anjalicutek
Anjali Khurana
Marketing Mix of Gatorade : Gatorade is a brand of flavored non-carbonated sports drinks manufactured by the Quaker Oats Company, now a division of PepsiCo. Intended for consumption during physically active occasions, Gatorade beverages are formulated to rehydrate and replenish fluid, carbohydrates and electrolytes.
Robert Cade, Dana Shires, Harry James Free, and Alejandro de Quesada, medical researchers at the University of Florida, designed the original Gatorade mixture in 1965.[1] The Gators football coach, Ray Graves, was frustrated with the performance of his players during summer practices and asked the team doctor for his insight. The doctor referred the matter to Cade and his research team, who formulated a mixture of water, sodium, sugar, potassium, phosphate and lemon juice. The drink is now known as Gatorade in honor of the football team, the Gators. The football team credits Gatorade with their first Orange Bowl win over the Georgia Tech Yellow Jackets in 1967, and the drink became an instant phenomenon. Yellow Jackets coach Bud Carson, when asked why they lost, replied: "We didn’t have Gatorade. That made the difference."[2]
Shortly after, Cade partnered with Stokely-Van Camp, Inc. (S-VC) to produce and distribute the product. A year after its commercial introduction, Gatorade was reformulated to remove the sweetener cyclamate, which was banned by the FDA.[3] The Quaker Oats Company bought S-VC in 1983 after a bidding war with rival Pillsbury. Quaker licensed manufacturing of Gatorade in some worldwide markets to PepsiCo, but in 1998 sued Pepsi in Australia, alleging Pepsi had misappropriated Gatorade trade secrets for its own sports drink, All Sport; Quaker won the Australian case.[3] In the meantime, the University of Florida has received royalties, for Gatorade sales, each year since the settlement with Cade in 1973.[4]
Gatorade is the official sports drink of NASCAR, the National Football League[5] Major League Baseball,[6] National Basketball Association,[7] Women's National Basketball Association,[8] USA Basketball,[9] National Hockey League,[10] Association of Volleyball Professionals,[11] US Soccer Federation,[12] Major League Soccer,[13] and many other pro or collegiate organizations, providing supplies of the drinks to the teams in all flavors available. Gatorade extended their market to the U.K., in 2008, and promoted this, in part, by becoming the sports drink provider for Chelsea F.C.
This case is all about how Gatorade enter in new market and for entering in new market what all strategies they adopted. And for promotion of their products they use techniques like advertising, promotion, sales force, production distribution in different way.
Gatorade is a brand of flavored non-carbonated sports drinks manufactured by the Quaker Oats Company, now a division of PepsiCo Intended for consumption during physically active occasions, Gatorade beverages is formulated to rehydrate and replenish fluid, carbohydrates and electrolytes.
Gatorade revealed the Gatorade line Energy Bar in 1999. This energy bar was Gatorade's first foray into solid foods, and was introduced to compete with PowerBar and Clif Bar. Gatorade Energy Bars contain a large proportion of protein in addition to its carbohydrates. The bar is mainly made up of puffed grains and corn syrup, common components of energy bars
Gatorade was developed at the University of Florida in 1965 by the team of scientist led by Dr. Robert Cade and their goal was to develop the ultimate rehydration beverage by producing a drink with a good taste that would encourage artless to use it.
Key Person:
•Yves Lafortune- New Business development manager
•
Dr. Robert Cade- Leader of scientists who developed Gatorade
•
Stokely- Director of Marketing and Sales
Key Points:
Aarti Thakur, Ghanshyam, Pawan Gehlot, Rakesh Sharma
PGPSM 4th Term
CHIMS
Strategic Marketing
23rd January
2009•Dr. Cade formulated Gatorade to contain water, carbohydrates
and electrolytes.
•
In 1967 Dr. Cade initiated efforts were focused on sports team.
•Eighty percent of yearly sales were make between April and Oct.
•The original Gatorade was a liquid with a lemon-lime flavour an
orange flavour was added in 1971 and a fruit-punch flavour in the summer of 1983 instant Gatroade was added to the line in 1979.
