Gatorade is an American company which sells beverages and food items related to sports. It was introduced in 1965 by a group of researchers led by Dr. Robert Cade. Currently, PepsiCo owns Gatorade Company, Inc. and, its products are available in more than 80 countries. This company introduces sports-themed products to enhance muscle power, boost brain level, improve performance, and fight exhaustion. The marketing mix of Gatorade is the operational part of a marketing plan. The 4Ps in the marketing mix of Gatorade are:
Gatorade is one of the most established companies which provides a wide variety of products. Initially, it was selling both liquid and powdered drinks in mainly two flavors, i.e., lemon-lime and orange. Later, it introduced multiple delicious flavors. Gatorade product range includes energy and sports drinks, nutrition bars, thirst quenchers, protein shakes, low-calorie drinks, flavored gums, etc.
Gatorade introduced these products to refill different compounds like water, electrolytes, and carbohydrates which a body loses while sweating. It started selling low-calorie drink G2 in 2007 in various flavors including Tropical blend, Fruit Punch, Orange, Glacier Freeze, Raspberry Melon, Grape, Blueberry-Pomegranate, etc. The company has also launched G series which includes pre and post-workout snacks.
In the beginning, Gatorade used high prices for its products. But it adopted competitive pricing policies to retain its position when its competitors entered into this market. The cost of every product gets determined by taking into consideration various factors like cost of labor, production, raw materials, packaging, transport, competitors’ products, etc.
The main point is the analysis of the consumer market and whether they are willing to pay that amount for that particular product. The cost of the items varies according to their types. Gatorade shows understanding that high rates lead to fewer sales and revenue. The company makes use of sales promotions to increase the profits.
Gatorade has a worldwide presence and, the central market for the energy drinks are the countries like Canada, Australia, UK, US. In the US, Gatorade has an almost 3/4th share in the category of sports drinks. Its products are readily available in supermarkets, malls, grocery shops, stores, canteens, petrol pumps, vending machines, etc.
The company uses various channels for the distribution of the products. Some outlets like the GNC provides the goods of Gatorade for the easy access to everybody. It also delivers products through flights, trucks, vans, etc. to various sports and educational organizations.
Gatorade uses online and offline mediums for the marketing to remain in the mind of consumers. It uses TV and websites like NBA.com to run advertisements for the products. Many prominent players including Mia Hamm, Tiger Woods, Derek Jeter, Sidney Crosby, Serena Williams have promoted this brand. The company also hosts various awards given to high school players who top in their corresponding sports. It was also a chief sponsor of NHL, MLB, USA Basketball, US Soccer Foundation, Major League Soccer, Association of Volleyball Professionals, NASCAR, WNBA, Indian Super League, and NFL.