atorade Target Account Profile Niko Vergis Technology For Marketing Spectra
Standard 60 Microsegments - BehaviorScape Profile BehaviorStage Start-Up Families - HHs with Young Children Only < 6 Small Scale Families - Small HHs with Older Children 6+ Younger Bustling Families - Large HHs with Children (6+), HOH <40 Older Bustling Families - Large HHs with Children (6+), HOH 40+ Young Transitionals - Any size HHs, No Children, < 35 Independent Singles - 1 person HHs, No Children, 35-64 Senior Singles - 1 person HHs, No Children, 65+ Established Couples - 2+ person HHs, No Children, 35-54 Empty Nest Couples - 2+ person HHs, No Children, 55-64 Senior Couples - 2+ person HHs, No Children, 65+ Total BehaviorStage Start-Up Families - HHs with Young Children Only < 6 Small Scale Families - Small HHs with Older Children 6+ Younger Bustling Families - Large HHs with Children (6+), HOH <40 Older Bustling Families - Large HHs with Children (6+), HOH 40+ Young Transitionals - Any size HHs, No Children, < 35 Independent Singles - 1 person HHs, No Children, 35-64 Senior Singles - 1 person HHs, No Children, 65+ Established Couples - 2+ person HHs, No Children, 35-54 Empty Nest Couples - 2+ person HHs, No Children, 55-64 Senior Couples - 2+ person HHs, No Children, 65+ Total
Cosmopolitan Centers 83 154 157 275 97 45 17 201 95 76 115 Cosmopolitan Centers 0.9% 1.5% 1.1% 3.5% 1.9% 1.0% 0.2% 3.1% 1.2% 1.0% 15.5%
Affluent Suburban Spreads
Comfortable Country 82 159 142 225 79 30 22 128 78 68 110
Affluent Suburban Spreads 1.4% 2.8% 1.7% 6.3% 0.9% 0.5% 0.3% 2.4% 1.8% 1.5% 19.5%
135 175 120 170 67 38 18 111 95 64 102 Comfortable Country 1.9% 3.1% 1.6% 3.5% 0.7% 0.6% 0.3% 2.2% 2.2% 1.5% 17.6%
Struggling Urban Modest Working Cores Towns 111 130 271 152 94 31 20 89 103 64 103
86 119 139 198 64 48 27 117 93 73 90
Struggling Urban Modest Working Cores Towns 1.3% 1.4% 3.0% 1.9% 1.8% 0.6% 0.2% 1.0% 0.8% 0.6% 12.6%
1.3% 2.0% 1.9% 3.1% 1.4% 1.2% 0.6% 2.2% 1.4% 1.5% 16.6%
Plain Rural Living
Total
75 126 125 147 88 47 31 116 92 66 87 Plain Rural Living 1.2% 2.7% 2.1% 2.6% 1.3% 1.1% 0.8% 2.4% 2.0% 1.8% 18.2%
Fast Facts For Gatorade •Key costumer segments for total consumption are small scale families and young and old bustling families across the board. Also a high usage in cosmopolitan centers with established couples. These segments reach over 150 which is over half of what is consumed by an average user. •The percentage of the highest index costumers makes over 58% of volume bought. •Core costumers of this category are start up families and young and older bustling families. •Young transitional and independent singles in cosmopolitan and affluent suburban spreads from high to low income should be targeted. •Top competitors are VitaminWater and PowerAde •Demographics for Gatorade consist of younger kids ages 6 - 17 in a household of 4 or more people in a high urban society. The highest consumer is of Hispanic race.
