They can be students, just starting their career, or … The target market will not hesitate to pay any amount for the product looking at its features and only fit product in the market after government regulations and enhanced awareness. The distribution channel of the drinks is prevalent over eighty countries andthe market for the energizing drink includes countries like Canada, United Kingdom, USA and Australia. The true innovation here is that Gatorade manages to speak to its target demographic — men between the ages of 18-34 — by refusing to invest in platforms and designs that aren’t going to engage with them. Their market in India is not that much flourishing like other countries around the world but they have the potential and with a strong parent company like PepsiCO being in its back, they won’t give up on Indian market soon. After dividing the large diversified customer market into smaller groups with homogeneous characteristics, Gatorade should wisely choose the target segment/segments whose needs and expectations match the company’s resources and capabilities. Evaluation of the Target Market: When considering what type of consumer would be included in Gatorade’s target market there are many different profiles to consider- demographic, geographic, and psychographic. According to an article by Forbes , “Gatorade commands 46% of the worldwide sports drink market”. 1.Gatorade’s primary target market (PTM) are the youth leading an “active” lifestyle Demographics (pre-adults (13-24), M/F, social class ABC, single) Lifestyle (athletic, into sports, active individuals) Behavior (8 fl oz., before, during or after activity, thirst quenching, prevent dehydration) Quaker bought Stokley-Van Camp, the company which launched Gatorade in 1983, for $240m (153m) when sales were under $100m (64m) a year. We also provide options to trustworthy customers to have the product on credit which will increase Gatorade’s customer retention value. It depends on the status and category of hotels. Its primary competitor is PepsiCo's Gatorade brands. Perceptions like these could point to the existence of customer subcultures in the beverage industry that rate products according to their own perceptions of themselves, not on product benefits. Powerade - Powerade Target Market Powerade is a sports drink manufactured and marketed by The Coca-Cola Company. Gatorade sports drinks are easily available in all the main super markets and malls. Audience: Gatorade will be reaching out to men and women, ages 12 and up, in all countries and territories. In the U.S. alone, the sales volume of sports drinks amounted to 999.7 million 192-oz. How to be charismatic – backed by science; Sept. 22, 2020. P epsiCo's ( PEP) Gatorade, a sports drink brand targeted at young students and teenagers, has seen a decline its market share by one percentage point … Gatorade Targets Younger Fans In Bid to Best Sports-Drink Rivals By Rekha Balu Staff Reporter of The Wall Street Journal Jan. 28, 1998 12:01 am ET Gatorade is targeted to athletes, who need to replenish the electrolytes and hydrate themselves after a workout or game and hence it is targeting people with interest in sports (Flaherty, et al., 2016). Beverage Digest estimated BodyArmor currently has a 2% market share of the sports drink category, well off the 75% held by Gatorade and 15% or so … The geographic target is probably irrelevant, as Gatorade is an international product. Conclusion: _____ Gatorade, produced as a lab product, has rapidly won over the market of sports and energy drink. If any beverage category loves its stars, it’s sports drinks. For the purposes of this research, these two segments were combined in order to provide us with a larger segment of the population that we could market to. cases in that year, capturing a market share of 32.2 percent of the non-carbonated soft drink market. It is important to specify that PepsiCo portfolio comprises 22 brands including Pepsi-Cola, Lay’s, Mountain Dew, Gatorade, Tropicana and others, and the Table 2 above specifies PepsiCo target customer segment in general by focusing on the common characteristics of positioning of brands within PepsiCo portfolio. Their attitudes can vary a little, but most of them are competitive, … The demographics of the audience are crucial because we need to make sure that we tend to all languages, cultures, etc. It is obvious that luxury hotels host people who have high income and like elegant life, instead, we see that low-cost hotels have customers who can not afford a lot and are satisfied with the accommodation as it is. The market doesn’t lie, and analysts should be bold. When we first introduced the idea for T-mobile’s Uncarrier strategy; it was met with some apprehension, just as when we first talked about nutrition to Gatorade. The article also covers top Gatorade competitors and includes Gatorade target market, segmentation, positioning & Unique Selling Proposition (USP). A quick peek at the market share after the first quarter of 2020 shows Gatorade (owned by PepsiCo) holding 72% of the sports drink market, while … In other words, Athletes would perceive Gatorade to be of higher quality and be able to offer better performance because of athletes' pyschographic and psychological attachments to the drink. PepsiCo segmentation, targeting and positioning. The demographic change of behavior toward fitness among consumers in an older age is expected to fuel the growth of sports drinks, which is expected to be one of the leading factors in the growth of the market. 81% of the 43 active people age 50 … In USA, Gatorade holds at least three-fourth share in the category of sports drinks. Non-athletes, on the other hand, would be less likely to highly rate the performance abilities of Gatorade and would be m… Coke's Powerade falls in a distant second, with a 16.1% share. In 2010, Gatorade broadened their definition of a sport to grow their target market by including surfers, acrobats, etc (Zmuda, 2010). SWOT analysis of Gatorade analyses the brand/company with its strengths, weaknesses, opportunities & threats. They grew up idolizing many different sports athletes and teams, which still have an influence. Gatorade dominates the U.S. sports drink category, holding a 72.1% market share of retail sales, according to Euromonitor. Product line geared toward "fitness" athletes is brand's latest sprint toward broadening its scope beyond sports drinks into sports nutrition and innovation. The Primary Target Market of Gatorade is: Young Adults aged 18 – 25, social class ABC, single They can be students, just starting their career, or well- established, regardless of status the majority of them believe they are athletic. 1. “Increasing Number of Population Inclined Towards Physical Fitness is Propelling the Sports Drink Market Growth.” The growing inclination of the millennial population towards physical and fitness-related activities, rising buying power, and willingness to pay for healthier alternatives are some of the major factors accelerating the sports drink market share. For instance, according to a study from sports and nutrition company MyProtein, Americans spending was more on fitness than any other activity in Janua… Gatorade, which is manufactured by PepsiCo , is the market leader in the sports drinks market.Its closest rival is Coca-Cola’s Powerade. Gatorade should reject idea to change target audience to active persons over 50 years of age. Kenny Mitchell, Gatorade’s senior director of consumer engagement, oversees the brand’s integrated marketing efforts, including advertising, branded content, digital, social media and public relations. Blog. This statistic alone is enough for Gatorade to keep its current target audience which has awarded it 80% of the US sports drink market. Sept. 24, 2020. Target Market: The consumers that we are trying to target with our vitamin water product are people that are trying to become more healthy with their lifestyle and choices of nutrition. The target audience is basically demographics plus income plus geography plus buying power.Most importantly, the target audience is those whom the company would like to have as customers — they’re in the right area, they have the right needs, they’re the right type of person and they’re in the market for that product. For the demographic profile Gatorade would target someone, either male or female, who is between the ages of 18 up to 38. Target: Based on consumer research, Gatorade’s target market consists of males aged 25-34, with a secondary target of males 18-24. Back to school tools to make transitioning to the new year totally seamless Main competitors are Coca-Cola’s Powerade and Pepsi’s All Sport – each launched to capitalise on Gatorade’s success in building the sports-drink market. Demographic The demographics of the Gatorade target market are active males, aged 18 to 25. The target market for hotels can match any kind of personality. 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