Gatorade- Marketing Strategies
Gatorade: The G Series
Mustafa Hamade, Mike Militello, Mahmoud Farhat, Salmaan Ahmad, Aqueelah Abdullah, Somaya Elkattan
Marketing 352-002 Chris Samfilippo
12/14/2010
Table of Contents Introduction………………………………………………………………………………..3
Executive Summary……………………………………………………………………….3
History……………………………………………………………………………………..3
Previous Marketing Strategies…………………………………………………………….6 Product Placement………………………………………………………………………...9 Gatorade’s Objective: Reverse Market Share Loss……………………………….……..12
Poor Leadership………………………………………………………………………….12 A Senseless Marketing Strategy………………………………………………………....13
Confusion………………………………………………………………………………...14
Mixed Emotions………………………………………………………………………….14 New Products to Regain Market Share…………………………………………………..15 New Marketing Strategies………………………………………………………………..16 Conclusion……………………………………………………………………………….18 Works Cited 20
Introduction
After long and humid days, dehydration caused many football players to become easily rundown. Therefore, four coaches of a football team collaborated together to create a drink that will help their team players replenish their thirst. The drink was created and tested on freshman players and significant results were sustained. The very next day the varsity team started using the drink and it was a success since.
Executive Summary
This paper discusses the history and major marketing strategies used by the owners of Gatorade to segment the sports drink market. The types of market coverage strategies Gatorade used during the early stages of the sports drink market life cycle, the types of coverage strategies Gatorade previously and currently used will be discussed. Given will be a brief history of Gatorade from its inception at the University of Florida, how it was marketed in the past, product placement, how they wanted to reverse their market share loss, and the new marketing strategy they have created to recover from a previous faulty marketing strategy. We will be concluding by showing Gatorades
Mustafa Hamade, Mike Militello, Mahmoud Farhat, Salmaan Ahmad, Aqueelah Abdullah, Somaya Elkattan
Marketing 352-002 Chris Samfilippo
12/14/2010
Table of Contents Introduction………………………………………………………………………………..3
Executive Summary……………………………………………………………………….3
History……………………………………………………………………………………..3
Previous Marketing Strategies…………………………………………………………….6 Product Placement………………………………………………………………………...9 Gatorade’s Objective: Reverse Market Share Loss……………………………….……..12
Poor Leadership………………………………………………………………………….12 A Senseless Marketing Strategy………………………………………………………....13
Confusion………………………………………………………………………………...14
Mixed Emotions………………………………………………………………………….14 New Products to Regain Market Share…………………………………………………..15 New Marketing Strategies………………………………………………………………..16 Conclusion……………………………………………………………………………….18 Works Cited 20
Introduction
After long and humid days, dehydration caused many football players to become easily rundown. Therefore, four coaches of a football team collaborated together to create a drink that will help their team players replenish their thirst. The drink was created and tested on freshman players and significant results were sustained. The very next day the varsity team started using the drink and it was a success since.
Executive Summary
This paper discusses the history and major marketing strategies used by the owners of Gatorade to segment the sports drink market. The types of market coverage strategies Gatorade used during the early stages of the sports drink market life cycle, the types of coverage strategies Gatorade previously and currently used will be discussed. Given will be a brief history of Gatorade from its inception at the University of Florida, how it was marketed in the past, product placement, how they wanted to reverse their market share loss, and the new marketing strategy they have created to recover from a previous faulty marketing strategy. We will be concluding by showing Gatorades
Cited: Cook, B. (2002, May 6). Gatorade endures. Retrieved November 29, 2010, from brandchannel: http://www.brandchannel.com/features_profile.asp?pr_id=68 Emmerson, K G. (2010). Retrieved November 28, 2010, from Gatorade: http://www.gatorade.com/default.aspx#programs LeGear, J Leigh, K. (2010, July). How does Gatorade Work? Retrieved November 12, 2010, from eHow?: http://www.ehow.com/how-does_4928348_gatorade-work.html O 'Leary, S Robinson, J. (2010, April 23). Gatorade Powder Mix. Retrieved Novemeber 27, 2010, from The Wall Street Jornal: http://online.wsj.com/search/term.html?KEYWORDS=gatorade&mod=DNH_S Rovell, D Volin, B. (2009, January 15). Gatorade 's new marketing plan followed to the letter. Retrieved October 27, 2010, from The Palm Beach Post: http://www.palmbeachpost.com/sports/content/sports/epaper/2009/01/14/a1a_gatorade_0115.html Wallenstein, A