Powerade: Women in Sport Advert Report
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Powerade: Women in Sport Advert Report
Advertisement is a primary avenue of brand recognition that must be executed to perfection to instil the necessary impacts. In contemporary business settings, multiple competing brands emerge daily. Hence, if a brand, through advertisement, does not appeal to multiple aspects of the potential consumers, chances of failure are increased. Executing an advert to speak to a consumer's interests, wants, or needs are the primary position to begin. However, the question remains on how to combine different advertisement appeals to entice prospective customers to purchase a product. In this report, the focus is geared toward Powerade's growth in women's sports endeavors. The report explores multiple product elements, including background information, advertising objectives, creative brief, execution, and ethical considerations throughout the marketing schemes. A detailed analysis of each of the above elements of P-XX Powerade should help the brand to instil the appeal for higher sales volumes and enhanced market share indices.
Background Analysis and Consumer Insight
Powerade has been experiencing steady growth since its premier, thereby placing it in a position of positive growth trajectory. Powerade is a Coca-Cola product that was founded in 1988 (Zart & Fröhlich, 2019). The product was created primarily to target sports personalities and physical fitness enthusiasts. The drink was a platform for individuals in sports who intended to go beyond boundaries and achieve constant improvements. Initially, Powerade had an ION4 formulation that gives an individual the extra push that is required for greater achievements in sports (Zart & Fröhlich, 2019). Coca-Cola has also used the product to steer awareness on sugary beverages that have wrongfully been accused of hindering health and wellness, according to Coca-Cola. Bearing the male domination of sports, the Powerade brand initially targeted men. However, the trajectories are changing in sports, and Powerade intends to be the leader in steering women into beyond the limit performances using the Powerade brand.
Powerade has indulged in extensive marketing schemes historically to cement the position of their products. The most notable campaign was the PowerHasNoGender campaign that swayed athletes into improving their performances through the vitality of Powerade (Zart & Fröhlich, 2019). The success of the PowerHasNoGender campaign was anchored on the motivation by different players to try the product and showcase its impacts. Also, at the apex of the gender debates in sports, this product came as a uniting element between the genders at an ideal time. Even amidst such success, Powerade still faces stiff competition to reach the apex of sports drinks. A 2018 analysis noted that Powerade commands only 9.6% of the market share in the U.K. (Zart & Fröhlich, 2019). Other competitors, including Lucozade, High5, Monster, and Gatorade, still offer significant competition. Currently, Gatorade from Pepsi is the leading competitor whose influence could hinder the stability of P-XX Powerade in the market.
Consumer Insight
The introduction of the P-XX Powerade formula is poised to change the perception of the product bearing its new capabilities. P-XX Powerade will be specific for females. This product targets women whose performances in sports and other intense physical activities have been inhibited by hormonal challenges. The new product takes into consideration the athletic needs of women whose hormonal changes have hindered their pursuance of ultimate performance. Amidst the value that P-XX Powerade could trigger and the fact that it has been successful in female sports, including FIFA World Cup, the U.S. Women's National Soccer Team, the English league, and the Cricket World Cup, more inputs are needed for this product to mark its potential (Mordor Intelligence, 2021). That is, P-XX Powerade is unique and targets a specific consumer group, something that has not been attempted before and must be executed with care considering the negative publicity that has attracted the consumption of sugary energy drinks in the past.
Participation in physical activities such as sports is changing for women, thereby creating a platform for P-XX Powerade to prosper. The number of women participating in sports and other physical activities is increasing considerably. Statistics indicate that the number of female sports activities increased by 50% between 2012 and 2018 (Mordor Intelligence, 2021). Still, the International Olympics Committee (IOC) has indicated that it recorded 30.8% female participants in 2018 as opposed to 21.4% in 2017 (Bonomo, Placa, & Rombo, 2020). At that rate, the participation among different female groups in physical activities is increasing, thereby creating a platform for a gender-specific product such as P-XX Powerade to prosper. Besides, more women aged 18-30 are adopting sports and other physical activities (Mordor Intelligence, 2021). The emergence of the COVID-19 pandemic has created a unique platform for growth as more people are seeking to stay physically fit during the lockdown. While the market for P-XX Powerade is available, the question remains on the advertisement strategies that Coca-Cola must employ to secure a stable market position for its P-XX Powerade brand.
