right amount of natural stimulants for sustained energy to give anathlete the “advantage” before the game has even started, unlike other energy drinks that have too much caffeine and aren’t designed with the true athlete in mind.

Promotion

• Advertising • Sales promotion events • Interactive Web site

Product, Price, Placement, and Promotion

Product

• Sports energy drink• 8-ounce sports bottle• Powerade flavors• Energizes one’s body and mind before physical activity• Only energy drink approved by the National Collegiate Athletic Association

Price

• market penetration pricing • $1.50 per bottle

Placement

• Selective distribution • Convenience and grocery stores• Boston College, Duke University, University of Southern California, Syracuse University, Michigan State University

 

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EVENTS/SALES PROMOTIONS                                                              

                                                                         

INTERACTIVE                                                                        

                                                                         

PRINT ADVERTISMENTS                                                              

                                                                         

• Pre-emptive

• Cost-leadership

• Deliver consistent message

• Capture a large share of the target audience

• Differentiation

Brand Image: Powerade PreGame is a sports energy drink that college athletes should drink before every competition

Test market: Northeast Region—Boston CollegeSoutheast Region—Duke University

Southwest Region—University of Southern CaliforniaNorth Central Region—Syracuse University

North Central Region—Michigan State University

• Selective distribution strategy • Distributed directly from manufacturer to retailer• Grocery stores and convenience stores in/around college campuses • Vending machines and snack bars at college athletic facilities

Powerade Pregame Budget

Advertising30%

Signage30%

PR30%

Sponsorships9%

Technology1%

Advertising

Signage

PR

Sponsorships

Technology

• Sales tracking

• Consumer feedback

• Link ads to the website