Gatorade's Business Plan: Leveraging the Singapore Triathlon Event

This business plan outlines a strategy for Gatorade to promote its product at the Singapore Triathlon, a major sporting event in Singapore. The plan includes market research identifying athletes and spectators as key target audiences, with a focus on athletes due to their high energy needs. The primary competitor is Squeezy Energy Gel, but Gatorade's advantage lies in its dual function as an energy drink and thirst quencher. The plan details a management structure, service delivery strategies involving strategically placed stalls, and a business model canvas highlighting key aspects. Furthermore, it includes a three-year sales forecast and projected income and expenditure, all aimed at establishing Gatorade's presence and increasing audience reach through systematic growth and profit maximization.

Running head: SPORT EVENT PRODUCT BUSINESS PLAN
SPORT EVENT PRODUCT BUSINESS PLAN
Name of the Student
Name of the University
Author Note

1SPORT EVENT PRODUCT BUSINESS PLAN
Executive Summary
Sport Event tourism is a rapidly growing concept across the world. It has already reached a high
point in its overall global expansion. The business plan focuses on specific product promotion,
marketing and sales with regards to major sports events. The event in focus is the Singapore
Triathlon, which is now one of the major sporting events that are organized in the country. The
triathlon was established in 1984 and was one of the pioneering events of its kind in Asia. Since
then the event has witnessed steady growth. Gatorade is an internationally acclaimed energy
drink and the potential for its success in the context of the event has been evaluated through the
study. The focus of Gatorade concerning the event will be multifaceted. Primarily it would like
to promote itself as an effective sports energy drink. Moreover, the company has also selected
this business plan to incorporate essential sales strategy at the same time. The market research of
the event, participants and other significant aspects have been provided. Moving forward the
structure of the management has been provided. The service delivery aspects have been
evaluated for further understanding. The business model canvas has been provided to identify the
key areas associated with the product in the context of the event. The three years sales forecast
and the projected income and expenditure have been provided for better presentation of the
subject matter. It can be said that the Triathlon is a major sporting event of the country and need
to be significantly covered by Gatorade for better promotion.

2SPORT EVENT PRODUCT BUSINESS PLAN
Table of Contents
Market Research..............................................................................................................................3
Market Background.....................................................................................................................3
Target Audiences.........................................................................................................................4
Competitors..................................................................................................................................5
Future Scope................................................................................................................................6
Management Structure.....................................................................................................................7
Business Location........................................................................................................................7
Staffing........................................................................................................................................8
Production....................................................................................................................................9
Management..............................................................................................................................10
Delivery of Service........................................................................................................................11
Business Model Canvas.................................................................................................................15
Projected income and expenditure.................................................................................................16
Sales Forecast................................................................................................................................17
References......................................................................................................................................18
Appendix........................................................................................................................................19

3SPORT EVENT PRODUCT BUSINESS PLAN
Market Research
Market Background
Sports tourism in Singapore is an already established major sector. Moreover, the
prospects of sports tourism is ever developing in the country. Singapore International Triathlon is
a very long running event in the country. Its history dates back to the time when sports events
were not very widespread in the country. Presently Singapore ranks 2nd as the Ultimate Sports
City (Triathlon Association of Singapore (TAS) | ASTC - Asian Triathlon Confederation, 2018).
This contributes to the increased enthusiasm of participants and spectators alike for this annual
athletic event. The most important factor is the participation of overseas participants. This make
the business potential for a well-known energy drink like Gatorade even greater concerning the
event. The triathlon is organized by the Triathlon Association of the country and Orange Room
Pte Ltd. The triathlon attracts more than 3000 participants from across the globe. Athletes
representing countries like Hong Kong, Malaysia, Australia and New Zealand (Ltd, 2018).
Recently, athletes from many other corners of the globe participate in the event. Local athletes
also largely participate in the event, making it one of the larger sporting events that takes place in
the country.

4SPORT EVENT PRODUCT BUSINESS PLAN
Figure 1: Singapore Triathlon
(Source- Singapore international Triathlon)
Target Audiences
Triathlon as an athletic discipline is tough and there is great need for energy fluids among
the athletes. Triathlon combines three very grueling athletic activities. These are cycling,
swimming and running. This makes this one of the hardest sport disciplines after Decathlon,
Heptathlon or Pentathlon. Hence, given these facts the event can be said to be among the major
factors that can lead to successful business of Gatorade energy drinks. The event is usually held
at the East Coast of Singapore. It is a scenic location and attracts a lot of tourists that also come
to witness the event. This increases the potential of reaching the non-athlete customers of the
energy drink. Hence, the potential customers primarily need to be divided into two groups. The
athletes and the non-athletes. The athletes are the most important target audiences. Apart from
participants from Singapore and other parts of South East Asia participants will also come from
Australia, Ireland, Italy, South Africa, New Zealand and many European countries. Gatorade is
significantly popular as a sports drink across these markets. Hence, these will form the essential

