Gatorade sports drinks have consistently the most popular drink of its kind for decades now. There are several competitors that make nearly identical products, however, Gatorade always finds itself at the top of the chart in sales and produce steady sales growth each year. This paper looks at the persuasive tactics Gatorade uses to market their products and why it is so effective. The paper analyzes the demographics Gatorade targets, the company’s strategies for persuading those demographics and discusses the reasons why those strategies are so successful in persuading and have kept Gatorade in a class above all its competitors. Gatorade
What do the athletes Michael Jordan, Sidney Crosby, Derek Jeter, and Serena Williams all have in common? All of these award winning athletes are sponsored and help advertise for Gatorade, the most successful sports drink marketed worldwide (Chavis, 2010). Currently owned by PepsiCo, Gatorade was first invented in 1965 at the University of Florida in Gainesville, FLA. (Chavis, 2010). The purpose of Gatorade was to display this message: “By drinking this non-carbonated drink, you're not only relieving your thirst, but you're also replacing lost hydration from sweating. Gatorade also supplies your body with carbohydrates and electrolytes.” (Emmerson, 2006). Gatorade has always been at the top of the sales market with other competing sports drinks, but in 2010 Gatorade’s United States sales volume grew 10% (“Gatorade Case Study,” 2011). The Basic Communication Model
The Basic Communication Model is a process that analyzes the marketing message that is sent from the company to its consumers. The Basic Communication Model is broken down into five sections: sender, receiver, message, medium, and noise. The sender is simply Gatorade, because they are the company communicating the message to the consumer. The receiver would be athletes nationwide. The target market is generally considered the receiver in the Basic Communication Model. The target market for Gatorade consists of all athletes, but more importantly has begun to focus on teenagers. Gatorade has assembled a handful of employees into a team called “Mission Staff.” The purpose of this “Mission Staff” is to reach out to teenagers through social media websites such as Twitter and Facebook. By doing this, teenagers are allowed to provide direct input and responses to the Gatorade headquarters. (Bauerlein, 2010). The message that is being received by the consumer is that Gatorade is essential for success in all athletic aspects. “With major long-term significance, nearly all the major sports leagues in the United States have named Gatorade the official sports drink. This includes the NFL, MLB, NBA and NHL.” (Chavis, 2010). By all of the United States sports leagues making Gatorade the beverage of choice, this has allowed younger athletes such as on the collegiate, high school, and even elementary school level to follow by example. The medium always presents the message in a clever and entertaining manner. The medium is refers to how the message is sent out. Gatorade has many popular medium choices including athlete sponsorship, television, billboard, and online advertisements. Lastly, noise is defined as interference in the interpretation of the message. A possible example of noise interference would be if a consumer was watching a Gatorade commercial on television and the signal all of a sudden cut out.
One prime example of Gatorades success in communicating to customers through the basic communication model is demonstrated through their athletic sponsors. By using athletic figures, Gatorade has been able to reach out to their target market of teenagers for nearly two decades. Dating all the way back to 1991, Gatorade developed a marketing campaign entitled “Be Like Mike.” The campaign came out with a lot of hesitation about going towards an individual athletic advertising program. But, Gatorade...
References: Jackson, S. (2009, January 30). Scoop Jackson: The Gatorade G campaign commercials - ESPN Page 2. ESPN: The Worldwide Leader In Sports. Retrieved November 29, 2011, from http://sports.espn.go.com/espn/page2/story?page=jackson/090129
Rovell, D. (2006). Be Like Mike . First in thirst: how Gatorade turned the science of sweat into a cultural phenomenon (pp. 100 - 120 ). New York, NY: American Management Association.
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