GATORADE

BACKGROUND INFORMATION
o First made in 1965, for the University of Florida football team (BOOOO!!!!) o Developed to replace fluids and help prevent dehydration o Invented by Dr. Dana Shires and Dr. Robert Cade o A carbohydrate-electrolyte beverage o Stokely Van Camp bought the rights to Gatorade in 1967. o In 2001, Pepsi bought Quaker Oats who owned the rights to Gatorade.

The Science of Hydration

Products Original Gatorade Thirst Quencher Gatorade Fierce Gatorade Frost Gatorade Xtremo

Products Gatorade Nutrition Shake Gatorade Energy Drink Gatorade Energy Bar

PPropel Fitness Water

Propel is a lightly flavored water with essential vitamins and just 10 calories. Available in four natural flavors including Lemon, Berry, Black Cherry and Orange, Propel is currently the market leader in the rapidly growing fitness water category. category.

How does Gatorade Compare?

Boost Plus $11
Weight Gain, Liquid, Mead Johnson

Gatorade $4
Recovery, Liquid, Gatorade

Worldwide Carbo Rush $42

Protein, Liquid, Worldwide Sport Nutrition

Red Bull $2
Energy, Liquid, Red Bull

Online Store
Packs-The On-the-Go, Game Day, and Filler packs offer the most researched sports beverage in the world, Gatorade Thirst Quencher, in combination with Gatorade cups, coolers, and squeeze bottles. Coolers/Bottles/Towels-Stock up on these sideline favorites

Products-The Gatorade Performance Series, including Gatorade Thirst Quencher, Gatorade Nutrition Shake, Gatorade Energy Drink and Gatorade Energy Bar, is a proven line of sports nutrition products that helps give athletes what they need to maximize athletic performance.

Advertisement
TARGET MARKET: Athletes CURRENT SLOGAN: Is it in you? TYPES of ADS: commercials, web site, print, sponsorship, partnerships, promotion ,etc.

Endorsements
Gatorade scored a slam
dunk in 1991 when it tabbed
Other Endorsers include,

Jordan to become its

first athlete endorser.
Although the sports drink brand already dominated store shelves, millions of people still have the

Derek Jeter Mia hamm Vince Carter Peyton Mannin Yao Ming

"Be

Like Mike" jingle stuck in

their head so many years later

Commercials
1984 Gatorade is Thirst Aid 1999 Gatorade commercial 2003 Propel

Problems with Jordan

The use of Jordan in marketing campaigns came into question. Experts predicted his public image would be tainted and his endorsement contracts would disappear. Gatorade had to decide what to do.

Gatorades marketing research project

Gatorade conducted phone surveys to better understand customers opinions of Jordan. The results showed that the majority of the people associated him with basketball and the NBA- not gambling. NBAGatorade decided to stick with JordanJordanGatorade sales continued to increase faster than the industrys in the 1990s.

Powerade
Around this time last year, Rohan Oza, Oza, senior brand manager for Powerade, declared: "We're going to war . . . [Gatorade's] going down. [Gatorade's] We're extremely confident. We have a team here who knows exactly what they're doing."

Powerades numbers
It is still #2 in the sports drink industry. Gatorade commands more than 81% of the market with $1.6 billion in sales. Powerade sales volume has exploded 46% at the expense of Gatorade.

Expanding the Market

Xtremo for the Latino Market Gatorade for Tweens (kids ages 8-12) 8The Gatorade E.D.G.E. Bottle

XTREMO
In March of 2002, The Gatorade Company launched Gatorade Xtremo. This product was introduced primarily for the Latino population. This new product consisted of exotic blends of fruit flavors that was accompanied by a bilingual label. Xtremo is stocked in grocery and convenience stores in markets with a large Latino population. Spanish Language Ads

Tweens
Gatorade targets kids ages 8 years old to 12 years old Gatorade wanted kids to feel that they were All-Stars like their athletic Allrole models. The flavors developed for this market received rave reviews.

The E.D.G.E. Bottle

Ergonomically Designed Gatorade Experience Wanted to introduce a new way to effectively re-hydrate athletes quickly re200 subjects in 8 U.S. cities were researched at sporting events and construction sites where it was found that the bottle was effective The bottle consisted of a squeezable grip zone and a twistable mouthpiece that allowed easy access and flow of the drink.

Recent Programs
Defeat the Heat Program

NASCAR Affiliation

Defeat the Heat

Campaign to protect kids from heat illness After a 10 year old boy collapsed on a sports field, he and his mom helped initiate Defeat the Heat which was sponsored by Gatorade, National Athletic Trainers Assoc., and SAFE KIDS. This program teaches kids the importance of staying hydrated while playing sports.

Gatorade loves Racing

Gatorade has become a huge influence on NASCAR racing by becoming a huge sponsor. They introduced the G.I.D.S. (Gatorade InIn-Car Drinking System) to give drivers fluids during long races. Makes getting fluids easier Gatorade is able to advertise heavier now during a sporting event that has a huge fan base that increases every year.

Gatorade Trivia
Where did the name Gatorade originate from? Last season, NFL teams drank more than _________ gallons of Gatorade. What was the first flavor of Gatorade? Gatorade has ___ flavors to chose from.

Trivia Cont.
Who are some of the athletes that Gatorade tests? Which athlete has Gatorade recently signed a promotional contracted with?

www.gatorade.com