It's Crunch Time for Brand -- and CEO D'Amore -- as Sports Drink Looks to Acrobats, Surfers to Reverse 15% Fall
The pressure is on Gatorade to perform this year, following a tough 2009 that had analysts, beverage industry watchers and the ad industry believing the granddaddy of sports drinks had lost its mojo.
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http://adage.com/article?article_id=143217
After reading the article, in a two paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, what do you think about Gatorade shifting its advertsing campaign message? "While last year's campaign was focused on image, this year's push will need to focus on educating consumers about the changes to the product lineup". Be specific with your thoughts. In paragraph # 2, discuss your thoughts on Gatarade's effort to attract teens to their products. Being a teenager, are they going about it in right way? Do you think they will be successful in their marketing efforts? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Gatorade still controls most of the sports drink market but it saw losses last year so I agree with Gatorade's decision to shift is campaign message. By educating its consumers, Gatorade can sell their product easier. Once the consumer understands the product, they will want to buy the product, or in Gatorade's case, the series of products. Gatorade's approach with the multiple product launch is interesting because the customer will have to buy all the items seperately to get the results that Gatorade intended.
ReplyDeleteGatorade's effort to attract teens to the product I believe is the most successful when they use professional athletes in their advertising campaigns. This new style of advertising for Gatorade may not attract the average teen but it should catch the eye of a teen athlete. For athletes I think they are doing this the right way except for the fact that a customer will have to buy each product seperately. I think Gatorade will be successful in their marketing efforts because it is early in the advertising efforts and people will recognize the brand name.
I think it is a good idea to change the way Gatorade shifting its advertising campaign because it will track in new consumers. People don't care about the image of Gatorade. People drink Gatorade beacuse they need the rehydration or because it tastes good. Gatorade has also getting boring and old. They havent come up with new falavors. It's just been new names for the same stuff.
ReplyDeleteI think that they are doing a good joob of trying to get teens to their product. They are finally thinking outside the box of sports. Not all teens do the traditional sports. I think that they will be successful in their marketing efforts but it is still not enough. At a lot of school, atheletes aren't aloud to drink sports drinks during games. I think that Gatorade needs to address thoughs problems and sales will go up.
Nastasja Lewis
I think Gatorade is performing an act of desperation. They suffered a %15 percent decline while endorsing many major sports. Now they have no other options than to just sponsor a new face in the sports industry. Dancing and surfing may attract a new form of athlete and inspire better performance. Gatorade has involoved science in their new product lineup by offering new ways to train for their respective sports but my personal opinion leads to believe that this will not be an effective marketing idea. Educated athletes will take more effecient forms of preworkout drinks such as protein shakes or creatine. Gatorade will just be a hydrater to them.
ReplyDeleteI think that Gatorades new campaign will not be as effective to teens as they might think. More teens would prefer to take one protein shake to the gym for their workouts than to tak three different bottles of gatorade. Also the pricing of all those three will be about three times more expensive than the protein shake. Therefore Gatorade will only affect a certain margin of the population. Gatorade is trying to reach out its target market in the right way but they are acting out of desperation instead of their thinking caps.
Since Gatorade has already made it's first image I think that consumers will always think of Gatorade as that image drink. Yes, it is better that they are going to start educating consumers on the new line of products, but I don't think it will change much. Most people like the image Gatorade gave to the athlete and I think they should continue with that.
ReplyDeleteGatorade wants to keep attracting teens to their products, and it's working. Before most athletes drinking Gatorade are a teen, and that still is a case. If Gatorade continues to advertise the way they do they will continue to attract teen consumers. Teens love the intense Gatorade commercials, and of course since everyone else is drinking it they want it too. Not to mention endorsements help out alot.
In regards to Gatorade shifting its advertising campaign message, I think it’s the right step towards an attempt to increase their product sales. By broadening the target market which includes non-traditional sports such as gymnastics, surfing and acrobats will help Gatorade to some extent. I think it’s a great idea that Gatorade’s campaign is now focused on educating consumers about the changes to their product lineup because now they will be more aware of what’s going on and will not be confused and/or filled with questions when they see different versions of Gatorade on the shelves in stores. Also, Gatorade finally realized that focusing on image rather than the knowledge of the product because like they stated in the article, it does more harm than good in terms on long-term successes. As a new generation grows up, they won’t be as interested in Gatorade’s pinnacle merchandising point with the “Be like Mike” campaign. That would require Gatorade to continuously change their “mogul”, which is not doing anything spectacular for the product line.
