Gatorade Marketing Essay -- Advertising Sports Drink Beverage

Executive Summary: Gatorade was first formed in the 1960's in Florida. The doctors of the University of Florida noticed that their football players where severely dehydrated in turn the players lacked the performance of the field. After several tests the doctors came up with a carbohydrate-electrolyte beverage that kept the players hydrated since water was not doing the trick. After noticing dramatic success in their teams' record in football, players and coaches wanted Gatorade to be on their sidelines each and every game. After the success in college sports, the Gatorade Company was on the sidelines helping professional athletes such as Michael Jordan. Players from the NBA, NFL and even NASCAR have all chosen to drink Gatorade. Gatorade even took the worldwide stage by introducing the brand to China, Colombia, the Middle East, South Africa and another 75 more countries. Even after all this success and 35 years in business, Gatorade keeps their focus on pro-players, amateur athle tes, or anyone else. Strategic Focus and Plan Mission: The mission of Gatorade is to be the number one in sport drinks. They are trying to increase their distribution of the Gatorade bottle by reaching more channels of distribution, by doing this Gatorade is trying to make the base larger. Gatorade is very successful in achieving their goals of owning the majority of the market share, as they handle approximately 88% of the market shares. They are also trying to give the maximum profit and trust to their shareholders by increasing company's sales and profit. Goals: The first goal Gatorade is trying to achieve is to be the most dominant thirst quencher distributor in the market and eliminate any competition. To increase their means ... ...lass.panam.edu/mana6390/flashreports/FR5B.htm http://www.birnbaumassociates.com/implementing-strategy.htm">http://www.birnbaumassociates.com/implementing-strategy.htm http://www.quakeroats.com/qfb_News/PressRelease.cfm?ID=159">http://www.quakeroats.com/qfb_News/PressRelease.cfm?ID=159 http://proquest.umi.com/pqdweb?index=8&did=000000010430650&SrchMode=1&sid=6&Fmt=4&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1066862711&clientId=20368 http://www.kellogg.nwu.edu/faculty/sterntha/htm/module3/9.html http://www.canoe.ca/HealthExtremeCuisine/bevcomparison.html www.quakeroats.com The Quaker Oats Company 2003 Annual Report. The Quaker Oats Company 2002 Annual Report. The Quaker Oats Company 2001 Annual Report. The Quaker Oats Company 2000 Annual Report. The Quaker Oats Company 1999 Annual Report. The Quaker Oats Company 1998 Annual Report.