Gatorade Brand Vision Presenation

BRIANA BROCHU

Thursday, September 26, 13

“THE BEFORE” : The 01 PRIME portion of this presentation includes: a brief historical context, existing data research and consumer insight.

“THE DURING” : The 02 PEFORM portion includes: Gatorade’s current state as a brand, their advertising strategy, their relationship with the consumer, and a competitive analysis.

“THE AFTER” : The 03 RECOVER portion includes: a glimpse into the future and an analysis of the Gatorade brand.


PRE-GAME BRAIN FUEL


01PRIME

During the summer of 1965, University of Florida Gators Coach, Dwayne Douglas, asked a physician on campus why his players were so affected by the heat. Dr. Robert Cabe and his research team discovered that fluids and electrolytes the players lost through sweat weren’t being replenished. They developed a formula for the Gators, and suddenly, they were winning - they won 7-4 in their 1966 season. Then, it was sent to football programs everywhere.

PHOTO: CHIP HINTON TRIES GATORADE FOR THE FIRST TIME, ALONGSIDE DR. ROBERT CABE.


01PRIME: The First Gatorade Shower

http://www.youtube.com/watch?feature=player_embedded&v=pwriM1FwYWs#t=80

In 1985, Giants head coach Bill Parcells was hard on defensive tackle Jim Burt during that season. Burt was looking for some payback, and soaked Parcells in Gatorade. Later on, the “Gatorade Shower” became a tradition after every victory.










01PRIME: EXISTING DATA RESEARCH

20% of sports drink consumers consider themselves couch potatoes.

29% of consumers go to the gym 5 or more times per week.

26% play sports at least once a week.

The sports drink market is growing because Americans are increasingly incorporating exercise and hydration into their lifestyle.


01PRIME: EXISTING DATA RESEARCH

-The heaviest users of sports drinks are teens, men, 18-24s, households with kids, blacks and Hispanics.

-However, the primary target is teenagers (typically male, but open to both genders) because they have the strongest emotional relationship with sports, which triggers the need for hydration.

-Flavor, brand, size and price are key influencers for purchase.


Why do people drink Gatorade?

- It’s a thirst quencher.

- It tastes good. It’s a beverage of choice.

- They’re active people with needs for rehydration and replenishment.

- It’s a healthier alternative compared to soda and energy drinks.

01PRIME: CONSUMER INSIGHT


GATORADE’S BRAND PERFORMANCE


02PERFORM: COMPETITIVE EDGE

- Gatorade is ranked #1 in the market place.- It controls 70% of the sports drink market.- PepsiCo and the Gatorade brand generated $1.4 billion in sales last year. (2012)


02PERFORM: DIRECT COMPETITION

- Coca-Cola’s Powerade sales increased by 8% between 2011-2012, but still lost 3.3% of the sports drink market share.- Capitalized by positioning itself as an official sports drink for the Olympics, and sponsoring Olympic athletes.- Currently using the hashtag campaign #PowerThrough to gain insight on the consumer by asking them how they “power through” - essentially, how do they overcome their obstacles?


02PERFORM: COMPETITION IN ASSOCIATED CATEGORIES

Bottled water brands:Poland SpringDasaniFijiSmartWaterAquafinaEvian

Protein Shake brands:Muscle MilkCore PowerFitPro PlusOdwalla

Enhanced water brands: Sobe Life WaterVitamin WaterDasani PlusPropel (powered by GatoradeCrystal Light

Coconut water brands:O.N.EVitaCocoZicoGoya Coconut WaterNaked Coconut Water

Energy Drink brands:RedBullMonsterRockstarAMPFull Throttle

Energy Chew brands:ClifLunaGUPowerBar


- Gatorade is the “Official Sports Drink of the NFL.”- But, they don’t let that title define them.

- Gatorade = fuel. - The brand is a source of energy igniting an athlete’s highest potential.

- It’s the power behind the winning goal, the endurance behind the last marathon mile, and eases dead lifting barbells.

02PERFORM: BRAND IDENTITY


02PERFORM: BRAND IMAGE

Gatorade has become so recognizable, that soon enough one bolt of lightning will stand alone as the logo. They no longer need the full “Gatorade” name for consumers to know the brand behind the product. It’s iconic.

Their latest packaging design is sleek, and more sophisticated compared to past designs.

A design revamp was necessary because the intended Gatorade consumer is a confident athlete - a winner. Gatorade is the leader in the market, and they continually prove to consumers and their competitors that they will stay ahead.


“The Power of Three”

02PERFORM: BRAND IMAGE

Gatorade streamlined a sleek logo, design and packaging mechanism throughout the G Series product line. This system is educational to the sports drink consumer if they pay attention to the nutritional components:

PRIME blends carbs and B vitamins to energize the athlete before a game or workout.

PERFORM quenches thirst and hydrates instantly during the game or workout to replace lost electrolytes as they sweat.

RECOVER has added protein to rebuild muscle post-workout.

Hopefully, the consumer will use Gatorade products to keep them healthy during exercise. However, the packaging educates consumers so they know that they need carbohydrates BEFORE a workout, and protein AFTER a workout.