94 144 154 195 82 41 24 127 91 68 100
Total 8.1% 13.5% 11.4% 21.1% 8.1% 5.0% 2.2% 13.4% 9.4% 7.8% 100.0%
Standard 60 Microsegments - BehaviorScape Profile BehaviorStage Start-Up Families - HHs with Young Children Only < 6 Small Scale Families - Small HHs with Older Children 6+ Younger Bustling Families - Large HHs with Children (6+), HOH <40 Older Bustling Families - Large HHs with Children (6+), HOH 40+ Young Transitionals - Any size HHs, No Children, < 35 Independent Singles - 1 person HHs, No Children, 35-64 Senior Singles - 1 person HHs, No Children, 65+ Established Couples - 2+ person HHs, No Children, 35-54 Empty Nest Couples - 2+ person HHs, No Children, 55-64 Senior Couples - 2+ person HHs, No Children, 65+ Total BehaviorStage Start-Up Families - HHs with Young Children Only < 6 Small Scale Families - Small HHs with Older Children 6+ Younger Bustling Families - Large HHs with Children (6+), HOH <40 Older Bustling Families - Large HHs with Children (6+), HOH 40+ Young Transitionals - Any size HHs, No Children, < 35 Independent Singles - 1 person HHs, No Children, 35-64 Senior Singles - 1 person HHs, No Children, 65+ Established Couples - 2+ person HHs, No Children, 35-54 Empty Nest Couples - 2+ person HHs, No Children, 55-64 Senior Couples - 2+ person HHs, No Children, 65+ Total
Cosmopolitan Centers 111 146 211 230 60 42 22 107 80 64 96 Cosmopolitan Centers 1.2% 1.5% 1.5% 3.0% 1.2% 0.9% 0.2% 1.7% 1.0% 0.8% 13.0%
Affluent Suburban Spreads
Comfortable Country 93 141 181 198 74 40 25 99 79 52 104
Affluent Suburban Spreads 1.6% 2.5% 2.2% 5.5% 0.9% 0.6% 0.3% 1.9% 1.8% 1.1% 18.4%
108 140 182 171 77 42 26 96 74 52 96 Comfortable Country 1.5% 2.5% 2.4% 3.5% 0.8% 0.7% 0.4% 1.9% 1.7% 1.2% 16.6%
Struggling Urban Modest Working Cores Towns 128 175 262 234 76 56 32 117 101 82 121
122 154 201 221 74 52 25 101 81 57 100
Struggling Urban Modest Working Cores Towns 1.5% 1.9% 2.9% 2.9% 1.5% 1.0% 0.3% 1.3% 0.8% 0.7% 14.9%
1.9% 2.6% 2.7% 3.5% 1.6% 1.3% 0.5% 1.9% 1.3% 1.2% 18.5%
Plain Rural Living
Total
109 135 152 186 77 47 28 92 78 51 90 Plain Rural Living 1.8% 2.9% 2.6% 3.4% 1.2% 1.1% 0.7% 1.9% 1.7% 1.4% 18.7%
111 146 193 202 72 47 27 100 80 56 100
Total 9.5% 13.8% 14.3% 21.8% 7.1% 5.7% 2.5% 10.5% 8.2% 6.5% 100.0%
Fast facts for Category •The key costumer segments for the product category would be high and low income, younger and older bustling families, small scale families and lower income start up families. •Gatorade has the same core customer as the category although Gatorade has a above average users in small scale families. •For the sports drink category in general I would target young transitionals and independent singles across the board. •The demographic criteria for the brand are black’s and Hispanics with a house hold income of$50,000 or more, ages 35 – 54. the buyer for this category also has anywhere from 3 – 5 people in the house, children 6 – 17 or no children at all. They are in a struggling urban mix and is located in the south Atlantic census.
Snapshot for VitminWater Demographic Skews Channel Summary
% Volume
Total Volume per 100 HHs
Grocery
53%
123.23
Mass Merchandise
23%
53.69
Club
17%
38.51
Drug
3%
6.81
All Other
3%
6.72
Convenience
1%
1.97
Blacks
Total Consumption
Index
19%
162
7%
162
29%
145
Affluent Minipolitan Sprawl
8%
143
Struggling Urban Mix
5%
142
4 person households
19%
138
5 + person households
14%
135
3 person households
22%
133
Income $100,000 +
24%
132
Age 25-34
21%
132
Age 18-24 Children 6-17 only
Glaceau Vitamin Water (SD-Non-Carb : Water-Bottled) Pints Total Consumption BehaviorScape Framework
LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Struggling Urban Cores
Modest Working Towns
Plain Rural Living
Total
Start-Up Families HHs with Young Children Only < 6
116
112
131
116
114
70
108
Small Scale Families Small HHs with Older Children 6+
161
180
141
184
133
96
144
Younger Bustling Families Large HHs with Children (6+), HOH <40
165
169
93
164
109
89
125
Older Bustling Families Large HHs with Children (6+), HOH 40+
162
210
144
218
118
110
162
Young Transitionals Any size HHs, No Children, < 35
110
223
159
101
143
59
126
Independent Singles 1 person HHs, No Children, 35-64
72
80
47
81
58
34
61
Senior Singles 1 person HHs, No Children, 65+
16
19
8
28
21
8
16
Established Couples 2+ person HHs, No Children, 35-54
145
131
138
147
173
115
140
Empty Nest Couples 2+ person HHs, No Children, 55-64
123
97
63
83
94
67
85
51
54
50
83
49
29
48
108
130
95
120
98
64
100
BehaviorStage
Senior Couples 2+ person HHs, No Children, 65+ Total
