J304 gatorade brief print (1)

GatoradeA creative brief by Lauren Metzler and Michael Portman

Continue The Legend. (n.d.). Branding Magazine. Retrieved from: http://www.brandingmagazine.com/wp-content/uploads/2013/03/gatorade-path-of-the-lightning-bolt.jpg

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Executive SummaryOur mission was to establish the current state of the Gatorade brand, details about our product, Orange Gatorade, and suggest options to expand the reach of Gatorade’s stra-tegic communications. In order to do this, we used resources including: Mintel reports, the Gatorade Company website, and other online sources.

Our findings were that Gatorade has its desired brand image, top of mind consideration, and the largest market share of any sports drink, but its sales decreased last year. Gatorade is already reaching its target audience of athletic young people, specifically men. What we suggest to expand Gatorade’s scope is to try to reach more women and aging individuals who want to keep an active lifestyle, while still keeping its current image of strength and intensity.

Gatorade Bottle. (n.d.). Tinypic. Retrieved from: http://tinypic.com/view.php?pic=2nrzja1&s=3#.VHzhSfnF8iZ

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Table of ContentsBackground Information.................................................................................................................5

Target Audience..............................................................................................................................6

Features and Benefits.....................................................................................................................7

Current Brand Image......................................................................................................................9

Desired Brand Image......................................................................................................................9

Direct Competitors......................................................................................................................11

Indirect Competitors..................................................................................................................11

Advertising Goal...................................................................................................................13

Strategic Message............................................................................................................13

References.....................................................................................................................14


Product

Gatorade Drops of Sweat. (n.d.). Ads of the World. Retrieved from: http://adsoftheworld.com/sites/default/files/images/gatorade-drops-of-sweat2.jpg

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Background InformationSports drinks owned over half of the nutritional and performance drink market share with 56.6 percent between 2012 and 2013 (Mintel 2014) and Gatorade, owned by PepsiCo, dominates the sports drink market. Between 2012 and 2013, Gatorade Perform had 51.7 percent of the sports drink market share. The success of these products has helped PepsiCo to the top of the sports drink category. PepsiCo, between 2012 and 2013, had 44.3 percent of the market share, almost 25 percent more than the leading competitor, Abbott Laboratories Inc. (Mintel 2014).

Gatorade was created in the summer of 1965 at the University of Florida. The assistant football coach tasked the university physicians to find out why the players were affected by the heat and heat-related illness. Dr. Robert Cade and his team of physicians realized that the electrolytes lost in

sweat were not being replenished and, as a result, the athletes were suffering. They developed a carbohydrate-electrolyte balanced beverage and named it “Gatorade.” The success of Gatorade was evident in following football seasons and in the players’ performances (Gatorade 2014).

Today, Gatorade is the official sports drink of the men’s and women’s teams from over 70 Divi-sion 1 colleges, the NFL, NBA, AVP, PGA, MLB, MLS, among other elite organizations and teams. In addition to its renown in the world of sports, Gatorade continues its innovative research at the Gatorade Sport Science Institution, as well as developing products that allow athletes to deliver their peak performances (Gatorade 2014).


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Target AudienceDemographics:

Male- Men are more likely to use sports drinks than women in all age categories (Mintel, 2013). 77% of men ages 18-34 are heavy users of grocery stores (Mintel, 2013)

Young- Children and teens are more likely to use sports drinks, like Gatorade. 75% of children ages 6-11 use sports drinks and 71% of teens ages 12-17 use them (Experian Marketing Services, 2013, found on Mintel). However, sports drinks are used by people of all ages. 59% of consumers aged 18+ have used sports drinks (Mintel, 2013).

Higher Income- 85% of people in the highest household income category reported shopping once a week or more (Mintel, 2013). If they are doing the most grocery shopping, they are more likely to buy luxury items, like Gatorade.

Psychographics:

Variety/Individualism- People who use performance enhancing products, like sports drinks, agree that they can find a product that fits their activity level. 79% of performance food/ drink users agreed with this, which indicates that they appreciate the freedom to find a product tailored to their lifestyle (Mintel 2012).

Balanced Feeling- 75% of performance product users agreed that they feel more balanced from electrolytes in those products. People who like feeling balanced and healthy and be-lieve that a sports drink or other supplement can provide that feeling, use these products (Mintel, 2012).

Treat Yourself- 68% of performance product users agreed that sweet flavored sport drinks make them feel like they’re treating themselves. These are people who enjoy indulgence (Mintel, 2012).

Why care?

“…most scientifically researched and game-tested way to replace electrolytes lost in sweat.” It helps athletes perform at their best with superior hydration. (Gatorade, 2014)


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Features and Benefits


Gatorade Quality: Gatorade was the first sports drink of its kind and it continues to provide results

Energy Boosting: each 8-ounce bottle provides 16 grams of carbohydrates

Prevents Dehydration: hydrates better than water by replacing what you lose while sweating

Less Cramping: formulated with potassium to reduce muscle cramps

Recovery: carbohydrates and protein help muscles after a strenuous workout

Taste: great flavor makes Gatorade an enjoyable beverage

Affordable: comparable in price to other sports drinks

Convenience: sold at many stores and vendors

Electrolyte Replacement: necessary for serious athletes

What’s Inside:

Image


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Brand ImageCurrent Brand Image

Gatorade is the preferred drink of serious athletes. It represents athleticism at its most competitive and is the most effective way to ensure premium hydration for bodies in motion. Gatorade is tough, strong, and determined. The stuff of champi-ons, just like its consumers.

