I have chosen to assess Gatorade’s new G Series campaign. It consists of three separate products that are each to be used at a certain point in athletic activity. The first is 01PRIME (Gatorade.com, pictured to the right), it is to be taken 15 minutes prior to activity and has components very similar to an energy drink. It is high in B-vitamins and electrolytes, it’s meant to give a burst of energy right before a workout or competition. The second product is 02PERFORM (Gatorade.com, pictured to the left), which is their original product they’ve been selling for 40 years. It is meant to be consumed during an activity. The only changes are the fancy new name and updated packaging. The third is 03RECOVER (Gatorade.com, pictured below), it is to be taken post-exercise. The product is high in protein and helps the body recover from its exertion. It is comparable to many other post-exercise protein drinks but it also claims to be the first of which that actually quenches your thirst. The audience Gatorade is trying to reach is athletes that want to maximize their effectiveness at their given sport. They are also trying to aggressively penetrate two new markets, energy drinks and post-exercise protein drinks, that they have not previously thrived in, using their flagship beverage as part of the campaign. This campaign is currently running and has been for most of 2010.
The main slogan of the campaign is “The Game Has Evolved”. It attempts to drive home the point that as sports have evolved, Gatorade is doing its part to make sure the way you hydrate yourself does as well. This (http://www.youtube.com/watch?v=nWAjioAfDW0) is one of the first commercials I saw for this campaign. It shows older footage of athletes playing with subpar eq...
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...rkout protein shake companies like Muscle Milk
(http://www.tressugar.com/Muscle-Milk, as seen to the left) focus on image and physical appearance. Going to the gym so someone can look better at the beach and date more women. Gatorade is trying something new and using their current dominance in the sports drink industry to catapult them into these new markets.
This method seems to be highly effective from the outset. From what I have seen, being involved in many athletic activities, these new products have been popping up more and more frequently. I have even tried them myself. It is intriguing to see if performance really will improve by following the regimen Gatorade has provided. It is still too soon to tell if they will be extremely financially beneficial to Gatorade but they have been decisive, deliberate, and clear in their message to their consumers.
Pathos is heavily used in the ad to make the target audience feel inspired. Since the ethos revolves around controlling one’s moral behavior, being “Like Mike” is being a winner, a champion in the minds of Gatorade. The ethical component also ties in with the exigence; the idea in which kids who drink Gatorade will play basketball like Michael Jordan. But logically we know that will not happen. Great basketball players do not become great due to consuming a sports drink. They become great basketball players due to practice, dedication, and perseverance. That is why this commercial works for its target audience. Children aspire to be absurd professions all of the time, and it’s normal. They are naive to reality but enticed with
In this report I shall be looking at data compiled on the client and using this data I will analyse the market potential and demand for "health drinks" within the United Kingdom. Also I will consider whether it is viable to expand and develop the brand within the market whilst maintaining the socially responsible attitude of the company, in conjunction with the growing health trends and the client's ethical product production.
The ad features Kobe Bryant playing basketball at a court in California. The vitamin water bottle acts as his opponent. Kobe is wearing a black shirt and white basketball shorts. His outfit is simple so it doesn’t take away from the product. The ad is saying Vitamin water can give one the power to help get to your goal.
