Experiential and Content Marketing

Project Report

Experiential Marketing Campaign of

Gatorade Pakistan

Presented by:
Saddam Hussain Ansari (1835138/MBA-36)
Zaryab Ali Farooqui (1835129/MBA-36)

Submitted to:
Sir Fahad Vakassi

Date:
07-Dec-2019
 Table of Contents

1. Introduction/History of Gatorade 1
a. Mission 3
b. Vision 3
2. Situation Analysis 4
a. S.W.O.T Analysis 4
b. Competitors 5
3. Identifying Target Audience6
a. Market Segmentation of Gatorade 6
b. Relationship Drivers 6
4. Problem Statement 7
5. Goals 7
6. Objectives 7
7. Experiential Marketing Campaign 9
a. Cam paign Idea 9
b. 5 Big C’s 11
c. 11 Pillars 13
d. Wired Experience 15
8. Budget 16
9. Measuring Post Event 18
a. Metrics to Measure 18
b. Purchase Velocity 20
c. Path Purchase Impact 21
10. Appendixes 22-25
1) Introduction/ History of Gatorade
The Gatorade Company, Inc. is an American manufacturer of sports-
themed beverage and food products, built around its signature line of
sports drinks. Gatorade is currently manufactured by PepsiCo and is
distributed in over 80 countries. The beverage was first developed in
1965 by a team of researchers led by Robert Cade. It was originally
made for the Gators at the University of Florida to replenish the
carbohydrates that the school's student-athletes burned and the
combination of water and electrolytes that they lost in sweat during
rigorous sports activities.

Gatorade was created in 1965 by a team of scientists at the

University Of Florida College Of Medicine, including Robert Cade, Dana
Shires, Harry James Free, and Alejandro de Quesada. Following a
request from Florida Gators football head coach Ray Graves, Gatorade
was created to help athletes by acting as a replacement for body fluids
lost during physical exertion. The earliest versions of the beverage
consisted of a mixture of water, sodium, sugar, potassium, phosphate,
and lemon juice. Ten players on the University of Florida football team
tested the first version of Gatorade during practices and games in 1965,
and the tests were deemed successful.

Gatorade was originally produced and marketed by Stokely-Van

Camp, the Gatorade brand was purchased by the Quaker Oats
Company in 1983, which, in turn, was bought by PepsiCo in 2001. As of
2010, Gatorade is PepsiCo’s 4th-largest brand, on the basis of
worldwide annual retail sales. It competes with Coca-Cola's Powerade
and Vitaminwater brands worldwide, and with Lucozade in the United
Kingdom.
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 In October 2019 PepsiCo officially launched Gatorade in Pakistan,
PepsiCo partnered with Woot Events for organizing and creating a
brand launching event in Karachi for Gatorade Pakistan, Brand
Activation Campaign was made in Dolmen Mall Clifton, Carrefour, and
Lucky One Mall in Karachi to create brand awareness among the
people.

The worlds #1 sports drink, Gatorade organized SweatAThon –

Pakistan's biggest fitness festival at Moin Khan Academy in Karachi on
November, 24th 2019.

This was followed by a 5KM marathon in which cash prizes were

distributed to the winners of the marathon – PKR 50,000/- for first
place, PKR 30,000/- for second place, PKR 15,000/- for third place and
gift vouchers worth PKR 5,000/- for the next 30 winners.

The program kick started at 3pm with a press conference hosted by

Khalid Malik and Ayesha Omar. Press conference featured senior
representatives from PepsiCola International, Pakistan Beverages
Limited along with Pakistan's legendary fast bowler, Shoaib Akhtar.

At 5pm, Pakistan's leading fitness icon, Nusrat Hidayatullah started

her boot camp followed by a live performance by the iconic Pakistani
band, Strings. SweatAThon was a family friendly event with a special
space dedicated and created for children as well.

The overall agenda for the night was to promote the culture of
health and fitness while encouraging people to deliver their best
performance not just when it comes to sports but also in their daily
lives.

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 a) Mission of PepsiCo Pakistan
As one of the largest food and beverage companies in the world, our
mission is to provide consumers around the world with delicious,
affordable, convenient and complementary foods and beverages from
wholesome breakfasts to healthy and fun daytime snacks and
beverages to evening treats. We are committed to investing in our
people, our company and the communities where we operate to help
position the company for long-term, sustainable growth.

b) Vision of PepsiCo Pakistan

At PepsiCo, we aim to deliver top-tier financial performance over the
long term by integrating sustainability into our business strategy,
leaving a positive imprint on society and the environment. We call this
Performance with Purpose.

