TABLE OF
CONTENTS
Executive Summary................................ 2
Company Analysis..................................3
Industry Analysis...................................9
Market Analysis.....................................11
Perceptual Map.....................................14
Product Analysis...................................15
Consumer Analysis................................19
Competitor Analysis...............................22
Past and Present Marketing Efforts..........26
Brand Equity and Positioning..................29
Communication Strategy........................30
SWOT....................................................34
Conclusion............................................36
1
EXECUTIVE SUMMARY
Our objective is to provide guidance and market advice for Gatorade’s Heritage program. We are
focusing on Gatorade’s current positioning within the non-carbonated beverage industry, as well as
within the context of its parent company, PepsiCo. This planbook is a summary of comprehensive
secondary research, market analysis and consumer data that can potentially influence the strategies
and sales performance of Gatorade in future advertising efforts.
Some important highlights include:
• Gatorade’s Heritage campaign seeks to celebrate the rich history of the drink, which prides itself
on being scientifically catered toward fueling and hydrating athletes.
• In 2009, Gatorade refocused its marketing efforts to intensely cater toward the “competitive
athlete” after sales dropped sharply. The CEO wanted to address the problem of Gatorade
becoming a “social drink,” it wasn’t meant to be consumed on a couch.
• Gatorade is a leader in monitoring consumer attitudes, and the company made history when
it developed Mission Control-- a global analytic tool that tracks conversations about Gatorade
through all social media channels.
• The sports drink industry is projected to grow by up to 52 percent between 2013 and 2017.
•
• Gatorade has recently started to include more alternative competitive sports-- such
as cheerleading and swimming-- in its social media
communications, resulting in higher consumer engagement than
previous efforts.
Somebody should bring me
lots of lemon lime Gatorade . I
will love them forever #hydrate
#gatorade #waterisflavorless
@countrygal214
To accomplish the objective of this analysis we have
created a target profile, analyzed Gatorade’s brand
essence, examined the current positioning and
conducted a SWOT analysis.
2
COMPANY ANALYSIS
PEPSICO
Gatorade is owned and operated under the umbrella of PepsiCo. The company portfolio consists
of 22 brands including Aquafina, Tropicana, Naked Juice, Lipton, and snack food brands such as
Ruffles, Fritos and Lay’s.
THE PEPSICO MISSION
“Our mission is to be the world’s premier consumer products company focused on convenient foods
and beverages. We seek to produce financial rewards to investors as we provide opportunities for
growth and enrichment to our employees, our business partners and the communities in which we
operate. And in everything we do, we strive for honesty, fairness and integrity.”
THE VISION: “PERFORMANCE WITH A PURPOSE”
“At PepsiCo, we’re committed to achieving business and financial success while leaving a positive
imprint on society - delivering what we call Performance with purpose.”
GUIDING PRINCIPLES
•
•
•
•
•
•
Customer care
Sell only products it can be proud of
Speak with truth and candor
Win with diversity and inclusion
Balance short term and long term goals
Respect others and succeed together
“I think innovation as a discipline needs to go back and get rethought and revived. There are so
many models to talk about innovation, there are so many typologies of innovation, and you have to
find a good innovation metric that truly captures the innovation performance of a company.”
- Indra Nooyi, CEO of Pepsi
3
PEPSICO SALES
GATORADE POSITIONING WITHIN PEPSICO
As one of the leading brands in PepsiCo’s portfolio, the Gatorade brand strives to exceed all of
Pepsi’s goals and deliver a product that empowers and enables athletes. The Gatorade brand is the
essence of the PepsiCo Vision “Performance with Purpose.”
4
HISTORY OF GATORADE
Gatorade prides itself on being “born in the lab.” In 1965 at the University of Florida, the football
team’s assistant coach sat down with a group of physicians and asked them how it was possible that
the summer heat could be affecting his players so profoundly. The doctors determined that two
key factors were causing the players to fade: the fluids and electrolytes lost through sweat weren’t
being replaced and the large amounts of carbohydrates the players’ bodies needed were not being
replenished. The Florida Gators created their own scientific solution to replenish the body with
electrolytes lost during exercise, and called the concoction “Gatorade.”
GATORADE AT A GLANCE
Gatorade can be found on the sidelines of more than 70 Division I colleges as the official
sports drink of men and women’s intercollegiate sports.
In 1983, Gatorade became the official sports drink of the National Football League—a
title it holds to this day.
Gatorade is the official sports drink of the National Basketball Association, Association of
Volleyball Professionals, and Professional Golf Association, Major League Baseball, Major
League Soccer, and numerous other elite and professional organizations and teams.
In 2001, Gatorade developed the Gatorade In-Car Drinking System to withstand
130-degree heat and keep professional racecar drivers hydrated during races.
THE STATS
Soon after the magic elixir, now known as
Gatorade, was introduced to the Florida
Gators, the team started winning games
against heavily favored opponents in
unprecedented heat and finished out the
season 7-4. The following year the Gators
won the Orange Bowl for the first time. Word
about Gatorade quickly spread, and the rest
is history.
That’s my kind of
6-pack #gatorade
@Sports_Life
5
6
GATORADE SPORTS SCIENCE INSTITUTE
Founded in 1985, the Gatorade Sports Science Institute (GSSI) is committed to helping athletes
optimize health and performance through research and education in hydration and nutrition
science.
GSSI scientists study the effects of nutrition
on the human body before, during and after
exercise. For more than two decades, hundreds
of amateur, elite and professional athletes have
participated in testing with GSSI and in studies
with university research partners around the
world. GSSI’s headquarter lab, mobile and
satellite laboratories and on the field-testing
enable a rich variety of athletic research.
GSSI collaborates with universities and
researchers around the world to undertake
research in exercise science and sports
nutrition. The Institute is internationally
recognized for its research and education
offerings, which serve nearly 100,000
subscribers in more than 145 countries. GSSI
has awarded more than 100 Student Research Grants to research fellows and graduate students
throughout North America, Latin America, Australia, Asia and Europe.
Gatorade has specific research-based stance on what stages of physical activity the sports fuel
should be consumed. The science and research that is involved stems from the GSSI.
