My principles of marketing class tasked my group to develop a new product idea for an existing company.
Our product was called, PowerBox by Gatorade. An on-the-go prepared snack box for adults! The snack box is filled with healthy snacks paired with a bottle of gatorade to provide nutrition for health conscious athletic people!
Each member of the team was responsible for one part of the project. We communicated often and worked closely together to explain our processes with our individual research. The team made a huge effort to make sure all of the members understood each part of the marketing plan as we progressed through the project.
It was a great experience getting to create a new product and research the best strategy to bring it to the market.
Here is a link to the full Powerbox by Gatorade Marketing Plan:
My contributions to the marketing plan shown below (Pages 9-10 of marketing plan) :
Target Markets
The primary target market for Gatorade PowerBox is for consumers who live a healthy and sustainable lifestyle or have an interest in doing so. Active consumers, ages 18-50 years old with a median household income of $40,000 a year, such as athletes, health-conscious individuals, and those who lead busy lifestyles.
Points of Difference
The “points of difference” - characteristics that make Gatorade PowerBox stand out relative to competitors- fall into 3 important areas:
Taste and Convenience - The PowerBox contains the highest quality ingredients, that are all natural, unprocessed, and non-gmo (genetically modified organisms). The PowerBox is a pre-packaged meal that satisfies hunger and provides optimal nutrition for people on-the-go.
Environmentally Friendly - Most packaged foods in the grocery store contain PET plastic that ends up being in the landfill. To support the increasing awareness of the harmful effects of plastic on the environment, the PowerBox will be packaged in 100% biodegradable materials.
Backed by Science - The Gatorade Sports Science Institute, through research and development we have developed the optimal ratio for macro and micronutrients to put in our PowerBox. To optimize the health and performance of our target market.
Positioning
Convenience meal products have been gaining popularity in recent years. Through Gatorade’s brand presence, the PowerBox strives to obtain a positioning in consumers kinds as a prepackaged meal which is good for your body, and good for the environment. Unlike Kraft Lunchables, and Hormel Gatherings, which provides lower quality ingredients and uses PET plastics which harm the environment.
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