1. A. What is the history of your company and include the following: when it
was founded, who and why it was founded?
In the summer of 1965, Florida Gators’ assistant coach Ray Graves began to
question why his players were suffering from heat related illnesses. They were
drinking plenty of water. University researchers soon discovered that players were
losing electrolytes and fluids through their sweat and water couldn’t replace what
they were losing. The researchers took their findings into their lab and began to
create a drink that would help the Florida Gators feel rehydrated, replenished, and
refueled during their most intense athletic events. Thus Gatorade was born. The
earliest of Gatorade contained water, sodium, sugar, potassium, phosphate and
lemon juice. Ten players on the University of Florida football team tested the first
version of Gatorade during practices and games in 1965.
The team finished the season 7-4, outlasting favored opponents and the heat. The
Florida Gators gave credit to Gatorade after winning their first Orange Bowl over
the Georgia Tech Yellow Jackets in 1967. After that, the drink gained
creditability throughout the sports world. Yellow Jackets coach Bud Carson,
when asked why his team lost and he said "We didn’t have Gatorade. That made
the difference."
Shortly after the 1967 Orange Bowl, Robert Cade entered into an agreement with
Stokely-Van Camp, Inc. (S-VC), a canned-food packing company. They agreed to
produce and sell Gatorade in the U.S. as a commercial product. In the same year,
a licensing arrangement made Gatorade the official sports drink of the National
Football League (NFL). A year after its commercial introduction, S-VC played
around with the original Gatorade recipe and finally discovered different forms of
the lemon-lime and orange flavors. This new formulas added fructose and
removed the sweetener cyclamate, which was banned by the FDA in 1969.
In the early 1970s, the researchers who invented Gatorade were entitled to
ownership of its rights even though they were working under a federal government
grant that provided the money to fund their research. The University of Florida
also claimed partial rights ownership. In 1973, the university was given 20
percent share of Gatorade royalties which totaling $100 million as of 2004.
Quaker Oats purchased S-VC and Gatorade in 1983 for a total of $220 million.
After that, they began to expand the Gatorade name and sold to Canada, Asia,
South America and parts of Europe. In 2011, PepsiCo bought Gatorade from
Quaker Oats for $13 billion. PepsiCo added Gatorade to their wide range of foods
and beverages.
1. B. Create a timeline
1966: At the University of Florida, Dr. Robert Cade and Dr. Dana Shires create
Gatorade for the university's football team, the Gators.
1966/1967: Dr. Cade comes to an agreement with Stokely-Van Camp, Inc. (S-VC)
to produce the already patented product.
1967: The Gators begin to officially drink Gatorade. They beat Georgia Tech for
their first Orange Bowl title. The Tech coach is asked why his team lost: "We
didn't have Gatorade. That made the difference."
1967: At this time, the only flavor is yellow Lemon-Lime.
1968: Sports Illustrated writes: "Famous athletic teams rave over a cloudy, limegreen liquid with some strange attributes and an unfamiliar taste."
1969: The Kansas City Chiefs begin to drink Gatorade, which they attribute to
their Super Bowl title of that year.
1970s: Elvis Presley drinks Gatorade on stage, taking a sip between songs and
saying, "This is Gatorade -- in case you want to aid your gator."
1973: S-VC and Dr. Cade settle a lawsuit with the University of Florida. The
university claims they own the rights to the Gatorade formula. From that day on,
the University receives well over $80 million in royalties.
1983: Quaker Oats wins the bidding war with rival Pillsbury, and buys S-VC.
1983: Fruit Punch Gatorade debuts.
1985: The Gatorade crew begin to focus on the youth athlete market.
1988: Quaker Oats opens the Gatorade Sports Science Institute (GSSI).
Late 1980s: Pepsi receives licensed manufacturing of Gatorade in some world
markets.
1990: Gatorade Light debuts but fails because athletes and non-athletes alike want
the real thing.
1993: Iced tea with Lemon Gatorade debuts.
1997: Frost Glacier Freeze, Frost Riptide Rush, and Frost Alpine Snow debut.
