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Contents:
History of Gatorade
Product Development of Gatorade
Highlights of Gatorade
4 P's of Gatorade
Industry Position and Competitors
Synergy
Group Suggestions
History of Gatorade
created in 1965
Kansas City Chiefs adopt Gatorade
in 1969
1985: Gatorade Sports Science Institute
was founded in Barrington, Illinois
2001: In-Car Drinking System Created
2001: PepsiCo bought Gatorade Company
for $13 billion
Highlights
2001: Purchase of Gatorade Company by PepsiCo
In 2010, Gatorade was available in more than 80 countries
February 2010, Gatorade launches the G Series:
Prime, Perform and Recover
Product Development
1965: First concoction of Gatorade produced
water, sodium, sugar, potassium, phosphate, and lemon juice.
The Gatorade In-car Drinking System: the solution for professional racecar drivers.
2001: The Gatorade Performance Series: an elite line of sports nutrition products.
2005: Endurance Formula Launched
features a higher concentration of sodium and four other electrolytes
2010:
G Series
Gatorade's current most
recognized and marketed
product line
G Series Pro
came out of locker rooms and into stores
G Natural
made with natural ingredients and sweeteners
Industry Position
In 2012, Gatorade topped the 1 billion gallon threshold
Gatorade was among the Top 10 Liquid Refreshment Beverage Trademarks, ranking at number 5
Gatorade is the official sports drink of the NFL, NBA, AVP, PGA, MLB, Major League Soccer, and numerous other elite and professional organizations and teams.
Product
G Series: 01 PRIME
G Series: 02 Perform
G Series: 03 Recover
G Series PRO: 01 Prime
G Series PRO: 02 Perform
G Natural
Price
A case costs $24.99 at most local super markets and grocery stores
G Series 01 Energy Chews cost $2.29 per pack
G Series 03 Recover drink costs $3.15 per bottle
Pro 01 chews cost $2.29 per pack
Pro 02 Recover drink costs $3.49 per bottle
Price
compared to their number one competitor, PowerAde, Gatorade is priced 36% cheaper.
The goal of Gatorade pricing strategy:
affordable, but prevails quality
Place
Promotion
Suggestions
Co-Brand with Susan G. Komen foundation
Contract with the U.S. armed forces
Market G Natural better to women
2001:
Florida gator football player and Robert Cade
G Series:
Prime, Perform, Recover
G Natural
Synergy
Merge with PepsiCo
product development since merge with PepsiCo in 2001
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