It starts with what we make— a wide range of foods and beverages

from the indulgent to the more nutritious; extends to how we make our
products— conserving precious natural resources and fostering
environmental responsibility in and beyond our operations; and
considers those who make them— striving to support communities
where we work and the careers of generations of talented PepsiCo
employees.

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2) Situation Analysis
a) S.W.O.T Analysis of PepsiCo Pakistan
Strengths:
 High quality sports drink.
 Suitable brand name.
 Good/unique Packaging.
 Company has a very established name and a good reputation.
 Pepsi has large market share than its competitors.
 Strong research & development.
 Pepsi spends a lot of budget on its advertising.
 Pepsi has a very vast distribution channel and it is easily available
everywhere.

Weaknesses:
 Pepsi does not offer any sort of incentive or discount to its
retailers.
 No sponsorship from brand to retailers
 Problem in Target Market Strategy of Promotions
 It is not available in far off rural areas

Opportunities:
 Athletic group is not well developed and they need various form
of support.
 Pepsi have enough funds to expand their business in Pakistan.
 The company may also diversify its business in some other
potential category of sports product in future.
 Lack of knowledge/awareness about sports product usage and
benefits.
 Increased interest of people in musical groups, cultural shows and
sports has provided an opportunity for Pepsi to increase its sales
through them.
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Threats:
 The main competitor of the company is the Coca Cola.
 Low purchasing power of the peoples.
 Law and order situation has a great impact on company sales.
 High inflation in the Pakistan.
 Indirect Competitor

b) Competitors of Gatorade in Pakistan:

Direct Competitors

1) PowerAde
2) Vitamin Water

3) Lucozade

Indirect Competitors

1) Nestle Active
2) Mineral Waters
3) Milo
4) Monster
5) Red Bull
6) Booster

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3) Identifying Target Audience
a) Gatorade Market Segmentation
 Demographics:
o Age: 15-25
o Gender: Both male and female
o Life Stage: Teenagers and Young Adults

 Psychographics:
o Life Style: Socially active, Sports Lovers, Health Orientated,
Recreational Athletes, Professional Athletes, Fast paced
Lifestyle, Active Lifestyle, High school, College students, and
Universities.

 Behavioral Variable:
o Consumers are willing to buy Gatorade for its beneficial
attributes
Gatorade is produced to motivate consumers and fulfill their
needs of energy.

b) Relationship Drivers

Problem Statement Identification: Sports Lover, Athletes,

Socially active Group, Fast Paced lifestyle, Organized people, Goal
Oreientated

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Inspiring: People feel Energetic, Regain fluids lost after sweating, and
motivates to achieve more

Helpful: No more fatigue or tiredness after workout or game practice/

tournament, Helps to refuel the lost electrolytes because of sweating
due to rigorous workout

Meaningful: Gatorade care about people health, fitness and body. They
care for athlete to be best at what they do and utilize their full potential
in best way possible by using their products.

4) Problem Statement
To create Brand Awareness of Gatorade Pakistan among the people of
Hyderabad by using Experiential Marketing Campaign/ Brand Activation
due to lack of awareness among sports lovers.

5) Goal:
To introduce and enter Gatorade sports drink in the Hyderabad market
through brand engagement activity with people and create awareness
through experience.

6) Objectives:
1) To introduce the new Rs 80/- Gatorade 500ml sports drink in
Hyderabad.
2) To aware 3 flavors of Gatorade; 1) Blue bolt, 2) Tropical Fruit, 3)
White Lightening.

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3) Create 30 to 40 % brand awareness among target market through
this brand activation.
4) Gain 30,000 reach, 10000 to 15000 likes, followings and share on
social platforms through this activation.
5) Gain 75% of Market share of sport drinks in Hyderabad in within 1
year
6) Make people to taste and experience Gatorade.
7) That how Gatorade is healthy sports drink which helps them to
rehydrates, replenishes and refuels their body after a rough and
tough sports training.
8) It helps to regain energy lost from their body due to sweating
because of rigorous workout.
9) Motivate people to get back and start sports/athletic life style.

