Contents
Executive Summary……………………………………………………………………...2- 1. Introduction……………………………………………………………………………4
- 2. Company Background and Objectives………………………………………………5
- 3. Target Market and Positioning………………………………………………………5
- 3.1 Target Market………………………………………………………………..5
- 3.2 Positioning……………………………………………………………………6
- 4. SWOT …………………………………………………………………………………6
- 5. Integration of marketing communications models & concepts …………………...7
- 6. Integrated Communication Strategy………………………………………………...8
- 6.1 Advertising and its Objectives………………………………………………8
- 6.2 Creating messages……………………………………………………………8
- 6.3 Sales promotion………………………………………………………………8
- 6.4 Point of purchase…………………………………………………………….9
- 6.5 Selecting media……………………………………………………………….9
- 6.5.1 Television…………………………………………………………...9
- 6.5.2 Billboards……………………………………………………….…10
- 6.5.3 Newspapers……………………………………………………….10
- 6.5.4 Magazines…………………………………………………………10
- 6.5.5 Internet……………………………………………………………10
- 6.6 Establishing Momentum…………………………………………...11
- 7. Communication outcomes…………………………………………………………...11
- 8. Conclusion…………………………………………....................................................12
- References …………………………………………........................................................13
Description
This report aims to develop an integrated marketing communication strategy for a company called Gatorade. Gatorade is the market leader and the number one sports drink worldwide, however it has struggled to keep on top in the Australian market. The objective of Gatorade is to become a market leader in its product category. In an attempt to achieve its aim Gatorade has introduce a new product G2, which is an extension of its existing product. This report includes the target market and positioning strategy, SWOT analysis, and integration of FCB model and finally an integrated marketing communication strategy for its new product G2 in Australia’s market.
The major finding indicated that though the Gatorade is a known brand across the world including Australia, it still faces some challenges in sustaining its competitive position against its competitors in Australia’s market. To sustain its competitive position against its competitors, Gatorade is introducing new product called G2 which is a low calorie sports drink. Currently its objectives are to effectively communicate G2 to the target market to develop awareness, acceptance and insistence. Increase market share by 55% in twelve months as well as to persuade intermediaries to stock Pepsi Co’s G2 low calorie sports drink. In order to achieve objectives, an integrated communication marketing plan has been developed using communication tools such as advertising sales promotions and point of purchase displays and materials. These communication tools provide vital support to its communication plan and helps in achieving brand awareness, influencing buyer’s behaviors and increasing market share.
However, it is also important for Gatorade to be innovative in order to sustain its competitive advantage against it competitor. Further, all communications tools need to be used simultaneously and consistently throughout the year. This will help Gatorade to increase its market share as well as influence the attitude of its target market positively towards it product.