•97% share of the sports beverage market
•Gatorade had a 10 to 11% share of these category in 1983.
•For distribution they hired convinced stores in 1984.
•At point of sweat it was estimated that 50 percent of Gatorade
consumption took place outside the home.
•1985 US Gatorade product mix:
Flavor
Share of line
Lemon-lime
52.7%
Orange
30.1%
Fruit Punch
17.2
•Sales of Gatorade in 1983 was 28%. In 1984 it was 36% and in
1985 it was 42%.
•1985 US Gatorade Pricing
•Average Retail Price $0.93 , Average Retail Margin 20.4%
Factors Contributing to 1984 US success
•Advertising
•Promotion
•Sales Force
•Production
•Distribution
Focused on the proposal focused on the development of market and
packaging data.
Gatorade also looked at packaging options for both liquid and instant
Objectives-
Aarti Thakur, Ghanshyam, Pawan Gehlot, Rakesh Sharma
PGPSM 4th Term
CHIMS
Strategic Marketing
23rd January
20091. Selection of proper segment.
2. How to capture large market in Canada.
3. Selection of appropriate tools for promotion.
4. Plan for marketing strategy.
Ans- 1
This case is all about Gatorade how it was come in market and what they did for it. They were well established in US market and they want to expand their business so they wanted to enter in Canada that is why what strategies they adopted .
Their strategies are.
1. Target Audience because they made product for energy that is
why their main tartget audience are sports player
2. Advertising & Promotion they made presentation for explain
their Gatorade that presentation was really good.
3. Distribution Channel they did direct contact with retail stores so
customer can get Gatorade easily.
In short we can say that before launching Gatorade in market they analysed all factors or as well as made strategies for increase the sale of Gatorade
Product – Package
Price- Appropriate
Place- Distribution/through retail shops
Promotion- Trial session availability of product
Ans:2 Most of the information for developing strategy was given in
the case but developing more efficiently & effectively strategy other information should be like we should be fully aware of particular location related culture, economic condition, and reaction or attitude of those people towards products like Gatorade, if we come to know all above things so we would be able to develop our product according to requirement of those people who lives in Canada and in such way sales of the company would be high and company would be in more profit.
Aarti Thakur, Ghanshyam, Pawan Gehlot, Rakesh Sharma
PGPSM 4th Term
CHIMS
Gatorade
Want to launch their product in market
Product
Analysis of Marketing Mix
Price
Place
Promotion
Result
Good response from Canada
Proposed strategy for Gatorade’s possible
introduction into Canada in 1986
Strategic Marketing
23rd January
2009
Background- As mentioned in the given case that Gatorade, a beverage product,
was developed by a team of scientists led by Dr. Robert Cade at the University of Florida in 1965. Their goal was to develop the ultimate rehydration beverage by producing good taste drink which can encourage to athletes to use.
The product got name Gatorade just because of being firstly tested by Gators, the football team at university of Florida, and loved by them. Gators gave positive feedback like they felt fresher and not energy wipe up when they had drink the beverage while playing the game. The teach coach of the team Bobby Dodd told the press merits of beverage and gave name “Gatorade” and remained the same.
