Ch. 7 - Business Marketing

Gatorade usually markets to the every day, average athletes that use their products to stay hydrated. Gatorade doesn't really need to market to business' because of the fact the only business' that would purchase their products are already using them. Thanks to Gatorade being the official sports drink of many professionals sports internationally, it already has its place in the market, and having their drink along the sidelines helps market their product to their average customers. Gatorade was marketed to business' during their early stages in University of Miami. This was done after there was success linked to the product line which helped sell their sports drinks to official teams outside of the NCAA (college sports). As long as they keep getting new sponsorships in the form of the official sports drink, Gatorade will keep selling their products, just not to marketing major business', that is done through the success of their product.

Ch. 8 - Segmenting and Targeting Markets

Gatorade started within the school it was created it, University of Miami. Once the product was able to prove that it worked (or gave off the illusion that it does), Gatorade was able to become its own company and start selling to outside venues. Gatorade's target market is those who would like to drink something before, during and after working out. These drinks help out the human body by giving all the nutrients you will need in each process of the work out, to keep your body moving at tip top shape. The products give customers satisfaction because of the long history that Gatorade has been apart of. Once Gatorade was able to find success, in the sports realm, it made marketing their products that much easier because people were able to see how using it helps teams win. Not everyone is a professional athlete, but Gatorade is looking to keep everyone hydrated, even if that means drinking Gatorade as a casual drink as well. It's not going to cause you any harm if you were to drink it casually, so that opens another market for them. Because Gatorade is a sports drink, their target market will always revolve around that realm of people. Also because drinks can be sold universally, they have no boundaries as to who they can or cannot sell to.

Ch. 11 - Developing and Managing Products

Gatorade is constantly developing and creating new products within the marketplace. A lot of the time they seem to just add on to what they already have started, but Gatorade is moving itself forward in key parts of an athletes lifestyle. Gatorade is still being used ever since it was first made for the harsh weather for the Florida Gators, and it is obviously a successful product because of how it allows athletes to preform at their top level by staying hydrated. Gatorade has a team, who are constantly in the lab, figuring out new ways to help athletes remain hydrated, which keeps them safe. It is important for Gatorade to keep their cliental healthy, because if they weren't always looking for a way to improve and develop their products, then they would lose their customer base. Gatorade feels that if they help improve their own product, they are able to help out also in the realm of sports medicine, keeping people hydrated. Gatorade was even used in the aid of Rwandan Genocide aftermath, to help hydrate all those who were devastated. This sports drink company is able to account for 75% of the sports drink market, which shows that they have been able to develop their product as competition increases.

Ch. 12 - Services and Nonprofit Organization Marketing

However, we want you to know that Gatorade is committed to encouraging sports participation and fueling athletic performance through the support of countless national and local programs such as:

• The Gatorade High School Player of the Year program;
• The Women's Sports Foundation & Travel and Training Program;
• Elite youth tournaments, camps and programs such as U.S. Soccer Development Academy, Little League Baseball, Pop Warner, Five Star Basketball, ECNL Youth Women’s Soccer, Army All American Football Game, Football University, Men’s and Women’s Lacrosse and Varsity Cheerleading and Dance;
• Running events including the ING New York Marathon, Bank of America Chicago Marathon, the Boston Marathon, and triathlons including the Lifetime Fitness Chicago Triathlon, Avia Wildflower Triathlon Festival, and the Rev3 Triathlon Series; and
• Action Sports events and facilities including Woodward, Tampa Pro, Tampa Am, Superpark and Ms. Superpark.

By focusing on these initiatives and others like them, they’re able to share the benefits of Gatorade with millions of athletes nationwide.

Ch. 10 - Product Concepts

Gatorade is selling their products based off of their original sports drinks. Since the creation of the Gatorade drinks itself, a numerous amount of products followed in its footsteps. All of these products revolve around the initial idea which was hydration and allowing an athlete to preform at their highest potential, through the use of Gatorade. Gatorade is marketed in a specific way, which other sports drink brands cannot. Their products are on every sideline of any major sports event. This form of advertisement gives them a huge advantage over their competition. Gatorade already has the rights to have their drink as the official drink, for example the NFL the have Gatorade on the sidelines during the Superbowl which had an average audience of 111.5 million in 2014. Comparing Gatorade to another sports drink just doesn't work, considering how much of a vice grip it has over the market itself. As of now, nothing can compare to the strength of Gatorade and this makes their products that much more successful in terms of sales. The original drink helped spark the G-Series which is to be used before, during and after a workout, which puts Gatorade as a part of your entire workout experience.

