Marketing Plan on Gatorade

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Marketing Project on Gatorade
March 25, 2013

Introduction
Gatorade is a brand of flavored non-carbonated sports drinks manufactured by the Quaker Oats Company, now a division of PepsiCo. Intended for consumption during physically active occasions, Gatorade drinks are formulated to rehydrate and replenish fluid, carbohydrates and electrolytes. Gatorade started in the summer of 1965 with the realization that the Florida Gators football players could not make it through practice without struggling. Many players reported being dehydrated and playing sluggish during team drills. So the physicians got together and determined what exactly the problem was. The athletics suffered from a back lack of electrolytes and carbohydrates, which was not being replenished with just water. The group of four physicians blended a drink that had perfect balance of carbohydrates and electrolytes. The drink would prove to help the Gator football team perform better on the field, so naturally they called the drink "Gatorade". What happened next was rather remarkable because then players started performing better. They finished with a record of 7-4 that season and the next seasons they finished with a record of 9-2, winning the orange bowl for the first time in school history. Eventually, the drink moved into the professional leagues and the first team to adopt it was the Kansas City Chiefs. The chief has trouble practicing in the stifling heat of Missouri's summer afternoons and they kept it on the sidelines the whole year. It resulted in the chiefs beating the heavily favored Minnesota Vikings in super bowl sixth. Soon it become popular to have Gatorade on the sidelines and it started the sports drink category. By 1965, Gatorade had expanded its research in sports science by building the Gatorade sports science institute. The institute allows them to better understand the human body, its needs during the stress of competition and how to improve their products. Gatorade is the official sports drink of the National Football League Major League Baseball, National Basketball Association, Women's National Basketball Association, USA Basketball, National Hockey League, Association of Volleyball Professionals, US Soccer Federation, Major League Soccer, and many other pro or collegiate organizations, providing supplies of the drinks to the teams in all flavors available. Gatorade extended their market to the U.K., in 2008, and promoted this, in part, by becoming the sports drink provider for Chelsea F.C.

Gatorade is available in a variety of flavors, including the original Lemon-Lime, Grape, Orange, and Fruit punch. In the past decade, several new formulations of Gatorade, including Rain, AM, Fierce and X-Factor, have been introduced with each only being minor tweaks of the original 1965 formula. Gatorade revealed the Gatorade line Energy Bar in 1999. This energy bar was Gatorade's first foray into solid foods and was introduced to compete with PowerBar and Clif Bar. Gatorade Energy Bars contain a large proportion of protein, along with its carbohydrates. The bar is mainly made up of puffed grains and corn syrup, common components of other energy bars.

What type of market approach does Gatorade use?
Gatorade uses a target market approach. A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards. Gatorade’s target market includes athletes of all kinds, males and females from ages 18 to 25 and it is focused on “point of sweat”. Recently, Gatorade has also started to target children as well. Gatorade segments the market by aggregating prospective into groups that have common needs of hydration and replenishment of electrolytes through beverages. Gatorade uses different marketing mixes to help gain competitive advantage through their segment. Gatorade also sells multiple variations of their product to fit every lifestyle of each consumer.

What forces make up...
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