...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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...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. Brands are definitely big business. The brand of a product definitely plays a critical role in today's market. A brand-name can associate itself with a company, person...
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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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...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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...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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...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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...Gatorade Gatorade thirst quencher was founded in 1965 by three medical researchers, Robert Cade, Dana Shires, Harry James Free, and Alejandro de Quesada, at the University of Florida. The Gators football coach, Ray Graves, was concern about why his player performance in the summer practices was not so good, so he ask the team doctor to look into the matter. This is when he in return referred the matter to Cade and his researchers team. This is when they came up with the ingredient for the drink now known as Gatorade. The basic ingredient for the mixture consisted of water, sodium, sugar, potassium, and phosphate and lemon juice. After winning the Orange Bowl in 1967, the drink became an instant phenomenon, and they credits their winning to the Gatorade drink. Gatorade is the official sports drink for many pro and collegiate organizations events. Sent their first lynch of the thirst quencher drink they have come up with many new product suggest as Rain, AM, Fierce and X-Factor. In 2001 Gatorade decide to come up with a special line of sports nutrition products, include Gatorade Carbohydrate Energy Drink, Gatorade Protein Recovery Shake, and the Gatorade Nutrition Bar. With all of the new drink and nutrition products that Gatorade has come up with in the past decade it has made them well know and uncompetitive to other sport drinks Our new products will be a Gatorades Kids drink. This is a new all natural energy drink specifically designed for today’s youth...
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...Executive Summary ........................................................................................................................ 2 Part I: Introduction and Objectives ................................................................................................. 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...
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...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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...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 75 percent market share in the sports drink category. 1.1 Explain...
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...amount of at least 8 glasses a day. Gatorade doesn't have an essential so there's no daily recommendation for an average person. Powerade is the same with Gatorade there is no daily recommendation intake when drinking these two beverage Water can be in almost every food they could possible be. Gatorade comes in different varieties of drinks which including of low sugar and high protein. But they come in different flavors cheery, lemon, grape, and many more. Powerade is also similar to Gatorade, they only have one form and that is liquid with many different flavors. Cost Water is free; people can get it by drinking tap water from the kitchen sink. people can get a bottle water from any marketplace for $1.00-$5.00, 24 pack of bottle water cost $12.99-$17.99, and 35 pack of bottle water cost $20.99-$30.99. But most people prefer to use the water refill vending machine that are in any market store, were a gallon would cost 20-30 cent and 8 gallon of water would cost $1.20-$1.50. There are many gatorades in many stores that come to singles or in pack. 1 bottle of gatorade cost $1.00-$5.00, 24 pack of gatorades cost $12.99-$17.99, and 35 pack cost $20.99. Powerades come also in singles and packs like Gatorade. Singles cost $1.69, 8 pack cost $4.18 , and 12 pack cost $28.82 Advantages of consumption When drinking water it help maintain body functions and weight. Its helps break down food and regulate metabolism. Gatorade have electrolytes and other stuff...
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...Nutri, Health, & Wellness w/ Lab 8 February 2014 Water: An Overlooked Essential Nutrient Welcome, my name is Karina Padilla I am a registered dietician. I have invited you to lunch and learn about, what you will select for a yearlong beverage contract from these three choices water, Gatorade, and Powerade. The role of water in our body are giving cell life, where water is a carrier, distributing essential nutrients to cells as minerals, vitamins, and glucose. It also has chemical and metabolic reactions as it removes waste products including toxins that the organ cells reject and removes through urine and feces. Water is a transport of nutrients in the biochemical break down of what we eat. H2O regulates body temperature, it has a large heat capacity which helps limit changes in body temperature in a warm or cold environment. The elimination of water is an effective lubricant around joints and acts as a shock absorber for eyes, brain, and spinal cord. The goal of drinking fluids during exercise is to prevent dehydration and maintain performance. Fluids preferably with carbohydrates and electrolytes, should be consumed in small amounts every 15 to 20 minutes during exercise. Water and electrolytes serve very important roles in the functioning of the body and sweating can lead to excessive losses of both critical nutrients if not properly replaced. Dehydration and electrolyte imbalances can adversely impact health and exercise performance. The magnitude of fluid...
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...Gatorade had about 78.1% (based on sales) market share of sport drinks in the United States in the year of 2015. Consumers choose Gatorade over their biggest competitor-Powerade, since Gatorade better meets their consumers’ needs. Bryan found that there are some typical characteristics of Gatorade. It contains 160 milligrams of sodium and 45 milligrams of potassium per serving, while Powerade contains 150 milligrams and 35 milligrams. Gatorade contains table sugar and another simple sugar compound, while Powerade’s sugar content comes from high-fructose corn syrup. Gatorade is slightly superior at replacing lost electrolytes but inferior at replacing vitamins (Bryan, 2015). When you perspire, your body loses about 900 to 1400 milligrams of sodium per liter of sweat (Shirreffs & Maughan, 2000). Sodium plays an important role in human’s blood; sufficient sodium in the blood helps keep a sufficient balance of water in the blood. It is very important to replace the sodium and water lost when sweating. The sodium content in Gatorade is on average 450 milligrams per liter; however, Powerade only has 225 milligrams per liter, just half of Gatorade’s. Thus, in consumers’ point of view, Gatorade will do a better job to replace sodium lost in sweat compared to Powerade. This is one of the main reasons that consumers buy Gatorade not Powerade. Gatorade contains 6% of sugar, whereas Powerade contains 8% of sugar; Gatorade has a simple sugar compound, whereas Powerade’s sugar comes from...
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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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...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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