Gatorade Case

Abstract

The paper is about a sports beverage that has become a global giant in the sense of the word. Gatorade has grown tremendously since its arrival on the market in 1965. (Nelson, 2007) There is very little competition for this beverage, but there is competition. All of the essentials that go with the marketing and branding of this brand will be discussed.

Gatorade

Introduction

The products with a brand name have gained importance overtime. This brand name could be the deciding factor of if the consumer is going to render the services or purchase the product. Brands today are huge business. In today's market the brand plays a vital role.

The brand in today's market

A company, person, place, product, or religion all could be associated with a brand name. Corporations have built themselves using their reputation of their brand. The product or service of a brand can differ how they are different from their competitors. (Kolter, Philip & Keller, Kevin, 2012) As it has been demonstrated for the last four weeks in today marketplace brand has everything to do with the consumer purchasing it even if the competition is better than the brand it is competing against. As with brands you have catchy catch phrases such as; "Be original", and "Cut it clean with Mr. Clean" and the list could go on. These types of brands bring forth a quality guarantee sort of like a quality of making people feel like they belong.

In the marketplace of the world today Gatorade means is that it is the supreme sports drink. For example, when someone goes out to play sports or do any physical activities the need to have the "Thirst Quencher" there to replenish the fluids that were lost during the activity. There are numerous administrations or sports clubs that are associated with the beverage of Gatorade. The line of Gatorade was invented for the activities of sports.

The brand's evolution

When the thought of branding comes to mind and what it has evolved from the thought of a cowboy branding a cattle with an iron comes to mind. This shown all of the other ranches whom owned what cattle sort of like a stamp. Further into the future they burning of these stamps were done on wooden cases that showed the source of where it came from and the quality of the product. Now in the nineteen fifties, the product or the service being offered had to be their own brand. (Linstorm, 2005) Then in the sixties and seventies, the product began a passionate affection transformation that was involved in the product. (Linstorm, 2005) This brings the product into the eighties, and the company that was the brand ended up being the brand. (Linstorm, 2005) Thus in the nineties, the transformation of Gatorade began to become stronger and iconic in the market. (Linstorm, 2005)

Gatorade evolution has transpired into a whole new series known now as the G-series. Then the company had to rethink what the bottles were going to look like since the product that was going to in them was also new. As with all other beverages the look of the bottle of course had to are slimmer, it made it easier to fit into cup holders in cars, and it had to have a sort of contemporary look to it also. Therefore the label to have to be transformed, and then this lead into G- series later progression into the different flavors of the G-series pro. Research was then conducted to find a way to market this new brand of Gatorade on the sidelines of some of the professional sporting events. Some interesting facts from Gatorade that were involved in this research were: "thirty eight thousand nine hundred sixty three files, forty eight press checks, five thousand three hundred eighty nine phone calls", (Kassidy, 2006).

The brand's target market: today and yesterday

Gatorade has tried to reestablish their brand in the social circumference of the teens of today. The brand now had to be cooler, hip, and even more contemporary than ever before to be down with the younger generation of teen athletes. Gatorade as