5SPORT EVENT PRODUCT BUSINESS PLAN
target audiences (Mason, Paggiaro & Moretti, 2016). The sports event have other energy drink
sponsors as well, many of whom are local brands. The local athletes can be more attracted
towards these locally manufactured energy drinks.
Figure 2: Participants of Triathlon
(Source- Triathlon Association of Singapore)
Competitors
A significant barrier to the business of Gatorade is the availability of Squeezy Energy
Gel. This is a substitute product that is optimized in accordance with the requirement of athletes
and will be provided to the participants of the triathlon event. Elite athletes often prefer the
squeezy energy gel as this provides better long lasting energy when it comes to their actual
participation. Most importantly a large part of the athletes will be part time or professional
cyclists. The gel is more popular among the cycling athletes community. However, squeezy
energy gel is not available throughout the race course and will only be available at certain points.
Gatorade will be relatively frequently provided to the athletes. The factor that can lead to the
better success of Gatorade is that it is an energy drink cum thirst quencher. The requirement of

6SPORT EVENT PRODUCT BUSINESS PLAN
hydration will be significant due to the exhausting conditions and nature of the sport (Gatorade,
the Sports Fuel Company, 2018).
Figure 3: Squeezy Energy Gel
(Source- Squeezy Sports Nutrition)
Future Scope
Moving forward, the spectators can be attracted to the products as well. Gatorade will go
well with the theme of the event. The spectators at these events are more likely to consume
energy drinks as the local authorities promote healthy consumption habits through the event.
Hence, this can be an important customer base to focus on. However, the major audience will be
the male and female athletes. The male athletes will form the larger market as Gatorade is more
popular among the male athletes. Moreover, the race has a young athlete section. This will also
be an effective marketing opportunity as Gatorade is significantly popular among young and
teenage athletes.

7SPORT EVENT PRODUCT BUSINESS PLAN
Management Structure
The focus will be towards providing Gatorade mainly before and during the event. This
will be because maximum customers could be reached through this process. The techniques
implemented will focus on the better representation, promotion and sales of the energy drink.
Gatorade will try to reach as much of the target audience sections as possible. The very first
important thing will be to establish effective relationship with the organizers of the event.
Business Location
The location becomes an important factor in case of the business activities. Naturally
since the event will be held at the east coast of Singapore the specific locations will be in and
around the same area. Stalls will be set up throughout the strategic areas of the race course. A
large stall will be set up in the area where the athletes would gather before the race. The venue
for the Triathlon event will specifically be the East Coast Park. This is located at the southeastern
area of the Island of Singapore. The adjacent areas will be Tampines, Bedok and Marine Parade.
Since, the event will cover a large area. Stalls will be installed throughout the specific areas.
Gatorade will get into special agreement with the organizers of the event. The stalls within the
race area will provide free supply of Gatorade to the athletes. The stalls outside the course will
be set up to sell the energy drink among the spectators and audiences. There will be special stalls
at the accommodation centers of the event where the drink will be sold to the athletes (Dashper,
Fletcher & Mccullough, 2014). The production of the drink will be done in the nearby factories.
This will make sure that ample supplies are maintained and management of supplies become
much easier. An office will be rented most importantly in the southeastern region of Singapore.
The focus will be only towards managing and producing energy drink production of Gatorade
only for the event.

8SPORT EVENT PRODUCT BUSINESS PLAN

9SPORT EVENT PRODUCT BUSINESS PLAN
Figure 4: Singapore East Coast Park Beach
(Source- East coast park tourism)
Staffing
The staffing requirements will be very important. The promotion and sales director will
be at the head of all the product related activities that will take place concerning the event. This
is because large events require an effective senior coordinator in order to oversee the smooth
functioning of the business essentials. Gatorade will partner with the organizers of the Singapore
International Triathlon. Hence, there is essential requirement for relationship managers and
relationship management teams. There will be requirement for volunteers for the stalls that
would be set up. There is the requirement of a volunteer coordinator and coordinating team. The
role of the volunteers will be to provide the energy drink to the athletes from the various stalls
that would be installed across the race course. There will be designated sales teams that will
engage in the selling of the energy drink to the spectators and the athletes at specific areas.
Specific teams will be deployed towards setting up the event stalls and managing the activities of
Gatorade throughout the event. The staffing will mostly be done from the local areas. This will

