...Positioning Of Gatorade Pops MKT 421 October 20, 2014 Frederick Beiermeister Overview of the Organization The Gatorade Company, Inc. is a manufacturer of sports-themed beverage and food products, built around its signature line of sports drinks. Gatorade is currently manufactured by PepsiCo and distributed in over 80 countries. The beverage was first developed in 1965 by a team of researchers at University of Florida, to replenish the combination of water, carbohydrates, and electrolytes that the school's student-athletes lost in sweat during rigorous athletic competitions. Originally produced and marketed by Stokely-Van Camp, the Gatorade brand was purchased by the Quaker Oats Company in 1983, which, in turn, was bought by PepsiCo in 2001. As of 2010, Gatorade is PepsiCo’s 4th-largest brand, on the basis of worldwide annual retail sales. It competes with Coca-Cola's Powerade and Vitaminwaterbrands worldwide, and with Lucozade Sport in the United Kingdom. Within the United States, Gatorade accounts for approximately 75 percent market share in the sports drink category. The Gatorade Company, Inc. manufactures and distributes nutritional sports drinks and products for athletes. It offers sports nutrition products, energy bars, and nutrition shakes. Its sports drinks are used as official drinks by various professional and amateur athletes, sports teams, leagues, and events around the world. It offers its products through specialty stores and online. Gatorade Company History...
Words: 2522 - Pages: 11
...Gatorade | Marketing and Channel Distribution: Dr. Sean D. JassoJorge Serafio 861080548 | TA Connie Kuo | Discussion 21June 11, 2013 | Abstract: Gatorade is the single most popular sports drink in the world. This paper will examine Gatorade’s current marketing strategy and discuss the channels of distribution exploring the company’s production, supply chain management, vendor purchasing and sales. It is my goal that after reading this paper you will have an in depth understanding of how the Gatorade company operates and is continually working to expand their market share while maintaining their brand image and building their brand equity. Gatorade, is it in you? | | Table of Contents FINANCIAL COMPANY OVERVIEW 2 FINANCIAL SUMMARY 2 CURRENT MARKETING SITUATION 2 MARKET DESCRIPTION 3 PRODUCT REVIEW 3 COMPETITIVE REVIEW 4 CHANNELS AND LOGISTICS REVIEW 5 SWOT ANALYSIS 6 OBJECTIVES AND ISSUES 9 MARKETING STRATEGY 10 ACTION PROGRAMS 13 BUDGETS 14 WORKS CITED 16 FINANCIAL COMPANY OVERVIEW (End) Year | Revenue | Profit | Profit Margin | Growth Rate | Stock Price | EPS | Dec ‘12 | $65.49B | $6.17B | .94% | -1.52% | $68.43 | $3.92 | Dec ‘11 | $66.5B | $6.44B | .97% | 14.98% | $66.35 | $4.03 | Dec ‘10 | $57.84B | $6.32B | 1.09% | 33.79% | $65.33 | $3.91 | Dec ‘09 | $43.23B | $5.95B | 1.38% | -.04% | $60.80 | $3.77 | Dec ‘08 | $43.25B | $5.14B | 1.18% | - | $54.77 | $3.21 | FINANCIAL SUMMARY Over the course of the last five...
Words: 4047 - Pages: 17
...her for the constant guidance, feedback and mentoring throughout the course of this project. We thank her for her time in helping us achieve our objective of completing this project to the best of our abilities. EXECUTIVE SUMMARY Gatorade is a brand of sports food and beverage product built around the line of sports drinks. It is manufactured by Pepsico and is distributed in 80 countries worldwide. The beverage was first developed in 1965 by researchers at the University of Florida, to replenish the combination of water, carbohydrates, and electrolytes that the school's student-athletes lost during rigorous athletic competitions. Its name was derived from the collective nickname of the university's athletic teams, "the Gators". Gatorade has been an admired brand of beverage in the United States and the main thing that has worked for the brand is the advertising strategy, which involves popular sports stars and clubs associated with the brand. We intend to present the positioning of Gatorade, to understand the various strengths, weaknesses, opportunities and threats of the brand in the Indian context and to study a few hypotheses surrounding Brand Gatorade with the Indian consumer in mind. INTRODUCTION PURPOSE & OBJECTIVES Gatorade has been a 45-year-old brand and has been a leading sports drink ever since its inception in 1965. It was formulated to aid hydration in athletes and as replenishment for body fluids lost during physical exertion that is caused by sports...
