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. This is a new product and consumers need to be aware that this product does exist and what it looks like. This is the first sports beverage to be endorsed by Tiger Woods and the first one to relate to the sport of Golf. Gatorade Tiger’s target audiences differ slightly from the usual Gatorade consumers.
Their Platinum Customers (Primary Target) would be males aged 18-35 with interest in sports, particularly golf. Most likely these would be weekend golfers who are passionate about the sport, purchase high end golf equipment, and are looking for ways to improve their game. These are not professionals but rather those who enjoy playing the sport when they have the time. Gatorade Tiger’s Gold Customers (Secondary Target) are golfers of both sexes and of all ages. While Gatorade naturally skews younger, Tiger Woods has a presence that seems to transcend all ages.
The proposition should be “THE BIG IDEA”. 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 Eyes – Tiger Woods is an asset and the use of his piercing eyes offer a dramatic backdrop. It also plays off of the “Eye of the Tiger” phrase which elicits images of the motion picture, Rocky. 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.
Tiger Woods Gatorade Moon Shot Commercial – http://www. youtube. com/watch? v=Mp4n2Wuczl0 Gatorade’s print advert called “Eye of the Tiger”.
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