Gatorade Market Research

Topics: Gatorade, Marketing, Energy drink, Sports drink, PepsiCo / Pages: 16 (3853 words) / Published: Nov 18th, 2010
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Introduction In 1986 the New York Giants had one of the most successful NFL seasons in league history. It all came down to the final game of the season on the world’s biggest stage when they faced off against the Denver Broncos. The Giants and their head coach, Bill Parcells, went on to seal a victory but it’s not the win that was marked by the NFL as the 27th greatest moment in Super Bowl history. Instead it was after the game was over and the celebration started. The New York Giants players grabbed the Gatorade cooler from their sidelines and poured it on their Hall of Fame coach as a celebration and appreciation for all the hard work and preparation he put in. This soon would catch on to become one of the biggest traditions in American sports and labeled as the “Gatorade Shower.” The shower would go on to become the most embraced celebration in all of sports. For Gatorade marketing, this was a dream come true because it is easily one of the most memorable unpaid advertisements in history. Also it was a historic product placement moment for the company. The hundreds of thousands of victory showers ever since then have helped the consumer associate champions with Gatorade products. Gatorade in 1965 became the first drink of its kind. Now the sports drink market is absolutely huge, reaching upwards around 300 billion dollars sales per year worldwide. Gatorade in 2008 had an amazing 82% control of the sports drink market share. It accomplished such great dominance through its one of a kind marketing tactics in the sports drink market that has yet to be matched. Gatorade was the first sports drink to sponsor a league in 1967 and today has sponsorships with the NBA, WNBA, MLB, NHL, MLS, NFL, etc. It has reached a point now that on every sideline in almost every sport the famous Gatorade products (Gatorade orange cooler and green logo cups) can be seen being used by the players. The



Cited: Bluth, Jennifer Marie. Relevant Artifacts. 17 April 2010. 1 June 2010 <http://ibe.ucmo.edu/Fall%202007/bluth/Relevant%20Artifacts.htm>. Howell, Debbie. Gatorade vs. the beverage giants—going head-to-head in sport drinks. 4 Feburary 2000. 2 June 2010 <http://findarticles.com/p/articles/mi_m3092/is_3_39/ai_59426672/>. Talk, Shop. New Gatorade is not for couch potatoes. 24 March 2010. 1 June 2010 <http://blogs.reuters.com/shop-talk/2010/03/24/new-gatorade-is-not-for-couch-potatoes/>.

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