1998: Quaker Oats sues Pepsi in Australia for using Gatorade secrets to make their
own drink, All Sport. Quaker wins the case.
1999: The Gatorade Energy Bar debuts, with the following flavors: Berry,
Chocolate, Chocolate Chip, Peanut Butter, and Peanut Butter & Chocolate Chip.
1999: Fierce Lime, Fierce Melon, Fierce Berry, Fierce Grape, and Midnight
Thunder Gatorade flavors debut.
2001: Pepsi wins a bidding war with Coca-Cola and acquires Quaker Oats.
2001: Passion Fruit, Starfruit, and Frost High Tide Gatorade flavors debut.
2002: Strawberry Ice, Lime Ice, Orange Ice, and Frost Cascade Crash flavors
debut.
2003: Gatorade introduces Propel, a "fitness water".
2003: Cool Blue, Extremo Tropical Intenso, Extremo Citrico Vibrante, Extremo
Mango Electrico, Watermelon Ice, Berry Citrus, and Fierce Strawberry Gatorade
flavors debut.
2004: ESPN the Flavor, X-Factor Fruit Punch + Berry, X-Factor Orange +
Tropical Fruit, and X-Factor Lemon-lime + Strawberry debut.
2005: Lemonade, Raspberry Lemonade, Strawberry Lemonade, All-Stars Grape,
All-Stars Lemon-Lime, All-Stars Berry, Cooler Orange, and Cherry Garcia
Gatorade flavors debut.
2008-2010: Between 2008 and 2010, Gatorade re-branded a number of its
products. Original Gatorade was initially re-labeled as Gatorade G. Gatorade
Rain was re-labeled as No Excuses. Gatorade AM was re-labeled Shine On;
Gatorade X-Factor was relabeled as Be Tough; and Gatorade Fierce was relabeled
Bring It.
2009: Gatorade discontinues some product to make room for Prime and Recover
as part of the G-Series re-branding
2. What major accomplishments has the company experienced in recent
years?
Gatorade has a long history of accomplishments. The reason Gatorade
accomplished so much is because it is the only sports drink that guarantees to help
your performance while rehydrating and refueling you. Gatorade is the official
drink of NASCAR, the NFL, the NBA, the WNBA, US Soccer, MLB, and the
PGA. In 2011 Gatorade was reintroduced to New Zealand by Bluebird Foods, a
smaller division of PepsiCo in New Zealand. The product is made in Australia by
Schweppes Australia and imported to New Zealand and distributed along with
Bluebird potato chips. As distribution of Gatorade expanded outside of the U.S.,
localized flavors were introduced to conform to regional tastes and cultural
preferences, among other factors. For example, Blueberry is available in
Colombia, and in Brazil a Pineapple flavor of Gatorade is sold. Rainbow has been
a flavor sold in Russia, and in Australia, flavors include Antarctic Freeze and Wild
Water Rush. Some flavors that have been discontinued in the U.S., such as Alpine
Snow and Starfruit, have since been made available in other countries.
3. List the divisions and products of your product.
Gatorade is a division of PepsiCo so Gatorade doesn’t have any smaller divisions,
just a lot of products. Here is a list of the Gatorade products provided by
PepsiCo.com.