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7) Experiential Marketing Campaign
HUMAN FOOSBALL TOURNAMENT

What is Human Foosball?

Human Foosball is a fun sport which is gaining increasing

notoriety for family outings, building teamwork, or just kicking back
with some friends after work. It’s the same thing as regular foosball,
but life-sized!

The field is about 30 feet long and 12 feet wide, with rods stretching
across the field. The players (us humans) hold on to the rods in set
positions. The customization of how many people can play varies,
especially if you’re building your own, but it generally follows the table
game pretty closely.

For a fun game you probably need at least 12 people; 6 on each, and at
maximum, around 16.

a) Our Campaign Idea:

Our Experiential campaign idea is to organize a first time event on
Hyderabad which is indoor Human Foosball tournament in Boulevard
Mall to create brand awareness by engaging with target audience and
sharing Gatorade experience.

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 All will begin from Social Media and Billboard advertising to create
buzz about the event before the actual event happens, Participants can
pre book their teams of 6 to 8 members through online registration
form on our Gatorade Pakistan Facebook page or Kiosk present at the
actual event but priority will be the pre-registered teams. All genders
are welcomed to play and participate; mix gender teams are
permissible. Total time duration of game will be of 10-15 minutes and
halftime will be at 5 minutes plus side change (Time duration can be
change according to crowd response). Each side will have one referee
to look after the tournament and to throw ball in the match. Winning
team will receive cash prizes or gift hampers and loser team will be
given complementary products such as shirts and wristbands. Teams
will be provided visibility vests in which 3 colors will be provided; Blue,
Red, and White or Yellow for tournament and free Gatorade drinks as
samples. Audience can freely participate if the numbers of team
members are missing/ unbalanced to balance the opponents.
Teams can invite their friends and family for support and to cheer for
them. Audience can also avail free samples of Gatorade by providing
social currency such as liking the FB page and sharing check in status
about event and Hashtagging “Nothing Beats Gatorade”.

During event our Gatorade crew will also provide information about
Gatorade, how to use it and where they can easily find its product till
next team will gear up and be ready. Event will be live on Gatorades
social platforms, through which our crew will take feedback and
intention for Gatorade and Teams can have Team Pose photo before
game and they can search it on our socials and share it with friends and
family. Photo booth will also be there where audience can take photos

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and share it online in real time.Local Vloggers will also be invited to
attended event for free and share the experience on Social platform.

The ultimate purpose is to create brand awareness about Gatorade

among people of Hyderabad and to acquire sport drink Market Share of
Hyderabad as well as to give participants an experience of athletic
tournament and make them feel like a sportsman. Almost 20 crew
members will be needed to implement this activity; 7 Females and 13
Males for various purposes such as ushering, crowd handling,
registration desk etc.

b) 5 Big C’s
1. Connect:
 Trial: Teams and Audience members will be given free sample
to taste, smell and touch the Gatorade drink.
 Incentives: Winning teams will be provided with cash prizes,
gift hampers, and runner up teams will get complimentary
products and wrist bands.
 Emotional: Connect with audience trough Entertaining sport
activity and joyful memories so they can remember Gatorade
forever.

2. Control:
 Moderate‐High Control Structure; Gamification:

In Gamification we integrate elements of game playing

(point scoring, competition with others, rules of play) into a

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 brand experience. Allows marketers to talk less and play with
an audience more.

Therefore in our Human Foosball Tournament Gatorade will

control game play and event but teams will control the actual
game.

3. Content:
 TV Spots.
 Print, Direct, and Outdoor Ads
 Viral Videos.
 Social Media Posts
 Photos
 Live Media Interviews
 Live Streams (Facebook, Youtube and Instagram)
 Youtube Videos
 Blog posts

4. Currency:
 Social Currency: Likes, follows, sharing, Check in, Live Stream
Feedback interview
 Trial Currency: Free Gatorade drink (Flavors chosen by
themselves)
 Information Currency: Online Registration, Name, Age,
Gender, Occupation, Athletes or Non athletes, Tasted Gatorade
already or not, How they got to know about event as well as
Gatorade, Favorite flavors if any, Suggestions etc

5. Conversion:

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 Mention: Hash tag post, shares, photo likes, comments
number of likes increased.
 Awareness: Did social platform engagement, visiting, and
searching about Gatorade increased?, What was Social media
reach on that particular day after that day, Are people talking
about it, Do they started using, at what frequency they use
Gatorade, How they perceive Gatorade.
 Pipeline: What is their intent after the activation event, did
sales increased or not? , how many will buy Gatorade in future.

