Marketing Principle
3.1 Explain how products are developed to sustain competitive advantage
3.1.1 Packaging Elements | Competitive advantages | Physical Protection28 gram package, reduction of 8gr per bottle | Reduce price per bottle, make more attractiveness for the product. | DistributionDirect to retailers | More convenient for customers. | SellingProvide ingredient in each bottle such as: Number of calories, % of carbohydrate, vitamins, and minerals. | Customer understands about Gatorade ingredients and usefulness. | User convenienceGatorade is bottled in 6, 12 and 24 packs or single bottle. | Offering consumers wide range of choice for different buying purposes. | Government regulationGatorade bottles provide information about manufacture and expire date of the product. | Information is provided for consumer safety. |
3.1.2 Branding
3.1.2 a Brand leadership: We planned to develop Gatorade to become the leader in the sport drink industry in Vietnam * Attract more new customers and underpins beliefs of existing customer about the product.
3.1.2b Brand positioning
PepsiCo products are considered as the high quality products in Vietnam. Therefore, Gatorade under the PepsiCo brand name has more competitive advantage compare to domestic products.
3.1.4 Features, Advantages and Benefits( FAB)
GATORADE | Feature | Advantages | Benefits | Competitive Advantages | | G Original(bottle) | More Sodium Easier to preserve | PortableEasy to use | * Convenience for customer when carry with and use them * Economy * Time saving when use than others product | | G Powder | Less Carbohydrates | Not harm for stomachPortableEasy to makeEconomic | | | G Pouch | Lighter More Calories | Easier to carry and use.Recover more energy | |
3.1.5 Differentiation
3.1.5a Differentiation
Differentiations | Competitive Advantages | make a real commitment to athletes about product quality | Make a nice image of product in customer mind | components
3.1.1 Packaging Elements | Competitive advantages | Physical Protection28 gram package, reduction of 8gr per bottle | Reduce price per bottle, make more attractiveness for the product. | DistributionDirect to retailers | More convenient for customers. | SellingProvide ingredient in each bottle such as: Number of calories, % of carbohydrate, vitamins, and minerals. | Customer understands about Gatorade ingredients and usefulness. | User convenienceGatorade is bottled in 6, 12 and 24 packs or single bottle. | Offering consumers wide range of choice for different buying purposes. | Government regulationGatorade bottles provide information about manufacture and expire date of the product. | Information is provided for consumer safety. |
3.1.2 Branding
3.1.2 a Brand leadership: We planned to develop Gatorade to become the leader in the sport drink industry in Vietnam * Attract more new customers and underpins beliefs of existing customer about the product.
3.1.2b Brand positioning
PepsiCo products are considered as the high quality products in Vietnam. Therefore, Gatorade under the PepsiCo brand name has more competitive advantage compare to domestic products.
3.1.4 Features, Advantages and Benefits( FAB)
GATORADE | Feature | Advantages | Benefits | Competitive Advantages | | G Original(bottle) | More Sodium Easier to preserve | PortableEasy to use | * Convenience for customer when carry with and use them * Economy * Time saving when use than others product | | G Powder | Less Carbohydrates | Not harm for stomachPortableEasy to makeEconomic | | | G Pouch | Lighter More Calories | Easier to carry and use.Recover more energy | |
3.1.5 Differentiation
3.1.5a Differentiation
Differentiations | Competitive Advantages | make a real commitment to athletes about product quality | Make a nice image of product in customer mind | components