Chris Demarest
Josh Marty
Richard Wiekel
Tucker 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 Silve Bron Total
r
ze
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
12
9
30
9
9
12
30
9
10
South Korea
Great Britain
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