...Article Critiques Assignment Three Killer, S.C., Svendson, I.S., and Gleeson, M. (2015). The influence of hydration status during prolonged endurance exercise on salivary antimicrobial proteins. European Journal of Applied Physiology, 115, 1887-1895. The secretion of mucus is the initial biological defense system against bacteria and other pathogens in the mouth and respiratory system (Gleeson and Pyne, 2000 as cited in Killer, Svendson, and Gleeson, 2015). Salivary secretory IgA (SIgA) in a deficit has been shown to be associated with high frequency of illness (Kiler, Svendson, and Gleeson, 2015). Despite this association, research has recently taken a turn towards analyzing antimicrobial proteins (AMPs) and has continued to gain momentum. There are two very prevalent AMPs in the mucus, salivary lysozyme (SLys) and salivary lactoferrin (SLac), both of which have an important presence in protecting the immune system. This is an important note regarding athletes, as training involves longer and more intense bouts of exercise...
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...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. Dana Shires, two medical professors at the University of Florida. In the 1960s, dehydration became a serious problem. That is, at least twenty-five athletes across...
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...performance. As this focus on performance has increased, the area of recovery has received relatively limited focus. Recovery is a multi-faceted paradigm focusing on recovery from training—session to session, day to day and week to week. Recovery is also vitally important during training as well as in competition between matches and between days during multi-day tournaments. As more information is needed in the area of tennis specific recovery, the Sport Science Committee of the United States Tennis Association (USTA) sponsored an extensive evidence-based review of the available literature related to eight distinct areas of tennis-specific recovery. These eight areas are: • • • • • • • • Nutritional Aspects of Tennis Recovery Heat and Hydration Aspects of Tennis Recovery Psychological Aspects of Tennis Recovery Recovery Aspects of Young Tennis Players Physiological Aspects of Tennis Recovery Musculoskeletal Injuries/ Orthopedics...
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...replenish the electrolytes and hydration levels of athletes who drink it. This is shown in Gatorade’s “Never Lose the Love” commercial, where children are inspired by their parents that drink Gatorade and work hard. Gatorade is attempting to reach people who play or enjoy watching sports. The viewer believes that if they also drink Gatorade, they will become a better athlete and the younger generation will be inspired by them. Gatorade prides themselves on being able to restore many more electrolytes than the average cup of water would. Having electrolytes is very important for athletes to perform at their best each and every game they play. The way they...
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...and caffeine contribute to dehydration and the injurious symptoms that result. Water also serves as a medium for electrolytes such as sodium, potassium, and chloride which maintain water levels and facilitate the proper functioning of the nervous system. Finally, there are many things that people can do to prevent dehydration, but water requirements vary according to many factors. Water is essential to the maintenance of health Water is a necessary component of human life, and the symptoms of its deficiency are one of the quickest to manifest of all nutrients. Water composes around 60% of an average adult’s weight, and this percentage is even higher among children. Whereas the human body is composed of numerous compounds none are more prevalent than water. While the presence of water varies among the different tissues in the body, it is nonetheless found in every bodily tissue. For example, though bone is composed of 25% water, muscle is composed of at least 75% water. Water is found both within and without cells, referred to as intracellular fluid and extracellular fluid respectively. As water is an essential ingredient in all bodily functions it is essential for the maintenance of health. Functions of water in the body Water has many important...
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...DIETARY HABITS AND NUTRITIONAL KNOWLEDGE OF COLLEGE ATHLETES IN TECHNICAL UNIVERSIRY OF KENYA NAIROBI 3 INTRODUCTION: 3 1.2: STATEMENT OF THE PROBLEM. 4 1.3: PURPOSE OF THE STUDY 5 1.4: OBJECTIVES 5 1.5: HYPOTHESIS 6 1.6: SIGNIFICANCE OF THE STUDY 6 7: JUSTIFICATION OF THE STUDY 6 CHAPTER TWO 7 LITERATURE REVIEW 7 2.0: INTRODUCTION 7 2.1: BASIC NUTRITION 7 2.1.1: Importance of nutrition 7 2.1.2:Pre-game meal 8 2.1.3:Post-game meal 9 2.2: ATHLETE KNOWLEDGE OF NUTRITION AND BEHAVIOUR 9 2.3: RElATIONSHIP BETWEEN NUTRITION AND SPORTS PERFOMANCE 10 2.4: CONCLUSION 11 CHAPTER THREE 12 METHODOLOGY 12 3.0: STUDY OCATION 12 3.1: RESEARCH DESIGN 12 3.2: STUDY POPULATION 12 3.3: SAMPLING PROCEDURE 13 3.4: DATA COLLECTION 13 3.5: DATA ANALYSIS 13 TIME SCHEDULE: 14 BUDGET 15 REFERENCES 16 QUESTIONNAIRE 17 DIETARY HABITS AND NUTRITIONAL KNOWLEDGE OF COLLEGE ATHLETES IN TECHNICAL UNIVERSIRY OF KENYA NAIROBI INTRODUCTION: Too often, student athletes are left with very little time to meet their nutritional needs. The athlete tends to grab the easiest on the go food for their meal; little do they know that this lack of nutritious food can affect their performance. Student athletes need regular well balanced meals and snacks to maintain the high energy demands of training, competition and the rigor of an academic program (Ziegler et al 2005) showed how the increased competitiveness of the sport raises concerns about the health of these athletes .For example nutrient intake was found to possibly...
