Gatorade

1
Gatorade

• Growing the Business

2
Executive Summary

• History
• Market Share
• New Target Areas
• Children under 18
• Non-athletes
• Generate Greater Revenue

3
Gatorade Current State

• 1965 University of Florida
• 1967 Florida Gators win first Orange Bowl
  attributed to proper hydration
• 1969 enters the NFL with the Kansas City Chiefs
• 1987 The Gatorade Dunk is born
• 1991 Celebrity endorsements begin Michael Jordan

4
Current Strategy

• Target Market
• Athletes
• Males 18 to 24
• Focused on Point of Sweat

5
Getting to Market

• TV Ads /ESPN
• Sports Venues cups, coolers, billboards
• Sports Magazines
• Limited Radio
• Sponsored Events
• Celebrity Endorsements
• High School Athlete of the Year

6
Current Market Facts

• Part of PepsiCo
• Control 80 - 90 of Market Share in North
  America
• 1.5 Billion dollar brand
• Competition
• Powerade (Coke)
• Private Label Isotonic Sports Drinks
• Water

7
Current Market

• Current market concentration is on males
• Weaknesses
• Non-athletes
• Youth market

8
View of Future State

• Create Brand Loyalty
• Younger generation
• Increase market share
• New Market
• Non-athletes

9
How Do We Attract Youth?

• Parenting Magazines
• Emphasize health benefits of the active child
• Kids Magazines
• Sports Illustrated for Kids, Seventeen, etc.
• Internet Pop Ups / Websites
• Nick Jr., Discovery Kids, Disney
• TV Ads on Kids Programming

10
Target Youth

• Endorsements appealing to the younger child
• Dora the Explorer, Sponge Bob
• Video game background banners
• Form strategic partnerships with other companies,
  Ex. EA Sports
• Continue celebrity endorsements aimed at
  pre-teens/teens
• Derek Jeter
• Mia Hamm

11
Supporting Facts

• Current National Trend is to Decrease Childhood
  Obesity
• Overweight children 9 million (3x that of 1980)
• Children dehydrate faster that adults
• Instill brand recognition at an early age
• Studies show taste promotes more consumption with
  kids

12
Attracting a New Market

• Non-Athletes
• Home Improvement
• Contractors
• Do-It-Yourselfers
• Construction Workers

13
How Do We get There?

• TV Ads (Construction Field)
• Sponsorships on Home Improvement Shows
• Trading Spaces
• Monster House
• Vending Machines
• Lowes / Home Depot

14
Getting There

• Celebrity Endorsements
• Ty Pennington
• Amy Wynn
• Trade Shows
• Strategic Partnerships
• Construction Vests/Green Shirts
• Gatorade Coolers

15
Supporting Facts

• Home Improvement Industry 64 Billion
• High Ratings for Home Improvement Shows
• Discovery Channel
• The Learning Channel

16
Conclusion

• Economical
• Effective Growth
• Untapped Market Segments
• Younger Generation
• Non-Athletes
• Longevity of the Brand

17
Questions?