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Gatorade Marketing

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MARKETING PROJECT – SECTION I

SUBMITTED BY:
Anish Ghosh
C.R. Mahesh
Malavika Vilas Datar
Nishant Kumar Thukral
Puneet Sehgal
Shelly Taneja
(GROUP 5)

ACKNOWLEDGMENT

We would like to extend our heartfelt gratitude to Prof. Chinmaya Kulshreshtha, our Project Guide and professor for giving us an opportunity to conduct this project. We would also take this opportunity to thank 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.

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