Marketing Plan of Gatorade
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I need assistance with composing a growing Marketing Plan for Gatorade, a company of PEPSICO. I have attached all of the specifics required.
References:
www.gatorade.com
www.pepsico.com
Thanks in advance for your time and assistance.
1. Present the NAME of YOUR ORGANIZATION.
2. Present the organization's MISSION STATEMENT.
3. Present a list or table of the major PRODUCTS, GOODS, or SERVICES categories that the company produces and or sells, with an explanation of each. You will present more detail regarding what the company sells and to whom it sells what it sells in SLP 2 #7-9.
4. Present a list of COMPETITORS for the business (if it is small) or a product category (if the company is quite large).
5. Discuss your company's POSITION in the MARKET place relative to competitors, explain your company's strategies or COMPETITIVE ADVANTAGES. and present anything else that you believe communicates your understanding of your business relative to its primary competitors.
6. List what you believe are TWO PRIMARY ATTRIBUTES on which your business competes (such as quality and price) and create a positioning map showing where you are relative to competitors on these TWO criteria.
7. List your PRIMARY TARGET MARKETS (TM's) and name and define them.
8. List your primary PRODUCT CATEGORIES and name and define them.
9. Create a PRODUCT-MARKET GRID with each market down the side, and each product category across the top that illustrated which markets and products are served by your selected organization.
10. Explain if your company follows a market development STRATEGY or a product development strategy, or both. Also explain the basis for choosing that strategy or those strategies.
11. Explain if and/or how your organization has a COMPETITIVE ADVANTAGE relative to its PRODUCT MIX.
Note that included with the Qs in SLP2 is a elaboration of the Qs listed here. In addressing the Qs, at a minimum use TARGET MARKET and PRODUCT STRATEGY as your heading and use the CAPITALIZED and BOLD words in the Qs as subheadings. Please answer these SLP2 questions by adding approximately 3-4 pages to your summary of your SLP1 activities or revised SLP1 and submit it for grading by the end of this module.
12. Describe how products get from manufacturer through the "DISTRIBUTION channel" to the final consumer, if your organization manufactures a product or products.
13. Describe LOGISTICS or how products are transported (land, sea, air, etc.)-- or even how component parts are obtained for manufacturing, if your organization manufactures a product or products.
14. Describe the retail PHYSICAL FACILITY to including its location, its exterior and interior appearance, and related "place" issues, if your organization is a retailer.
15. Explain, with regard to the product(s) (good(s) and/or service(s)) your organization offers, if your organization has a COMPETITIVE ADVANTAGE with its DISTRIBUTION channels or issues?
Note that included with the Qs in SLP3 is a elaboration of the Qs listed here. In addressing the Qs, at a minimum use DISTRIBUTION STRATEGY as your heading and use the CAPITALIZED and BOLD words in the Qs as subheadings. Please answer these SLP3 questions by adding approximately 2-3 pages to your summary of your SLP1 and 2 activities or revised paper that combined SLPs 1 and 2 and submit it for grading by the end of this module.
16. Recalling that promotion includes: advertising, personal selling, publicity, and sales promotion, describe the PROMOTIONAL MIX of your chosen organization.
17. Analyze the promotion of your chosen organization, relative to your products and markets, as if you were making a report to management. Be as specific as possible and be sure to draw on Module 4 background materials in describing the INTEGRATION of the MARKETING MIX.
18. Briefly (1-4 paragraphs), explain if and/or how your organization has COMPETITIVE ADVANTAGE in PROMOTION? If it does not have competitive advantage in promotions, explain why it doesn't have that advantage.
19. Describe the PRICING STRATEGIES and TACTICS of your chosen organization using the proper marketing terminology. Pricing strategies can be simplistically referred to as "above-the-market (higher than competition); at-the-market (same as competition); or below-the-market (lower than competition). You also can use terms such as "skim pricing", "penetration pricing" or other terms you will learn in this Module and in your research.
20. Analyze the pricing strategies and tactics followed by your organization. Be as specific as possible and be sure to draw on Module 5 background materials in describing the INTEGRATION of the MARKETING MIX. (This is the same question as you answered for product, distribution, and promotion; but for pricing).
21. Briefly, explain if your organization has COMPETITIVE ADVANTAGE relative to PRICING.
References:
www.gatorade.com
www.pepsico.com
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Overview of the SLP
I took the elements of a marketing audit/plan and broke them into 5 roughly equal parts. So that you see how these seemingly disparate parts fit together, think of your SLP as a summary and integrative paper of your selected organization's situation with your recommendations. Imagine you are briefing the management of this business, or a potential buyer of this business. You will want to tell them briefly what is happening in the industry, in the business, how it competes, what it is good at, what It needs to do better, where the opportunities lie, etc.
