You might find this Novemer 3, 2014 "Internet Prop

You might find this Novemer 3, 2014 "Internet Properties and Marketing Implications" executive summary by Kirstie Cosgrove interesting: https://prezi.com/mjfyxir3h0cq/executive-summary/

"Transcript of Executive Summary
Internet Properties and Marketing Implications
Benefit, cost, and Value Creation-The Marketing Mix
Consumer Characteristics & Branding Strategy
Key Website characteristics and competitive analysis
E-Marketing Metrics, Conclusion, and Outlook
Executive Summary

Group 1:
Karen Brooks
Devin Callies
Kirstie Cosgrove
William Demarest
Damon Drew

Website Analysis
Easy navigation
Search bar included
E-commerce available
Links to social media accounts
Sports theme
Celebrity endorsement present
Web and Other Content
Informative and entertaining
Topic specific
Mobile format available for easier navigation
High resolution images
Easy to find information
Fast load speed
YouTube videos sponsored by Gatorade
Website Properties
Gatorade.com has the highest amount of traffic when compared to competitors
"G series" campaign is highlighted on webpage
Online purchasing option
Direct links to sub-pages
Layout is user friendly and easy to navigate
Web Design & Usability Features
Simple appearance and design
Navigation tool bar
Product location
Professional athlete background and testimony
Multimedia & Interactive Features
Youtube video on Derek Jeter
Celebrity endorsement inspire young athletes
Gatorade sponsored athlete training video
Pro Locker Tour, digital tour of athletes digital belongings all including a Gatorade product
Direct link to purchase game "Gatorade Sports Performance"
Internet Marketing Mix
Product: Gatorade product include G Series and G Endurance
Place: Gatorade.com allows visitors to easily search nearest retail location
Price: Prices vary by retail location but can be purchased in bulk online
Promotion: Gatorade's products are marketed towards athletes of all ages and utilizes celebrity endorsements by professional athletes
Creating a Positive Customer Experience
Website is easy to navigate and can be found with a few simple keywords
Quick load speed
"Products" and "Where to buy" links hover at the top of the page no matter how far you scroll
Bright images of professional athletes invites the visitor to learn more
Direct links to Gatorade's social media accounts
Benefit, Cost, and Value Creation
Gatorade offers a variety of products that are beneficial to young adults that participate in athletics.
Products are classified by the benefits received from the customer based on their needs:
Energy
Hydration
Recovery
Energy
Gatorade values the importance of starting strong and the body's need for carbs to boost energy levels.
G Series offers Prime Energy Chews and Sports fuel drink
G Endurance offers Carb Energy Chews and Carb Energy Drink
Hydration
Gatorade emphasizes on the need to replace lost fluids, electrolytes, and carbs lost during activity.
G Series offers Thirst Quencher Sports Drink, Low-Calorie G2, and Thirst Quencher Powder
G Endurance offers Endurance Formula Sports Drink, Endurance Formula Powder, and Gatorlytes
Recovery
Gatorade values the importance of getting the right amount of protein to help your body rebuild muscle after a work out.
Gatorde offers recovery products including protein shakes, post-game recovery beverage, and whey protein bar.
Customer Relationship and Management Features
Social media is utilized to build customer relationships
Twitter, Instagram, and Facebook allow customers to share their ideas and experiences with Gatorade
Social media encourages feedback from customers
Online chat support on the website allows customers to voice any questions or concerns about the product
Gatorade's logo is recognized worldwide and is known for being the number one sports beverage in America.
Branding and Consistency Online and Offline
Most powerful sports drink on the market
Re-invented logo keeps the original lightning bolt
Celebrity endorsements used online and offline
"Win from Within" promoted online and offline
Environmental Factors
PepsiCo. has pledged to Greenhouse Gas Cuts
Launched Sustainable Farming Initiative in 2012
36 programs in 14 different countries in the first year
Situational Factors
Gatorade holds 71.2% of the sports drink market
Positive relationships with key athletes across different sports plains
High number of products puts PepsiCo at risk for losing control over their central message
Personal Factors
Gatorade is often associated with consumers who are highly confident and adventurous.
Gatorade is easily accessible
and can be purchased at:
Supermarkets
Gas Stations
Convenient Stores
Vending Machines
Online
Concession stands
Legal, Ethical, and Privacy Issues
Gatorade removed an ingredient that is also used as a flame-retardant
Standard security measures used one website and mobile application
Cookies and tracking tools can be disabled by visitors
Gatorade.com collects data directly from users and third parties
Market Segments
Athletes
Professional and recreational
Used before, during, and after physical activity
Future plans of expanding marketing to surfers, gymnasts, and skateboarders
Teenagers
Inspired "G Series"
Ages 13-17 year old student athletes
G Series Pro targets consumers ages 16-14 aspiring to be professional athletes or personal trainers
Brand Position
Target market:
Age 13-24
Active lifestyle
Sports enthusiasts
Distributed by PepsiCo nationwide
Affordable price and easily attainable through convenient retail locations
Diverse products for multiple uses, catering to different consumer needs
Offline vs. Online Customers
Gatorade uses Integrated Marketing Communication and remains consistent in promoting the brand's message through online and offline marketing channels

