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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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.
After reading the article about how Gatorade shifting it’s advertising campaign message. I think it’s a great idea because most people will realize that the G is back. It makes people understand why is Gatorade such a very good sport drink compared to like PowerAde or Propel. I love Gatorade just the flavor and the results you get in whatever sport you play. Its best to drink after you play but unlike PowerAde it won’t kill you if you drink it before and sometimes it makes you have more energy to do better in what you do best.
ReplyDeleteMy thought for Gatorade attracting their product to teenagers specifically ages 13-18, is that it’s mostly for athletes. A lot of teenagers drink this sports energy drink and Gatorade as one large company is making a lot of money off of this product better than PepsiCo. I say yes their going about this in the right way as a teenager perspective. Yes, I think they will be very successful in their marketing efforts through out the next couple of years.
Anna McMullen
i dont think gatorade suffered many losses last year, but its always good to change the messeage and your approach to things every once in a while. i think if they keep trying to educate the consumer on what exactly it is that their buying then the consumers will be willing to buy because they know whats in it and they know it hepls them perform better. if gatorade keeps giving customers that assurance that it will do this before and that after people will be eager to buy it to improve their performance and make their workouts better.
ReplyDeleteTeenagers are defintly the best place to target your sales right now. The reason is that a lot of teens want to be a professional athlete and when they see athletes like dwayne wade or LeBron James drinking it, it will make them buy the drink because they think it will help them be like those athletes. i think if gatorade keeps this up then their sales are going to show a tremendous boost this year.
-the helms
I think it is good that Gatorade chenges its message. It is good for the company and the consumers. The drink needed a new campaign and it was time for a change. The consumers want to see new things im busnesses. With the new changes, the drink is getting more profitable. They are also making new bottles for the Gatorade drink.
ReplyDeleteThe Gatorade company are trying to get teens from 13 to 17 year olds and are atheletes. While the G series pro is trying to target 16 to 24 year olds. The brand is working on getting the product onto teens. I think they will be successful because Gatorade is a really popular brand and everyone knows about Gatorade.
Junaid "JUICE" Baig
I think gatorade's new plan will work very well. Their idea of reaching out to more sports like surfing and skateboarding seem like a good idea to reach another market. If more people know about the product then gatorade is definitly going to sell more. When people know a lot about the product they are more willing to buy it and knowing that there is a wide range of brands will also entice consumers to find the one that fits them best.
ReplyDeleteGatorade's new attempt to get to teenagers seems to be really good. Going around the country and showing teens the brands will be very effective. Their before and after drinks will also do really well just because of all of the training teens now do for their sports. Having a drink that is focused almost just on training will sell very well if they can market it well. They will still need to get the exposure though. Also branching into surfing and skateboarding will get more teenagers into gatorade. Those have become big sports for teens recently.
-Kyle Crooch
I think that it is a good idea for Gatorade to shift their advertising campaign message because I feel that they definitely need something new. I think that Gatorade is just sort of becoming old news to people. I think it's important for the people that are drinking Gatorade to know what they're actually drinking and why they're drinking it. I think once consumers learn about all the different types of drinks and what they do, they will want to go out and buy what is best for them all the time. So, over all I think it is a very good idea for Gatorade to educate people because it could cause consumers to want to drink something that could help them every day.
ReplyDeleteI think that is a good idea for Gatorade to make an effort to push the drink towards teens. But, teenagers don't like school, and they don't like to be lectured. So I think that lecturing them or teaching them what the drink does and everything isn't really a good idea. I think they should find another way to advertise what kind of drink it is. Maybe just having labels that say "before workout" and "after workout" etc. is the right thing to do. Overall I think that Gatorade will be successful with getting the point across and gaining back some consumers for the drink, because all athletes want to do is become the healthiest person possible.
Veronica Hohweiler
i think it would be a good brand new look for them.they might get more costumers by changing their campaign message for them to use.its good that they changed their message, so that people know that gatorade is still in business.i think thats all they needed was a new message to send people.
ReplyDeletei think that adding a new look to their drink it will attract more teens and other people who have been drinking gatorade for a long time.i think they are going about it the right way by making it a more attracting in the way it looks and tastes.i think that gatorade will probably blow those other energy drinks out the water.
robell Mclean
In my opnion gatorade is perfect the way it is. It is one of the best sport drinks if not the best. If they do change it I think that they should not change everysingle one of them. Becuase people will agree or disagree with this situation. They have really good flavors, and they should come out with more. It helps you recover and perform better. Gatorade wont harm you at all or not as much as other sport drinks if you drink it before.
ReplyDeleteIn my opinion they shouldnt have a gatorade g for like like athletes from 13-18 and they some for the much older ones. They should just have one that satisfies everyone needs. With whatever changes gatorade does it will have a great succes because its one of the best companies out their.
