Gatorade Research Paper
Gatorade
Corporate Overview
Gatorade was the original sports drink. Since its inception in the 1960s, Gatorade has dominated the market for sport and isotopic energy drinks. Initially it was developed by university researchers Robert Cade, Harry James Free, and Alejandro de Quesada for the Florida Gators football team as an electrolyte and carbohydrate replenishing liquid. After the dramatic success of the team, other colleges and universities placed large orders to serve their own collegiate sports teams. Today, Gatorade can be found on the sidelines of over 70 collegiate and divisional teams. It has also become the official drink of major organizations such as the NFL, MLB, NBA, and PGA.
Ownership
The Gatorade brand was produced and …show more content…
The information gathered from this research has enabled Gatorade to formulate newer and better products to serve athletes even in the most extreme of conditions. Some of these products include the Gatorade energy drink, the Gatorade energy bar and Gatorade’s very own protein shake. Introduction of these products created a slight divergence from the company’s roots i.e. sports drinks, but the response has been phenomenal. Currently Gatorade has several product lines that cater to the athletic hydration and nutrition …show more content…
After its introduction in 1987, Red Bull started to fill the void within the sparsely populated energy drinks market and quickly grew to become a household name. With approximately 45 percent in current market share, Red Bull towers above all of its competition in the energy drinks market. Utilizing highly effective marketing tactics that involve TV and radio ads, sponsorship agreements and celebrity endorsements, Red Bull has converted many top athletes causing a slight shift from sport drinks to energy drinks within the general public. Over the years, this trend has caused concern to Gatorade and its competitors since it directly affects sales
Corporate Overview
Gatorade was the original sports drink. Since its inception in the 1960s, Gatorade has dominated the market for sport and isotopic energy drinks. Initially it was developed by university researchers Robert Cade, Harry James Free, and Alejandro de Quesada for the Florida Gators football team as an electrolyte and carbohydrate replenishing liquid. After the dramatic success of the team, other colleges and universities placed large orders to serve their own collegiate sports teams. Today, Gatorade can be found on the sidelines of over 70 collegiate and divisional teams. It has also become the official drink of major organizations such as the NFL, MLB, NBA, and PGA.
Ownership
The Gatorade brand was produced and …show more content…
The information gathered from this research has enabled Gatorade to formulate newer and better products to serve athletes even in the most extreme of conditions. Some of these products include the Gatorade energy drink, the Gatorade energy bar and Gatorade’s very own protein shake. Introduction of these products created a slight divergence from the company’s roots i.e. sports drinks, but the response has been phenomenal. Currently Gatorade has several product lines that cater to the athletic hydration and nutrition …show more content…
After its introduction in 1987, Red Bull started to fill the void within the sparsely populated energy drinks market and quickly grew to become a household name. With approximately 45 percent in current market share, Red Bull towers above all of its competition in the energy drinks market. Utilizing highly effective marketing tactics that involve TV and radio ads, sponsorship agreements and celebrity endorsements, Red Bull has converted many top athletes causing a slight shift from sport drinks to energy drinks within the general public. Over the years, this trend has caused concern to Gatorade and its competitors since it directly affects sales