150
200
100
150
50
100
0
50 0 Under $10,000
$10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 or More
Age 18 - 24
Age 25 - 34
Age 35 - 44
Age 45 - 54
Age 55 - 64
Age 65 or More
Snap Shot of Powerade Demographic Skews Channel Summary
Total Volume % Volume per 100 HHs
Grocery
71%
6385.71
Mass Merchandise
18%
1630.13
All Other
4%
392.92
Club
4%
374.93
Drug
2%
147.87
Convenience
1%
48.91
Total Consumption
Index
Children 6-17 only
40%
200
5 + person households
21%
193
4 person households
22%
161
Age 35-44
28%
151
Some High School (9-11 yrs)
12%
148
Age 45-54
31%
145
Children under 6 and 6-17
10%
138
Struggling Small City Mix
4%
130
Struggling Country Living
5%
129
22%
128
3 person households
Powerade Ion 4 (Jc,Drk-Can,Btl : Frdrk-O/Cont) Oz. Total Consumption BehaviorScape Framework
LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Struggling Urban Cores
Modest Working Towns
Plain Rural Living
Total
Start-Up Families HHs with Young Children Only < 6
63
56
117
96
114
85
88
Small Scale Families Small HHs with Older Children 6+
120
135
190
194
143
186
164
Younger Bustling Families Large HHs with Children (6+), HOH <40
166
160
207
123
178
132
160
Older Bustling Families Large HHs with Children (6+), HOH 40+
200
211
210
152
291
272
225
Young Transitionals Any size HHs, No Children, < 35
50
78
89
98
90
134
89
Independent Singles 1 person HHs, No Children, 35-64
28
23
45
49
63
44
43
6
8
8
20
11
25
14
Established Couples 2+ person HHs, No Children, 35-54
97
104
115
134
150
137
123
Empty Nest Couples 2+ person HHs, No Children, 55-64
61
66
78
85
74
107
80
Senior Couples 2+ person HHs, No Children, 65+
41
30
31
68
37
39
38
Total
75
94
108
100
106
109
100
BehaviorStage
Senior Singles 1 person HHs, No Children, 65+
150
200
100
150
50
100
0
50 0 Under $10,000
$10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 or More
Age 18 - 24
Age 25 - 34
Age 35 - 44
Age 45 - 54
Age 55 - 64
Age 65 or More
Snap Shot Of Gatorade Gatorade (Jc,Drk-Can,Btl : Frdrk-O/Cont) Oz. Total Consumption BehaviorScape Framework
LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Struggling Urban Cores
Modest Working Towns
Plain Rural Living
Total
Start-Up Families HHs with Young Children Only < 6
83
82
135
111
86
75
94
Small Scale Families Small HHs with Older Children 6+
154
159
175
130
119
126
144
Younger Bustling Families Large HHs with Children (6+), HOH <40
157
142
120
271
139
125
154
Older Bustling Families Large HHs with Children (6+), HOH 40+
275
225
170
152
198
147
195
Young Transitionals Any size HHs, No Children, < 35
97
79
67
94
64
88
82
Independent Singles 1 person HHs, No Children, 35-64
45
30
38
31
48
47
41
Senior Singles 1 person HHs, No Children, 65+
17
22
18
20
27
31
24
Established Couples 2+ person HHs, No Children, 35-54
201
128
111
89
117
116
127
Empty Nest Couples 2+ person HHs, No Children, 55-64
95
78
95
103
93
92
91
Senior Couples 2+ person HHs, No Children, 65+
76
68
64
64
73
66
68
115
110
102
103
90
87
100
BehaviorStage
Total
150
150
100
100 50
50 0 0 Age 18 - 24
Age 25 - 34
Age 35 - 44
Age 45 - 54
Age 55 - 64
Age 65 or More
Under $10,000
$10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 or More
Channel Summary
% Volume
Grocery Mass Merchandise Club All Other Drug Convenience
60% 18% 12% 7% 3% 1%
Total Volume per 100 HHs
5373.23 1589.33 1051.38 635.16 290.42 56.29
Demographic Skews 5 + person households Children 6-17 only 4 person households Urban High Society Hispanics Age 45-54 3 person households Children under 6 and 6-17 Income $100,000 + Affluent Country Living
Total Consumption
19% 35% 22% 5% 16% 30% 23% 10% 24% 4%
150 100 50 0
• •
• • • •
Under $10,000
$10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 or More
The top competitors with similar consumers are Capri Sun and Cool-Aid Jammers. The variance between the top competitors of Gatorade and the ones I chose attract two different markets. While Capri Sun, Cool-Aid, and Gatorade share the same competitors, Gatorade should focus on targeting consumers in the sports drink category. The biggest channel to distribute Gatorade in should be grocery stores. They hold 60% volume for every 100 house holds. Most of volume comes from upper class cosmopolitan areas, suburban spreads and comfortable country. The demographic attributes are the number of persons, householder age and presence of children. Important census divisions for the brand are south Atlantic, and middle Atlantic with the highest index. The highest volume also comes from these two regions reaching 23% in the south Atlantic.
