If I was the regional marketing manager for a sports drink company like Gatorade, I would ask TRU to help me out. My approach to attracting teenagers is making my product be the new cool thing that everyone has (or drinks). The three primary research methods that TRU will be using are watching, asking, and the social media. Watching will take place in a teen’s natural environment. The mall will be a great place to observe what teens drink when around friends. The color, ingredients, and shape of the container will all be considered when making the final design for my sports drink. For example, if they were drinking a 100% natural fruit smoothie in a plastic cup with a straw, then my sports drink will include all-natural fruit juice and a straw with the …show more content…
I am a teen, and I have seen my peers always going for the “exotic” flavors such as white cherry and ice punch. Knowing and creating more of those different flavors that other companies do not have yet will give my company an advantage. Social media will be more for the promotion part. Because I want to make my product the “cool” thing, I will have to find people considered “cool” by teens to help promote it. Going online and having a survey will work. Checking the number of teen followers that a famous person has is another option. These methods are important to my company because it will allow the final product be attractive to teenagers the way I planned it to. TRU will only be fulfilling a few steps in the market research process. My company has already defined the problem and started developing the research plan. Working with TRU, the research plan will be polished, and TRU will carry out the job of collecting the relevant information. They will analyze and present the data to my company, and my company will finish off with taking the marketing actions. TRU is really helpful for new companies that want to target teenagers with their
It has long been established that both short and long-term exercise increase metabolic rate and heat production. This naturally predisposes participants to dehydration. Typical symptoms of dehydration include elevated temperature, fluid and electrolyte imbalance due to sweating, and loss of critical nutrients, such as glycogen (depleted via metabolic pathways). Many individuals participating in moderate to rigorous training schedules may engage in daily exercise, if not multiple exercise routines in one day (3,4,5,6). It then follows that the goal for these individuals should be avoidance of dehydration and maximization of rehydration through maintenance of electrolyte balance, replenishment of muscle glycogen, and plasma osmolality. Thus, examination of a fluid’s efficacy in these three areas is crucial. Through extensive research, it is evident that Gatorade will rehydrate faster and more effectively than water.
In recent studies sports drinks like Gatorade, PowerAde, and Muscle Milk have been proven not to be completely truthful about their nutritional value and the impact it will have on their consumers. These studies consist of an argument that water might overall be better than any of these drinks though water might taste bland it may be the best choice for athletes everywhere.
As stated in the case, “the market for energy drinks was growing; between 2010 and 2012, the market for energy drinks had grown by 40%. It was estimated to be $8.5 billion in the United States in 2013 [and] forecasts projected that figure to reach $13.5 billion by 2018” (pg 5). However, much of this market’s revenue -- 85% in fact -- is dominated by five major brands, while the remaining 15% is split between approximately 30 regional and national companies. (pg. 5). With this saturated market, it might not be best for Crescent Pure to enter as a completely new product to the industry, as there is the possibility that it will be squeezed out of the profit shares by more established brands -- especially if it is not properly secure in its identity. In addition, while the market for energy drinks appeared to be growing at an exponential rate compared to the market for sports drinks -- which increased only 9% in five years and would be at approximately 60% of the rate for energy drinks in 2017 (pg 6) -- the consumers appeared to be wary of partaking in the market for several reasons, which would potentially harm the reach of Crescent Pure. These concerns included rising news reports discussing the safety of energy drinks (pg. 5). Taking into consideration the data provided in the case that concerns reasonings of why consumers choose specific drinks over others, there
What exactly is the definition of Gatorade? According to dictionary reference, the exact definition of Gatorade is “a fruit-flavored drink esp. for athletes, designed to supply the body with carbohydrates and to replace fluids and sodium lost during exercise” (dictionaryreference.com). Gatorade has one of the most powerful brand images throughout the world and provides athletes with the chance to properly rehydrate themselves and give their body a better chance to recover while in athletic play, or even in the current day, Gatorade has produced products to prepare an athlete before competition as well as provide a post athletic event to give their bodies back what they lost in action.
In 2003, Palmer Jackson, Inc. created a new line of sports beverage called Green Ox. This beverage has some differences from other similar beverages, as it contains the benefits of antioxidants and it can compete in more than one category, such as sports drinks, vegetable juices, and antioxidant supplements. These are not the only advantages of Green Ox, because some reputable reports argue there is a strong link between using the vitamins and minerals that Green Ox has to reduce the risk of some specific types of cancers, and Green Ox will launch on a type of market that is growing to 15% per year. In order to ensure the success for Green Ox, the company has contracted with Marketing Studies Incorporated (MSI) to study the market and do some important researches. However, Palmer Jackson, Inc. faced one of the challenges that has been common when companies prepare to launch new products on the market. First, the company needed to determine the target audience, especially as we know the large variety of people who deal with this kind of product. Second, the company needed to think thoroughly about how it could position Green Ox with its benefits on consumers’ minds, as Green Ox has the capacity to compete in three different
Gatorade sponsors many different franchises, players and associations, so its advertisements are always seen by many, so when they promote that their drinks are better than water for athletes during games and matches; one has to wonder if it actually is? Most of the time when something so big is advertised in TV commer...
