America's First Sports Drink: Gatorade

Product Description
In the summer of 1965, a university football coach began to question why his players were suffering from heat related illnesses. They were drinking plenty of water. University researchers soon discovered that players were losing electrolytes and fluids through their sweat, and water couldn’t replace what they were losing. The researchers took their findings into their lab and began to create a drink that would help the Florida Gators feel rehydrated, replenished, and refueled during their most intense athletic events. That’s exactly what the product now guarantees to achieve-rehydration, replenishment, and refueling. They called this new drink ‘Gatorade’. By 1969, Gatorade was named the official drink of the NFL (History
In terms of Product, Gatorade was the first sports drink ever, thus they created the sports drink market. The drink was developed in 1965 in response to problems within the University of Florida’s football team (History of Gatorade, Retrieved December 2, 2006). The players were not performing up to their full ability even if they wanted to. Their bodies just were not able to keep up. Thus, in the lab, Gatorade was created. The original flavoring was added to cover the taste of all the electrolytes and other nutrients that were in the drink (History of Gatorade, Retrieved December 2, 2006). Since then, Gatorade has grown into the leader of the sports drink market with 85% market share (Fuhrman, 23). Now, Gatorade comes in numerous different flavors allowing more selection, and drawing in more customers. There are many different Gatorade product lines such as Gatorade Rain, Fierce, Extreme, Endurance for hard core athletes who need the competitive edge and even a line of flavored water called Propel. The slogan on their website says “For every thirst, there is a flavor” indicating the amount of variety Gatorade now offers, even beyond what is mentioned here (www.gatorade.com). In terms of product they are doing extremely well and there is nothing that needs to change. Gatorade, though, is continually trying to improve their formula to give active bodies the replenishment needed when the
There are not really nay changes or adjustments that need to be made. Their dominant market position indicates that they know what they are doing and are doing it very well (Fuhrman, 22). They are keeping up with current trends through research. They are constantly trying to improve their product as well as coming out with new and different flavors in order to attract new customers as well as making sure that they stay on top of keeping athletes hydrated. Their website is quite functional and makes it easy for you to find what you are looking for. All of the elements of the website tie in well together, and the familiar Gatorade lighting bolt can be seen all over the website. Gatorades use of packaging and branding has helped make them easily recognizable and remembered. Upon hearing their slogan, “It it in you?” most people could tell you that the it is Gatorade. This idea has been reinforced with their commercials where athletes have colored sweat coming out of them, indicating all the different flavors that Gatorade offers. Not only that but their presences at all sporting events and in community events makes sure that their product is constantly in the public eye and reinforcing their brand name. Gatorade is an extremely visible product. most people could probably not tell you more than one other sports drink that is out there on the market today, and even then it is not that likely that they will be able to remember