Index
175 172 155 150 142 140 139 137 132 127
Snap Shot of Category TOTAL FRUIT DRINKS-OTHER CONTAINER (JC,DRK-CAN,BTL) OZ. Total Consumption BehaviorScape Framework
LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Struggling Urban Cores
Modest Working Towns
Plain Rural Living
Total
Start-Up Families HHs with Young Children Only < 6
111
93
108
128
122
109
111
Small Scale Families Small HHs with Older Children 6+
146
141
140
175
154
135
146
Younger Bustling Families Large HHs with Children (6+), HOH <40
211
181
182
262
201
152
193
Older Bustling Families Large HHs with Children (6+), HOH 40+
230
198
171
234
221
186
202
Young Transitionals Any size HHs, No Children, < 35
60
74
77
76
74
77
72
Independent Singles 1 person HHs, No Children, 35-64
42
40
42
56
52
47
47
Senior Singles 1 person HHs, No Children, 65+
22
25
26
32
25
28
27
Established Couples 2+ person HHs, No Children, 35-54
107
99
96
117
101
92
100
Empty Nest Couples 2+ person HHs, No Children, 55-64
80
79
74
101
81
78
80
Senior Couples 2+ person HHs, No Children, 65+
64
52
52
82
57
51
56
Total
96
104
96
121
100
90
100
BehaviorStage
150
200
100
150
50
100
0
50 0 Under $10,000
$10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 or More
Age 18 - 24
Age 25 - 34
Age 35 - 44
Age 45 - 54
Age 55 - 64
Age 65 or More
Channel Summary
% Volume
Grocery Mass Merchandise Club All Other Drug Convenience
59% 23% 10% 6% 1% 1%
Total Volume per 100 HHs
60312.33 23108.90 9903.66 6369.75 1231.46 523.16
Demographic Skews
Total Consumption
5 + person households Children under 6 and 6-17 Children 6-17 only Blacks 4 person households Age 35-44 Struggling Urban Mix Hispanics Age 45-54 3 person households
21% 14% 35% 19% 22% 27% 5% 16% 27% 21%
Index
200 100 0 White
• • •
• • •
Black
Hispanic
Other
The category has Vitamin Water and Powerade as competitors in the same market. The biggest channel that is distributing the products are grocery stores reaching almost 60% volume and mass merchandise stores reaching 23%. Most of the volume attributes are coming from households with increased amount of people in the house and how many children are present. Mostly located in the South Atlantic region holding 22.2% volume and 111 index. For the competitors vitamin water has the majority of the upper left hand quadrant of consumers, while Powerade and Gatorade share small scale families, younger and older bustling families across the board. The category reaches the censes on south Atlantic, middle Atlantic and east north central. Although Vitamin Water has the most targeting in the Mountain, Middle Atlantic and New England Census. I don’t believe any of these brands would be a good idea to do a cross promotion with simply because they are Gatorades competitors.
