Melnichenko,
Marketing Strategy project
Gatorade-Power
MRK108
Prof. Leslie Macintosh
Made by: Egor Melnichenko
Summary
PepsiCo has extended their current line of Gatorade brand with a new sport drink, named Gatorade-Power, that induces a body to lose overweight due to the reaction of caffeine and ephedrine, and it contains the amino acids as well that work for sustaining muscles after the workout. These great products come out to the retailers, in Lablaws and Walmart stores, and the wholesaler, in Costco store, in three delicious flavors and two different sizes. The target market is men and women who experience problems with too much weight. These guys are willing to change their way of life in order to become healthier, better looking, and more attractive for the opposite sex. They are from North America who have a big desire to build an athletic body shape. Gatorade-Power product is going under a shopping consumer type of product and it has a selective level of distribution because Gatorade-Power drinks are more expensive than the convenience ones and they have a fewer range of distribution. The product of PepsiCo goes under the brand name of Gatorade that has a product differentiation competitive advantage. It is a unique one between their main competitors Coca Cola’s Powerade and Vitaminwater. In order to reach the target, PepsiCo’s company is going to promote Gatorade-Power with a heavy promotion. The elements of promotional mix are going to be advertising, online marketing and sales promotion. The main goal of promotion is going to persuade the loyal customers and new customers in maturity stage of Product Life Cycle to purchase the Gatorade-Power sport drink. To distribute Gatorade-Power to the end consumers, PepsiCo’s company is using a dual distribution of alternative channel arrangements with different special prices for retailers and wholesaler. Also, the channels that the company is using in terms of distribution are direct and indirect as well as traditional and non-traditional. They are using a profit oriented pricing objective that they believe will gain a high profit for them. Moreover, PepsiCo’s company hopes to persuade the potential customers with a positioning statement of less patience, less workout, less time to build an athletic body shape if you start drinking Gatorade-Power daily; and the Gatorade-Power product is a definite product that most of the overweight people have been looking for it since olden times on the market.
Target Market
Men or women that face problems with their overweight in North America; they attend gyms or do other sport activities in order to lose fat. They are between 18 and 35 years old, who have had a passive life style or health difficulties, and now who got bored of such a wasteful life. They are trying to reach one of the most their important goals in their all-entire life; it is to build a good shape of body and become more respected by society. These people live in urban areas that are equipped with a lot of gyms, swimming pools, and different sport centers, and they are with an average income more than C$ 50,000 per annum that means they are easily can get memberships and hire personal trainers. They are the ones who feel less confident, and who are willing to build a strong character of a leader and manage their life because, in their cases, the life is managing them.