Existing Brand Knowledge • Gatorade was well-regarded as the original sports performance enhancer at the start of its “G Series” product expansion. • Gatorade was formulated at the University of Florida in 1965, and carries strong ties with the research departments & athletic teams.• Regarded in the business world as an phenomenal innovation in the beverages industry, having successfully created originated and lead the sports drink industry. • Gatorade was formulated at the University of Florida in 1965, and carries strong ties with the research departments & athletic teams.
&• Coca-Cola, which had been on sale at UF for at least 40 years and had been the only line of soft drinks available until Quaker Oats, the owner of Gatorade, was bought by Pepsi.• The University of Florida signed an exclusive 10-year agreement with Pepsi Bottling Group in 2005, causing Coke to disappear from drink machines on campus and other university- afﬁliated facilities after August 15, 2005, and was replaced with Pepsi products.• Students, faculty, sports fans and Shands visitors are able to buy only Pepsi products, including Sierra Mist, Lipton Iced Tea and Starbucks Frappuccino in dormitory cafeterias, university-afﬁliated hospitals, ball games and vending machines. The contract extends to all of Shands properties, the University Athletic Association and P.K. Yonge Developmental Research School.
& Pepsi Deal Includes: • 350 Cases of Soft Drinks • Ed Poppell, UF’s Vice President of Administration • 250 cases of soft drinks to the University Athletic Finance, attributes Gatorade’s strong associations Association with the University of Florida as the leading • $1,000 Minimum In Pepsi merchandise to the UAA. motivator of Pepsi’s aggressive efforts to secure the • 250 hats to the UAA Gatorade distribution contract. • 100 Polo Shirts to the UAA. • 150 Shorts Designed For The Florida Relays To The • The deal was expected to bring more UAA. than $27 million to the university. • 400 Cases of Soft Drinks To Shands• The agreement gives Pepsi the right to market itself as "The ofﬁcial soft drink of the University of Florida," put up advertising signs in Ben Hill Grifﬁn Stadium and the OConnell Center and exclusively sell its products in the more than 400 vending machines on campus. "Weve had a rich history and partnership with Coke, and I cant say enough good things about the company. . . . But this was a business deal that UF made." -Ed Poppell, Vice President for Administrative Affairs- University of Florida
Gatorade Licensing • After its creation at the University of Florida in 1965, Gatorade went on to become one of the leading market share holders in the sports drink industry. • With almost 90 percent of the market dominated by Gatorade, competitors like Coke and Pepsi tried to take back part of the market with competing products like Powerade, but failed in taking back signiﬁcance in the market."Weve had a rich history and partnership with Coke, and I cant say enough good things about the company. . . . But this was a business deal that UF made." -Ed Poppell, Vice President for Administrative Affairs- University of Florida
Gatorade & “Big Beverage”• Gatorade’s success as the world’s leading spots drink seller lead its competitors of major soft drinks to look at different agreements to work with Gatorade, mutually selling its own soft drinks and Gatorade.• Coca-Cola was successful in contracting a deal with UF in the 60s, becoming the sole soft drink sold on campus and other University Associations and selling Gatorade separately. The deal proved mutually beneﬁcial for both companies but excluded Coke from selling their leading sports drink Powerade.
Application of the G Series• Gatorade’s partnership with schools extends beyond the University of Florida • The G Series’ mobile locker room travels to different high schools • The G Series’ Innovative Ad Campaign: Mobile Locker Room• The brand extended to include the G Series Fit, which continued to center on athlete endorsements • “Each product in the series was inspired by ﬁtness athletes and designed by Gatorade.”• The G Series refocused the product on the core athletic consumer, using secondary brand associations• These associations add speciﬁcally to the awareness and credibility of the Gatorade brand.
Key Factors To Gatorade’s Sales & Popularity Growth• Gatorade used catchy and memorable television & print advertisements as channels for their celebrity endorsements & associations. • Emphasizing & successfully branding the importance of recovery & rehydration in athletes.
Strategic Athlete Endorsement Selection• Brand managers have also been successful in regards to the select partnerships with athletes that have represented Gatorade• Integration of diverse sport categories and the use of successful athletes from each category have helped to produce the concept of Gatorade’s universal efﬁcacy and functional beneﬁt to consumers, no matter what sport activities they participate in.
Gatorade’s Media Mix• Gatorade utilizes multiple media outlets and engaging online content• Partnerships are complemented via afﬁliations with NBA, NFL, National Football League, National Hockey League, Women’s NBA, MLS Pro Soccer, and AVP Pro Volleyball• Audiences are free to explore proﬁles of the athletes featured throughout any Gatorade campaigns and learn about their professional successes via main Gatorade site• This supports the brand’s positioning and product values• And moreover enhances the like-ability, meaningfulness, and favorable ties audiences can identify and connect with
Famous faces that have endorsed the brand include… • Dwight Howard • Serena Williams • Vince Carter • Dwyane Wade • Mia Hamm • Misty May-Treanor • Eli Manning • Derek Jeter. • Peyton Manning • Ryan Lochte
Works Cited "Gatorade range is extended for workout market." Grocer 3 Dec. 2011: 24. General OneFile. Web. 9 Nov. 2012. http://go.galegroup.com.lp.hscl.uﬂ.edu/ps/i.do?id=GALE %7CA276137400&v=2.1&u=gain40375&it=r&p=ITOF&sw=wWeb & Multimedia Sources Steven, R. S. (2000, Dec 11). Gatorade extended quakers longevity. Crains Chicago Business, 23, 4-4.• http://adage.com/article/news/ Retrieved from http://search.proquest.com/docview/198388038?accountid=10920 gatorade-launches-g-series-ﬁt- "MARKETING REVOLUTION: How Gatorade is leading PepsiCo." Marketing Week 10 Mar. 2011: 19. dedicated-ad-blitz/227315/ General OneFile. Web. 9 Nov. 2012. http://go.galegroup.com.lp.hscl.uﬂ.edu/ps/i.do?id=GALE %7CA264410137&v=2.1&u=gain40375&it=r&p=ITOF&sw=w• http://www.gatorade.com/ default.aspx#mobilelockerroom ?s=inside-mlr&es=inside-the- locker-room UF, shands HealthCare, UAA sign agreement with Pepsi bottling group. (2005, May 18). Business Wire. Retrieved from http://search.proquest.com/docview/445424954?accountid=10920• http://www.pepsico.com/ Download/GSeries_FIT-no- "MARKETING REVOLUTION: How Gatorade is leading PepsiCo." Marketing Week 10 Mar. 2011: 19. pricing_5.26.11_v1.pdf General OneFile. Web. 9 Nov. 2012. http://go.galegroup.com.lp.hscl.uﬂ.edu/ps/i.do?id=GALE %7CA264410137&v=2.1&u=gain40375&it=r&p=ITOF&sw=w
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