10SPORT EVENT PRODUCT BUSINESS PLAN
bring a lot of local knowledge towards the activities that will be performed by Gatorade
throughout the event. A designated public relations team will also be present to enhance public
engagement functions. The management team will have people qualified in business
management and event management studies.
Production
Production of the energy drink will be a major factor. The event will be huge with large
number of participants. Hence, production need to be done very close to the event area. This will
enhance the supply management functions of Gatorade. The closest factory to the event venue
will be used for the production process. This will help in the better supply management of the
energy drink. The drinks will be brought to the event venue on the days of the event. The
proximity of the production factory will cancel out the requirement for warehousing inventory.
The water and minerals that are used for the production of the energy drink will be easily
procured from the various places in the island.

11SPORT EVENT PRODUCT BUSINESS PLAN
Figure 5: Cyclists at Singapore Triathlon
(Source- Singapore International Triathlon)
Management
Management will be an important aspect of the promotional and sales coordination in the
event. Better management can ensure the effectiveness of operations and the successful outcome
of the event in favor of Gatorade energy drink. The effective coordination of the large number of
staffs become much more important. Firstly, the company will be directly competing with the
rival squeezy energy gel. Secondly, the large number of functional areas for the organization in
the event can make it very difficult to coordinate all the activities properly. The systematic
structure of management can help to enhance the productive performance of the product in the
context of the much popular event. It has to be noted that Gatorade will be associated for
consecutive events for at least three years. The structure of management to be followed will be
kept the same if not any major factor becomes a barrier for Gatorade. The campaign will focus

12SPORT EVENT PRODUCT BUSINESS PLAN
towards increasing its audience reach through systematic growth plans and profit maximization
strategies.
Figure 6: Stalls
(Source- eventmanagement.com)
Delivery of Service
Service delivery becomes an important aspect of the entire business plan. This is because
service delivery is the essential factor that will lead to its success. Service delivery refers to the
provision of the right kind of services that have been intended for the target audiences. This is an
important part of the entire management of the business prospects of Gatorade connected with
the event.
The service will be delivered mainly by the volunteers that will be handing out the
Gatorade drinks to the athletes. This will be the primary part of the service delivery since,
Gatorade will be partnering with the organizers for providing the participants with this service of
supplying energy drinks. The volunteers will be hired from the locality. Moving forward the

13SPORT EVENT PRODUCT BUSINESS PLAN
bottles of Gatorade will be sold to the audiences through the outside play area counters. The
dedicated sales teams will be taking care of this function of the company. The sale of the
products will be divided among the audience and the participants (Ko et al., 2017). The products
will essentially be sold at different places to both the participants and the spectators. The teams
that will sell the product among the participants will operate in the audience and spectator stands.
The pricing will be different for the two customer segments. Hence, the audiences will be getting
the energy drinks priced as per the market rates. However, the participants will be provided the
Gatorade drinks at a discounted rate in line with the status of the company as one of the essential
sponsors of the event.
The catch line used by the company is “is it in you?”. Hence, the company is focused
towards bring out the best in athletes. Throughout the service delivery functions the company
will be maintaining its stance on the theme of better athleticism. The visions of the company will
be to promote itself more in the initial year more than actually increasing the sales. However,
significant efforts will be made towards selling the items to newer customers through the event.
The service delivery will be completely focused towards the event. Hence, the packaging of the
product sold at the event will also depict the event. Promotional services will also be focused by
the company. This is because promotion can help Gatorade to consolidate its position with
regards to the event.

14SPORT EVENT PRODUCT BUSINESS PLAN
Figure 7: Stall management at events
(Source- eventmanagement.com)
Each stall will be supplied with significant amount of Gatorade products. The staffs will
engage in the sale of these products. Moreover, during the breaks in the event, special programs
will be held in these stalls to attract the attention of the customers. Some of the stalls will be
located close to the quarters of the athletes. Here, discounted rate products will be provided to
the participants in order to create better engagement with the customers. One of the main focus
of the activities will be customer service. The drinks will be preserved in the best possible ways.
Moreover, the volunteers will be providing the drinks to the athletes when it is required the most.
It becomes important that the quality of service is kept high. This will ensure the better
management of the company with regards to the event. The sales candidates will be given a
minimum salary of 10 Singaporean dollars in order to establish active participation and
engagement. The volunteers will also be given 7 Singaporean Dollars. The salary provided to all
the volunteers and workers will range between 7 SGD and 30 SGD. This will ensure their better
participation in the event. Gatorade along with the other sponsors will co-host a special dinner
for all the participants to ensure better social engagement concerning the event. The ending

15SPORT EVENT PRODUCT BUSINESS PLAN
ceremony will also be sponsored by Gatorade. The service delivery will be managed through
effective coordination between the various groups that will take part in serving the participants
and the audiences on behalf of Gatorade. Much importance will be given towards the effective
promotion of Gatorade among the Singaporean Public. Essentially this will mean the
enhancement of the product acceptance among younger Singaporeans that are drawn towards
sports. In essence the event will be a promotion of the services that are provided by the company.
The service in this context will be the energy drinks that the company provides to the people
participating and viewing the event.

