The Gatorade Sports Drink Company

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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. PepsiCo has 6 divisions, North American Beverages, Frito-Lay North America, Quaker foods North America, Latin America, Europe Sub-Saharan Africa, and Asia, Middle East, North Africa. Gatorade falls into the North American Beverages division. Within Gatorades brand name there are a few product lines, The G-Series, Endurance, and Equipment lines. The sports drink is part of the G-series which is based on three steps, prime, perform, and recover and is part of the perform step. Price Starting out Gatorade was more of a premium pricing but that gave way to a competitive pricing scheme after competition entered into the market. Promotion Gatorade does a lot of promoting. They are online though YouTube ads, ads on sports sites like the NBA and their own official website. Gatorade is also the official drink of many sports organizations such as the NBA, NFL, USA basketball, US Soccer Federation, NHL, MLB, MLS, WNBA, high school sports
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