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Gatorade Project

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by

Anthony Salazar

on 7 April 2014

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Transcript of Gatorade Project

Gatorade:
Thirst Quencher
Products
G Series, G Series Fit, G Series Pro
All three series have 3 different sub-products, 01 Prime, 02 Perform, 03 Recover
G Natural
G Natural has a sub-line of G Series natural, and G2 Natural
G2 is a low-cal line of Gatorade products

there have been two distinctive rebranding opperations in Gatorades history
2009: gatorade rebrands their products
in an effort to reposition their brand Gatorade disregarded many of the iconic names for their different product lines
But failed!, there was a 2% decline in the market share. This lead to the 2010 re-branding: G Series
2002 Gatorade Commericial:
"Can Jimmy Play"
Is it in you?
Segmentation
Gatorade has a differentiated marketing strategy. Gatorade focuses in several different segments of the market and has different products for each segment. A differentiated marketing strategy helps to widen brand appeal.
How The Package Evolved
1960's
1970's
1980's
1990's
2000's
Player of The Year
In 1985, Gatorade established an award honoring America’s best student athletes, they award one player in each of the 51 states for the atheltic ability in various sports. They also nominate athlete of the year which is one female and one male from the united states. You can apply by being nominated on the website
Chat Conversation End
http://playeroftheyear.gatorade.com/
Advertising
Gatorade sponsors many different sports and sports teams
Gatorade is the official drink of the NFL, Nascar, MLB, NBA, WNBA, MLS, NHL, and the association of Volleyball Professionals
In 2008, Gatorade expanded oversees by becoming the official sports drink for the Chelsea F.C.
Gatorade also has its own YouTube channel, various commercials online
Gatorade focuses on sponsoring celebrity professional athletes by also sponsoring high school athletes to create a sense that one day you can be like them if you drink Gatorade.
Advertising Slogans
“be like mike”
“is it in you?”
“its the heart, soul, and hussle of the game..that’s G”
The Competition
Gatorade
vs Powerade
1. offers four series of products that make the brand more versatile for atheltic performers varying with needs
1. Powerade only offers
8 standard flavors
2.

products come in many forms such as pouches, plastic bottles, powders, nutrition bars, endurance formulas and smoothies
2. Powerade only offers plastic
bottles and power bars
3.

Gatorade offers zero
and low calorie options
3. Powerade created Powerade Zero,
a zero calorie drink, but does
not have a low calorie product
4. Sales in 2011: $3.6
Billion
4. Sales in 2011: $686 Million
ADVANCED Technology
Advancements in food science lead to drinks with better nutritional value
Gatorade has its own Sports Science Laboratory and Library, ensuring consumers that they will always be drinking sports drinks formulated from current, advanced, and reliable research
Examples include hydration, nutrition, and performance research
The concept of the “G Series”resulted from research
Consumer Comes First
In 2010 Gatorade launched mission control, a social media center where they can track what people are saying about Gatorade on websites like facebook and twitter.Gatorade is setting a standard for digital leadership by allowing users to participate and guide the brand in the direction of what consumers want.
Public Relations
Gatorades PR focuses on interviewing over 10,000 athletes all around the world in order to create the perfect drink.
Target Market
Gatorade's target market is 18-24 year old active males
This demographic spends money on things such as sporting equipment because they are on different sports teams.
This is one of many reasons Gatorade chose this group as their Target Market
Positioning
Gatorade was the first of its kind in the market and had no competition for years, until Powerade came to the forefront in 1988.
Gatorade did not begin as a consumer product, it was developed specifically as a recovery drink for college athletes. Once it was realized there was a huge potential for this "sports drink" market, a position was selected.
only sports drink that "Quenches your thirst"
Repositioning
Gatorade has now expanded to many products with different lines and different purposes. The latest repositioning effort, The G Series, creates a complete sport drink "experience". Gatorade comes out with
new products
every year, which is strong evidence that they are excellent at staying one step ahead and repositioning themsevles by assessing the consumers needs.
How the Company Appeals to Customers
Gatorade uses celebrity endorsements in commercials and advertisements.
They are the main drink of many major sporting events
Many different colors and flavors to choose from
Health conscious drinks like G2 series with lower calories.
G series drinks for before during and after workouts

The Always Be Popular
Has become a strong brand

Gatorade is a B2C and B2B2C product.
Makes up 80% of the sport/energy drink market, followed by its top competitor Powerade, which makes up about 10%.
History
Robert Cade, Dana Shires, Harry James Free inventors
medical researchers, at the University of Florida
Gatorade is the official sports drink of NASCAR, the NFL, the NBA, the NHL, MLB, Women's National Basketball Association

Endorses Michael Jordan, Misty May and Kerri Walsh, Derek Jeter, Eli Manning, Peyton Manning, Kevin Garnet, and LaDainian Tomlinson.
League and Professional
Sponsorships
League and Professional Sponsorships
Events and Camps
Awards and Nonprofit Institutions
Public Relations
Events and Camps
Gatorade sponsors a variety of events nationwide including local marathons and triathlons.
Awards and Nonprofit Institutions
The Gatorade Player of the Year awards are given annually to male and female high-school student-athletes in the United States.
Gatorade is the National Sponsor of the Women’s Sports Foundation
PepsiCo 4th largest brand.
Energy Chews
Product
Price
Use the going-rate for their pricing level, non-price competition, similar price to competitors
Packed products and priced in bulk, 36% off
Usually less than $5/bottle

Advertising - TV commercials: introduce scientific research, individual players endorsement, sponsor sports teams or leagues, professional endorsements
Public relations- – sponsor the most popular sports,cooperate to universities, conferences, and professional organizations

Sales promotions – discount sales (not the U.S.)
Hold The Annual Gatorade Junior Training Camp , a summer camp that combines football instruction and teaching of life skills
Promotion
Place
What is
Business
Marketing Mix


Developed in 1965 in University of Florida
A leading sports drink, PepsiCo’s 4th-largest brand
Replenishing the combination of water, carbohydrates, and electrolytes in sports events
Four series products
- SERIES: classic
- SERIES FIT: recovery smoothies
- SERIES PRO: for professional athletes
- NATURAL: natural flavors and ingredients
Drink during, after sports events
38 Flavors –
– bottle sizes from 12oz, 20 oz, 24 oz, 32 oz, 64oz, – 1 gallon
Bottle design - more durable, convenient to squeeze and drink, features a white line to personalize
Ingredient - water, sugar, table salt, carbohydrates, electrolytes, artificial colors, glucose,fructose, and sugar.

Direct-store-distribution
Indirect distribution - retail stores, Supermarkets, liquor stores, department stores, drugstores
Distributed in over 80 countries. the U.S. and North America, Europe
Product Branding
Keep coming out with new flavors and different types of drinks
favorite athletes drink Gatorade so consumer will continue to do the same
Listen to the consumer
Gatorade is a carbohydrate-electrolyte drink.
Gatorade was developed to prevents dehydration and replace fluids
Gatorade a line of sport drink, first developed in 1965 at the University of Florida
Current manufacture by PepsiCo since 2001 distributed in over 80 different countries.
The Gators football coach, Ray Graves, was frustrated with the performance of his players during summer practices and asked the team doctor for his insight. The doctor referred the matter to Cade and his research team, who formulated a mixture of water, sodium, sugar, potassium, phosphate and lemon juice. The drink is now known as Gatorade in honor of the football team, the Gators.
TODAY
sources


http://1adt.com/wp-content/uploads/2012/05/Creative-Gatorade-Ads-21.jpg

http://www.gatorade.com/#Home


http://en.wikipedia.org/wiki/Gatoraide
The END
Full transcript