• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Creative brief - This is the first sports beverage to be endorsed by Tiger Woods and the first one to relate to the sport of Golf. Gatorade Tigers target audiences differ slightly from the usual Gatorade consumers. Their Platinum Customers (Primar

Extracts from this document...

Introduction

Creative Brief Companies choose to advertise on the television for the simple reason that, every night over 60 million people in the UK watch their television sets and, if you have a product to sell and money to make, it is the perfect way to promote your merchandise to a large audience of potential buyers. Advertising on TV is extremely expensive, though; for a 30 second advertising slot, at peak time, shown in the break between parts of a popular program the price can reach �700,000 or over. This is because more people are watching the TV at this time; therefore more people are likely to see the advert. Companies are prepared to spend such vast amounts of money on adverts because they are confident that viewers will see their advert, buy the product and gradually repay the money spent on the advert through sales of the product. ...read more.

Middle

The tone of voice is uplifting, energizing. The company launched their product with both TV and print adverts. The print advertisement is called "Eye of the Tiger". It features a black and white image of Tiger Woods' intense stare with colour enhanced sweat. It emphasizes performance with the statement that "being a winner takes hard work and sweat." There is also a large close-up image of the product with the tag line, "it's in Tiger. is it in you?" For the verbal part of the message strategy, the intent was to emphasize four areas: * Tiger's Association and Endorsement - It was important to ensure that Tiger's name was prominent and was accomplished through the text on the product itself and within the tagline. * Reinforcement that Gatorade helps athletes compete at their highest level - Words such as "winning" and "peak performance" are there to associate the product with great athletic feats. ...read more.

Conclusion

Rocky is a story of an underdog who succeeds in performing at his highest level through hard work, sweat, and determination. * Close Up of Product - The product of Gatorade Tiger is in a close up to emphasize the Tiger Woods association and to give the potential customer a good view of the new logo. Since this is a new product, the consumer needs to be able to identify the product while shopping. In the UK, Gatorade faced strong competition from Lucozade Sport, which holds a 42 per cent market share by value. But with endorsement from Lampard, Gatorade became as popular in the UK as it is in the US. With orange and lemon flavours available, Gatorade has already focused on its key market. Sponsorships and athlete endorsements are the key to driving success in the sports drinks categories and Gatorade became the official sports drink for the England football team for World Cup 2006. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. PowerAde and All Sport: Muscling in on the Sports Drink Market

    An 8-ounce serving of Gatorade contains few vitamins, no fat or protein, 60 calories, 15 grams of carbohydrates, 110 milligrams of sodium, and 25 milligrams of potassium. Gatorade's calories are about one-half the level contained in fruit drinks and nondiet soft drinks.

  2. Marketing Dissertation. An investigation of Celebrity Endorsement, with particular focus on the long-term ...

    At the same time the brand, in such an emotionally rousing and tribal area as football must be careful not to exclude those who have that level of involvement with their opposition teams. A consumer's level of involvement will be dictated by their level of commitment to an attitude towards that brand, celebrity, or team in this case.

  1. Kraft Tiger Market Analysis - how Kraft Tiger uses market segmentation in Singapore.

    Kraft Tiger comes in several models, which differs in flavors and types/shapes of biscuits, which made the distinctive features mentioned above necessary to differentiate each one of them. Kraft Tiger also has several unique features which differentiates it from its competitors; one of them is the tiger picture at the

  2. Strategic Management for Bunkers Indoor Golf Center.

    The programs consist of a discount program, complementary items for customers, and many other considerations. During this planning stage Bunkers tried to find programs that would be beneficial to the company and its customers and help it to retain existing customers and gain new ones.

  1. Analysis of an Advert

    Through using this objective of having the fragrance at night it could allow it a specific use & also mean they could market other fragrances for daytime use. I.e. at work. Having fragrances for different occasions is a market they will be looking to exploit as brands will be competing with them including deodorants & other aftershaves.

  2. Free essay

    How can Dell improve the value delivered to its customers

    By getting to the root of the problem Dell focused on building one to one relationships with the end customer. This customer centric core philosophy was instrumental in shaping the entire organizational structure wherein all the stakeholders right from customers to suppliers were involved in generating value.

  1. Free essay

    influence of tv ad,s

    Thus advertisement in India has certainly undergone a tremendous change. AIMS & OBJECTIVES OF THE STUDY Present study relates to advertising effects on children between age group of 4 to 12 years. Children all over the world are very inquisitive, wherever they watch on television becomes impressive on their minds.

  2. Marketing Mix Report on Kraft Tiger Energy Choc Biscuits.

    that are consist of many buyers and sellers, this situation can give a freedom for sellers exercise market power, due to a monopolistic competition they will get easy way to set their price. Kraft Tiger is recognized in elastic product which make consumers to appraise the responsiveness of one

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work