Instead of just sponsoring professional athletes to show the benefits of Gatorade to everyday athletes, Gatorade used the popularity and power of the pros to depict a different, broader social message. Along with spectacular technical aspects and varying settings, Gatorade was able to prove to all people that victory in anything or any place comes from initial defeat and was able to ignite the self-drive that all of humanity contains but struggles to find. This strong emotion that is felt in just 67 seconds changes the perception of Gatorade and all it stands for. By directing their message at such a wide audience, they were able to change its reputation and prove that Gatorade products are not just for athletes, but for everyone. With “The Secret to Victory,” Gatorade has inspired and instilled a new sense of motivation in viewers but has also successfully and ingeniously created a much larger consumer
After PDB acquired Crescent Pure in July of 2013, its management team was faced with a decision when discussing how the product was to be marketed -- some felt that the drink’s energizing ingredients would make it a better fit as an energy drink, while others felt that its hydrating elements would make it a better fit as a sports drink (Quelch, Zalsoh 2014). Crescent Pure was founded in 2008, as founder Peter Hooper wanted “a drink that would refresh, energize and enhance mental focus” (pg 2). However, Crescent Pure will be PDB’s first entry in the U.S., sports and/or energy beverage markets; therefore, in discussing the
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 is one of many sports drinks that is out in the market. It was first made back in 1956 by a group of scientists in the University of Florida. The main reason Gatorade was made in the first place was to help the athletes of the university by replacing the body fluids that they lost during competitions especially in the hot weather of southern Florida. In a competition athletes lose water, carbohydrates and electrolytes through lots of sweating so Gatorade’s first priority was to replace them and re-energize the athletes. The first ever bottles of Gatorade that were created did not contain as much ingredients as todays Gatorades, and at first 10 players from the University’s Football team tested the drinks. It didn’t take long for the effects to show and the team quickly started to win their games. After the team’s results started to get better, Gatorade gained lots of attention from around the athletic community and after a few short years it was the official drink of the NFL, NBA, MLB, PGA, AVP, and the MLS. After all the l success, it was bought by Pepsi Company in 2001. This meant that it would no longer distribute its products to only the USA and Canada, but to the entire world and since then Gatorade products have been sent to almost 80 different countries. But the big question now, is that does it really help athletes? Was this the reason behind all the success of the Florida Gators through the 60’s?
Zmuda, Natalie. "What's a Sport? Gatorade Redefines to Broaden Target." Advertising Age News RSS. AdAge.com, 12 Apr. 2010. Web. 24 Mar. 2014.
Through this evidence, Gatorade is the most essential drink on the planet when it comes to revitalizing and replenishing the body. This is why top athletes in professional sports endorse and use this produce. The commercial for Gatorade ask “Is it in you?” Gatorade and other numerous sports drinks have become a very important part of today’s sports market, and it seems to be with good reason. Research has confirmed that for the most part, the claims made by companies such as Gatorade about the effectiveness of their sports drinks are true. Gatorade is a useful sports drink.
Competition also presents itself in original sports drinks, such as Gatorade (Pepsi) and Powerade (Coca Cola). Furthermore, premixed alcoholic drinks like the Smirnoff range form part of the competition.
Invoking feelings and bits of emotions like advertisement do, causes viewers to feel more connected to whatever is being advertised or presented. The use of feelings and emotions in a persuasive manor is referred to as using the pathos persuasive technique and is one of the most popular techniques used in our culture today. The feelings created from an ad like this could range from anger, to jealousy, sorrow, and even fear. This specific ad is oriented towards the specific emotions of determination and fearlessness that a quality competitor should have. Its displays the message to not ever give up and push on because the failures that even the greats of the sport have had motivated them to be better and become who they are today. The use of pathos helps Gatorade make it sound like anyone can succeed if they use their product by determining the viewers and providing that little bit of a push. This is meant to light that fire of emotion inside someone to do their best. Gatorade has been able to do the same thing with each of their commercials and that feeling you get when you watch commercials like that is due to the pathos persuasive
This market assessment shows that entry into the market is relatively easy for a company that is well capitalized. In addition on going threats continue from competitors like McDonald’s, Dunkin Donuts and Burger King. The threat of substitution in the beverage is huge and includes soda, fruit juices, smoothies, water, beer and other alcoholic drinks.
The purpose of a campaign is to deliver a prospective consumer to the point of sale. Nike uses what is classified as a product oriented advertising campaign. Nike’s entire campaign is centered on convincing the consumer to purchase their product. The goal of most product campaigns is to educate and prepare the consumer to exhibit purchasing behavior, so that their company may become the leader in its market. Since Nike is already the leading athletic apparel company, their goal is probably to stay on top. Some of the major strategies used to achieve this goal are the use of television, magazine, and Internet advertisements.
Companies utilize different marketing strategies to appeal to their target audience. The methods they use to market their products usually reflects the target audience’s preferences or needs. Gatorade was invented at the University of Florida in 1965 by a team of researchers. They discovered nutrients were not being replenished when the school’s football team competed and formulated a solution to the problem. Today Gatorade primarily targets athletic or physically active individuals, especially professional athletes. Over time, Gatorade has become one of the most popular and leading sports drink companies in the world. Many people recognize what Gatorade is and what they do to help individuals who need the extra replenishment so they can continue
to fight in the center of the arena, but have a sudden change of mind