Since the creation of Gatorade in 1987 sports drinks have become a staple of American athletics. Every major sports league, including the NBA, NHL, MLB, NFL and NASCAR, are sponsored by and use of Gatorade Thirst Quencher. All Sport and Powerade, two other smaller market sports drinks, have limited sponsorships of smaller sports leagues including the NCAA. The question is, how effective is Gatorade and other sports drinks in doing what it they're advertised to do? One has to wonder if the wide use of Gatorade is merely due to billions of dollars of advertising pumped in by the company or if it actually does quench "that deep down body thirst." The majority of the internet research to determine the how and if these sports drinks work will center on Gatorade because it is the only sports drink with significant information on the world wide web. It shouldn't be too much of problem comparing sports drinks due to the fact that most of the sports drinks have rather similar ingredients.
The major reason anyone drinks fluid before, during and after physical activity is to replace the water that is lost through sweat. If the water isn't replaced dehydration will occur and performance will be hampered. The purpose of Gatorade and other sports drinks is to help rehydrate your body quickly and help improve performance and productivity. This is accomplished through a well balanced mix of water, sugar (carbohydrates) and salts (electrolytes), the major ingredients in most sports drinks. These ingredients, combined with a variety of fruit flavors, create pleasant tasting drinks that according to the companies are suppose to help your athletic performance. Three major problems we face every day from physical exertion is the loss of water and electrolytes, elevation of body temperature and depletion or energy reserves. If the sports drinks work as advertised they should be able to help us avoid those three problems. Gatorade: How it Works
According to the official Gatorade web site there are four main ways in which Gatorade helps improve athletic performance and keeps our bodies functioning normally even under conditions of extreme physical exertion. First of all several of it ingredients stimulate rapid fluid absorption. Secondly it assures rapid rehydration which allows us to maintain physiological function and prevents dehydration. Third, the carbohydrates in Gatorade provide energy to working muscles. Finally it encourages you to drink more fluid. All the assertions made by Gatorade make sense but the question still remains about the overall effectiveness of Gatorade and other sports drinks. We will now take a closer look at the four major ways Gatorade is suppose to work and how it is suppose to help our athletic performance.
Rapid Fluid Absorption.
Rapid fluid absorption is important during strenuous athletic activity in order to avoid dehydration. According to Gatorade, research has shown that the 6% carbohydrate level and presence of salt found in their beverage is optimal for rapid fluid absorption. They also claim that as the carbohydrate level gets higher than 7% absorption is slowed and therefore fruit juices and some sports drinks aren't recommended during exercise.
Assures Rapid Rehydration.
In this case consuming a "properly formulated carbohydrate-electrolyte beverage" such as Gatorade results in rapid rehydration. This rapid rehydration occurs for several reasons. First of all, according to Gatorade, the sodium in their drink helps maintain body fluids unlike other fluids such as water and caffinated beverages that can promote water loss through increased urination. As they state, "research has shown that rehydration following exercise is more complete with Gatorade than with beverages such as water or diet cola." Secondly, as we will discuss later, the sodium found in Gatorade as well as the taste of the beverage supposedly encourages continued consumption of liquids. Provides Carbohydrate...
...Media presentation paper
Gatorade VS. Water
Gatorade was developed in 1965 at the University of Florida by a team of scientists led by Dr. Robert Cade (gatorade.com). Two years later, in 1967, the University of Florida beat Georgia Tech. 27-12 to win the Orange bowl. The Florida Gators had Gatorade on the sideline, while Georgia Tech. had water. In a post-game interview, the coach of the Yellow Jackets was asked what went wrong; “We didn’t have Gatorade on the sideline, that made the difference”(cademuseam.org). Since then, Gatorade has taken over the sports industry and produces over $2 billion dollars in annual revenue (Gatorade.com). High profile athletes such as Peyton Manning, Tiger Woods, Derek Jeter, and Lebron James have all endorsed Gatorade. Gatorade is a sport drink composed of sodium, potassium, calcium, and chloride, which replenish necessary electrolytes your body needs during physical activity. However, some argue that Gatorade is nothing but excess sugar for the body, and water is better during physical activity. Gatorade has several advantages over water, and will produce better results during physical exertion.
