Niko Vergis
Executive Summary Main Goals - Gatorade v. Competitor - Marketing Strategies for Men and Women - G-Series knowledge - Success of a low-calorie/sugar free product
Executive Summary What We Found - Gatorade preferred over competitors - General knowledge about the G-Series line (no specifics) - Sugar free/low-calorie product would be successful for women.
Introduction/Background - Owned by PepsiCo - Distributed in +80 countries - 1965: First developed by researchers at U of Florida to replenish fatigue during Gator football games.
- Leading in the sports drink industry - Wide product line
Situation Analysis Strengths -
Brand Recognition
-
Innovation with the sports drink industry (uniqueness)
-
Market leader
-
Science to back up their product
-
Official Sports drink for most sports
Weaknesses -
Wide product selection (no focus)
-
They have products that they do not market well. Going onto the website I never even heard of G Natural which is their natural Gatorade only using natural ingredients.
-
Priced relatively high compared to other sports drinks
-
Poor exposure and sales abroad
-
Their new three part G series seems to be lost (they have both a G series regular, fit, and pro.) With three types of options that do relatively the same thing it confuses customers on which one they should purchase.
Situation Analysis Opportunities
Threats
-
Market/ exposure abroad
-
Addition to the sports they are already involved in, possibilities in UFC and MMA endorsements since it is a growing sport -
All Sport
-
Possible Gatorade energy drink
-
Vitamin water
-
Work with local high school and college programs to help promote healthy physical activity since Gatorade attracts a young demographic
-
SoBe Lifewater
-
Propel
-
All Sport
-
Product and service expansion
-
Healthier Sports Drinks
Powerade (Top competition)
Situation Analysis Quaker Oats bought Gatorade from Stokely for $220 million dollars.
In 2004, sales linked to Gatorade were 1.22 billion dollars, estimated at 75% of the market share among sports drinks. Gatorade’s marketing and advertising expense declined over 40% in 2005-2009. The launch of “G� caused a 6.5% increase in 2010, which was an improvement from the 13% decline the previous year. Current brand-marketing strategies used are professional athletes as brand ambassadors or opinion leaders and a wide product line.
Situation Analysis Competition - Average Powerade prices declined nearly 2.5% over the last 12 months, while average Gatorade prices only declined 1%. - In 2007 Coca-Cola bought Glaceau for 4.1 billion, which included Vitamin Water (etc.) - After Coca-Cola’s buyout the company’s U.S. volume grew 133% in 2007 and the enhanced flavored water segment made up of 34% of the company.
Focus Group Results Physical activity Classic look Too much sugar, Protein drinks preffered Confusion with the G-Series Brand consistency Competitors upper-hand
Primary Research Information Quantitative : Non-probability: Online Survey Qualitative : Classroom Focus Group Convenience Sampling - Time limit, money constraints, focused on students, convenience factor
Primary Research Information Objectives -
Determine most helpful ways to gain women’s interest in Gatorade
-
Determine if separate marketing strategies are necessary for men and women
-
Determine percentage of our target that switched to a competitor
-
Determine percentage of our target population that would purchase a new sugar-free Gatorade
-
Determine the issues our target population had with the G-series
Characteristics of the Final Sample
Characteristics of the Final Sample
Characteristics of the Final Sample
Characteristics of the Final Sample
Characteristics of the Final Sample
Summary of Research Findings This chart shows that cutting down on sugar would help make Gatorade an overall better product.
Summary of Research Findings This chart shows that calories and nutritional value were the two most important reasons why women might not want to consume Gatorade products.
Summary of Research Findings This chart shows that the three reasons why our target population would choose a competitor brand over Gatorade were flavors, convenience, and nutritional facts.
Summary of Research Findings This chart shows that these three reasons would all factor into their decision into purchasing another sports drink brand.
Summary of Research Findings This chart shows that the majority of the target population would try a sugar free Gatorade.
Summary of Research Findings The chart above shows that the majority of the targeted population is aware of the Gatorade G-Series.
Summary of Research Findings The chart above shows that most people knew the exact number of the three-part hydration system or they had no idea what the number was.
Summary of Research Findings The chart above shows that the majority of the people surveyed do not know anything about the Gatorade G-series and some people were somewhat knowledge about the product.
Summary of Research Findings This chart shows that most people would maybe use the Gatorade G-series.
Recommendations More research is recommended in order to determine if the following would help the Gatorade brand.
Separate marketing strategies Create a larger demographic (focus on women)
Create new sugar-free/low-calorie drink New advertisement and marketing campaign