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.