Gatorade Marketing Essay
“Exploring the marketing strategy of Gatorade in Albania”
Abstract:
The Albanian market in non-alcoholic sports drinks is still under-developed, owing to demographic, economic and socio-cultural factors. The exclusive distributor of “Gatorade” and the rest of PepsiCo products in Albania and Kosovo has resorted to a fairly limited marketing strategy, aiming at placing the product in the larger supermarket chains that are situated in the higher-income areas surrounding ‘Block’, the upper-end area hosting most of the offices of MNEs, 4 or 5-star hotels, government buildings and the international community.
At this moment, little is done in terms of promotion strategies, incorporating sales promotion efforts in the supermarkets to increase consumer awareness. The order-placing in the points of sale is actually based on a ‘push’ strategy, whereby orders for Gatorade are placed as ‘side’ orders next to the rest of PepsiCo products on the shelves of soft drinks.
Nevertheless, opportunities for further development of the market are observed in the growing percentage of the Albanian population that has a higher disposable income and which is starting to engage in sports activities (mainly 5x5 soccer) as well as the constantly increasing international community of expatriates who work in Tirana, the capital, for an average tenure of three to four years. Most of these potential clients engage in sports (mainly tennis, cycling and jogging).
Evidently, even though the market for non-alcoholic sports drinks is at an introductory phase in Albania, the strong presence of the distributor and the steady increase of the two population segments identified above present opportunities for a more ‘aggressive’ marketing strategy for Gatorade.
Table of Contents
1.0. Introduction 4
2.0. The current marketing strategy of Gatorade in Albania 5
3.0. Recommendations 10
References 11
1.0. Introduction
Gatorade was first developed in the
Abstract:
The Albanian market in non-alcoholic sports drinks is still under-developed, owing to demographic, economic and socio-cultural factors. The exclusive distributor of “Gatorade” and the rest of PepsiCo products in Albania and Kosovo has resorted to a fairly limited marketing strategy, aiming at placing the product in the larger supermarket chains that are situated in the higher-income areas surrounding ‘Block’, the upper-end area hosting most of the offices of MNEs, 4 or 5-star hotels, government buildings and the international community.
At this moment, little is done in terms of promotion strategies, incorporating sales promotion efforts in the supermarkets to increase consumer awareness. The order-placing in the points of sale is actually based on a ‘push’ strategy, whereby orders for Gatorade are placed as ‘side’ orders next to the rest of PepsiCo products on the shelves of soft drinks.
Nevertheless, opportunities for further development of the market are observed in the growing percentage of the Albanian population that has a higher disposable income and which is starting to engage in sports activities (mainly 5x5 soccer) as well as the constantly increasing international community of expatriates who work in Tirana, the capital, for an average tenure of three to four years. Most of these potential clients engage in sports (mainly tennis, cycling and jogging).
Evidently, even though the market for non-alcoholic sports drinks is at an introductory phase in Albania, the strong presence of the distributor and the steady increase of the two population segments identified above present opportunities for a more ‘aggressive’ marketing strategy for Gatorade.
Table of Contents
1.0. Introduction 4
2.0. The current marketing strategy of Gatorade in Albania 5
3.0. Recommendations 10
References 11
1.0. Introduction
Gatorade was first developed in the