There are several advantages of replenishing electrolytes during physical activity. Sodium, for example, plays a major role in muscle contraction and conduction of nerve impulses. Muscle contraction is...
...was over and the celebration started. The New York Giants players grabbed the Gatorade cooler from their sidelines and poured it on their Hall of Fame coach as a celebration and appreciation for all the hard work and preparation he put in. This soon would catch on to become one of the biggest traditions in American sports and labeled as the “Gatorade Shower.” The shower would go on to become the most embraced celebration in all of sports. ForGatorade marketing, this was a dream come true because it is easily one of the most memorable unpaid advertisements in history. Also it was a historic product placement moment for the company. The hundreds of thousands of victory showers ever since then have helped the consumer associate champions with Gatorade products.
Gatorade in 1965 became the first drink of its kind. Now the sports drink market is absolutely huge, reaching upwards around 300 billion dollars sales per year worldwide. Gatorade in 2008 had an amazing 82% control of the sports drink market share. It accomplished such great dominance through its one of a kind marketing tactics in the sports drink market that has yet to be matched. Gatorade was the first sports drink to sponsor a league in 1967 and today has sponsorships with the NBA, WNBA, MLB, NHL, MLS, NFL, etc. It has reached a point now that on every sideline in almost every sport the famous...
...Phase I Marketing Project: Fall 2008
Due: September 29, 2008
Bornstein, Elisha Dov
Delinko, Matthew Edward
Mohr, Kyle D
Gatorade is a dominating force in the sports drink industry. The company has had a sustainable competitive advantage for over 40 years by means of constant product innovation. By repeatedly analyzing its marketing environment, the company has been able to maintain their advantage, keep their share of markets, and capture shares of new markets.
One of Gatorade’s most noteworthy strength’s is its commanding share of the “active thirst” market, approximately 80%. (Portfolio.com) This makes Gatorade a cash cow for the Pepsi Company as growth is fairly calm. As evident by its impressive share of the market, Gatorade is an extremely popular brand and has outstanding brand recognition and loyalty. The company currently offers three lines of products: its Performance Series, Thirst Quencher, and Propel Fitness Water. The Performance Series appeals to athletes participating in demanding physical tasks and includes energy bars, nutrition shakes, specialized sports drinks, and energy drinks. The Thirst Quencher line offers the original Gatorade formula in a variety of flavors varying from the original flavors to morning flavors to Latin-inspired flavors. The Propel Fitness Water line offers an alternative to...
One of the most dominating keys in today’s business world can easily be seen through the Gatorade Company. Their products have become extremely popular to the world, keeping their competition in the dust. Ordinary businesses struggle to retain their name on the board with this eminent company in the way, and for obvious reasons: excellent advertisement.
Forty-five years have passed since the creation of this ultimate athletic drink, and Gatorade still continues to flourish. The product itself has a legendary story behind it. Many say that the University of Florida first noticed that all of their athletes could not perform to their highest skill level due to dehydration. Both professors and coaches decided to come together and find a solution to this problem. After multiple trial and error labs were performed, they finally broke through with an unbelievable item. They found something that would do more than just replenish fluids. It supplied the body with a plentiful amount of electrolytes, a task that water cannot complete (Gatorade History). With electrolytes, this beverage provided the Florida Gator football players with both energy and awareness to perform at their peak. This break-through proves to be one of the largest in sports technology today.
Now that they came up with a product, the next most important topic to discuss was advertisement. They needed to know...
Nothing works Better!! |
Gatorade is a brand of sports-themed Nutritional Drink and Supplement products, built around its signature electro-lite: a line of sports drinks. Gatorade is currently manufactured by PepsiCo, distributed in over 80 countries. The beverage was first developed in 1965 by researchers at the University of Florida, to replenish the combination of water, carbohydrates, and electrolytes that the school's student-athletes lost (in sweat) during rigorous athletic competitions. Its name was derived from the collective nickname of the university's athletic teams, "the Gators". |
NOTHING WORKS BETTER!!!
NOTHING WORKS BETTER!!!