In terms of this summary, I have tried to organize the parts so that you analyze the various components, issues, strategies, tactics, and recommendations for your organization.
Please remember: All SLP discussions about competitive advantage must be specific, they must be defined in terms of competitors. A simplistic example is that Target may have competitive advantage over Macy's in terms of price, but it does not have competitive advantage over Wal-Mart. Of course, you would elaborate more and explain why or why not your organization does or does not have competitive advantage in product, distribution, promotion and then in price relative to its competitors.
1. Present the NAME of YOUR ORGANIZATION.
2. Present the organization's MISSION STATEMENT.
3. Present a list or table of the major PRODUCTS, GOODS, or SERVICES categories that the company produces and or sells, with an explanation of each. You will present more detail regarding what the company sells and to whom it sells what it sells in
4. Present a list of COMPETITORS for the business (if it is small) or a product category (if the company is quite large).
5. Discuss your company's POSITION in the MARKET place relative to competitors, explain your company's strategies or C
1. Present the NAME of YOUR ORGANIZATION.
Gatorade is a division of PepsoCo. The Gatorade name comes from The University of Florida football team, the "Gators". Gatorade Thirst Quencher was invented at The University of Florida to assist their athletes in combating the dehydration that limited their performance-hence "Gator...ade." http://www.gatorade.com/history/born_in_the_lab/
2. Present the organization's MISSION STATEMENT.
Gatorade and GSSI continue to search for and study new and innovative ways to help athletes improve performance by facilitating proper hydration and nutrition. From the lab testing of athletes, to new flavor and delivery system development, to the publication and distribution of scientific research, the Gatorade Company and the GSSI perpetually strive to advance their collective mission of enabling athletes to always perform at their peak.
(Gatorade)
3. Present a list or table of the major PRODUCTS, GOODS, or SERVICES categories that the company produces and or sells, with an explanation of each. You will present more detail regarding what the company sells and to whom it sells what it sells in SLP 2 #7-9.
PepsiCo, Inc.
In 1893, the original Pepsi formula was created by a pharmacist named Caleb Bradham in New Bern, North Carolina. The drink was originally called Brad's Drink and the ingredients consisted of carbonated water, sugar, vanilla, rare oils, pepsin and cola nuts. However, on August 28, 1898, Brad's Drink was later renamed to Pepsi Cola after the ingredients pepsin and cola nuts. Due to the success of the Pepsi-Cola formula, Caleb Bradham officially created the Pepsi-Cola Company in 1902 and the name Pepsi-Cola was trademarked on June 16th, 1903.
Today, PepsiCo, Inc. is the result of increasingly successful product lines, global offerings, and the 1965 merger between Pepsi-Cola and Frito-Lay. "PepsiCo, Inc. is one of the world's largest food and beverage companies. The company's principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices, Quaker Foods" (PepsiCo, Inc., 2007). As a result, "PepsiCo's success is the result of superior products, high standards of performance, distinctive competitive strategies and the high level of integrity of our people" (PepsiCo, Inc., 2007).
Indra Nooyi is the current chief executive officer and President of Pepsico, Inc (PepsiCo, 2007). The first Indian born female was voted to head a western corporation on August 14, 2006. Nooyi succeeded Steve Reinemund as CEO; in the fall of 2006 Reinemund was due to retire (Mark Memmott, 2006). Nooyi received her bachelor's degree from Madras Christian College in 1974. Right away she was accepted into the MBA program at the Indian Institute of Management located in Calcutta.
PepsiCo's Chief Financial Officer is Alfred H. Drewes received his position in June of 2001. Drewes started with Pepsi in 1982 as a financial analyst. Mr. Drewes earned a bachelor of science degree in electrical engineering from the University of Massachusetts in 1978 and an MBA from Columbia University in 1982 (http://www.pbg.com/press/drewes.html).
About Gatorade
Gatorade is a non-carbonated, colorful sports drink marketed by Stokely-Van Camp, Inc, through the Quaker Oats Company, a division of PepsiCo. Originally made for athletes, it is now commonly consumed as a snack beverage. (Wikipedia). Its major products are:
- Gatorade Performance Series
- Gatorade® Thirst Quencher
- Propel fitness water
4. Present a list of COMPETITORS for the business (if it is small) or a product category (if the company is quite large).
The Coca-Cola Company is a beverage manufacturer. Its beverages consist of energy drinks, juices, juice drinks, soft drinks, sports drinks, tea and coffee drinks, and water. (CocaCola.com) Dr. John Stith Pemberton invented Coca-Cola in 1886. Today, Coca-Cola is a ...
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