Athletes in Gatorade ads include:Derek Jeter Michael JordanTiger Woods

Peyton ManningSerena WilliamsUsain Bolt

Reviews: Gatorade has feedback on both ends of the spectrum. “Gatorade great tasting and very refreshing […]” (Amazon Customer Reviews 2014) but

it has also received reports of toxic and moldy samples of Gatorade sold to customers (Consumer Affairs 2014).

Desired Brand Image

Gatorade’s goal is to maintain its current brand image. It currently dom-inates the sports drink market with $2.3 billion in sales between 2012 and 2013, as well as 44.3 percent of the market share. (Mintel 2014).

Instead of changing its current image, Gatorade should use its strategic communications to continue to appeal to its current target audience with the same level of quality and results that are associat-ed with the brand while expanding its reach.

Areas of expansion: Women, Aging individuals who want maintain an active lifestyle.

We want the target audience to believe and advocate for Gatorade’s superiority among other sports drinks. Better hydration means a better workout and better fitness results. We want our customers to feel confident about their choice to drink Gatorade. Being a part of the Gatorade family means belonging to a community of athletes, professional and novice alike who share common goals and strive for excellence.


Muscles Rebuilt Are Muscles Reborn. (n.d.). Retrieved from: http://pzrservices.typepad.com/.a/6a00d-83451ccbc69e2019aff58e67f970d-piGatorade Orange Sweat, Michael Jordan. (n.d.). Retrieved from: https://greenie22.files.wordpress.com/2010/03/2277824059_2ac24552ec.jpg

Competition


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CompetitorsDirect Competitors

Gatorade’s top competitor is Powerade, a Coca-Cola company. The two sports drink giants, they account for 96 percent of the total sports drink market sales between 2012 and 2013 (Mintel 2014). Although Gatorade is at the top of the sports drink market category, Powerade saw a growth in sales in the sports drink mix category between 2012 and 2013, whereas Gatorade suf-fered a 15.2 percent loss (Mintel 2014).

Powerade has a very similar brand image to Gatorade. It exhibits strength, toughness, and athlet-icism. This is evident in the Powerade ad to the right (notice its similarity to Gatorade ads) and in the professional athletes that it endorses.

Athletes endorsed by Powerade:Venus WilliamsDerrick RoseRashard Lewis

Other direct competitors of Gatorade are MiO and MiO Fit, a Kraft Foods Inc. company. Between 2012 and 2013, MiO Fit had a successful launch with $17.5 million in sales and 0.6

percent of the market share (Mintel 2014). MiO Fit also had 14.8 percent of the market share in the sports drink mix category (Mintel 2014).

MiO and MiO Fit are the newcomers to the fitness group and represent a new take on the traditional pre-made fitness drink. They use celebrities to endorse their products as well. Tracy Morgan appeared in a Super Bowl commercial last year for MiO Fit. This is a more fun approach to the more traditional intensity of advertising for most

fitness products, like Gatorade or Powerade.

Indirect Competitors

Indirect competitors of Gatorade include any beverage other than sports drinks. The top competitors with Gatorade in this category include bottled water and tea.

Overall sales of unflavored bottled water declined by 1.6 percent between 2012 and 2013. At the top of the bottled water category is Nestlé S.A. prod-ucts make up more than half of the market. Its most successful product is Nestlé Pure Life 18.3 percent of the market share between 2012 and 2013.

Other competitive brands include Coca-Cola’s Dasani with 15% and Pep-siCo’s Aquafina with 12.8 percent (Mintel 2014). While Aquafina may be an indirect competitor of Gatorade, its sales would still benefit the parent company, PepsiCo.

Unlike bottled water, the sales for tea and RTD tea (ready to drink) have increased by 19.8 percent from 2009 to the present. At the top of the tea and RTD tea category is the PepsiCo Lipton partnership with 23 percent of total sales between 2013 and 2014. AriZona owner, Ferolito, Vultaggio & Sons,

has 18 percent and Unilever claims 13 percent (Mintel 2014).