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ReplyDeleteI think Gatorade is a great sports drink and the more product developement they do, the better. People are naturally attracted to new things because it is considered "unknown." They get excited about the possibilities so they will try it. If it meets their expectations then you have a product. If it surpasses their expectations then you have a corporation. Showing the new things about the product lineup will make people excited, and therefore buy the product. They will also tell their friends about it at some point (word of mouth).
ReplyDeleteI think that teenagers will either love it or hate it. If they love it then it will be a big hit. A teenager asks his/her dad/mom to purchase them gatorade. The parent will end up having some, and if they like it then they will buy more next time. Gatorade has the potential to control the sports beverage category for decades. The idea of spreading the target market to include more athletes is a brilliant idea because more people will buy the product for them. They will tell their friends that Gatorade is great. They will tell their colleagues which Gatorade they got, why they got it, and how it was good. It will spread fast and should make up its decrease in sales in two years.
Collin Beck
Knowing that Gatorade was a very successful brand in the past and still today, i would like to see what they have in store for us. They usually advertise on the way it looks and who drinks it. They use big sports athletes to convince people that it can make as good an athlete as the athletes in the commercial drinking it. People would be convinced to buy it by Gatorade notifying the changes that will come soon to the products because Gatorade is a sports drinks and its healthy and there are commercials that dont make sence like soda and Sports.
ReplyDeleteAs a teen i think Gatorade will be successfull. I dont know if it will put them at the top like in the past because there werent any drinks like gatorade. Powerade and Vitamin water came out and i still see young athletes preferring Gatorade. I think it shouldnt be about the image of the brand because its a sports drink and the product needs to get out there using another method. Commercials of the product having healthier ingridients than before or comparing it to another brand.
Adams Miranda
i dont think Gatorade really needs to change anything about their product. It is still the number one choice of athletes for a hydrating sports drink and always will be. Powerade and Propel and those other drinks are only bought when Gatorade isnt around. It is great that they are trying to better their product but it is stupid to think Gatorade will fall. People love Gatorade and will continue to purchase it
ReplyDeleteTeens drink Gatorade. Thats a fact whether its for a sport, a workout or just cuz your thirsty. Gatorade does a great job of attracting teens to their product because top names and athletes endorse it. What kid doesnt want to be like their idol? I think Gatorade will just grow and grow because it will never go under
Mike Counts
Gatorade is making a risky move in completely shifting their marketing campaign, but that could pay off. What they did last year obviously wasn't successful as sales fell, so changing it is a pretty good idea. A lot more products will create more consumer options and targets a wider demographic. However, I feel like having the image associated with sports and athletes is still something that Gatorade needs to continue doing.
ReplyDeleteGatorades effort to attract teens is very smart. In hgih school, there are so many amateur athletes, but as adults most people have unactive jobs and there are few professional athletes. This means that there are likely to be more people in need of a sports drink in the teenage target market. Putting gatorade in schools and teen hangouts will put the product in the hand of the consumer most willing to buy.
I think the shift in the advertising compaign part of the Gatorade company is a good thing. Gatorade has been based off of image more than what it's actually doing to help you because of the athletes they put on the screen. If they educate people on how the drinks will help your internal and not just drinking it to get hydrated again, then it gives the consumer the benefit because they know what they are drinking and why they are drinking it. Many people I know have bought Gatorade just to drink it because it tastes good or because they like it but if you know how the product works and that it's not just a normal drink like water or milk then people will have more understanding of how not to abuse it either. It's a more educational approach but this will catch more eyes of the real athletes in the crowd and those who actually take it seriously.
ReplyDeleteI think the way they are approaching the target market of teens is also good. There are a lot of teenagers out there who drink Gatorade but don't get a lot of the attention that Gatorade gives on more adult athletes. If Gatorade begins to focus more on teens then it is likely that it will be to their benefit. Not only are they instilling an impression of Gatorade on the teens at the age that they are, but also sets an impression for the future as they get older whether they become real athletes or not. Since Gatorade already has a large teen audience, their campaign to market teens will only increase.
I think it is good that gatorade is changing up its product line. This way it will attract more people from a biiger base of people. The labels have changed on the bottles informing the costumer of the new and improved product. One thing they will have to do is market the new products more to people who may have never really purcahsed gatorade of its new items. coming out with new items is always a bonus for a company because it increases the amount of people who may be interested in that brand.
ReplyDeleteI think targeting teens is a good thing for gatorade becuase a greater percent of the population plays sports as teens but as they age the percent just keeps decreasing. sports drinks are very popular among teen athletes, so making the product to fit more with teens just makes it better. In sports gatorade is popular because it is something other than water. by doing this i believe that they will increase their revenue becuase they have more products that will appeal to people.