7
PERSONALITY & BRAND PRESENCE
Gatorade focuses heavily on the ball-and-stick sports – baseball, basketball and football. The
brand's personality can be summed up simply: competitive and intense. Gatorade sees itself
appealing to the athletes who have the need to compete embedded into their very DNA. It
doesn't position itself as the brand to enjoy when sitting on the couch – it is the brand to help
consumers power through the second half of the game.
Gatorade has just begun to pursue opportunities to include other types of athletes. Gatorade
will be launching a program called Road to Brazil to support the 2014 FIFA World Cup,
meeting a major challenge that the company identified: the world’s most popular sports
fuel isn’t fueling the world’s most popular sport. Additionally, Gatorade’s branded social
media content is beginning to feature sports like cheerleading and swimming. Athletes are
responding enthusiastically and sharing the content to their own social media networks.
LOGO EVOLUTION
TRADITION: THE GATORADE SHOWER
The tradition began with the New York Giants football team in the mid-1980s. According to several
sources including Jim Burt of the Giants, it began on October 20, 1985, when the Giants beat the
Washington Redskins 17-3. Burt poured a cooler of Gatorade on coach Bill Parcells after being
angry over the coach’s treatment of him that week. This was the beginning of the now famous,
celebratory “Gatorade shower.”
8
INDUSTRY ANALYSIS
NON-CARBONATED BEVERAGE (NCB) INDUSTRY TRENDS
WHAT IS AN NCB?
Non-carbonated beverages are
drinks that do not have carbon
dioxide. Non-carbonated drinks
include bottled water, tea, coffee,
milk, fruit juice and sports drinks.
This category is one of the fasted
growing and more saturated
categories in the market.
SPORTS DRINK INDUSTRY
Within the non-carbonated beverage industry falls the
category of sports drinks. A sports drink is considered any
beverage that has been modified with vitamins or electrolytes
to aid athletes in performance. Although the NCB industry
is all-inclusive to beverages lacking carbonation, Gatorade’s
direct competitors are water, flavored waters and other
specifically sports-marketed beverages. Other beverages
in the NCB category such as milk, coffee, tea and juice are
considered indirect competitors.
The market for sports drinks is very price sensitive, which might explain why the less expensive
Powerade market share grew from 14.3 percent to 23.4 percent from 2006-2011. In addition, Mintel
suggests Gatorade has suffered from consumer confusion and push back because of its frequent
rebranding efforts.
Flavor, brand, size and price are the top motivators for purchase of sports drinks, according to
Mintel. Consumers also prefer to buy their Gatorade products cold, which is why Mintel estimates
that point of purchase refrigerators account for 37 percent of total Gatorade sales. Endorsements
from sports leagues and athletes is important to less than
one quarter of the total sample, but this is still an important
marketing tool for targeting core users.
My supplement is
#Gatorade, water and
food.
@Adbi_runs
9
INDUSTRY MOTIVATORS
Although Gatorade likes to brand itself as a performance-based fuel for rehydration, Mintel’s survey
shows that 64 percent of respondents say they use Gatorade as a thirst quencher/refreshment
beverage, 42 percent consume it as an anytime beverage and 40 percent just drink it because they
like the taste. Sports drink consumers
are not commonly considered “athletes”
– one in five would actually define
themselves as a couch potato.
About 6 in 10 consumers who don’t buy
sports drinks say it’s simply because
they believe water is enough to meet
their needs. Since flavor is an important
factor to consumers, Gatorade needs
to convince these water-drinkers that
they may prefer the taste of Gatorade as
opposed to plain water.
HEALTH CONCERN: SUGAR
Thirst-quenching ice bath
anyone? #gatorade
@JoshKim17
Half of sports drinks consumers are motivated by all-natural
ingredients, according to Mintel. This is because of rising health
concerns. Although consumer demand for natural beverages
continues to climb, there are very limited options in the sports
drink market. Mintel says that while consumers desire all-natural
sports drinks, they are unwilling to go the extra mile to make a
special trip to a natural foods store to purchase all-natural sports
drinks.
Dietitians and health advocates continue to target sports drinks
for high sugar content. Placing natural sports drinks among
regular sports drinks in the aisle would let consumers know
these options exist and likely increase sales.
10
MARKET ANALYSIS
More than $40 billion in sales of sports and energy drinks were reported in 2010. The global sports
and energy drink market is expected to reach $52 billion by 2016. It is one of the fastest growing
and most innovative segments in the beverage market. The global sports and energy drink market
is expected to grow in volume by more than 3 percent every year.
ECONOMIC FORCES
The 2007 recession and the slow subsequent recovery hit the sports drink industry hard. Many
uncommitted buyers reduced or completely stopped purchasing Gatorade and other sports drinks.
However, sales of sports drinks grew 21 percent from 2007 to 2012, and Mintel predicts the market
will grow by 52 percent from 2013 to 2017.
Although Gatorade and other sports drinks have mostly avoided soda bans in schools, critics have
started making a case to ban all sugary beverages in schools. Mintel suggests that in addition
to low-sugar and low-calorie positioning, sports drinks that feature natural sweeteners have the
potential to grow the market because consumers are looking to cut artificial ingredients, without
sacrificing taste.
Participation in high school sports increased for the 24th consecutive year in 2012-13 and passed
the 7.7 million mark for the first time, according to the National Federation of State High School
Associations. More than 55 percent of students enrolled in U.S. high schools play sports within the
school setting, providing supports for Gatorade’s current target of 13 to 17-year-old athletes. The
competitive level of these athletes is a topic worth exploring.
11
THE MARKETING MIX
PLACE
Gatorade is a warehouse delivered brand and thus has a strong presence in supermarkets, small
groceries, drug stores and delis. It also has strong distribution in immediate consumption channels
such as convenience stores. A growing number of non-traditional retail outlets such as sporting
goods stores have also helped Gatorade’s immediate consumption.
Gatorade.com sells four flavors of 24 packs online for $49.24: Fruit Punch, Cool Blue, Fierce Grape
and Lemon Lime.
PRICE
64 fl oz = $2.79, 32 fl oz = $2.19, 24 fl oz = $1.99, 20 fl oz = $1.79, 12 pack of 12 oz = $5.98
The price of Gatorade varies per store but gravitates around the prices shown above. Stores might
also run promotions on multiple bottles of Gatorade. For example, Walgreens runs a 2/$4 promotion
on the 32 fl oz bottle size.
