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POWERADE GATORADE
Prateek DhariwalAarushi Rajpal Vritti MalhotraRadhika Khanna
GROUP – 1
Consumer Behavior - I
In Aussie Land
GATORADE Gatorade is an American brand of sports-themed beverage and food products, built around its signature line of sports drinks. It is owned by PepsiCo and is available in over 80 countries.
Within the United States, Gatorade accounts for approximately 75% market share in the sports drink category.
It is scientifically formulated to replace fluids and provide energy to working muscles. It offers a blend of carbohydrates and key electrolytes
Powerade is a sports drink manufactured and marketed by The Coca-Cola Company. Its primary competitor is Pepsi's Gatorade brands.
POWERADE
Within the United States, Powerade accounts for approximately 29% market share in the sports drink category
As of 2016, 58% of those who drink sports drinks in Australia, drink Powerade!
Video: Supermarket Manager’s view
On Powerade vs Gatorade
Mr. Khalid, Ezy Mart, Rhodes
Observational Research
TARGET SEGMENTPopulation of Australia : 24 million
People who consume Sports Drinks : 8% of the Population = 8% of 24 million = 1.92 million
(Source: Roy Morgan Research)
Adrenaline Junkies Sports Enthusiasts
• Youngsters in Australia aged less than 25 years (14%) are more likely to consume than any other age group.
• Twice as many men (10%) as women (5%) drink these beverages.
Target Segment Needs: Physiological, Social, Self-Esteem & Self-Actualization
TARGET SEGMENT “Sports people are most likely to drink sports drinks”
Video: Subliminal Perception / Brand Loyalty
Eg: Consumer chooses Powerade over Gatorade
Observational Research
A runner enters a supermarket and chooses Powerade over Gatorade in the fridge. Both Powerade & Gatorade of the same flavour (Lime & Lemon) were kept adjacent to each other.
VARIABLES IDENTIFIED
Intention to Purchase Sports
Drink
Price
Packaging
Brand Loyalty
Calorie Content
Energy Replenishment
Peer Pressure
Taste
Social Self Concept
Intention to Purchase Sports Drink = βo + β1 x P + β2 x BL + β3 x CC + β4 x ER + β5 x PP + β6x T + β7 x SS + β8 x P
Variables
QUESTIONNAIRE (30 participants)
SNAKE CHART
THE ONE SIP TASTE TEST
POD & POP
Points of Difference
Points of Parity
Points Of Difference & Points Of Parity
GATORADE POINTS OF PARITY POWERADE
Contains Sucrose Sports Energy Drinks Contains High Fructose corn syrup
Associated with Cricket Australia & AFL
Same – Sugar, Carbs, Vitamin, Minerals & Electrolyte Content
Associated with NRL & Australia’s Official Olympics’ drink
Second to Powerade in terms of Market Share (25% behind)
Energy Replenishment Market leader in Australia
33% of people drinking sports drinks prefer
Same Price ( 600 ml of each costs AUD 4)
58% of people drinking sports drinks prefer
Sodium Content – 450 mg/l Similar taste & flavours Sodium Content – 225 mg/l
“ For sports enthusiasts who want to be successful, Gatorade provides a sports drink which replenishes
energy as well as enhances performance by being just the drink one needs to be athletic. ”
BRAND REPOSITIONING STATEMENT
RELAX REJUVENATE SUCCEED
#Go4Gatorade#Go4Gold
RELAX SUCCESS
PASSION
Cognitive MapTop of mind
Brand visibility
Supermarkets
Sports
Magazines
Events
Health&Fitness.com
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