Explain the Various Elements of the Marketing Process of Gatorade

Gatorade is a flagship brand of PepsiCo and has a commanding 75% market share of the sports nutrition beverage marketplace globally, being sold into 80 different countries according to the latest PepsiCo annual report published in late 2011. Gatorade's success in branding and product marketing has actually expanded the global market for sports nutrition beverages during the late 1990s and into the 21rst century. Recently however the company has faced many channels including product line extensions of the last decade which failed to deliver strong results (Pollack, 1997) and a more critical analysis of their ingredients as many of their beverages are sold in public schools (Tallon, 2009). Despite these challenges however, Gatorade continues to experience strong market share and growth. The intent of this analysis is to evaluate and provide recommendations for each of the four areas of the marketing mix including product, price, promotion and place or distribution.

The current marketing profile of Boost juice is to manage the brand so effectively created. The image of boost juice in the market is very high. The impact it has created in the minds of consumers and competitors is so clearly marked that it has been able to rise itself above the marketplace and position itself in the minds of the customers. The brand communications have also been promising and have fulfilled all those messages which it has committed itself to. This has been the greatest source of equity. The awareness that boost juice has created has put off all other competitors far behind and hence it is the industry leader. The brand is instantly recognizable by its distinct packaging, flavor and inimitable appeal. It is relevant as a healthy juice bar while competitors have not been able to carve that niche. People prefer this to other juice sticks. Boost juice has returning customers the greatest asset that any organization would want and aspire for. It enjoys a lion’s share of market for juice bars and though sold at price premium it commands the respect due to it.

PepsiCo is a huge, multi-billion-dollar company that invests its time and money into creating loveable and lasting products for consumers all over the world. PepsiCo has been on the rise for years and if things continue to prosper like they do know, they should be a lasting company for many more years to continue. PepsiCo relates to their customers and continues to create new and improved products that bring publicity to their company, while still producing the recognizable products that that they are known for.

Gatorade has a big impact on sport culture in America. From fans, athletes, and sponsors this drinks has become the symbol of American sportsmanship. In the early era many players would drink Gatorade to refresh themselves before continuing to play. By the mid-1980’s Gatorade changed its position to shower coaches and players after victories. This drink would revolutionize the entire sport world. By the 21st Century teams across the world would use Gatorade to celebrate. In America many teams and players are sponsored by the Gatorade Company to use their product and name new flavors after themselves. By far Gatorade is the official sport drinks of many sports, such as football and soccer.

Starting out Gatorade was more of a premium pricing but that gave way to a competitive pricing scheme after competition entered into the market.

These companies have successfully worked in the past in other countries, such as, the United States, Japan, and New Zealand. PepsiCo has been able to grow in the Vietnamese market since entering it in 1994. For Suntory, it is hoping to achieve one of its long-range plans, which is to expand into Vietnam.

Gatorade is a flavored non-carbonated sports drink manufactured by the Quaker Oats Company, now a division of PepsiCo. Intended for consumption during physically active occasions, Gatorade is formulated to rehydrate and replenish fluid, carbohydrates and electrolytes.

It’s a sports drink, but Gatorade is not only being consumed by athletes. An electrolyte replenisher, energy restorer, and long lasting hydration source, known as Gatorade, was a sports miracle created after researchers looked into the reason why athletes were falling ill following strenuous exercise and excessive exposure to the heat. Gatorade contains carbohydrates and electrolytes for endurance. This sports drink also provides energy for a tough day of physical activity. Personal preferences are not a problem because Gatorade has eight unique flavors.

Patrick Quirk Lance Harshbarger English 15 May 4, 2015 Win From Within Back in 2013, Gatorade made a commercial pushing their sports drink. It begins with Oklahoma City Thunder player, Kevin Durant, going up for a game winning lay up. Before he can get his shot off, Miami Heat player, Dwayne Wade comes in and blocks his shot. Durant then wakes up, insinuating the scenario was just a dream. The camera cuts and shows Durant running, working out, and shooting baskets to better himself.

In 1965 on a hot summer, the University of Florida created a never before seen drink with the purpose to assist their football players who suffer from heat illness to perform better athletically morphing into the international business we know today as Gatorade. Made for all athletes, on all different skill levels Gatorade claims it will “quench your thirst” claiming it will make you work faster and harder when performing. Since its creation Gatorade has become a house hold name because of how affective it has been fueling athletes of all sports replenishing them with the energy, carbohydrates and salts lost in high intensity workouts. Progressively, Gatorade is available in more than 80 countries in 50 varieties. Consequently, the following will reveal the international product drink of Gatorade and the ramifications of meaning, marketing, and money.

Advertisers make it seem that Gatorade restores essential nutrients lost during strenuous activity, when in fact the amount of sugar and other artificial sweeteners can often be more harmful than helpful. By breaking down the nutrition facts, one can see that there are no “special” ingredients that would turn someone into a super athlete. While true high performance athletes may receive some benefit from the drink, the average person simply going to the gym for an hour would be ingesting more sugars than they need

Marketers considered the Marketing Mix model as a tool to reach their mission in the marketing strategy. Traditionally, the Marketing Mix has four considerations known as the 4P 's — Product, Price, Place and Promotion.

Key Findings Gatorade's SWOT Analysis Strengths Established market leader – Given Gatorade’s domination of the sports drink category, one of the company’s most powerful assets is the fact that they are so widely recognized and represented. The simple brand awareness and popularity amongst the masses and in the area of professional sports solidifies their grip on the market, demotes existing competitive brands such as Powerade, and strictly limits the possibility of debutants in the segment. Affiliations with professional athletes and teams – The affiliations that Gatorade possesses with major sports personalities and teams translates into a powerful utility in terms of not only expanding their consumer base but also truly embodying the sporting

The Gatorade Company is mainly concerned with the manufacture and distribution of sporting equipment for commercial and domestic uses based on their knowledge of the best industry practices for the production of sporting equipment. The primary agenda of this market plan is for it to work as a strategy to guide the company on how to supply the customers of Gatorade with quality yet affordable products. This brand of sporting equipment will be produced and supplied in many different designs and colors that will be appropriate for both genders. Approximately half of the clients of the Gatorade brand, range between the ages of 18-34.These clients are ardent customers as they make the most purchases and are the company’s primary target. Gatorade sporting equipment are purchased more by those who dwell in the Northeast regions and Midwestern parts of the United States. This market plan focusses on the introduction of a range of Gatorade environmentally friendly brand of sporting equipment into the United States market.

Gatorade has emerged as the global leader in sports nutrition beverages by continually managing their brand to signify high energy, athletic excellence combine with one of the most efficient new product development and introduced processes in the beverage industry. As a result of being able to consistently synchronize these many components of their business so well, Gatorade today holds a 75% market share in the sports nutrition market globally today. Gatorade is owned by PepsiCo, which has made it possible for the company to sell in 80 countries today. Gatorade relies heavily on the PepsiCo distribution and retail network globally. Gatorades' revolutionary approach to managing branding for beverages has served to increase the total market size for this product category globally (Huang, Sarigöllü, 2012). Despite the continued widespread adoption of Gatorade as a healthy energy drink, the company has encountered resistance to its brand and the ingredients used for creating the many variations of Gatorade energy drinks (Tallon, 2009). Despite these setbacks the Gatorade brand continues to experience exceptional growth and stability over time.