Chris DemarestJosh MartyRichard WiekelTucker Dowd

• Growing focus on the business side of sports

• Importance of product marketing in creating a successful brand

• Ad sponsorship for G2 low calorie energy drink

Marketing Objectives

• Gain awareness through creative marketing– Use of Olympic “Uniqueness”

• Increase revenue for Gatorade as a company

Why our Olympic Sports Biz model works

• Creates Awareness for the product

• Television is the medium that most People will use to view the Olympics

• Keeps eyes focused on the brand

• Provides wide range of exposure

• Brings brand and Olympics together

How our model works for Olympics

• Incorporates logo on court and scoreboard

• Swimming events have logo on lanes and lane position board

• Gymnastics mats have logos displayed on them

• Apparatus in gymnastic events shaped like the bottle

• Make the logo part of the Water Cube

Step By Step

• Speak with Gatorade– Find out their needs– Gatorade’s goals

• Speak with Olympic committee– What will be allowed– What companies they employ

Investigations

• The companies used.– What materials they use– Reliability of the products used.

• Popularity of the sports used for advertisements

 Rank 

Nation Gold Silver

Bronze

Total

1     United States 36 39 27 102

2     China 32 17 14 63

3     Russia 27 27 38 92

4     Australia 17 16 16 49

5     Japan 16 9 12 37

6     Germany 13 16 20 49

7     France 11 9 13 33

8     Italy 10 11 11 32

9     South Korea 9 12 9 30

10     Great Britain 9 9 12 30

Ref: Wikipedia

Global Brand Awareness

Global Media Campaign

- Olympics (Brand Positioning)

- S.W.A.G (t-shirts, towels,drinks)

- Sponsor Day 2 of Olympics

- Athletes Promo’s

- Metal Ceremony, Interviews

- Television (commercials, product placement, sponsorships)

- Radio, Magazines, Billboards, etc...

Increased Profitability

• World Recognition– Drink of Champions

• New Markets– China – India – Africa

• New Customers– New $$$

Textbook Concepts

• Repositioning

- Changing the perception of the product in the minds of consumers

• Celebrity Endorsement

- Image building

• Push Strategy

- promoting the product out there through multiple mediums