GATORADEGATORADE

BACKGROUND BACKGROUND INFORMATIONINFORMATION

o First made in 1965, for the University of Florida football

team (BOOOO!!!!)

o Developed to replace fluids and help prevent dehydration

o Invented by Dr. Dana Shires and Dr. Robert Cade

o A carbohydrate-electrolyte beverage

o Stokely Van Camp bought the rights to Gatorade in 1967.

o In 2001, Pepsi bought Quaker Oats who owned the rights to Gatorade.

The Science of Hydration

Original Gatorade Original Gatorade Thirst QuencherThirst Quencher

Gatorade FierceGatorade Fierce

Gatorade Frost Gatorade Frost

Gatorade Xtremo Gatorade Xtremo

Products

ProductsProducts

Gatorade Nutrition Gatorade Nutrition Shake Shake

Gatorade Energy Gatorade Energy DrinkDrink

Gatorade Energy Gatorade Energy BarBar

PPPropel Fitness WaterPropel Fitness WaterPropel is a lightly Propel is a lightly flavored water with flavored water with essential vitamins and essential vitamins and just 10 calories. just 10 calories.

Available in four natural Available in four natural flavors including flavors including Lemon, Berry, Black Lemon, Berry, Black Cherry and Orange, Cherry and Orange, Propel is currently the Propel is currently the market leader in the market leader in the rapidly growing fitness rapidly growing fitness water categorywater category..

How does Gatorade Compare?How does Gatorade Compare?

Boost Plus $11

Weight Gain, Liquid, Mead Johnson

Gatorade $4

Protein, Liquid, Worldwide Sport Nutrition

Worldwide Carbo Rush $42

Energy, Liquid, Red Bull

Red Bull $2

Recovery, Liquid, Gatorade

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.

AdvertisementAdvertisement

TARGET MARKET: AthletesTARGET MARKET: Athletes

CURRENT SLOGAN: Is it in you?CURRENT SLOGAN: Is it in you?

TYPES of ADS: commercials, web TYPES of ADS: commercials, web site, print, sponsorship, partnerships, site, print, sponsorship, partnerships, promotion ,etc. promotion ,etc.

GatoradeGatorade scored a slam scored a slam dunk in 1991 when it tabbed dunk in 1991 when it tabbed

JordanJordan to become its to become its first first athlete endorserathlete endorser. Although . Although the sports drink brand already the sports drink brand already dominated store shelves, dominated store shelves, millions of people still have millions of people still have

the the "Be Like Mike""Be Like Mike" jingle jingle stuck in their head so many stuck in their head so many yearsyears laterlater

Other Endorsers include, Other Endorsers include,

Derek JeterDerek Jeter

Mia hammMia hamm

Vince CarterVince Carter

Peyton ManningPeyton Manning

Yao MingYao Ming

EndorsementsEndorsements

CommercialsCommercials

1984 Gatorade is Thirst Aid 1984 Gatorade is Thirst Aid

1999 1999 Gatorade commercialGatorade commercial

2003 Propel2003 Propel

Problems with JordanProblems with Jordan

The use of Jordan in marketing The use of Jordan in marketing campaigns came into question.campaigns came into question.

Experts predicted his public image Experts predicted his public image would be tainted and his would be tainted and his endorsement contracts would endorsement contracts would disappear.disappear.

Gatorade had to decide what to do.Gatorade had to decide what to do.

Gatorade’s marketing research Gatorade’s marketing research projectproject

Gatorade conducted phone surveys to Gatorade conducted phone surveys to better understand customers’ opinions of better understand customers’ opinions of Jordan.Jordan.

The results showed that the majority of The results showed that the majority of the people associated him with basketball the people associated him with basketball and the NBA- not gambling.and the NBA- not gambling.

Gatorade decided to stick with Jordan- Gatorade decided to stick with Jordan- Gatorade sales continued to increase Gatorade sales continued to increase faster than the industry’s in the 1990’s.faster than the industry’s in the 1990’s.