200 185 176 161 160 147 143 137 128 127
LifeStyle BehaviorStage Start-Up Families HHs with Young Children Only < 6 Small Scale Families Small HHs with Older Children 6+ Younger Bustling Families Large HHs with Children (6+), HOH <40 Older Bustling Families Large HHs with Children (6+), HOH 40+ Young Transitionals Any size HHs, No Children, < 35 Independent Singles 1 person HHs, No Children, 35-64 Senior Singles 1 person HHs, No Children, 65+ Established Couples 2+ person HHs, No Children, 35-54 Empty Nest Couples 2+ person HHs, No Children, 55-64 Senior Couples 2+ person HHs, No Children, 65+ Total
Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Struggling Urban Cores
Modest Working Towns
Plain Rural Living
Total
83
82
135
111
86
75
94
154
159
175
130
119
126
144
157
142
120
271
139
125
154
275
225
170
152
198
147
195
97
79
67
94
64
88
82
45
30
38
31
48
47
41
17
22
18
20
27
31
24
201
128
111
89
117
116
127
95
78
95
103
93
92
91
76
68
64
64
73
66
68
115
110
102
103
90
87
100
Reaching the Consumer • I grouped Modest working Towns and Plain Rural Living, from Start-up Families to Independent Singles. I grouped these cells together because I would like to see increase in totals down the board of these 2 categories. •I choose these particular segments because I can see it would take what competitors have not yet reached. Although a few of the behavior stages are fairly high in index in the lifestyles, the life styles I have chosen have not reach 100 percent in index yet. •Vitamin Water has a very low index within these lifestyle categories. Although PowerAde users do have an index were people in these categories consume over double their product. •I believe by marketing into these lifestyles Gatorade will have opportunity to make PowerAde users to brand switchers.
low income prospects index modest working-rural Geography Name Total % HHs
20762 Andrews Air Force Base MD 23459 Virginia Beach VA 23460 Virginia Beach VA 23461 Virginia Beach VA 23521 Norfolk VA 23604 Fort Eustis VA 23665 Hampton VA 29207 Columbia SC 30905 Augusta GA 31098 Warner Robins GA 31409 Savannah GA 32212 Jacksonville FL 32214 Jacksonville FL 32227 Jacksonville FL 32403 Panama City FL 32508 Pensacola FL 33039 Homestead FL 33621 Tampa FL 35808 Huntsville AL 35898 Huntsville AL 36115 Montgomery AL 42223 Fort Campbell KY 28308 Pope A F B NC 23651 Fort Monroe VA 28310 Fort Bragg NC 31315 Fort Stewart GA 31314 Fort Stewart GA 21005 Aberdeen Proving Ground MD 28307 Fort Bragg NC
0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.01% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.01%
Target % HHs
Target % Pen
0.01% 0.00% 0.00% 0.00% 0.00% 0.01% 0.01% 0.01% 0.01% 0.01% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.04% 0.00% 0.00% 0.02% 0.02% 0.00% 0.01% 0.02%
100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 99.75% 98.77% 98.41% 97.17% 96.38% 96.10% 95.03%
Target Index
Target HHs
434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 434 433 429 427 422 419 417 413
1,552 108 67 176 373 973 1,302 813 987 1,050 85 8 332 69 508 316 18 521 389 3 213 3,822 279 293 2,078 1,637 433 757 2,220
Target Ranking Report by Zip Code •The most potential I would have to reach my target would be in Virginia Beach, Jacksonville Florida because that’s where the least amount of targeted households are being reached. Also the 23400 – 23500 in Virginia Beach should be targeted as well. •A few marketing strategies could be about beating dehydration in the heat of these states.
low income prospects index modest working-rural Store Name
Store Address Total % HHs
Target % HHs
Target % Pen
