1. Gatorade Effects
"Is it in you?" This saying alone will generally spark the thought of Gatorade into almost any consumers head. Over the last few years Gatorade has been nailing this phrase into Americans heads in order to persuade them to buy there colorful fruit flavored sport drinks. Recently, Gatorade has put a new product onto the market. Gatorade has introduced Propel fitness water into the already crowded market of bottled waters. In an ad in a July/August 2002 issue of Men's Health, Gatorade tries to "propel" their new water past the competition. Gatorade tries to focus on America's notions of fitness, athletes, and sports drinks by trying to aim their advertisement to the average person by portraying a drink for the "hardcore" athlete.
As you first turn to the advertisement you are immediately drawn to the colorful soccer players spurting out of a bubbler as if they were a stream of water. All the players are wearing very colorful and contrasting uniforms, which separates them from the drab background of the bubbler and wall. A Propel bottle also sits very vibrantly in the bottom right hand corner. There are also to very bold statements running across the page that say "What if Gatorade made water?" and "Lightly flavored. Vitamin Charged. The fitness water.".
When I look at this advertisement I see more than meets the eye. For instance, the soccer players, I see this as an attempt by Gatorade to give Propel a "hardcore athlete" appearance to the consumers, who in all likely hood are not hardcore athletes. It is almost as if Gatorade is saying, "Drink this and you shall be a superstar." Every American at some point in their life has desired to be the scorer of the winning goal, the superstar so to speak. Gatorade is appealing to the consumer's fantasy with the graphic in this ad.
Another interesting repetition in this particular ad is the emphasis on how Propel contains vitamins. Americans have such an obsession with their weight and diets in this new century that the word vitamin automatically strikes a cord.
Another area of weakness that I have observed is Gatorade's weak product differentiation. Quaker Oats needs to differentiate how Gatorade is superior to Powerade and All Sport. ... How would you assess the present marketing capability of Gatorade? ... As mentioned above, Gatorade has done an exceptional job in marketing the product. ... In conclusion, Gatorade does a great job on flooding the market with their product. ...
One channel issue that Gatorade Propel might face would be the difference in inventory management. ... This could change the way Gatorade has to distribute their product. Another issue that Gatorade Propel will face in its distribution channel would simply be the lack of highway systems. ... Gatorade would be able to deliver their products in a timely manor and be able to do it efficiently. ... Lastly, Gatorade Propel will face issues when it comes to translations. ...
An example might be; Gatorade must be good because Michael Jordan drinks it. If you are a young athlete and don't drink Gatorade, you might think that you would never achieve greatness if you don't buy the product. Gatorade might be good, but wouldn't it be more important to tell why it is good and to explain about the electrolytes and the good taste rather than to say that a specific person drinks it so therefore it must be good? ...
Pepsi's Gatorade and how Coke plans on reviving their struggling product. ... The team was made of motivated individuals who had an organizational goal of working to achieve success above Pepsi's Gatorade in the industry. ... However, I believe with Pepsi's notion that they are in control of the sports beverages sales through Gatorade, "The Thirst Quencher". ...
I do not doubt that PowerAde and Gatorade have thirst quenching properties, I"m sure they do. I happen to know that Gatorade has a research facility for product improvement. ... Although, for the same reasons as to why I hate PowerAde and Gatorade, I respect Sprite. ...
Since its inception in 1965 Gatorade has had a complete hold on the sports drink market. Gatorade had gone largely unchallenged except for a few small regional competitors. ... s Gatorade had on the market, decided to launch it own sports drink named PowerAde. ... In 1990 Gatorades market share was close to 90% or 500 million in sales. ... They first challenged Gatorade with a powdered form sports drink called Max. ...
Proper hydration is not a new concept to any sort of activity, but ever since Gatorade was introduced at the University of Florida in 1966 there has been a debate over whether or not sports drinks are superior to regular water for athletic performance. Today there are countless companies that produce sports drinks like Gatorade and the power of advertising can lead people to believe that these products will help them achieve the same levels as the celebrities that promote them, however there are many factors that must be taken into consideration when trying to determine if these drinks will a...
