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Marketing Plan for the Gatorade Company, Inc.

Essay by   •  April 14, 2017  •  Research Paper  •  1,845 Words (8 Pages)  •  1,143 Views

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Executive Summary

The Gatorade Company, Inc. is a brand dedicated to providing beverages and food products, especially sports drinks. The Gatorade was created by a group of students from University of Florida. It is known as a product that is a combination of water, carbohydrates and electrolytes in order to solve the problem of exhaustion due to sweating during sports .The Gatorade is manufactured and marketed by Stoke-Van Camp, and then Gatorade brand was bought by Quaker Oats Company in 1987. Gatorade has been owned by PepsiCo since 2011 and has widely presented in 80 countries around the world. Gatorade has been perfecting itself to produce a variety of products suitable for all customers who are interested in sports drinks with natural flavors and health benefits, such as: products before games (pre-games product), Perform 2 (during-game products) and protein products which help complement muscles after games.

The company's main challenges are:

1. Creating a closer relationship with the market in order to increase its market share.

2. Strengthening existing distribution channels and finding new distribution channels.

3. Enhance communication with existing partners and by that way to get closer to customers.

Gatorade has a mission to achieve during gaining its shares and belief from customers and market:

To quench thirst and nutritionally replace fluids lost through exercise by supplying, sampling and selling Gatorade to athletes of all ages and skill levels.

And its vision is to lead development - flavors, formulations, distribution channels, innovative marketing techniques - of the active thirst market in the following time.

This marketing plan is going to provide opportunities to Gatorade to expand its business and share by its products.

Current marketing Analysis

Gatorade is currently ranked first in the industry of sports drinks with 75% market shares in the whole industry in the US. Gatorade is also known as the 4th best-selling product of the 10 best-selling products of Pepsi and it contributes $ 7 billion per year to Pepsi. This industry is growing faster because people are more concerned about healthy foods and drinks, and low calorie drinks are the topic here. Therefore, Gatorade is facing huge competition from competitors such as Coke Powerade, Vitamin Water and Lucozade brands of British Sport of UK.

