GATORADE CASE STUDY SWOT ANALYSIS A SWOT analysis is a structured approach to evaluating the strategic position of a business by identifying its strengths, weaknesses, opportunities and threats. STRENGTHS: * Gatorade is the market leader in the sport drinks industry. Its closest rival is Powerade. However it has 10% of market share while Gatorade has 75%. In 2010, Gatorade was placed as the biggest non-carbonated soft drinks trademark in the U.S. * It has brand recognition for being the first to enter this market (“first to market” status), which has made consumers relate Gatorade with sports drinks.
Their main market of action is obviously the US one but they currently drive their strategy worldwide as it represents a huge reserve of profits. What kind of competition? Both Pepsi and Coke understood that it was better off not to erode their gross profit by playing on prices, even if the customers have showed price sensitiveness in the past history. They have no incentives to fight on prices as long as • there are not many other sellers in the market • prices can be adjusted quickly • there is a history of cooperative pricing (except punctually) Preservation of overall industry profits by Entry Enter the soft drink market is quite risky given the high dominant position of Pepsi and Coke. Hence, there is no real threat to see a new comer eroding the whole market profits by heating up internal rivalry.
Marketing objectives: • To create awareness to the consumers in order to increase their confidence level towards Crush beverage brand. • To establish point of difference in every new product launch, creating a unique selling proposition (USP). Environmental Opportunity One of the sources of environmental opportunity for Crush is the changing of consumer preferences towards soft drinks. The American consumers drink more soft drink than tap water. In 1989, the average American consumed 46.7 gallons of carbonated soft drinks compared to 23 gallons consumed in 1969.
In advance of an Oscars event sometimes dubbed "the Super Bowl for Women" by media people, Unilever is giving the launch of its effort a touch of Super Bowl treatment, including a 90-second teaser ad to be released Wednesday on YouTube and a social-media command centre with support from PR shop Golin Harris with live tweets during the show. Unilever is doubling Lipton marketing spending to more than $40 million this year compared to last, said Alessandra Bellini, VP-brand development for Unilever Refreshments. The campaign backs both Lipton hot tea and iced tea, the latter marketed as part of a joint venture with PepsiCo. While Lipton has had global campaigns in the past for ready-to-drink tea, this is the first global effort behind the entire brand line-up, Ms. Bellini said. Lipton -- in both
I would say the biggest rhetorical path used in the commercial was ethos. The creator wanted to show big name Chinese celebrities like Yao Ming and Jackie Chan to persuade the audience for the purchase of a Visa credit card. Because Yao and Jackie are famous, this appeal made people want to be a spectator at the 2008 Beijing Olympics. I can see why people become very attracted to this world-wide, once in every four year event. There was also some amount of logos, or emotional appeal.
I see there point that Gatorade can cause high blood pressure, weight gain and teeth decay but who really drinks Gatorade every day? Or should I ask who can afford to? When people drink Gatorade normally it is when the doing some type of physical activity. I think unless you are drinking Gatorade on an excessive level and you are not doing any type of physical activity then you really should not have to worry about tooth decay, gaining weight or high blood pressure. Gatorade was made for athletes not for people who do not do anything.
Effects of Soda on the Body “It may seem harmless to allow your child to drink soda every day. Thinking that soda won’t cause the child any immediate harm is unfortunately common.” (Khara) Unfortunately for the United States, it’s one of the first countries to start drinking soft drinks. Soda can also be termed as soft drink, coke or fizzy drink and is consumed by all ages worldwide. (Khara) Soft drinks can cause tooth decay, dehydration, obesity and more, and also contain tons of preservatives and artificial sweeteners. It isn’t just parents giving their children soda, it’s also the school districts providing more unhealthy choices and minimal nutritional items, such as milk or water, and fruits and vegetables.
Abstract Gatorade is an international sports energy drink brand owned by PepsiCo that was founded in Florida. The company has researched new innovative ways to promote hydration and nutrition among athletes across the globe. Gatorade was founded by Dr. Robert Cade and Dr. Dana Shires in 1965 and has been a leader in the sports energy drink industry with a significant amount of market share. Currently, Gatorade is the official sports drink of the NFL, NBA, PGA, and many other athletic organizations. As the first mover in the sports energy drink market, Gatorade has set itself apart from rivals like PowerAde and Vitamin Water by creating value for customers by establishing business relationships, conducting scientific research, and product innovation.
Testimonial is a commonly used strategy because a teen's interest in quite commonly involved in music, sports and television characters. For example, if teens see their favourite sports stars and celebrities promoting healthy snacks (e.g. the milk ads seen in magazines), they will likely be gravitating towards the better food choices promoted by "star power". Instead of promoting healthy foods like fruits and vegetables as suggested in the Canada's Food Guide, advertisers choose to gear sugary drinks and cereals towards children and teens. In fact, 62% of every dollar
It is not the responsibility of private businesses to have the “children’s best interest at heart”, in part that is the job of the parents—to not allow their kids to be manipulated, —the advertising campaigns private companies create, have tremendous influence on what children want to eat. Advertising too easily influences children and the marketing of today’s food industry and this type of disguised advertising, including high exposure to sugary soft drinks, sugary cereals etc… On prime time TV, is a major contributing factor to childhood obesity. Childhood obesity has become a societal