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Marketing Strategy: V8 Sport
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Nikki D
January 11, 2012
Education
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Marketing Strategy: V8 Sport
Fordham University's Gabelli School of Business
Integrated Project Fall 2011: Campbell's
Nikki D
January 11, 2012
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Transcript
V8 SPORT Daniel DiDomenico Nikki de Castro
Shannon Jones Meghan Muha William P. Strobel “Feel Good Now!”
PROBLEM CAUSE SOLUTION
PROBLEM CAUSE SOLUTION
PROBLEM CAUSE SOLUTION
PROBLEM CAUSE SOLUTION
PROBLEM CAUSE SOLUTION
$300 Billion
$7.6 billion $1 billion
None
None
None
PROBLEM CAUSE SOLUTION
Cause
Poor Brand Image
campbell VALUING people people VALUING
campbell
None
None
Side Effects
Diarrhea Excess Sodium Blood Glucose
Acid Reflux
campbell VALUING people people VALUING
campbell
PROBLEM CAUSE SOLUTION
à Has grown 6%-‐9% each year since
2000 -‐Annette Farr, Just-‐Drinks.com, 2/12/08 à
WHAT NOW?!
Introducing V8 Sport Healthiest Sports Drink in the
Market Staying true to V8’s mission
V8 Sport Focus on the fruits Keep it
local, NJ! #2 blueberry #3 cranberry #3 peach #4 strawberry
Catering to the Athletes…
Co-‐Promotion
Testimonials
Testimonials Endorsements
VS. Average of 2 to 4% Average of
22% DataMoniter’s “Functional Drinks in the U.S.” 2008
For 2009-‐ Net Revenue Fell 10.2% Q2-‐ Net Revenue
Fell 9% CBSsports.com
Starts with new segmentation strategy
Specific and defined target market
None
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
Goal: Product à Target Market
Conclusion