slap shot sports drink cal dearth & pat devlin. background
TRANSCRIPT
SLAP
SHOT SPO
RTS D
RINK
CA
L DE
AR
TH
& P
AT
DE
VL I N
A Shot of Energy
BACKGROUND
MARKET
• Dominated by Gatorade and PowerAde
• Other small companies make up around 20%
TRENDS
• It has become one of the largest markets in the beverage industry
• Gatorade is still increasing their dominance of the industry
CONSUMER PROFILE
• Sports drink industry is catered towards younger people who have active lifestyles and participate in sports
• Companies use professional athletes to promote their products
• The psychographic of the sports drink consumers is people who are into sports
ANALYSIS
OF
COMPETI
TION
THE FOUR P’S OF GATORADE
• Gatorade is the most well known sports drink collection easily recognizable by their logo branded on all their products
• Gatorade’s “G” series includes three different sports drink products that help athletes before ,during, and after their workout
• Gatorade is huge in professional sports. You cannot watch a pro sports game without seeing the Gatorade logo
• They have sponsorships with the NHL, NFL, and NBA
• Gatorade provides cups, coolers, and bottles to their sponsors, commonly seen on the sidelines
• Gatorade uses media ads as well, mainly television
• There are no tricks in Gatorades pricing, as it remains common throughout the thousands of stores that carry it
PROPOSED TARGET MARKET
• RJF should target higher tier athletes wanting to improve their game.
• After going after the higher tier athletes, getting them to promote their product, then the lower tier athletes will use the product as well
• This will make a broad market similar to Gatorade
MARKETING M
IX
PRODUCT
• RJF should create a high end sports drink that helps the mental and physical side of performance
• The drink should be available in different flavors, and an easily recognizable bottle
On
e
Sh
ot
PLACE
• The product should be sold in professional and amateur sports venues, as well as sports equipment stores, which will target the exact market intended
PRICE
• RJF’s product will be on the higher end of sports drinks, therefore pricing it a little bit higher then Gatorade and PowerAde but below the higher energy and protein items
• The price is $1.99
PROMOTION
• RJF should use print ads in magazines like ESPN and Sports Illustrated
• They should also use dasher ads that would display in stadiums
• Paying for scoreboard ads in professional stadiums will also attack the target market
• Professional Hockey players will endorse the product