PoweradePowerade

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

Powerade’s numbersPowerade’s numbers

It is still #2 in the sports drink It is still #2 in the sports drink industry.industry.

Gatorade commands more than 81% Gatorade commands more than 81% of the market with $1.6 billion in of the market with $1.6 billion in sales.sales.

Powerade sales volume has exploded Powerade sales volume has exploded 46% at the expense of Gatorade.46% at the expense of Gatorade.

Expanding the MarketExpanding the Market

““Xtremo” for the Latino MarketXtremo” for the Latino Market

Gatorade for Tweens (kids ages 8-12)Gatorade for Tweens (kids ages 8-12)

The Gatorade E.D.G.E. BottleThe Gatorade E.D.G.E. Bottle

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

TweensTweens

Gatorade targets kids ages 8 years Gatorade targets kids ages 8 years old to 12 years oldold to 12 years old

Gatorade wanted kids to feel that Gatorade wanted kids to feel that they were All-Stars like their athletic they were All-Stars like their athletic role models.role models.

The flavors developed for this market The flavors developed for this market received rave reviews.received rave reviews.

The E.D.G.E. BottleThe E.D.G.E. BottleErgonomically Designed Gatorade ExperienceErgonomically Designed Gatorade Experience

Wanted to introduce a new way to effectively Wanted to introduce a new way to effectively re-hydrate athletes quicklyre-hydrate athletes quickly

200 subjects in 8 U.S. cities were researched 200 subjects in 8 U.S. cities were researched at sporting events and construction sites at sporting events and construction sites where it was found that the bottle was where it was found that the bottle was effectiveeffective

The bottle consisted of a squeezable grip The bottle consisted of a squeezable grip zone and a twistable mouthpiece that zone and a twistable mouthpiece that allowed easy access and flow of the drink.allowed easy access and flow of the drink.

Recent ProgramsRecent Programs

Defeat the Heat ProgramDefeat the Heat Program

NASCAR AffiliationNASCAR Affiliation

Defeat the HeatDefeat the HeatCampaign to protect kids from heat illnessCampaign to protect kids from heat illness

After a 10 year old boy collapsed on a After a 10 year old boy collapsed on a sports field, he and his mom helped sports field, he and his mom helped initiate Defeat the Heat which was initiate Defeat the Heat which was sponsored by Gatorade, National Athletic sponsored by Gatorade, National Athletic Trainers’ Assoc., and SAFE KIDS.Trainers’ Assoc., and SAFE KIDS.

This program teaches kids the importance This program teaches kids the importance of staying hydrated while playing sports.of staying hydrated while playing sports.

Gatorade loves RacingGatorade loves RacingGatorade has become a huge influence on Gatorade has become a huge influence on NASCAR racing by becoming a huge NASCAR racing by becoming a huge sponsor.sponsor.

They introduced the G.I.D.S. (Gatorade In-They introduced the G.I.D.S. (Gatorade In-Car Drinking System) to give drivers fluids Car Drinking System) to give drivers fluids during long races.during long races.

Makes getting fluids easierMakes getting fluids easier

Gatorade is able to advertise heavier now Gatorade is able to advertise heavier now during a sporting event that has a huge during a sporting event that has a huge fan base that increases every year.fan base that increases every year.

Gatorade TriviaGatorade TriviaWhere did the name Where did the name Gatorade originate Gatorade originate from?from?

Last season, NFL teams Last season, NFL teams drank more thandrank more than

_________ gallons of _________ gallons of Gatorade.Gatorade.

What was the first What was the first flavor of Gatorade?flavor of Gatorade?

Gatorade has ___ Gatorade has ___ flavors to chose from.flavors to chose from.

Trivia Cont.Trivia Cont.

Who are some of the athletes that Who are some of the athletes that Gatorade tests?Gatorade tests?

Which athlete has Gatorade recently Which athlete has Gatorade recently signed a promotional contracted signed a promotional contracted with?with?

www.gatorade.comwww.gatorade.com