G-Unit's final capstone presentation to Gatorade.

1. GATORADE POWDER

2. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team THE CHALLENGE 1 2 3 Our campaign will transform the way high school athletes view practice, whilereinforcing the drink proven to close theperformancegap Make powder sexy to the high school high-performance athlete Over 300 Facebook ad survey responses Secondary Research 10 In-depth Interviews Attended Live Practices and Games

3. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team GATORADE SWOT Strengths • Science and innovation • Strong brand name recognition • Strong reputation among athletes • Own game days Weaknesses • Cost-prohibitive 3-drink system • Large container sometimes awkward to carry around Opportunities Threats • No drink owns practice • Product line and services expansion • Competition - Powerade/Water • Product substitution

4. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team COMPETITIVE ANALYSIS

5. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team RESEARCH SECONDARY RESEARCH Powdered drinks are piggybacking off boomingenhanced water Mintel There are 550,000 Google searches for“Gatorade” eachmonth. 9,900 for“Gatorade powder” Bevspectrum.com During the late 60’s, Gatorade released both powder and RTD forms. The two were neck and neck in sales until Gatorade’s RTD took on a glass form and sales left powder behind Deerfield Gatorade was first proven in practice to help Florida football boost game time performance Bevspectrum.com

6. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team RESEARCH THE DISCONNECT

7. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team RESEARCH THE DISCONNECT

8. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team RESEARCH THE DISCONNECT Gatorade is described as “helpful” and “beneficial” “Practiceis where it all starts” 80% agree hydration is just as important in practice 36% don’t bring anything to drink to practice “I don’t bring Gatorade to practice...because I don’t think it’s as important” 92% “drink whatever is around” when they get there

9. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team TARGET MARKET THE NEXT _________. They dream about what it will be like to hitthe game winning shot Theyhate practice – love the results Practice harder Practicemore

10. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team CONSUMER INSIGHTS , THE ATHLETE Don’t connect the dots that practice preparation = game preparation Work longer, harder, and sweat more during practices Know practice is essential and the base of everything Put game status far before practice

11. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team CONSUMER INSIGHTS THE OPPORTUNITY Bring Gatorade to the practice – boost your game performance

12. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team CONSUMER INSIGHTS THE OPPORTUNITY The opportunity exists to capitalize on practice “Enter Gatorade powder. Grab a pack, pour it in your water bottle at practice, and you instantly have elevated practice to game status”

13. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team BRAND MODEL THE OPPORTUNITY Brand Position: Why drink Gatorade powder when you get it in a bottle? Future Brand: Gatorade Powder unlocks your game day potential at practice Conceptual Target: “Athlete on the Rise” Elevate over the competition Core Desire:

14. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team BRAND MODEL THE OPPORTUNITY Role of the Brand: Gatorade Powder unlocks game performance at practice Gatorade Powder gives high school athletes the same scientific benefits of an RTD in a perfect-for-practice form Compelling Truth: Selling Idea: Gatorade powder is the main ingredient to unlock both practice and game time performance

15. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team STRATEGY THE BRENT ANDERSON MODEL Athletes think practice is importantbut they don’t treat it like a game Insight: Challenge: Elevate practice to game status Big Idea: Endorse practice as a part of the game This is the main ingredient Articulation:

17. Increase awareness of campaign

19. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team EXECUTIONS

20. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team EXECUTIONS

21. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team EXECUTIONS

22. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team EXECUTIONS

24. 11,080,720 Like Gatorade, basketball, football, or soccer

25. 12 times increased message recall over raditionaldisplay advertising

28. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team MEDIA PLAN Total Cost: $29,000,000 3 Flights July 2011 – June 2012

29. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team THE CHALLENGE 1 Make powder sexy to the high school high-performance athlete

30. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team OUR RESPONSE

31. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team OUR PROMISE Our campaign will transform the way high school athletes view practice, whilereinforcing the drink proven to close theperformancegap: GATORADE POWDER

32. Research Competitive Analysis Strategy Executions SWOT The Challenge Conclusion The Target Market Consumer Insights Brand Model Media Plan Our Team THANK YOU Spencer ColvinMark HammerMike DaltonJason AllegerJud Kennedy Wes CollettNick WibleStephen StewartAri AliusMiriam Blanco