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 New Market
Younger generation
Increase market share
New Market
Non-athletes

9. How Do We Attract Youth? Parenting Magazines Kids 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 Trade Shows
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?