Marketing Scheme of Gatorade G Force Presented by

Marketing Scheme of Gatorade G Force Presented by: Julie Lyons

Background • Established in 1965 by University of Florida football Assistant Coach • Continuously changing to fit needs of athletes • Elite team of scientist produce best product • Leading sports drink in market

Marketing Segmentation • Defined as dividing the market into smaller pieces based on needs, characteristics, or behaviors • Market is divided based on geographic, demographic, psychographic, or behavioral

Gatorade-Marketing Segmentation • Focus needed to be on colleges, gyms, athletic facilities, and high schools • G Force educated athletes, coaches, and trainers about the importance of energy before, during, and after workouts • Also used professional athletes like Dwayne Wade and Kevin Durant to indorse product • Also used Super Bowl to advertise by having all the athletes drinking their product during the game

Gatorade-Market Targeting • Gatorades target marketing segment is an undifferentiated market • This means they ignore the market segment differences and go after the whole market with one offer • Their product reaches out to large number of buyers because they have different flavors, products, and uses

Gatorade- Differentiation and Positioning Strategy • Differentiated from competitors by expanding their brand create a three system drink for athletes • Gatorade Prime 01, Gatorade Thirst Quencher, and Gatorade Recover 03 • Positioned as a leader in the market because no other sports drink has a product like G Force

Strengths of Marketing Scheme • Strong product quality • Solid brand name that consumers know and recognize • Scientific research to back their product

Weakness of Marketing Scheme • Low advertising and visibility through tv and media • Don’t market the health benefits as much as they could • High prices in the market • Large group of competitors • Powerade, Lucozade, and Vitamin water

Conclusion • Maximize Strengths • Use strong brand name to reach out to customers • Should good product quality • Focus on scientific information • Minimize/ Work on Weaknesses • Advertise product to market more • Find a more cost efficient way to produce product • Continue to surpass any new competitors