Gatorade Marketing Plan

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Gatorade was developed in 1965 at The University of Florida

Gatorade was first invented in one flavor-lemon lime . Today therei is over 35 flavors and the list is growing every day.

On the field, Gatorade is used by just about every athlete that competes in a sport .

Competitor: Energy drinks, water companies, propel fitness water

Objectives: Why do we get thirsty, what is the difference between water and a sports drink, what are type fluid guidelines for athletes, what drink should athletes avoid

Gatorade ‘s PTM are youth leading an “active” lifestyle. Who wanted to enhance performance, can choose Powerade, Pocari Sweat and other sports drinks.

Gap is all other brands focused on providing fuel, fluid and nutrients before, during and abd after activity

The market size is US $ 5.3 billion in sales. Gatorade niche is US $ 140 Billion.

Gatorade’s primary target market (PTM) are the youth leading an “active “ lifestyle.

Demographics (pre-adults (13-24), M/F, social class ABC, singl

Lifestyle (athletic , into sports, active individuals)

Behaviour ( thirst quenching, prevent dehydration)

Primary target market ‘s NEW

The youth needs to be secured (health), avoid dehydration, thirst quenching.

The youth choose Gatorade over other sports drinks because : Flavor, available in all convenient stores, brand ( endorsed by Michael Jordan and Dwayne Wade), taste

The youth expects this when they drink Gatorade: thirst quenching, rehydrated, more active, energized, thus they remain youthful and athletic.

Influencing Buyer Behaviour

Maslow’s theory

Level 1: Physiological needs

Level 2: Safety needs (security, protection) ________ I won’t get dehydrated

Level 3: Social needs (sense of belonging, love) ________ I would be like Mechael Jordan/ Dwayne Wade

Level 4: Esteem needs (self esteem, recognition, status)

Level 5: Self actualization needs ( self –development and realization) -________ I am active , I am a...
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