Situation:
Your client is RJF Beverage Company, the creator of a new sports drink. The company is entering the “active thirst” market—beverages consumed by people when they’re hot and sweaty. The market has been dominated by Gatorade, the sports drink made by
Quaker Oats. Other competing brands are Powerade (Coca-Cola) and AllSport (Pepsi).
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.
Assignment:
Your supervisor wants you to generate creative ideas with regard to the marketing
mix for the new product.
 Product ideas include designing the container/label and naming the product.
 Place suggestions involve deciding how to get the product into the hands of the consumer.
 Price recommendations should be based on the competitor’s pricing strategies.
 Promotion ideas should be creative. Consider sponsorship of a sports team or an endorsement by a professional athlete as part of the promotional mix. o You need to create a slogan. o You need to create an advertisement.
Project:
Prepare a PowerPoint or Prezi presentation for the client.
 Key topics covered in your report
 Graphic illustrations that are relevant to each slide’s topic
 Very little text
What you will submit:
 Powerpoint
 Sports drink label
 Advertisement