16SPORT EVENT PRODUCT BUSINESS PLAN
Business Model Canvas
Key Partners Key activities Value proposition Customer
relationship
Customer
segments
• The
Triathlon
Association of
Singapore
• Orange
Room Pte Ltd
• Singapore
Sports
Association
• The East
Coast Park
Authorities
• Triathlon
Athletes
• Triathlon
Audiences
• Other
significant
customers
• Local people
of the East
Coast Park
Event
management
teams
The key activities will be
to cater to the
requirements of the
athletes. Moreover,
essential focus will be
provided towards serving
drinks to the audiences.
The company will engage
in the promotion of
itself. The company will
engage in the promotion
of the triathlon event.
The primary value
proposition will be
the success of the
event. Moving
forward the effectve
promotion of the
product will be a
significant value. The
successful
promotion of the
event and the
conslusion of the
event is also
important concering
the added value.
Customers
expect a good
event to be
organized.
Moreover,
customers
would like to
get the same
energy that is
required by the
athletes for
better
engagement.
Athletes,
younger
athletes,
spectators
Key Resources Channels
The key resources for will
be Quality staffing.
Additionally, the
resources used will be
promotional materials.
The advertising essentials
will also be the key
resources. The drinks
provided to participants
are significant resources.
The channels
that would be
used more are
online and
display
channels. The
promotion will
also be done
through the
event
organizers as
part of the
entire package
of the event
Cost structure Revenue structure

17SPORT EVENT PRODUCT BUSINESS PLAN
Fixed cost will be the cost of rent, taxes,
property rent. Variable cost will be the
salary of employees, advertising and
promotion costs. Semi-variable cost will be
for factors such as the internet, phone and
others.
Sale of tickets, sponsorship, investors.
Projected income and expenditure
Income and expenditure
Particulars Year 1(SGD) Year 2(SGD) Year 3(SGD)
Income
Sale of tickets 800000000 880000000 968000000
Capital investments by Triathlon Association of
Sinagpore 400000000 440000000 484000000
Capital investments by Orange Room Pte Ltd 400000000 440000000 484000000
Sponsorships 100000000 110000000 121000000
Loan from banks 400000000 440000000 484000000
Total income 2100000000 2310000000 2541000000
Expenditure
Adevertisement and marketing costs 10000000 11000000 12100000
Cost of sales of tickets 5000000 5500000 6050000
Conference costs 40000000 44000000 48400000
Employee salary 55000000 60500000 66550000
Third party employee salary 10000000 11000000 12100000
Provision of sports equipments 15000000 16500000 18150000
Hiring equipments 20000000 22000000 24200000
Booking of hotels for athletes and officials 400000000 440000000 484000000
Provision of refreshments during event 10000000 11000000 12100000
Water, eletricity etc 250000000 275000000 302500000
Telephone and internet 150000000 165000000 181500000
Misc. expenditure 10000000 11000000 12100000
Total expenditure 975000000 1072500000 1179750000

18SPORT EVENT PRODUCT BUSINESS PLAN
Profit 1125000000 1237500000 1361200000
The projected income for the first year is 1125000000 SGD, For the second year the profits are
1237500000 SGD. The projected income for the third year will be 1361200000 SGD. It has to be
remembered that the expenditures of the organizations are likely to grow as well during these
years. The first year will be focused more towards effective promotion. The company would like
to further consolidate on the headway that they will get in the first year. Moving, forward in the
third year the company will like to increase their profitability further from and become a long
standing partner of the event organizers.
Sales Forecast
Income and expenditure
Particulars Year 1(SGD) Year 2(SGD) Year 3(SGD)
Sales 800000000 880000000 968000000
Less:advertisement and
promotion cost
10000000 11000000 12100000
Less: Cost of sale of
tickets
5000000 5500000 6050000
Projected sales 785000000 863500000 949850000

