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Pepsi-Gatorade BRAND EXTENSION (BM) ANKITA SINGH-PGP30184 [email protected] [email protected] Mobile: 7054246552

Ankita bm 2

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Page 1: Ankita bm 2

Pepsi-Gatorade BRAND EXTENSION (BM) ANKITA SINGH-PGP30184

[email protected]

[email protected]

Mobile: 7054246552

Page 2: Ankita bm 2

Pepsico India

Food53%Beverages

47%

pEPSICO REVENUE SHARE

Net revenue : $ 66,683Total Operating profit : $10,313

Product portfolio

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Soft drinks in India

2000200120022003200420052006200720082009201020112012201320142015

0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,0001,594.501,825.40

2,132.70

9,606.8011,548.20

13,750.3016,253.10

Soft drinks Market India (mn litre)

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Market share

20%

25%

25%

5%3%

23%

Current Market share in soft drinks

PepsiCoca-colaParle BisleriManikchandParle Agro Ohers

Page 5: Ankita bm 2

Soft Drinks- Categories

Bottled water Carbonates Juice

RTD Coffee RTD TeaSports and

Energy drinks

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Pepsico - Volume growth

1 2 3 4 50.00

5,000,000.00

10,000,000.00

15,000,000.00

20,000,000.00

25,000,000.00

30,000,000.00

Volume growth of Pepsico (Soft drinks) in Hectoliters

Page 7: Ankita bm 2

Pepsico Market share trend

2009 2010 2011 2012 2013 2014

20.820.6

21.2

20.620.4

20

Market share for Pepsico(Soft Drinks)

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Pepsi Gatorade….

Launched 2004

High involvement , premium, Niche and functional product

Positioning through

promotions

launches fast bowling

training academy in India

ropes in Wasim Akram to

coach budding pace bowlers

Gatorade launches 'Gatorade Gurus' - a first

ever session in partnership with Mumbai Cricket AssociationGatorade has become an

official supplier to the

Sahara Force India

team in Formula One

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Sports and Energy drinks

1 2 3 4 5 6 7 8 9 10 11 12 130 0.4 0.92.7

4.77.7

11.513.9

16.7

20.4

24.6

29.5

35.1

Market size for Health & Energy drinks in India

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Pepsi Gatorade Brand analysis

Pepsi Gatorade44%

Red Bull 39%

Others18%

Brand share of Sports and energy drinks

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Gatorade market share growth

2009 2010 2011 2012 2013 20140

10

20

30

40

50

60

70

18.6 22.330.4

34.9 39.843.7

65.8 62.755.3

49.443.5

38.5

Market share growth of Gatorade

Redbull

Gatorade

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Brand elements analysis

The bold “G” with a lightning bolt is unlike any other brand and can be seen easily on all Gatorade product

Lightening bolt symbolizes energy, easy recognition and recall

Ergonomically designed, easy to hold in hands

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Marketing mix –Product

Balanced beverage of electrolyte and carbohydrates

Rehydrate, replenish and refuel like no other beverage can

Products:

Gatorade sports drink Blue bolt flavor

Gatorade sports drink lemon flavor

Gatorade sports drink orange flavor

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Marketing mix –Price

Skimming price –smaller target market

500 ml @ Rs.40 Above the conventional soft drinks

Differs from its US pricing strategy

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Marketing mix –Promotion

Target Market : 18-25 years old athletes and sports enthusiasts

Tournaments : Davis Cup, PGA (Professional Golfers' Association) events 

130 sports trainers invited to create awareness about Gatorade

Glamour association through beauty pageants held by Gladrags

Sport stars from soccer to cricket - Brazilian star, Ronaldinho and Indian cricket's Irfan Pathan, amongst others.

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Gatorade India events Gatora de sponsors Standard Chartered

Mumbai Full Marathon 2012

’ Gatorade in association with Baichung Bhutia Football

School launches ‘First Touch

Page 17: Ankita bm 2

Marketing mix –Place

First phase: Gyms in Delhi & Mumbai

Second phase: Trade launch

1st tier and 2nd tier metro cities: Both traditional and modern format stores

"It's about being where athletes shop and sweat”

vitamin shops, sporting good stores, and specialty sports stores

Online space:

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Brand endorsements Mohammad Kaif and Irfan Pathan and physiotherapist Andrew Lepius in

India

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Print-Ad campaigns-India

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Brand positioning

Brand Positioning statement

Gatorade Thirst Quencher is the original sports beverage that quenches thirst while replacing fluids and electrolytes lost through strenuous activity (instantaneously an improves performance

Comparative frame of reference:

Performance thirst quencher

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Brand positioning: POD & POP

Points of difference:

Gives what no other drink offers ability to hydrate better and improve performance on the real field of play

Ads signal its promise and thus maintains itself in niche segment

Nutrition facts highlighted on top

Points of parity:

Priced in same band as of its competitors

Instant energy

Bottle packaging

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THANK YOU