Colts Season begins at

Creator and Project Manger

Mike Wedding

Steps on Customized Sports Marketing Program

1. The Idea

a. How to leverage a specific NFL game with the Gatorade Playbook in an effort to drive sales, share, and Inventory on Display with Marsh.

Event - Manning vs Manning – Colts vs Giants 9/16/10Where - Indianapolis/Marsh IRI marketWhat - Marsh store manager Gatorade contest

2. The process

a. May 2010 – Discussed concept with the Marsh Account Manager. Conference call with sports marketing to secure Gatorade suite, autographed merchandise, and specific POS.

b. June 2010 - Follow up conference call to gauge progress on securing premiums for contest and timing of POS.

c. July 2010 – Finalize POS graphics and secure timing of delivery to the stores.Purchase premiums and send to Sports Marketing for Peyton Manning autograph.

d. August 2010 – Sell in the contest to the Marsh account and coordinate delivery of POS to the stores. Coordinate efforts to have displays built at retail.

3. The Follow up

a. Engage PWS Cat Man to pull weekly IRI data to show effects of the contest.b. Put together presentation to show results and communicate to leadership

Marsh Corporate Contest Details

Contest Time frame - 8/19 – 9/22

Prizes

#1 - Sales: Top Stores with the Greatest % Dollar Increase in Gatorade 32oz Sales vs. LY

A Suite will be Reserved for the 10/10/10 Colts vs Chiefs game at Lucas Oil

10 tickets for 10/10 game (5 winners with 2 tickets each)

#2 - Largest/Most Creative Colts Display

Two Winners *1 winner will receive authentic NFL Football signed by Peyton Manning *1 winner will receive NFL #18 jersey and #18 hat signed by Peyton Manning

Contest PrizesGame specific POS created

Case cards and pole toppers

A coordinated effort between RSL, AM and Sports Marketing produced the following prizes:

*Gatorade suite for the 10/10/10 Colts vs Chiefs game

*signed authentic NFL football

*signed Colts jersey

*signed #18 baseball cap

Gatorade 32oz

8/19 – 8/25 = 10/$10

8/25- 9/1 = 10/$10

9/2 – 9/8 = 10/$10

9/9 – 9/22 MEGA EVENT 58 cents!

Promotional Support

A coordinated effort between RSL, RS, AM and 6 DRT reps insured that POS arrived at every Marsh store. The team also personally delivered the game specific POS and base wrap.

Total POS used:100 – case cards100 – pole toppers100 – standees121 – balloons92 – goal posts70 – floor mats20 rolls of base wrap used

The team also sold and delivered any equipment that the stores wanted to incorporate into the displays.

Equipment sold and delivered:

119 total racks – TMD’S, 5 TIERS, SWEEP RACKS

31 GDC’s to stay on the floor 3 weeks longer than prior year!

POS Elements

Sales Results6 weeks ending 9/26/10

Dollar Sales Unit Sales

%ChYAG %ChYAG

Total Category 51.4% 105.4%

Total Gatorade 77.4% 166.8%

Total 32oz 247.5% 238.7%

Average weekly IOD %ChYAG was 135%!

Marsh #41 Indianapolis Marsh #93 Indianapolis

Marsh #10 Indianapolis Marsh #17 Fishers

Marsh #46

Speedway

Marsh #318 ConnersvilleMarsh #306 Cincinnati

Marsh #101 Pendleton Marsh #83 Indianapolis

Marsh #116 Fishers Marsh #89 Tipton

Marsh #80 Carmel Marsh #71 Hartford City

Marsh #65 Martinsville Marsh #58 Noblesville

Marsh #55 Bloomington

Marsh #54 Bloomington

Marsh #53 Indianapolis

Marsh #47 Lafayette

Marsh #25 Mooresville

Marsh #4 Indianapolis

Marsh #14 Carmel

Marsh #1 Fishers

Marsh #21

Zionsville

Marsh #2 New Palestine

Marsh #20 Brownsburg

Marsh #91 Anderson Marsh #42 Beech Grove

Marsh #44 Greenwood

Marsh #37 Noblesville

Marsh #6 Indianapolis

Marsh #65 Martinsville

Marsh #36 Franklin

Marsh #43 Greenwood

A big “Thank You” to the following people for making this event a great success!

PepsiCo Warehouse Sales

Chris Bethel Tim Wilcoxen

Suzanne Meert Samantha Schwartz

Tami Owens Serena Watts

Chad Staman Victoria Martin-Myers

Molly Towns

Advantage Sales & Marketing

Derrick Ramsey Dado Dzigal

Pam Ulch Denise Crook

Dave Bush Lisa Buchanan

Judy Dugger

Truly a Team Effort!