Marketing Strategy of Gatorade – Gatorade Marketing Strategy: Gatorade has been more than 50 years old, and the company helps athletes all over the world maximize their potential and increase their energy levels. It was initially developed in the year 1960 by researchers who wanted to aid Gators in football in Florida to avoid dehydration during the hot temperatures. Gatorade’s research and development team constantly strives to comprehend the nutritional requirements of athletes and provide products that will assist them in enhancing their performance.
Gatorade At A Glance – Marketing Strategy of Gatorade
CEO: Brett O’Brien
Founder: Robert Cade | Harry James Free | Dana Shires | Alejandro de Quesada
Year founded: 1965
Headquarters: Chicago, Illinois, United States
Annual Revenue: US$20.19 Billion
Profit | Net income: US$2.10 Billion
Number of employees: 3,000
Products & Services: Gatorade Carbohydrate Energy Drink | Gatorade Protein Recovery Shake | The Gatorade Nutrition Shake | The Gatorade Nutrition Bar
Competitors: Red Bull | Schweppes | Lucozade | Glucon-D | Powerade | Tropicana | Olvi Plc | Monster Beverage | Frucor Beverages | Carlsberg
Gatorade Fun Facts: Michael Jordan was offered $1.4 million per year for ten years in 1991 to be the face of Gatorade.
Marketing Strategy of Gatorade
Gatorade’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Gatorade? Let’s discuss this.
Segmentation, Targeting, Positioning – Gatorade Marketing Strategy
Gatorade employs psychological as well as sociographic segmentation to meet the ever-changing needs of customers in a better manner.
The targeting technique is utilized by businesses to know if it is better to offer identical products for all customers or different products to cater to different segments of customers. Gatorade employs targeted targeting that is different from the standard strategy to better understand the various customer groups and their preferences in taste.
Positioning assists in knowing what positioning helps in understanding where the brand is perceived in the mind of the customer. Gatorade is a brand with a 46 percent market share across the world in the drinks for sports marketplace and Gatorade has made this possible thanks because of its value-driven position strategies.
Gatorade Mission Statement
Gatorade Vision Statement
“Helping athletes to improve performance by facilitating proper hydration and nutrition”
Competitive Advantage – Marketing Strategy of Gatorade
Product Line: Gatorade has a large number of sub-brands within its Gatorade brand, and all sub-brand has large stock-keeping units (SKUs) which help the company make it more appealing and demanding.
Solid Parent Organization: Pepsico is a stable and strong Parent company with expertise and resources to help Gatorade in utilizing its networks and resources it has to support the expansion of its business, in terms of extension of its product lines, brand extension, and entering new markets.
BCG Matrix – Gatorade Marketing Strategy
Gatorade’s product ranges Gatorade is Stars on the BCG matrix in the advanced nations however in the developing countries it’s struggling, and this is why it’s unanswered in developing nations.
Distribution Strategy – Marketing Strategy of Gatorade
Diverse distribution models are employed by Gatorade in accordance with market conditions and the profile of the customer. Gatorade is sold via retail stores, supermarkets Kirana grocery shops, online websites as well as third-party suppliers of this product.
Brand equity – Gatorade Marketing Strategy
In the words of Forbes Magazine, Gatorade stands 86 ranked as one of the top brands in the world, worth $ 4.8 billion. In 2010, Gatorade changed the name of several of its products and changed the name of its brand Gatorade G while it rebranded certain sub-brands. It has ties with numerous sports athletes organizations including NBA, USA Basketball, Indian Super League, etc.
Competitive Analysis – Gatorade Marketing Strategy
In a marketplace in which a variety of energy drinks and fruit drinks replacement products or alternatives are readily available, however, the marketing and promotional costs are excessive. Large Giants in the non-alcoholic beverage segment have the same strategy and goals which require that they are innovative in order to distinguish themselves and create unique marketing campaigns that could help businesses to stand out from the others.
Market Analysis – Marketing Strategy of Gatorade
The market for energy food and drinks is competitive and is facing intense competition from national, local, international and alternative products. The rising cost of raw materials and the power of bargaining of suppliers and the saturation of the expansion of the market have a negative impact on the players in the sector.
Customer Analysis – Gatorade Marketing Strategy
The customers of Gatorade are those who are sportsmen or athletes between the ages of 20 and 40 who need energy drinks for their games or exercise routine in everyday life.
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