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Slap Shot sports drink

Slap Shot sports drink. Cal Dearth & Pat Devlin. A Shot of Energy. Background. Market. Dominated by Gatorade and PowerAde Other small companies make up around 20%. Trends. It has become one of the largest markets in the beverage industry

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Slap Shot sports drink

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Presentation Transcript

  1. Slap Shot sports drink Cal Dearth & Pat Devlin A Shot of Energy

  2. Background

  3. Market • Dominated by Gatorade and PowerAde • Other small companies make up around 20%

  4. Trends • It has become one of the largest markets in the beverage industry • Gatorade is still increasing their dominance of the industry

  5. Consumer profile • Sports drink industry is catered towards younger people who have active lifestyles and participate in sports • Companies use professional athletes to promote their products • The psychographic of the sports drink consumers is people who are into sports

  6. Analysis of competition

  7. The four p’s of Gatorade • Gatorade is the most well known sports drink collection easily recognizable by their logo branded on all their products • Gatorade’s “G” series includes three different sports drink products that help athletes before ,during, and after their workout • Gatorade is huge in professional sports. You cannot watch a pro sports game without seeing the Gatorade logo • They have sponsorships with the NHL, NFL, and NBA • Gatorade provides cups, coolers, and bottles to their sponsors, commonly seen on the sidelines • Gatorade uses media ads as well, mainly television • There are no tricks in Gatorades pricing, as it remains common throughout the thousands of stores that carry it

  8. Proposed target market • RJF should target higher tier athletes wanting to improve their game. • After going after the higher tier athletes, getting them to promote their product, then the lower tier athletes will use the product as well • This will make a broad market similar to Gatorade

  9. Marketing mix

  10. Product • RJF should create a high end sports drink that helps the mental and physical side of performance • The drink should be available in different flavors, and an easily recognizable bottle

  11. One Shot

  12. Place • The product should be sold in professional and amateur sports venues, as well as sports equipment stores, which will target the exact market intended

  13. Price • RJF’s product will be on the higher end of sports drinks, therefore pricing it a little bit higher then Gatorade and PowerAde but below the higher energy and protein items • The price is $1.99

  14. promotion • RJF should use print ads in magazines like ESPN and Sports Illustrated • They should also use dasher ads that would display in stadiums • Paying for scoreboard ads in professional stadiums will also attack the target market • Professional Hockey players will endorse the product

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