Gatorade- Marketing Strategies

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Gatorade: The G Series

Mustafa Hamade, Mike Militello, Mahmoud Farhat, Salmaan Ahmad, Aqueelah Abdullah, Somaya Elkattan Marketing 352-002 Chris Samfilippo
12/14/2010

Table of Contents
Introduction………………………………………………………………………………..3 Executive Summary……………………………………………………………………….3 History……………………………………………………………………………………..3 Previous Marketing Strategies…………………………………………………………….6
Product Placement………………………………………………………………………...9
Gatorade’s Objective: Reverse Market Share Loss……………………………….……..12 Poor Leadership………………………………………………………………………….12
A Senseless Marketing Strategy………………………………………………………....13 Confusion………………………………………………………………………………...14 Mixed Emotions………………………………………………………………………….14
New Products to Regain Market Share…………………………………………………..15
New Marketing Strategies………………………………………………………………..16
Conclusion……………………………………………………………………………….18
Works Cited20

Introduction
After long and humid days, dehydration caused many football players to become easily rundown. Therefore, four coaches of a football team collaborated together to create a drink that will help their team players replenish their thirst. The drink was created and tested on freshman players and significant results were sustained. The very next day the varsity team started using the drink and it was a success since. Executive Summary

This paper discusses the history and major marketing strategies used by the owners of Gatorade to segment the sports drink market. The types of market coverage strategies Gatorade used during the early stages of the sports drink market life cycle, the types of coverage strategies Gatorade previously and currently used will be discussed. Given will be a brief history of Gatorade from its inception at the University of Florida, how it was marketed in the past, product placement, how they wanted to reverse their market share loss, and the new marketing strategy they have created to recover from a previous faulty marketing strategy. We will be concluding by showing Gatorades recent success/failure in the market. History

It all started back in 1965 at the University of Florida by the medical school; they wanted to formulate a drink that would combat second half fatigue that the Gator football team had been experiencing. The researchers at the medical school came up with a drink that prevented the severe dehydration caused by fluid and mineral loss during the University of Florida football games in the swamp like heat in Gainesville. As a result of drinking Gatorade, the Gators quickly became known as a powerful second half team, by outplaying their opponents during the second half. Two years later, the University of Florida’s football team won the 1967 Orange Bowl. This new formulated drink virtually invented the sports drink industry and allowed Gatorade to launch its new product nationally and eventually globally to dominate the sports drink market for decades. After the scientists at the University of Florida developed Gatorade, the rights to produce and sell throughout the U.S. were acquired by Stokely Van-Camp. Due to the positive publicity of the new sports drink, Stokely initially marketed Gatorade by word of mouth in the sporting world. To increase sales and public knowledge of this new sports drink, Stokely promoted and marketed this not only as a sports drink, but as a health drink product. The four earliest marketing strategies Gatorade was promoting was the fact that it succeeded in replacing electrolytes lost due to colds, flues, diarrhea, and vomiting. Stokely was quick to sign up Gatorade as the official sports drink of the NFL in 1967. Part of his marketing campaign for the new sports drink, was a product placement marketing strategy which branded Gatorade as the official sports drink of the NFL. During the 1967 NFL season, teams soon convinced Stokely to produce a powdered version made from concentrate so that they could mix it themselves in safer, non glass containers on the field. Stoked by...
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