Consumer Behavior Project - focused on understanding why the majority of consumers preferred Powerade over Gatorade, thereby recommending the repositioning strategy for Gatorade in Australia.Additionally, a one sip test was conducted using the Lime flavored - Powerade & Gatorade and the results obtained were astonishing!

1. Prateek Dhariwal
Aarushi Rajpal
Vritti Malhotra
Radhika Khanna
In Aussie Land

2.  Gatorade is an American brand of sports-themed
beverage and food products, built around its
signature line of sports drinks. It is owned by
PepsiCo and is available in over 80 countries.
 Within the United States, Gatorade accounts for
approximately 75% market share in the sports
drink category.
 It is scientifically formulated to replace fluids and
provide energy to working muscles. It offers a blend
of carbohydrates and key electrolytes

3.  Powerade is a sports drink manufactured and
marketed by The Coca-Cola Company. Its primary
competitor is Pepsi's Gatorade brands.
 Within the United States, Powerade
accounts for approximately 29% market
share in the sports drink category
 As of 2016, 58% of those who drink sports
drinks in Australia, drink Powerade!

5. Population of Australia : 24 million
People who consume Sports Drinks : 8% of the Population
= 8% of 24 million
= 1.92 million
(Source: Roy Morgan Research)
• Youngsters in Australia aged less than 25 years
(14%) are more likely to consume than any
other age group.
• Twice as many men (10%) as women (5%)
drink these beverages.
Target Segment Needs:
Physiological, Social, Self-Esteem & Self-Actualization

7. Video:
Subliminal Perception / Brand Loyalty
A runner enters a supermarket and chooses Powerade over
Gatorade in the fridge. Both Powerade & Gatorade of the same
flavour (Lime & Lemon) were kept adjacent to each other.

8. Intention to
Purchase Sports
Drink
Price
Packaging
Brand Loyalty
Calorie Content
Energy
Replenishment
Peer Pressure
Taste
Social Self
Concept
Intention to Purchase Sports Drink = βo + β1 x P + β2 x BL + β3 x CC + β4 x ER + β5 x PP + β6x T + β7 x SS + β8 x P

9. (30 participants)

12. Points of
Difference
Points of
Parity

13. GATORADE POINTS OF PARITY POWERADE
Contains Sucrose Sports Energy Drinks Contains High Fructose
corn syrup
Associated with Cricket
Australia & AFL
Same – Sugar, Carbs, Vitamin,
Minerals & Electrolyte Content
Associated with NRL &
Australia’s Official
Olympics’ drink
Second to Powerade in
terms of Market Share (25%
behind)
Energy Replenishment Market leader in Australia
33% of people drinking
sports drinks prefer
Same Price
( 600 ml of each costs AUD 4)
58% of people drinking
sports drinks prefer
Sodium Content – 450 mg/l Similar taste & flavours Sodium Content – 225
mg/l

14. “ For sports enthusiasts who want to be successful,
Gatorade provides a sports drink which replenishes
energy as well as enhances performance by being just
the drink one needs to be athletic. ”
REJUVENATE

16. Top of
mind
Brand
visibility
Supermarkets
Sports
Magazines
Events