Butterfield's Diamond
The execution of the P-XX Powerade advertisement campaign will focus on understanding the operational environment. The Butterfield's Diamond is an ideal tool in marketing as it instils ideas of what to expect while adventuring in a specific market segment. The model, in the P-XX campaign, steers focus into four primary aspects of marketing. First among the factors to consider is the demand for the product. As noted, there is a high demand potential for P-XX Powerade. That is because no other competing products have established brands that compete directly to the elements of P-XX. By focusing on eliminating hormonal challenges in sports for women, P-XX creates a niche that has barely been explored. However, the switching power of consumers is still high, bearing the availability of competing products. The second aspect to consider is the factor conditions. P-XX is a portfolio within Coca-Cola. Coca-Cola is an international organization with significant brand recognition. Coca-Cola prospers in diversification and marketing that has consistently steered its brands into market leadership.
The suitability of P-XX should also be assessed on its related supporting industries and the strategy of rivalry. The stability that Coca-Cola has enjoyed in its multiple portfolios has been linked to its success with related and supporting industries. Coca-Cola's value chain is majorly integrated with the company taking up the major activities down and up the value chain (Zart & Fröhlich, 2019). In England, Coke has developed a reputation as one of the major employers in the nation. With that, it attracts creativity, trust from consumers and suppliers, and support from related industries. Coke is also employing its economies of scale to innovate extensively, something that keeps it relevant in a dynamic market. Ultimately, the model focuses on the strategy. Coke's strategy has always been simple and linked to customer satisfaction. Coke measures against competitors through its competitive pricing, design, and focus strategies. Coke is also among the leading advertisers in the U.K. Combined, Coke is positioned in a manner that easily markets its products and services. Bearing such a background, P-XX is poised to succeed if it is executed efficiently.
Advertising Objectives and Rationale
Concluding a successful P-XX Powerade advertisement should focus on three primary objectives. Primary among the objectives is brand awareness. P-XX is a new product whose existence in the market has not been noticed by its potential consumers. While Powerade has built a name in the three decades of its existence, not much can be said of P-XX. As such, making more people demand the product should be the primary objective of the advertisement campaign. The second objective that should be illuminated in the campaign is the market share. As noted, Powerade only commands 9.6% of the U.K. market (Mordor Intelligence, 2021). The numbers are even lower for the new P-XX (Mordor Intelligence, 2021). However, with strategic advertisement inputs, the market share should be elevated considerably, especially with the notable lack of direct competitors to the P-XX brand. Ultimately, the advertisement should offer the uniqueness of P-XX to enhance its sales immediately. In the PowerHasNoGender campaign, Coke noted the needs gap that they filled immediately. The same strategy can be mirrored, albeit with emphasis on the specific elements of the drink to steer its sales indices in the short term.
Advertisement Model
The P-XX intends to employ the DAGMAR model to execute its objectives. DAGMAR is a marketing model spelt as 'defining advertising goals for measured advertising results. In the DAGMAR model, brands must establish clear objectives that they intend to achieve with a specific advertisement campaign. As noted, the P-XX campaign will focus on four measurable goals that the company intends to achieve at the end of the campaign. By offering to follow the DAGMAR guidelines, the advertisement must focus on the four steps that define an effective advertisement campaign (Bonomo, Placa, & Rombo, 2020). First among the steps is causing awareness. For new brands, awareness must mark the beginning of an advertisement campaign. Every brand, product, or service sells only to people who understand them. C...