Words: 1692 - Pages: 7
... 3 Background ............................................................................................................................. 3 Problem Identification ............................................................................................................ 3 Financial and Marketing Objectives ....................................................................................... 3 Part II: Market Analysis .................................................................................................................. 5 Market Situation and Macroenvironment ............................................................................... 5 Product Situation..................................................................................................................... 6 Competitive Situation ............................................................................................................. 6 Distribution Situation .............................................................................................................. 6 SWOT Analysis ...................................................................................................................... 7 Part III: Primary Marketing Research ............................................................................................. 9 Research Objectives ................................................................................................................ 9 Methodology...
Words: 6077 - Pages: 25
...* Show macro and micro environmental factors which influence marketing decisions.......9 * * Propose segmentation criteria to be used for products in different markets....................10 * Choose a targeting strategy for a selected product for Gatorade in Vietnam..................11 * Demonstrate how buyer behaviour affects marketing activities in different buying situations...........................................................................................................................11 * * Propose new positioning for a selected Gatorade in Vietnam product...................12,13,14 * * Conclusion………………………………………………………………………………14 * * References ………………………………………………………………………………15 Introduction PepsiCo is known as a beverage company of USA. PepsiCo was formed very early and has demonstrated its success in the market of many countries around the world. PepsiCo currently has branches in many countries market. In Vietnam market, PepsiCo had just penetration in recent years but it has tended to thrive. PepsiCo's products include all kinds of soft drink such as Pepsi Cola, 7-up, Mirinda, else... Besides, Gatorade’s line of sport drinks. Gatorade is currently manufactured by PepsiCo. It was first invented in 1965 by researchers at the University of Florida. Nowadays, this brand isn’t so common in Vietnam but it was soon dominated the beverage market sports world long ago. Especially, it was also accounting...
Words: 3841 - Pages: 16
...Stephan Orgiazzi 1 PepsiCo - The Company Pepsi (formerly known as Pepsi-Cola) is a cola carbonated soft drink that is produced and manufactured by PepsiCo. Created and developed in 1893 by Caleb Bradham, it was named Pepsi-Cola because of the digestive enzyme pepsin and kola nuts used in the recipe. Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy. As the cola developed in popularity, he created the Pepsi-Cola Company in 1902 and registered a patent for his recipe in 1903. During over a century, the company product line expanded with the creation of alternative cola recipes such as Diet Pepsi and the purchase of popular soda companies like Mountain Dew. In 1965, the Pepsi-Cola Company merged with snack company Frito-Lay, Inc. to become PepsiCo, Inc. Interesting fact: PepsiCo was the first company to stamp expiration dates, starting in March 1994. (1), (2) Vision of the company The mission of the PepsiCo focuses on products and performance primarily, with a few values thrown in for good measure. The mission statement of the PepsiCo Company is: "Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity." (3) ...
Words: 1853 - Pages: 8
...I. Case Title: PepsiCo 2005 Case Analysis Our Mission “Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.’ Our Vision "PepsiCo's responsibility is to continually improve all aspects of the world in which we operate – environment, social, economic – creating a better tomorrow than today." “Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.” Performance with Purpose “At PepsiCo, we're committed to achieving business and financial success while leaving a positive imprint on society – delivering what we call Performance with Purpose. “ “Our approach to superior financial performance is straightforward – drive shareholder value. By addressing social and environmental issues, we also deliver on our purpose agenda, which consists of human, environmental, and talent sustainability.” PepsiCo: Products * Pepsi-Cola * Pepsi, Mountain Dew, Mug Root Beer, Sierra Mist, Slice, Aquafina, SOBE, Lipton… * Gatorade * Gatorade Thirst Quencher, Propel Fitness Water, Tiger Woods...