02PERFORM: KEY ATTRIBUTES

Gatorade’s functional characteristics:

- A thirst quencher- Rehydration - Flavorful/Variety of flavors- Protein products for recovery- Fitness/nutritional education- Inspiration for the consumer


02PERFORM: BRAND PERSONALITY

Gatorade is that high school senior -

the quarterback on the Division 1 football team.

He’s strong, athletic and honestly, pretty sweaty.

He’s competitive, and highly energetic both on and off the field.

He motivates his teammates.

He’s your older brother that would protect you from anything.

He strives to be the best, but it doesn’t get to his head. (Well, not all the time.)

And, he’s still nice to the water boy.


The heart and soul of Gatorade has always felt like football season.

But recently, they have sponsored a diverse group of professional athletes - allowing them to be relatable and idolized by their consumers. Some play traditional sports; some are BMX bikers, surfers and skaters; some are dancers, long-distance runners and swimmers.

The brand and its endorsements support a healthy, active lifestyle.

Gatorade also recognizes the issue of dehydration and other heat emergencies with their “Beat the Heat” safety guide.

02PERFORM: SOUL AND VALUES


Currently, Gatorade is featuring the #WINFROMWITHIN campaign via the website, social media, and webisodes. The campaign centers in on the drive within yourself - the drive that makes you train harder, faster, better, stronger. The drive makes you win.

Interactive: Website visitors upload their own photos, and they can place their photos on a digital Gatorade bottle with the tagline #WINFROMWITHIN on their photo. People who submit stand-out photos have the chance to receive a case of drinks with their photo on the packaging.

WEBISODES: Professional athletes are featured in 1:00 min videos training, and envisioning their future goals.

SOCIAL MEDIA: Various print ads are posted with simple, inspirational taglines and anonymous athletes playing sports with the hashtag at the bottom. They also use the hashtag as a conversation starter/consumer insight tool.

02PERFORM: AD EXECUTION & STRATEGY


Gatorade’s value and goodwill for the consumer is best represented in their program, “Keep Her in the Game.”

Statistics show that by age 14, young girls are twice as likely to drop out of sports in comparison to boys. This is due to the social stigma and the media’s portrayal of women shoved in young girls’ faces.

Gatorade partnered with the Women’s Sports Foundation to create this Public Service Announcement to encourage young girls to stay in sports and to stay active for a higher self esteem.

02PERFORM: CONSUMER RELATIONSHIP

http://www.gatorade.com/#program?s=keep-her-in-the-game




Gatorade positions itself as the leader and originator of the American sports drink category.

02PERFORM: POSITIONING

Gatorade serves as a nutrition and fitness education outlet through its products, website, and advertising execution.

More specifically, Gatorade is the only brand providing consumers with products that benefit them during each stage of exercise.


POST-GAME ANALYSIS


03RECOVER: FUTURECASTING

If Americans continue down the healthy lifestyle path, Gatorade will most likely continue as a leader in the sports drink category.

If Americans don’t, Gatorade will face a couple issues:- Sports drinks with high in carbohydrates and sugar do not support a healthy way of living if those consuming it are not active.- Gatorade refuses to create a no-calorie beverage because scientifically, it doesn’t meet the criteria of a sports drink. Athletes need calories feed working muscles, especially those competing professionally.- However, creating a no-calorie sports drink may draw in a new user, which could increase sales.

Gatorade may want to consider targeting the elderly, who need to stay active in order to live longer. Targeting men, teens and Hispanics are heavy users, but Gatorade could open up a new segment.


• http://news.ufl.edu/2007/11/27/gatorade-creator-dr-robert-cade-dies-tuesday-at-age-80/chip-hinton-dr-robert-cade/

• Gatorade.com

• Mintel - Sports Drinks - Executive Summary - US - September 2012

• Mintel - Performance Food and Drink - Brands - US - January 2013

• http://adage.com/article/cmo-strategy/gatorade-s-g-force-leaves-sweat/243982/

• http://www.research.ufl.edu/publications/explore/v08n1/gatorade.html

• http://guycodeblog.mtv.com/2011/01/05/25-of-the-greatest-gatorade-baths-in-sports-history/

• http://www.nytimes.com/2009/04/01/business/media/01adco.html?ref=business&_r=0

• Photo credits: Google Images and Gatorade.com

Sources


http://news.ufl.edu/2007/11/27/gatorade-creator-dr-robert-cade-dies-tuesday-at-age-80/chip-hinton-dr-robert-cade/




http://adage.com/article/cmo-strategy/gatorade-s-g-force-leaves-sweat/243982/

http://adage.com/article/cmo-strategy/gatorade-s-g-force-leaves-sweat/243982/

http://www.research.ufl.edu/publications/explore/v08n1/gatorade.html

http://www.research.ufl.edu/publications/explore/v08n1/gatorade.html

http://guycodeblog.mtv.com/2011/01/05/25-of-the-greatest-gatorade-baths-in-sports-history/

http://guycodeblog.mtv.com/2011/01/05/25-of-the-greatest-gatorade-baths-in-sports-history/

http://www.nytimes.com/2009/04/01/business/media/01adco.html?ref=business&_r=0

http://www.nytimes.com/2009/04/01/business/media/01adco.html?ref=business&_r=0

Marketing

Gatorade Brand Vision Presenation