Final Case Writeup- Gatorade- V2

8/17/2019 Final Case Writeup- Gatorade- V2

1/15

SWETHA VASU

GATORADE

UNC KENAN FLAGLER BUSINESS SCHOOL

BRAND MANAGEMENT REPORT


2/15

Brand Audit

GATORADE: "Sports Fuel Compan"

Intro!ut#on:

A Un#$ers#t o% Flor#!a oa&'s (Flor#!a Gators %oot)all's oa&* ur#os#t to

!eterm#ne t&e reasons %or t&e +,#lt#n-' o% s plaers -a$e )#rt& to t&e )ran! alle!Gatora!e #n ./012 Soon a%ter3 Gatora!e ma!e #ts ,a #nto sports %rom t&e Oran-e

)o,l to t&e Super Bo,l4 )eom#n- t&e o5#al !r#n6 o% t&e NFL (a t#tle $al#! e$en

to!a*2 In ./783 Gatora!e ,as pur&ase! ) 9ua6er Oats ,& #n turn ,as later

au#re! ) ;eps#Co #n


3/15

Gatora!e trst:uen"&er

(rela)le! toGatora!e G*

Gatora!e Frost

Gatora!e I"e(l#-&ter a$ore!*

(rela)le! toGatora!e Ra#n

later re)ran!e! toNo E"uses*

Gatora!e T#-er(,#t& T#-er ,oo!s*(rela)le! to Fo"us*

Gatorade

Performance

Series

Ener- !r#n6("ar)o&!rate*3Ener- Bars3 Gatora!eNutr#t#on S&a6e(prote#n*

GIDS (Gatora!eIn4Car Dr#n6#n-Sstem*4 #n "ar

ra"#n- !r#n6

Gatorade

Endurance

ormu!a

G< (at&letes an!o-a*

Gatora!e AH(rela)le! Sne

On*

Gatora!e %a"tor(rela)le! Be

Tou-&*

Gatora!e F#er"erela)le! Br#n- It

F#-ure (a*

Re)ran!#n-:

Gatora!e reporte! !el#n#n- sales s#ne


4/15

;re Game%uels4 ;r#me =.

Dur#n- Game%uels4 ;er%orm

=<

;ost ,or6out%uels4 Re"o$er

=8

;o,era!e (Co"aCola*

Bo!armorLu"oNa!e (Suntor

Hol!#n-s* #n UK P#tam#n ,ater

Bran!s

Ot&er relate!"ate-or pro!u"ts

su"& as Re!)ull(ener- !r#n6s*3)ottle! ,ater3

rea!4to4!r#n6 tea"oee et"2

F#-ure ()*

G ser#es4 ;ro3 a )ran! etens#on ,as also anot&er ser#es #ntro!ue! #n#t#all %orlo6er rooms o% at&letes t&at later ,as also #ntro!ue! #n stores #n


5/15

or ser#ous an! suess or#ente! at&letes3 Gatora!e oers &ealt&3 ener-##n-3 s,eat

Bran! ;os#t#on#n-:

;os#t#one! as a +Sports %uel Compan'4 a ta-l#ne pu)l##e! #n t&e $#!eos o% #ts

Cana!a WouTu)e C&annel4 Gatora!eCana!a3 ts )ran! &as se$eral sports relate!

pro!uts4 %rom ener- !r#n6s to )ars4 an! #s at#$el #nno$at#n- #n t&e pro!ut!oma#n2 A pos#t#on#n- statement %or Gatora!e m#-&t rea! as %ollo,s:

73/3.=3..

Gatora!e also presents a )ran! personal#t t&at #s )est !esr#)e! ) t&e %ollo,#n-

,or!s:

• E#tement;o,erSp#r#te!

• CompeteneSuessEner-##n- %or at&letes

Customer Tar-et ar6et Anals#s:

Gatora!e ,as one o% t&e Mrst #n t&e sports )e$era-e se-ment2 ;os#t#one! as an

eletrolte repla#n- oral re&!rat#on !r#n63 Gatora!e -a#ne! a stron- &ol! #n t&eat&let# !r#n6 spae earl on2 T&e M-ure )elo, epla#ns t&e ustomer se-mentat#onan! anals#s:

7 &ttp:??,,,2-atora!e2om?ompan?&er#ta-e

/ &ttp:??t&e)ran!!e$elopmentompan2om?)ran!4pos#t#on#n-4statements4.=.?

.= &ttp:??mar6etreal#st2om?


6/15

Woun- at&letes4 )et,een .748> ale (pre!om#nantl* Fans o% su""ess%ul at&letes

Demo-rap"

Att#tu!e: Su""ess or#ente!3 mot#$ate!

L#%estle: H#-& en!4 luur#ous (alt&ou-& not ,ell !eMne! &ere*Xa"t#$e l#%estles;s"&o-rap"

ostl t&e USA ;resen"e #n ot&er "ountr#es too4 e2-2 Cana!a3 Fran"e3 Un#te!

K#n-!om3 Austral#a et"2Geo-rap"

;re3 !ur#n-3 an! post -ame (pre!om#nantl* For -eneral re&!rat#on an! ener-Be&a$#or#st#"

ResonanceHost popular sports !r#n6 #n t&e USA3

Lon- term sponsorsps3 loal"ompan#on to an at&lete

"ud#ents$ ee!in#s

ConM!en"e3 sports "ompan#on3mot#$at#onal

Performance$ Ima#er%

Ener-#s#n- At&letes lo"6er room !r#n63

Re"o$er !r#n63 s,eat #t to su""ess

Sa!ience

Sports %uel !r#n64 asso"#ate! ,#t&sports3 ele"trolte replen#s&er3

&!rat#on t&erap

F#-ure (!* T&e tar-et mar6et o% Gatora!e #s a %a#rl &omo-enous se-ment #n terms o% t&e

ener- nee!s3 &o,e$er3 some &etero-ene#t e#sts )et,een t&e nee!s o% !#erentsports se-ments2 Ts also epla#ns Gatora!e's pro!ut !e$elopment spe#Mall %or

ar4ra#n- Y Gatora!e #n Car !r#n6#n- sstem (one t&at oul! ,#t&stan! t&e .8=4

!e-ree temperature* #n a!!#t#on to #ts ot&er pro!ut ser#es'2

Bran! Eu#t ;ram#!:


7/15

ar6et#n- Strate-:

In


8/15

!2 ;enetrate t&e ,omen's sports !oma#n2 Gatora!e's a!$ert#sements are&ea$#l men !r#$en2 Sponsor a ,omen's &amp#onsp sport#n- e$entto )e-#n ts asso#at#on

e2 Cons#!er epan!#n- rea& to ot&er plaers #n t&e sports !oma#n su&as &eerlea!ers3 ump#res et2 Ho,e$er3 ma6e sure t&at t&e #ma-e o%t&e )ran! as a sports %uel #s not !#lute! #n t&e mar6et#n- to t&ese

se-ments%2 Cont#nue to #mpro$e tar-et#n- on H#-& s&ool at&letes an! t&e oun-er

populat#on (.74


9/15

Appen!#


10/15

E&'i(it A) G Series ad*ertisements


11/15


12/15


13/15

E&'i(it B) Gatorade ad*ertisement +it' s,orts icons


14/15

E&'i(it -) Ads tar#etin# Gatorade.s com,etitors


15/15

Documents

Final Case Writeup- Gatorade- V2