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POWERade

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Information about POWERade
Business-Finance

Published on August 18, 2010

Author: aSGuest51786

Source: authorstream.com

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Slide 1: Media Plan Prepared by: HMG Hammerhead Media Grp. We always nail it! History : History Owned by: Coca-cola™ is the world’s largest beverage company, refreshing consumers with more than 2,800 products 13 billion dollar brands including POWERade™ POWERade was launched as a fountain beverage in early 1990 before gaining national distribution as a ready-to-drink thirst quencher in 1992. POWERade hydrates and energizes in 8 different flavors. Now contains Vitamin B and ZERO calorie formulas Since it’s introduction, POWERade has helped drive innovation in the category of sports drink. POWERadeHigh Performance Bottle : POWERadeHigh Performance Bottle This 20 oz. bottle differentiates POWERade from the competition, and is expected to further strengthen the image of a brand that has driven category growth since it was introduced. The functionality reflects it’s bold attitude and POWERade’s commitment to put consumers first. It is easy to grip, easy to open, and easy to use on the go, which consumers told us were important features they want from a sports drink. “POWERade is all about defying conventions” - Michael La Kier (POWERade Senior Brand Manager) Competition : Competition Market Share Gatorade 58.3% POWERade 19.5% Gatorade Frost 11.4% Capri Sun Sport 5.5% All Sport 2.4% Other 2.8% Target Market : Target Market Demographics Adults Males 18-24 Race – Black and Hispanic Income $20,000 - $39,000 Some High School Target Market - Psychographics : Target Market - Psychographics VALS (Values and Lifestyles) Defines consumer segments on the basis of those personality traits that affect purchasing behavior in the marketplace. EXPERIENCERS Are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff – like a POWERade in their hand. Marketing Objectives : Marketing Objectives Build awareness for POWERade High Performance Bottle in urban markets to increase sales Increase market share to 25% (currently 19.5%) By increasing African Americans and Hispanics user base to 35% (currently 27%) Saturate Gatorade’s AA and Hispanic market resulting in a decrease in their market share to 50% (currently 58.3%) Media Objectives : Media Objectives Increase national awareness of POWERade High Performance Bottle with African Americans and Hispanics Reach 40% of target market in weeks leading up to 2009 NBA All-Star Game (Feb 15th). -POWERade official sponsor which coincides with Spring – warmer weather means active people… Sustain awareness by reaching 30%through months to follow Media Strategy : Media Strategy Kick off introductory weight in February with Television leading up to NBA All Star game Sponsorship Use network and cable television sports programs (football, basketball, and soccer) to achieve broad reach of target. Purchase sponsorships Billboards with year round, full coverage in urban areas will generate high frequency Consumer magazines (mainly sports) will provide ideal audience selctivity Use Lebron James! POWERade pays him enough Geography : Geography East South Central south West Midwest Midscale Urban Mix Midscale fringe towns Striving Urban Melting Pot Seasonality : Seasonality Spring Heavy- kicks off start of warmer weather. Outdoor exercise Experiencers - Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Summer Heavy – keep target hydrated during hot summer. High level of outdoor exercise and sports. Fall Medium – Target still active. MLB Playoffs/NFL season starts Winter Low – Less outdoor activity. Indoor gym exercise. NFL Media Mix : Media Mix Television Network (maximizes reach)- Sporting events ABC, CBS, NBC, FOX, CW Cable (provides frequen cy) Regional Sports Broadcasting Print Consumer Magazines JET ESPN the Magazine ESPN Deportes la Revista Sports Illustrated Fantasy Football Futbol Mundial The Source VIBE Magazine Outdoor Billboard Urban placement Budget : Budget National Television 60% $6,000,000 (Cable and Network) Magazine 25% $2,500,000 Outdoor 15% $1,500,000 $10,000,000 Television : Television National TV Early fringe = $1,115,000 15 points/week x 10 weeks= 150 TRPs @ $7,700 CPP = $1,115,000 Primetime = $3,036,000 20 points/week x 6 weeks= 120 TRPs @ $25,300 CPP = $3,036,000 Late Fringe = $2,400,000 20 points/week x 6 weeks= 120 TRPs @$20,000 CPP = $2,400,000 $6,551,000 Print : Print Consumer Magazines Futbol Mundial (monthly) $51,818 x 4ti = $207,272 Espn the Magazine (biweekly) $144,340 x 6ti = $866,040 ESPN Deported la Revista (10x/yr) $8,800 x 4ti = $35,200 Sports Illustrated (Weekly) $320,000 x 2ti = $640,000 The Source (monthly) $23,675 x 4ti = $94,700 VIBE Magazine (Monthly) $94,364 x 5ti = $471,820 JET Magazine (weekly) $26,300 x 6ti = $257,800 Total: $2,572,832 Outdoor : Outdoor Billboards 8-Sheets ($13,465 for 79 units) x 30 Urban markets = $403,950 African American Markets 8-Sheets ($13,029 for 72 units) x 30 Urban markets = $390,870 Hispanic Markets Parking Lot Displays ($60,000 for 80 units) x 11 Urban markets= $660,000 Downtown and city coverage Total: $1,454,820

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