The new strategy for Gatorade

Nowadays, even if Gatorade win a huge market share in sport drink market, they have to identify the new strategy in future because of threat from new competitors such as Bodyarmor which is acquired by Coca-cola. Therefore, there are some strategies suggestion in their future development.

1. Redefine Hydration Leadership

The master brand, Gatorade, needed to be re-positioned back to its foundation in hydration. To reclaim its leadership of the hydration space, it needed to move beyond “thirst quenching” to “performance hydration.” As part of its bid to reclaim leadership in hydration among competitive athletes, Gatorade launched G-Series – Prime, Perform, and Recover. This transformed the brand from a generic all-athletic-occasion drink that came in different flavors to a packaged solution covering specific athletic occasions with tailored nutrition ingredients, thus opening the doors to the sports fuel market.

2.Elevate the Brand from Hydration to Sports Fuel

Anchored on the occasion-specific benefits desired by athletes, the brand was poised to elevate itself beyond the $6BN sports hydration category and into the $72BN sports fuel space; moving from “science and soul of hydration” to “fuel to help athletes win from within”. This was actualized through creating a line up of products targeting both the hydration and nutrition needs surrounding intensive athletic occasions, across the moments before, during, and after these occasions

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