Preview

Marcom Tactics for Gatorade G2

Best Essays
Open Document
Open Document
2279 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Marcom Tactics for Gatorade G2
INTRODUCTION
The US sports drinks market is highly competitive. It accounts for the highest worldwide sports drink consumption. A sports drink is a deviation of an energy drink which aims at rehydration, sports performance and muscle recovery. The major players in this US market are Gatorade by PepsiCo & PowerAde by Coca-Cola.
Gatorade
Gatorade is accepted as the market leader of US sports drink market with nearly 75% market share as at 2008 (Sports Business Daily, 23 July 2009). The study analyses the marketing mix of Gatorade in US market with special concentration on its Marketing Communications. It was introduced in 1965 as a thirst quencher by four medical researchers at University of Florida. The name for the drink came from ‘The Gators’, the first team who used the drink to achieve success. It was acquired by Quaker Oats Company and became a part of PepsiCo in 1998.

GATORADE G2
Gatorade Company launched Gatorade G2 in 2007 as a low-calorie electrolyte beverage. The product is considered as a healthy choice beverage by athletes and became the highest grossing food product in USA in 2008 with sales of $159.1 million (Advertising Age, 25 March 2009). The target market for G2 can be defined as; * They are active and athletic (Professional or Non-professional) * They aim fast rehydration on and off the field * They are health conscious, concerned about the sugar content of the product.
It can be identified that G2 is aiming for a rapidly developing market as US consumers are increasingly becoming health conscious and is becoming serious about physical training & fitness.

MARKETING MIX
PRODUCT
Gatorade G2 is a low calorie electrolyte beverage which is packed with vitamins. The product entered a rapid growth stage in 2008. In response to the entrance of PowerAde Zero, the vitamin-packed, healthy beverage in to the sports drinks market in late 2008, some augmentations were introduced to G2 in 2009, which includes; * New



Bibliography: 1. Arndt M. (2010), At Bat with Gatorade 's Product Placement Slugger, Bloomberg BusinessWeek, [Online] (Updated 12 September 2008), Available at: http://www.businessweek.com/magazine/content/08_41/b4103000296372.htm?chan=t, [Accessed 10 April 2010] 2 3. Doole, I. and Lowe, R. (2008), CIM Coursebook: Strategic Marketing Decisions. Oxford, BH: Elsevier. 4. Fill, C. and Hughes, G. (2008), CIM Coursebook: Marketing Communications. Oxford, BH: Elsevier. 5. Gatorade.com (2010), Gatorade Player of the Year: 25th Anniversary, [Online] (Updated 15 April 2010), Available at: http://playeroftheyear.gatorade.com/, [Accessed 9 April 2010] 6 7. NFL.com (2009), Gatorade, NFL launch "Beat the Heat" campaign, [Online] (Updated 18 August 2009), Available at: http://www.nfl.com/news/story?id=09000d5d80085c76&template=with-video&confirm=true, [Accessed 9 April 2010] 8 9. Saleem M. (2010), By the Numbers: Facebook vs The United States, Mashable.com, [Online] (Updated 6 April 2010), Available at: http://mashable.com/2010/04/05/facebook-us-infographic/, [Accessed 9 April 2010] 10 11. Street and Smith (2009), Gatorade Sales Slumping Despite Flashy New Marketing Campaign, Sports Business Daily, [Online] (Updated 23 July 2009), Available at: http://www.sportsbusinessdaily.com/article/131971, [Accessed on 9 April 2010] 12 13. York E.B. and Zmuda N. (2009), Top New Products of 2008: Gatorade G2 and Dunkin ' Coffee, Advertising Age, [Online] (Updated 25 March 2009), Available at: http://adage.com/article?article_id=135523, [Accessed 9 April 2010]

You May Also Find These Documents Helpful

  • Powerful Essays

    What do the athletes Michael Jordan, Sidney Crosby, Derek Jeter, and Serena Williams all have in common? All of these award winning athletes are sponsored and help advertise for Gatorade, the most successful sports drink marketed worldwide (Chavis, 2010). Currently owned by PepsiCo, Gatorade was first invented in 1965 at the University of Florida in Gainesville, FLA. (Chavis, 2010). The purpose of Gatorade was to display this message: “By drinking this non-carbonated drink, you're not only relieving your thirst, but you're also replacing lost hydration from sweating. Gatorade also supplies your body with carbohydrates and electrolytes.” (Emmerson, 2006). Gatorade has always been at the top of the sales market with other competing sports drinks, but in 2010 Gatorade’s United States sales volume grew 10% (“Gatorade Case Study,” 2011).…

