Marketing Plan: Powerade

Topics: Marketing, Gatorade, Powerade Pages: 20 (6077 words) Published: May 8, 2011
Table of Contents
Executive Summary ........................................................................................................................ 2 Part I: Introduction and Objectives ................................................................................................. 3 Background ............................................................................................................................. 3 Problem Identification ............................................................................................................ 3 Financial and Marketing Objectives ....................................................................................... 3 Part II: Market Analysis .................................................................................................................. 5 Market Situation and Macroenvironment ............................................................................... 5 Product Situation..................................................................................................................... 6 Competitive Situation ............................................................................................................. 6 Distribution Situation .............................................................................................................. 6 SWOT Analysis ...................................................................................................................... 7 Part III: Primary Marketing Research ............................................................................................. 9 Research Objectives ................................................................................................................ 9 Methodology ........................................................................................................................... 9 Results ................................................................................................................................... 10 Part IV: Marketing Strategy .......................................................................................................... 11 Introduction ........................................................................................................................... 11 Target Markets ...................................................................................................................... 11 Positioning, POWERade ....................................................................................................... 11 Positioning, Option ............................................................................................................... 11 Marketing Mix, POWERade ................................................................................................. 12 Marketing Mix, POWERade Option..................................................................................... 12 Research and Development and Future Market Research .................................................... 13 Budget and Action Plan ........................................................................................................ 13 Monitoring and Controls ....................................................................................................... 14 Appendix A: Nutritional Comparison ........................................................................................... 15 Appendix B: Survey...................................................................................................................... 16 Appendix C: Results ..................................................................................................................... 20 Appendix D: Marketing Budget.................................................................................................... 23 Appendix E: Timeline...
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