Online customers can learn more about their favorite athletes that endorse the product, this works because their main consumers are young athletes that idolize professionals

Offline advertisements still associate Gatorade with athletes and sports through print advertisements, billboards, and commercials.
Search Results
"Gatorade"
Google: 1st result
Bing: 2 ads, 1st result following
Yahoo: 4 ads, 1st result following
"Sports Drink"
Google: 8th result
Bing:1 ad, 9th result following
Yahoo: 3 ads, 5th result following
Keywords
a word used to classify or organize digital content, or to facilitate an online search for information
Gatorade
Gatorade Flavors
Gatorade Coupons
Gatorade Ingredients
Is Gatorade good for you?
Gatorade History
Gatorade Nutrition Facts
Powerade
Gatorade Logo
G Series
G2
Search Engine Optimization
tips offered by google for search engine optimization
SEO Basics
Create unique and accurate page titles
Make use of the "description" meta tag
Improving Site Structure
Improve website's structure of URLs
Simplify the website for easier navigation
Optimizing Content
Offer quality content and services
Write better anchor text
Optimize use of images
Use heading tags appropriately
Commonly searched Competitors
PowerAde
Coca-Cola's sports drink
Biggest competition
Rivalry began in 1991: both brands fought to sign Michael Jordan for Celebrity Endorsement
Remains 2nd in the market
Vitamin Water
Subsidiary of Coca-Cola
Enhanced water beverage

Bottled Water
1st choice of athletes
Primary hydration choice
Gatorade's Website vs. Powerade's Website
www.gatorade.com
Ranked higher on the internet
Easy to purchase online
In-depth information on features and benefits of each product
Interesting and interactive content about professional athletes
www.powerade.com
Simplistic
Easy navigation
Rewards Program
Site Objectives
Increase sales:
sales increase by enlightening customers about various products
Suggests how and when to consume individual products
E-commerce available through website
Brand Awareness and Customer Loyalty:
Interactive content entertains visitors and relates to athletics
Content can be shared by visitors which results in additional web traffic
Links to social media accounts easily navigate visitors to Gatorade's social network
Digital Footprint-Contingency Plans
Gatorade has recently introduced the premium "G Series", a product line aimed at professional athletes and serious competitors
G Series campaign relies heavily on social media in order to be a success
Chiat produced an Advertisement featuring athletes like Usain Bolt and Peyton Manning. The advertisement emphasizes that Gatorade enhances sport performance and the G Series will continue to be innovative.
Metrics likely used at Gatorade.com
Gatorade employs a "Mission Control Center" to listen, create dialogue,and measure campaign efficiency
Mission Control influences marketing communications, for example, providing Gatorade followers with a full version of a song used in a Gatorade commercial
Gatorade track weather patterns in order to create additional opportunities to engage with sports consumers and the general public
Online Properties Evaluation
Gatorade maintains the website for personal entertainment, information, education, and communication
Gatorade.com contains many valuable trademarks, names, titles, logos, images, designs, copyrights, and other proprietary marterials
Gatorade Trademarks displayed on the website are registerd and unregistered Trademarks of Stokely-Van Camp, Inc.
Gatorade also provides all necessary details and services to allow buyers to make quick and confident decisions
Future Potentials and Trends
$30 million is to be invested for product and packaging development as well advertisement
New and improved line "G Series Pro"
New celebrity Endorsements
New performance products
Recommendations
Gatorade's brand awareness and popularity amongst young athletes has solidified its hold on the majority of the market and has created consumer loyalty
Continue creative marketing campaigns
A recommendation is to publicize and associated with sports such as boxing, mix martial arts, golf, BMX, tennis, and college level sports
Broadening sponsorship will increase brand awareness and expand consumer base
Another recommendation would be to create an energy drink to accommodate to consumers looking for an energy source outside of hydration and replenishing electrolytes"