Marketing Plan Powerade - 6092 Words

Table of Contents Executive Summary ........................................................................................................................ 2 Part I: Introduction and Objectives ................................................................................................. 3 Background ............................................................................................................................. 3 Problem Identification ............................................................................................................ 3 Financial and Marketing Objectives ....................................................................................... 3 Part II: Market Analysis†¦show more content†¦However, the target demographic is now shifting to more mainstream athletes, and the marketing mix does not reflect these changes. We present a revised marketing plan that should increase revenue by 49% to $250 million a year. The marketing plan separately addresses t he flagship product POWERade and the newer POWERade Option. Research Through market research, we have discovered two key findings about this target market that will shape a new marketing strategy for POWERade. Our first key finding addresses what factors are important when choosing between sports drinks. Due to its focus on serious athletes, POWERade advertising has focused on the ingredients and benefits of its sports drink, touting itself as superior to rival Gatorade. This is ineffective for mainstream consumers – the most important factor in the buying decision is taste. This will come into play with promotions for POWERade. The second key finding involves the bottled water market. Bottled water is a $9 billion industry domestically, and expanding into this market could result in substantial financial benefits. However, survey data indicates that over 70% of respondents do not consider sports drinks a substitute for water. Thus, we propose marketing two different products: one aimed at the bottled water market and one at the sports drink ma rket. Marketing Strategy We present a dual-pronged marketing strategy. †¢ POWERade will concentrate on solidifying itsShow MoreRelatedBusiness Plan For A Company9569 Words   |  39 Pages Liverpool John Moores University Event Enterprise and Entrepreneurship (6076TEF) Business Plan Ashley McDonald/ 614170 BUSINESS NAME Tea-Off NAMES OF OWNERS/DIRECTORS Ashley McDonald DATE 30/03/15 Business plan contents 1.1 Executive summary 1.2 Mission statement 1.3 Aims and objectives 1.4 SWOT analysis 1.5 Keys to success Company Information 2.1 Company Summary 2.2 Company Ownership 2.3 Company Location and Facilities MarketRead MoreThe Newest Powered Commercial By Coca Cola Co.1710 Words   |  7 Pagesathlete has his own story which made him as we see him now. Some Journeys were more difficult than others. 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