Powerade
POWERade History :
History Owned by: Coca-cola™ is the world’s largest beverage company, refreshing consumers with more than 2,800 products 13 billion dollar brands including POWERade™ POWERade was launched as a fountain beverage in early 1990 before gaining national distribution as a ready-to-drink thirst quencher in 1992. POWERade hydrates and energizes in 8 different flavors. Now contains Vitamin B and ZERO calorie formulas Since it’s introduction, POWERade has helped drive innovation in the category of sports drink.
POWERadeHigh Performance Bottle :
POWERadeHigh Performance Bottle This 20 oz. bottle differentiates POWERade from the competition, and is expected to further strengthen the image of a brand that has driven category growth since it was introduced. The functionality reflects it’s bold attitude and POWERade’s commitment to put consumers first. It is easy to grip, easy to open, and easy to use on the go, which consumers told us were important features they want from a sports drink. “POWERade is all about defying conventions” - Michael La Kier (POWERade Senior Brand Manager)
Competition :
Competition Market Share Gatorade 58.3% POWERade 19.5% Gatorade Frost 11.4% Capri Sun Sport 5.5% All Sport 2.4% Other 2.8%
Target Market :
Target Market Demographics Adults Males 18-24 Race – Black and Hispanic Income $20,000 - $39,000 Some High School
Target Market - Psychographics :
Target Market - Psychographics VALS (Values and Lifestyles) Defines consumer segments on the basis of those personality traits that affect purchasing behavior in the marketplace. EXPERIENCERS Are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social
History Owned by: Coca-cola™ is the world’s largest beverage company, refreshing consumers with more than 2,800 products 13 billion dollar brands including POWERade™ POWERade was launched as a fountain beverage in early 1990 before gaining national distribution as a ready-to-drink thirst quencher in 1992. POWERade hydrates and energizes in 8 different flavors. Now contains Vitamin B and ZERO calorie formulas Since it’s introduction, POWERade has helped drive innovation in the category of sports drink.
POWERadeHigh Performance Bottle :
POWERadeHigh Performance Bottle This 20 oz. bottle differentiates POWERade from the competition, and is expected to further strengthen the image of a brand that has driven category growth since it was introduced. The functionality reflects it’s bold attitude and POWERade’s commitment to put consumers first. It is easy to grip, easy to open, and easy to use on the go, which consumers told us were important features they want from a sports drink. “POWERade is all about defying conventions” - Michael La Kier (POWERade Senior Brand Manager)
Competition :
Competition Market Share Gatorade 58.3% POWERade 19.5% Gatorade Frost 11.4% Capri Sun Sport 5.5% All Sport 2.4% Other 2.8%
Target Market :
Target Market Demographics Adults Males 18-24 Race – Black and Hispanic Income $20,000 - $39,000 Some High School
Target Market - Psychographics :
Target Market - Psychographics VALS (Values and Lifestyles) Defines consumer segments on the basis of those personality traits that affect purchasing behavior in the marketplace. EXPERIENCERS Are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social