Click to edit Master title style Gatorade Group

Click to edit Master title style Gatorade Group 2: Hollie, Evan, & Nicole 1

Click to edit Master title style Company Introduction 2

Click to edit Master Company title style. Introduction Gatorade is currently manufactured by Pepsi. Co. Marketed as a sports drink Gatorade’s beverages are formulated to rehydrate and replenish fluid, carbohydrates, and electrolytes. Focuses on core users and innovating its existing products. 3 Picture source: (Gatorade, 2018)

Click to. Share edit Master title style Market • Currently, Gatorade has a mammoth 77% share of the sports drink market, whereas Powerade only has 20% of the market. • The marketing plan that Gatorade uses has helped the company boost their sales and keep their market share. • In 2015, the brand owned nearly 78% of the American market. • In 1985, Gatorade became the official sports drink for the NFL. • This is when the New York Giants player, Jim Burt, dunked Bill Parcells. 4

Click to edit Master title style • Gatorade works with various grocery partners to offer reduced pricing at certain times throughout the year. • Gatorade Thirst Quencher is offered at club stores such as Sam's, Price/Costco and BJ’s. • Gatorade also funds opportunities for youth athletes 5 Picture source: (Gatorade History, 2018)

Click to edit Master title style Brand Position • Gatorade is well recognized • Created the sports drink market • Advertised as a way to make athletes better • Advertised as a way to help you be a better you • The Gatorade brand is at the top of the sports drink market and is one of the most well-known brands in the world. 6

Click to. Legal issues are the laws and regulations that edit Master title style outline how Gatorade can produce and sell their products. Ethical issues are more about the morality and ethicality of how Gatorade does business and sells their products. Privacy issues are referring to how Gatorade uses consumer information and how safe that customer information is. For example, the regulations regarding how much water or sugar can go into their sports drinks before it is classified as fruit juice. Gatorade handles this issue by researching the law and making sure that they are following every regulation that applies to their company. For instance, the ethics regarding how the company markets themselves as healthy despite having a lot of sugar in their sports drinks. Gatorade handles this issue by listing out their nutritional facts of all their products on their official website and making socially responsible business decisions. For instance, does Gatorade keep customer information on a secure server and do they have systems in place to protect against data breaches? If you look online, Gatorade states on their website that they take customer privacy very seriously and have taken steps to ensure that information stays private. Legal, Ethical, Privacy Issues 7 Source: (Gatorade, 2018)

Click to edit Master title style Benefit, Cost, & Value Creation 8

Click to edit Master title style Internet marketing mix • The 4 P’s of the marketing mix are product, price, place, and promotion. • Despite most people thinking the 4 P’s are only for brick and mortar stores, they apply to internet marketing as well (Acutt, 2015). • It is important to understand where your target market is, how to reach your target market, how much your product or services should cost, and how your product or service will benefit your target market. 9 This Photo by Unknown Author is licensed under CC BY

Click to edit Master title style Internet marketing mix Cont. • Gatorade advertises on various relevant websites and social media platforms, such as sports themed websites and social media platforms that are more appealing to younger consumers because they are more likely to play a sport or simply just want to drink the product. • So, the place is not just the official Gatorade website, but it is anywhere that Gatorade has positioned themselves to sell and market their products, such as their Twitter or Instagram accounts. 10

Click to edit Master title style Internet marketing mix Cont. The price and product for internet marketing are the same as it would be for a brick and mortar store, which is what the company is selling and how much those products or service cost. Gatorade advertises various products on their official website, such as product bundles, protein powders, and their flavored sports drinks. The sampler pack of different products under the product bundles tab costs approximately $19 (Gatorade, 2018). A 22. 4 oz protein powder canister and blender bottle costs approximately $34 (Gatorade, 2018). The Flow Thirst Quencher variety pack of 16 bottles costs approximately $23 (Gatorade, 2018). 11

Internet marketing mix Cont. Click to edit Master title style • The promotion part of the 4 P’s is how Gatorade promotes themselves on various online platforms, such as their website and social media. • The company uses text, picture, and video advertisements in order to sell their products. • For example, on the official Gatorade website, there is an advertisement that uses a picture of a famous athlete eating a Gatorade brand Protein Bar. • The advertisement pushes the message that Gatorade’s products help athletes be better and recover faster. 12 Picture source: (Gatorade, 2018)

