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Gatorade - The Iconic Sports Drink

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by

Ann Buda

on 17 August 2013

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Transcript of Gatorade - The Iconic Sports Drink

Gatorade - The Iconic Sports Drink
Introduction
Mission Statement
"To be the world's premier consumer products company focused on convenient foods and beverages. "
Marketing Objective
Market Share: 87% (down from 93%)

Sales: about 5 billion

Hydration Segment
Market Strategy
Prioritized the athletic occasion.
Expanded the sports relevance.
Amplify understanding and findability.
Targeting emerging markets.
Target Market
Athletes
Active youth to young adults, 16-25.
2010:
"G" Series introduced- broadened the reach of the brand
Created in 1965 by researchers from the University of Florida.
Athletes lost large amounts of carbs that were not being replenished.
Fluids and electrolytes lost through sweat were not being replaced.
Creation of the sports drink: Gatorade.
Vision Statement
"PepsiCo's responsibility is to continually improve all aspects of the world in which we operate - environment, social, economic - creating a better tomorrow than today."
SWOT Analysis
Strengths
Made with electrolytes to ease muscle fatigue.
Amount of carbs help you stay focused for 90 min.
30 Flavors
Sweeter taste over water
Weaknesses
Opportunities
Threats
Water is a big competitor, less added sugar, less calories, healthiest alternative.
Sugar content leads to health issues like dental damage, obesity
Competition
Is it in you?
Price competitivness
Consumer trends
Consumer trends
Cost advantage hard to maintain
The 4 P's
Product
Placement
Price
Promotion
Recommendations
Full transcript