Target Index
Target HHs
FAMILY DOLLAR
7815
1238 Espejo Molina Rd: Laredo TX: 78046
0.00%
0.00%
100.00%
370
783
FAMILY DOLLAR
4405
11420 Socorro Rd: El Paso TX: 79927
0.00%
0.00%
100.00%
370
608
FAMILY DOLLAR
4996
326 S Alton Blvd: Alton TX: 78573
0.00%
0.00%
100.00%
370
595
FAMILY DOLLAR
5808
3913 Loop 20: Laredo TX: 78043
0.00%
0.00%
100.00%
370
854
DOLLAR GENERAL
9207
1651 S Veterans Blvd: Eagle Pass TX: 78852
0.00%
0.00%
100.00%
370
595
DOLLAR GENERAL
9605
11401 Socorro Rd: Socorro TX: 79927
0.00%
0.00%
100.00%
370
762
DOLLAR GENERAL
9208
3800 S Zapata Hwy: Laredo TX: 78046
0.00%
0.00%
100.00%
370
561
2905 Zapata Hwy S: Laredo TX: 78049
0.00%
0.00%
100.00%
370
712
4401 Highway 83 South: Laredo TX: 78046
0.01%
0.03%
100.00%
370
6,310
12686 Alameda Ave: Clint TX: 79836
0.00%
0.00%
100.00%
370
919
FAMILY DOLLAR
6744
WAL MART SUPERCENTER DOLLAR GENERAL
10533
3623
FAMILY DOLLAR
7348
12201 Socorro Rd: San Elizario TX: 79849
0.00%
0.00%
100.00%
370
927
FAMILY DOLLAR
7596
4021 N la Homa Rd: Mission TX: 78574
0.00%
0.00%
100.00%
370
612
FAMILY DOLLAR
7450
3307 W 5 Mile Line: Mission TX: 78574
0.00%
0.00%
100.00%
370
774
DOLLAR GENERAL
3000 W Mile 3 Rd: Mission TX: 78574
0.00%
0.00%
100.00%
370
618
FAMILY DOLLAR
8002
2817 W 7 Mile Rd: Mission TX: 78574
0.00%
0.00%
100.00%
370
780
FAMILY DOLLAR
8559
DOLLAR GENERAL DOLLAR GENERAL FAMILY DOLLAR
11097
4221 S Raul Longoria Rd: Edinburg TX: 78542
0.00%
0.00%
100.00%
370
440
5847
4406 S Raul Longoria Rd: Edinburg TX: 78542
0.00%
0.00%
99.72%
369
580
11240
4401 W 7 Mile Line: Mission TX: 78572
0.00%
0.00%
99.38%
368
776
5627 El Indio Hwy: Eagle Pass TX: 78852
0.00%
0.00%
99.02%
367
594
7826
Targeted Ranking by Stores •Its clear that looking at the chart above, the best chain of stores to Gatorade through is Dollar General, Family Dollar and Wal-Mart's which target the most house holds. •Other chains I would target to sell the product in other than the ones above would be, Meijer, Target, HEB, and Wagmans Food Market. •I would start by putting Point of Purchase displays in the stores , as well as a buy one get one free or discounted cases.
low income prospects index modest working-rural Product
Total Consumption - Total Volume per 100 HHs Total Measure
Target Measure
Target Index
Magzn Select Titles Pop Star (Books & Magazines : Magzn Select Titles) Ct. ***
0.27
0.55
205
J 14 (Books & Magazines : Magzn Select Titles) Ct. ***
0.47
0.95
202
Seventeen (Books & Magazines : Magzn Select Titles) Ct. ***
0.37
0.70
190
Tiger Beat (Books & Magazines : Magzn Select Titles) Ct. ***
0.35
0.66
189
All You (Books & Magazines : Magzn Select Titles) Ct.
3.06
4.51
148
Time Dstrbtn Srvc-Wp (Books & Magazines : Magzn Select Titles) Ct.
3.57
5.16
145
Sophisticates (Books & Magazines : Magzn Select Titles) Ct. ***
0.26
0.36
140
Cosmopolitan (Books & Magazines : Magzn Select Titles) Ct. **
1.15
1.46
127
In Touch (Books & Magazines : Magzn Select Titles) Ct.
6.90
8.14
118
Shape (Books & Magazines : Magzn Select Titles) Ct. ***
0.36
0.39
109
Best Books And Magazines To Advertise In â&#x20AC;˘Above are the top ten magazines and books to advertise in. The index for total consumption of volume is highest in the first top four, but reaching the yellow index segment would be a good idea as well because those have higher target measurements. â&#x20AC;˘It seems the young adult magazines are of popularity in the target. A good marketing program might be to have a contest or sweepstakes through Gatorade. Another idea would be to think of someway to sponsor a high school team for an event or have a contest between high schools within a low income area.