PROMOTION
• IN STORE
Gatorade takes advantage of physical store displays. It utilizes attractive
wrap around end-caps with a large product capacity. The refrigerated
“refreshment center” is designed to attract immediate consumption.
• PACKAGING
Packaging continues to be an important part of Gatorade’s history.
Gatorade continues to update its bottles for ease, convenience and
looks.
• ONLINE
Gatorade maintains an active online presence. VML developed Mission
Control in Gatorade’s headquarters in Chicago, Illinois. Mission
Control monitors every online mention of Gatorade. At the same time,
Community Managers respond to questions, comments and concerns
from people on social media.
• POSITIONING
In 2009, Gatorade sales dropped sharply. PepsiCo CEO, Indra Nooyi,
believed the company made the mistake of marketing Gatorade as a “social beverage” rather than a
staple for athletes. As another top executive put it, “Gatorade’s not meant for the couch.”
The recent Heritage campaign shifted the focus back to competitive athletes looking for hydration
and fuel.
12
Sales Growth and Decline
Gatorade sales began
to decline in 2007
because of the oversaturated market and
sports drink trend
decline. In 2009, sales
declined another 16
percent, and many
believe it was because
of the bottle label
change. The label
changed so much
that consumers didn’t
recognize the brand
on grocery shelves.
Also during 2009,
Gatorade realized its
consumer was shifting
from intense athletes
to couch potatoes
who drank it for the
“cool factor.” Its core
consumer began to turn to other hydration products.
However, in 2010, Gatorade sales volumes were up 15%. Beverage Digest
publisher John Sicher said, “Gatorade is taking the brand back to its core,
which is a hydration beverage for
athletes, and that has begun to
resonate, which is why Gatorade
is back to double-digit growth.”
2010 also marks the beginning of
Mission Control, when PepsiCo
‘08
‘09
tried to breathe new life into
Gatorade by using the Internet to reconnect with teen
athletes who snubbed Gatorade when it became “uncool.”
Gatorade’s social media infiltration proved successful and
lead to the end of the three-year sales decline. With an
estimated brand value of $2.5 billion, Gatorade dominates 71 percent of the sports-drink category.
GLOBAL EXPANSION
Gatorade is available in 80 countries,
offering more than 30 flavors in the U.S.
and more than 50 flavors internationally.
Gatorade expanded to Japan in 1982,
Canada in 1984, and Europe and South
America in 1988.
13
PERCEPTUAL MAP
RATIONALE
X-axis: Variety
We weighed several aspects of NCBs that motivate our consumer to
purchase, one of which was flavor. We wanted to weigh Gatorade's diverse
array of flavors against its competitors. However, it is important to note that
variety isn't always synonymous with good. Our research has shown that
Gatorade might have too many flavors for the consumer to comprehend.
The king of all
sports drinks
#strawberry
#gatorade
@simgarcia1995
Y-axis: Mass appeal
While Gatorade's defined target is narrow – the competitive athlete – the
truth is that the product is enjoyed by a much larger community. We
looked at key competitors of Gatorade and weighed if they appeal to a mass
audience – like Gatorade – or to a much more niche audience.
14
PRODUCT ANALYSIS
Gatorade is the most researched beverage on the market for athletes and active individuals with
ongoing hydration research conducted by the Gatorade Sports Science Institute in Barrington,
Illinois. It is the most scientifically researched and tested way to replace electrolytes lost in sweat. It
hydrates better than water, which is why it’s trusted by some of the world’s best athletes.
During strenuous physical activity, water is not sufficient in replenishing all of the body’s lost fluids.
Drinking Gatorade is only necessary during and after vigorous activities such as long distance
running, cycling and contact sports. It is not meant for consumption during non-physical activities
and should not be used as the only or main fluid replacement through out the day.
PRODUCT
CURRENT ORIGINAL FLAVORS:
Berry, Cool Blue, Fierce Grape, Fierce Melon,
Fierce Strawberry, Fruit Punch, Orange,
Lemonade, Lemon Lime, Lime Cucumber,
Rain Berry, Rain Lime, Rain Strawberry Kiwi,
Watermelon Citrus, Strawberry Watermelon,
Tangerine, X-Factor Fruit Punch + Berry, Citrus
Cooler, Mango Extremo
CURRENT FROST FLAVORS:
Glacier Cherry, Glacier Freeze, Riptide Rush,
Orange Strawberry, Tropical Mango
MOST POPULAR FLAVOR:
Fruit Punch
15
BOTTLE EVOLUTION
Gatorade designed its newest bottle in 2013 to be lighter, sleeker, easier to grip and featured a nodrip label. It contains fewer ounces, 28 instead of 32, as the bottle costs more to produce.
Why is the no-drip label important? According to Dwayne Wade, Miami Heat All-Star, when athletes
pull their Gatorade out of a cooler full of ice, there’s water dripping from the label and it makes a
mess of their uniform. The new bottle claims to put an end to drips from the label.
16
NUTRITIONAL INFORMATION
INGREDIENTS
Water, Sugar, Dextrose, Citric Acid, Natural
and artificial flavor, Salt, Sodium Citrate,
Monopotassium, Phosphate, Gum Arabic,
Glycerol ester of rosin, Sucrose Acetate,
Isobutyrate, Yellow 5
* Ingredients shown for Original Lemon
Lime flavor only
SCIENCE BEHIND THE
INGREDIENTS
ELECTROLYTES
When athletes sweat they lose electrolytes such as potassium, chloride and sodium. Electrolytes are
lost through sweat and must be replaced to stay hydrated and keep their concentrations in bodies
constant. Gatorade includes a carefully balanced mixture of these electrolytes to keep athletes
hydrated.
CARBOHYDRATES
The carbohydrates in Gatorade include glucose, fructose and sucrose to provide energy to athletes.
OSMOLALITY
Osmolality is the measure of a substance’s electrolyte-water balance. The osmolality of Gatorade is
a little higher than the osmolality of our blood. This is to make sure the body absorbs the Gatorade
quickly during exercise to increase and maintain hydration.