North American Brands
G Series
• 01 Prime - Orange, Fruit Punch, Berry
• 02 Perform:
◦
G Original Thirst Quencher - Lemon-Lime, Glacier Freeze, Lemonade, Cool
Blue, Citrus Cooler, Fruit Punch, Orange, Riptide Rush, OrangeStrawberry, Tropical-Mango, Grape, Melon, Strawberry, Fruit Punch +
Berry, Lemon Lime + Strawberry, Orange + Tropical Fruit, Berry, Lime,
Strawberry-Kiwi
◦
G2 (low-calorie) — Fruit Punch, Blueberry-Pomegranate, Lemon-Lime,
Orange, Grape, Glacier Freeze
◦
G Powder — Lemon-Lime, Fruit Punch, Orange, Grape
◦
G2 Powder — Fruit Punch, Grape
◦
G Natural — Blackberry Raspberry, Lemon Berry, Orange Citrus
◦
G2 Natural — Berry, Citrus Mango, Orange Pomegranate
• 03 Recover - Strawberry-Kiwi, Lemon-Lime-Orange, Mixed Berry
G Series Fit
• 01 Prime — Banana Nut Chocolate, Cranberry Pistachio, Cinnamon Raisin Flax
• 02 Perform — Mango Passion Fruit, Melon Pear, Acai Blueberry
• 03 Recover — Strawberry Banana, Mixed Berry, Mango Pineapple
G Series Pro
01 Prime
• Prime Pouch — Berry, Lime
• Carbohydrate Energy Drink — Grape, Fruit Punch, Orange
• Nutrition Bar — Chocolate Chip, Peanut Butter Crunch, Oatmeal Raisin
02 Perform
• Endurance Formula:
◦
Ready-to-Drink, Multi-Serve Powder and Powder Sticks — Lemon-Lime, Fruit
Punch, Orange
• Gatorlytes
03 Recover
Protein Recovery Shake — Chocolate, Vanilla, Strawberry
International Brands
• Gatorade G - Berry, Cool Blue, Frost Cascade Crash, Frost Glacier Freeze, Frost
Riptide Rush, Fruit Punch, Ice Punch, Lemon-Lime, Mango, Orange, Strawberry
G2 - Blueberry-Pomegranate, Fruit Punch, Glacier Freeze, Grape, Lemon-Lime, Orange
4. Services included with your product’s purchase to the buyer and the
ultimate consumer purchasing the product.
Gatorade does provide services with the product. After Gatorade is put in stores,
we will send a workforce to your store to train the employees on the right way to
stock Gatorade on the shelves to make it the most appealing to the customers. We
will also send representatives to set up a booth in your store to hand out
promotions such as sweatbands, key chains, brochures on the research behind
Gatorade and more. Gatorade is worldwide product and is everywhere in sports so
there will be no need for huge advertising campaign in your store to let the
ultimate consumer know that you sell Gatorade. Once they find out, they will be
back to buy more.
5. Is there a toll-free number for Customer Service to the buyer’s business
and buyer’s customers that will offer assistance with questions?
At Gatorade, we try our hardest to help out our customers with any problems they
have. If you have any problems, concerns, recommendations or comments our toll
free number is 1-800-88-GATOR (1-800-884-2867). You can also e-mail us at
this link, http://cr.gatorade.com/usen/gatusen.cfm?date=20120227. This allows
you to send us a specific problem or concern and we will get back to you as soon
as possible.
6. Does your company ensure fast order fulfillment and quick turnaround
from order to delivery date to the prospect without delays?
Gatorade makes sure that the ultimate consumer and prospect buyer is 100%
satisfied with the products and services. When there is an order for more of our
product in a store, the items are packaged, loaded in the trucks and shipped out on
the same day. It is preferred that when a store is running out of the product and
needs more, a notice in advance will be more helpful to ensure that the product
arrives on time and doesn’t delay the sales in the store. When the ultimate
consumer purchases products off of our website, the delivery will arrive between
the time period the customer chose, for example if you order a pack of Gatorade G
and choose 2-6 business days, it will arrive between then. Any delays with
purchases online is the result of Fed-Ex and is out of our control.
Bibliography
"Contact Gatorade." Gatorade.com.
<http://cr.gatorade.com/usen/gatusen.cfm?date=20120227>.
"Gatorade." Gatorade. <http://www.gatorade.com/>.
"History." Gatorade® -. <http://www.gatorade.com/history/default.aspx>.
"Gatorade." Gatorade. <http://www.gatorade.com/>.
"Gatorade® - FAQ." Gatorade®.
<http://www.gatorade.com/frequently_asked_questions/default.aspx>.
"PepsiCo Home | PepsiCo.com." PepsiCo Home. <http://www.pepsico.com/>.
"PepsiCo Gatorade Brands | PepsiCo.com." PepsiCo Home. Web.
<http://www.pepsico.com/brands/Gatorade-Brands.html>.