MARKET A SPORTS DRINK
Morgan Stonebridge, Tilden Blair, Eric Serpico, Alex Watsik
Background A sports drink is a beverage to help
rehydrate and replenish electrolytes, sugar and other nutrients
The functional energy drink market consists of energy drinks, neutraceutical drinks, smoothies, and sports drinks.
The Market US $300 billion in terms of sales worldwide
in 2005 global sports drinks market increased by
10% to 9.71 million liters in 2005
Market Trends New brands support trends such as
natural and organic are being introduced
Companies have created sports drink options for “the natural athlete” (offers hydration and electrolyte replenishment in a clean form with no artificial flavors, preservatives or added sugar)
Customer Analysis 28% of U.S. Adults Are Physically Active
The Physically Active Are 54% More Likely to Prioritize Nutrition
37% Use Sports Beverages
13% Use Energy/Diet Bars
53% of Adults Use Supplements
Not Just for Sports
PepsiCo’s - Gatorade
brand now has nine categories which are brand names for different flavor profiles of Gatorade
largest gainer = Gatorade Rain which was introduced in 2006, with a 376% increase, according to IRI data
Product: G-series (prime, perform, recover) G-series FIT, G-series PRO, G-series Natural
Price: Gatorade has a range of different prices to accommodate the different types of the product
Place: Gatorade can be bought at almost every store that sells drinks
Promotion: Use famous athletes to promote the product
http://www.gatorade.com/default.aspx#home
Coca-Cola - Powerade Powerade and Powerade Option registered as
the No. 2 and No. 8 sellers Product: Powerade comes in eight different
flavors Price: The price’s of Powerade varies from the
different stores Place: They can be bought at many stores that
sell drinks Promotion: Powerade uses atheletes to promote
their product http://www.powerade.com/
Cadbury Schweppes - Accelerade
popular in fitness conscious regular exercisers uses a protein-based formula Product: Accelerade, Accelerade Hydro Price: About a dollar each Place: Customers can buy Accelerade online
and at some stores Promotion: Athletes who are not as well
known http://pacifichealthlabs.com/accelerade.asp
Proposed target market for RJF Our proposed target market is a wide
range of athletes from high school sports to professional sports
The younger target market will be more of the focus because once they use the drink they will most likely use it for a longer time than the older target market
Marketing mix decisions for RJF Product: Zoom NRG Price: $1.50 per bottle Promotion: athletes and ads on TV and
in internet Place: Any store that sells drinks