low income prospects index modest working-rural Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index
Product Snacks - Health Bars & Sticks Snickers Marathon (Snacks : Snks-Health Bars & Stks) Oz. ** Private Label (Snacks : Snks-Health Bars & Stks) Oz. Kashi Go Lean Roll! (Snacks : Snks-Health Bars & Stks) Oz. *** Tigers Milk (Snacks : Snks-Health Bars & Stks) Oz. *** Premier Protein (Snacks : Snks-Health Bars & Stks) Oz. *** Planters Nutrition (Snacks : Snks-Health Bars & Stks) Oz. Balance Bar Gold (Snacks : Snks-Health Bars & Stks) Oz. * Worldwide Pure Protein (Snacks : Snks-Health Bars & Stks) Oz. Kelloggs Special K Protein (Snacks : Snks-Health Bars & Stks) Oz. ** Soyjoy (Snacks : Snks-Health Bars & Stks) Oz. * Odwalla (Snacks : Snks-Health Bars & Stks) Oz. * Eas Myoplex (Snacks : Snks-Health Bars & Stks) Oz. *** Power Bar Harvest (Snacks : Snks-Health Bars & Stks) Oz. * Power Bar Protein Plus (Snacks : Snks-Health Bars & Stks) Oz. * Power Bar Triple Threat (Snacks : Snks-Health Bars & Stks) Oz. * Power Bar (Snacks : Snks-Health Bars & Stks) Oz. *
13.98 78.17 2.28 12.52 23.63 44.34 16.68 78.93 8.22 16.22 13.92 3.31 22.30 17.24 21.20 37.31
22.17 110.57 2.88 14.60 27.67 49.20 17.78 83.24 8.45 16.57 13.59 3.22 21.48 16.57 20.39 34.60
159 141 126 117 117 111 107 105 103 102 98 97 96 96 96 93
Co-Promotion For Health Bars/Snacks • •
•
I chose Health bars because an energy drink and a healthy snack or pre work out bar would maintain the image of staying healthy and eating healthy. They best opportunity in my opinion would be to team up with Power Bar, Premier Protein or planter nutrition bars. I believe so-branding with these company's would make the most sense since these would be the most popular snack bars people would eat before and immediately after working out. These brands specifically would still help maintain either brands image. The most potential brands to work with would be Snickers Marathon Bar, Private Label, and Kashi. These brands do hold the leading spots in the target index but would portray a confusing image to Gatorade users.
low income prospects index modest working-rural Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index
Product Trail Mixes Sahale Snacks (Snacks : Trail Mixes) Oz. ** American Importing Company-NBL (Snacks : Trail Mixes) Oz. * Kars (Snacks : Trail Mixes) Oz. * Emerald Breakfast On The Go! (Snacks : Trail Mixes) Oz. Waymouth Farms Inc-NBL (Snacks : Trail Mixes) Oz. *** Good Sense (Snacks : Trail Mixes) Oz. ** General Mills Chex Mix (Snacks : Trail Mixes) Oz. * Ocean Spray Craisins (Snacks : Trail Mixes) Oz. * Planters Nutrition (Snacks : Trail Mixes) Oz. Emerald Harmony (Snacks : Trail Mixes) Oz. *** Private Label (Snacks : Trail Mixes) Oz. Planters (Snacks : Trail Mixes) Oz. Naturally Select (Snacks : Trail Mixes) Oz. *
5.19 20.63 50.02 62.40 6.59 10.61 14.71 11.51 37.61 13.74 1064.17 83.20 23.48
6.39 25.13 60.50 75.64 7.86 12.07 15.06 11.55 37.22 13.42 1031.98 81.07 22.75
123 122 121 121 119 114 102 100 99 98 97 97 97
Co-Promotion For Trail Mix •
•
•
I Choose to Co-brand with trail mixes because it is a healthy snack that everybody loves. Since nuts have an image of healthiness and natural energy for the body, it would be a good idea to team up Gatorade with one of these brands. The best brand opportunity would be for Gatorade to pair up with Sahale Snacks, American Importing Company, Kars, Emerald Breakfast On The Go!, and Waymouth Farms. These brands do hold the highest Target Index, but Gatorades image may not collaborate so well with these brands. Brands that would work well together and that will maintain Gatorades image would be Ocean Spray Craisins and Planters. These are more well known brands and will have the best potential for a promotion.
low income prospects index modest working-rural Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index
Product Complete Nutritional Products Pediasure (Vitamins : Complete Nutritional Product) Oz. ** Boost Kid Essentials (Vitamins : Complete Nutritional Product) Oz. *** Private Label (Vitamins : Complete Nutritional Product) Oz. Boost (Vitamins : Complete Nutritional Product) Oz. TOTAL COMPLETE NUTRITIONAL PRODUCTS (VITAMINS) OZ. Boost Plus (Vitamins : Complete Nutritional Product) Oz. ** Glucerna (Vitamins : Complete Nutritional Product) Oz. * Ensure (Vitamins : Complete Nutritional Product) Oz. Minerals Lil Critters Calcium Gmy Brs (Vitamins : Minerals) Ct. *** Applied Nutrition (Vitamins : Minerals) Ct. *** Now (Vitamins : Minerals) Ct. *** Rexall (Vitamins : Minerals) Ct. ** Vita Fusion (Vitamins : Minerals) Ct. *** Slow Fe (Vitamins : Minerals) Ct. **
361.65 58.37 508.23 621.57 3369.74 59.85 235.15 1435.44
510.27 73.22 472.00 515.97 2579.73 37.76 125.93 758.25
141 125 93 83 77 63 54 53
139.81 17.98 57.68 48.39 38.61 35.78
172.86 17.39 54.00 43.91 33.31 30.32
124 97 94 91 86 85
Co-Promotion For Multi-Vitamins • •
•
Multi-Vitamins are part of a healthy lifestyle and so is part of Gatorades image. The best opportunities for Co-Promoting vitamins and minerals would be Pediasure, Boost Kid Essentials and Lit Critters calcium gummy bears. These vitamins listed are vitamins specifically for children and might not reach the full potential of possible adult costumers. The brands with most potential would be the whole Boost brand (children and adults) and Ensure. Using these brands to Co-promote healthiness and exercise would also hold good potential. Co-Branding with all of Boosts products would be the most ideal because children and adults will be reached.
