Managing Successful Products Services and Brands

Managing Successful Products, Services, and Brands

Marketing 3331

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IN MARKETING NEW S TODAY

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Gatorade: Bringing Science to Sweat

? Created in 1965 ? Rehydration beverage ? Coined by an opposing

team coach losing to the Florida Gators in the Orange Bowl

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Gatorade: Bringing Science to Sw eat

? More flavors were added ? Multiple packet sizes were offered

using different containers ? Distribution expanded to convenience

stores, supermarkets and mass m erc hand isers ? Consistent advertising and promotion ? Link to athletic performance benefits ? Athletic competition sponsors (NBA, NFL, NCAA, NHL, NASCAR, MLB etc.) ? Entered a global market

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Gatorade: Bringing Science to Sw eat

? PepsiCo acquired the brand in 2001 ? Gatorade Xtremo ? Latin Market in 2002 ? Gatorade X-Factor in 2003 ? Gatorade Endurance ? Serious runners, construction workers,

people involved in long workouts and sweat a lot ? Gatorade Rain ? lighter tasting version in 2006 ? Gatorade AM ? no caffeine alternative for the morning workout consumer ? G2 ? low calorie Gatorade in 2008

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Gatorade: Bringing Science to Sw eat

"Whether you're in it for the win, for the thrill or for better health, if your body is moving Gatorade sees you as an athlete and we're inviting you to the brand."

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How stages of the product life cycle relate to a firm's marketing objectives and marketing mix

actions

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Stages of the product life cycle and its total industry sales and total industry profit

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