GATORADE

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GATORADE
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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.

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• The Science of Hydration

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Products

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

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Products

• Gatorade Nutrition Shake
• Gatorade Energy Drink
• Gatorade Energy Bar

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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.

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How does Gatorade Compare?
Boost Plus 11
Gatorade 4
Worldwide Carbo Rush 42
Red Bull 2
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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.
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Advertisement

• TARGET MARKET Athletes
• CURRENT SLOGAN Is it in you?
• TYPES of ADS commercials, web site, print,
  sponsorship, partnerships, promotion ,etc.

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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

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Commercials

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

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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.

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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.

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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."

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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.

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Expanding the Market

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

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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

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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.

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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.

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Recent Programs

• Defeat the Heat Program
• NASCAR Affiliation

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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.

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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.

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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.

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Trivia Cont.

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

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www.gatorade.com