A Complete Situation Analysis for Gatorade
A Steven Novak Creation
Table of Contents
The Creation of Gatorade Product Features Current Branding Strategy Demographic Competition SWOT Analysis SWOT Continued Marketing Objectives Marketing Objectives Continued Citations p. 1 p. 2 p. 3 p. 4 p. 5 p. 6 p. 7 p. 8 p. 9 p. 10
Creation of Gatorade
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 team physicians got together and determined what exactly was the problem. The athletes suffered from a lack of electrolytes and carbohydrates, which was not being replenished with just water. The group of four physicians blended a drink that had the 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 the players started performing better. They finished with a record of 7-4 that season and the next season 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 Chiefs had 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 VI. Soon it became popular to have Gatorade on the sidelines and it started the sports drink category. By 1985, 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 helps performance in organs such as the kidneys, stomach, lungs, muscles and most importantly the brain.
By battling dehydration, Gatorade fights off noticeable thirst, muscle cramps, weakness, decreased performance, nausea, fatigue, headaches and loss of focus.
Gatorade’s all-important aspect of hydrating people, has carbohydrates to maintain energy levels during exercise, which water does not.
Gatorade has greatly expanded the sports drink category since its conception in 1965 with drinks such as “Gatorade Rain”, “Gatorade Fierce” and as seen on the left “Gatorade G2.”
Current Branding Strategy
• Sports being Gatorade’s biggest focus, they brand themselves as the best sports drink for an athlete trying to reach their peak performance. • They have done this through source credibility, by gathering a group of athletes like Peyton Manning, Dwyane Wade, Derek Jeter, Kevin Garnett and Michael Jordan. • All of these athletes are memorable and influential to kids and adults, but Jordan has the most impact. • Jordan probably has the most source credibility of anyone in sports, having him on their side has certainly helped.
Michael Jordan, one of the greatest basketball players ever, certainly helped Gatorade sales with campaigns like “Be Like, Mike.”
Dewyane Wade, a Marquette University alumni, has been with Gatorade since 2005
The demographics of the Gatorade target market are active males, aged 18 to 25. They can be students, just starting their career, or well-established, regardless of status the majority of them believe they are athletic. They grew up idolizing many different sports athletes and teams, which still have an influence. They make a very wide variety of incomes because Gatorade is inexpensive. It could be anywhere from $10,000 to $60,000. Education could vary also, most have at least high school level education and some have college experience. Their attitudes can vary a little, but most of...
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