Click to edit Master title style Digital Footprint 13

Click to edit Master title style Search results • When you search the term “Sports Drink” you get these results: • The Vitaminwater official website • The Gatorade Official website • An amazon link to buy Powerade • An Amazon link to buy Gatorade • An article by Healthline about how healthy sports drinks really are • A Web. MD page about sports drinks and how they affect your body • A Food Network heathy eating recipe webpage • An article about water by Self. com 14

Click to edit Master title style Shop Gatorade Hydration G 2 Drink Activity Sports drinks Athlete G-series Keywords 15

Click to edit Master title style Activity shop Athlete shop Protein Athletic activity Sports Beats Gatorade Fuel Electrolytes Energy Keywords Cont. 16

Contingency Plans Click to edit Master title style Getting feedback from different users • Including extreme users, such as professional athletes or aspiring professionals and casual athletes. • Regular feedback opportunities enables new products to be optimized faster in the long run. Providing user-valued transparency • Seeing behind the scenes and being the first to know and understand. • When treated as a valued brand partner, they’re excited to spread the word, give feedback for optimization, and increase awareness. The best innovations take time • Continue to learn and innovate over time in order to get a better chance of truly impacting their business. 17

Click to edit Master title style Contingency Plans Cont. • Gatorade has many contingency plans that would still be effective if a product or a current marketing campaign fails. • If a product fails, then they still have several other product lines that can make the company money. • If a marketing campaign fails, then they have other marketing initiatives going on at the same time that would lessen the damage done to Gatorade’s reputation. 18

Click to edit Master title style Future Potentials 19

Click to edit Master title style Gatorade’s Trends: • • • Organic Simple Labeling Healthier Low-Sugar Functional Ingredients • Personalization Future Trends Sports Drink Industry Trends: • Rapid Growth • Increased Demand • Organic • Healthier • Wider Market Reach • More Comprehensive Consumer Base 20 Slide Source: (Sports Drink Market Size…, 2018) & (Mele, 2016)

Click to edit Master title style References • Bhasin, H. (2018, January 13). Gatorade SWOT analysis. Retrieved September 06, 2018, from https: //www. marketing 91. com/swot-analysis-gatorade/ • Beyer, L. , Detrick-Yee, C. , Bates, L. , & Shepherd, J. (2017, August 16). #nightmarebeforeholiday: Top 5 Contingency Plans for Digital Marketers. Retrieved from https: //bluemoondigital. co/our-blog/nightmarebeforeholiday-top 5 -contingency-plans-digital-marketers/ • Gatorade. (2018). Retrieved September 06, 2018, from https: //www. gatorade. com/ • Greenwald, M. (2017, June 15). The Key Ingredients Behind The Great Gatorade Gx Platform. Retrieved from https: //www. forbes. com/sites/michellegreenwald/2017/06/15/the-keyingredients-behind-the-great-gatorade-gx-platform/#16 ebc 0 e 1255 a • Mele, C. (2016, September 02). Gatorade Shakes Up the Sport Drink by Going Organic. Retrieved October 7, 2018, from https: //www. nytimes. com/2016/09/03/business/gatorade-shakes-up-the-sportdrink-by-going-organic. html • Pepsi. Co Recommendations. (2012, December 01). Retrieved from https: //mcbus 475. wordpress. com/2012/12/01/pepsico-recommendations/ • Quarton, S. (2015, March 05). 7 key metrics to track to ensure the success of your website. Retrieved from https: //torquemag. io/2015/03/7 -key-websitemetrics-track/ • Sports Drink Market Size, Global Trends, Future Scope and Potential of Industry from 2017 -2027. (2018, January 25). Retrieved October 7, 2018, from https: //industrytoday. co. uk/pr_and_marketing/sports-drink-market-size--globaltrends--future-scope-and-potential-of-industry-from-2017 -2027 • Website Design Objectives. (n. d. ). Retrieved from http: //multimediamarketing. com/mkc/websitedesignobjectives/ 21