low income prospects index modest w orking-rural Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index
Product Gin Seagrams Extra Dry (Liquor : Gin) 16 oz. ** New Amsterdam (Liquor : Gin) 16 oz. *** Gilbeys (Liquor : Gin) 16 oz. *** Gordons (Liquor : Gin) 16 oz. ** TOTAL GIN (LIQUOR) 16 OZ. Beefeater (Liquor : Gin) 16 oz. *** Bombay Sapphire (Liquor : Gin) 16 oz. ** Fleischmanns (Liquor : Gin) 16 oz. *** Tanqueray (Liquor : Gin) 16 oz. **
5.79 1.66 2.91 6.84 45.26 5.06 2.00 2.78 4.09
3.04 0.83 1.36 2.53 16.23 1.83 0.71 0.86 1.25
53 50 47 37 36 36 36 31 31
Co-Promotion for Gin and Vodka •
•
•
Co-Promoting an alcoholic brand is the opposite of Gatorades image but might have some good potential to raise revenues. The brand does not necessarily have to promote mixing a gin with Gatorade but I could promote rejuvenation the morning after a night out in the town. I believe Tanqueray Gin, Svedka Vodka and UV Vodka would be the best brands to work with because of their hip image. Having the 2 brands with similar images would keep each brand interesting and would be a clever way to promote hydration as well. Seagrams Gin, New Amsterdam Gin, Taaka Vodka and Burnetts Vodka would be the best opportunity. Yet, some may say the images of Gatorade and one of these brands might not be a good Co-Promotion because these brands are known as classy sophisticated brands that work solely within the brand itself.
Targeting Local Behaviors •
Top five radio stations
WSH:M-F 10am-3pm aqh(WIHT FM 10AM - 3PM M-F) *** WSH:M-F 10am-3pm cume(WIHT FM 10AM - 3PM M-F) *** WSH:M-F 5am-7am cume(WTTG TV 5AM-7AM M-F) *** WSH:M-S 6am-mid aqh(WIHT FM 6AM - MID M-S) ** WSH:M-S 6am-mid aqh(WINC FM 6AM - MID M-S) ***
•
21.10% 17.81% 6.29% 2.26% 5.75%
33.27% 31.33% 15.70% 3.98% 9.90%
158 176 250 176 172
3.26%
7.93%
243
9.14% 9.51%
18.47% 23.55%
202 248
3.64% 2.39% 3.45% 4.26% 3.94% 4.32% 2.26%
5.27% 3.22% 4.13% 5.65% 4.92% 5.37% 2.78%
145 135 120 133 125 124 123
Top stores
NEW:Audio/video stores bought past 12 months (HHLD)(Target) * NEW:Audio/video stores bought past 12 months (HHLD)(Wal-Mart) *
•
165 167 153 158 174
Top news paper
NEW:CUME Daily newspapers(Asbury Park Press) **
•
0.63% 13.73% 10.66% 0.67% 0.23%
Top five recreational activities
NEW:Activities past 12 months(Bicycling) NEW:Activities past 12 months(Bowling) NEW:Activities past 12 months(Camping) ** NEW:Activities past 12 months(Sail boating) *** NEW:Activities past 12 months(Soccer) **
•
0.38% 8.22% 6.98% 0.42% 0.13%
Reason why target travels
NEW:Airlines used for personal/vacation reasons(Southwest) *** NEW:Airlines used for personal/vacation reasons(Spirit) *** NEW:Airlines used for personal/vacation reasons(United) ** NEW:Airlines used for personal/vacation reasons(USAirways) ** NEW:Airlines used for business reasons(JetBlue) *** NEW:Airlines used for business reasons(Other airline) ** NEW:Airlines used for business reasons(USAirways) ***