gatorade.

GATORADE

Group – A 13 Madhur Banka 7 Sarika Kharche 29 Mrinalini Kulkarni 31 Akhilesh Shenoy 50 Jahnavi Shetty 52

Industry Overview

• Gatorade is a Pepsi co. Brand launched in India in 2004

• The sports drinks market is targeted mainly at young consumers with buying power. Currently the sports drink market is targeted not only at athletes but also towards health-conscious general consumers and the largest growing segment of the sports drink market is for non-athletes.

• New growth will likely be driven by reaching new demographic groups; the introduction of new brands, brand and flavour extensions; and an increased focus on exercise in health and well being.

OBJECTIVE “What is it that makes Gatorade a preferred choice over the cheaper substitutes ?”

• To understand the positive qualities of Gatorade according to the customers, for positioning Gatorade in a better way

• To understand the shortcomings and improve upon them

• To use the results for making advertisements which would encourage a purchase/trial

Market Segmentation

• Target audience : Gym goers, athletes• Age Group : 16 yrs – 35 yrs.• Areas visited : Gyms in Goregaon, Thane, Tardeo,

Matunga

1. What do you prefer having after a tiring work out?

Majority(59%) preferred fruits/fruit juices25% chose energy drinks

8% opted for energy bars and protein shakes both

2. Name any 3 energy drinks that come to your mind

Red Bull and Gatorade had the highest brand recall valueFollowed by Glucon D and Cloud 9

3. What qualities do you look for in an energy drink?

44% felt that an energy boost is the most essential in an energy drink31% gave taste and flavour more importance

Comparatively a lesser number 12% and 13% gave importance to brand and health benefits respectively

4. In what form would you prefer consumption of energy drinks?

Maximum (92%) number of respondents preferred a ready bottled drink over a powdered form.

5. In what form would you prefer an energy drink?

76% of our respondents preferred having the energy drink in a 500ml bottleWhile 16% opted for tetra packs

6. Which flavour do you prefer in energy drinks?

44% of our respondents opted for Orange flavour38% for lemon and 12% for mango

Some (6%) chose to have a flavour less energy drink

7. Have you ever tried Gatorade? If yes, Do you like it?

All our respondents were the ones who have had gatorade at least once.

Out of these, 72% said that they liked it.

8. How often do you have Gatorade?

38% of them said that they had tried it only once30% had it occasionally

30% had it on a rare basisVery few (2%) had it daily

9. Do you feel Gatorade lives up to its promise of providing energy?

(Rate it on a scale of 1-5, 1 being least fulfilling and 5 being the most fulfilling)

Only 2% considered that gatorade lived up to its promise of providing energy.

10. How did you come to know about Gatorade?

30% was aware of Gatorade because of its association with sports events32% heard about it from other people

22% said they watched TV commercials16% say they saw it in shops

11. Where would you buy Gatorade from?

68% percent said that they would go to a supermarket22% would go to a kiraana shop

12. What is your opinion about the price of Gatorade?

46% considered that it was overpriced26% said that the price was ok if you were buying it once in a while

22% thought that the buy was a value for their money

13. Whom do you associate Gatorade with?

70% of our respondents associated the drink with a sportsperson

14. Do you feel there are any short comings in Gatorade? What are they?

Respondents observed the following as shortcomings in Gatorade

•Availability : not easily available

•Price : cost is too much for a 200ml bottle

•Taste : Not sweet enough, tastes like chemicals

•Effect : not long lasting

•Flavours : only 3. Not much option. Existing flavours not good.

•Marketing : Not marketed well in India. People not aware about its ingredients and benefits.

15. Making comparisons with Glucon – D how does one score over the other?

GLUCON D GATORADE

•Affordable•Trusted, established brand•Doctors advise•Sweet and tasty•Availability•Instant effect•Wide use

•Bad packaging•Synthetic feel•Powder•Only Glucose•Not many flavours•Gets spoilt fast

•Essential salts•Better formula•Mineral replacement•Pepsi Co.•Ready to drink•Colourful, attractive

•Costly•Taste is bad•Not many flavours•Chemicals•Not good if consumed daily•Does not provide long lasting energy

Recommendations• Make the flavors stronger as customers give more importance

to flavor and dislike the mild taste and synthetic taste of Gatorade

• Gatorade should work on availability and distribution

• The market penetration of the TV commercials is very less therefore, should have more TV commercials focusing on the benefits of Gatorade

• Gatorade has high brand recall, it should tap into that

• Gatorade should focus on its thirst quencher quality