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I need an example of the excel spreadsheets I need to create. I have completed the questions etc.


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I need an example of the excel spreadsheets I need to create. I have completed the questions etc., below is the instructions. It's 30 people being poled with only 8 questions.

"Submit 3 tables that were created in Excel from your data, inclusive of 1 frequency table and 2 cross-tabulation tables. This needs to be relevant information that will directly impact your research problem. Please write 150-250 words underneath each individual table that clearly describes what the table is showing and what the inferences are from this table and information in relation to the research problem (for a total of 450-750 words). Turn at least 1 of your tables into a graph (either a bar or pie chart) to show the data from the table. Place this material (three charts/tables and three written discussions of each) as Appendix 2 in your research report, and submit this part as a compilation with your Parts 1 and 2"
RUNNING HEAD: GATORADE BRAND GROWTH How can Gatorade Continue to grow their brand?

 

Anthony Aragon

 

Liberty University 1 RUNNING HEAD: GATORADE BRAND GROWTH 2 How can Gatorade continue to grow their brand?

 

Introduction

 

Gatorade is an iconic brand with a consumer base that continues to grow faster than LRB

 

(Liquid Refreshment Beverages) category. In this study we will address the reason consumer

 

select Gatorade. Is the selection driven by price, packaging, the TV commercials, how it makes

 

you feel, product innovation or the athletes that promote this product heavily?

 

Research Problem

 

Gatorade was developed on the University of Florida campus by the asset coach to

 

support their athlete?s hydration. This product has evolved over time creating a slogan called the

 

?The Point of Sweet?, this means Gatorade has a desire to be at every event or just a daily

 

workout where consumers use their products. The brand has developed G-series, G-Series Fit, Gseries Pro and G Natural. These series follows a very specific process ?designed to work

 

individually and target athletic need states around three different occasions ? before, during and

 

after a workout or competition.

 

Literature Review

 

Here?s how the products work: ?Gatorade Prime products give athletes the energy they

 

need to be ready and start strong. Gatorade Perform (Gatorade Thirst Quencher or G2) will help

 

athletes rehydrate, refuel and replace what is lost in sweat. Gatorade Recover products provide

 

an effective amount of protein with essential amino acids needed to help support muscle

 

recovery after training and competition? (Gatorade, 1965, all FAQS). Gatorade has dominated

 

the isotonic category representing about 70% of this category while Powerade has a 28.8% share

 

of the isotonic category (Shannon Bailey, 2015, para 2), this only includes the LRB category.

 

This brand has historically focused on males 25-34; this has shifted in the last decade due to

 

creating a more diverse brand across all workout segments which connects with every athlete. RUNNING HEAD: GATORADE BRAND GROWTH 3 Gatorade has developed a more diverse consumer base from pro-athletes (male and female); the

 

person that is looking for a daily workout, the kids playing sports, to the mom workout in the

 

comfort of her home. In 2014, Gatorade ?slipped from 5th position in 2013 and was replaced by

 

Nestle Pure Life, a popular bottled water brand. In 2014, Gatorade?s volumes increased by 3.7%

 

year-over-year to 990 million gallons. Growth in Gatorade volumes has slowed down compared

 

to 2010 when volumes rose 6.2%? (Shannon Bailey, 2015, para 9).

 

Methodology

 

Today more than ever brands like Gatorade must look at innovation as a growth engine to

 

fuel performance as ?Innovation as a percentage of total revenue reached 9% in 2014, and a

 

number of new products introduced in the past three years are on pace to achieve more than $100

 

million each in annual retail sales? (Watrous, 2015, para 3), therefore Gatorade must continue to

 

drive innovation with in the Gatorade product family. The other option is ?Emerging markets

 

also present a huge opportunity for Gatorade, given the rising urban population and higher

 

disposable income levels. The shift in consumer preference for healthier beverage variants will

 

likely drive demand for Gatorade products like Propel. Propel has a strong position in the

 

enhanced-water market? (Shannon Bailey, 2015, para 7), this supports white space opportunities

 

to drive brand awareness. The other opportunity is the pricing architecture as Gatorade is viewed

 

as a premium product verses Powerade. Today, you can find Powerade in Kroger stores for 2 for

 

$1 32oz on ad. This cheap reduced pricing is not an option for Gatorade as they feel this

 

cheeping?s the brand. Gatorade did decide to pulse pricing in and out receiving a 2 for $3 32oz

 

retail, this did support growth within the Gatorade brands. The other decision that supported the

 

growth of the brand was to allow the direct store delivery distribution that the beverage side of

 

PepsiCo family already had in place to expand the brands foot print in 2011. RUNNING HEAD: GATORADE BRAND GROWTH

 

Gatorade the brand must leverage the expanded innovation momentum PepsiCo has in

 

place, continue to make strides in direct store delivery expanding to club and grocery stores

 

while embracing the new health focused consumer to deliver the ultimate experience for current

 

and future consumers.