ReplyDeleteI feel that attracting teens is a good way to help jump-start the newest Gatorade product line. This is because in middle-school and in high schools, sports are being played and vending machines are also a great way to promote and sell the product. The whole educating the teens about the new products sounds good, but most kids will not really care nor listen to the “increasing the performance level” lectures and explanations. In my opinion, I can’t really say whether or not their marketing efforts will be successful to a great extent, but I’m sure they will have some positive reactions from teenagers. The main problem with targeting teenagers in buying the pre-, during, and post-game products would mean that their parents would have to buy three different packages of Gatorade. On top of that, I don’t think anyone would want to carry three bottles of Gatorade in my bag. No sports drink, including Gatorade, can improve an athlete’s performance level or skill in a sport to a great extent. I don’t think this new product line will give Gatorade executives what they are seeking in return.
Courtney Chesley
Though i still enjoy gatorade, i have seen more and more individuals who are beginning to choose powerade over gatorade. I agree with gatorades decision to change their marketing campaign. I feel they are going about doing so in the perfect way. The changes in the product lineup will attract more different kinds of consumers. They will also gain more popularity from those who already consume gatorade.
ReplyDeleteI feel that gatorade is not going to attract as many younger teens as they would with their previous ad campaigns. I feel that they would more properly attract the younger groups through using professional athletes. I do however the high school athlete that works out will be attracted to this way of drinking gatorade. Those who lift weights and practice everyday will be pleased with the before during and after concept.
I think changing the message will be a great idea. I think informing the customers on the product line is a good way to sell their products. But they need to leave the same flavor because im tired of this Gatorade O2 stuff. I think that is actually hurting the company because no kids want less calories in their drink unless there is something wrong with them. Why change what is perfect, just make a few adjustments nothing major.
ReplyDeleteI think they should make a sports Gatorade drink and a just chill one. Because everyone is always complaining when your are not doing physical activity and your on the couch drinking gaterade.Maybe put a picture of hot girls if you want to attract the boys teenager side. I think teens like it enough. Why change what is perfect.
JAKES BLOG!!!! rain man go away thats what all them haters say
I think it is a very good idea for Gatorade to shift their campaign. Gatorade hasent come up with any new ideas or slogans for a very long time. I think educating the customers about the products is also a good idea. In this day and age everyone is worried about their health and what is going into their bodies. The fact that Gatorade is making before and after drinks is another great idea.
ReplyDeleteGatorade uses professional athletes to market their product twoard teenagers and younger kids. When we see our favorite players drinking gatorade it makes us want to drink it as well. I think they are doing a great job marketing it twoards teenagers. Gatorade is making the right decisions in marketing their product twoards teenagers.
Harris Ahmadzai
I think that it is hard to compare or even say that Gatorade has lost it mojo and is losing to Pepsi. Because Gatorade is the only sport drink that kids drink other then PowerAde .But Gatorade to some kids are like drugs they just have to have their Gatorade some kids come to school and start the day off with one. Sport athletes drink it because it’s the only way the pros drink it even the semi pros drink it. so think that Gatorade will find another big hitter with its product and they will always be around .
ReplyDeleteGatorade drinks were really known for all the sport teams last year. Last year they just focused on their image, but this year they will educate the consumers about the changes to the product lineup. When the Gatorade marketers educate the consumers about their product, the consumers will know a little bit better about Gatorade. Then the consumers will buy their product. When they buy it Gatorade will have a lot of money.
ReplyDeleteIf Gatorade attract teens to their products then they will have success for their business. Gatorade usually attract their product to professional athletes. But when they do that then then teenagers will buy their product. There are a lot of teens who play sports. Those teen athletes will buy Gatorade when they need a drink.
Jerome Mitchell
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ReplyDeleteI think it was cool for them to work on their image last year because it was getting a little outdated. But, this year they probably have a good idea going for them by trying to educate the consumer. The reason is, people know what it is, and they know that I can be good, but not all people know what it really does to their body. So, by them educating the consumer about what it actually does to your body before or after your workouts, can raise their sells up from people actually knowing what it does, and then they’ll want it more. It’s kind of a mind trick type of thing. They are saying it’ll do this before and after so, when you drink it you’ll feel that way only because they told you that you’ll feel that way.
ReplyDeleteI believe that teenagers are the best target to go for right now. The reason being is teens are more active than any other age group right now. Plus lots of teens like the drink itself, but they also like the thought of them being a real athlete. They look up to people like Kobe and Lebron and when they see them drinking it, they want to drink it as well to make them feel like they’re a pro athlete just like them. So, I think Gatorade is doing the right thing this year and I believe that their sells are going to sky rocket from their idea.
Maurice P.