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IsoZag. Russell Puleo, Chad Wengloski, and Sierra Ballsieper Business Marketing . Sports Drink Market Background. Gatorade created for Univ. of Florida football team. Powerade sponsored the 1988 Olympics. Demographics of Sports Drink Market. Ages 13-19 prefer sports drinks

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Isozag

IsoZag

Russell Puleo, Chad Wengloski, and

Sierra Ballsieper

Business Marketing


Sports drink market background
Sports Drink Market Background

  • Gatorade created for Univ. of Florida football team.

  • Powerade sponsored the 1988 Olympics.


Demographics of sports drink market
Demographics of Sports Drink Market

  • Ages 13-19 prefer sports drinks

  • Males especially prefer sports drinks


Geographics of sports drink market
Geographics of Sports Drink Market

  • Popular in warmer climates

    • the South, California, etc.

  • Still popular in cooler climates, but not as much.


Psychographics of sports drink market
Psychographics of Sports Drink Market

  • Athletic-minded people

    • Play or follow Sports

    • Staying fit, and in shape


Competitors place
Competitors - Place

  • Convenience Stores

  • Supermarkets

  • Gas Stations

  • Fast-Food Restaurants

  • Sporting Events


Competitors price
Competitors - Price

  • Gatorade – 12 pk. = $25.29, unit = $2.11

  • Powerade – 12 pk. = $23.89, unit = $1.99 (from Price Chopper)


Competitors product
Competitors - Product

  • Gatorade:

    • G-Series

    • G-Series Pro

    • G-Series Natural

  • Powerade:

    • Powerade ion4

    • Powerade Zero

    • Powerade Energy


Competitors promotion
Competitors - Promotion

  • Both sponsor players and leagues

  • Social networking is used, primarily by Gatorade

  • Powerade – “Street Teams”


Target market for isozag
Target Market for IsoZag

  • Appeal to people who are athletic, and physically active.

  • Focus primarily on age group of 13-19.

  • Emphasis on advertising in warmer climates.

  • Target males and females.


Suggested marketing mix for isozag
Suggested Marketing Mix for IsoZag

  • Place – Same locations.

  • Price – 12 pk. = $24, unit = $2.

  • Product – Offer same variety, use high quality natural ingredients. Bottle is unique and stands out.

  • Promotion – Utilize the social networks, sponsor athletes, NCAA March Madness,


Works cited
Works Cited

  • "Athletes." Gatorade. Gatorade, n.d. Web. 19 Nov 2012. <http://www.gatorade.com/history/>.

  • Bauerlein, Valerie. "Gatorade's 'Mission': Sell More Drinks ." The Wall Street Journal. Dow Jones & Company, Inc., 23 2010. Web. 19 Nov 2012. <http://online.wsj.com/article/SB10001424052748703466704575489673244784924.html>.

  • "Drinks demographics." Beverage World 15 Nov. 2006: 71+. General OneFile. Web. 23 Oct. 2012.<http://go.galegroup.com/ps/i.do?id=GALE%7CA163046986&v=2.1&u=s0711& it=r&p=GPS&sw=w>

  • Fredrix, Emily. "Pepsi Suing Coca-Cola Over Powerade Ads." The Huffington Post. TheHuffingtonPost.com, Inc., 13 2009. Web. 19 Nov 2012. <http://www.huffingtonpost.com/2009/04/14/pepsi-suing-cocacola-over_n_186709.html>.

  • “Gatorade Perform." Price Chopper. Price Chopper. Web. 19 Nov 2012. <https://pricechopper.elsstore.com/brandstores/4911-gatorade/categories/31601-02-perform>.

  • "History." Gatorade. Gatorade, n.d. Web. 19 Nov 2012. <http://www.gatorade.com/history/>.

  • Lenius, Pat Natschke. "Sports drinks on the move: new products and heavy promotions are prompting retailers to seek a new location for sports drinks." Supermarket News 11 July 1994: 31+. General OneFile. Web. 23 Oct. 2012. http://go.galegroup.com/ps/i.do?id =GALE%7CA15560146&v=2.1&u=s0711&it=r&p=GPS&sw=w

  • "Powerade Products." Powerade. The Coca-Cola Company , n.d. Web. 19 Nov 2012. <http://www.poweradegb.com/>.

  • "The G-Series." Gatorade. Gatorade, n.d. Web. 19 Nov 2012. <http://www.gatorade.com


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