This paper uses resources from online electronic articles and journals.
A marketing plan refers to the detailed document which explains a business advertising
and marketing strategies for the following year or a description of the position the business is in
currently. It identifies the needs of consumers and addresses how the businesss can satisfy those
consumer needs while making sound levels of profit. The sporting industry has not been left out
in such kind market development. Gatorade Company – a manufacturer of sports themed liquid
refreshment and food products but has its focus on sports drinks. Currently the, Gatorade is being
manufactured by Pepsi company. The drink is said to be of help to sports men e.g. athletes to
stock up the carbohydrates burnt out during running. It’s the major brand of sport drinks in the
U.S.A accounting for three quarters of the total market share.
There are two forms of research, primary or secondary. Primary research is conducted by
a researcher in order to meet specified and unique needs e.g. through conducting surveys and
interviews, observations and focus group discussions. Secondary research involves the bringing
into use other research findings to the researchers own situation. For this survey, Primary
research is most preferred because the information obtained needs to address the specific needs
of the products the researcher sells. Secondary research will not be used because the information
obtained from secondary research is broad and may interfere with the decision making process.
Gatorade launched a new product the ‘G – Series’ that included the before, during and after
athletic event product. i.e. Prime 01, Perform 02 and Recover 03 respectively. A one on one
interview of consumers on their view of the product and focus group of a team of athletes
constitute the main form of data collection of this brand.