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Research Paper (postgraduate) from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, University of Florida, language: English, abstract: TheGatoradeBrandisadominatingforceinthesportsdrinkindustry.Throughoutthepastfortyyears,thiscompanyhadcreatedasustainablecompetitiveadvantagebydevelopingtheirmarketingmixwhichincludeproductstrategy,pricingstrategy,promotionalmix,anddistributionstrategy.ThisbrandauditaimstoanalyzeGatorade'smarketingmix,andexaminehowitvarieswhenittargetsonmulticulturalconsumers.Orinotherwords,howitsmarketingstrategyvarieswhenitappliestoaninternationalmarket.ExecutiveSummaryGatoradeisanextremelypopularsportsdrinkbrandandhasoutstandingbrandawarenessandloyalty.Itmarketsitsuniqueproductsmainlytopre--adultgroupwhoagesfrom13to24.AswhatJohnSicher,theeditorofBeverageDigest,said,"thepre--adultyearsarethecuttingedgeofwherethosesportsdrinkbrandsarecompeting".Thisisatoughmarketforanycompanytocommunicatewith,sincetheyouthpeoplenowadaysprefertoavoidtraditionalmediaoutlets.Inordertoovercomethisobstacle,Gatoradetendstobenotonlyasportsdrinkdistributorbutalsoa"lifestylecompany",promotinganactiveandself--improvementlifestyle.Inordertoreachitstargetmarket,Gatoradeadoptsaverycompetitivemarketingmixtogetitsproductssold.Firstofall,Gatoradespendslotsofmoneyontheproductinnovationanddevelopment.Secondly,itslow--pricingstrategymakestheproductsmorewelcomedbytheconsumers.Thirdly,byusingitsparentcompany-PepsiCo'sdistributionsystem,Gatoradecangetitsproductssoldinthesupermarkets,liquorstores,departmentstores,andsoon.Besides,Gatorade'spromotionalmixwhichincludesadvertising,publicrelationplanning,salespromotionandsponsorship,andpersonalselling,alsocontributemuchtoitsdominating80%marketshareinthewholeindustry. [...]
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