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.