Gatorade Vs Powerade : Consumer Preference in Australia

POWERADE GATORADE

Prateek DhariwalAarushi Rajpal Vritti MalhotraRadhika Khanna

GROUP – 1

Consumer Behavior - I

In Aussie Land

GATORADE 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   

Powerade is a sports drink manufactured and marketed by The Coca-Cola Company. Its primary competitor is Pepsi's Gatorade brands.

POWERADE

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! 

Video: Supermarket Manager’s view

On Powerade vs Gatorade

Mr. Khalid, Ezy Mart, Rhodes

Observational Research

TARGET SEGMENTPopulation of Australia : 24 million

People who consume Sports Drinks : 8% of the Population = 8% of 24 million = 1.92 million  

(Source: Roy Morgan Research)

Adrenaline Junkies Sports Enthusiasts

• 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

TARGET SEGMENT “Sports people are most likely to drink sports drinks”

Video: Subliminal Perception / Brand Loyalty 

Eg: Consumer chooses Powerade over Gatorade

Observational Research

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.

VARIABLES IDENTIFIED

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

Variables

QUESTIONNAIRE (30 participants)

SNAKE CHART

THE ONE SIP TASTE TEST

POD & POP

Points of Difference

Points of Parity

Points Of Difference & Points Of Parity

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

“ 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. ”

BRAND REPOSITIONING STATEMENT

RELAX REJUVENATE SUCCEED

#Go4Gatorade#Go4Gold

RELAX SUCCESS

PASSION

Cognitive MapTop of mind

Brand visibility

Supermarkets

Sports

Magazines

Events

Health&Fitness.com