 

In Romans 12:2 it states ?Do not be conformed to this world, but be transformed by the

 

renewal of your mind, that by testing you may discern what is the will of God, what is good and

 

acceptable and perfect? (ESV), all brands must continue to re-invent themselves without

 

destroying what has made them great. 4 RUNNING HEAD: GATORADE BRAND GROWTH

 

Marketing Research Report

 

Anthony Aragon

 

Liberty University 5 RUNNING HEAD: GATORADE BRAND GROWTH 6 How can Gatorade Continue to grow their brand?

 

When we ask ourselves, how can an iconic brand like Gatorade continue to drive

 

awareness to their brand? This is a tough question because of the success this brand has had for

 

decades. In order to understand this situation more in-depth we will develop a questionnaire that

 

will collect quantitative primary data through leveraging three objectives, ?It must translate the

 

information needed into a set of specific questions the respondents can and will answer. It must

 

motivate respondents to complete the interview and it must minimize response errors? (Malhotra,

 

2015 pg.238), this process will support the success of the survey and determine where there are

 

opportunities in delivering growth to the Gatorade brand. We will leverage 30 strategic questions

 

that allows us to identify how a consumer identifies with Gatorade, likes & dislikes, how the

 

product makes them feel, product selection, accessibility, pricing, product size and taste. We will

 

strategically ask the quantitative questions in a structure manor that will allow us to identify

 

where the strength of the brand resides and expose some opportunities that will lead the team to

 

determine where the growth opportunities resides in this iconic brand. The overall goal is to

 

drive awareness, grow share in the marketplace, and most importantly deliver incremental profit

 

to PepsiCo?s overall P&L.

 

We will ask each applicant to complete a survey through Survey Monkey, they will

 

receive an acknowledgment email for approval prior to receiving the actual survey. The survey

 

will last for seven days and we are looking for approximately thirty college students? response to

 

measure the results. The goal is to retrieve the survey back from all thirty students. The survey

 

will be removed on day eight to ensure we have a specific timeframe for the students to abide by

 

with reminders sent out daily to ensure the surveys are completed on time. The goal is to connect

 

through survey monkey with college students from the ages of 18 to 22. The sample size needs to RUNNING HEAD: GATORADE BRAND GROWTH 7 be fifty percent female and fifty percent male to determine the differences between the two. The

 

survey needs to encompass a wide range of nationality to determine if there is a trend with in a

 

specific ethnic group. The target is to retrieve 30 completed surveys. These sample size group

 

with the appropriate age group, gender, and nationality will give us an opportunity to understand

 

more about the Gatorade brand through the lens of a consumer and what actions we need to take

 

in order to keep the brands relevancy. RUNNING HEAD: GATORADE BRAND GROWTH 8 References

 

Bailey, S. (n.d.). Welcome to Market Realist. Retrieved July 10, 2016, from

 

http://marketrealist.com/2015/05/gatorades-position-sports-beverage-market/

 

Gatorade - Contact Us. (n.d.). Retrieved July 10, 2016, from https://cu.pepsico.com/gatorade

 

Watrous, M. (n.d.). PepsiCo touts revved up R.&D. Retrieved July 10, 2016, from

 

http://www.foodbusinessnews.net/articles/news_home/Business_News/2015/07/PepsiCo

 

touts_revved_up_RD.aspx?ID={CFDDCD10-9587-4EC1-BCAD7B6267966F6E}

 

Welcome to the ESV Bible Online. (n.d.). Retrieved July 10, 2016, from

 

http://www.esvbible.org/

 

Malhotra, N. K. (2008). Essentials of marketing research: An applied orientation. Frenchs Forest,

 

N.S.W.: Pearson Education Australia.

 

Make Better Decisions with the World's #1 Survey Platform. (n.d.). Retrieved July 30, 2016,

 

from https://www.surveymonkey.com/ RUNNING HEAD: GATORADE BRAND GROWTH Appendix 1 Survey 9 RUNNING HEAD: GATORADE BRAND GROWTH 10 RUNNING HEAD: GATORADE BRAND GROWTH 11 RUNNING HEAD: GATORADE BRAND GROWTH 12

 


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