Morgan Stonebridge, Tilden Blair, Eric Serpico, Alex Watsik
Background
A sports drink is a beverage to help
rehydrate and replenish electrolytes,
sugar and other nutrients
 The functional energy drink market
consists of energy drinks, neutraceutical
drinks, smoothies, and sports drinks.
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The Market
US $300 billion in terms of sales worldwide
in 2005
 global sports drinks market increased by
10% to 9.71 million liters in 2005
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Market Trends
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New brands support trends such as
natural and organic are being introduced
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Companies have created sports drink
options for “the natural athlete” (offers
hydration and electrolyte replenishment
in a clean form with no artificial flavors,
preservatives or added sugar)
Customer Analysis
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28% of U.S. Adults Are Physically Active
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The Physically Active Are 54% More Likely to
Prioritize Nutrition
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37% Use Sports Beverages
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13% Use Energy/Diet Bars
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53% of Adults Use Supplements
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Not Just for Sports
PepsiCo’s - Gatorade
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brand now has nine categories which are brand
names for different flavor profiles of Gatorade
largest gainer = Gatorade Rain which was
introduced in 2006, with a 376% increase, according
to IRI data
Product: G-series (prime, perform, recover) G-series
FIT, G-series PRO, G-series Natural
Price: Gatorade has a range of different prices to
accommodate the different types of the product
Place: Gatorade can be bought at almost every
store that sells drinks
Promotion: Use famous athletes to promote the
product
http://www.gatorade.com/default.aspx#home
Coca-Cola - Powerade
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Powerade and Powerade Option registered
as the No. 2 and No. 8 sellers
Product: Powerade comes in eight different
flavors
Price: The price’s of Powerade varies from
the different stores
Place: They can be bought at many stores
that sell drinks
Promotion: Powerade uses atheletes to
promote their product
http://www.powerade.com/
Cadbury Schweppes Accelerade
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popular in fitness conscious regular
exercisers
uses a protein-based formula
Product: Accelerade, Accelerade Hydro
Price: About a dollar each
Place: Customers can buy Accelerade
online and at some stores
Promotion: Athletes who are not as well
known
http://pacifichealthlabs.com/accelerade.asp
Proposed target market for RJF
Our proposed target market is a wide
range of athletes from high school
sports to professional sports
 The younger target market will be more
of the focus because once they use the
drink they will most likely use it for a
longer time than the older target market
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Marketing mix decisions for RJF
Product: Zoom NRG
 Price: $1.50 per bottle
 Promotion: athletes and ads on TV and
in internet
 Place: Any store that sells drinks
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