  1. Product: Gatorade products are very diverse, and are divided into 2 segments.
  1. Thirst Quencher:
  1. Original: there are 17 flavors with 12oz and 20 oz bottle. Those flavors are: Lime cucumber, Orange, Lemon Ice, Rain-Berry, Berry, Rain-Lime, Rain- Strawberry-Kiwi, Watermelon Citrus, Strawberry-Watermelon, Tangerine, X-factor fruit punch + berry, Citrus Cooler Xtremo, Mango Xtremo, Cool Blue, Fruit Punch, Lemon-Lime, Lemonade.
  2. Frost with light and crisp flavors: there are 5 flavors and 20 oz per bottle. Those flavors are: Frost Tropical Mango, Frost Glacier Cherry, Frost Glacier Freeze, Frost Orange Strawberry, Frost Riptide Rush
  3. Fierce with bold and intense flavors: there are 6 flavors and 20 oz per bottle. Those flavors are: Fierce Fruit Punch + Berry, Fierce Blue Berry, Fierce Green Apple, Fierce Grape, Fierce Melon, Fierce Strawberry.
  1. Sports Fuel:
  1. Protein:
  1. Whey Protein Powder Bunk: “Gatorade Recover Whey Protein Powder helps athletes rebuild what they break down after practice or the big game.” There are two flavors: chocolate and vanilla
  2. Whey protein powder single use: 2.5 oz (71g). Gatorade Recover “Whey Protein Powder is scientifically formulated to aid muscles during the rebuilding process after a long work out or game.” There are two flavors: Chocolate and vanilla.
  3. Protein Shake: there are four flavors: chocolate, vanilla, cookies & Crème and peanut butter chocolate.
  4. Whey protein bar: “With a mix of carbs and protein, Recover Whey Protein Bars fuel muscle recovery to help bring muscles back to life.” There are 5 flavors: chocolate chip, chocolate pretzel, chocolate caramel, cookies & crème, mint chocolate crunch.
  1. Energy
  1. Energy chews: “Built to adapt to your game, Prime Energy Chews let you call the shots when it comes to energy. Eat all six carbs chews before training to prep muscles for action, or in the midst of competition to resupply fuel levels.”There are 4 flavors: Cool Blue, Fruit punch, Green apple, and Strawberry.
  2. Fuel Bar: “Gatorade Fuel Bars are the new way to fuel up for athletic activity. With carbohydrates and protein, every bar provides convenient on-the-go fuel to help athletes compete.” Gatorade Fuel Bars come in three delicious flavors: Chocolate Chip, Oatmeal Raisin and Honey Oat.
  3. Sports Fuel Drink: “Before you step between the lines, know you have what it takes to compete. Take down a Prime Sports Fuel Drink in the moments leading up to a game or practice for a blend of energy that helps you start strong.”There are 3 flavors: Berry, Fierce Grape and Fruit Punch.
  1. Hydration
  1. Low-Calorie G2 powder: “The lightest way to help replace what you sweat out. G2 hydrates with the same electrolyte formula of Gatorade Thirst Quencher, but has less than half the carbs and calories of the Original G.” There are 3 flavors: Fruit Punch, Fierce Grape, and Glacier Freeze.
  2. Thirst Quencher Powder: “Just add water to hydrate with the most scientifically researched and game-tested way to replace electrolytes lost in sweat. Hydrating better than water, Gatorade Thirst Quencher Powder is trusted by some of the world’s best athletes.”There are 3 sizes: 50.9 oz, 21 oz and 8-pack with 4 flavors: Fruit Punch, Glacier Freeze, Lemon Lime, and Orange.
  1. Price: Gatorade was originally under the premium pricing strategy. Then, Gatorade did some market and competitors research due to the pressure from the market. Current new price of Gatorade does not make it difficult for customers to make purchasing decisions. The strategy now is that high price will affect the volume of sales.
  1. Thirst Quencher:
  1. Original: approximately 65 cents per 20 oz bottle and 52 cents per 12 oz bottle. (According to Walmart)
  2. Frost with light and crisp flavors: approximately 65 cents per 20 oz bottle. (According to Walmart)
  3. Fierce with bold and intense flavors: approximately 65 cents per 20 oz bottle. (According to Walmart)
  1. Sports Fuel:
  1. Protein:
  1. Whey Protein Powder Bunk: $26.99 per can for 17 servings.
  2. Whey protein powder single use: $10.69 for a pack of 6.
  3. Protein Shake: $29.79 for a pack of 12.
  4. Whey protein bar: $17.79 for a pack of 12.
  1. Energy
  1. Energy chews: $15.99 for a pack of 16.
  2. Fuel Bar: $13.99 for a pack of 12.
  3. Sports Fuel Drink: $24.99 for a pack of 20.
  1. Hydration
  1. Low-Calorie G2 powder: $3.99 for a pack of 8.
  2. Thirst Quencher Powder: $8.99 per 50.9 oz canister, $3.99 per 21oz pouch or a pack of 8.
  1. Distribution: Gatorade distributes its product online through its website and and Gatorade has been present in 80 countries around the world including major markets such as Canada, UK, USA and Australia. Especially in the US market, Gatorade is holding 75% of sports drinks market share. Gatorade can be found very easily in supermarkets, grocery stores or health stores. Currently, GNC has exhibited items of Gatorade in their shelves.
  2. Promotion:

Gatorade is using two advertising forms such as online and offline. This is a very effective way to create a strong perception in the minds of customers. Online advertising on several official websites of sports channels such as and Sports Zone or This form of advertising is now very popular and efficient, especially for younger generation.

Gatorade has become the official drink for the NFL, NBA, USA Basketball, US Soccer Federation, AFL and other athletic organizations. In 1990, Michael Jordan affirmed that his favorite drink was Gatorade, and this confirmation helped the sale of Gatorade increase significantly. Currently, Gatorade signed some advertising deals with big stars in the sports world as: Derek Jeter, Tiger Woods, Dwight Howard, Kerri Walsh, Usain Bolt and Serena Williams. It is quite understandable when big stars like those prefer a specific drink. As a result, that product should be very tasty and good for people’s health.



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