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.