Create A Marketing Plan For Gatorade: Demographics (Essay Sample)

Gatorade Marketing Plan:
Name:
Institution:
Market Summary
The Gatorade soft drink brand will be in competition with some established brands already trading in the market. The demand for Gatorade is anticipated to increase as consumers get accustomed to it. This is founded on a recent survey carried out by the company on the beverage market. The study showed that there is bound to be an increment in purchases to the tune of 524 million dollars in the succeeding three years after the launch of the product into the market (Cohen, 2006).
Table 1: Market by Age.
Age Percentage of consumersRelative Percentage of the population above the age of 20Relative purchase index20-2520%14%1.4725-3534%20%1.8536-5636%42%0.956+14%30%0.54
Demographics
The population above thirty-five years makes purchases of beverages of over 36%, as shown in the table above. The consumers between twenty-five to thirty-five are expected to make the most purchases of all the age groups in the market. The order of purchase is expected to vary among the various genders and age demographics in the market. Women aged between twenty and thirty-five between are expected to be very health conscious thus will make more purchases of the diet version Gatorade than the males (Mcdonald & Meldrum, 2013). The sales of Gatorade are expected to be quadruple those of its competitors in the inaugural three years after its launch.
Area served: There is also evidence of regional imbalance in the purchase of beverages (Grewal & Levy, 2010). For instance, as indicated in our table 2, sales are above the mean in the north central region, northwest region, and the central regions of Mississippi. The consumer base that will be mostly targeted is the urban population. The population density of the urban regions in Mississippi is around one million. Due to the prevalent hot climate in these regions, they are likely to be our areas of focus.Table 2: Regional beverages sales
RegionBeverages salesPopulationIndex of beverages salesEast region21%16%1.32Southern region17%18%0.93Mid region16%14%1.14West region16%21%0.70West north region11%11%1.00Northeast region9%8%1.13Southeast region7%6%1.19Northwest region6%7%0.82
Consumer Behaviour
The feature that most customers look for in beverages includes; but not limited to, health factor, affordability, packaging and design of the brand and good marketing. For such customers who look mostly on the aesthetical features of the beverages, so as to buy, distribution and display can play a significant role in impulse buying (Mcdonald & Meldrum, 2013). The consumer can be contacted through six avenues. We presently have contact to these customers through four of these channels making up 85% of all beverages sales this includes the use of retailers, supermarkets, departmental stores and whole sellers. To reach customers best, it is wise to use such channels so as to maximize sales. Most beverages sales are made in the departmental outlets, therefore, to maximize sales Gatorade will capitalize on discounts and supply to such stores to maintain availability and proximity of the product to the customer. For the moment, it does not make much sense to provide to the rural stores. Thus, this will be postponed till the Gatorade product is firmly grounded in the urban retail channels (Cohen, 2006).
Competitive Analysis
There are fifteen beverages manufacturers in the market with Coca-cola, Pepsi, Dr Pepper and Cott, taking the prime share of the market holding 65% of the market. These are our primary competitors. They have strong names and presence in the market, strong marketing and advertising skills, good and established networks for distribution of their product and are also well spoken of in the beverage industry. The aspect of manufacturing beverages that are healthy packaged in the environmentally friendly material is new in the market thus providing an opportunity for growth (Grewal & Levy, 2010).
Marketing strategies
The Company will introduce the Gatorade product into the market through an aggressive and well-planned distribution campaign. The beverage product will sell at affordable prices and will promise high-quality service. This will increase revenues earned, thus facilitate the growth of both the brand and the firm (Lamb, 2010).
Function
The main aim of manufacturing the product is to offer healthy soft drink that is good for boosting the persons energy yet not too sugary in a manner that is unhealthy. The drink is high in energy but low in fats, sugars and o...