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

    one celebrity, when the endorser is considered the 'expert', is in fact limitless. There does not seem to be existing research that has investigated consumer's attitudes towards the number of endorsements that are credible in an expert field and this is an area that research will be committed to investigating in the next part of this study.

  2. 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

  1. Strategic Management for Bunkers Indoor Golf Center.

    It includes financial goals, hiring of additional employees, objectives, a mission and the keys to success. It is a large plan and is used as the blueprint for the other plans. As leaders create the business plan, the company will concentrate on the programs and strategies it will use to gain and retain customers.

  2. Analysis of an Advert

    of this and have been a big influence on these types of markets so to target this and use this would be an advantage.

  1. Free essay

    influence of tv ad,s

    Their schooling standard is from KG to VII class and their life style has undergone drastic change. Kids enjoy privileges and sometimes demand for the product with their parents as the matter of right. Certainly the consumption habits of middle class and upper middle class families are undergoing lot of changes.

  2. Celebrity endorsements Uk

    Celebrities used to endorse these products tend to be celebrities that are really involved in this industry e.g. Chefs. An example of a celebrity chef is Jamie Oliver who endorses Sainsbury's goods. This makes consumers want to use Sainsbury's goods so they can cook like Jamie Oliver.

  1. Lawrence sports

    The TQM program is designed where the focus is managing the organization as a whole. This focus is on all aspects of the goods and services provided to customers (Chase, Jacobs, & Aquilano, 2006). Currently the company has no quality plan in force.

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

    Most of the consumers will spend their money to purchase Kraft Tiger when they are interested with the quality, features, and product image that the product offered, such as the brand name of the product which is well-known, so people has already known the quality of the product which kraft?s

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