Marketing Plan of Gatorade
Gatorade
Strategic Marketing Plan
Table of content
Executive summary 2
Introduction 3
Product presentation 4
Company description 4
Product description 4
The environment 7
PEST Analysis of Energy Drinks Industry 7
Market Analysis 10
Situation Analysis of Gatorade in the sports drinks industry 10
Past Marketing Efforts analysis 12
Competition 13
Target Market 15
Marketing Plan 18
Marketing objectives 18
Marketing strategies 18
Evaluation of the potential budget 25
Marketing Budget 25
Budget summary for one year 26
Evaluation of the success of the plan and prospectives 27
Tracking 27
Prospectives 27
Conclusion 28
References 29
Websites 29
Executive summary
The aim of this Marketing Plan is to select several sports drinks of Gatorade (American company) and to study how we could introduce them in the French Market.
The first step is to study the external environment of Gatorade. We noticed that it is not easy to enter the energy drinks market in France as it could be in other countries, from the political and legal aspect. Moreover, the purchase of these product is not fundamental for most of the future consumers and the recent economic crisis could represents an important reduction of sports drinks’ sales. However, a positive aspect is that Gatorade is part of the American dream and the current trends reflect a specific demand for sports drinks.
To build this marketing plan we also analyzed the first launch of Gatorade in France in 1991 and its competitors like Powerade and Isostar who are already in the French market.
The segmentation study of the market lead us to define men and also women who practice sports from 18 to 40 years old as our target market. They could be professional or not.
In order to achieve our long term strategy, which is to become leader in the French market within three years, we established a commercial plan for the next year. An important point to take into account is that Gatorade is
Strategic Marketing Plan
Table of content
Executive summary 2
Introduction 3
Product presentation 4
Company description 4
Product description 4
The environment 7
PEST Analysis of Energy Drinks Industry 7
Market Analysis 10
Situation Analysis of Gatorade in the sports drinks industry 10
Past Marketing Efforts analysis 12
Competition 13
Target Market 15
Marketing Plan 18
Marketing objectives 18
Marketing strategies 18
Evaluation of the potential budget 25
Marketing Budget 25
Budget summary for one year 26
Evaluation of the success of the plan and prospectives 27
Tracking 27
Prospectives 27
Conclusion 28
References 29
Websites 29
Executive summary
The aim of this Marketing Plan is to select several sports drinks of Gatorade (American company) and to study how we could introduce them in the French Market.
The first step is to study the external environment of Gatorade. We noticed that it is not easy to enter the energy drinks market in France as it could be in other countries, from the political and legal aspect. Moreover, the purchase of these product is not fundamental for most of the future consumers and the recent economic crisis could represents an important reduction of sports drinks’ sales. However, a positive aspect is that Gatorade is part of the American dream and the current trends reflect a specific demand for sports drinks.
To build this marketing plan we also analyzed the first launch of Gatorade in France in 1991 and its competitors like Powerade and Isostar who are already in the French market.
The segmentation study of the market lead us to define men and also women who practice sports from 18 to 40 years old as our target market. They could be professional or not.
In order to achieve our long term strategy, which is to become leader in the French market within three years, we established a commercial plan for the next year. An important point to take into account is that Gatorade is