Drink Up
Skill Set: Marketing
TOPIC OR UNIT OF STUDY
Marketing
CONTENT STANDARD(S) AND OBJECTIVE(S)
Students will
 explain the fundamentals of marketing.
 discover marketing.
 distinguish among the basic marketing functions as they apply to business.
 classify the three elements of the marketing concept (customer satisfaction, total company
effort, and profit).
 recognize how the economic utilities add value.
 differentiate among the 4 Ps of the marketing mix.
 relate the importance of the product positioning to the marketing mix.
 construct a customer profile.
INTRODUCTION
Your client is ABC Beverage Company, the creator of a new sports drink. The company is entering the
sports drink market which has been dominated by Gatorade. Other competing brands are Powerade
and AllSport. Your client thinks it has a formula for a new sports drink that’s even better than
Gatorade’s. Your client believes that affiliation with a popular sport would help get this new product off
the ground. Your supervisor wants you to conduct an analysis of the current sports drink market for the
new client. You have also been asked to generate creative ideas with regard to the marketing mix for
the new product. Consider sponsorship of a sports team or an endorsement by a professional athlete as
part of the promotional mix.
ESSENTIAL QUESTION
How do sports drinks satisfy customers’ wants and needs?
INTEGRATION OF ACADEMICS, TECHNOLOGY, ENTREPRENEURSHIP
 Entrepreneurship: students will be assuming the role of a marketing intern.
 Academics and Technology: Students will be using Microsoft off ice programs to prepare
reports and a presentation. They will also be using the internet for research. Students will be
role-playing a sports and entertainment marketing simulation.
STUDENT INVOLVEMENT IN PLANNING PROCESS
Students will be given the scenario and guidelines for the reports and presentation. How they choose to
do their research will be up to them. They may design their reports and presentations as they wish
while following the guidelines.
TASK(S)
1. Research the sports drink market and the major competitors.
2. Find out how much is sold and who buys it.
3. Prepare a customer profile by researching geographics, demographics, and psychographics.
4. Determine the market share each competitor enjoys.
5. Study each major competitor’s product, pricing, promotion and place decisions.
6. Find out which sports drinks are being endorsed by sports personalities, teams or leagues, and
whether they have special agreements.
7. See if any of the major competitor’s have web sites.
8. Secure samples of competitor’s advertisements and promotions if possible.
9. Research what ABC company needs to do to break into the sports drink market.
10. Prepare both a written report and a computer presentation for the client. (See attached
Guidelines and Rubrics for required information)
11. Use a spreadsheet program to create a pie chart to illustrate the current market share of the
major competitor’s in the sports drink market. (to be included in the written report and may be
used in presentation)
RESOURCES
 Conduct research at library or on the internet.
 Word processing, spreadsheet and presentation software.
 Trade publications may also be helpful.
TECHNOLOGY USE
Students will be using computers for research, document preparation and presentations.
EVALUATION
Written report and presentation will be evaluated with the attached rubrics.
TIMELINE
Approximately 270 minutes (3 – 90 min blocks)
CONCLUSION
How are the marketing concept, marketing mix strategies, and target marketing demonstrated in the
marketing of sports drinks?
Oral Presentation Rubric: PowerPoint Presentation
Teacher Name:
Student Name:
________________________________________
CATEGORY
At least 10 slides
1
Not enough slides
3
too many slides
5
Correct number of
slides
Presentation
Interest
Presentation does
not keep the
audiences interest.
Presentation is
interesting at
times.
Graphic
illustrations that
are relevant to
each slide's topic
Few pictures if any
are used that are
relevant to the
presentation.
Some pictures of
interest are used.
Presentation is
interesting and
engages the
audience
throughout its
entirety.
A wide variety of
interesting pictures
are used to
enhance the
presentation.
Very little text
All slides do not
meet the 7 X 7
rule.
Some slides do not
meet the 7 X 7
rule.
All slides meet the
7 X 7 rule.
Presentation errors Presentation has 3
or more errors.
Presentation has 12 errors.
Presentation has
no errors.
Knowledge of the
sports drink
market and
marketing mix
strategies.
Student shows
basic knowledge of
the market and
strategies.
Student shows
proficient
knowledge of the
market and
strategies.
Student shows
exceptional
knowledge of the
market and
strategies.
Ability to meet
customer's needs
Promotional plan
did not meet the
needs of the
customer.
Student did a good
job meeting the
needs of the
customer.
All projects met
the needs of the
customer.
Enthusiasm, voice
quality & eye
contact
Student could not
be heard and did
not make good eye
contact. Did not
hold audience
attention.
Student showed
enthusiasm and
maintained eye
contact. Voice level
was acceptable.
Student did an
excellent job
presenting. Held
audience's
attention.
Key Topics to cover in written report




Background on the sports drink market
o The market
o Market trends
o Customer analysis (demographics, geographics, psychographics)
Analysis of major competitors
o Product, place, price, and promotion decisions
o Use of spreadsheet software to create a pie chart to illustrate current market
share of the major competitor’s.
o Include samples of competitor’s advertisements
Proposed target market for ABC
Marketing mix decisions for ABC
o Product (name, container), place, price and promotion (main theme, slogan,
publicity, special promotions, advertising) decisions.
Research Report: Marketing Research Report
Teacher Name:
Student Name:
CATEGORY
Amount of
Information
________________________________________
4
All topics are
addressed and all
questions
answered with at
least 2 sentences
about each.
Information clearly
relates to the main
topic. It includes
several supporting
details and/or
examples.
Diagrams and
illustrations are
neat, accurate and
add to the
reader\'s
understanding of
the topic.
3
All topics are
addressed and
most questions
answered with at
least 2 sentences
about each.
Information clearly
relates to the main
topic. It provides 12 supporting
details and/or
examples.
Diagrams and
illustrations are
accurate and add
to the reader\'s
understanding of
the topic.
Sources
All sources
(information and
graphics) are
accurately
documented in the
desired format.
Mechanics
No grammatical,
spelling or
punctuation errors.
All sources
(information and
graphics) are
accurately
documented, but a
few are not in the
desired format.
Almost no
grammatical,
spelling or
punctuation errors
Quality of
Information
Diagrams &
Illustrations
2
All topics are
addressed, and
most questions
answered with 1
sentence about
each.
Information clearly
relates to the main
topic. No details
and/or examples
are given.
1
One or more topics
were not
addressed.
Diagrams and
illustrations are
neat and accurate
and sometimes
add to the
reader\'s
understanding of
the topic.
All sources
(information and
graphics) are
accurately
documented, but
many are not in
the desired format.
A few grammatical
spelling or
punctuation errors.
Diagrams and
illustrations are
not accurate OR do
not add to the
reader\'s
understanding of
the topic.
Information has
little or nothing to
do with the main
topic.
Some sources are
not accurately
documented.
Many grammatical,
spelling, or
punctuation errors.