1. Marketing Scheme of Gatorade G Force
Presented by: Julie Lyons

2. Background
Established in 1965 by University of Florida football Assistant Coach
Continuously changing to fit needs of athletes
Elite team of scientist produce best product
Leading sports drink in market

3. Marketing Segmentation
Defined as dividing the market into smaller pieces based on needs, characteristics, or behaviors
Market is divided based on geographic, demographic, psychographic, or behavioral

4. Gatorade-Marketing Segmentation
Focus needed to be on colleges, gyms, athletic facilities, and high schools
G Force educated athletes, coaches, and trainers about the importance of energy before, during, and after workouts
Also used professional athletes like Dwayne Wade and Kevin Durant to indorse product
Also used Super Bowl to advertise by having all the athletes drinking their product during the game

5. Gatorade-Market Targeting
Gatorades target marketing segment is an undifferentiated market
This means they ignore the market segment differences and go after the whole market with one offer
Their product reaches out to large number of buyers because they have different flavors, products, and uses

6. Gatorade- Differentiation and Positioning Strategy
Differentiated from competitors by expanding their brand and create a three system drink for athletes
Gatorade Prime 01, Gatorade Thirst Quencher, and Gatorade Recover 03
Positioned as a leader in the market because no other sports drink has a product like G Force

7. Strengths of Marketing Scheme
Strong product quality
Solid brand name that consumers know and recognize
Scientific research to back their product

8. Weakness of Marketing Scheme
Low advertising and visibility through tv and media
Don’t market the health benefits as much as they could
High prices in the market
Large group of competitors
Powerade, Lucozade, and Vitamin water

9. Conclusion Maximize Strengths Minimize/ Work on Weaknesses
Use strong brand name to reach out to customers
Should good product quality
Focus on scientific information
Minimize/ Work on Weaknesses
Advertise product to market more
Find a more cost efficient way to produce product
Continue to surpass any new competitors