Strategic Marketing 3 March With Solution 2 3 4 5

When consumers substitution water with an alternative fluid, it has to be approached with extreme caution. Such is the case when the alternative fluid is an energy drink. When water is replaced with an energy drink, the timing of the energy drink intake and the amount of energy drink intake must be clearly understood by the consumer (Attila & Cakir, 2011). The consumer has to be aware that they are depriving and harming the human body in the short term as well as the long term impact to a person’s life with this type of substitution.

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.

It needs to be a specific group of customers. Sometimes using stereotype images can help to describe a group, such as the “soccer mom.”

Sports drinks contain ingredients which have raised health concerns. The main ingredients in sports drinks are glucose, sucrose, and fructose or high-fructose corn syrup. (Insidetracker.com, 2012) Gatorade’s Glacier Cherry Perform drink, contain 41g of sugar per serving, which is equivalent to 10 teaspoons of sugar. (Griffith-Greene, 2014) Although sugar is necessary for the drink to taste good, sugar can have long term effects on your health. Too much sugar can over time lead to diabetes, high blood pressure and weight gain. (Hagy, 2007) As well as sugar, the acidity in sports drinks can dissolve teeth. These drinks are often full of sugar and sodium, which cling to the teeth, and eat away the protective enamel. People, who is drinking sports drinks, are often dehydrated, meaning they are low on fluids. Being low on fluids, affects the saliva production in the mouth, which protects the teeth by washing away products which cling to them. Being low on fluids means that there is less saliva to wash away

Pearce, J. A. & Robinson, R. B. (2013). Strategic Management: Planning for Domestic and Global Competition (13th ed). New York, NY: McGraw Hill.

Company’s objective and resources. Some attractive segments may no mesh with the long run objective.

3. What target consumer market should be chosen for a new energy beverage brand? § Seeing as the heaviest users of energy beverages are males between the

 ReferencesKerin, R. A., Peterson, R. A. (2013). Strategic marketing problems cases and comments (13th ed.). New Jersey: Pearson Prentice Hall

To start with, market segment for energy drinks is targeted at group of people in their late teens to early thirties. The age group is determined between 18 to

The major reason anyone drinks fluid before, during and after physical activity is to replace the water that is lost through sweat. If the water isn't replaced dehydration will occur and performance will be hampered. The purpose of sports drinks is to help rehydrate your body quickly and help improve performance and productivity. This is accomplished through a well-balanced mix of water, sugar (carbohydrates) and salts (electrolytes), the major ingredients in most sports drinks. These ingredients, combined with a variety of fruit flavours, create pleasant tasting drinks that, according to the companies, are suppose to help your athletic performance. Results prove that commercial sport drinks generally accomplish what they set out to do.

Note: An educated guess can be made that there is an overlap between the 3 target segments. This is a positive from the point of view that we can focus our attention on a niche segment that is affluent, well-informed, health conscious and highly likely to remain loyal.

Natural Vitality Energy Drink Sole purpose is to help increase the energy level of busy and athletic individuals in today’s society. With the busy lives of most people, we are all looking for a quick boost of energy to help get us through those last couple of hours at work or those late nights of cramming for a test, but we should take consider a healthy alternative to the popular energy drinks on the market today. Natural Vitality Energy Drink is for the health conscious individuals who are concerned with the ingredients that they consume. Natural Vitality Energy Drink, that is manufactured by Starrs to the Skye Manufacturing

Strengths: * Sports drinks one of the fastest growing categories of the beverage market. * Healthy and active lifestyle. * Higher levels of income and education. * Easy to carry to the gym and playing field/court. * Isn’t carbonated. * Easy to ingest and digest. * Excellent source of antioxidant vitamins and minerals.

Portland Drake Beverages (PDB) had acquired Crescent Pure, a non-alcoholic, all natural energy enhancing and hydrating functional beverage. Having organic ingredients as the bases of Crescent Pure beverages made the perfect acquisition for extending the PDB organic brand to more markets. These multiple attributes made the drink an attractive product for the consumer, but the necessity to position it, sparked a debate. Some people wanted to market it as an energy drink, while others wanted to market it as a hydrating drink. The VP of marketing, Sarah Ryan, thought that although Crescent Pure fit both of these categories, there was an alternative option. The third option would be to position the new beverages as healthy drinks, this would be a broader market positioning strategy, one that a transcendent product like Crescent Pure, could fulfill. The concern was to simultaneously position the drink in the most lucrative market, while also ensuring that the drinks attributes aligned with the market consumers’ needs.

Sports drinks are used to receive energy while doing an active, or athletic, event. There are three popular types of sports drinks: isotonic (average athlete), hypotonic (low-perspiration athletes; jockeys and gymnasts), and hypertonic (long distance runners that need the extra carbohydrates and electrolytes). Isotonic sports drinks quickly replace fluids lost by sweating and supply a boost of carbohydrates. Hypotonic sports drinks quickly replace fluid lost. Hypertonic sports drinks supplement daily carbohydrate