“More than 40 years of scientific research have gone
into Gatorade to assure its formula is optimal. Nothing
rehydrates, refuels or replenishes better.”
GATORADE’S TRUTH BEHIND SUGAR
Gatorade stands by the inclusion of sugar and dextrose in its sports fuel. Joe Grigsby, Director of
Digital Marketing for Gatorade, explained the decision, “Gatorade is an athletic product, not a
health product. While being an athlete includes a healthier lifestyle, it does require specific types
of benefits.” Sugar is that benefit. Gatorade’s target consumer is not trying to cut down on sugar for
health reasons, rather, they understand that sugar and dextrose are the very elements that fuel their
performance. They are part of the essential competitive formula that needs to be replaced after an
intense workout. Therefore, sugar itself is among the benefits--not drawbacks--that Gatorade offers.
17
PERFORMANCE CLAIMS
Gatorade Thirst Quencher is scientifically formulated and athletically proven to replace fluids and
provide energy to working muscles. By offering a scientifically validated blend of carbohydrates (6
percent carbohydrate blend; 14 grams per 8 oz) and key electrolytes (including the proper amounts
of sodium at 110 mg per 8 oz), Gatorade stimulates fluid absorption, helps the body maintain fluid
balance, provides fuel to working muscles and helps enhance athletic performance.
INGREDIENT REMOVAL
Responding to consumer concerns, PepsiCo announced the
removal of brominated vegetable oil (BVO) from its citrus-flavored
Gatorade in January of 2013.
The U.S. Food and Drug Administration’s last review of BVO,
conducted in the 1970s, called for more toxicological testing that
was never performed. A petition on Change.org noted that BVO has
been patented as a flame retardant and is banned in Japan and the
European Union. For Gatorade, spokeswoman Molly Carter said
BVO was used as an “emulsifier,” meaning it distributes flavoring
easily so that it doesn’t collect at the surface. It was only used in
select flavors, including Orange and Citrus Cooler.
Carter said the removal was specifically a response to concerns
expressed by Gatorade customers. BVO has been replaced with an
ingredient called sucrose acetate isobutyrate.
FAN ACTIVISM: Sarah
Kavanagh is the 15-yearold who posted a petition
on Change.org that
prompted the removal
BVO from Gatorade.
NATURAL GATORADE DISCONTINUED
Since consumer trends are leaning toward “natural” products,
PepsiCo created Gatorade Naturals with claims that the drinks
provided benefits of regular Gatorade while using ingredients
like sea salt. The line had limited distribution in select Whole
Foods and Kroger locations.
Gatorade Naturals was discontinued in November of 2013
because the drinks did not resonate with Gatorade’s core
consumer. Not only were consumers unwilling to go out of
their way for the natural version of Gatorade, but athletes do
not drink Gatorade for health reasons other than to fuel and
rehydrate during and after intense competition.
18
CONSUMER ANALYSIS
GATORADE’S TARGET
Gatorade’s Heritage campaign’s current target audience is competitive athletes ages 13 to 17. These
athletes don’t play sports for the fun – they play because the need for competition is embedded in
their very DNA.
Previous Gatorade studies assert that about 15 percent of the population fits this description.
According to Mintel, professional athlete endorsements are very likely to sway this population.
There are nearly 25 million teens in the United States. Of these, 77 percent say they drink sports
drinks. Since there is already high penetration within this market, it can be assumed there is not
much space for expansion by acquiring new users. Instead, increasing consumption frequency is
likely a more effective strategy.
While about a quarter of teens believe exercising is a chore, half say that they know they should
exercise and play sports more than they currently do. And when they do exercise, they are mostly
participating in activities for fun. Forty-six percent of teens say they will only participate in exercise
if they think it is fun. All of these consumers are unlikely to be phased by the Heritage campaign’s
current messaging, because it is targeted at not only teens who exercise, but those who need
exercise and competition to keep themselves going.
Despite this, 33 percent of teens say they do everything they can to keep themselves healthy. This
includes competing in sports, exercising, and consuming healthy foods and drinks. When they are
competing, an overwhelming majority – 67 percent – say they do it to be with their friends.
According to Mintel research conducted in November 2013, half of teenage girls say they know
they should be playing sports more than they currently do. Herein lies an opportunity for Gatorade.
Teenage girls are the group most likely to believe that they will do everything they can to keep
themselves healthy, which suggests that they are likely open to trying new products that will help
them achieve these goals. The report says that these girls are likely to need some motivation to spur
their participation, which Gatorade can provide.
Overall sport drink consumption is about the same between boys and girls, with boys having a
slightly higher consumption rate. For this reason, it’s important that Gatorade’s campaign doesn’t
segment itself to just one gender.
KEY TAKEAWAYS
- Consumption is about the same between genders
- An overwhelming majority of teens prefer to exercise and train in groups
- Teens already have high penetration in the sports drink industry
- Teens are participating in sports for fun
What all us
runners dream
of, a fridge full of
#gatorade
@run_motivated
19
CONSUMER PROFILE
Gatorade’s current definition of “competitive athlete” is missing the mark. Rather than out of an
innate need to compete, research shows that today’s teenage athlete participates in team sports for
fun. We have named them Communal Competitors to more effectively define the teenage athlete’s
lifestyle and values.
THE COMMUNAL COMPETITOR
WHY THE COMMUNAL COMPETITOR?
Communal Competitors love to play sports, work hard and compete. Team sports like basketball,
football, baseball and soccer appeal to them for several reasons, but one trumps them all: they get
to hang out with their friends. If they aren’t on the field with their friends, they’re on their phones
texting their friends. They know their health is important and want to improve it, but these aren’t
things that keep them up at night.
WHO ARE THEY?
They are competitive, maturing and active. But
more than anything, they are social. Not only
are they social on the field, they are social in all
things that they do, and they use social media to
share their experiences.
WHAT DO THEY DO?
Communal Competitors live on a routine. They
wake up early in the morning, squeeze in an
episode of “Teen Wolf” over a bowl of Cheerios
and then rush to catch the bus to school. During
the day, they’re sitting in class or catching up
with their friends during passing period or lunch.