Thirst Quest of ‘65 1
Birth of ‘Gatorade’ 1
‘Gatorade’ comes on Field 1
Beverage Buzz and Biz 1
Orange to Super by ‘69 1
Science, Sports and Success 1
‘Gatorade’ Today 1
From Field to Track 1
Drink up the Challenge! 1
What Next! 1
Drink the thrust of thirst 1
Some facts which will help us understand the key success and the reason for ‘Gatorade ‘existence and market player consistent. 1
What are the other possible factors that gets the drink flowing? 1
Positioning Target and Market: 1
Gatorade’s Speaks: 1
PTM- Primary Target Market 1
‘Gatorade’- A 4P Analysis 1
...Gators began to play hard throughout games while their opponents struggled in the last quarters. Gatorade was a success and by fall 1967 Stokely-Van Camp had secured rights and began marketing Gatorade nationwide.
In 1983, the Quaker Oats Co. purchased Stokely-Van Camp and it launched Gatorade from a sleepy little brand into superstardom (Kays, 1). Since 1983, Gatorade has enjoyed an unprecedented 20 percent annual sales growth rate, from about $100 million in 1983 to more than $2.2 billion in 2001. Pepsico purchased Quaker Oats in 2001, a move beverage industry analysts predict will eventually lead to an even greater share of the already 80% of the sports beverage market for Gatorade (Kays,1). The New York Times named Gatorade one of the 100 best brands of the 20th centuryalong with the beverage kings Coca-Cola, Pepsi, and Budweiser (amanet.org).
In 2005 Gatorade introduced a new formula, Gatorade Endurance. The commercial is titled Shattered. The commercial starts off during an intense soccer match where a player is running hard to get the ball and goes to slide and shatters in to concrete like pieces. Then there is an endurance runner who is running very hard and also crashes and breaks into pieces. The narrator begins "the longer your exercise the more severe your hydration needs become and that of cause you to fall apart....
...A Complete Situation Analysis for Gatorade
A Steven Novak Creation
Table of Contents
The Creation of Gatorade Product Features Current Branding Strategy Demographic Competition SWOT Analysis SWOT Continued Marketing Objectives Marketing Objectives Continued Citations p. 1 p. 2 p. 3 p. 4 p. 5 p. 6 p. 7 p. 8 p. 9 p. 10
Creation of GatoradeGatorade started in the summer of 1965 with the realization that the Florida Gators football players could not make it through practice without struggling. Many players reported being dehydrated and playing sluggish during team drills. So team physicians got together and determined what exactly was the problem. The athletes suffered from a lack of electrolytes and carbohydrates, which was not being replenished with just water. The group of four physicians blended a drink that had the perfect balance of carbohydrates and electrolytes. The drink would prove to help the Gator football team perform better on the field, so naturally they called the drink “Gatorade.” What happened next was rather remarkable because the players started performing better. They finished with a record of 7-4 that season and the next season they finished with a record of 9-2, winning the Orange Bowl for the first time in school history. Eventually, the drink moved into the professional leagues and the first team to adopt it was the Kansas City Chiefs. The Chiefs had trouble...
...achieve-rehydration, replenishment, and refueling. They called this new drink ‘Gatorade’. By 1969, Gatorade was named the official drink of the NFL (History of Gatorade, Retrieved December 2, 2006).
Today, Gatorade has reached beyond the narrow market of elite athletes. They have many product lines designed to appease the most particular of sports drinkers. No matter what your gender, your occupation, or your age, they make a drink that you can enjoy. Gatorade has many different product lines within their Thirst Quencher Series. They distribute Gatorade Rain, Frost, Lemonade, Original, X-Factor, Xtremo, and Fierce. Within each of these different sub-categories come many different fruity flavors. Each flavor also ranges from a 12oz bottle-6 pack to a gallon jug. Gatorade also has a line of fitness water called Propel. Any consumer can purchase Propel Fitness Water or Propel Fitness Water with Calcium. Both come in a wide range of flavors similar to those found within the Gatorade Thirst Quencher Series, but with a few more. All purchases range from a 12oz-8 pack to a 1 liter bottle. Now we jump into the Gatorade Performance Series products. This series of products has specially designed formulated nutrition and hydration in order to aid the most intense athletes in their performance. Each product is packed with nutrition in order to...