Major points to be considere
d while preparing
strategies for the entry in Canadian market in 1986-
Setting up goals and objectives of new entry ino the Canadian market- As
per the given clues
1. Attracted adult buyers/users and had 10-11% share in 1983
2.20% of sales comes from convenience stores for distribution
3.Smaller sizedcontainers stored in the cooler gave the highest sales
4. Large part of target audience were males from 18-34 years in age for
immediate consumption that led Quaker to talk about having distribution
“at point of sweat”
5.50% of Gatorade was consumed outside the home
6.60% ofpurchases were made byw ome n out of that 40% used byw om en
7. In1984 Gatorade had highest selling year with sales volume of $ 120
million
8. Gatorade had franchise system which was expanded and solidified in 1984
9. Factors contributing to US success in 1984-
a.Adverting-
i. Clearly communicated benefits and uniqueness
ii. Broadened target to weekend warrior
iii. Increased usage rates through continuity plan
b. Promotion-
i. Maximized trial in the north
ii. Spurred multiple purchases in the sunbelt
iii. Capitalized on merchandisable events
c. Sales force-
i. Dramatically increased non-sunbelt distribution
Robert Cade, Dana Shires, Harry James Free, and Alejandro de Quesada, medical researchers at the University of Florida, designed the original Gatorade mixture in 1965.[1] The Gators football coach, Ray Graves, was frustrated with the performance of his players during summer practices and asked the team doctor for his insight. The doctor referred the matter to Cade and his research team, who formulated a mixture of water, sodium, sugar, potassium, phosphate and lemon juice. The drink is now known as Gatorade in honor of the football team, the Gators. The football team credits Gatorade with their first Orange Bowl win over the Georgia Tech Yellow Jackets in 1967, and the drink became an instant phenomenon. Yellow Jackets coach Bud Carson, when asked why they lost, replied: "We didn’t have Gatorade. That made the difference."[2]
Shortly after, Cade partnered with Stokely-Van Camp, Inc. (S-VC) to produce and distribute the product. A year after its commercial introduction, Gatorade was reformulated to remove the sweetener cyclamate, which was banned by the FDA.[3] The Quaker Oats Company bought S-VC in 1983 after a bidding war with rival Pillsbury. Quaker licensed manufacturing of Gatorade in some worldwide markets to PepsiCo, but in 1998 sued Pepsi in Australia, alleging Pepsi had misappropriated Gatorade trade secrets for its own sports drink, All Sport; Quaker won the Australian case.[3] In the meantime, the University of Florida has received royalties, for Gatorade sales, each year since the settlement with Cade in 1973.[4]
Gatorade is the official sports drink of NASCAR, the National Football League[5] Major League Baseball,[6] National Basketball Association,[7] Women's National Basketball Association,[8] USA Basketball,[9] National Hockey League,[10] Association of Volleyball Professionals,[11] US Soccer Federation,[12] Major League Soccer,[13] and many other pro or collegiate organizations, providing supplies of the drinks to the teams in all flavors available. Gatorade extended their market to the U.K., in 2008, and promoted this, in part, by becoming the sports drink provider for Chelsea F.C.
This case is all about how Gatorade enter in new market and for entering in new market what all strategies they adopted. And for promotion of their products they use techniques like advertising, promotion, sales force, production distribution in different way.
Gatorade is a brand of flavored non-carbonated sports drinks manufactured by the Quaker Oats Company, now a division of PepsiCo Intended for consumption during physically active occasions, Gatorade beverages is formulated to rehydrate and replenish fluid, carbohydrates and electrolytes.
Gatorade revealed the Gatorade line Energy Bar in 1999. This energy bar was Gatorade's first foray into solid foods, and was introduced to compete with PowerBar and Clif Bar. Gatorade Energy Bars contain a large proportion of protein in addition to its carbohydrates. The bar is mainly made up of puffed grains and corn syrup, common components of energy bars
Gatorade was developed at the University of Florida in 1965 by the team of scientist led by Dr. Robert Cade and their goal was to develop the ultimate rehydration beverage by producing a drink with a good taste that would encourage artless to use it.
Key Person:
•Yves Lafortune- New Business development manager
•
Dr. Robert Cade- Leader of scientists who developed Gatorade
•
Stokely- Director of Marketing and Sales
Key Points:
Aarti Thakur, Ghanshyam, Pawan Gehlot, Rakesh Sharma
PGPSM 4th Term
CHIMS
Strategic Marketing
23rd January
2009•Dr. Cade formulated Gatorade to contain water, carbohydrates
and electrolytes.
•
In 1967 Dr. Cade initiated efforts were focused on sports team.
•Eighty percent of yearly sales were make between April and Oct.
•The original Gatorade was a liquid with a lemon-lime flavour an
orange flavour was added in 1971 and a fruit-punch flavour in the summer of 1983 instant Gatroade was added to the line in 1979.
•97% share of the sports beverage market
•Gatorade had a 10 to 11% share of these category in 1983.
•For distribution they hired convinced stores in 1984.
•At point of sweat it was estimated that 50 percent of Gatorade
consumption took place outside the home.
