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The impact of brand on consumer buying behavior
Effect of brand on consumer behavior
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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 …show more content…
One way of doing this is by using slogans to show what they have to offer. Gatorade uses catchy slogans to reach their target audience, and to show what their product can be used for. Gatorade uses slogans to identify the company’s mission and theme and reveal them to the consumer. One of Gatorade’s most recent slogans is “Float like a Butterfly, Sting like a Bee, ½ the calories, all the G.” Many people already recognize the first part of the slogan because it is associated with famous professional boxer, Muhammad Ali. But Gatorade is using this catch phrase as a means to describe how athletes want to compete on the field. Athletes want to perform their best and they need products to get them to their best. By Gatorade using the catch phrase in the first part of their slogan, they are basically saying that if the consumer drinks their sports drink, they will “float like a butterfly” and “sting like a bee.” “Float like a butterfly” can have a lot of meanings. To the consumer, mostly active individuals, this can mean that as they compete, they will seamlessly float as if they belong on the field like a butterfly’s flight belongs in the wind. Just like the “float like a butterfly” part, the “sting like a bee” part can also appeal to the target audience. Because athletes want to do their best when they compete, Gatorade recognized that this part of Muhammad Ali’s catch phrase would best express that by using their products, athletes would achieve their goal. “Sting like a bee” can also have many interpretations. The target audience may interpret this as, since they are drinking a product from Gatorade, they will effectively perform their best when they compete. A bee’s sting is really strong, so in turn, when they compete, they want their performance to be as effective as a bee’s sting strength. “The half the calories, all the G” part
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
Explanation of Example Owner/Product: Coca-Cola; Smartwater Targeted Audience: The targeted audience of Smartwater is best defined as young people from ages 18-30 who enjoy an active, healthy, on-the-go lifestyle. This audience also typically has plenty of disposable income, which allows them to spend on Glaceau’s more expensive Smartwater. Certain people within this targeted audience, typically are often concerned with self-image, and often feel that their personal value is enhanced if they are seen carrying a Smartwater bottle, as the brand represents a certain aura of financial stability and health awareness. Relevant Information: Tom Brady is called “the best quarterback in the present era.” He has won the Super Bowl three times, has been named NFL MVP twice and is a nine time Pro Bowler.
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.
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
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.
Nike is an American Multinational Company that designs and manufactures footwear along with sports gears and accessories. It is a major manufacturer of athletic shoes, sports equipment, accessories and services. Nike was founded by Phil Knight and his coach, Bill Bowerman in January 25, 1964. It was previously names as Blue Ribbons Sports, but it was later renamed as Nike in 1971.
...partnership with many big name teams, as well as players. Some of the players that are endorsed by Gatorade consist of: Dwight Howard, Vince Carter, Tiger Woods, Matt Kenseth, Mia Hamm, Eli Manning, Peyton Manning, Serena Williams, Michael Jordan, Dwyane Wade, Misty May-Treanor, Ladainian Tomlinson, Joe Mauer and Derek Jeter, and many more (AthletePromotions). Gatorade has wide varieties of products for many consumers to select from, broken off into two different groups: G Series and G Endurance (Gatorade.com/products). According to their company product page, Gatorade has ten products under the G Series section and five under the G Endurance section. All of the products listed have come from Gatorade and their company webpage, under the product section (Gatorade.com/products), and has the Gatorade description of what the product is built to do for the consumer.
Sport is one of the largest mediums that corporations can utilize to get that mass message out to their customers. Many of us have different ways that “tickle” our fancy so to speak. What interests one does not necessarily interest another, but, even if one person can convince others to try a product or service a domino effect may occur. Corporations are always trying to “spice” up their advertisement. They probably do this to see if they can manipulate a consumer to try their service or product. For example, Budweiser has been running beer ads for many, many years and incorporated comedy into their commercials. They went from frogs to lizards to obnoxious acting. In my opinion, people are swayed by these tactics and tend to try a Budweiser beer more often than they had.
Marketing companies know that by associating a product with an athlete it can drastically increase sales. Fig 1. Gaines, Cork. "... ... middle of paper ... ...
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.
Specialists have decided that drinking a sports drink, such as Gatorade, is better for athletes than if they ate carbs or drink sugary drinks like soda. Gatorade is a sports drink that can be used to combat dehydration in both athletes and citizens of third world countries. Gatorade was first made popular by Michael Jordan who helped it become well know in 1997. Gatorade came about when the Florida Gator Football Coach, Dwayne Douglas, was concerned for his players that were overly exhausted and passing out during football season. He made his way to the university kidney specialist, Dr. Robert Cade, to find some answers. Coach Douglas’ players were sweating off up to 18 pounds without being thirsty for water. Dr. Cade then began to make a mixture with healthy ingredients such as water, carbohydrates and electrolytes. These ingredients all helped to replace the athlete's lost fluids. It was then called “ Gator Coaches Ade”. The Gators started winning games and soon every team was drinking this sports drinks. This was the beginning of the sports drink industry. Gatorade has won many awards like the Clio Sports Award. This stuff has been proven to be better for athlete's than water because of it's ingredients. Gatorade is a major market and has many athletes that endorse
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
The following plan is intended to provide a basic marketing communications plan for a fictitious company. The company in question operates in China and produces soft drinks, particularly adult soft drinks. The information in the plan has been sourced from various textbooks and online research including the National Bureau of Statistics China.
I never though how much trash I throw out every week. As in Gatorade bottles, snack packs, pizza container, other food container, and everyday use like glasses cleaner and cotton swab. I really got thinking in how much I throw out and how much other people throw out every day and how it’s hurting our environment by not recycling what we can in our daily life. I think people should start using plastic container that they could reuse, so that every time you buy pizza you don’t need to throw out a card board box or the one from the Student Center Café. Also start using plastic container for drinks so when you want to drink water or a cold beverage you don’t need to buy a paper cup. If you buy a plastic container you can wash it and reuse it for