And when the final bell of the day rings, they
rush home so they can eat in a quick dinner before they go to practice. After practice, they head
home to finish up their homework and, if they’re lucky, play some video games or watch TV
before they go to sleep – only to wake up the next morning and do it all over again.
WHAT OTHER PRODUCTS DO THEY USE?
Since they might not have a job yet (only about 13 percent do), the Communal Competitors’
parents do a lot of the buying. The spending occurs when they’re with their friends instead of their
family. When they do spend their hard earned allowances, they’re spending it at places like malls
and movie theaters.
20
WHAT MOTIVATES ATHLETES TO
USE GATORADE?
FLAVOR, PRICE, BRAND AND SIZE
There’s nothing special about
me, I just work extremely
hard. Anything can happen.
#gatorade
@JohnnyBones
USAGE
Are Communal Competitors the primary consumer?
Yes. Although they don’t always make the purchases themselves, they are the highest consumers of
sports drinks. Seventy-seven percent of teens say they drink sports drinks (the next highest is men
between 18-24). There is extremely high brand awareness among Communal Competitors, and
often Gatorade is at the top of their consideration set.
When and how often do they drink Gatorade?
Communal Competitors will drink Gatorade whenever they have practice and it’s in the fridge. If
they’re going to practice and Gatorade is available, they’ll likely choose it over water.
ATTITUDES & MOTIVATIONS
What attributes and benefits do they look for in the brand?
The consumer looks for electrolytes and other ingredient buzzwords they know will power their
intense workout. The target also wants to feel included in the Gatorade brand image. Seeing their
less-traditional sport acknowledged in Gatorade’s advertising will have a powerful and lasting effect
on their loyalty to the brand. Athletes like swimmers, cheerleaders and lacrosse players will be
affected by the Gatorade message just as profoundly as football and basketball players.
What do consumers expect from Gatorade?
Communal Consumers expect Gatorade to be affordable and available. It’s typically the first brand
people think of when they think of sports drinks, so it can often be seen on the sidelines of their
athletic competitions.
#gatorade
21
COMPETITOR ANALYSIS
DIRECT COMPETITORS
POWERADE
Powerade is a direct substitute for Gatorade and
therefore one of its biggest competitors. The
Coca-Cola Company’s share of the sports drink
market is 22.7 percent, second in size only to
PepsiCo. Powerade might see its share rise since
they are the official sports drink chosen by FIFA
for the 2016 world cup in Brazil.
PROPEL
Propel is PepsiCo’s take on “flavored hydration.”
Propel is marketed toward the fitness crowd
instead of the intense athletes that Gatorade
targets. However, with the health trend being
to avoid sugar, some of Gatorade’s consumers
might start looking at Propel as another option to
hydrate during competition.
VITAMIN WATER
Vitamin Water is a brand with a drink for every
occasion. Its drinks have names such as revive,
glow, energy, focus and defense. It is not going
after the intense athletes like Gatorade, but
instead focuses on the moderately active twentysomething female. This product could be seen
as more nutritionally rich than Gatorade may
become a bigger threat in the future.
Manufacturer: Coca-Cola
Number of Flavors: 8
Vitamins: B3, B6 and B12
Protein: 0g
Sugar: 21g
Calories: 80 per serving
Tagline: Power Through
Position: Sports drink
Manufacturer: PepsiCo
Number of Flavors: 9
Vitamins: C and E
Protein: 0g
Sugar: 0g
Calories: 0 per serving
Tagline: The Workout Water
Manufacturer: Glaceau
Number of Flavors: 10
Vitamins: Depends on the flavor
(usually A, B or C)
Protein: 0g
Sugar: 31-32g
Calories: 120 per serving
Tagline: Make Boring Brilliant
Position: Nutritional water
22
MUSCLE MILK
Manufacturer: Muscle Milk
Number of Flavors: 6
Vitamins: 20 essential vitamins
and minerals
Protein: 18-34g
Sugar: 2g
Calories: 170-340
Tagline: Give Me Strength
Position: Protein nutrition shake
BOTTLED WATER
Manufacturer: many brands
Number of Flavors: 1
Vitamins: none
Protein: 0g
Sugar: 0g
Calories: 0 per serving
While Muscle Milk is not in the “sports drink”
category, it still poses a threat due to its market
reach. It is positioned as a drink that should be
consumed before, during and after a workout,
much like Gatorade. It also uses football players
as endorsers and targets intense athletes. Muscle
Milk is beating Gatorade in sales in multiple major
cities including Dallas, Denver, Miami, Orlando,
Phoenix, San Diego and San Francisco.
With recent health trends moving toward sugarfree and calorie-free options, water is now seen
as the obvious alternative to indulgent beverages.
Water has the added benefit of consumers
perceiving it to be the “ultimate hydrator.” It is also
readily available.
INDIRECT COMPETITORS
THE PRICE CONCIOUS
Private label brands hold less than one percent of
the sports drink market share. An example is WalMart’s Great Value Sports drink. Since it is seen as
“off-brand” it is targeted more towards the price
conscious consumers. It could catch the Gatorade
and Powerade potential users that see the value in
sports drinks but also want to see value reflected in
price.
23
THE DEVIL’S NECTAR
POWERADE® is the sports drink that helps
underdog athletes power through adversity.
Powerade was introduced as a sports drink by The Coca-Cola Company
in 1988. The Coca-Cola Company states that Powerade is formulated
with ION4 to help replenish four electrolytes lost in sweat. The brand
positions itself as the sports drink that helps underdog athletes power
through adversity, targeting the audience they call “Young Lions:” males
with an athletic mindset who are goal-oriented.
The market share battle between Gatorade and Powerade has been
referred to as the “biggest rivalry in sports,” and rightly so. The rivalry
between the two beverages originates in a battle to sign Michael Jordan
as an endorser in 1991. Coca-Cola wanted to build rapport for its soon
to be released sports drink, Powerade, but Gatorade landed the deal.
This win by PepsiCo would prove to be instrumental in the brands
dominance. At the time, most Americans had no clue what a sports
drink was, but with Michael Jordan touting its benefits the consumer
base began to skyrocket.
The company still considers its prime competitor to be Gatorade. The two companies have grappled
over the benefit crossover offered by both products that often results in ambiguous lines in
advertising.