•1985 US Gatorade product mix:
Flavor
Share of line
Lemon-lime
52.7%
Orange
30.1%
Fruit Punch
17.2
•Sales of Gatorade in 1983 was 28%. In 1984 it was 36% and in
1985 it was 42%.
•1985 US Gatorade Pricing
•Average Retail Price $0.93 , Average Retail Margin 20.4%
Factors Contributing to 1984 US success
•Advertising
•Promotion
•Sales Force
•Production
•Distribution
Focused on the proposal focused on the development of market and
packaging data.
Gatorade also looked at packaging options for both liquid and instant
Objectives-
Aarti Thakur, Ghanshyam, Pawan Gehlot, Rakesh Sharma
PGPSM 4th Term
CHIMS
Strategic Marketing
23rd January
20091. Selection of proper segment.
2. How to capture large market in Canada.
3. Selection of appropriate tools for promotion.
4. Plan for marketing strategy.
Ans- 1
This case is all about Gatorade how it was come in market and what they did for it. They were well established in US market and they want to expand their business so they wanted to enter in Canada that is why what strategies they adopted .
Their strategies are.
1. Target Audience because they made product for energy that is
why their main tartget audience are sports player
2. Advertising & Promotion they made presentation for explain
their Gatorade that presentation was really good.
3. Distribution Channel they did direct contact with retail stores so
customer can get Gatorade easily.
In short we can say that before launching Gatorade in market they analysed all factors or as well as made strategies for increase the sale of Gatorade
Product – Package
Price- Appropriate
Place- Distribution/through retail shops
Promotion- Trial session availability of product
Ans:2 Most of the information for developing strategy was given in
the case but developing more efficiently & effectively strategy other information should be like we should be fully aware of particular location related culture, economic condition, and reaction or attitude of those people towards products like Gatorade, if we come to know all above things so we would be able to develop our product according to requirement of those people who lives in Canada and in such way sales of the company would be high and company would be in more profit.
Aarti Thakur, Ghanshyam, Pawan Gehlot, Rakesh Sharma
PGPSM 4th Term
CHIMS
Gatorade
Want to launch their product in market
Product
Analysis of Marketing Mix
Price
Place
Promotion
Result
Good response from Canada
Proposed strategy for Gatorade’s possible
introduction into Canada in 1986
Strategic Marketing
23rd January
2009
Background- As mentioned in the given case that Gatorade, a beverage product,
was developed by a team of scientists led by Dr. Robert Cade at the University of Florida in 1965. Their goal was to develop the ultimate rehydration beverage by producing good taste drink which can encourage to athletes to use.
The product got name Gatorade just because of being firstly tested by Gators, the football team at university of Florida, and loved by them. Gators gave positive feedback like they felt fresher and not energy wipe up when they had drink the beverage while playing the game. The teach coach of the team Bobby Dodd told the press merits of beverage and gave name “Gatorade” and remained the same.
Major points to be considere
d while preparing
strategies for the entry in Canadian market in 1986-
Setting up goals and objectives of new entry ino the Canadian market- As
per the given clues
1. Attracted adult buyers/users and had 10-11% share in 1983
2.20% of sales comes from convenience stores for distribution
3.Smaller sizedcontainers stored in the cooler gave the highest sales
4. Large part of target audience were males from 18-34 years in age for
immediate consumption that led Quaker to talk about having distribution
“at point of sweat”
5.50% of Gatorade was consumed outside the home
6.60% ofpurchases were made byw ome n out of that 40% used byw om en
7. In1984 Gatorade had highest selling year with sales volume of $ 120
million
8. Gatorade had franchise system which was expanded and solidified in 1984
9. Factors contributing to US success in 1984-
a.Adverting-
i. Clearly communicated benefits and uniqueness
ii. Broadened target to weekend warrior
iii. Increased usage rates through continuity plan
b. Promotion-
i. Maximized trial in the north
ii. Spurred multiple purchases in the sunbelt
iii. Capitalized on merchandisable events
c. Sales force-
i. Dramatically increased non-sunbelt distribution
Last edited by a moderator: