...Abstract Gatorade is an international sports energy drink brand owned by PepsiCo that was founded in Florida. The company has researched new innovative ways to promote hydration and nutrition among athletes across the globe. Gatorade was founded by Dr. Robert Cade and Dr. Dana Shires in 1965 and has been a leader in the sports energy drink industry with a significant amount of market share. Currently, Gatorade is the official sports drink of the NFL, NBA, PGA, and many other athletic organizations. As the first mover in the sports energy drink market, Gatorade has set itself apart from rivals like PowerAde and Vitamin Water by creating value for customers by establishing business relationships, conducting scientific research, and product innovation. The Gatorade Company is part of QTG (Quaker, Tropicana, Gatorade) and has been a subdivision of PepsiCo since 1998. When Quaker Oats acquired the company in 1983, it was the largest energy drink company in the world with market share of 97% (Rovell, 2006). The company’s product line focuses on rehydration, recovery, energy, and sports performance. Gatorade is considered an innovative product as it was the first mover in the sports energy drink market. Prior to Gatorade entering this market, water was the only other source for hydration among athletes. This paper will analyze how Gatorade aims to achieve the five elements of strategy by focusing on product, place, and promotion. Gatorade was founded by Dr. Robert Cade and Dr...
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...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...
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...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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...Justin Blubaugh English 150 Mary Carroll-Hackett 9/29/2011 How Gatorade Tricks You When a Gatorade commercial comes on, the commercial is not only advertising Gatorade products, but it is also taking advantage of our other interests in a way to sell their product, Gatorade commercials, especially ones targeting young athletes, show the companies’ extraordinary success in marketing. The commercials are an excellent example of the company’s successful use of upbeat catchy music, professional athletes and artists in their commercials, and the kind of programming strategies Gatorade uses. Gatorade commercials are known for the upbeat, catchy, youthful music they incorporate within the commercials to grab the attention of the young and athletic audience. Gatorade has used many different songs in their commercials. These are the songs that I found Gatorade uses in their commercials, and they are piano solos with Lil’ Wayne’s narrations about What is “G” (Vranica), Lock It Up (Lock It Up - Gatorade Commercial 2009 (That's G)”), and Gatorade Evolution (Lippert). Also Gatorade has used Carmina Burana(“Kevin Garnett - New Gatorade Commercial”) as the background music for countless commercials. These songs are perfect for attracting young athletes because all of the songs are catchy and they are the type of music that young athletes listen to. Lil’ Wayne is a very famous artist that focuses his music to attract high school and college aged people. Lock It Up and Camina Burana...
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...Grade Received - "A" PART 1: Research Background Research the selected brand using both its Web site and articles in the library’s full-text databases, and address the following: What does the brand mean in today’s market? How has it evolved over time? What is the target market(s) for the brand? Has that changed from the past? How is the competition positioned? This section of the assignment requires the use of articles from the library’s full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or reference books. PART 2: Application Marketing is not all serious research involving scholarly, statistical, and practitioner resources; it is also about trends, buzz, and pop culture of the day. Actors, models, musicians, athletes, and reality stars of the moment are hounded by the press. Their lives unfold in the media, and many are seen wearing, carrying, eating, or driving a particular brand. For this section, you may research the following in any media outlet: What celebrities endorse your brand? Why are they a good fit? To what target market do they connect? What other famous characters could be connected to your brand? Explain why. What about the competition? What kind of endorsers do they use? Branding Introduction The brand-name of products has become an important factor over time. It can be the deciding factor on whether or not an individual will purchase their product or services based off of the brand-name...
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...Introduction The sport drink market has been traditionally dominated by PepsiCo’s sport drink brand called Gatorade. Gatorade was developed at the University of Florida to increase the performance of their athletes while participating in activities in extreme heats. The creation of Gatorade has led to a multi-billion dollar sport drink market. Gatorade currently control of 77% of the sport drink market; however, that percentage is down from previous years as the sport drink industry has increased levels of competition other companies have entered the market with their own brand of sports drink. The target markets for Gatorade are athletes, teenagers, and consumers with an active lifestyle. Our project will evaluate Gatorade’s marketing...
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...There’s nothing better than a funny sports commercial to get the attention of the consumer. Even if the fan is not into Hockey, it still appeals to the humor in every market that the Boston Bruins are trying to reach. The promotional video for a sports product that I have chosen is Gatorade sports drink. Gatorade was invented in 1965 by four researchers called Dr. Robert Cade, Dr. Dana Shires, Dr. H. James Free, and Dr. Alejandro de Quesada who discovered that a balance of carbohydrate’s and electrolytes in a drink would replace what the athletes were losing. It was brought to the intentions to the Doctors by an assistant coach of the Florida gators, who noticed the players being affect by the climate conditions. Gatorade is still striving...
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...Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. PepsiCo (NYSE: PEP), the world's second largest food and beverage business, today announced that it plans to invest US$250 million in Vietnam over the next three years. "I am pleased to announce that over the next three years we expect to invest $250 million in our food and beverage businesses in Vietnam," said Mr. Saad Abdul-Latif, chief executive officer of PepsiCo Asia, Middle East and Africa, to a gathering of employees, business partners and community leaders in Ho Chi Minh City. "Vietnam represents one of PepsiCo's most exciting growth opportunities, and this investment is a reflection of our confidence in this dynamic country and the talented people who live and work here." PepsiCo offers product choices to meet a broad variety of needs and preference -- from fun-for-you items to product choices that contribute to healthier lifestyles. Gatorade is the Official Sports Drink...
