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.