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
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