1. SLAP SHOT SPORTS DRINK CAL DEARTH & PAT DEVLIN

2. BACKGROUND

3. MARKET Dominated by Gatorade and PowerAde Other small companies make up around 20%

4. TRENDS It has become one of the largest markets in the beverage industry Gatorade is still increasing their dominance of the industry

5. CONSUMER PROFILE Sports drink industry is catered towards younger people who have active lifestyles and participate in sports Companies use professional athletes to promote their products The psychographic of the sports drink consumers is people who are into sports

6. ANALYSIS OF COMPETITION

7. THE FOUR P’S OF GATORADE Gatorade is the most well known sports drink collection easily recognizable by their logo branded on all their products Gatorade’s “G” series includes three different sports drink products that help athletes before,during, and after their workout Gatorade is huge in professional sports. You cannot watch a pro sports game without seeing the Gatorade logo They have sponsorships with the NHL, NFL, and NBA Gatorade provides cups, coolers, and bottles to their sponsors, commonly seen on the sidelines Gatorade uses media ads as well, mainly television There are no tricks in Gatorades pricing, as it remains common throughout the thousands of stores that carry it

8. PROPOSED TARGET MARKET RJF should target higher tier athletes wanting to improve their game. After going after the higher tier athletes, getting them to promote their product, then the lower tier athletes will use the product as well This will make a broad market similar to Gatorade

9. MARKETING MIX

10. PRODUCT RJF should create a high end sports drink that helps the mental and physical side of performance The drink should be available in different flavors, and an easily recognizable bottle

12. PLACE The product should be sold in professional and amateur sports venues, as well as sports equipment stores, which will target the exact market intended

13. PRICE RJF’s product will be on the higher end of sports drinks, therefore pricing it a little bit higher then Gatorade and PowerAde but below the higher energy and protein items The price is $1.99

14. PROMOTION RJF should use print ads in magazines like ESPN and Sports Illustrated They should also use dasher ads that would display in stadiums Paying for scoreboard ads in professional stadiums will also attack the target market Professional Hockey players will endorse the product