Marketing Scheme of Gatorade G Force Presented by: Julie Lyons

Background Established in 1965 by University of Florida football Assistant Coach Continuously changing to fit needs of athletes Elite team of scientist produce best product Leading sports drink in market

Marketing Segmentation Defined as dividing the market into smaller pieces based on needs, characteristics, or behaviors Market is divided based on geographic, demographic, psychographic, or behavioral

Gatorade-Marketing Segmentation Focus needed to be on colleges, gyms, athletic facilities, and high schools G Force educated athletes, coaches, and trainers about the importance of energy before, during, and after workouts Also used professional athletes like Dwayne Wade and Kevin Durant to indorse product Also used Super Bowl to advertise by having all the athletes drinking their product during the game

Gatorade-Market Targeting Gatorades target marketing segment is an undifferentiated market This means they ignore the market segment differences and go after the whole market with one offer Their product reaches out to large number of buyers because they have different flavors, products, and uses

Gatorade- Differentiation and Positioning Strategy Differentiated from competitors by expanding their brand and create a three system drink for athletes Gatorade Prime 01, Gatorade Thirst Quencher, and Gatorade Recover 03 Positioned as a leader in the market because no other sports drink has a product like G Force

Strengths of Marketing Scheme Strong product quality Solid brand name that consumers know and recognize Scientific research to back their product

Weakness of Marketing Scheme Low advertising and visibility through tv and media Don’t market the health benefits as much as they could High prices in the market Large group of competitors Powerade, Lucozade, and Vitamin water

Conclusion Maximize Strengths Minimize/ Work on Weaknesses Use strong brand name to reach out to customers Should good product quality Focus on scientific information Minimize/ Work on Weaknesses Advertise product to market more Find a more cost efficient way to produce product Continue to surpass any new competitors