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...Product The Lucozade product “is an isotonic sports drink which provides carbohydrates and electrolytes to enhance hydration and help maintain performance during prolonged endurance exercise” (Lucozade 2014). Lucozade’s healthy image was aided by the well-respected pharmaceutical institute, GlaxoSmithKline as one of their products, they have reduced the calorie and sugars content by 65% of the Lucozade Energy range sold in the UK & Ireland by 9% and 8%. (GSK 2013). The Lucozade brand produces drinks, bars, gels, tablets, and also powder form tablets. This product was originally targeted at patients who needed extra energy to get well. However, subsequent commercialisation has been done accompanied by well executed brand repositioning efforts that have transformed the products from being the ‘remedy’ to the sick children, to being the product of choice to every active individual in all ages (Manifested Marketing, 2011). The product is especially common among the young adults, Lucazade has been in the market since the 1920s and has grown to be the leading brand in the energy drinks industry (Manifested Marketing, 2011). However, the product continues to face competition from other energy drinks produced by Coca Cola, Pepsi and other vitamin drinks available in various national markets. This is perhaps the reason why the company ensures vigilance in its implementation of the marketing mix that has seen Lucozade retain its position as the leading energy drink in the global markets ...
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... • Male and female (55% male favorable, 58% female favorable) Women increasingly = large proportion of athletes and growing and still primary household shoppers • Higher income (62% favorable making >$75K) with children • Ideals oriented - more likely than any other group to mention anti-oxidants before mentioning health. They actively seek out information in the decision-making process. They look for “durability, functionality, and value” (VALS) in the products they buy. • Grocery retailers (sports drinks patronized by higher income/educated shoppers Product Strategy • Green Ox. The company should stick with the name Green Ox in hopes the design, launch, and reliable product will be easily recognizable and associated in the future. Green makes you think is healthy and ox is a play of the unique ingredient: antioxidant. • Green Ox should release all five flavors to maximize profits. Green Ox has developed Yellowknife, Jasper Mountain, Whistler, Alberta Bound, and Yukon Gold. • Product positioning statement: o Among ideal oriented male and female athletes, over the age of 40 with kids, who have a higher income, Green Ox is the brand of Sports Drink which is the first to add potential cancer-preventing antibiotics to our refreshing sports drink. This performance-enhancing beverage gives you all the electrolytes needed to maintain hydration during workout as well as protects your body for the future. Pricing strategy • $0.99 per 20-ounce bottle...
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...completion of a training session about establishment of an individual; -specific hydration protocol. This is in order for an individual to be aware of the kinds of beverages and meals that are supposed to be consumed before, during and after the physical exercise. Notably, such standards ensure that the most appropriate and effective return –to-ply strategy is adopted. Moreover, the standards ensure that physicians have given the patient a go ahead to resume his normal daily activities. Especially, this is after taking the necessary tests and assessments about the fitness of the patient to go back to the normal exercises (casa &Rebecca,...
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...a strong brand image, maintaining that against its competitors is vital to the company. Effective marketing is a critical aspect of Gatorade because this is where the majority of the profits generate from. The main competitors in the sports, energy, and health nutrition industry are The Coca-Cola Company, Energy Brands Inc. and Red Bull GmbH. The leading competitor of Gatorade is PowerAde which is owned by the Coca-Cola Company. The target market for PowerAde is essentially the same market for Gatorade. Perhaps one of PowerAde’s biggest strengths is that it is owned by Coca-Cola which is the world’s largest beverage distributor. Although the products seem to be alike they are different in content. PowerAde contains less sodium for hydration and more sugar than Gatorade. PowerAde justifies this by saying their product has a better taste because of the extra sugar. This helps PowerAde establish where they stand in the market. In PowerAde’s attempt to gain market share from Gatorade they added different variations of their product line to expand to a larger market. Instead of relying on huge endorsers to get to its highest market share ever, PowerAde has relied on the innovation of their new products. Since Gatorade has come out with a more health conscious version called G2, PowerAde has stepped up to the competition by adding their new product PowerAde Zero. These products are somewhat similar but PowerAde Zero contains no calories whereas G2 contains fewer calories than...
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...IV. Competitive Analysis 5 Competitors’ Advantage: 5 Perceived Advantage: 6 V. Customer Analysis 7 Product Market 7 Product Type 7 Customer Type 7 Customer Needs 7 Geographic Area 7 VI. Target Market Strategy 7 Target Market 7 VII. Positioning Strategy 9 Future Target Market 10 VIII. Marketing Mix 11 Customer (Product) 11 Cost (Price) 12 Capabilities (Place) 14 Competition (Promotion) 15 IX. Action Plan 16 X. Long Term Objectives 17 I. Executive Summary The Cogavém brand was inspired by a growing demand for a natural and healthy alternative to the current energy drink market. Our flagship product, Cogavém, includes three essential ingredients: maqui berry for energy, coconut water for hydration, and agave nectar for flavor. Our company recognized the need for something different - an energy drink that is actually good for you. Consumer demand for energy drinks continue to grow regardless of the mounting evidence of unhealthy implications. Consumers need an energy boost and will take what is currently on the market because those are the only options they have. Cogavém introduces a premium energy drink that is focused around target consumer needs rather than pushing a product that the manufacturer...