Words: 2619 - Pages: 11
...Frito-Lay, Starbucks, Quaker and Gatorade. With their competitive strategies, PepsiCo has proven success and it has proven to be an industry leader. At PepsiCo, the mission is to “be the world’s premier consumer Products Company focused on convenient foods and beverages. They seek to produce financial rewards to investors and provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity” (Pepsico, 2012). PepsiCo strives for excellence by “Performing with Purpose” and it has placed presence internationally within its four branches. These are: PepsiCo is global company with four major businesses: PepsiCo Americas Beverages, PepsiCo Americas Food, PepsiCo Europe, and PepsiCo Asia, Middle East, Africa. Its products include Pepsi beverages (Sierra Mist, Pepsi, Mountain Dew), Frito-Lay foods (Doritos, Tostitos, Sun Chips, Walkers and Twistos) Tropicana and Dole family of juices ( Orange, Pineapple and Fruit punch), Quaker foods (Oatmeal, Near East Rice Pilaf and Captain Crunch) and Gatorade (Various flavored sports drinks) (Pepsico, 2012). Marketing plays a key role in the success of PepsiCo’s product offerings. Marketing identifies what a consumer values. It is the responsibility of marketing to ensure that what the organization is offering is not only valued by the consumer, but also valued over its competitors (Perreault, Cannon, & McCarthy...
Words: 1158 - Pages: 5
...company is wholesale, comprising 68% of its net revenues (Annual Report 4). While this composes the majority of the company’s net revenue, Under Armour is venturing into the direct to consumer channel through their factory house stores. Here is where the consumer can experience the brand that is Under Armour. Under Armour’s plan to further expand the business is to venture out into more international markets. Currently, Under Armour has a strong foothold in North America, but with the innovation of MapMyFitness, the company plans to expand into the global market place. Although Under Amour has experienced growth this past year, the company is still faced with tough competition from leading companies like Nike and Adidas. Unlike it’s competitors, Under Armour possess the ability to gross highest profit...
Words: 6388 - Pages: 26
...PEPSICO CORPORATION STOCK ANALYSIS Presented by: St. John’s University Undergraduate Student Managed Investment Fund April 29, 2003 Recommendation: Purchase 400 shares of PepsiCo stock at market order Industry: Food and Beverage Kristopher Cartagena – kcart26@yahoo.com Dion Demetropoulos – Ddeme829@aol.com Tenisha Martin – tenishax@hotmail.com Share Data: Price - $42.65 Date – April 25, 2003 Target Price - $50.65 52 Week Price Range - $53.23 - $34.00 Market Capitalization – 74.5 billion Shares Outstanding – 1.72 billion Revenue 2002 – $25.112 billion Stock Chart: Fundamentals: P/E 2002 – 22x P/E 2003 – 19x Earnings Per Share Estimate: EPS 2003E = $2.28 EPS 2003 Consensus = $2.20 EPS 2004E = $2.45 EPS 2004 Consensus = $2.44 MEMORANDUM TO: Student Managed Investment Fund St. John’s University FROM: Kristopher Cartagena Dion Demetropoulos Tenisha Martin DATE: April 29, 2003 SUBJECT: ANALYSIS OF PEPSICO STOCK AS AN UNDERVALUED SECURITY This is the research report that was requested on January 23, 2003 about PepsiCo stock and whether it should be incorporated in to the Student Managed Investment Fund. The analysis was done primarily through secondary research. The analysis revealed that PepsiCo’s stock is currently undervalued at $42.65, as of April 25, 2003. We used a relative valuation model, and determined PepsiCo’s target price to be $50.65. In addition, we used a multi-stage dividend discount model, and determined...
Words: 11215 - Pages: 45
...HND Business 4-Marketing Principles By: Contents Introduction 3 Task 1.1 4 Task 1.2 4 Task 2.1 5 Task 2.2 6 Task 2.4 7 Conclusion 8 References 9 Introduction This discusses the details of marketing principles and this assignment has considered Coca cola, a company which is in the soft drinks industry as the base. This includes evaluation of benefits and costs of a company being market oriented and the deviation from its core activities. Further this discusses the micro and macro factors that affect Coca cola and how the marketing decisions should be taken considering these factors. The segmentation aspect which is adopted in Coca cola is discussed here. And effective strategies adopted in a company lead the company to achieve competitive advantage is been highlighted in this assignment. Further Targeting strategies, buyer behaviours that impact Coca cola is been discussed along with proposition for new positioning of the beverages of Coca cola. The distribution also plays a major part in a company’s marketing activities. And the strategies used by Coca cola are discussed here with the setting of prices with the aim of achieving objectives and the promotional activities adopted are discussed here. Additional elements of marketing mix, and the different strategies that should be adopted when selling to businesses rather than customers and the strategies that are used in international marketing are discussed in this assignment. About Coca Cola The company Coca...
