Gatorade: the leader of sport drink

The global sports beverage market is expected to reach 28.05 billion in 2018, with a compound annual growth rate of 8.6% expected during the forecast period. Sports drink refers to a product that helps athletes replenish electrolytes with water instead of water before and after exercise. They are born for sports and help athletes improve their athletic performance. Gatorade is well known as a sports brand under Pepsi Company, and Gatorade has been a leader in sports drinks for more than 10 years worldwide.

With more than a decade of international marketing and the popularity of sports drinks, Gatorade has achieved great success in the global sports beverage market, with Gatorade's market share of 77% in the US sports beverage market. In the Asian market, Gatorade also has a market share of nearly 70%. on the other hand, the second biggest player is Powerade which only occupied around 18% market share in world-wide. Therefore, Gatorade owns such tremendous advantage such as distribution and market share.

Gatorade, however, is facing threat from different market. In north American where sport drink are the most popular, Gatorade is challenged by a new strong player, Bodyarmor, which acquired by coca-cola in 2017 and expanding their market share with helping of distribution of coca-cola.

In additional, Gatorade also is facing the challenge from the local company in Asia market. For example, the biggest local company in China, Wahaha, also launched new sports drink which named' Maidong' to compete with Gatorade ins sport drinks area.

-lingyu hu-

Commentaires

Posts les plus consultés de ce blog

Marketing strategy of Monster Energy

https://www.monsterenergy.com Among energy drinks, Monster Energy achieved a breakthrough in France due to a particularly intelligent marketing strategy in which motor sport and motorcycle enthusiasts occupy an important place. Monster Energy has unusual marketing and positioning compared with other energy drink company such like they would not pay too much on media or advertisement platforms for the marketing but through action sports, music, e-sports and game as well as the be seen everywhere Monster girls. Monster Energy was created in 2002, and the brand arrived in 2008 in Europe and until in March 2009 started to enter the French market. According to Stéphane Munnier, head of the French market, he said that the consumer public are the fans of this energy drink, they will wear our colours on by-products. He adds that, until now, they have ranked second in the French market for energy drinks with a market share of 18%. Coca-Cola is responsible for the ...

Perceptual map revealing concentrations and opportunities in the market

It is interesting to build a perceptual map in order to position the brands and allow the consumers and marketers to understand the market composition. As defined above, we decided to create the map according to the brand position either as an Energy drink or a Performance drink and either they target sport or healthy position. This axis takes under consideration various factors: sponsorship; communication; website content; distribution points; target. Being clearer, the more the brands get close to the top of the axis, Sport oriented, means that they are deeply promoting drinks towards performance sports and athletes whereas Healthy oriented where brands tend to promote healthy way of life towards a more common target (not only athletes). Also, we added a third dimension, the brand size in term of market shares and brand recognition. This dimension allows to analyse how complex is the market sides for the close competitors and for the new entrants if some wants to p...

The handshake between BodyArmor and Coca-Cola - A new move of giant Coke to battle PepsiCo

It seems that the war between Coke and Pepsi in every single area is going to last forever! COCA-COLA AND BODY ARMOR'S HANDSHAKING (thecoca-colacompany.com) The Coca-Cola Company, in August, 14th, 2018, has announced its acquisition of a minority stake toward BodyAmor, a sport drink brand which is backed up by basketball superstar Kobe Bryant. This acquisition let Coca-Cola be the second biggest investor of BodyAmor and also gives BodyAmor access to the distribution network of Coca-Cola. This movement of Coke is considered the huge step to challenge PepsiCo in competitive sport drink market. Looking back at the sport beverage industry big picture in recent years, Pepsi is sustainably holding its market leader position with more than 70% market share, followed by Coke in the 2nd place with around 20% and BodyArmor in the 3rd place. BodyArmor is just a newborn baby, compared to 2 big old giants Coke and Pepsi. It was founded in 2011 by Mike Repole, who is...

Raise your Can

Rechercher dans ce blog