    • 2185 Words
    • 9 Pages
    Powerful Essays
  • Powerful Essays

    Powerade

    • 848 Words
    • 4 Pages

    POWERadeHigh Performance Bottle This 20 oz. bottle differentiates POWERade from the competition, and is expected to further strengthen the image of a brand that has driven category growth since it was introduced. The functionality reflects it’s bold attitude and POWERade’s commitment to put consumers first. It is easy to grip, easy to open, and easy to use on the go, which consumers told us were important features they want from a sports drink. “POWERade is all about defying conventions” - Michael La Kier (POWERade Senior Brand Manager)…

    • 848 Words
    • 4 Pages
    Powerful Essays
  • Good Essays

    Ergogenic Aids

    • 507 Words
    • 2 Pages

    Experience: Growing up, my parents would buy me Gatorade to drink during and after my sports games. Gatorade was also consumed by my friends and seen heavily in sports advertisements.…

    • 507 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Gatorade and Powerade two similar sports drinks on the surface, but what lurks in the shadows is what separates these two drinks. On the surface Gatorade and Powerade look the same and may not taste that much different to some people. However their ingredients is what separates them from one another. One is a lot better than the other, and it’s Gatorade. Gatorade is a much better sports drink than Powerade because it has more sodium, the sugar they use has less health risks associated with it, and they have more flavor and product to choose from.…

    • 934 Words
    • 4 Pages
    Good Essays
  • Better Essays

    MGT330 Final Paper

    • 2291 Words
    • 10 Pages

    The new age brings a challenge to Coca-Cola to find a way to reinvent and rebrand itself. With Mary Minnick as the new head of marketing, Coca-Cola is creating a new and fresh image through marketing and product development efforts. In this paper, I will describe and evaluate Coca-Cola’s marketing and innovation strategy transformation designed to position the company on the cutting edge of consumer trends, and developing healthy beverages, examine the underlying logic of Minnick’s emphasis on understanding why people consume beverages, discuss the underlying local of the non-carb drinks strategy, and compare and contrast the performance of Coca-Cola and Pepsi.…

    • 2291 Words
    • 10 Pages
    Better Essays
  • Best Essays

    The future outlook for the sports drink industry involves many new companies entering the market and offering different types of non traditional sports drinks. Gatorade has been leading the market for years but has yet to really come out with a new product. They have pushed different marketing campaigns and tried to repackage their product a bit, but the formula and product remain fundamentally the same. This is where new companies are able to gain ground against the bigger and more established market leaders. One new trend in the industry is to target a specific segment of…

    • 1658 Words
    • 7 Pages
    Best Essays
  • Powerful Essays

    We have noticed an increasing number of businesses catering to the recent rise of a new target market: the health-conscious consumer. At Nike, our goal has always been to give consumers what they want now, as well as to anticipate their future tastes, and to thus tailor our strategy to accommodate those tastes. We have recognized an unfilled market potential in the non-carbonated energizing sports drink arena, thus developing an entirely new product category.…

    • 2894 Words
    • 12 Pages
    Powerful Essays
  • Powerful Essays

    Gatorade Market Research

    • 3853 Words
    • 16 Pages

    Howell, Debbie. Gatorade vs. the beverage giants—going head-to-head in sport drinks. 4 Feburary 2000. 2 June 2010 <http://findarticles.com/p/articles/mi_m3092/is_3_39/ai_59426672/>.…

    • 3853 Words
    • 16 Pages
    Powerful Essays
  • Good Essays

    Gatorade Ad Analysis

    • 842 Words
    • 4 Pages

    On October 2nd, Gatorade turned 50 years old. In 1965, Dr. Robert Cade and his team at the University of Florida, invented a drink that helps with renewing the fluids and the electrolytes lost in the sweat by the University's Football team, the Gators, and they call it Gatorade. When the Gators won the Orange Bowl in 1967, the success of Gatorade start raising. They started to add some flavors to help with the taste, and Lemon-lime was the first flavor to add in 1965, later in the same year, Orange was added, then, 30 years later, followed by Fruit Punch. In 1988, the new Flavor, Citrus Cooler, became a big hit because it was Mike Jordan’s favorite flavor. As 2015, Gatorade has almost 35 different flavors, including the Low-Calories, Gatorade Sports Fuel Drink, protein shake, Gatorade recovery, and now they have a Gatorade energy chew. This ad is a print ad, and this type of ads are used via convenience and grocery stores by placing them on the windows as well as on the cooler’s door. This ad was created by the Gatorade company, in addition that, Gatorade is the great way to hydrate, because it is recommended by most athletes, and it is their main drink at the…