Zmuda, Natalie. "What's a Sport? Gatorade Redefines to Broaden Target." Advertising Age News RSS. AdAge.com, 12 Apr. 2010. Web. 24 Mar. 2014.
For my 6th grade science fair project I chose to find out which drink is better for you and which drink improves performance more, Gatorade or Powerade. I chose this topic because I am an athlete, and it would be nice to know which drink is healthier, along with which drink replenishes better. My group members and myself formed hypotheses to answer these questions. I hypothesized Powerade would be healthier because it has vitamins B-3, B-6, and B-12, while I thought Gatorade would improve performance more because it has more electrolytes, sodium, and potassium. We tested our hypotheses by doing research online and performing experiments.
Today's young people are generally unresponsive to traditional brand marketing messages. Teens spent $12 billion dollars last year according to a recent study of Teen Marketing Trends. Teens not only use their money on small purchases such as music, clothes and food but also have the power to influence high-end purchases of their parents. Every year younger teens are being marketed because that they are the future teenagers and brand loyalty is an important thing to many companies. If you can get an older child hooked on a product, they’ll generally love it for life. These younger age demographics are being marketed to because more and more kids have increasing spending power and authority over what is purchased in their household.
Two thirds of the human body, including an athlete's body, is made up of water. Without water we can not live, nor would we exist. Water needs to be purified in order to be drinkable and safe for humanity. Most athlete's drink high quality purified water which promotes their hydration. Dehydration is the result of not having water in your body. This can lead to fatigue, headaches, joint pain and other uncomfortable states in the human body which would affect an athlete's performance. A human can not spend more than three days without having water, therefore an athlete that uses more water than a normal person would have a shorter period of time because of how quickly they use the water. The average tissue in your body is made up of 50 percent
Useem, M. (2008). New Ideas for This Pepsi Generation. (cover story). U.S. News & World Report, 145(12), 49.
Ever since 1965 Gatorade has been one of the top selling energy drinks in America. Gatorade has come a long way since its start and is now the official drink of several professional sport leagues. The company brings in over three billion dollars worth of revenue every year mostly due to their skill in advertising which is a crucial part of a company of such magnitude and Gatorade is known for their persuasive commercials. In the commercial chosen, several stellar professional athletes give the viewers details of some of their greatest failures. This caused each of them to work harder and become the athlete they are today by training harder and making them more determined. The Gatorade commercial that was chosen is a very effective ad because
The beverage industry is highly competitive and presents many alternative products to satisfy a need from within. The principal areas of competition are in pricing, packaging, product innovation, the development of new products and flavours as well as promotional and marketing strategies. Companies can be grouped into two categories: global operations such as PepsiCo, Coca-Cola Company, Monster Beverage Corp. and Red Bull and regional operations such as Ro...
We have come to the phase that allows Team A to apply the research tools and implement a market research plan. Team A will review various marketing research tools that are available for researchers to use such as secondary research, secondary on-line research, exploratory research, nondirective interviews, and the Likert scale. Our secondary research is showing that consumers are demanding healthier menu options. This market research implementation plan will develop several market research tools; including questionnaires’ and the Likert scale to verify if McDonald’s consumers genuinely want and will purchase healthier menu items.
In the early 1890s, a pharmacist named Caleb Bradham concocted a recipe dubbed “Brad’s Drink” consisting of sugars, carbonated water, rare oils, and a caffeine containing nut called kola. In 1898 the drink was named Pepsi-Cola, incorporated in North Carolina by 1902 and the formula patented by 1903. After two decades of expanding business, Pepsi-Cola declared for bankruptcy and was sold to Roy Megargel forming the Pepsi-Cola Corporation. Less than a decade later Pepsi-Cola declared bankruptcy for a second time. By 1931 this allowed for Charles Guth, a businessman who supplied the syrup used by Pepsi, to purchase the company from Roy Megargel. Initially, Guth did not have success with Pepsi and even offered to sell the trademark and recipe to the Coca-Cola Company. "Coke" refused to purchase the twice bankrupt and struggling Pepsi. This prompted Guth to used the labs, the chemists, and the resources of the Loft Candy Company, his employer, to finely tune the Pepsi-Cola recipe to hopefully improve sales. After some clever price promotions, Pepsi had profits of over two million dollars and was the second largest cola company in the United States. Meanwhile, Loft Candy Company was in a legal battle with Charles Guth for using company resources for his personal benefit thus breaching his duty of loyalty. Loft Candy Company won the legal battle and took ownership of Pepsi-Cola Corporation. The faith of the company now rested in the hands of many savvy corporate leaders.