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.