1. Gatorade
is it in you?
Adriane Payn Aimee Renfro Clinton Eastman Scott Blankenship

2. Product Mix & Product Line
Product Line – a broad group of products offered for sale by a company
Product Mix – a set of all products offered for sale by a company
Breadth – number of product lines carried
Depth– variety of sizes, models, and colors in each product line
Breadth (different lines)
Performance Series
Thirst Quencher
Propel
Energy Bar
Gatorade Fierce
Fitness water
Energy Drink
Gatorade Original
Fitness Water with Calcium
Nutrition Shake
Gatorade Rain
Depth (assortment within a line)

3. (Gatorade Sports Science Institute)
Packaging
Branding
(Gatorade Dunk)
Guarantees
Innovations
(Promises to Rehydrate, Replenish, and Refuel)
(Gatorade Sports Science Institute)

4. Product Life Cycle Loss Introduction Growth Maturity Decline Dollars
Sales Volume
Dollars
Profit
Loss
Time in Years

5. Product Lifestyle Stages

6. PRICING
20 fl. Oz = $1.69

7. PRICING STRATEGIES
Market penetration: relatively low initial price is established for a new product
This is evident by price comparison with their main competition, Powerade.

8. Buying in Bulk!!
Drinking Gatorade on a regular basis can get a little pricey, however there are ways to cut your cost…buy in bulk.
Costco for a set discount relative to size of purchase
Specials at Safeway on a regular basis

9. Distribution Channels
Gatorade uses a middle man
convenience good
impulse buys
Retailer (Safeway, Costco)
Consumer (you and me)
Producer (Gatorade)

10. Why Middlemen?
A lot of consumers

11. Where can I buy this wonderful thirst quencher?
Liquor store
Grocery store
Department stores
Vending machines
Athletic venues
Restaurants
Intensive distribution: producer sells its product through every available outlet in a market where a consumer might reasonably look for it.

12. Promotions Mix Advertising
PepsiCo spent over $183 million on Gatorade media 2005
$135 million in 2003
Most common form is on TV
Scientifically proven
Origins
Research results
Emulating Professional athletes
Michael Jordan, Payton Manning
Sport Sponsorships
Men’s world cup soccer
Drink specific
Spent at least $20 million on ad campaign for Gatorade Rain
Professional Athletic Sponsorships
22 Professional American Athletes, over 20 international athletes

13. Promotional Mix Public Relations Professional League sponsorships
AVP, Bowl Championships Series, MLB, MLS, NBA, NFL, USA Basketball, US Men’s National Soccer Team, WNBA, NHL
Collegiate Affiliations
60 division 1 universities
11 Division 1 conferences
Professional Affiliations
11 Affiliations including the American College of Sports Medicine
Annual Gatorade Junior Training Camp
They combine football instruction and teaching of life skills that focus on self-improvement and motivation.
Hosted by the Seattle Seahawks
Outstanding players of the year
Recognizes outstanding high school athletes from around the country
State and National winners and Athletes of the Year
Football, Basketball, Soccer, Track and Field, Softball, Baseball, Girls Volleyball
Ex. Peyton Manning

14. Promotional Mix Public Relations International GSSI Websites
Many professional soccer club teams, Including AC Milan, Inter, Juventus and Manchester United
Other international professional teams including, basketball, water polo, rugby, tennis, running, swimming and volleyball
International Gyms
GSSI
Scientific research on many sport related topics and on specific sports
Websites
Designed to represent the company
Products
Research and testing
Results
Sponsorships
History
Downloads
12 internationally separate websites

15. Promotional Mix Sales Promotions Event sponsorships
Request of Event sponsorship
Annual Gatorade Junior Training Camp
They combine football instruction and
teaching of life skills that focus on
self-improvement and motivation.
Hosted by the Seattle Seahawks
Marathons around the world,
Ex. Boston Marathon
Supply free Gatorade to competitors
Gatorade Triathlon Series
Gatorade Recovery Area
All competitors can be weighed
before and after the race to monitor
the level of fluids lost during exercise.
area will later supply food/refreshment bags, Gatorade drinks, massage and qualified dietitians.
Newsletters
18-week marathon training program
Gatorade fundraising program
Canada program to help raise money for youth sports teams by selling Gatorade
Fitness workshops in the US and Mexico

16. Promotional Mix Sales Promotions Large store discounts
Able to reduce price by almost half
Normal price is $1.09 for 24oz and $1.89 for 32 oz
two 24-oz. bottles for $3 at AM/PM
Three 32-oz for $3 at Safeway
International Promotions
Indian
buying six bottles of Gatorade entitles consumer to a free Gatorade football program with Ronaldinho' Cd
European soccer promotion
Brazilian promotion
Canadian promotion
Customers can win a variety of professional hockey gear
Push and Pull Strategy
Mostly Pull
Most of money and energy is spent on promotions directed at consumers
Not much needed for middlemen because it can be easily proven to be a high profit product

17. Promotional Mix Personal Selling
Extensive team of sales persons in order to get Gatorade sold everywhere
Exclusive deals with parent company PepsiCo
School campuses
Gyms

18. Marketing Mix Strengths & Weaknesses
Product
Variety of Lines (Width & Breadth)
Constant Research for Improvement
Price
Competitive, not excessively high, not a deterrent to buying
No weaknesses really so far especially not when compared to competition

19. Marketing Mix Strengths & Weaknesses
Placement/Distribution
Easily accessible for buying
Promotion
Constantly in public eye (sports
contracts, cooler and cups, dunk)
Community Events
Sponsor Sports Events
Easily identifiable colors, slogan, logo