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Gatorade

Gatorade. Growing the Business. Executive Summary. History Market Share New Target Areas Children under 18 Non-athletes Generate Greater Revenue. Gatorade Current State. 1965 University of Florida 1967 Florida Gators win first Orange Bowl – attributed to proper hydration

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Gatorade

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  1. Gatorade Growing the Business

  2. Executive Summary • History • Market Share • New Target Areas • Children under 18 • Non-athletes • Generate Greater Revenue

  3. Gatorade Current State • 1965 University of Florida • 1967 Florida Gators win first Orange Bowl – attributed to proper hydration • 1969 enters the NFL with the Kansas City Chiefs • 1987 The Gatorade “Dunk” is born • 1991 Celebrity endorsements begin – Michael Jordan

  4. Current Strategy • Target Market • Athletes • Males 18 to 24 • Focused on “Point of Sweat”

  5. Getting to Market • TV Ads /ESPN • Sports Venues – cups, coolers, billboards • Sports Magazines • Limited Radio • Sponsored Events • Celebrity Endorsements • High School “Athlete of the Year”

  6. Current Market Facts • Part of PepsiCo • Control 80% - 90% of Market Share in North America • 1.5 Billion dollar brand • Competition • Powerade (Coke) • Private Label Isotonic Sports Drinks • Water

  7. Current Market • Current market concentration is on males Weaknesses • Non-athletes • Youth market

  8. View of Future State • Create Brand Loyalty • Younger generation • Increase market share • New Market • Non-athletes

  9. How Do We Attract Youth? • Parenting Magazines • Emphasize health benefits of the active child • Kids Magazines • Sports Illustrated for Kids, Seventeen, etc. • Internet Pop Ups / Websites • Nick Jr., Discovery Kids, Disney • TV Ads on Kids Programming

  10. Target Youth • Endorsements appealing to the younger child • Dora the Explorer, Sponge Bob • Video game background banners • Form strategic partnerships with other companies, Ex. EA Sports • Continue celebrity endorsements aimed at pre-teens/teens • Derek Jeter • Mia Hamm

  11. Supporting Facts • Current National Trend is to Decrease Childhood Obesity • Overweight children – 9 million (3x that of 1980) • Children dehydrate faster that adults • Instill brand recognition at an early age • Studies show taste promotes more consumption with kids

  12. Attracting a New Market • Non-Athletes • Home Improvement • Contractors • Do-It-Yourselfers • Construction Workers

  13. How Do We get There? • TV Ads (Construction Field) • Sponsorships on Home Improvement Shows • Trading Spaces • Monster House • Vending Machines • Lowes / Home Depot

  14. Getting There • Celebrity Endorsements • Ty Pennington • Amy Wynn • Trade Shows • Strategic Partnerships • Construction Vests/Green Shirts • Gatorade Coolers

  15. Supporting Facts • Home Improvement Industry – 64 Billion • High Ratings for Home Improvement Shows • Discovery Channel • The Learning Channel

  16. Conclusion • Economical • Effective Growth • Untapped Market Segments • Younger Generation • Non-Athletes • Longevity of the Brand

  17. Questions?

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