final big ten contest results (nx power lite)
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Big Ten Tournament
and
Creator and Project Manager Mike Wedding
Steps on Customized Sports Marketing Program
1. The Idea
Leverage the Big Ten Basketball Tournament with the Gatorade Playbook in an effort to drive sales, share, and Inventory on Display with Marsh.
Event - Gatorade 8pk Event – 2-10-11 to 3-9-11Where - Indianapolis/Marsh IRI market
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2. The processRSL- secure ticket assetsRSL- Work with Sports Marketing to create event specific POSAM/ RSL – Coordinate event timing and execution
3. The Follow upEngage PWS Cat Man to pull weekly IRI data to show effects of the contest.
Put together presentation to show results and communicate to leadership
Gain in-store excitement around:
Men’s Big Ten Basketball Tournament March 10th -13th 2011
Championship Game on Sunday the 13th at 3:30pm
Semi-Finals on Saturday the 12th at 1:40pm
Quarter Finals on Friday the 11th at 6:30pm
Conseco Fieldhouse Indianapolis
In store : Promo Support- 8pk Mods available 2/10 begins 4 weeks of Gatorade 8pks at 2/$10Must have displays up all 4 weeks
Display contest guidelines:2-10-11 to 3-9-11
Top 6 Stores to – Increase sales on Gatorade 8pk same time period 2010 will win 2 tickets each to :
Stores #1 and #2Championship Game on Sunday the 13th at 3:30pm
Stores #2 and #3Semi-Finals on Saturday the 12th at 1:40pm
Stores #4 and #5Quarter Finals on Friday the 11th at 6:30pm
ALL TICKETS ARE FRONT ROW, HALF COURT!
Event specific POS created
Case cards and pole toppers
Gatorade 8pk3 weeks AD2/$10 2-10-11 to 3-2-11
Promotional Support
*GATORADE INSTA HOOP BASKETBALL GOAL
GATORADE BASKETBALL GOAL
DANGLER/POLE TOPPER
Full Vendor Support •Deliver and place POS
*Offer special POS to those who really want to win the Championship!
Gatorade Towels
*Gatorade Coolers
Stores that are receiving 54 case pallet:1,2,3,14,18,19,20,21,31,33,34,37,38,40,41,44,45,49,52,53,54,56,58,66,75,79,80,83,89,90,93,96,101,104,116,206,303,307,327
Total CategoryTotal Category +28.3% +28.3% +13.6% +13.6%
Total GatoradeTotal Gatorade +44.6% +44.6% +34.4% +34.4%
Total Gatorade 8pkTotal Gatorade 8pk +112.5% +112.5% +163.2% +163.2%
Sales Results Big Ten Tournament Contest
4 weeks ending 3/7/11
Dollar Sales Dollar Sales %ChYa%ChYa
Unit Sales Unit Sales %ChYa%ChYa
Gatorade 20oz 8pk Inv on Disp %ChYa : +637.9%Gatorade 20oz 8pk Inv on Disp %ChYa : +637.9%
Source: IRI Scanner Data; 4 weeks ending 3/7/11; Marsh Corp RMA
Marsh Gatorade share 76.0% +3.3 points ( IRI data Current Year to date (Q) Ending Feb 20 2011)
Marsh #94 Muncie, Indiana Marsh #310 Muncie, Indiana
Marsh #55 Bloomington, Indiana Marsh #54 Bloomington, Indiana
Marsh #331 Muncie, Indiana Marsh #71 Hartford City, Indiana
Marsh #95 Muncie, Indiana Marsh #17 Fishers, Indiana
Marsh #41 82nd Street Indianapolis, Indiana- 2 displays
A big “Thank You” to the following people for making this event a great success!
PepsiCo Warehouse Sales
Chris Bethel Tim Wilcoxen
Suzanne Meert Serena Watts
Victoria Martin-Myers Megan Davis
Jim Miller Mike Wedding
Advantage Sales & Marketing
Derrick Ramsey
Pam Ulch
Dave Bush
Judy Dugger
Truly a Team Effort!
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