    • 842 Words
    • 4 Pages
    Good Essays
  • Good Essays

    This pitch would most likely be fallen for by the adolescent generation. This ad is mostly intended toward the audience of the male adolescent public who are around the age of 13 to 18 years of ages and partake in sports. This audience has specific needs of being nutritionally healthy and being a standout at school. This is intended which Gatorade uses a player practicing lead to the big moment where he shoots the game winning shot all with the help of Gatorade. In addition, some desires of the intended public audience are to be the best at what they do which in this instance is playing basketball which can lead to a normal teen to become a world-wide superstar. During this time in an adolescent’s life, the teen may be desiring a time to go…

    • 168 Words
    • 1 Page
    Good Essays
  • Good Essays

    This method allows spectators to become one with the scene, which is giving them a sense of being in the games environment. You can see the hard work formed on Michael’s face, he looks exhausted, yet anticipated to get back into the game. Gatorade ads mostly pertain to sports lovers; no matter what sport you are into you need to rehydrate your body. This ad appeals to the naked eye, but it leaves you with one question in mind. Although there’s a Gatorade symbol on the cup, can we honestly say what the all-star is drinking? For instance, as far as we know, it could be a cup of water in his hand. Designers often feed off of viewer’s negligence, and this particular picture may very well be one of those cases. Viewers can only assume that Michael Jordan is drinking Gatorade, but they will never…

    • 703 Words
    • 3 Pages
    Good Essays
  • Good Essays

    The Coke Side of Life

    • 3498 Words
    • 14 Pages

    Cited: Kahn, J. (2010). Coca-cola case study. Unpublished manuscript, College of Communication, Boston University, Boston, Massachusetts. Retrieved from http://www.slideshare.net/MShahab/coca-cola-case-study-nsac-boston-university…

    • 3498 Words
    • 14 Pages
    Good Essays
  • Powerful Essays

    Paulo Nazario, Onur Saka and Juliette Clark International Business Policies and Strategies, Winter Quarter 2011 11/29/11 CASE 11: PepsiCo’s Diversification Strategy in 2008 Page 1 1. BACKGROUND INFORMATION Time Country(s) Involved Key Individuals & frame MileStones Titles 1965- Headquarters in Indra Krishnamurthy 2008 Purchase, New York, Nooyi, Chairman of USA. Operations the Board and CEO (2006-).…

    • 4553 Words
    • 40 Pages
    Powerful Essays
  • Best Essays

    Marketing for Coca Cola

    • 3055 Words
    • 13 Pages

    Before Neville Isdell was brought out of retirement in 2004, Coca Cola’s main product focus was single mindedly devoted to the traditional cola, producing ‘syrupy concentrate for bottlers, under license, to transform into the world’s favourite drink.’(Jobber, 2010) But in the face of changing consumer’s attitudes towards soft drinks and the pushing of healthier choices by the state governments, (Fresh! Healthy Vending, 2010) Coca Cola was slowly losing out to PepsiCo, which diversified their product line to include diet and non sugar options (NSW Government, 6 May 2010). PepsiCo also initiated the acquisition of Tropicana for $3.3Billion in 1998 (CNN Money, 1998), setting itself up as the largest producer of branded juices for the health conscious in the USA. Subsequent acquisitions of Quaker Oats, Gatorade, Lay’s and Aquafina positioned itself as the world’s 4th largest Food & Beverage (F&B) company with sales of US$22000Million; as compared to Coca Cola, which was ranked 13th, with sales of US$8191Million, solely from sales of Beverages.( Top 100 Food & Beverage Company 2010, 2010)…

    • 3055 Words
    • 13 Pages
    Best Essays
  • Better Essays

    Case Analysis, Quaker Oats

    • 1311 Words
    • 6 Pages

    Quaker Oats acquired the Gatorade brand in 1983 but the sports drink actually was developed in 1965 for the University of Florida Gators. At the time of the acquisition Gatorade sales were about $100 million. But the most notoriously known sports drink would grow in sales to over $1.1 billion worldwide by 1994. Gatorade wasn’t the only division produced by Quaker Oats. The company also had divisions in breakfast foods, pet foods, golden grains, convenience foods as well as international sales in Canada, Europe and Latin America. However, Gatorade was still the largest producing division for the Quaker company. Despite holding 77 percent of the $1.2 billion in U.S. sports beverage category management still pushed to increase market share in foreign countries. The company’s profit margins took a hit with the expense of underwriting Gatorade’s entry into new country markets. Quaker looking for new ventures to strengthen their position in producing/marketing beverage substitutions for soft drinks found acquiring the Snapple brand to be their answer.…

    • 1311 Words
    • 6 Pages
    Better Essays

Related Topics