A potential competitive advantage that Powerade holds over Gatorade is its wide variety of “Zero”
products, which have zero calories and sugar. Coca-Cola describes Powerade Zero as “the greattasting electrolyte-enhanced sports drink formulated with vitamins B3, B6 and B12 to help the body
metabolize energy from food.” With the attempt to launch a “natural” version of Gatorade failing in
the past year, this calorie free Powerade option is a potential threat for Gatorade.
Both companies are increasing social media use and online presence to build brand equity with
young consumers. However, Powerade recently introduced an incentive-based program: Powerade
Rewards, part of My Coke Rewards. The program rewards consumers with points every time they
drink Powerade or another participating product. Participants can then redeem their points for
rewards, instant wins or an entry into a sweepstakes.
24
THE EXTREME
Red Bull is leading the energy
drink market. It targets
Fall down 7
athletes like Gatorade but
times, stand up 8.
focuses on extreme sports like
#WinFromWithin
snowboarding, kayaking, surfing
and
dirt bike racing. It focuses on
@iRepTeamHEAT
individual sports while Gatorade
focuses on team sports. The intense
athletes that Gatorade targets are
likely to be turned off by the unhealthy
image that energy drinks portray.
THE ALL-NATURAL
Although Gatorade and Powerade have a hold on 99
percent of the market share for sports drinks, products
like AriZona Sports aims to court consumers with an allnatural offering. This drink has no preservatives, color, or
artificial flavor added. It is marketed toward less intense
athletes. Mintel’s consumer survey reveals that 50 percent
of respondents who drink or purchase sports drinks are
motivated by all-natural ingredients.
THE TREND
Coconut water has been a major trend recently and is
being used as a substitute for sports drinks. It is seen as a
healthier option that will not cause spikes in blood sugar.
A 2012 study in the Journal of the International Society of
Sports Nutrition found that coconut water is as effective at
rehydrating athletes as a bottle of water.
THE ORIGINALS
Juice is the least threatening of Gatorades competitors.
However, it is still a part of the NCB category. The market
is actually shifting away from juice as consumers see it to
be high in sugar and calories. Thirty-seven percent of
consumers say they prefer to drink water and 17 percent
of consumers say they prefer flavored beverages, which
include flavored water and sports drinks.
25
PAST MARKETING EFFORTS
ADVERTISING SPENDING
PepsiCo invested an additional $500 million to its existing $600 million advertising budget
in 2012. PepsiCo plans to focus its advertising efforts in North America, and allocate $100
million to implementing and creating in-store display racks.
PepsiCo does not disclose specific percentages regarding how much of the advertising goes
to specific brands. However, PepsiCo plans to focus the investment on Pepsi, Gatorade,
Tropicana, Mountain Dew, Sierra Mist and Lipton.
In the past three years, The Coca-Cola Company spent close to $3 billion on advertising while
PepsiCo has spent less than $2 billion.
ENDORSEMENTS
Gatorade has relied heavily on athlete endorsements to build brand equity. Its target market looks
up to professional athletes, and Gatorade chooses its endorsers carefully. This strategy began with
the historic adoption of Michael Jordan as its first and most famous spokesperson. The tradition has
gone on to include numerous great athletes representing various sports.
NOTEABLE ADVERTISING CAMPAIGNS
Gatorade has taken several approaches with their advertising efforts to reach multiple target
audiences. Gatorade transitions from targeting the everyday consumer to the intense athlete.
The following are a few of their most notable campaigns.
26
GATORADE IS THIRST AID
BE LIKE MIKE
Gatorade launched a campaign
saying, “Gatorade is thirst aid for
that deep-down body thirst.” This
campaign helped to drive sales
to nearly $900 million by the end
of the decade. The campaign
ran from 1984 until 1990. The
campaign was instrumental
in debuting the relatively new
product. The campaign showed
people doing every-day activities
like mowing the lawn benefiting
from Gatorade. The TV spots
ended with “That’s why the
pro’s drink it,” to emphasize the
celebrity use.
In 1990, Quaker signed a 10-year $13.5 million
contract to make Michael Jordan the exclusive
Gatorade celebrity spokesperson. AdAge called the
TV spot “the most iconic sports commercial of all
time.” This campaign was monumental in positioning
Gatorade as the leading sports drink. At the time,
consumers had no idea what the innovative sports
drink concoction was; but if Michael Jordan was
drinking it, so would they.
IS IT IN YOU?
Gatorade’s “Is it in you?” campaign was
successful because viewers felt the message
spoke directly to them. By capitalizing on
famous sports players and having a constant
presence on sidelines, Gatorade has become
synonymous with sports, victories and hard
work. The “Is it in you?” campaign challenged
the viewer to go out and perform their best.
27
BECOME
Probably one
of the coolest
things I’ve ever
done #Gatorade
#WinFromWithin
@howe_you_doin
The Become Campaign was targeted toward
mothers of young athletes. The campaign
highlighted the vital role moms play in athletes’
performance. The campaign gave advice to
mothers on how to keep their athletes healthy. Ads
emphasized facts like, “70% of athletes show up
to athletic events dehydrated” and encouraged
parents to buy Gatorade for their children.
HERITAGE
Gatorade’s Heritage program gave rise to the
Win From Within hashtag. The program aims to
both celebrate the epic history of Gatorade and
help high school competitive athletes understand
and demonstrate what it means to Win From
Within. Typically only elite athletes have been
on the iconic packaging. However, the Heritage
Campaign encourages athletes from all sports
and competitive levels to put their own Win From
Within moments on a
digital Gatorade bottle
and share it across social
media. This audience engagement created a two-way conversation that has
proven successful. The campaign has surpassed all benchmarks established
to measure success.
The “win from within” tagline focuses on the idea that what athletes put
into their bodies is just as important as what they put on them. The first
advertisement in the campaign launched at the January 2, 2012 Fiesta Bowl,
and compared high school and professional athletes and focused on the idea
that “…nothing you put on is enough.”
28
BRAND EQUITY & POSITIONING
BRAND POSITIONING STATEMENT
“To the team player who gives it their all, Gatorade is the
fuel that will make sure you feel just as good off the field as
you do on it.”
