2012 Media Plan Recommendation for Gatorade

Niko Vergis

PURPOSE

• The purpose of this media plan is to provide Gatorade with media target recommendations for this upcoming calendar year.

SWOT Strengths • Innovative • Restores electrolytes, nutrition, and

quenches thirst • Strong brand equity • Keeps market difficult for other

competitors to take over • Loyal costumers • Product variation • Worldwide distribution Weaknesses • Too much selection • not enough sales overseas • Too much exposure as a leader

Opportunities • More expansion overseas • Emerging markets • Expanding products and services • Upcoming athletes and sports to

sponsor Threats • Vitamin water • PowerAde • 5 hour energy • Other energy products and beverages

MARKETING OBJECTIVES

• Maintain Gatorade as the number one sports energy drink.

• Continue to hold the largest market share in the category.

• Increase sales by 20%.

• Market 30% of Gatorade towards women, and build a sector of the brand directed towards them.

• Continue to endorse all athletes through all media mediums.

• Elaborate on more science behind the formula.

MEDIA OBJECTIVES

• Continue to build year round awareness about Gatorade and effectively communicate the technical advantages and benefits of the brand.

• Target males between 18-34 years old that buy the product on average 3 times a week.

• Sustain awareness by reaching 30% of our users at least once a month.

• Build a bigger relationship between woman and the brand.

TARGET AUDIENCE

• Male

• 18 – 34 years old

• Single

• American Indian/Alaskan Native

• HHI <$20,000

• High school Education

• Construction/maintenance

GEOGRAPHY

• Gatorade will focus in the United States and try to increase frequency around the world.

• The census regions of the west and eastern coast’s should be focused on, hitting the major cities in-between both.

SEASONALITY

• Seasonality within the Gatorade brand is year round.

• Brand awareness would increase around May – September for summer time and to promote electrolyte hydration during the hot summer days.

MEDIA STRATEGY/SELECTION

• Involve Gatorade in environments and media to maintain and improve the brands leadership image.

• Most men in the brands target audience is the same target audience for specific magazines.

• Women to reach would be specific magazines during specific seasons.

• Spot television would be the primary medium. • Magazine pages during peak seasons of use.

COMMUNICATION GOALS REACH/FREQUENCY/CONTINUITY

• Structure advertising to achieve the most effective reach and frequency during peak sales periods: March through September, specifically through magazines.

• To increase reach, the rating points should be planned around weekend sporting events and TV shows that have maximum frequency of men watching.

COMMUNICATION GOALS REACH/FREQUENCY/CONTINUITY

Recommended Programs

• ESPN

• All sporting events during weekends/weekdays

• Spike TV

• Big Ten Network

Recommended Magazines

• ESPN

• People

• Playboy

• Fitness

• Woman’s Health

• Maxim

MEDIA DISCUSSION

Television • TV spots will air Saturday and Sunday heavily.

Weekdays during prime time on sporting channels, sporting events and men's TV shows.

Magazines • Advertising will be held on each issue March through

September. • Page 4/color • 2 color • 2nd cover • B&W 1 page

CREATIVE CONSIDERATIONS

• Wrapped trains

• Bus shelters

• Billboards

FINANCIAL CONSIDERATIONS • The 2012 media budget is as follows:

Magazines 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 Total Cost

PlayBoy (B&W 1 page) $230,490

ESPN (4th page color) $272,378

People (4 color) 329,600

Fitness (2 color) $418,740

Womans' Health (1 page 4 color) $532,815

Maxim (2nd cover 4 color) 246,280

$2,030,303

TV

Spike TV

ESPN

Big Ten Network

Sporting events weekend/weekdays

$7,741,692

Other (all on national level)

Wrapped Trains (each pair) $39,765

Bus Shelters (70 units) $45,500

Billboards (12 units) $142,740

$228,005

$10,000,000

December

MEDIA FLOWCHART FOR GATORADE

Total $:

August September October NovemberApril May June JulyJanuary February March

Bibliography

• http://www.espncms.com/ • http://www.srds.com.emils.lib.colum.edu/cmas/

main?&servlet • http://www.playboy.com/ • Gatorade Works On Endurance: New Formula for

Long Workouts Aims to Stave Off Rival Powerade." The Homa Files. 21 Mar. 2005. Web. 15 Feb. 2012. <http://faculty.msb.edu/homak/HomaHelpSite/WebHelp %20x08-11-11/Gatorade_Endurance_WSJ_3-21-05.htm>.