IsoZag
Russell Puleo, Chad Wengloski, and
Sierra Ballsieper
Business Marketing
Sports Drink Market Background
 Gatorade
created for
Univ. of
Florida
football
team.
 Powerade
sponsored
the 1988
Olympics.
Demographics of Sports Drink Market
 Ages 13-19
prefer sports
drinks
 Males
especially
prefer sports
drinks
Geographics of Sports Drink Market
 Popular in
warmer climates
the South,
California, etc.
 Still popular in
cooler climates,
but not as much.
Psychographics of Sports Drink
Market
 Athletic-minded
people
Play or follow
Sports
Staying fit, and in
shape
Competitors - Place
 Convenience Stores
 Supermarkets
 Gas Stations
 Fast-Food
Restaurants
 Sporting Events
Competitors - Price
 Gatorade – 12 pk. = $25.29, unit =
$2.11
 Powerade – 12 pk. = $23.89, unit =
$1.99 (from Price Chopper)
Competitors - Product
 Gatorade:
 G-Series
 G-Series Pro
 G-Series Natural
 Powerade:
 Powerade ion4
 Powerade Zero
 Powerade Energy
Competitors - Promotion
 Both sponsor
players and
leagues
 Social networking
is used, primarily
by Gatorade
 Powerade –
“Street Teams”
Target Market for IsoZag
 Appeal to people who are
athletic, and physically
active.
 Focus primarily on age
group of 13-19.
 Emphasis on advertising
in warmer climates.
 Target males and
females.
Suggested Marketing Mix for
IsoZag
 Place – Same locations.
 Price – 12 pk. = $24,
unit = $2.
 Product – Offer same
variety, use high quality
natural ingredients.
Bottle is unique and
stands out.
 Promotion – Utilize the
social networks, sponsor
athletes, NCAA March
Madness,
Works Cited

"Athletes." Gatorade. Gatorade, n.d. Web. 19 Nov 2012. <http://www.gatorade.com/history/>.

Bauerlein, Valerie. "Gatorade's 'Mission': Sell More Drinks ." The Wall Street Journal. Dow Jones
& Company, Inc., 23 2010. Web. 19 Nov 2012.
<http://online.wsj.com/article/SB10001424052748703466704575489673244784924.html>.

"Drinks demographics." Beverage World 15 Nov. 2006: 71+. General OneFile. Web. 23 Oct.
2012.<http://go.galegroup.com/ps/i.do?id=GALE%7CA163046986&v=2.1&u=s0711&
it=r&p=GPS&sw=w>

Fredrix, Emily. "Pepsi Suing Coca-Cola Over Powerade Ads." The Huffington Post.
TheHuffingtonPost.com, Inc., 13 2009. Web. 19 Nov 2012.
<http://www.huffingtonpost.com/2009/04/14/pepsi-suing-cocacola-over_n_186709.html>.

“Gatorade Perform." Price Chopper. Price Chopper. Web. 19 Nov 2012.
<https://pricechopper.elsstore.com/brandstores/4911-gatorade/categories/31601-02-perform>.

"History." Gatorade. Gatorade, n.d. Web. 19 Nov 2012. <http://www.gatorade.com/history/>.

Lenius, Pat Natschke. "Sports drinks on the move: new products and heavy promotions are
prompting retailers to seek a new location for sports drinks." Supermarket News 11 July 1994:
31+. General OneFile. Web. 23 Oct. 2012. http://go.galegroup.com/ps/i.do?id
=GALE%7CA15560146&v=2.1&u=s0711&it=r&p=GPS&sw=w

"Powerade Products." Powerade. The Coca-Cola Company , n.d. Web. 19 Nov 2012.
<http://www.poweradegb.com/>.

"The G-Series." Gatorade. Gatorade, n.d. Web. 19 Nov 2012. <http://www.gatorade.com