RATIONALE
PepsiCo created Gatorade for athletes. It is crafted with
a blend of ingredients with one goal: to refuel athletes
– and that is what it is known for. Gatorade enjoys an
overwhelming hold on the sports drink market – more than
70 percent. Athletes associate the brand Gatorade with
performance.
Gatorade offers a variety of flavors for athletes to
experiment with, encouraging them to find their favorite.
Although concerns over the drinks’ sugar content exist,
Gatorade provides electrolytes and other nutrients essential
to athletes' recovery.
COMPETITOR POSITIONING
Powerade, conversely, focuses on the underdog. Which is fitting, as it sees a much smaller
influence on the sports drink category. Powerade wants to help athletes through adversity.
BRAND EQUITY THROUGH PARTNERSHIP
Global Director of Sports Marketing Jeff Kearney said, “We’re a brand that was built on knowing and
fulfilling athlete needs. And one of the most important things we can do for our brand equity is to
ensure we’re staying true to our audience. It goes back to the cliché: You have to build your brand
GATORADE PLAYER OF THE YEAR
The Gatorade Player of the Year award: It was established in 1985 to recognize and celebrate the
nation’s most outstanding high school talents for their athletic achievement, academic excellence and
exemplary character. Now in its third decade, the Gatorade Player of the Year award has become one
of the most prestigious accolades in high school sports.
GATORADE CARES
Gatorade uses a proprietary air-rinse technology to clean newly manufactured bottles with air
instead of water in all manufacturing plants. This technology is helping Gatorade save almost 150
million gallons of water per year. The company also institutes comprehensive "water mapping" at
manufacturing facilities to increase awareness of water conservation with associates.
29
COMMUNICATION STRATEGY
ONLINE PRESENCE
Gatorade maintains an active online presence on social media sites including Twitter, YouTube,
Instagram and Facebook. Gatorade has
several Twitter profiles for countries including,
Venezuela, Mexico, UK, and Brazil to appeal to
different audiences.
Gatorade maintains an active Instagram account
by posting pictures daily. Pictures range from
advertisements with famous athletes to pictures
of everyday people pushing themselves
physically and enjoying Gatorade. It also uses
Instagram and Twitter to further any existing
advertising campaigns by incorporating the use
of hashtags.
Gatorade also posts pictures of events it sponsors such as the Super Bowl. The brand harnesses its
international awareness by showcasing region-specific athletes on specific international Instagram
and Twitter accounts.
Gatorade utilizes the Mission Control center developed by VML to track and monitor every mention
of Gatorade online. The Mission Control
Center is monitored by VML employees
that respond to questions, concerns, or
comments brought about by consumers on
any social media platform.
Gatorade also has an interactive website
where consumers can learn more about
how Gatorade affects athletes’ bodies. The
site allows viewers to click on different parts of the body, such as the heart or muscles, and see how
Gatorade aids hydration during physical activity.
TELEVISION
2.5 hours of
football this
morning...
electrolytes and
I reconnect
this afternoon...
soccer tonight
#Gatorade
@MatherPE
Gatorade is the official sports drink of the NFL, MLB, NBA, WNBA, NHL, US
Soccer Federation and many other sports. It also sponsors college and high
school athletic teams. TV shows Gatorade jugs, cups and water bottles on the
sideline of almost every professional game.
Gatorade typically runs advertisements during Super Bowls and during
major games. These commercials often feature famous athletes consuming
the product during physical activity. The commercials are meant to be
inspiring to the audience. Gatorade is often depicted as the competitive
edge athletes need to beat their opponents.
30
PRINT
Gatorade produces region-specific print advertisements that feature famous athletes from particular
regions with hopes that Gatorade will gain top-of-mind awareness with athletes from those areas.
Many print advertisements include athletes pushing themselves to the extreme while working
out or playing a sport. The athlete is not always drinking Gatorade, in fact most of the time the
Gatorade logo is simply in the corner of the advertisement with its tagline. More recently, its print
advertisements have included hashtags to incorporate social media such as #WinFromWithin.
POINT OF PURCHASE & PACKAGING
Research has shown that consumers prefer Gatorade to be cold upon consumption. Gatorade
capitalizes on this by having in-store displays at the beginning of checkout lines and at the end of
grocery store isles.
Consumers’ attention is also drawn to elaborate in-store displays. Gatorade ties in its sponsorship to
the NFL and other organizations by using creative in-store displays.
Famous athletes who sponsor Gatorade often grace the famous bottle itself, and the packaging often
ties into the current advertising campaign.
OUT-OF-HOME
Gatorade produces billboards that tie in with its print
adverting. One of its most famous billboard campaigns
has a simple background of one of its classic flavors
and the iconic “G” logo in the center. Gatorade has also
produced billboards with the famous athletes it sponsors
in moments of victory on the field or on the court with the
Gatorade logo in the corner. These advertisements are
unique because they rarely feature a headline or body
copy. The picture often speaks for itself.
CAUSES & PARTNERSHIPS
As stated previously, Gatorade is the official sports drink of the NFL, MLB, NBA, WNBA, NHL, AVP
and the US Soccer Federation in addition to high school and college sports teams. Gatorade
distributes its products to all of the teams it sponsors as well as other products such as coolers,
towels and water bottles.
Gatorade also partnered with Action Against Hunger to create the “G Movement,” a campaign that
challenged athletes to raise awareness and funds to end global hunger. Gatorade’s sponsorship
included training grants for athletes, the production of promotional videos and a $100,000
contribution.
Gatorade also sponsors athletes to educate others on the importance of sports nutrition. For
example, Gatorade sponsors Cam Newton and works with him in the Gatorade Sports Science
Institute to identify ways he can improve his on-field performance through proper sports fueling
and training.
31
MISSION CONTROL
Gatorade has one of the newest and
most cutting edge marketing tools
available today. Behind the scenes,
Gatorade’s marketers are quite literally at
the center of the social media world. The
company, along with VML, created the
Gatorade Mission Control Center inside
its Chicago headquarters. It has six
large monitors and several dashboards
with visual data that allow employees
to see real-time social media trends
related to the brand. This gigantic “super
computer” uses a special IBM server
that handles any mention of Gatorade
globally across almost all social media
including Twitter, Facebook and blogs.
