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.
I think that while Gatorade shifts their advertising campaign message, this could be something good for the brand because they are continuously trying to improve their image. Aside from making improvements, they are steady making new business strategies to sell the product. Focusing on educating consumers about new changes being made is another way to get consumers to using and purchasing the drink. It also improves their image because they are using the strategy of education to sell. When consumers are able to see that Gatorade is trying to educate their customers about an energy drink, they are more likely to feel that the company cares about their health and not just selling the product.
ReplyDeleteTargeting 13 to 17 year olds is great because Gatorade vending machines are placed in middle and high schools. Especially being that most people in this age range are athletes in some school sport, they are convinced that Gatorade is also associated with sports. I agree that they are going about it in the right way because they are targeting who they think is most likely to purchase the product. It will turn out to be a successful deal and they will continuously improve company image and profit.
*Brittnee
Gatorade is the father of all sports drinks and paved the way for the market today. Unfortunately there profit is suffering in comparison to the previous numbers that gatorade was able to accumulilate. They introduced the G2 line of gatorade a couple years ago as well as Tigers line of gatorade. These two products were not a hit like expected which means it is time for a new approach. I think this new product line will put the spark under the drink and that is the very thing that they need.
ReplyDeleteMarketing a product is everything in buisness world because it is what attracts the consumer. I think Gatorades new angle in targeting te teen market is perfect. Teens make up a majority of the sports market on the earth so to tarket them is smart. I personally thinK gatorade is amazing that is my favorite drink. I think if they stick to this plan of educating the athlete as well as a focus on the teen market they will do fine.
EJ Rogers
Gatorade has been the most selling sports drink in america for awhile now and they will be for a couple more years. So i dont understand why they are changeing stuff up when their doing so good but it was prabably a tuff decision they can ethier lose alot of money or they can gain alot of money. And they have been changing their image for many years they had the tiger woods gatorade that is no longer selling because of one bad choice tiger made.
ReplyDeleteI aready think teens are attracted to their product but i think their sort of losing the gatorade fans because now in every school around here their are no more gatorade machines all you see now is powerade machines. And more and more teens are attracting to powerades side. Honestly i think gatorade is going to be the same i dont really see a big change in this
zak
In order to do what is necessary to accomplish a more innovative product, it is a good idea to do thsi.Gatorade needs something that will help them in the long term other than same od products that have been using in order to stay in buisness. changing and repackaging the products is a very smart thing to do. in a health concious world, a less filling and less calorie and sugar drink is gonna help them win back some customers from powerade and third party industries.
ReplyDeletegatorade is trying to get teenagers and kids hooked on ther product to start a fan basis young and i think that they are going the right way by using athletes to show who is using them other than just other adults. o0ne thing that they need to work on is their products sugar. G2 was a great idea but the flavor isn't there. Powerade just reduced the sugar in their product and now ittastes almost exactly the same. If gatorade were to do the same thing then they might be able to out sell gatorade in the long run.
David
This comment has been removed by the author.
ReplyDeleteIn my perspective Gatorade shifting its efforts to educate consumers about their new product is an important step in the success of the product. Gatorade has been assumed by many coaches and athletes to sugary. Even if they have a good image in the society, the product is what will matter at the end of day. Gatorade is mostly associated with sports and not any ordinary soft drink. Once the consumers understand the product and fully know about its benefits, Gatorade will regain its position against other soft drinks company.
ReplyDeleteThe idea of attracting teens to the product isn’t the best. Teens often don’t choose what they drink especially in sports. The decision of what the teen players drink after work outs and games lies in the hands of the coach. Many teenagers do not like a drink like Gatorade because it’s good instead they like it because of it popularity among other teens. It’s unlikely that Gatorade will succeed as expected in the effort of luring teens into accepting their product.
Gatorade, a company that started a revolution in a world where sports is leading the way in entertainment. The sport drink that redefined the way the athlete rejuvenated his body before, during and after a performance. Now that Gatorade is being challenged by the likes of Powerade and Propel, they can no longer rely on the fact that they are the only gig in town. Changing marketing strategy's is a key essential in any long term corporation. Going the route of telling the consumer what the product is actually giving back to the body and being able to provide a sports drink that the regular athlete can understand and consume with proper knowledge is huge in the year 2010
ReplyDeleteTeens are drinking Gatorade today like its water. Trainers at the high schools are filling the coolers with Gatorade and the athletes much appreciate it. So going after the teens is very fitting to do, when trying to continue such an established corporation such as Gatorade.
~Josh Knupp
i thnk by g-rade switchin message it will broadin its merchandice for even more aorund. BUt really i dont agree on the changes they are making no a days because the taste of products are going away.
