MKT_602_Coleman_Lunt__Final_Marketing_Project_Gatorade_original.doc

Gatorades creative strategic tactical and

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Gatorades’ creative, strategic, tactical, and specifically targeted long term plan to reach their consistent intended audience of amateur athletes and those who remain active, has allowed them to control 80% of their market, attain an extensive amount of sponsors, while working with all the professional sports leagues and leading sports television stations. They are building creative marketing plans to give support to their 4
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Gatorade Analysis deficient segments in both the global and female sports drinking markets. Gatorade acknowledges that they must stay at the cutting edge of advertising and marketing due to the fact that Powerade and Vitamin Water is owned by Coke and can easily steal market share if Gatorade skids. After all, Gatorade has taken decades to establish itself as the far- and-away leader of the pack in this sports drink market, and anyone who hopes to catch up can expect a long, grueling race to the finish line. 4 P’s Analysis Gatorade, in reference to ‘product,’ is a thirst quenching beverage that is designed for athletes, where the target market would be amateur athletes. There are 30 different flavors of Gatorade available in the United States and over 50 available internationally (The Gatorade Company Fact Sheet). Although Gatorade has many different flavors the basic formula is the same in each of them. Gatorade is made up of three main ingredients: electrolytes, carbohydrates, and flavor (Gatorade Thirst Quencher, 2007). As PepsiCo has the largest market share in the beverage market in the United States and is the largest sports drink producer in the world, they have a competitive advantage. Recently, due to higher input costs such as fuel, ingredients, packaging, and manufacturing, Gatorade has had to increase the price of their product. In order to remain competitive, 5
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Gatorade Analysis Gatorade must keep their prices similar to their competitor. Pricing for Gatorade presently is as follows; “cases of 32-ounce Gatorade products have risen by 5.05 percent, or 65 cents; cases of 20-ounce wide-mouth Gatorade will increase 9.06 percent, or $1.35; 24-ounce Edge Gatorade cased will see a 7 percent, or $1.49 percent increase; and a 10 percent increase, totaling $2.19 will be seen on bag-in-box concentrate Gatorade, according to published reports.” (“Gatorade Rise in Price”). With Gatorades strong name in the market, and increasing costs to all competitor companies, this price increase should not affect the sales of Gatorade. Since PepsiCo has thorough distribution objectives, Gatorade can be found anywhere Pepsi products are sold. In order to have an image that is appropriate with all cultures and in all countries around the world, PepsiCo benefits from having a diverse workforce and diverse supplier force which allows them to meet a variety of consumer needs. The Direct Store Delivery or DSD system employed by PepsiCo and other soft drink manufacturers is a distribution method that sidesteps wholesale operations. The product is delivered from independent bottlers directly to the retail store.
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  • Winter '14
  • Gatorade

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