Marketing Profile
Choose a branded product and identify and describe its general marketing profile.

• What are their products or services?
• Who is the target market?
• Identify some of their competing products
• In general terms, what are their:
  • pricing strategies (Think BMW versus Kia)
  • distribution channels (Think Amazon vs QVC vs Target)
  • marketing communication strategy (Think TV vs Magazines vs Facebook)
• Include any other marketing observations you identify.

Not longer than

2 pages. Organize your thoughts. An outline format with sufficient

detail to understand your analysis is acceptable.

This is an EXAMPLE:

Gatorade, currently owned by PepsiCo,was the first product of its kind on store shelves, and it is still themost dominant, commanding almost 80 percent of the sports drink market.However in 2008 Gatorade repositioned itself as the G Series whichmarkets a series of athletic beverages toward athletes with formulationsfor pre- and post- exercise use.

• Mission statement and Target Market:Gatorade’s mission statement can be summed up in the phrase “Is it inyou?” “It forms the core message behind the Gatorade brand: the sportsdrink purports to replenish the vital fluids lost during intensephysical exercise and help you perform your best.” The creators of theproduct reasoned that water wasn’t enough to replenish the precioussalts and minerals lost during an athlete’s workout. In the beginning,the target market focused on college athletics, especially footballplayers. Over the years, Gatorade has redefined their target market,focusing on 18-24 year olds and a broad range of athletes and activepeople.
• Market Segments: Itscore customer is pro and college athletes. Others are averagepeople who work out daily at the gym, or have other types of athleticactivities. Therefore they adopt a combination of “demographicsegmentation” based on the fact that most athletes tend to be 18-34,“psychographic segmentation” – how the consumer describes themselvesthrough a combination of self-values, and lifestyle choices – as well as“benefit segmentation” which groups consumers on the basis of thebenefits they derive from the product.
• Gatorade’s G series Product Extensions and Offerings:According to their website: “Prime” is a pregame fuel that is designedto be consumed 15 minutes before exercise to achieve more energymaximizing the availability of carbohydrates to the muscles.“Performance” (which is the original Gatorade blend beverage) is acombination of electrolytes and carbohydrates designed to use in themoment of activity to help rehydrate, refuel, and push through activity.“Recover” is a protein and carbohydrate beverage that provideshydration and muscle recovery after exercise.
• Pricing Strategies: Gatoradeperceive the value of their product from the customer’s point of viewand then prices accordingly, which makes their pricing strategy “valuebased.” This is a type of “target costing” that is also demandbased. Not only does it satisfy the customer, but it also meets theirset profit margins.
• Distribution Channels:Since their customers all over the world, Gatorade has a largewidespread distribution. Firstly, Gatorades is always visible at mostof the major sporting events like the NBA, NFL, WNBA, NHL, and the like.Additionally, since Gatorade is owned by PepsiCo, they have acontractual distribution system: you will always see Gatorade whereverPepsi: “retail intermediaries” such as Grocery stores, specialty sportsstores, and convenience stores. As well as “nonstore retailing” such asvending machines in gyms and schools.
• Marketing Communication Strategy:The most common form of promotion is television commercials: somehighlight the history, the performance of their product, and/or theirresearch. Most effective is their use of athletics sponsorships andprofessional endorsements. They also use sales promotions by providingsamples at sports events, coupons, discounts and special displays.Gatorade created such an impression among athletes that “word of mouth”is another powerful promotional tool.
• Competing Products:Gatorade has suffered a decline in sales and dominance over the isotoniccategory as consumers switch to The Coca-Cola Co. Inc.’s Powerade andother energy drink formulas products. “Powerade has half the salt(sodium) and more calories from carbohydrates than Gatorade. For seriousathletes, Gatorade has a slight advantage especially in hot climates.The average person working out would not know the difference. But mayenjoy the flavor of PowerAde more due to the extra sugars.” AlsoPowerAde is cheaper than Gatorade, and a person struggling in thiseconomy might be more attracted to lower prices.