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...Creative and Touch Point Brief: GATORADE Client: _________________ Product/ Service: ____________ Agency Group: __________ Date: _____________ 1. Brief Background that leads to the key issue (market size, market growth, share position, share movement, brand health) Gatorade is an energy drink that was developed in 1965 at university of Florida for students- athletics. It was manufactured by Pepsi co and was especially known for the line of sport drinks and hydrated. Gatorade is distributed around the world but we will look over the market in United States. During the 1965 to 2008, Gatorade positioned itself as the Gatorade thirst quencher, which was then rebranded in 2010 to be Gatorade G series. Gatorade sale is US $2.6 billion with the market share of 49 percent. Total sport drink market size is $5.3 billion. So currently, Gatorade has higher share than its competitors, which are Powerade and Red bull | 2. Why do we want new IMC* campaign? What is the key issue to be solved? Gatorade wants the new IMC right now because Gatorade wants to maintain its market share as well as increasing the revenue. Due to the price of Gatorade, people might wonder if it’s worth paying for and is it really effective and generate benefit to consumers. Even though IMC campaign can communicate their message to the consumers, but if the company want to dominate niche market of an active lifestyle, Gatorade need to come up with the new IMC campaign to capture that...
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...believe that “water is not enough”. In 1985 Gatorade Sports Science Institute were able to convince the public that thirst is an unreliable indicator of dehydration to help and try to promote their products. And the experts who made this information were most likely supported or sponsored by the sports drinks companies. But they have also proven themselves correct by supporting with evidence about hyponatremia. Hyponatremia is a drop in a person’s serum sodium levels and has had a bad effect on marathon runners causing death and life threatening illnesses, and for a fact the excess consumption of water can be a cause to hyponatremia. Using this evidence an experiment was conducted to compare if sports drinks also caused hyponatremia in athletes and concluded that it does not making it a better alternative than water for these marathon runners. We also have to distinguish between professional athletes and other people. It has been claimed by the European Food Safety Authority that sports drinks hydrate better than water and can help maintain performance in endurance workouts and exercises like marathons, but this does not apply to the people that only exercise for a few times a week. So people are not going to study or conduct an experiment about this topic on a person that does not exercise a lot daily because you wouldn’t be able to obtain accurate data about if the sports drinks affected the person or not. Companies like Gatorade have been able...
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...CASE STUDY – THE THIRST QUENCHER Gatorade is a dominant product in the sports drink market, however Gatorade is only one brand in the stables of the PepsiCo Company. Therefore, before talking about Gatorade it is appropriate to talk about the company that owns the brand. This Company is currently PepsiCo, whom bought out Quaker Oats in late 2000 and in the process acquired the Gatorade brand. Corporate Context PepsiCo’s mission: “To be the world’s premier consumer products’ company focused on convenient foods and beverage. (They) seek to produce healthy financial rewards to investors as (they) provide opportunities for growth and enrichment to (their) employees, (their) business partners and the communities in which (they) operate. And in everything (they) do, [they] strive for honesty, fairness, and integrity” (http://www.pepsico.com). PepsiCo Incorporated wants to put their mission “into action through programs and focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company” (http://www.pepsico.com). PepsiCo Inc. competes within two key businesses: food and beverage. When it comes to being a food and beverage corporation, PepsiCo is the world’s third largest. However, they are the second largest in the carbonated soft drink industry. PepsiCo is definitely a market-oriented corporation. The definition of a company in the market-orientation stage is when it is able to...
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...Analysis In order to understand clearly the motivating factors of this decision, it would be useful to describe the nature and position of the two companies on the global market arena prior to the merger. Quaker Oats was formed in 1901 in Raven, Ohio by joining several oat-milling companies. Before the merger, 92% of Quaker Oats' U.S. brands held number one and number two positions in their respective categories. However, throughout its life, Quaker frequently tried itself in non-food industry, which all weakened the company's greatness and left little worse off. The primary reason was that Quaker could not handle the scale of big corporation. The biggest strategic decision that followed by a huge success was acquiring the rights to sell Gatorade, as it captured 84% of the sport drink market. In 1994, Quaker bought rights to sell Snapple, but the result was much worse than expected. Quaker bought Snapple for $1.7 billion and sold it in 1997 for $300 million, making a net loss of $1.4...
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...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...
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...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 foods and beverages. We seek to produce healthy 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...
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...bill paxton Rhetorical Analysis Is It In You? In 1965, on a hot summer day at the University of Florida, researchers developed a new sports drink to help replenish player’s bodily fluids that they sweat out during athletic competitions. The new drink was named Gatorade, giving reference to the schools’ mascot, the Florida Gators. The drink contained water, electrolytes and a carbohydrate that helps boost players bodily fluids back to normal. Gatorade is now the most popular sports drink on the market and can be found for sale at almost any convenience store. One way Gatorade became so popular is their advertisements. Gatorade works to persuade their customers in their ads by making the consumer believe in themselves, by showing how drinking Gatorade is the best decision and by using professional athletes to promote their products. The specific Gatorade ad I am breaking down makes the consumer want to drink Gatorade before, during and after sports events and shows how Gatorade gives you everything you need in a sport drink. Gatorade has been replenishing and refueling athletes for some time now. In 2010 Gatorade introduced their new G Series line of Gatorade, which has three different segments of Gatorade: The Prime 01, the Perform 02 and the Recover 03. I will be discussing the G Series in specific. The ad shows athletes from different sports, drinking the segments of the G Series at the appropriate times. Underneath each of the athletes are bold words that stare you...
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