It can even track words that relate to Gatorade such as athlete, training, sport and nutrition. This
incredible tool is one of a kind and gives Gatorade the upper hand at being able to stay “in the
moment.”
The goal of the project, says Senior Marketing
Director, Consumer & Shopper Engagement
Carle Hassan, is to “take the largest sports
brand in the world and turn it into largest
participatory brand in the world.” To that end,
the company is not only monitoring its brand
on social media, but giving its fans increased
access to Gatorade’s athletes and scientists.
“These people are leading something
that has never been done at PepsiCo
before. It is an interaction and
engagement with consumers that this
company has never before invested in.”
- William Morris, Director of Mission
Control
32
Mission Control
not only monitors
chatter nationally-it monitors global
conversation about
Gatorade. The
software provides an
analysis of the general
mood surrounding
the brand all around
the world.
Gatorade employees
all around the world
can access Mission
Control using a server
that VML developed.
Community Managers
don’t have to be
at Mission Control
to benefit from the
massive amounts of
data analysis.
The programs run
continuously on
flat screen TVs in
the Mission Control
center. Employees can
stop by and monitor
chatter whenever they
please.
33
SWOT ANALYSIS
#Gatorade <3
@CaandeDecima
34
STRENGTHS
Gatorade is a historic and strong brand with recognition all over the globe. Paired with the Gatorade
Sports Science Institute, the brand has consistently proven their dedication to front-line sports
research and making sure their product is delivering on athlete’s needs. The strong findings about
Gatorade are top-of-mind for athletes who know that drinking Gatorade will fuel their bodies far
better than water or other competitors could. Gatorade’s strong partnerships with professional
athletic organizations around the world reinforce this image in the consumer’s mind. And the
Gatorade consumer is a unique one- dedicated to their bodies and the brand, they consider their
athletic success a partnership with Gatorade, and share this bond openly on social media. They are
brand loyal.
WEAKNESSES
Gatorade is a strong sports drink brand; however, they cater to a very limited target audience.
Gatorade knows who they want their consumer to be, but this idealized image is rarely aligned
with reality. Furthermore, isolating certain sports markets by not including them in Gatorade’s
positioning may drive down sales. This narrow focus on only a few sports may be hurting the brand.
Additionally, the frequent addition of new and limited release flavors may annoy or confuse the
consumer. By focusing on cranking out constant new flavors, Gatorade may be ignoring need for
other kinds of product innovation. However, the introduction of energy bars and Gatorade chews
are beginning to tap into this market.
OPPORTUNITIES
Emerging international markets are offering huge opportunities for all kinds of products, especially
the widely varied NCB category. Gatorade has begun to pursue these opportunities, and does an
excellent job reaching out to each international market it conquers. Additionally, nutrition trends
across the nation are beginning to reflect consumers’ growing health concerns and desire to limit
sugar intake. Expanding into different drink types, including a sugar free option, could present a
large opportunity for sales. Embracing this health trend could result in gaining more of the market
share. Finally, another effective approach to increasing market share is to continue to build strong
partnerships with the schools and universities that are so closely bound to competitors’ athletic
journeys. This is a great opportunity to increase touch points with the consumer.
THREATS
This same health trend also presents a threat if Gatorade fails to respond. Competitors like Powerade
are already offering a sugar free option that may appeal to these health-conscious consumers.
Additionally, the target market of 18-24 year old males is becoming increasingly interested in the
energy drink segment of the market. Gatorade should address the health benefits of consuming
an electrolyte-based drink for energy rather than artificial stimulants. Water is also always a strong
competitor. It is readily available almost everywhere, and poses a threat by being cheaper (often
free). The perception that water is the most hydrating substance, as well as being calorie and sugar
free, can paint the picture that it is the best choice for athletes; Gatorade needs to combat that
conviction. Overall, the strongest threat is the increasingly saturated nature of the NCB category.
Gatorade must continue to be a standout product to maintain the company’s market share.
35
CONCLUSION
As the Situation Analysis team for Gatorade Heritage, we have presented valuable information for
the NCB industry, the sports drink category and Gatorade as a brand. We have provided an indepth appraisal of sports drink consumers and have determined the segment of athletes that offers
the greatest financial opportunity for Gatorade. Here, we present our recommendations for further
research and strategy that teams 2, 3 and 4 can utilize for our final proposal for Gatorade.
BROADEN THE TARGET AUDIENCE
• Gatorade currently focuses on ball-and-stick sports and the “competitive athlete.” While it
is focusing on the correct age range, 13 to 17, it is limiting the brand’s opportunities.
• The definition of the competitive athlete alienates social athletes who are less intense
but still play for more than just recreation. These Communal Competitors still value the
Gatorade message and seek the same hydration benefits.
• Gatorade should include sports such as soccer, lacrosse, swimming, cheerleading, field
hockey, competitive dance, rugby, and more.
• The brand can incorporate this new message in all communications to reach the
Communal Competitor.
FIGHT THE GOOD FIGHT
• The current health trend, that sugars are always bad is taking a toll on the perception of
Gatorade.
• Gatorade needs to educate its audience with spots like the Cam Newton “The Science of
G” interactive experience on the Gatorade website to show consumers how athletes’ bodies
need and use glucose during strenuous physical activity.
HERITAGE NEEDS TO FOCUS ON THE HERITAGE
• Gatorade is not just a sports drink, it’s a fuel. It was developed to be a fuel, and having the
younger generation understand that is critical. Stick to the story of Gatorade’s history-- it’s
exciting enough and doesn’t need extra hype.
• Gatorade as a company is so consumed with its own history, that it forgets their target is far
removed from the age group that knows the story. Consumers need to hear it again (even if
that bores corporate).
• #WinFromWithin needs to relate back to the roots of Gatorade, when the sports fuel began
to fuel the Gators from within their bodies.
• Unite the message, while avoiding “matching luggage.” The digital experience doesn’t
need to be the same as TV, but they need to connect.
If Gatorade can properly reach Communal Competitors, the
audience will respond with loyalty to the Gatorade brand
message, which will lead to higher sales.
36
37
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#WinFromWithin
39