Gatorade Marketing Mix: Gatorade concentrates on food products and drinks that have a connection to sports. The American brand is marketed around its signature sports drinks. Gatorade was launched in its commercial marketplace in 1965 by a group of researchers from the ‘University of Florida.
The idea behind this invention was to replenish the different components, including Electrolytes, carbohydrates, and water, that the body loses in sweating during competitions in athletics and intense training. Stokely-VanCamp first introduced the drink and was then acquired by PepsiCo in 2001. According to worldwide sales of sale of retail, the beverage is at the fourth spot, and its main competitors worldwide include Lucozade Sport in England and PowerAde and Vitamin water from the Coca-Cola brand.
Marketing Mix Of Gatorade
The marketing Mix Of Gatorade is brand-based. In Marketing Mix Of Gatorade, We will Learn About the four key elements of Marketing Mix: products, place, price, and Promotions. By paying attention to the following four components of the marketing mix, a business can maximize its chances of a product being recognized and bought by customers. We will be discussing Gatorade Marketing Mix. Below is the detailed Marketing Mix Of Gatorade.
Let’s talk about Gatorade Marketing Mix.
Gatorade Main Competitors
- Red Bull
Gatorade official website: www.gatorade.com
Product in the Gatorade Marketing Mix:
In its early years, Gatorade was available in liquid and powder form with two distinctive flavors: orange and lemon-lime. After twenty years, in 1983, the flavor “Fruit Punch’ was launched, and in 1988, the flavor “Citrus Cooler was introduced. The company also introduced chewing gum for the “Gator gum” market, which was sold in the original flavors and the new. The flavors included Watermelon in 1995 and Mandarina, Cherry Rush, and Strawberry Kiwi in 1996. In 1997, “Gatorade” was launched as a sub-line to expand its appeal beyond conventional brands. The flavors included Riptide, The Rush Alpine Snow, and Glacier Freeze.
The massive sales exceeded even the business’s hopes. In 2001, ‘Gatorade’s Energy Bar’ was introduced to customers as full of carbohydrates and proteins. The company later introduced products to aid in athletes’ nutrition, including Gatorade Protein Recovery Shake, Gatorade Carbohydrate Energy Drink, Gatorade Nutrition Bar, and Gatorade Nutrition Shake. In 2002, Gatorade ice with Watermelon, Orange, Lime, and Strawberry was introduced. In 2007, ‘G2’, a low-calorie drink, came onto the market and is still available with flavors like Glacier Freeze, Raspberry Melon, Blueberry-Pomegranate Tropical blend, Lemon-line, Grape, Fruit Punch, and Orange. In 2008, a drink that quenched thirst, “Gatorade Tiger,” was launched in Cherry with grape lemon line and grape flavors.
Place in the Gatorade Marketing Mix:
The distribution system of the drinks spans over eighty countries. The market for this drink comprises countries like Canada, the United Kingdom, the USA, and Australia. In the USA, Gatorade holds 34% of the category of drinks for sports. Gatorade sporting drinks can be accessible in major malls and supermarkets. Stores and stores, such as the GNC, are being set up to ensure that the Gatorade brand drink is readily available to any interested user and athlete. Gatorade drinks can also be purchased through postal services. High school and college students can purchase this drink through “Athletic Team dealers.”
Price in the Marketing Mix Of Gatorade:
Gatorade’s pricing strategy initially was premium pricing, but it later changed its policy to a competitive pricing policy when competitors began to give them a strong competitive market. The pricing is determined following extensive research. Analysts calculate the cost of their products and then conduct a market study about the preferences of consumers and the cost of competing products. The prices are designed to ensure that it isn’t difficult for the consumer to purchase the product. The cost of items varies based on the powders or drinks. If the price is too high and the volume is high, it will go down, impacting the revenue. Therefore, a simple and rational pricing strategy is crucial.
Promotions in the Gatorade Marketing Mix:
The company’s advertising policy is broadcast in both offline and online media to ensure that awareness is built and nourished in customers’ minds. Online ads for Gatorade products are displayed on websites for sports like NBA.com and Sports Zone, as well as the official site Gatorade.com. Promos online are more affordable and more popular with young, tech-savvy people.
Advertising for Gatorade stated that the body heals quicker after drinking the drink. Gatorade is now the official drink of the NFL, NBA, USA basketball, US Soccer Federation, AFL, and other sports organizations. In 1988, following the release of the Citrus Cooler, Michael Jordan in the early 1990s declared that this was the most-loved drink and that it was his favorite day. The sales grew by a staggering amount. It was a 10-year contract with the NBA superstar, and the promotion strategy was an instant blockbuster. Many sportspersons have been signed to promote the company’s strategies, including Derek Jeter, Tiger Woods, Dwight Howard, Kerri Walsh, Usain Bolt, and Serena Williams because they are healthy, and if they have endorsed the product, that indicates that the drinks are great.
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