Words: 2828 - Pages: 12
...MKT301 - Principles of Marketing Module 1 – Case Summer 2011 Buying Behavior & Market Analysis HIGH INVOLVEMENT: EXERCISE EQUIPMENT (Weider) LOW INVOLVEMENT: CARBONATED SOFT DRINKS Trident University International Keith Broomfield Dr. Jonathan Freeman HIGH INVOLVEMENT- High involvement purchases are those which are important to consumers such as complex, expensive, risky or ego-intensive products & require extensive information processing. For this reason I chose Weider workout equipment. I’ve been building my own gym now for about 2 years and I would like to think I had a pretty good selection of workout equipment. I chose Weider because every time I step into a gym the majority of weight and weight equipment I see is Weider. Apparently they make a pretty good product. Academy and Pre-owned Fitness equipment are the 2 places I go to purchase the free weights and dumbbells that I have. To me it is a very big decision making process, I say that because I try to get dumbbells every 2 sizes up from where I am lifting to that point. Currently...
Words: 1952 - Pages: 8
...Financial Analysis Feather Wright XACC 280 Financial Accounting Concepts and Principles Salena Ford September 9, 2011 PepsiCo, Inc. and The Cola-Cola Company are two the of the world’s largest beverage distributors. Both organizations are known worldwide and can be found in almost any store. Even though the organizations are very similar in what they do; they are very different when it comes financial analysis and branding. As you will see in this paper the financial comparison of the two are quiet different. We will look at the vertical analyses and horizontal analyses for each organization for the years of 2004 and 2005. A Horizontal analysis evaluates a series of financial statement data over a period of time. A Vertical analysis evaluates financial statement data by expressing each item as a percentage. I will also go over ways each company could improve their current financial growth through the media and diversity. I will also show you why I think one is a better investment based on the results from the analysis that I have conducted. By the end of this paper you will have a better understanding of each organizations consolidated financial statement and the organizations as a whole. First we will start by comparing the horizontal analysis of assets for both PepsiCo and The Coca-Cola Company. We will use the consolidated balance sheet for each company, and will use the years of 2004 and 2005. The horizontal formula is current year amount...
Words: 1893 - Pages: 8
...Case Analysis of the Alternative Beverage Marketplace Companies around the world are fighting for position in their industries. The completive world of alternative beverages is no different. The companies involved in this epic battle for market share all are challenged with the three questions outlined by Arthur A. Thompson “What’s the company’s present situation? What should the company’s future direction be and what performance targets should we set?” (Thompson, 2012) The development of a strategy for the companies involve in the alternative beverage arena is a daunting one. There are pressing internal and external environmental factors that present significant challenges in the gaining and maintaining of market share with in the industry. The obstacles faced by these organizations include global economic slow downs, dynamic distribution channels, negative press and fickle customer tastes. These companies, however, must remain focused and vigilant to attract customers to their brands. The case study presented by John E. Gamble, Competition in Energy drinks, Sport Drinks, and Vitamin-Enhanced Beverages, outlines the boons and challenges faced by the four leading distributers of alternative beverages around the world. The industry leaders (PepsiCo, Coca-Cola, Red Bull and Hansen Natural Company) in the alternative beverage market are what is know as a strategic group. “A strategic group is a cluster of industry rivals that employ similar competitive...
Words: 2393 - Pages: 10
...Joson, Gerard Gio R. EMG166-T Case analysis no. 11 – Pepsico’s Diversification Strategy In 2008 December 5, 2011 Overview Pepsico is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo is a world leader in convenient foods and beverages, with revenues of about $25 billion and over 142,000 employees. The company consists of the snack business of Frito-Lay North America and the beverage and food businesses of PepsiCo Beverages and Foods, which includes PepsiCo Beverages North America (Pepsi-Cola North America and Gatorade/Tropicana North America) and Quaker Foods North America. PepsiCo International includes the snack businesses of Frito-Lay International and beverage businesses of PepsiCo Beverages International. PepsiCo brands are available in nearly 200 countries and territories. Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001. PepsiCo’s success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people. Our mission is to be the world's premier consumer products company focused on convenient...
Words: 3312 - Pages: 14
