Advertising and Marketing Research Essay
Assignment 3: Advertising and Marketing Research and Essay
Sharon L. Price
Topic: PowerAde
PowerAde was presented to the public in 1988 as a fountain beverage by researchers at the Coca-Cola Company. However, it wasn’t until 1992 when it was suggested that the product be released as a ready to drink thirst quencher or better known as a sport drink. This idea was the spark that ignited a competitive sports drink market. Before PowerAde 's launch in 1992, the sports drink market was solely monopolized by Gatorade. Nevertheless, PowerAde extricated itself from Gatorade by adding vitamins B3, B6, and B12, which were said to enhance the metabolism of carbohydrate energy. At this time, PowerAde took 36% of the market share in the Fitness Water category behind Gatorade’s fitness water Propel. Since its introduction in the 1990’s, PowerAde has brusquely catalyzed into the sports drinks industry with the assistance of its parent company Coca-Cola which eventually lead to PowerAde being the official sports drink of the Olympic Games.
The sports drink that the world knows as PowerAde was spawn and became internationally recognized due to its Olympic Games title. It quickly emerged into commercial sports drink industry and became a drink desired by many in particular adolescents. Its claim to combine carbohydrates with fluids for energy and hydration were the main attraction for adolescents. The marketing strategies of PowerAde thrived on the idea that it quenched the thirst and restocked minerals and carbohydrates exhausted by athletes especially those that engaged in intense activities like Olympians. In 2008, PowerAde hit the marketplace even harder by introducing PowerAde ZERO. PowerAde had an exclusive weapon against its main competitor Gatorade. While adolescents might seek to be ambitious and drink what athletes drink, the beverage marketer knew that parents would buy the new beverage due to its zero calorie count. This was ingenious in an age of sky
Sharon L. Price
Topic: PowerAde
PowerAde was presented to the public in 1988 as a fountain beverage by researchers at the Coca-Cola Company. However, it wasn’t until 1992 when it was suggested that the product be released as a ready to drink thirst quencher or better known as a sport drink. This idea was the spark that ignited a competitive sports drink market. Before PowerAde 's launch in 1992, the sports drink market was solely monopolized by Gatorade. Nevertheless, PowerAde extricated itself from Gatorade by adding vitamins B3, B6, and B12, which were said to enhance the metabolism of carbohydrate energy. At this time, PowerAde took 36% of the market share in the Fitness Water category behind Gatorade’s fitness water Propel. Since its introduction in the 1990’s, PowerAde has brusquely catalyzed into the sports drinks industry with the assistance of its parent company Coca-Cola which eventually lead to PowerAde being the official sports drink of the Olympic Games.
The sports drink that the world knows as PowerAde was spawn and became internationally recognized due to its Olympic Games title. It quickly emerged into commercial sports drink industry and became a drink desired by many in particular adolescents. Its claim to combine carbohydrates with fluids for energy and hydration were the main attraction for adolescents. The marketing strategies of PowerAde thrived on the idea that it quenched the thirst and restocked minerals and carbohydrates exhausted by athletes especially those that engaged in intense activities like Olympians. In 2008, PowerAde hit the marketplace even harder by introducing PowerAde ZERO. PowerAde had an exclusive weapon against its main competitor Gatorade. While adolescents might seek to be ambitious and drink what athletes drink, the beverage marketer knew that parents would buy the new beverage due to its zero calorie count. This was ingenious in an age of sky