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    4Ps Gatorade

    Uploaded by

    AnirudhAgarwal
    The document discusses pricing, promotion, distribution channels, and packaging for introducing Gatorade into the Canadian market. For pricing, a 28 oz bottle would be $1.50 while a 2000ml cannister would be $3.26. Promotion would include ads targeting healthy lifestyles and sponsoring NHL games. Distribution would focus on grocery stores, convenience stores, and sports stores. Packaging would include 28oz and 2000ml sizes in lemon-lime, orange, and fruit punch flavors.

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    4Ps Gatorade

    Uploaded by

    AnirudhAgarwal
    89 views5 pages
    The document discusses pricing, promotion, distribution channels, and packaging for introducing Gatorade into the Canadian market. For pricing, a 28 oz bottle would be $1.50 while a 2000ml cannister would be $3.26. Promotion would include ads targeting healthy lifestyles and sponsoring NHL games. Distribution would focus on grocery stores, convenience stores, and sports stores. Packaging would include 28oz and 2000ml sizes in lemon-lime, orange, and fruit punch flavors.

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    4Ps gatorade

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    The document discusses pricing, promotion, distribution channels, and packaging for introducing Gatorade into the Canadian market. For pricing, a 28 oz bottle would be $1.50 while a 2000ml cannister would be $3.26. Promotion would include ads targeting healthy lifestyles and sponsoring NHL games. Distribution would focus on grocery stores, convenience stores, and sports stores. Packaging would include 28oz and 2000ml sizes in lemon-lime, orange, and fruit punch flavors.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    89 views5 pages

    4Ps Gatorade

    Uploaded by

    AnirudhAgarwal
    The document discusses pricing, promotion, distribution channels, and packaging for introducing Gatorade into the Canadian market. For pricing, a 28 oz bottle would be $1.50 while a 2000ml cannister would be $3.26. Promotion would include ads targeting healthy lifestyles and sponsoring NHL games. Distribution would focus on grocery stores, convenience stores, and sports stores. Packaging would include 28oz and 2000ml sizes in lemon-lime, orange, and fruit punch flavors.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 5
    At a glance
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    The document discusses pricing, promotion, distribution channels and product details for launching Gatorade in Canada.

    Different pricing strategies are discussed for 28oz and 2000ml package sizes based on proportionate pricing and incentives for larger purchases.

    Grocery stores, convenience stores, and sports stores are considered as distribution channels. Placement in sports stores can boost brand image while grocery and convenience stores make up a large retail portion.

    Pricing –

    At 32 Oz, the 'intent to purchase' price was $1.65.


    28 Oz However for 28 Oz, a proportionate price would be $1.44.
    But since the packaging size is reduced, we can slightly charge
    more, making it $1.5, i.e. ~$ 2 CAN

    At 2000ml, the proportionate price would be $3.66.

    140g However, with reduced packaging costs and to incentivise larger


    purchase, we can reduce it to some extent.
    The price could be made at $3.26 which would be about $4.5 CAN

    Promotion-
    Above the line Promotion –

    Enhance the position as an ‘Instant Re-energizer’ and position it as a drink for


    active & healthy people, attracting the health-oriented population of Canada .

    Association with NHL games will prove to be a boost to the brand and will keep the
    product in conjunction with physical activity.

    Television and Print advertisements are necessary to establish Gatorade in the


    market, wherein the position can be strengthened using ads targeted towards the
    consumer segment leading a healthy lifestyle.

    Below the Line –

    Eye-catching Point-of-sale-material (POSM) with attractive graphics at convenience stores


    and sports stores, and buntings at grocery stores will enhance shelf visibility.
    Distribution Channel –

    Grocery Stores

    Grocery stores will serve as the primary distribution channel as they are one of the
    frequently visited places for adult buyers/users, which is the primary target segment of the
    product.

    The success of the channel in the US market is also an indicative of its potential in Canadian
    market.

    Convenience Stores

    These stores form a huge portion of the retail market in Ontario with over 2,900 such
    outlets. This makes this channel a necessary place to be for higher visibility.

    The channel needs some efforts and investment for tapping the full potential as the current
    sales force do not service convenience stores. Hence advisable to use employees and not
    summer students

    Sports Stores

    Placing the product at sports stores will attach a positive image to Gatorade for the target
    audience.

    Instant product form of Gatorade will be the most suitable for this distribution channel.

    High distributor margins may cause a hit in the margins in this channel.
    Product-

    FLAVOURS

    - Flavours available – lemon-lime, orange and fruit punch.


    - Test marketing to be done to decide which flavor to launch as cost of relisting is very
    high
    - However, the Lemon-lime flavour is being produced the most and is the first flavour to
    be introduced. It also gives a refreshing feeling to people and adds an aspect to the
    health proposition for the Canadian people

    PACKAGING SIZE AND DISTRIBUTION SITE


    -Retailer’s Margin at Grocery and -Retailer and Distributor Margin
    convenience stores is about 29%. combined would be at 64.5%
    Convenience stores & grocery Sports distributors – use 28 oz
    stores – use 28 oz (~800ml) size (~800ml) to maintain consistency
    (small) and 2000 ml cannister in size
    (large) as these are most common The presence in sports stores
    sizes at the stores would have a highly positive
    32oz was already considered effect on the image of Gatorade
    bigger, hence 28oz seems for all audiences
    reasonable for one serving for a Small size preferable as
    colder country than US convenient for instant
    Most people shop their week's consumption, assuming most
    groceries together and hence people in these stores are trying
    would take the larger pack of to play some sport and would like
    140g (2000ml) to try out the product

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