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Opis

Research Paper from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, printed single-sided, grade: A, University of Florida, language: English, abstract: TheGatoradeBrandisadominatingforceinthesportsdrinkindustry.Throughoutthepastfortyyears,thiscompanyhadcreatedasustainablecompetitiveadvantagebydevelopingtheirmarketingmixwhichincludeproductstrategy,pricingstrategy,promotionalmix,anddistributionstrategy.ThisbrandauditaimstoanalyzeGatorade smarketingmix,andexaminehowitvarieswhenittargetsonmulticulturalconsumers.Orinotherwords,howitsmarketingstrategyvarieswhenitappliestoaninternationalmarket.ExecutiveSummaryGatoradeisanextremelypopularsportsdrinkbrandandhasoutstandingbrandawarenessandloyalty.Itmarketsitsuniqueproductsmainlytopre- -adultgroupwhoagesfrom13to24.AswhatJohnSicher,theeditorofBeverageDigest,said, thepre- -adultyearsarethecuttingedgeofwherethosesportsdrinkbrandsarecompeting .Thisisatoughmarketforanycompanytocommunicatewith,sincetheyouthpeoplenowadaysprefertoavoidtraditionalmediaoutlets.Inordertoovercomethisobstacle,Gatoradetendstobenotonlyasportsdrinkdistributorbutalsoa lifestylecompany ,promotinganactiveandself- -improvementlifestyle.Inordertoreachitstargetmarket,Gatoradeadoptsaverycompetitivemarketingmixtogetitsproductssold.Firstofall,Gatoradespendslotsofmoneyontheproductinnovationanddevelopment.Secondly,itslow- -pricingstrategymakestheproductsmorewelcomedbytheconsumers.Thirdly,byusingitsparentcompany PepsiCo sdistributionsystem,Gatoradecangetitsproductssoldinthesupermarkets,liquorstores,departmentstores,andsoon.Besides,Gatorade spromotionalmixwhichincludesadvertising,publicrelationplanning,salespromotionandsponsorship,andpersonalselling,alsocontributemuchtoitsdominating80%marketshareinthewholeindustry. [...]

Szczegóły książki

Kategoria Książki po angielsku Reference, information & interdisciplinary subjects Interdisciplinary studies Communication studies

• Pełny tytuł: Brand Audit
• Podtytuł: Gatorade
• Autor: Xinwen (Fina) Xu
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 28
• EAN: 9783656112044
• ISBN: 3656112045
• ID: 01673125
• Wydawca: Grin Verlag
• Waga: 45 g
• Wymiary: 216 × 140 × 2 mm
• Data wydania: 10. February 2012

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