c) 11 Experiential Pillars
Pillars Explanation
i. Remarkable Human foosball tournament never
happened in the history of Pakistan as a
activation event, Main ground of
Boulevard Mall, everybody will get
attracted to it.
ii. Shareable Everybody now a day is a hypebeast and
trend followers then want to share
different content so that they can get
more like and comment from friends and
family. Therefore HFT will be a new thing
that everybody wants to share to feel
trendy and social. Like a new dress you
want to make people to see.
iii. Measureable Social media engagement and likes,
comments, shares, and hast tag will help
to know that how many people of
Hyderabad aware about Gatorade and
how many are engaged.

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 iv. Memorable “I participated in first HFT every in
Pakistan History”, “I won the first HFT”, “I
got my first Team pose”, following
comments from people will show that
event was memorable.

v. Relatable People who like sports or enjoy sports

with joy and challenge and are confident
to perform in public and want to have
good time with friends and family. They
want to do something new and fun, they
to relax and get entertained while
sweating their stress out of their bodies.
vi. Personal They can get Team pose photo mentioning
their team name with friends/family as a
team, their own photo posed as athlete
etc.
vii. Targetable HFT will involve all people in the mall who
get attracted and engage with the sport
especially teenagers and young adults who
want to enjoy, passer bys can involve by
selecting team and supporting and
encouraging them for win. Through this
specific activity a larger number of crowds
can be engaged through social media and
live streams plus people recording, taking
photos and sharing it on their own social
media.
viii. Connectable Trial, Incentives and emotional connection
will be used to engage with audience.
ix. Flexible This activity can be done indoors as well as
outdoors, the reason to choose to do it in
mall is to reach ourselves and to engage
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 with large number of audience instead of
them coming to us plus its perfect place
where people come to enjoy and relax. In
future it can be done in other place if this
goes successful.
x. Engageable Participants get involve by playing Human
Foosball and they also get incentives such
as: cash prizes, free drinks and
complimentary stuff.
xi. Believable Gatorade deals with sports and
sportsmanship and cares to make them
keep motivated enough to grow every day,
as their slogan say “Nothing Beats
Gatorade. And so does this activity show
confidence, courage and motivation to
achieve and win the game.

d) Wired Experience
Following wired experience methods will be part of our Experiential
Strategy which will connect it with Digital World.

 Amplifier: Social media will be used to amplify the event.

 Dialogs: such as online registrations of teams
 Extended Views: Event will be shown live on the social media
channels.
 Hashtags: #NothingBeatsGatorade
 Social Currency: Likes, Follow, shares , check in etc
 Viral Lifters: Local Vloggers of Hyderabad, after event highlights
such as, Epic goal, Winner team, Time-lapse etc.

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8) Budget

Service/Product Per Unit /Day Price Quantit Total Cost

y in Rupees
1. Mall floor rent Rs 180. Sq ft/day 510 sq 91,800
ft
2. Float Trucks 10,000/ day 2 20,000
3. Standee with set 850 10 8,500
4. SMD Standee 15000 2 30,000
5. SMD Screen 35000 1 35,000
6. T Shirts 215 500 107,500
7. Vest for Players 120 24 2880
(Colors:
Blue,Orange,
Red)
8. Wristbands 25 1000 25,000
9. Pamphlets 3.25 2000 6500
10. Brochures 13 1000 26,000
single side
11. Graphic - 30000 30,000
Designer
(FAF Designer)
12. Photographer 2 video camera= - 48,000
and 25000, 1 Drone =8000,
Cinematographe Cameraman=5000,
r video editing=10000
13. HFT Frame+ 950 sq ft 384 364,800
Branding
14. Backdrops 70/ sq ft 3 15,960

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 with wood
frame
15. Social Media - - 10,000
Boosting/Sponso
rship
16. Sample drinks 68 per bottle 800 or 54,400
1630 per crate
17. Miscellaneous - - 150,000

