Sports Drink and Gatorade

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Gatorade|
Nothing works Better!!|
Gatorade is a brand of sports-themed Nutritional Drink and Supplement products, built around its signature electro-lite: a line of sports drinks. Gatorade is currently manufactured by PepsiCo, distributed in over 80 countries. The beverage was first developed in 1965 by researchers at the University of Florida, to replenish the combination of water, carbohydrates, and electrolytes that the school's student-athletes lost (in sweat) during rigorous athletic competitions. Its name was derived from the collective nickname of the university's athletic teams, "the Gators". | |

NOTHING WORKS BETTER!!!
NOTHING WORKS BETTER!!!

Contents
Thirst Quest of ‘651
Birth of ‘Gatorade’1
‘Gatorade’ comes on Field1
Beverage Buzz and Biz1
Orange to Super by ‘691
Science, Sports and Success1
‘Gatorade’ Today1
From Field to Track1
1
Drink up the Challenge!1
What Next!1
Drink the thrust of thirst1
Some facts which will help us understand the key success and the reason for ‘Gatorade ‘existence and market player consistent.1
Market:1
What are the other possible factors that gets the drink flowing?1
Appearance:1
Appeal:1
Attributes:1
Advertisements1
Positioning Target and Market:1
Gatorade’s Speaks:1
1
PTM- Primary Target Market1
‘Gatorade’- A 4P Analysis1
Product:1
Variants:1
Sizes:1
Price:1
‘Gatorade’ is priced 36% cheaper than PowerAde.1
i.‘Gatorade’12 fl oz = US$ 1.071
ii.‘Gatorade’20 fl oz = US$ 1.381
iii.‘Gatorade’24 fl oz = US$ 2.491
iv.‘Gatorade’32 fl oz = US$ 3.991
Place:1
‘Gatorade’ is distributed nationwide using Pepsi Co. distribution network1
Supermarkets,1
Local stores,1
Convenience outlets,1
Drugstores,1
Market stalls1
Nationwide Pick-up by customers1
Cash and credit transaction1
It benefits from the distribution leverage of Pepsi Co.1
Has an excellent branding, excellent product distributed nationwide.1
Promotion:1
A look back1
Objective of ‘Gatorade’: Accelerate in the sports drink market.1
Size of the total market: $4 billion1
Growth of the market: 12% from 20061
Seasonality: Peaks in the summer1
Product Life Cycle:1
Growth:1
(Although Gatorade was created in 1965) we believe sports drinks are in the growth stage because there’s a growth in market of 12% since 2006 also the number of entrants into the market suggests that this is a growing industry on its way up rather than down.1

Brand1
Market Share1
Dollars (in ‘000s)1
Gatorade1
82%1
3,280,000$1
PowerAde1
17%1
680,000$1
Others1
1%1
40,000$1
Target profile1
Buying decision process1
When:1
Where:1
Key Influencers:1
Trends1
Environmental Issues1
Regulatory – packaging, labeling, etc.1
Economic1
Socio-cultural1
Technological1
SWOT analysis:1
Strengths1
Weaknesses1
Opportunities1
Threats1

Thirst Quest of ‘65

In the summers ’65, Florida University’s physics Lab was swarmed with hushes and gushes over a question on players, heat and performance on field. Coach and physicians were equally puzzled as much concerned over the matter over growing heat stroke illness and degrading performances of peak players in acute heat. While the talks went on for weeks, Dr. Robert Cade, Dr. Dana Shrines, Dr. James Free and Dr. Alejandro de Quesada grilled down the talk to two factors that had affected the performance and provoked the heat illness in Gator Players. * The fluid and Electrolytes that the players lost through sweat were not getting regenerated. * The amount of Carbohydrates that the players used for energy on field was negligently being replenished. Birth of ‘Gatorade’

Having zeroed on the problems, the research team of Florida University scientifically fabricated a balanced liquid with precise balance of carbohydrate and electrolytes. The ultimate sport...
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