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...to improve the tactics and strategy within marketing for products in development. Team A performed a (SWOTT) analysis which identifiesstrengths, weaknesses, opportunities, threats, and trends that will affect the launch of our product. Organizational Overview Nike is known as one of the world’smost influential producers of athletic apparel, footwear, accessories, and equipment.The Nike symbol can be seen on the uniforms and shoes of some of the most popular athletes world-wide. The Nike Inc. mission statement claims “to bring inspiration and innovation to every athlete in the world, if you have a body, you are an athlete” (About Nike Inc., 2013, para. 1).In1950 two men Bill Bowerman and Phil Knight had a vision to ignite a revolution in athletic footwear (2013). Bill Bowerman was a well-known national coach in field and track at the University of Oregon, who searched continuously for ways to stretch the team’s competitive edge. Bowerman conducted many experiments with multiple track surfaces, athletic shoes, and hydration drinks and started cobbling shoes for his team by 1950...
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...NUTRITION KNOWLEDGE AND ATTITUDES AMONG CLEMSON UNIVERSITY STUDENT-ATHLETES A Thesis Presented to the Graduate School of Clemson University In Partial Fulfillment of the Requirements for the Degree Master of Science Nutrition by Ashley Nicole Dunnigan May 2010 Accepted by: Beth Kunkel, Committee Chair Gail Delicio Karen Kemper i ABSTRACT Participants in this study were 95 Clemson University student-athletes who were currently on the varsity men’s and women’s soccer, tennis, track and field, and swimming and diving who completed a survey on nutrition knowledge and attitudes. The mean total point score on the survey was 17.48 + 1.71. The mean score on knowledge questions on the survey was 11.59 + 3.14 or 46.3%. Females had a slightly higher mean score (12.3+ 3.03 or 49.2%) than males (10.9 + 3.13 or 43.6%) on the knowledge questions. The mean score on attitude questions was 5.89+ 1.67 or 58.9%. Females had a slightly higher mean score (6.19 + 1.53 or 61.9%) than the males (5.60 + 1.76 or 56%) on the attitude questions. A multiple regression analysis for impact of sport, gender, class rank, previous nutrition course, and eating situation on total score on the survey gave an overall R2 of 0.174 (F= 3.75, p= 0.004). There was no significant unique effect of class rank (p = 0.084), sport (p= 0.079), and eating situation (p= 0.079) for this model. The unique effect of gender (p= 0.003) and taking a nutrition course (p= 0.036) were statistically significant. Even though...
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...bottom-line impact and development programs. The training top-125 ranking is based on myriad benchmarking statistics such as total training budget; percentage of payroll; number of training hours per employee program; goals, evaluation, measurement, and workplace surveys; hours of training per employee annually; and detailed formal programs. The ranking is determined by assessing a range of qualitative and quantitative factors, including financial investment in employee development, the scope development programs, and how closely such development efforts are linked to business goals and objectives. ("Training 2011 top 125," 2011) The comprehensive, year-round employee and team development program, which was initiated by ISP Sports in 2001, was among the numerous reasons IMG Worldwide acquired ISP Sports and merged the company into its IMG College division in the fall of 2010. The training program enabled the...
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...ition.ece State Total More than 4,400 middle and high school student-athletes in Massachusetts suffered head injuries last year, according to reports filed by the schools. http://www.bostonglobe.com/metro/2013/11/25/mass-schools-report-head-injuries-among-athletes-compliance-with-concussion-law-rises/njPFK6a92knIhcvY9UGxdN/story.html Refueling Product A new product can allegedly help athletes refuel during competition by providing precise carb and electrolyte recommendations based on a quick analysis of their sweat. http://www.prweb.com/releases/FuelstripMMA/UFCBellator/prweb11284260.htm Vegan Praise Several top athletes credit veganism with playing a key role in their success. http://www.news.com.au/lifestyle/health/elite-athletes-reveal-the-vegan-diet-secret-behind-their-success/story-fneuzkvr-1226768537898 Baseline Challenges Three new studies of baseline testing highlight the difficult of accurately assessing an athlete’s true baseline ability. http://www.momsteam.com/studies-show-pitfalls-in-baseline-neurocognitive-testing Milk Lawsuit A judge has provisionally approved a $5.3 million settlement in a lawsuit filed against Muscle Milk that alleges the company falsely markets its products as “healthy.” http://www.nutraingredients-usa.com/Manufacturers/Judge-gives-provisional-thumbs-up-to-5.3m-settlement-over-healthy-claims-on-Muscle-Milk Cognitive Recovery Young athletes suffering...
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