Allowance consumer promotion to get trial were

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Allowance Consumer promotion to get trial were estimated to cost 10% of the sales Gatorade also provides customers with purchase deals where customers can purchase products for half off after buying one at full price. Places like superstore include deals on buying packs of the items Geographical adjustments Gatorade has established there brand and product all over North America, they are working on branching towards Asian market which will increase their revenue. Gatorade price will vary from countries like the United Kingdom and Canada if being compared. Promotion Gatorade as a one of the best sport drinks is accepted as the market leader of North American sports drink market. It has 75% market share in North American market. The Gatorade Company introduced G2 in 2007 as a low calorie electrolyte sport drink. The product is considered as a healthy choice by most athletes and people with active life style. In 2008 the company reported a sale of $159.1 million. The company is able to be successful because of its strong marketing mix of Gatorade in North American market with special concentration on its marketing communication. 10
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GATORADE Marketing Communication Channels Offline Advertising During most watched events (Super Bowl) Sports Magazine (sports Illustrated) Online Advertising Banner advertising on sport sites: ESPN Sports Zone, NBA.com, Gatorade.com, Social networking(mission control) Sales promotions Discounts offered Public relations Gatorade player of the year award Sponsorship sponsoring athletes from different Sports arenas Celebrity endorsements Kaka, Ussain Bolt Figure6: Gatorade communication channels Author: Showtime Gatorade’s promotional objectives are varies depending on the stage of the product life cycle. Gatorade is in a maturity stage and its market share is well established. The company concentrates in encouraging existing customers to use Gatorade. The follow table and chart shows the cost of advertising Gatorade spends in different channels in 2010. TV Advertising; 25% Social Networking; 33% Newspaper/Magazine; 19% Radio; 8% Public Relations; 15% TV Advertising Social Networking Newspaper/Magazine Radio Public Relations 11
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GATORADE Figure7: Gatorade advertising channels in 2010 Author: Showtime 12
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GATORADE Recommendations Product: Add a vitamin-enhance hydrator to compete with brands like vitamin water that take some of their target market. Develop new products and new target consumers to intensify competition, for instance, products targeting the seniors Develop and expand new market for products, for example, Asian market. Highlight health orientation and centralize the creation new ingredients with high- tech Price: Since Gatorade’s pricing strategy changed to a competitive strategy with the entrance of PowerAde Zero into the market (G2 is priced at $ 1.49 per 20 Oz Bottle while Zero is priced at $ 1.50), we believe if a company’s main strategy is to emphasize lower prices than competitors, it would not likely hold on to the advantage for very long (Rosen bloom, B, 2004). What we would suggest is that,
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