Product and Plan

2. Product and Plan • Our message • About PreGame • IMC Plan

3. Internal Analysis • Background • Success • Culture and Identity

4. Internal Analysis • Coca-Cola’s only sports drink available in North America • Marketed as a thirst quencher that replenishes carbohydrates • and minerals lost during intense activity and sports • Variety of flavors • Sold in more than 45 countries worldwide

5. Market and Environment Analysis • Size of the Markets: • The Energy Drink market is a “…fast growing $2 • billion a year… market” • The Sports Drink market is a $5 billion a year market • Potential Growth/Profitability: • Energy Drink market is the fastest growing beverage category • Sports Drink market is the 3rd fastest growing beverage category • Barriers to Entry: • Formula • Potential government regulations • Trends in the Marketplace and Keys to Success: • Packaging and labeling • Want for a healthier alternative • Distribution Channels: • Retail stores • Convenience stores • Supermarkets

6. Competitive Analysis • Direct Competitors • Gatorade Performance Series Energy Drink • B vitamins and antioxidants • High-carbohydrate loaded • Taken before activity for quick, sustained energy • Taken after activity for muscle recovery • Proper nutrition for peak performance • Three juice-like flavors called wild berry, grape, and orange • Red Bull Energy Drink • Improves performance (especially for increased physical and mental strain) • Increases concentration • Improves reaction speed • Stimulates metabolism • Ability to be used in any situation be it work, playing sports, socializing, studying, working, and driving

7. Consumer Analysis

8. Objectives 1. Gain 10% of the U.S. sports energy drink market in the first year 2. Generate awareness of the Powerade PreGame brand among 50% of the target market 3. Generate brand knowledge of the Powerade PreGame brand among 35% of the target market

9. Positioning Statement For college athletes who are dissatisfied with poor-tasting energy drinks. Our product is called Powerade PreGame, which has the right amount of natural stimulants for sustained energy to give anathlete the “advantage” before the game has even started, unlike other energy drinks that have too much caffeine and aren’t designed with the true athlete in mind.

10. 4 P's Product, Price, Placement, and Promotion • Product • Sports energy drink • 8-ounce sports bottle • Powerade flavors • Energizes one’s body and mind before physical activity • Only energy drink approved by the National Collegiate Athletic Association • Price • market penetration pricing • $1.50 per bottle • Placement • Selective distribution • Convenience and grocery stores • Boston College, Duke University, University of Southern California, Syracuse University, Michigan State University • Promotion • Advertising • Sales promotion events • Interactive Web site

12. IMC Plan Schedule

13. Marketing Strategy • Pre-emptive • Cost-leadership • Deliver consistent message • Capture a large share of the target audience • Differentiation Brand Image: Powerade PreGame is a sports energy drink that college athletes should drink before every competition

14. Distribution Channels • Selective distribution strategy • Distributed directly from manufacturer to retailer • Grocery stores and convenience stores in/around college campuses • Vending machines and snack bars at college athletic facilities Test market: Northeast Region—Boston College Southeast Region—Duke University Southwest Region—University of Southern California North Central Region—Syracuse University North Central Region—Michigan State University

15. Budget

16. Evaluation • Sales tracking • Consumer feedback • Link ads to the website