Gatorade has been a very popular and successful sports drink ever since it was introduced, and now that this year they are focusing on educating consumers unlike last year when it was focused more on image. They said that they have studied athlete's training habits, so by creating the G for before, during, and after they believe that by creating these drinks and appealing to more types of athletes, they will do better as well. I think it is good that they are shifting the message to be more educational so athletes are not putting Gatorade to blame when in fact it can be healthy for you, whereas the other sports drinks like Powerade and Propel do not seem as appealing nor beneficial to oneself. I think with this new approach, Gatorade will benefit greatly.
ReplyDeleteWith the mobile-locker room factor, reaching out to the teens is becoming more effective. The only downside that I see to that is personally, I never see these types of things come to our area. And if they do, they should advertise more because I never seem to hear about it. Since most of their commercials are with professional athletes that are very popular, they should either have a younger set of professional athletes, or just teen athletes in a commerical to appeal to teenagers. Lots of entycing commercials usually to regin us in. Also now, with their new marketing efforts such as appealing to a broader range of athletes and making the male-female aspect on equal terms, their new ad campagins should be successful. They seem to keep thinking outside the box, which is very beneficial.
When reading the article about gatorade shifting it's campaigne message I couldn't help but think, Gatorade has done it again and is back on top. People begin to realize that gatorade truly is the best sports drink out there compared to drinks like Powerade which give you energy for the heat of the moment but doesn't last long. The taste of gatorade is also more unique than the other sports drink. I love it.
ReplyDeleteGatorade is a sports drink, and who does sports most than kids? All ages from like 8-18, if you're active in a sport you need what's in you, which is gatorade. Its good that they're attracting their product towards teenagers because we make their biggest profit, by contributing so much money to their large company. I do believe they will be successful in their marketing stratigies within the next years to aim towards teenagers.
once i read this article about gatorate shifting the adverticement campain i had to day something about it. i think that i was a good idea for them to change beacouse people like to try new thing in life.people want to see if changing it would make a little more diffrents on the drink that they use on the sport. i think gatorade been a sucess over the year changeing its product after a couple of months. i dont really drink that much gatorade but i like it and its really a good drink for any sport that its being use.
ReplyDeletegatorade been succesful at atracting young teen and some adults.its main target its teen from age 13 and up. the purpous its to make them think that gatorade its a very good enerfy drink to use for any sport.By doing this gatorade is trying to make its market even better and more powerfull.
brian rioja
I think gatorade is doing an excellent job, and it surprises me to know that they lost anything last year! I think changing their advertising campaign is a good first step to getting back on top of the sports drink world, and I dont doubt that they will succeed. I think it's good that they are taking their focus off the image and focusing more on educating consumers about their products.
ReplyDeleteI think the teenage population is the best place you can advertise any kind of sports product these days. I am an active athlete and I am always drinking gatorade. I think they're new product line of pre-during and -post products will be huge! I know I would buy it, i'm tired of drinking myoplex haha.
-J.Rock
Gatorade is smart with its new marketing strategy.Last year they mostly focused on image, and that may have hindered their products growth. However with this years new campaign, Gatorade has to focus on the education of their new products. Since they are coming out with a new series of Gatorades, it's important for the consumers to know what each series means and how to use the product effectively.There is no point in coming out with new products, if the consumers won't know how to use their purpose effectively. I think Gatorade's new campaign will bring them a growth increase, because athletes are looking to have the best sport drinks that will help them get through their training and games. With the new image installed in the minds of teenagers and athletes, all that is left is the education, which is exactly what Gatorade is doing.
ReplyDeleteGatorade's effort are brave and wise. Teenagers are always looking to have the lastest and the greatest, and in this case Gatorade's products are exactly that. Gatorade's efforts will be very successful if they promote their products effectively. Their new education campaign will be effect but not enough to bring the growth they hope to have at the end of the year. Gatorade needs famous athletes and commericals to make their new lineups popular among teenagers.
I think that this is very smart because they will tell there customers about there product instead of just putting it out there. Also i think that they will make a lot of money doing this and the new drinks will add to there profit. Another thing is that a lot more people are drinking energy drinks so they want to what they are drinking. I think that if they keep up their old campaign then they will make no money.
ReplyDeleteI think that for teens that are on teams this drink will not help, but for teens that just play football with their friends these drinks will help. As a teen i would like to try this new drink and if tastes good then i will tell a lot of other people. If they have a good marketing team then i think that they will succeed at there marketing strategy.
TaRiQ mAsOuD
i feel that gatorade is making the best decision. to educate their potential customers is a good move to make in their situation. theyd be unwise to not shift gears to another ad campaign that would benefit their sales. now a days theres vitamin water and all these other sporty drinks. the competition is thick and gatorade might not be the top dog anymore.
ReplyDeletei believe its very smart to target teens for better sales in their product. now the question, if theyre going about it the right way? i cant be sure because no matter what they do, to appeal to teens is tricky. if not alot of teens pick up at first it could be all downhill from there. its very possible that they do succeed though.
christian lafay