Gatorade being more than 50 years old company is helping the athletes around the world to unleash their full potential and fuel their energies. Originally it was developed in 1960 by researchers to help Gators football, Florida to prevent from dehydration when they play in the heat.
Gatorade research & development team continuously work to understand the nutritional needs of the athletes and come with such products which will help them in improving their performances.
Table of Contents
Segmentation, targeting, positioning in the Marketing strategy of Gatorade –
Gatorade uses psychographic and demographic segmentation in order to serve the changing needs of the consumers in a better way.
Targeting strategy is used by the companies to understand that whether to have the same product for all consumers or different products for different customer segments. Gatorade uses differentiated targeting strategy so as to understand the customer groups and their taste & preferences.
Positioning helps in understanding where the brand stands in the mind of the consumer. Gatorade has 46 % market share worldwide in the sports drink market and Gatorade made it possible due to its value-based positioning strategies.
Mission- “Not Available”
Vision- “Helping athletes to improve performance by facilitating proper hydration and nutrition”
Competitive advantage in the Marketing strategy of Gatorade –
Product Range: Gatorade has a large number of sub-brands under its Gatorade brand umbrella and each sub-brands have large stock keeping units (SKU’s) which are helping the company to make it more tempting & demanding.
Strong Parent Company: Pepsico being strong and stable Parent company having experience and resources in place is helping Gatorade in exploiting the resources and its networks for the growth of the business in terms of the product-line extension, brand extension and entering into new markets.
BCG Matrix in the Marketing strategy of Gatorade –
The product offerings of Gatorade are Stars in the BCG matrix in the developed nations while in the developing nations it is still struggling and therefore it is a question mark in the developing nation.
Distribution strategy in the Marketing strategy of Gatorade –
Different distribution models are used by Gatorade depending on market and customer profile. Gatorade is being sold through supermarkets, retail stores, Kirana /grocery shops/ e-commerce websites or third party wholesalers of the product.
Brand equity in the Marketing strategy of Gatorade –
According to Forbes magazine, Gatorade stands 86 rank world’s most powerful brands valued at $ 4.8 bn. In 2010 Gatorade rebranded a number of its products and relabelled it Gatorade G while it rebranded some of its sub-brands. It associated with many sports athlete organisations like NBA, USA Basketball, Indian Super league etc.
Competitive analysis in the Marketing strategy of Gatorade –
In the market where there are lots of energy drinks, fruit drinks substitute products/ alternatives are available, the advertising and promotional cost is too high. Big Giants in the Non-alcoholic beverages segment have similar strategy & objectives which mean innovation as a way to differentiate & creative marketing campaigns can help the companies to differentiate from other.
Market analysis in the Marketing strategy of Gatorade –
The market of the energy foods & drinks is competitive facing fierce competition from local/national/ international and substitute products. Rising raw material prices, increasing the bargaining power of suppliers and saturation in the growth of the industry is affecting the players in the industry.
Customer analysis in the Marketing strategy of Gatorade –
Customers of Gatorade are the sportspersons/ athletes in the age group of 20-40 years who wants energy drinks during their play or workout in the day to day life.
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