Marketing Strategy: V8 Sport

Fordham University's Gabelli School of Business
Integrated Project Fall 2011: Campbell's

Transcript

1. V8  SPORT   Daniel  DiDomenico   Nikki  de  Castro   Shannon  Jones   Meghan  Muha   William  P.  Strobel     “Feel  Good  Now!”  
2. PROBLEM   CAUSE   SOLUTION  
3. PROBLEM   CAUSE   SOLUTION  
4. PROBLEM   CAUSE   SOLUTION  
5. PROBLEM   CAUSE   SOLUTION  
6. PROBLEM   CAUSE   SOLUTION  
7. $300 Billion
8. $7.6   billion   $1     billion  
12. PROBLEM   CAUSE   SOLUTION  
13. Cause  
14. Poor  Brand  Image  
15. campbell   VALUING   people   people   VALUING   campbell  
18. Side Effects
19. — Diarrhea   — Excess   Sodium   — Blood   Glucose   — Acid   Reflux  
20. campbell   VALUING   people   people   VALUING   campbell  
21. PROBLEM   CAUSE   SOLUTION  
22. à   Has  grown  6%-­‐9%  each     year  since  2000   -­‐Annette  Farr,  Just-­‐Drinks.com,  2/12/08   à  
23. WHAT  NOW?!  
24. Introducing  V8  Sport   — Healthiest  Sports  Drink  in  the   Market     — Staying  true  to  V8’s  mission    
25. V8  Sport   — Focus  on  the  fruits   — Keep  it  local,  NJ!   — #2  blueberry   — #3  cranberry   — #3  peach   — #4  strawberry  
26. Catering  to  the  Athletes…  
27. Co-­‐Promotion  
28. Testimonials  
29. Testimonials   Endorsements  
30. VS.   Average  of  2  to  4%   Average  of  22%   DataMoniter’s  “Functional  Drinks  in  the  U.S.”  2008  
31. For  2009-­‐  Net  Revenue  Fell  10.2%   Q2-­‐  Net  Revenue  Fell  9%   CBSsports.com  
32. Starts  with  new  segmentation   strategy  
33. Specific  and  defined  target  market  
35. 22   23   24   25   26   27   28   0-­‐6  Months   6-­‐12  Months   12+  Months   Price   Time  Period   Multi-­‐Phase  Pricing  Plan   Average   Gatorade   PowerAde   =  V8  Sport   Source-­‐  Sam’s  Club,  A&P,  Costco  
36. Goal:  Product  à  Target  Market  
37. Conclusion