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Market a Sports Drink

Morgan Stonebridge, Tilden Blair, Eric Serpico , Alex Watsik. Market a Sports Drink . Background. A sports drink is a beverage to help rehydrate and replenish electrolytes, sugar and other nutrients

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Market a Sports Drink

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  1. Morgan Stonebridge, Tilden Blair, Eric Serpico, Alex Watsik Market a Sports Drink

  2. 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.

  3. 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

  4. 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)

  5. 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

  6. 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

  7. 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/

  8. 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

  9. 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

  10. 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

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