The Marketing Strategy Of Gatorade

“People are more likely to pay attention to a TV commercial if one of their favorite players is talking, than they would be if the owner of the company was the star” (Miller). It is the association with the known and likeable character which may attract people to follow celebrity endorsements. It may also be the association with success which the athlete is characterizing. Whatever the case may be, Miller gives tips of what marketing companies look for before persuading a player with an endorsement:

Celebrity Endorsement is a form of brand or advertising that involves a well-known individual using their fame to help promote a product or service. The most common business users of products are manufactures of perfumes, and clothing. Some Techniques that are used are for example, television ads and launch event appearances.

Gatorade has been sponsoring the NFL for many years, starting in 1968. Its involvement with the sport has made the drink known to many today “The official drink of the NFL” (Gatorade). According to Naomi Klein “…the wave of mergers in the corporate world over the last few years is a deceptive phenomenon: it only looks as if the giants, by joining forces, are getting bigger and bigger”(4). And that is exactly what the corporation of Gatorade was trying to carry out. By joining its name with the NFL, which at that time was becoming a famous sport to watch, Gatorade has become the number one sport drink for athletes. In the “Peyton Manning-Gatorade Commercial”, the corporation of Gatorade is not only selling their product, but is also

The ability of any marketer to align their brands with emotions and images that symbolize exceptional athletic performance, high energy, and prowess in sports and in life will succeed. This is especially the case when the branding strategy is strongly supported by an exceptionally effective research and development (R&D) strategy, in addition to having exceptional control over quality, distribution and the entire customer experiences. Gatorade today holds over 75% of the total sports nutrition market globally as a result of their ability to orchestrate these diverse elements into a cohesive strategy. Gatorade was acquired by food conglomerate PepsiCo several years ago, which has given the brand added resources and global reach. As a result of the PepsiCo acquisition, Gatorade today is sold in over 80 nations (Huang, Sarigöllü, 2012). Gatorade has also successfully created a unique distribution-based niche for themselves, gaining the loyalty and trust of food and beverage retailers globally (Huang, Sarigöllü, 2012). This has helped the company gain more shelf-space in retail locations, accelerate its new product development efforts, and also ensure a higher level of cooperation with channel partners over each successful product generation (Tallon, 2009).

Gatorade is accepted as the market leader of US sports drink market with nearly 75% market share as at 2008 (Sports Business Daily, 23 July 2009). The study analyses the marketing mix of Gatorade in US market with special concentration on its Marketing Communications. It was introduced in 1965 as a thirst quencher by four medical researchers at University of Florida. The name for the drink came from

Now that I have analyzed Gatorade’s main competition, found the research on my target market, and come to terms on the strategies I am going to use, I can now bring it all together to create a new e-marketing strategy that will give Gatorade with a new online presence, and that will give them the tools they need to present themselves with a fresh start in the marketing world. Having tasks and a timetable is really important when creating a new marketing plan because it allows a company to stay motivated and focused on making sure they are giving the company a chance at success (Johnson, n.d.). That is why with this plan I will have a 5-10 year plan attached to it because I feel that the short-term goals will help Gatorade increase employee production and that will ultimately increase Gatorade’s profit and market share. The short-term tasks of this plan include; having at least 1 million followers on all are social media outlets in 2-3 years or less from when this plan is integrated and a 65-70 percent customer participation rating in all Gatorade’s contests and discussions on their social media outlets in 3-5 years. I focused on the social media aspect for the plan’s short-term goals because I feel that having Gatorade focus on customer involvement and interaction will help the company grow now and 20 years from now when the world is even more technological.

Our branding strategy is to enter the market by carving a new niche of protein-enriched energizing sports drinks. Our objective is to educate consumers about the new drink, as well as to make a profit and gain market share in the industry. We hope that by

The huge sales surpassed the company's expectations. Later the company introduced special products as nutrition for sportsperson and it included Gatorade Protein Recovery Shake, Gatorade Carbohydrate Energy Drink, Gatorade Nutrition Bar and Gatorade Nutrition Shake. The places that distributed channel of the drinks are sold in over eighty countries and marketing for the energy drinks that includes Canada, United Kingdom, USA and Australia.But in the US, gatorade holds at least three-fourth share in the category for sport drinks. The pricing policy for Gatorade was first of premium policy but the company later changed it to competitive pricing policy after rival drinks started getting stronger in the market. Advertisements related to Gatorade claims that it recovers the body faster after drinking a gatorade.