Chris Paul Powerade Ion 4. (n.d.). Hooped Up. Retrieved from: http://hoopeduponline.com/wp-content/uploads/2011/06/chris-paul-POW-ERADE-ION4.jpgMio Fit. (n.d.). Mio. Retrieved from: http://www.makeitmio.com/~/me-dia/Makeitmio/com/Images/Carou-sel/hero_home_Fit.jpgMio Fit. (n.d.) Mio. Retrieved from: http://image.cdn.ispot.tv/ad/7dGl/mio-fit-2013-super-bowl-change-america-featuring-tracy-morgan-large-9.jpg

Nestle “Mother knows best.”. (n.d.). Nestle. Retrieved from: http://www.momforless.com/wp-content/up-loads/2013/08/MomKnowsBest.png

End Game


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GoalsAdvertising Goal

Our advertising goal is to keep our loyal customers while reaching out to the areas of con-sumers who do not purchase Gatorade as much. By reaching people, we hope to change their preference and advocacy in favor of Gatorade. Heavy users of Gatorade are predomi-nately young men, so we want to appeal to female athletes, women who will purchase it for their families, and people who are aging but still want an active lifestyle.

Strategic Message

We want people to know that Gatorade isn’t only for professional athletes. Anyone who wants to be athletic or who desires to rise above standard fitness with premium hydration and superior results is welcome in the Gatorade echelon.


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ReferencesCustomer Reviews, Academic Reports and other

Gatorade Sports Drink, Orange, 20-Ounce Wide MouthBottles (Pack of 24). (2014, November 21). Amazon. Retrieved from: http://www.amazon.com/Gatorade-Sports-Orange-20-Ounce-MouthBottles/product-reviews/B003UY9FVS/ref=pr_all_summary_cm_cr_acr_tx-t/185-9686383-0772632?ie=UTF8&showViewpoints=1&sortBy=bySubmissionDateDescending

Gatorade. (2014, October 13). Consumer Affairs. Retrieved from: http://www.consumeraffairs.com/food/gatorade.html

Bottled Water and Cold Beverages Mixes. (2014, March). Mintel. Retrieved from: http://academic.mintel.com/display/698127/

Bottled Water and Cold Beverages Mixes. (2014, March). Mintel. Retrieved from: http://academic.mintel.com/display/698125/.

Gatorade Orange Thirst Quencher, 20 fl oz. (n.d.). Walmart. Retrieved from: http://www.walmart.com/ip/Gatorade-Orange-Sports-Drink-20-fl-oz/14532567

Gatorade G Orange Thirst Quencher Sports Drink, 20 fl oz, 8 pack. (n.d.). Walmart. Retrieved from: http://www.walmart.com/ip/Gatorade-Orange-Sports-Drink-8pk/15754271

Grocery Retailing (Grocery Shopping Frequency). (2014, February). Mintel. Retrieved from: http://academic.mintel.com/dis-play/696010/?highlight#hit1

Heritage. (n.d.). Gatorade. Retrieved from: http://www.gatorade.com/company/heritage

Nutritional and Performance Drinks. (2014, January). Mintel. Retrieved from: http://academic.mintel.com/display/693389/

Nutritional and Performance Drinks. (2014, January). Mintel. Retrieved from: http://academic.mintel.com/display/693385/

Nutritional and Performance Drinks. (2014, January). Mintel. Retrieved from: http://academic.mintel.com/display/693380/.

Performance Food and Drink. (2013, January). Mintel. Retrieved from: http://academic.mintel.com/display/650512/?high-light#hit1

Powerade Endorsers- Athletes Endorsed By Powerade. (n.d.). Athlete Promotions. Retrieved from: http://www.athletepromo-tions.com/powerade-endorsements.php.

Tea and RTD Tea. (2014, July). Mintel. Retrieved from: http://academic.mintel.com/display/710853/?highlight.

Thirst Quencher. (n.d.). Gatorade. Retrieved from: http://www.gatorade.com/products/g-series/thirst-quencher

Where to buy. (n.d.). Gatorade. Retrieved from: http://www.gatorade.com/where-to-buy

Photos

Continue The Legend. (n.d.). Branding Magazine. Retrieved from: http://www.brandingmagazine.com/wp-content/up-loads/2013/03/gatorade-path-of-the-lightning-bolt.jpg


Gatorade Bottle. (n.d.). Tinypic. Retrieved from: http://tinypic.com/view.php?pic=2nrzja1&s=3#.VHzhSfnF8iZMuscles Rebuilt Are Muscles Reborn. (n.d.). Retrieved from: http://pzrservices.typepad.com/.a/6a00d83451ccbc69e-2019aff58e67f970d-pi

Gatorade Orange Sweat, Michael Jordan. (n.d.). Retrieved from: https://greenie22.files.wordpress.com/2010/03/2277824059_2ac24552ec.jpg

Chris Paul Powerade Ion 4. (n.d.). Hooped Up. Retrieved from: http://hoopeduponline.com/wp-content/up-loads/2011/06/chris-paul-POWERADE-ION4.jpg

Mio Fit. (n.d.). Mio. Retrieved from: http://www.makeitmio.com/~/media/Makeitmio/com/Images/Carousel/hero_home_Fit.jpg

Mio Fit. (n.d.) Mio. Retrieved from: http://image.cdn.ispot.tv/ad/7dGl/mio-fit-2013-super-bowl-change-america-featur-ing-tracy-morgan-large-9.jpg

Nestle “Mother knows best.”. (n.d.). Nestle. Retrieved from: http://www.momforless.com/wp-content/uploads/2013/08/MomKnowsBest.png


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