Marketing Profile

Marketing Profile
Choose a branded product and identify and describe its general marketing profile.

• What are their products or services?
• Who is the target market?
• Identify some of their competing products
• In general terms, what are their:
  • pricing strategies (Think BMW versus Kia)
  • distribution channels (Think Amazon vs QVC vs Target)
  • marketing communication strategy (Think TV vs Magazines vs Facebook)
• Include any other marketing observations you identify.

Not longer than

2 pages. Organize your thoughts. An outline format with sufficient

detail to understand your analysis is acceptable.

This is an EXAMPLE:

Gatorade, currently owned by PepsiCo,
was the first product of its kind on store shelves, and it is still the
most dominant, commanding almost 80 percent of the sports drink market.
However in 2008 Gatorade repositioned itself as the G Series which
markets a series of athletic beverages toward athletes with formulations
for pre- and post- exercise use.

• Mission statement and Target Market:
  Gatorade’s mission statement can be summed up in the phrase “Is it in
  you?” “It forms the core message behind the Gatorade brand: the sports
  drink purports to replenish the vital fluids lost during intense
  physical exercise and help you perform your best.” The creators of the
  product reasoned that water wasn’t enough to replenish the precious
  salts and minerals lost during an athlete’s workout. In the beginning,
  the target market focused on college athletics, especially football
  players. Over the years, Gatorade has redefined their target market,
  focusing on 18-24 year olds and a broad range of athletes and active
  people.
• Market Segments: Its
  core customer is pro and college athletes. Others are average
  people who work out daily at the gym, or have other types of athletic
  activities. Therefore they adopt a combination of “demographic
  segmentation” based on the fact that most athletes tend to be 18-34,
  “psychographic segmentation” – how the consumer describes themselves
  through a combination of self-values, and lifestyle choices – as well as
  “benefit segmentation” which groups consumers on the basis of the
  benefits they derive from the product.
• Gatorade’s G series Product Extensions and Offerings:
  According to their website: “Prime” is a pregame fuel that is designed
  to be consumed 15 minutes before exercise to achieve more energy
  maximizing the availability of carbohydrates to the muscles.
  “Performance” (which is the original Gatorade blend beverage) is a
  combination of electrolytes and carbohydrates designed to use in the
  moment of activity to help rehydrate, refuel, and push through activity.
  “Recover” is a protein and carbohydrate beverage that provides
  hydration and muscle recovery after exercise.
• Pricing Strategies: Gatorade
  perceive the value of their product from the customer’s point of view
  and then prices accordingly, which makes their pricing strategy “value
  based.” This is a type of “target costing” that is also demand
  based. Not only does it satisfy the customer, but it also meets their
  set profit margins.
• Distribution Channels:
  Since their customers all over the world, Gatorade has a large
  widespread distribution. Firstly, Gatorades is always visible at most
  of the major sporting events like the NBA, NFL, WNBA, NHL, and the like.
  Additionally, since Gatorade is owned by PepsiCo, they have a
  contractual distribution system: you will always see Gatorade wherever
  Pepsi: “retail intermediaries” such as Grocery stores, specialty sports
  stores, and convenience stores. As well as “nonstore retailing” such as
  vending machines in gyms and schools.
• Marketing Communication Strategy:
  The most common form of promotion is television commercials: some
  highlight the history, the performance of their product, and/or their
  research. Most effective is their use of athletics sponsorships and
  professional endorsements. They also use sales promotions by providing
  samples at sports events, coupons, discounts and special displays.
  Gatorade created such an impression among athletes that “word of mouth”
  is another powerful promotional tool.
• Competing Products:
  Gatorade has suffered a decline in sales and dominance over the isotonic
  category as consumers switch to The Coca-Cola Co. Inc.’s Powerade and
  other energy drink formulas products. “Powerade has half the salt
  (sodium) and more calories from carbohydrates than Gatorade. For serious
  athletes, Gatorade has a slight advantage especially in hot climates.
  The average person working out would not know the difference. But may
  enjoy the flavor of PowerAde more due to the extra sugars.” Also
  PowerAde is cheaper than Gatorade, and a person struggling in this
  economy might be more attracted to lower prices.