Gatorade saw a problem arising as they were starting to lose its target audience due to the mass amount of other options in the market that sprung up that are similar ideas to Gatorade. Their decision to create the G series was their proposed solution to regaining their audience but also to try and expand their brand. But it didn’t come without a few challenges to deal with before it could be considered successful. They wanted to broaden their product to focus not just on hydration, but also on other athletic fueling needs. This meant that they would have to alter their promotion activities in order to focus and coordinate them to promote the new idea that Gatorade is ideal for before, during, and after a game or workout. They first made changes

Moments after the final whistle of the Super Bowl this year, Americans once again witnessed an iconic scene: a giant cooler of orange iced liquid poured over the coach’s head. Gatorade has secured this image year after year through a revolutionary marketing strategy. Gatorade’s advertising campaigns have been convincing, unique, and creative. Gatorade single-handedly created the market of sports drinks, and they were required to create campaigns that would prove to the world that their drinks would not only help them perform better, but that they also taste great. Gatorade was created as a better alternative to water for athletes to hydrate, stay hydrated, and perform better, and they needed fantastic advertising campaigns to convince people of these facts. Gatorade not only invented the sports drink market, but they have stayed at the top through the use of top-tier athletes, creative advertising, and lucrative partnerships with various organizations.

Have you ever flicked through a magazine nonchalantly and been stopped flat by some image that you just couldn’t pull your eyes away from? If so then the advertisement did its job, and may even be worth the chunk of change it cost to produce. The people of the United States have seen and heard about countless products for so many years, and that has brought about a problem for the corporations putting the ads out. With so many ads pushing into the heads of the American public, there has been desensitization and a growing accustomed to all the advertisements. If the consumer does not pay attention to the ad then the company has wasted money on an unsuccessful tactic to secure more business. This problem is a large driving force behind

Now that I have analyzed Gatorade’s main competition, found the research on my target market, and come to terms on the strategies I am going to use, I can now bring it all together to create a new e-marketing strategy that will give Gatorade with a new online presence, and that will give them the tools they need to present themselves with a fresh start in the marketing world. Having tasks and a timetable is really important when creating a new marketing plan because it allows a company to stay motivated and focused on making sure they are giving the company a chance at success (Johnson, n.d.). That is why with this plan I will have a 5-10 year plan attached to it because I feel that the short-term goals will help Gatorade increase employee production and that will ultimately increase Gatorade’s profit and market share. The short-term tasks of this plan include; having at least 1 million followers on all are social media outlets in 2-3 years or less from when this plan is integrated and a 65-70 percent customer participation rating in all Gatorade’s contests and discussions on their social media outlets in 3-5 years. I focused on the social media aspect for the plan’s short-term goals because I feel that having Gatorade focus on customer involvement and interaction will help the company grow now and 20 years from now when the world is even more technological.

Gatorade is a dominating force in the sports drink industry. The company has had a sustainable competitive advantage for over 40 years by means of constant product innovation. By repeatedly analyzing its marketing environment, the company has been able to maintain their advantage, keep their share of markets, and capture shares of new markets.

The Gatorade Sport Science Institute, founded in Barrington, was interested in athletes’needs at a pro level. It held scientific research in sports and improved the number and the quality of the products. They also developed several flavors for each product. The aim of this institute is to optimize the health and performance of athletes through new products which have several functions : Hydration, Sport nutrition, Training and performance.

Through market research, we have discovered two key findings about this target market that will shape a new marketing strategy for POWERade. Our first key finding addresses what factors are important when choosing between sports drinks. Due to its focus on serious athletes, POWERade advertising has focused on the ingredients and benefits of its sports drink, touting itself as superior to rival Gatorade. This is ineffective for mainstream consumers – the most important factor in the buying decision is taste. This will come into play with promotions for POWERade. The second key finding involves the bottled water market. Bottled water is a $9 billion industry domestically, and expanding into this market could result in substantial financial benefits. However, survey data indicates that over 70% of respondents do not consider sports drinks a substitute for water. Thus, we propose marketing two different products: one aimed at the bottled water market and one at the sports drink market.