MEDIA PLAN BY: JOSH KACZMAREK
GATORADE • A brand of sportsthemed beverage and food products. • Manufactured by Pepsi Co. • Developed in 1965 by researchers at the University of Florida. • Accounts for 75% of the market share in the sports drink category.
COMPETITORS
S.W.O.T. ANALYSIS STRENGTHS:
WEAKNESSES:
OPPORTUNITIES:
THREATS:
• • • • •
First sports drink Well known product Strong brand name Lower calorie version Science behind the product proving it helps athletes excel and maintain physical performance
• Advertise more •
Show that it is not just for athletes, but also for those who seek to live a healthier lifestyle
• Celebrity endorsement • Create new G2 low calorie products
• High price • Different varieties tend to turn consumers away • People unaware of the product’s true benefit
• • •
Other performance excelling drink competitors •
Powerade
• •
SoBe Vitamin Water
• • •
Red Bull Monster Rockstar
Substitutes for healthy drinks Energy drinks
THE TARGET
• Women • 18-35 years old • Athletes • People seeking an active or healthy lifestyle • Looking to lose weight
WHAT THE TARGET LIKES
(VIA MRI+)
ESTIMATED WORLDWIDE RETAIL SALES OF 2012:
ALMOST $7 BILLION
SALES
MEDIA OBJECTIVES • Grab the attention of women between the ages of 18 – 35 • Reach at least 100 million people by an advertisement during the course of the year
GEOGRAPHY • ADVERTISING NATIONALLY • Heavily focusing on New York City and Chicago • Focusing on active cities • Atlanta, Washington D.C. Seattle, Portland, Minneapolis, Boston, Denver, etc.
SEASONALITY • The timing of the release of the advertisements are heavy in the beginning of the year and in the beginning of the summer. • New Year’s Resolutions early in the year that pertain to living a healthier/ active lifestyle. • The summer is bikini season and many people want to get in shape and try to intake fewer calories.
MEDIA STRATEGIES • Advertising on television when more people are watching to get more people to see the product and to expand the amount of consumers that drink G2. • Focusing in popular areas throughout the Midwest and Northeast because the amount of consumers in those regions are lower in relation to the other regions. • We are advertising in magazines that have digital publications that can be viewed from any device with an internet connection.
MEDIA MIX • Print • • •
• Television
• Outdoor • Bulletins • Bus Shelters • Bus Benches • Taxis • Stickers
• • •
NO INTERACTIVE OR RADIO ADVERTISEMENT WILL BE USED.
TELEVISION Networks:
Our target audience likes:
on
on
PRINT Magazines:
10 times per year
Weekly
All have digital publications
• Consumers love People, it would be nice to gain more consumers from their audience.
•
Bi-monthly
Chose Women’s Health and Weight Watchers because the majority of both our consumers are looking to lose weight and live a healthier lifestyle.
OUTDOOR Bus Shelters and Bus Benches
Taxis
• Want to reach people in New York City and Chicago. • People who walk by or run by will notice as they travel the city. • Taxis will grab the commuter’s attention and the walker’s attention as well.
OUTDOOR Bulletins:
• Want to get people in high traffic areas. • For example: • Highways in between Chicago and Milwaukee.
OUTDOOR Stickers: • Serves as a reminder to people • Can be used for anything and put anywhere • Sparks interest
BUDGET
$10 Million • Magazines
• $1,687,000 (People) • $89,720 (Weight Watchers) • $783,240 (Women’s Health)
• Television
• $3,162,500 (ABC) • $1,540,000 (Food Network) • $2,530,000 (Fox)
• Outdoor • • • • •
$142,740 (Bulletins) $45,500 (Bus Shelters) $15,600 (Bus Benches) $3,600 (Taxi) $99 (2,400 Stickers)
BUDGET
Total amount:
$9,999,999
SOURCES MRI+ SRDS Pepsi Co. Annual Report Hell’s Kitchen: http://www.city-data.com/neighborhood/Hell-s-KitchenNew-York-NY.html
Scandal demographics: http://www.imdb.com/title/tt1837576/ratings-male_age_1 People demographics: http://megamediamarketing.com/demographics.html
Media
Rates
Target
Magazines !People !Weight Watchers !Women's Health Television !ABC !Food Network !Fox Out Door !Bulletins !Bus Shelters !Bus Benches !Taxi !Stickers
Rates 4C 1 Page $337,400 $89,720 $195,810 Points Per Week Primetime: $25,300 Early News: $7,700 Primetime: $25,300
W18-35
$142,740 $45,500 $1,200 $200 $99 (for 2,400 stickers)
1
January 6 15 22
x
x
29
5
February 12 19
26
5
March 12 19
26
x x x
x
x
x
x x x 100 Stickers distributed
100 Stickers distributed
200 Stickers distributed
Media Plan With a Budget of $10,000,000
2
9
April 16 23
30
7
May 14 21
28
4
June 11 18
x
x
x x
25
2
9
x
x
x
July 16 23
30
6
x x
x
August 13 20
27
September 3 10 17
x
x x
x x
x
x x
x x
x
x
x
x x 300 Stickers distributed
300 Stickers distributed
300 Stickers distributed
300 Stickers distributed
300 Stickers distributed
200 Stickers distributed
Josh Kaczmarek
mber 24
distributed
1
October 8 15 22
29
5
November 12 19 26
3
December 10 17 24
TRPS
Cost
Ins
(Financial Statement)
5 1 4 25 20 20
13 18
x 100 Stickers distributed
100 Stickers distributed
100 Stickers distributed
$1,687,000 $89,720 $783,240 $3,162,500 $1,540,000 $2,530,000 $142,740 $45,500 $15,600 $3,600 $99 Total Cost: $9,999,999
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