Gatorade Swat

Gatorade

Marketing Strategy for 2010

Marketing 321

8-7-09

Gatorade is a beverage company that was introduced in the 1960’s by University of Florida doctors who needed to find a way to hydrate their football team better. It started out small, but grew into one of the largest sports drink companies on the planet. Starting out with a few simple flavors, it has grown to include many flavors and product lines, including Propel Fitness Water, Gatorade Thirst Quencher, and an Endurance series (Hoovers). Gatorade was made to re-hydrate in ways that water and other drinks could not. When it was invented in the 1960’s, its main focus was on athletes, and it still is today, albeit the company has expanded in almost every imaginable way.

Gatorade has become very successful because of its ability to re-hydrate and restore lost electrolytes. It helps the performance of many organs; including the stomach, lungs, muscles, and the brain. By removing the dehydration factor, Gatorade helps to eliminate fatigue, muscle cramps, headaches, and nausea. This is part of the reason why Gatorade has become so successful, because people are turning towards sports drinks not only for their hydration benefits, but for their health benefits has well. If Gatorade is going to continue to be a leading power in the sports drink market, it is going to have to establish a good marketing strategy for the upcoming year. Not only that, we will have to follow up on our mission statement and marketing objectives to ensure future growth for our company.

That being said, Gatorade’s mission statement is to “fulfill its customers desire for improved performance by delivering an ability to re-hydrate the body and replace lost electrolytes”. We are committed to helping athletes optimize their health and performance through research and education. (Brand Positioning Statements). Going along with Gatorade’s statement is our parent company’s mission statement, PepsiCo. PepsiCo aspires “to make the...