2012 Media Plan Recommendation for Gatorade Niko Vergis
PURPOSE • The purpose of this media plan is to provide Gatorade with media target recommendations for this upcoming calendar year.
SWOT Strengths • Innovative • Restores electrolytes, nutrition, and quenches thirst • Strong brand equity • Keeps market difficult for other competitors to take over • Loyal costumers • Product variation • Worldwide distribution Weaknesses • Too much selection • not enough sales overseas • Too much exposure as a leader
Opportunities • More expansion overseas • Emerging markets • Expanding products and services • Upcoming athletes and sports to sponsor
Threats • Vitamin water • PowerAde • 5 hour energy • Other energy products and beverages
MARKETING OBJECTIVES • Maintain Gatorade as the number one sports energy drink. • Continue to hold the largest market share in the category. • Increase sales by 20%. • Market 30% of Gatorade towards women, and build a sector of the brand directed towards them. • Continue to endorse all athletes through all media mediums. • Elaborate on more science behind the formula.
MEDIA OBJECTIVES • Continue to build year round awareness about Gatorade and effectively communicate the technical advantages and benefits of the brand. • Target males between 18-34 years old that buy the product on average 3 times a week. • Sustain awareness by reaching 30% of our users at least once a month. • Build a bigger relationship between woman and the brand.
TARGET AUDIENCE • • • • • • •
Male 18 – 34 years old Single American Indian/Alaskan Native HHI <$20,000 High school Education Construction/maintenance
GEOGRAPHY • Gatorade will focus in the United States and try to increase frequency around the world. • The census regions of the west and eastern coast’s should be focused on, hitting the major cities in-between both.
SEASONALITY • Seasonality within the Gatorade brand is year round. • Brand awareness would increase around May – September for summer time and to promote electrolyte hydration during the hot summer days.
MEDIA STRATEGY/SELECTION • Involve Gatorade in environments and media to maintain and improve the brands leadership image. • Most men in the brands target audience is the same target audience for specific magazines. • Women to reach would be specific magazines during specific seasons. • Spot television would be the primary medium. • Magazine pages during peak seasons of use.
COMMUNICATION GOALS REACH/FREQUENCY/CONTINUITY • Structure advertising to achieve the most effective reach and frequency during peak sales periods: March through September, specifically through magazines. • To increase reach, the rating points should be planned around weekend sporting events and TV shows that have maximum frequency of men watching.
COMMUNICATION GOALS REACH/FREQUENCY/CONTINUITY • • • •
Recommended Programs ESPN All sporting events during weekends/weekdays Spike TV Big Ten Network
Recommended Magazines • ESPN • People • Playboy • Fitness • Woman’s Health • Maxim
MEDIA DISCUSSION Television • TV spots will air Saturday and Sunday heavily. Weekdays during prime time on sporting channels, sporting events and men's TV shows. Magazines • Advertising will be held on each issue March through September. • Page 4/color • 2 color • 2nd cover • B&W 1 page
CREATIVE CONSIDERATIONS • Wrapped trains • Bus shelters • Billboards
FINANCIAL CONSIDERATIONS â&#x20AC;˘ The 2012 media budget is as follows: MEDIA FLOWCHART FOR GATORADE January Magazines
1 2
3
February 4
5
6
7
March 8
April
May
June
July
August
September
October
November
December
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
Total Cost
PlayBoy (B&W 1 page)
$230,490
ESPN (4th page color)
$272,378
People (4 color)
329,600
Fitness (2 color)
$418,740
Womans' Health (1 page 4 color)
$532,815
Maxim (2nd cover 4 color)
246,280 $2,030,303
TV Spike TV ESPN Big Ten Network Sporting events weekend/weekdays $7,741,692 Other (all on national level) Wrapped Trains (each pair) Bus Shelters (70 units) Billboards (12 units)
$39,765 $45,500 $142,740 $228,005 Total $: $10,000,000
Bibliography • http://www.espncms.com/ • http://www.srds.com.emils.lib.colum.edu/cmas/ main?&servlet • http://www.playboy.com/ • Gatorade Works On Endurance: New Formula for Long Workouts Aims to Stave Off Rival Powerade." The Homa Files. 21 Mar. 2005. Web. 15 Feb. 2012. <http://faculty.msb.edu/homak/HomaHelpSite/ WebHelp %20x08-1111/Gatorade_Endurance_WSJ_3-21-05.htm>.