19SPORT EVENT PRODUCT BUSINESS PLAN
References
Carrillat, F. A., d'Astous, A., Bellavance, F., & Eid, F. (2015). On ‘being there’ A comparison of
the effectiveness of sporting event sponsorship among direct and indirect
audiences. European Journal of Marketing, 49(3/4), 621-642.
Dashper, K., Fletcher, T., & Mccullough, N. (Eds.). (2014). Sports events, society and culture.
Routledge.
Gatorade, the Sports Fuel Company. (2018). Retrieved from https://www.gatorade.com/
Ko, Y. J., Chang, Y., Park, C., & Herbst, F. (2017). Determinants of consumer attitude toward
corporate sponsors: A comparison between a profit and nonprofit sport event
sponsorship. Journal of Consumer Behaviour, 16(2), 176-186.
Ltd, O. (2018). Singapore International Triathlon. Retrieved from http://www.triathlon.sg/
Mason, M. C., Paggiaro, A., & Moretti, A. (2016). Sport Events Travel Behavior: The
Moderating Role Of Training In Triathlon. SGBED wishes to recognize the following
sponsors, 1068.
Triathlon Association of Singapore (TAS) | ASTC - Asian Triathlon Confederation. (2018).
Retrieved from
https://astc.triathlon.org/federations/detail/triathlon_association_of_singapore
Van der Wagen, L., & White, L. (2018). Event management: For tourism, cultural, business and
sporting events. Cengage AU.

20SPORT EVENT PRODUCT BUSINESS PLAN
Key Partners Key activities Value proposition Customer
relationship
Customer
segments
• The Triathlon
Association of
Singapore
• Orange Room
Pte Ltd
• Singapore
Sports
Association
• The East Coast
Park Authorities
• Triathlon
Athletes
• Triathlon
Audiences
• Other
significant
customers
• Local people of
the East Coast
Park
Event
management
teams
The key activities
will be to cater to
the requirements
of the athletes.
Moreover,
essential focus will
be provided
towards serving
drinks to the
audiences. The
company will
engage in the
promotion of itself.
The company will
engage in the
promotion of the
triathlon event.
The primary value
proposition will be the
success of the event.
Moving forward the
effectve promotion of
the product will be a
significant value. The
successful promotion of
the event and the
conslusion of the event
is also important
concering the added
value.
Customers
expect a good
event to be
organized.
Moreover,
customers would
like to get the
same energy that
is required by
the athletes for
better
engagement.
Athletes,
younger
athletes,
spectators
Key Resources Channels
The key resources
for will be Quality
staffing.
Additionally, the
resources used will
be promotional
materials. The
advertising
essentials will also
be the key
resources. The
drinks provided to
participants are
significant
resources.
The channels
that would be
used more are
online and
display channels.
The promotion
will also be done
through the
event organizers
as part of the
entire package of
the event
Cost structure Revenue structure
Fixed cost will be the cost of rent,
taxes, property rent. Variable cost will
be the salary of employees, advertising
and promotion costs. Semi-variable
cost will be for factors such as the
internet, phone and others.
Sale of tickets, sponsorship, investors.
Appendix

21SPORT EVENT PRODUCT BUSINESS PLAN
Income and expenditure
Particulars
Year
1(SGD)
Year
2(SGD)
Year
3(SGD)
Income
Sale of tickets 800000000 880000000 968000000
Capital investments by Triathlon Association
of Sinagpore
400000000 440000000 484000000
Capital investments by Orange Room Pte Ltd 400000000 440000000 484000000
Sponsorships 100000000 110000000 121000000
Loan from banks 400000000 440000000 484000000
Total income
210000000
0
231000000
0
254100000
0
Expenditure
Adevertisement and marketing costs 10000000 11000000 12100000
Cost of sales of tickets 5000000 5500000 6050000
Conference costs 40000000 44000000 48400000
Employee salary 55000000 60500000 66550000

22SPORT EVENT PRODUCT BUSINESS PLAN
Third party employee salary 10000000 11000000 12100000
Provision of sports equipments 15000000 16500000 18150000
Hiring equipments 20000000 22000000 24200000
Booking of hotels for athletes and officials 400000000 440000000 484000000
Provision of refreshments during event 10000000 11000000 12100000
Water, eletricity etc 250000000 275000000 302500000
Telephone and internet 150000000 165000000 181500000
Misc. expenditure 10000000 11000000 12100000
Total expenditure
975000000
107250000
0
117975000
0
Profit
112500000
0
123750000
0
136120000
0
Income and expenditure
Particulars Year 1(SGD) Year 2(SGD) Year 3(SGD)
Sales 800000000 880000000 968000000

23SPORT EVENT PRODUCT BUSINESS PLAN
Less:advertisement and
promotion cost
10000000 11000000 12100000
Less: Cost of sale of tickets 5000000 5500000 6050000
Projected sales 785000000 863500000 949850000