Ch. 17 - Personal Selling and Sales Management

Gatorade used personal selling by having a group of people called "Mission Control", who would follow feeds on social media sites regarding the product Gatorade. They would be able to respond to certain posts, either by proving facts or helping out by spreading the new product, which at the time was their new brand 'G'. Gatorade has tried to re-invent their product as it was becoming extremely main stream, which made it uncool to use at the time of their attempt to revive a failing product. Gatorade used this as a way to reconnect with athletes and teens to show them that Gatorade is still the best sports drink product around. Another way that Gatorade is able to promote itself, is through sponsoring athletic events as well as giving discounts to high school teams who want to purchase Gatorade products, as this is the most proven product on the market and this only helps them sell their product more.

Ch. 16 - Advertising, Public Relations and Sales Promotion

Gatorade has got to this point thanks to their form of advertising. This form they chose may be on of the most effective ways to get to the public. A huge portion of America as well as the world are very interested in American Sports, and Gatorade is the official drink in all the major professional sports. Also, Gatorade has specific athletes in each sport to represent their drink and this helps promote their product to levels unlike any other drink or product in a general sense. Gatorade also has commercials with the athletes drinking the drink, showing how even the best use it. The role model effect has a huge factor. Every athlete sitting on the bench, always has a cup with the Gatorade logo on it, which then imprints the memory with this lightning bolt which always connects the viewer immediately with Gatorade itself.

Ch. 14 - Marketing Channels and Retailing

The thing with Gatorade is that its popularity and being easy to purchase makes it such a great product. Gatorade can be purchased in about any convenience store and athletic apparel stores such as Modells, Sports Authority, and Dick's Sporting Goods. Not being set to only one store makes Gatorade something that is seen just about anywhere where you can purchase any drink. Special products besides the drink itself would only be sold in the athletic apparel stores, but that doesn't mean it's something difficult to get. If you're into sports and working out, it's almost safe to say that you are familiar with these athletic apparel stores meaning these Gatorade products could be seen every time you walk through the store.

I went to Modells on 86th street, and was able to see that they sell Gatorade products, such as powders and chewables in the section where it would best fit around other sports drinks or other forms of hydration. Also I went to two different deli/convenience stores and of course Gatorade was being sold, along with their competitors being energy drinks (Monster, Red Bull). Gatorade Lacks an official store, but all be drink companies don't have stores that accompany their product and that doesn't hinder their ability to market their product. Another way to buy Gatorade products would be online or supermarkets.

Ch. 6 - Consumer Decision Making

Why would someone want to buy goods from Gatorade? The reason is that it's a proven form of hydration that even professional athletes use to stay at the top of their game. Being sold on over 80 countries just proves that it's something that has a track record of success. Gatorade stands at the top of the market because they are able to get the lucrative deals that allow them to work with these athletes who are idolized in society. It is something easily accessible, and affordable which makes Gatorade a real threat to all of their competitors. Not many other companies have such a focus on the health of athletes all around the globe. Gatorade helps make the consumers decision by always coming forth with new ideas, as science helps prove new ways to make the body work to its fullest potential. Plus having the world's greatest athletes backing their product helps out a bit.

Ch. 5 - Developing a Global Vision

Since the summer of 1965, where it originated at University of Florida, Gatorade has grew a tremendous amount. Thanks to being purchased by PepsiCo, it now is available in over 80 countries, and are continuing to look for new ways to improve their product. Gatorade being over 40 years old has been able to experience the fact that their product works, and is more likely to be able to spread globally. Their product is well known thanks to being the official sports drink in many of the major professional sports. Gatorade is already globally well known, considering their target market is those of a younger category, and the fact that their products are fairly inexpensive. Their global vision is going well, but can obviously improve, as they are always finding new ways to expand their place in the market.

Ch. 4 - The Marketing Environment

Gatorade is aiming to serve those who are athletes, whether it be by playing the sport or working out, their goal is to keep people hydrated. It targets 13-28 because they are focusing on when people begin sports excessively up until the age of pro athletes who are preforming at their prime. Gatorade is able to target a younger market, in comparison to its competitors because of them being official drinks of a majority of the pro sports both national and international. This gives them the advantage in the market place. The strategy that Gatorade uses is this if pro athletes use the drinks, and are able to preform the way they are doing, Gatorade usually gets upper end athletes who are most popular. A way they show this is through commercials, unlike its competitors who you rarely see being advertised on television. Their product works so well that the athletes are able to 'sweat it out', which gives the illusion that it works, and the human body being made up mostly of water, Gatorade is water with a plus side, electrolytes.
Thanks to the success of the Florida Gators, Gatorade has been able to became the major sports drink globally. And because of this they promise to help improve performance. As long as there is sports, Gatorade should always have a place in this current market, as they are always improving what they have to fit different needs, this was done through the G series.