TOTAL - - 10,26,340

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9) Measuring Post Event with Metrics

a) Metrics to measure

 Attendee Demographics: Through data collected through

registrations and Facebook analytics and Google analytics we
will monitor what demographic actually cam and does it match
with our target strategy.
 Satisfaction: Did event up to satisfactory level of audience? Did
they learn about Gatorade? And what they perceive about
Gatorade after event? Was event successful?
 Mindshare: What they learnt from the event? Was event
powerful enough that they would share their experience and
recommend Gatorade to people they know or would they buy
it in future?
 Journey: Keywords, power word searching through comments
of people, what they were looking for and what they actually
found and was it closed to their expectations?
 Sales Leads: Did this event increased width of Sales pipeline?
Will they buy in future?
 ROI: How much and how quick we got our return on
investment? Was event Band for the Buck? Did we reach the
breakeven level of cost we spent?
 Event Body Language: How they felt while participating for the
event? Did they feel like sportsman? Were they resistant/dull

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 Or they were active/ alive and excited?
 Digital Body Language: Social media analysis will let us know:
how much awareness increased and will they use and advocate
using Gatorade products.
 Communications: What people think about brand now? Do
they think Gatorade fulfill their needs and wants? And was
event represented clear message?
 Social Media Buzz: Total Reach, likes, comments, shares,
follows, and where they relevant enough to increase sales?
 Sales Impact: 3 months later we will measure how much this
event impacted on the overall sales of Gatorade Drink.
 Sales Potential: How many people knew about the product
during the event and were considering to buy our product, and
they engage with the event because of the reason of familiarity
with Gatorade and will they be buyers of Gatorade.
 Speed to Action: How quickly after the experience did the
prospect purchase? How much Hyderabad market grew and
how many products sold during the overall event marketing.
 Viral Activity: Human Foosball is never done in Hyderabad and
Pakistan, did it made it viral and created hype in Hyderabad
and other parts of Pakistan? And how social media responded
to the event, were people from different cities wanted to
experience it too?
 Time Spent: How much time did people spend participating
and enjoying HFT?
 Purchase intent: Did HFT made sense to the people and will
this event make them to buy in future or recommend people
they know who relate to it?

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 Net Promoter Score: How likely is it that you would
recommend Gatorade to a friend or colleague?
 Message Retention: Will participants are able to explain other
the purpose and usage of Gatorade to others after this
experiential event and does event communicated message
right? And was message shared right and people share it
forward to other people they know?

b) Purchase velocity
 Awareness: How many people got exposed to our brand?
 Consideration: How many started believing that Gatorade is a
sports drink with Quench Thirst, Rehydrates, Replenish and
Refuels?
 Preference: How many people will start purchasing Gatorade
because it fulfills their needs and wants?
 Commitment: How much sales increased and how long it took
to increase sales after activity?
 Advocacy: Net Promoter Score, How many people will tell and
share with their friends and family about the experience and
what have learned from it and what they perceive about
Gatorade?

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 c) Measuring Path‐to‐Purchase Impact
 Shopper Impressions: How people got attracted to our activity,
How many people engaged with brand, How much time there
were engaged with our brand?
 Sales Attribution: How much and how quick sales increased
after the brand activity?

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10) Appendixes

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23
 Rules of the Game
Human Foosball Rules

The game is just like table top foosball but with real people.

1. Players will face the opposite team’s goal.

2. Players need to get in position and hold onto the pole with both hands
all the time.
3. The game starts from the mid-court starting area.
4. Play continues until a penalty occurs, the ball is out of reach or out of
bounds, or a goal is missed, or is scored. Follow restart procedures to
continue playing.
5. Players must move together from side to side.
6. Players and Goalies can’t use their hands. If they let go of the foosball
pole and touch the ball with their arms or hands, it will be a penalty.
7. Soccer ball must remain below the foosball pole at all times.
8. When a penalty occurs, the ball should be placed at the feet of one of
the forwards of the non-offending team.
9. No kicking or attempting to kick an opponent.
10. No tripping or attempting to trip an opponent
11. Players are not to be touched and should not be active in the play
until they are on their feet.

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Restart Procedures
 When a goal is scored, the game is restarted by rolling the ball from
the starting area.
 When the ball rolls out of bounds, the ball should be returned to the
starting area and rolled towards the non-offending team.
 If the ball cannot be reached in the playing area, the ball should be
rolled from the starting area

Finishing the Game

 The game is over when the time expired.

 The game officials will tally will provide the final score and the point.

Reference
http://www.kickoffdxb.com/human-foosbal.php#prettyPhoto

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