In the sports business world, there are few brands that show complete and seemingly perpetual domination. There's Nike, and its Jordan brand, in basketball shoes. And there's PepsiCo, and its Gatorade brand, in the sports drink space. Gatorade has the largest consumer market in the sports drink field in the United States and is the largest sports drink producer in the world. They have a competitive advantage.
Moreover, in the late 2007 the market was still growing up with variety kinds of energy beverage products. Weakness of the Dr Papper Snapple Group, Inc is advertising. The only one who has TV advertising from energy drink market is Red Bull. That sets them apart from others competitors. The energy beverage companies are targeting same group of people as Red Bull and it is hard to make significant increase in profit.
The simplistic design and logo of Muscle Pharm printed on eye-catching neon green and black containers will surely be seen first among a shelf of plain products, even before the buyer is standing in front of the products. In addition to the physical attributes of Muscle Pharm products, a buyer belonging to the targeted market will likely already recognize the colors and design as belonging to an extremely popular and elite leading nutritional supplement product. Muscle Pharm utilizes top athletes to endorse and promote the product line in order to appeal to a buyer’s emotional need to receive the same results as the athletes. Using body builders, football players and UFC fighters to promote Muscle Pharm litters the market with the Muscle Pharm logo and colors, creating brand recognition to buyers. For example, Muscle Pharm marketers negotiated a deal with the UFC to make Muscle Pharm the official supplement sponsor, creating even more opportunity for Muscle Pharm to advertize.
Nike’s products are so heavily marketed globally that it is hard to believe children working in sweatshops are producing the famous swoosh worn by so many individuals. Nike has employed some of the most popular sports athletes in history. Michael Jordan has been called the greatest basketball player ever to play the game and he has a line of Jordan apparel that some people are addicted to. Other athletes that have endorsed Nike products are Tiger Woods, Bo Jackson, Andre Agassi, Ronaldo, Lance Armstrong, Michael Vick, Deion
First they need to identify their target market and study them, then they will be able to decide what promotional activities will work best. To reach recreational players, they can advertise through social media, magazines, TV. and radio. They can also advertise and place their products in general retail stores such as Walmart. This is better than placing the products in tennis department stores because many recreational players will shop where they already have to go.
Tambrands decided to sell its brand TAMPAX to P&G, which represented the perfect opportunity for tampons to be used all around the globe because of the size of the company, its distribution channels and its reliability. P&G effectively grew the usage of tampons in those countries which refused to use them. Tambrands decide to work with Procter & Gamble, getting benefits for both. Both companies know that culture is an important topic for marketing, and they develop a plan that allows them to get loyal customers. P&G and Tambrands understand that culture change in every nation, and because of that, both companies
In all case the athlete earns more from endorsements than in salary. (Steven J. Jaskson) Gatorade, the US market leader in sports drinks, is a company that understands the advantage of athletes in advertising. They currently endorse players of all types of sports including, baseball player Derek Jeter, former basketball player Michael Jordan, tennis player Serena Williams, soccer player Landon Donovan, and football players
A&G Advertising: Allen and Gerristen, operates as an independent advertising agency. This agency is unique because it specializes in combing technology, creative, media, and analytics to create a variety of digital, experimental and traditional marketing and promotional campaigns for its clients. For the most part, A&G serves business to business clients in areas such as retail, restaurants technology, finance, entertainment, non-profit and healthcare. PART 1 MARKET SEGMENTATION AND CUSTOMER MOTIVATIONS REEBOK: The earliest years of Reebok, the main focus of the brand was for athletes looking for quality sportswear that served functionality. Reebok was for the athlete who wanted to do better and be better than who they already are, unlike their competitors NIKE who focus primarily on team like sports.
Along with a recognizable logo and slogan, Nike has a long list of well-known athletes to promote the brand. Nike shoes would be categorized as a shopping product. Shopping products are items that a consumer will spend a good amount of time comparing alternative. Nike tennis shoes could also be consider a specialty product in the sense that consumers show a strong preference for them and they will spend considerable amounts of time shopping for the best. Dependent on what the consumers need is with a Nike product, they could spend a lot or a little amount of time researching.
According to the case, as we see above in exhibit 1, Corona has become one of the world’s top ten selling beer brands and Corona Extra has turned out to become the top selling imported beer in the United States according to exhibit 2, even though the company has allocated $300 million to renovate its production facilities, they have to make sure to distinguish which brand would be the winner and how the company could execute their plans to sell that winning brand in various markets around the world. The company has to come up with different strategies for different markets and accordingly set budgets to increase production facilities. Hence an appropriate budgeting of the capital for production has to be foreseen by the company and prioritized accordingly as a high demand from a certain territory may cause the company to fall short on supply and hence a loss of market to competitors and potential revenues to the company. Therefore a proper allocation of resources has to be made with appropriate forecasting. Another issue which arose in 1991 was the doubling up of the federal excise tax on beer in the United States which caused a slight decline of 15% to the sale of Corona in the US.