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This was a presentation done by my classmates and I for Communcations 462: Persuasive Communication in the Ross School of Business at The University of Michigan The assignment was to analyze a current company and creatively reposition their marketing and creative tactics.
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Agenda
Introduction Situation
Analysis
Consumer
Insights
Problems &
Opportunities
New
MarComm
Strategy
Introduction
Powerade is far behind category leader
Reinvigorate
Powerade's
Image
Powerful
product calls
for powerful
marketing!
Overcome
heart loyalty
to Gatorade
Elicit unwavering
brand loyalty
through the minds
and hearts of
consumers
“Find the 4th"
competition
campaign
Big Idea:
POWER4WARD
Situation Analysis
Introduction Situation
Analysis
Consumer
Insights
Problems &
Opportunities
New
MarComm
Strategy
Company Analysis
Consumer Analysis
Product Analysis
Competitive Analysis
2010 Sales Growth
Sports Drink Category
Powerade
Gatorade
11%
28%
6%
Total Sales
$638 $681 $856
$688
$3,030
$2,710 $2,860
$2,152
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
2008 2009 2010 2011
Mil
lio
ns
Powerade Gatorade
Sports drink still in the GROWTH stage of product life cycle
Mintel projects the market for sports drinks to grow
by 52% from 2013-2017
Company Analysis
Skills and Resources
• Coca-Cola System o Strong bottling partnership
o Coca-Cola provides
expertise and resources to strengthen partnership
• Sustainability
o PlantBottle
o Reduce water stress
Consumer Analysis
Male, 18-24
Athletic
Sweet Tooth
4.48-4.63
glasses per
day
On the run
Consumer Analysis
Energy Boosting
Vitamins
Minerals
Electrolytes
Protein
Product Analysis
Competitive Analysis
Functional
Drinks
Energy
Drinks
83%
Sports
Drinks
11%
Nutraceutical
Drinks
6%
Gatorade
76%
Powerade
23%
Other
1%
Fruit & Vegetable Ready-To-Drink Soft
Juice/Smoothies Tea Drinks
Sports Energy Functional Cocunut Bottled
Drinks Drinks Water Water Water
Competitive Analysis
Consumer Insights
Introduction Situation
Analysis
Consumer
Insights
Problems &
Opportunities
New
MarComm
Strategy
Survey
Focus Group
Consumer Insights
• Participants mainly aged 18-22
• 35% male
• 28% on a collegiate
sports team
• 50% exercise between 2-5 times a week
72%
28%
Consumer Insights: Survey
• 65% disagreed that they only drink sports
drinks while participating in athletic
activities
• Important factors: taste, nutritional value
• Gatorade: higher mean response for taste,
trendiness, replenishment, nutrition, flavor
variety
2/3 disagreed that they like powerade better
than other sports drinks
1
(TERRIBLE)
5
(SUPERIOR)
Consumer Insights: Focus Group
• 10 participants
total o 4 U of M athletes
• Ages 19-23
• Techniques o Blind taste test
o Open-ended
questions
o Guided discussion
o Word associations
Focus Group Key Findings
Common
belief Gatorade
has more
electrolytes
Gatorade word
associations "Champion," "success," "#1"
Powerade
word
associations "Lame,"
"inferior,"
"second-tier,"
"underdog"
Gatorade vs.
Powerade Familiarity,
trust, brand
loyalty
Unaware of
Powerade's
advertising
Problems and Opportunities
Introduction Situation
Analysis
Consumer
Insights
Problems &
Opportunities
New
MarComm
Strategy
SWOT
Positioning
Objectives
Positioning
With its unique ION4 formula, we are
positioning Powerade as the more powerful
and nutritious sports drink for a generation
of young, determined individuals who desire
a competitive edge in every aspect of life.
Objectives
1. Increase Powerade’s market share in the
sports drink category by 7% among our
target consumers, Americans ages 13-24,
from February 1, 2014 to February 1, 2015.
2. Increase the Powerade brand association
as the most nutritional sports drink (i.e.,
four-electrolyte formula) by 18% among
Americans ages 13-24 from February 1, 2014
to February 1, 2015.
New Marketing
Communications Strategy
Introduction Situation
Analysis
Consumer
Insights
Problems &
Opportunities
New
MarComm
Strategy
Advertising
Strategy
o Creative
o Media
Creative
Sales Promotion
Other Marcomms
Evaluation
Creative Strategy
OBJECTIVE
Differentiate Powerade ION4 from the competition by highlighting
its unique 4-electrolyte formula
STRATEGY
Make “4” resonate
Bring the electrolytes to life
Memorable and consistent visual branding:
new logo & slogan
Target Market
Media Strategy
• Seamlessly connect "Power 4ward" message
across touch points
• Media mix: TV, Internet, social media,
special events/sponsorships
• Timing
o TV: pulsing
o Social media: continuous
• Reach & Frequency: reach 40% of target,
males and females ages 13-24, 2+ times
each week over 12 months
• Creative impact & positive reactions
• Kickstart "Power 4ward" campaign and
solidify new Powerade image
• Emphasize "Find the 4th" contest
• Capitalize on commercials using Hulu
• Network and cable programs, sports
content
Television
Commercial Storyboards
Example Commercial:
“Gabby as Magnesium”
Digital
• Facebook, Twitter, Instagram
• Basis of "Find the 4th"
• Reinforce TV advertising, special events &
sponsorships
• Goals
o Increase number of follows and user engagement
o Improve appearance & cohesiveness of content
o Emphasize new logo and slogan/hashtag
Sales Promotion
Other Marketing Communications
• Public Relations o Sponsoring events
o Press releases/media alerts
o Press conferences
• Cause-Related Marketing o Involvement with low-income schools
o Special Olympics
• Internet o Blogs
o Powerade website
Visual branding
ION4 athlete bios
Lebron James and Derrick Rose bios
Sample Media Alert
Budget
Total Budget: $12,483,770
2012 Budget: $9,602.9MM
Objective 1: Market share from 23% to 30% equates to sales
increase of 30% assuming market size stays
consistent.
Media Flow Chart
Evaluation
• Sales/Market Share
o Concurrent testing: sales during campaign
o Post-testing: overall market share (7% increase)
• Advertising
o Tracking studies: attitudes, communication playback
o Post-testing: communications effects
Recall, attitudes, perceptions
We hope you’ve all been inspired to…