Presentation on theme: "Morgan Stonebridge, Tilden Blair, Eric Serpico, Alex Watsik."— Presentation transcript:
Morgan Stonebridge, Tilden Blair, Eric Serpico, Alex Watsik
Background A sports drink is a beverage to help rehydrate and replenish electrolytes, sugar and other nutrients The functional energy drink market consists of energy drinks, neutraceutical drinks, smoothies, and sports drinks.
The Market US $300 billion in terms of sales worldwide in 2005 global sports drinks market increased by 10% to 9.71 million liters in 2005
Market Trends New brands support trends such as natural and organic are being introduced Companies have created sports drink options for “the natural athlete” (offers hydration and electrolyte replenishment in a clean form with no artificial flavors, preservatives or added sugar)
Customer Analysis 28% of U.S. Adults Are Physically Active The Physically Active Are 54% More Likely to Prioritize Nutrition 37% Use Sports Beverages 13% Use Energy/Diet Bars 53% of Adults Use Supplements Not Just for Sports
PepsiCo’s - Gatorade brand now has nine categories which are brand names for different flavor profiles of Gatorade largest gainer = Gatorade Rain which was introduced in 2006, with a 376% increase, according to IRI data Product: G-series (prime, perform, recover) G-series FIT, G-series PRO, G-series Natural Price: Gatorade has a range of different prices to accommodate the different types of the product Place: Gatorade can be bought at almost every store that sells drinks Promotion: Use famous athletes to promote the product http://www.gatorade.com/default.aspx#home http://www.gatorade.com/default.aspx#home
Coca-Cola - Powerade Powerade and Powerade Option registered as the No. 2 and No. 8 sellers Product: Powerade comes in eight different flavors Price: The price’s of Powerade varies from the different stores Place: They can be bought at many stores that sell drinks Promotion: Powerade uses atheletes to promote their product http://www.powerade.com/ http://www.powerade.com/
Cadbury Schweppes - Accelerade popular in fitness conscious regular exercisers uses a protein-based formula Product: Accelerade, Accelerade Hydro Price: About a dollar each Place: Customers can buy Accelerade online and at some stores Promotion: Athletes who are not as well known http://pacifichealthlabs.com/accelerade.asp http://pacifichealthlabs.com/accelerade.asp
Proposed target market for RJF Our proposed target market is a wide range of athletes from high school sports to professional sports The younger target market will be more of the focus because once they use the drink they will most likely use it for a longer time than the older target market
Marketing mix decisions for RJF Product: Zoom NRG Price: $1.50 per bottle Promotion: athletes and ads on TV and in internet Place: Any store that sells drinks
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