Ch. 3 - Ethics & Social Responsibility

Gatorade is committed to encouraging sports participation and fueling athletic performance through supporting many programs. These include Gatorade High School Player of the Year, Women's sports foundation, elite youth tournaments, countless running events, and Action Sports events. Through this they are able to share the benefits of Gatorade with millions of athletes around the globe.

Gatorade also gives discounts to High School teams in order to promote their goal of keeping all athletes hydrated and showing them they importance of remaining healthy.

Gatorade also joined with the NFL to educate athletes, parents, and coaches about heat-related illness and the importance of proper hydration and nutrition before, during and after games. They want to show that these problem are preventable if the right steps are taken to keep athletes healthy. Hydration is the first step in order to decrease they risk of heat illness.

Gatorade being apart of PepsiCo, they follow their ideals and strategies in regards to health and safety. PepsiCo feels that all of their products abide by their standards that they have set.

Ch. 2 - Strategic Planning for Competitive Advantage

There are many sports drinks out in the market today. Something that puts Gatorade above the rest is that is was one of the first of its kind. It received attention thanks to the success of the Florida Gators. Without this accomplishment the history of Gatorade may have taken another pathway. Gatorade being the official sports drink of the NFL and other major sports across the globe allows it to have a competitive advantage over their competitors which consist of Powerade and energy drinks such as Redbull and Monster.

The national attention that Gatorade gets, from commercials with popular athletes, to the coach being bathed in Gatorade after an important win. Gatorade has more than 40 years of evidence that shows that their product helps keep athletes hydrated and which allows them to perform at their highest levels.

Gatorade has even created the "G-series" which consists of "Prime, Preform, Recover." Gatorade believes that the prime part of their merchandise will give you the energy you need to start out with. Preform is taken while you are actively either working out or playing sports. And Recover is suppose to help your muscles by having protein in their product which the muscles strengthen.

If athletes drink this energy drink, it would be more likely for those who worship and idol these pro athletes to also want to drink and become more like their idols. This strategic plans works well with in this market which is so heavily dependent on advertisement and a huge sports fan base globally. As long as sports remain on this planet, Gatorade will be there, always finding new ways to help the average athlete not miss a beat. Gatorade is always encouraging kids to be active.

Chap.1 Overview of Marketing- Mission Statement

Chap.1 Overview of Marketing- Mission Statement

Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.

Chap.1 Overview of Marketing- Brief History

Chap.1 Overview of Marketing- Brief History

Gatorade was introduced in 1965 to the researchers at the University of Florida by an assistant coach of the Florida Gators. He was curious as to why his players were so tired and becoming sick, as a cause of the heat from the sun. Thus gatorade was created in order to help these players replace the fluid and nutrients lost during practice and games. It was tested on a few players and the test was considered a success. During the 1965 season, the first with the Gatorade formula, the Gators had a season where they beat many teams by being able to withstand the heat. This gave them the upper-hand thanks to the other teams only relying on water. During the next season the Gators won their first ever Orange Bowl, which gave Gatorade national attention. The coach of the team who faced them during the Orange Bowl, said that their reason for losing was because they didn't have Gatorade. The demand for Gatorade, now on the rise, was something every team needed in order to even the playing field in terms of hydration. 

The rights to sell Gatorade were purchased by Stokely-Van Camp, Inc. in 1967. By 1969, the coach of the Gators suggested to the Kanas City Chiefs to use Gatorade to combat against the heat. The team felt it was helpful during the training camp held in summer, that they had it on their benches throughout the entire 1969 season. The Chiefs ended up winning the Super Bowl IV, and similar to how the college scene reacted, the amount of teams having Gatorade on their sidelines grew and grew until the year 1983. This year, Gatorade became the official sports drink of the National Football League and is still the drink used today.
Quaker Oats Company purchased Gatorade in 1983 for 220million dollars and in 2001 PepsiCo purchased Quaker Oats Company for 13billion dollars. AS of today Gatorade is being sold in more than 80 countries and is the official drink of NFL, MLB, NBA, WNBA, NHL, MLS, and many other professional and collegiate sports teams.