Gatorade has dominated the sports drink market through extensive research at its Gatorade Sports Science Institute (GSSI) to develop drinks that help athletes perform and recover. GSSI research has led to segmented product lines like Gatorade Natural, G Series for different activity phases, and G Series Pro for professionals. Gatorade also promotes heavily in professional sports through sponsorships and spokespeople to associate its brands with success.

1. Marketing Strategy

2.  Executive summary
 The early days of Gatorade
 Promotion activities
 GSSI: Gatorade Sports Science Institute
 Promoting in professional sports
 Segmenting the products
 Competitors of Gatorade
 Conclusion of the G success

3. Gatorade, which is one of the most well know sports drink brands
in the world and it has supported millions of athletes to strengthen
their performances for over 40 years.
One of the successful factors of Gatorade is GSSI, which is an
institute of Gatorade, which strives on researching the positive
factors that can help an athlete to keep and recover their
condition during an exercising period and practicing the
experiments in order to devise better sports drinks to consumers.
Consumers can get the convincing information of the sports drinks
and gain the other exercising knowledge by the website.
Gatorade has used different promotion strategies to attract the
consumers and never stop finding new ingredients which can
help their products to go on the right track.

4.  In 1965, the University of Florida football
team assistant coach considered about
some players were losing too much energy
and strength during
the summer season.

5.  Some players who were easy to exhaust in the
summertime is locking in fluids and
electrolytes.
 First Gatorade released after the research in
1965 .
 It helped the University of Florida football
team that had a successful outcome in 1966.

6.  GSSI- Gatorade Sports Science Institute
 Promoting in professional sports
 Segmenting the products

7. The purpose of GSSI
 Researching the
positive factors that
can help an athlete
to keep and recover
their condition
during an
exercising period.

8.  Practicing the experiments in order to devise
better sports drinks to consumers.
 Developed and updated the exercising
knowledge for 20 years.
 Provides detailed information on the website.

9.  The official sports drink of
almost all the
professional sports leagues .
 Includes the NBA, PGA,
MLB, and MLS
in the United States.

10.  Sponsoring the professional sports
competitions in order to promote their
products on the field.
 People can see their drinks and marks that
places in the ball parks when they set in the
stand or throughout media.

11.  Keeping seek the successful athletes to be the
brand representative.
 Realized that an outstanding athlete have an
effective impact on consumers’ mind.
 Consumers sometimes
purchase the icon rather than
the product.

12. Gatorade provides certain types of products
to target certain types of consumers.
GATORADE
The G
Natural
The G
Series
The G
Series Pro

13. The G Natural sports drink
 Contains all natural ingredients
 Prepared for the consumers who want to
enhance their condition by drinking natural
ingredients beverage while exercises

14. The G Series sports drink
 The BEFORE, which can help athletes to have
maximum energy before a competition.
 The DURING, which can quickly resupply the
needed energy to the athletes while exercises.
 The AFTER, which is a recovered drink for
people who after exercised. It can help athletes
to relieve the muscle and regain the energy.

15. The G Pro sports drink
 Special for the professional athletes who
have frequently completions or
performances.
 The G pro series can enhance the muscle
and supply the necessary nutrition to the
professional athletes.

16.  Manufactured by Coca-Cola Company.
 Constructed with several professional athletes for
representing their products.
 The zero calorie sports drinks PROWERADE ZERO
which has successfully attracted female consumers.

17.  Sponsored diverse sports in the United State, such
as BMX, Formula 1, and X-Games series.
 Provides mixed drinks which is the energy drink
blend with the other beverage, such as tea or coffee.
 Has over 20 tests of energy drinks.

18.  Gatorade has successfully dominated the
U.S. sports drinks market because it has a
great organization in researching better
nutrition for the people and using proper
promoting strategies to effect consumers’
decision. MAHALO~