Global Corporation Gatorade On The World Of Sports

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.

As you watch the Gatorade commercial you notice that Gatorade wasn’t only promoting hard work and dedication, but they were also promoting hydration, strength, power, and energy. Dedication is shown by waking up early in the morning, going for your daily jog or walk, while others are still sleeping. Staying hydrated helps the body keep moving and fully functional. Gatorade shows the importance of hydration by athletes taking breaks between workouts. Hydration also reduces the risk of cramps and soreness. Gatorade promotes energy by showing, before eating a Gatorade chewy the athlete did not have the energy he needed to start his morning run or weight lift. However, after eating the chewy they instantly gained energy. Power is symbolized by the lightning bolt, which

Gatorade is a company that manufactures sports nutrition products, and they usually have different athletes

Gatorade is a sports drink that is used to put electrolytes back into an athlete’s body after a long workout. Athletic trainers, for most sports teams, make two ten-gallon coolers full of Gatorade for the athletes after practice. To make Gatorade in a ten-gallon cooler you will need, a ten gallon cooler, 30 ounces of Gatorade powder, a long spoon or Gatorade stirrer, water, and ice.

The Gatorade sports drink was founded in 1965 by a group of university physicians at University of Florida after an assistant coached asked the why his football players were so affected by the heat. This lead to the discovery and invention of a carbohydrate and electrolyte drink to help replenish and refuel the nutrients lost through sweat and exercise. The University of Florida’s mascot is the Gator, which is how they came up with the name Gatorade. PepsiCo acquired Gatorade in 2001. Gatorade also has a 69.5% market share in sports drinks.

Have you ever gotten a sports drink instead of a soda thinking you were choosing a healthier option? Well this might change your perspective. Powerade and Gatorade are just watered down soda; yes,  it gives you electrolytes which is what you lose when you sweat, but that does not mean it is good for you. There are many other healthier ways of getting electrolytes than by just drinking a sugar drink. In the Powerade article written by the company does not argue about how water is not helpful to athletes and does not have the opposing argument. Although the gatorade article written by David R. Lamb they make it more persuasive than informational.

After so many years of repetitive advertising, Gatorade is the name that comes to mind if someone thinks of energy drinks. Consumer visualizes it as a product that meets his goals of extra stamina, energy and efficiency. Some customers buy multi packs of products for value. Buying in bulk results in additional discounts for the customer that leads to continued association with the brand, where Gatorade is a conditioned stimulus and six-pack buying is a conditioned response.

Gatorade was invented for several reasons. It all started with Florida's football coaches realizing their players were being seriously affected by the heat. So the Coaches went to physicians and asked why there players were being affected by the heat. The physicians soon realized the players were losing fluids and electrolytes through sweat. So the researchers took that evidence into the lab and made a

In 1991 Gatorade released a commercial asking the general public if they wanted to be like Mike. Now you might ask yourself who is Mike, the Mike they were referring to was Michael Jordan of the Chicago Bulls. Coming off his first championship season he would go on to win 6 more in his career becoming quite possibly the greatest basketball player to ever play the game. Gatorade used the popularity of Michael Jordan, who at the time was a worldwide icon to sell their product.

| Weaknesses: * Pays extra payment for new flavor. * More expensive to produce than other sports drinks. * Deciding the segment to target. * How to position the product in the mind of its potential consumers

Of equal noteworthiness is the competition within the sport drink market. As a potential segment that Crescent could enter, it is vital to realize that the market is primarily controlled by two firms, Gleam and Drip, who hold 73% and 21% of all purchases made. The growth of the market leaves much to be desired however, as it showed only marginal improvements over the years. The projected growth of this segment is only 3.28

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.

The effect of this aggressive competition can be seen in Figure 2, which shows a sharp decrease in Lucozade’s market share from 2002, following the introduction of Powerade (owned by Coca-Cola) and C&C Club Energise (introduced in 2003) to the market. Every year since 2006, however, has seen Lucozade Sport regain market share, firmly consolidating its position of market dominance in Ireland. This trend endorses the quality of Lucozade Sport’s marketing, as it is succeeding in fighting off stiff competition. “Functional drinks is dominated by Lucozade brand, with Lucozade Energy and Lucozade Sport recording a combined volume (market)  share of  54%  in 2009” as stated in Euromonitor International (2011).

Nike will have a number of different marketing objectives for their isotonic sports drink, Nike Go. A main market objective will be to establish the isotonic drink as the most credible sports drink in the market. This will not just happen though, this can only happen through a lot of promotion and appeal. Creating strong consumer awareness is very important in gaining market share as it is a completely new product from Nike. This can be done through promoting the product, Nike Go, and allowing consumers to become aware that Nike has this new product. In order to establish brand recognition, there needs to be a capture of market shares in the sports drink segment. This will mean the product, Nike Go, will be well known