Gatorade Pops

In: Business and Management

Submitted By rsa1226
Words 2522
Pages 11
Strategy and Positioning
Of
Gatorade Pops

MKT 421
October 20, 2014
Frederick Beiermeister

Overview of the Organization
The Gatorade Company, Inc. is a manufacturer of sports-themed beverage and food products, built around its signature line of sports drinks. Gatorade is currently manufactured by PepsiCo and distributed in over 80 countries. The beverage was first developed in 1965 by a team of researchers at University of Florida, to replenish the combination of water, carbohydrates, and electrolytes that the school's student-athletes lost in sweat during rigorous athletic competitions.
Originally produced and marketed by Stokely-Van Camp, the Gatorade brand was purchased by the Quaker Oats Company in 1983, which, in turn, was bought by PepsiCo in 2001. As of 2010, Gatorade is PepsiCo’s 4th-largest brand, on the basis of worldwide annual retail sales. It competes with Coca-Cola's Powerade and Vitaminwaterbrands worldwide, and with Lucozade Sport in the United Kingdom. Within the United States, Gatorade accounts for approximately 75 percent market share in the sports drink category. The Gatorade Company, Inc. manufactures and distributes nutritional sports drinks and products for athletes. It offers sports nutrition products, energy bars, and nutrition shakes. Its sports drinks are used as official drinks by various professional and amateur athletes, sports teams, leagues, and events around the world. It offers its products through specialty stores and online.
Gatorade Company History The story behind Gatorade starts in 1965 when the assistant coach of the University of Florida Gators compiled a team of the university’s physicians, Dr. Robert Cade, Dr. Dana Shires, and Dr. H. Hames Free and Dr. Alejandro de Quesada, to brainstorm a solution to the problem his players were having due to heat related illnesses . That coach inspired and set the physicians down…...

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