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GATORADE

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GATORADE BACKGROUND INFORMATION Original Gatorade Thirst Quencher Gatorade Fierce Gatorade Frost Gatorade Xtremo Products Gatorade Nutrition Shake Gatorade Energy ... – PowerPoint PPT presentation

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Title: GATORADE


1
GATORADE
2
BACKGROUND INFORMATION
  • First made in 1965, for the University of
    Florida football
  • team (BOOOO!!!!)
  • Developed to replace fluids and help prevent
    dehydration
  • Invented by Dr. Dana Shires and Dr. Robert Cade
  • A carbohydrate-electrolyte beverage
  • Stokely Van Camp bought the rights to Gatorade
    in 1967.
  • In 2001, Pepsi bought Quaker Oats who owned the
    rights to Gatorade.

3
  • The Science of Hydration

4
Products
  • Original Gatorade Thirst Quencher
  • Gatorade Fierce
  • Gatorade Frost
  • Gatorade Xtremo

5
Products
  • Gatorade Nutrition Shake
  • Gatorade Energy Drink
  • Gatorade Energy Bar

6
PPropel Fitness Water
  • Propel is a lightly flavored water with essential
    vitamins and just 10 calories.
  • Available in four natural flavors including
    Lemon, Berry, Black Cherry and Orange, Propel is
    currently the market leader in the rapidly
    growing fitness water category.

7
How does Gatorade Compare?
Boost Plus 11
Gatorade 4
Worldwide Carbo Rush 42
Red Bull 2
8
Online Store
Packs-The On-the-Go, Game Day, and Filler packs
offer the most researched sports beverage in the
world, Gatorade Thirst Quencher, in combination
with Gatorade cups, coolers, and squeeze
bottles.
Coolers/Bottles/Towels-Stock up on these sideline
favorites
Products-The Gatorade Performance Series,
including Gatorade Thirst Quencher, Gatorade
Nutrition Shake, Gatorade Energy Drink and
Gatorade Energy Bar, is a proven line of sports
nutrition products that helps give athletes what
they need to maximize athletic performance.
9
Advertisement
  • TARGET MARKET Athletes
  • CURRENT SLOGAN Is it in you?
  • TYPES of ADS commercials, web site, print,
    sponsorship, partnerships, promotion ,etc.

10
Endorsements
  • Gatorade scored a slam dunk in 1991 when it
    tabbed Jordan to become its first athlete
    endorser. Although the sports drink brand already
    dominated store shelves, millions of people still
    have the "Be Like Mike" jingle stuck in their
    head so many years later
  • Other Endorsers include, Derek Jeter
  • Mia hamm
  • Vince Carter
  • Peyton Manning
  • Yao Ming

11
Commercials
  • 1984 Gatorade is Thirst Aid
  • 1999 Gatorade commercial
  • 2003 Propel

12
Problems with Jordan
  • The use of Jordan in marketing campaigns came
    into question.
  • Experts predicted his public image would be
    tainted and his endorsement contracts would
    disappear.
  • Gatorade had to decide what to do.

13
Gatorades marketing research project
  • Gatorade conducted phone surveys to better
    understand customers opinions of Jordan.
  • The results showed that the majority of the
    people associated him with basketball and the
    NBA- not gambling.
  • Gatorade decided to stick with Jordan- Gatorade
    sales continued to increase faster than the
    industrys in the 1990s.

14
Powerade
  • Around this time last year, Rohan Oza, senior
    brand manager for Powerade, declared "We're
    going to war . . . Gatorade's going down. We're
    extremely confident. We have a team here who
    knows exactly what they're doing."

15
Powerades numbers
  • It is still 2 in the sports drink industry.
  • Gatorade commands more than 81 of the market
    with 1.6 billion in sales.
  • Powerade sales volume has exploded 46 at the
    expense of Gatorade.

16
Expanding the Market
  • Xtremo for the Latino Market
  • Gatorade for Tweens (kids ages 8-12)
  • The Gatorade E.D.G.E. Bottle

17
XTREMO
  • In March of 2002, The Gatorade Company launched
    Gatorade Xtremo.
  • This product was introduced primarily for the
    Latino population.
  • This new product consisted of exotic blends of
    fruit flavors that was accompanied by a bilingual
    label.
  • Xtremo is stocked in grocery and convenience
    stores in markets with a large Latino population.
  • Spanish Language Ads

18
Tweens
  • Gatorade targets kids ages 8 years old to 12
    years old
  • Gatorade wanted kids to feel that they were
    All-Stars like their athletic role models.
  • The flavors developed for this market received
    rave reviews.

19
The E.D.G.E. Bottle
  • Ergonomically Designed Gatorade Experience
  • Wanted to introduce a new way to effectively
    re-hydrate athletes quickly
  • 200 subjects in 8 U.S. cities were researched at
    sporting events and construction sites where it
    was found that the bottle was effective
  • The bottle consisted of a squeezable grip zone
    and a twistable mouthpiece that allowed easy
    access and flow of the drink.

20
Recent Programs
  • Defeat the Heat Program
  • NASCAR Affiliation

21
Defeat the Heat
  • Campaign to protect kids from heat illness
  • After a 10 year old boy collapsed on a sports
    field, he and his mom helped initiate Defeat the
    Heat which was sponsored by Gatorade, National
    Athletic Trainers Assoc., and SAFE KIDS.
  • This program teaches kids the importance of
    staying hydrated while playing sports.

22
Gatorade loves Racing
  • Gatorade has become a huge influence on NASCAR
    racing by becoming a huge sponsor.
  • They introduced the G.I.D.S. (Gatorade In-Car
    Drinking System) to give drivers fluids during
    long races.
  • Makes getting fluids easier
  • Gatorade is able to advertise heavier now during
    a sporting event that has a huge fan base that
    increases every year.

23
Gatorade Trivia
  • Where did the name Gatorade originate from?
  • Last season, NFL teams drank more than
  • _________ gallons of Gatorade.
  • What was the first flavor of Gatorade?
  • Gatorade has ___ flavors to chose from.

24
Trivia Cont.
  • Who are some of the athletes that Gatorade tests?
  • Which athlete has Gatorade recently signed a
    promotional contracted with?

25
www.gatorade.com
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