ReplyDeletes use to love g-rade but
i feel gatorade is slacking on what the do teens use to love g-rade but now a days yo mine as well just say they are drinking water. kids use to drink it because of the tatse now its so tart.i think they will drop sells unless they get it together
Gatorade Is the highest selling sports drink. It will be at the top for many many more years to come. By moving there advertsing campaign, Gatorade is trying to increase there sales. This is beacuse the article says that there sales have gone down last year. There new products like the after workout drinks are just trying to get more people to buy more Gatorade products. Some people will drink a Gatorade before they workout and then Drink an after workout drink.
ReplyDeleteI feel that many teens like Gatoraode more then powerade. With powerade in the schools kids have no choice on what to drink. they have to drink powerade beacuse there are no Gatorades. If they want to get more teens to drink there drink they should get there products back in to the high schools. If high school students had a choice i feel that they would pick Gatorade over powerade 9 times out of 10. Outside of the whole not having it in high schools I feel that they are doin a great job on gettting teens to drink there drinks.
Mike
In my opinion, it is a good thing for Gatorade to shift its message. This way, people will actually know what they are buying and will know whatit stands for. This will make the customer more comfertable and lead to better sales. Gaterade already has an outstanding image so that should not be a problem. They should jus worry about promoting the campaign.
ReplyDeleteTargeting teens is a very smart thing. This will increase sales and open the market up to a new customer base. So far, I think they are doing a good job at this. However, if they want to keep our interest, Gatorade commercials should be aired on stations that we watch, such as ESPN, FOX, ABC, NBC etc. Not to mention websites like facebook and twitter. These things will result in Gatorade being successful.
-Nick
I think that this new idea of educating people on gatorade is not what they should be doing. I think that if people realize that some gatorade is meant for sometimes and other gatorade is meant for another time that it wont really matter. i think that peole will drink gatorade regardless of when or how they are supposed to, kids will drink it because it taste good not because they want to rehydrate themselves. I think that they should do what they did last year and focus on improving their image and making everyone want to drink gatorade not because it will help you perform better but because it looks cool. i think that more people will buy gatorade if they think they look cool drinking it than if they want it to help them perform better because not everyone excercises and those who dont might only buy it if they think they look cool.
ReplyDeleteI think that gatorade is going about trying to get more teens the right way. i think that it doesnt matter what the drink is, if you are like gatorade and you have a bunch of famos players in your commercials then teens will buy the product because they want to be like those players.
Chris
Gatorade has always been a revolutionary sport product what athletes use to drink. I believe that their image is focusing on teens will be a huge sucess. They will suceed because of how teens love Gatorade and how they keep their brand alive.As Gatorade comes out with new products for their lineup they will be a huge sucess because it will give athletes a wider variety with what they want.
ReplyDeleteI believe what Gatorade has done with teens is very interesting. With what Gatorade is doing with teens it impresses me on how they can really improve Gatorade products.Their focus target market is teens and I think that is very important to them and will lead them to a huge sucess.Teens will enjoy Gatorade new products as they workout,play sports,etc
Gatorade is the most populars sports drink in the world today and it has a lot of success. I think shifting the brand can be a good thing because they have a good product. the product is will make consumers buy the drink more because they are making the drink more healthier but the drink will still also have lots of sugars. some of the peopl dont drink and school dont drink or have gatorade because of the sugars they have in them thats why in schools they sell alot of powerade. My thoughts on Gatarade's effort to attract teens to their produtcts is good because they are trying to make the drink healthier. I think gatorade is going about it the right when with the teens beacuse teens drink alot of sports drinks especially the teens that are involved in sports. gatorade is a very good drink it personaly think that it is the best sports drink. if gatorade keeps doing what their doing i think they would become a better company.
ReplyDeleteKjabbie10
Over the years Gatorade has and still does control most of the sports drink market. Unfourchinately the people at Gatorade saw losses last year so I support Gatorade's decision to shift is campaign message. By educating its consumers, Gatorade can sell their product a lot easier than in the future. 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 a great idea because they customer will purchase all the drinks to get the full series. Also this way it’s easier to target market, by doing that they will be able to focus on specific groups.
ReplyDeleteIn Gatorade's effort to attract teens to the product I believe is the most successful when they use professional athletes in their advertising campaigns. Nothing is cooler than when your favorite athlete is sweating out Gatorade, although it maybe sticky, it’s just cool. The new style of advertising Gatorade is using 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 separately. I think Gatorade will be successful no matter what just because of their past in the industry. But I think they should go back to the old school sweating approach.
rod colley