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The Market Achievements History the Product bum'. Gatorade is hot filled in PET bottles, with a distinctive orange cooler bins and green cups can wide mouth to allow gulping. Gatorade is also be seen on the sidelines of the world's top sports formulated with a light sweetness and flavour profile teams and competitions. to accommodate taste preference changes that In Australia many top sporting teams and occur with exercise. competitions have adopted Gatorade as their official sports drink including the Australian Cricket Team, RECENT DEVELOPMENTS National Rugby League including State of Origin In October 1999 Gatorade successfully launched teams, Australian Rugby Union and many of the its new sub-line, Gatorade Frost It was positioned top V8 racing car ch·ivers, as well as many of the to "really cool you down" in hot and sweaty nation's leading triathletes and endurance rwmers. occasions by offering consumers a light and refreshing blend of fruit flavours. The Frost promise occasions around the home when people are BRAND VALUES of cooling was the central idea behind the marketing susceptible to dehydration and Gatorade identified When Gatorade was first developed in the 1960s at campaign "Captivated", which aired in Summer 1999/ this and developed a larger pack to target this The University of Florida, the researchers relied 2000. "Captivated" was highly successful in consun1er occasion. The 1.5 litre pack represents upon the latest discoveries in medical science to introducing Frost to consumers and communicating true packaging innovation in the sp01is chink market guide the formulation of this unique beverage. This THE MARKET rapidly replace body fluids and help its cooling ability in a humorous and unique way. providing grocery buyers with a value for money c01runitment to scientific research has continued to In its broadest sense, Gatorade prevent the severe dehydration caused The spot also ensured that Frost is clearly take-home pack. be a hallmark of Gatorade. Gatorade scientists are competes in the beverage market. by hot weather and physical exetiion. differentiated from current ,...------ --- - - --- -, In 2000, Gatorade also constantly looking for new ways to make Gatorade However the functionality and Under the direction of Dr Robert Cade, sports drinks and the core brought additional news to the an even more effective fluid, energy and electrolyte performance benefits of the product the group began testing a fonnula on Gatorade brand. brand though the roll-out of replacement beverage. narrow this field to what the company I 0 members ofthe University ofFlorida Following on from the new pack graphics across the This ongoing research is often conducted in refers to as the 'Active Thirst Market', football team whose members were success of Frost, Gatorade entire Gatorade range. The new co-operation with some of the top sports scientists the domain ofGatorade. experiencing significant fluid loss during Fierce was introduced to the look features the new Gatorade in the world to make certain that the Gatorade It has been estimated that practice and games. market in October 2000. Fierce, logo together with revised pack formula remains optimal. In Australia, Gatorade approximately one in seven or 15 The drink's formulation of a new line extension offered graphics which have assisted works closely with the counhy's leading sports per cent of beverages are bought to carbohydrates and electrolytes was consumers bolder colours and in driving brand modernity, doctors and dietitians and is a founding sponsor quench an 'active thirst'. That is, a thirst based on the latest scientific research more intense flavours than intensity and appeal. The label of SDA, the Sports Dietitians Australia group. resulting from exercise, physical hard and the supposition that 'Gator' traditional Gatorade. Fierce graphics give a sense of speed Together with SDA, Gatorade Australia bas been labour, sports, etc. Gatorade has been athletes could benefit by replacing the appeals to consumers who and energy and have proven instrumental in developing guidelines for fluid scientifically fommlated to quench an fluid, energy and electrolytes lost during want a sweeter flavour offering, to heighten the on shelf brand replacement in sp01i, for coaches and athletes alike. active thirst better than any other beverage due to founded the Gatorade Sports Science Institute exercise. This test beverage became known as while still providing the same impact for Gatorade. Expertise in sports nutrition is one of the unique the physiological changes that occur in the body (GSSI), a research entity dedicated to enhancing "Gatorade". scientifically proven Gatorade and distinguishing attributes of the Gatorade following exercise. Once the human body becomes and sustaining human performance and health That season, the Gators enjoyed a winning formula which is proven to PROMOTION brand. This massive research effoti is the reason active it statis to sweat and becomes dehydrated through nutrition. record and became welllmown as the "second half enhance performance. The In 1993 when Gatorade was Gatorade's formulation has never been bettered and resulting in an actual change in human taste The GSSI and Gatorade Sports Science team" by outplaying their opponents during the Gatorade Fierce launch was launched in Australia it was why so many top athletes and sporting preference. Exchange (GSSE) are world-renowned resources final half ofthe game. The team's coach recognised supported with a dedicated suppOiied by one of the most organizations trust only Gatorade to provide that Resem·ch undetiaken at the GSSI proves that among coaches, trainers and nutritionists. It's this the advantages of having his players drink TV c01runercial "Raptor vs Raptor" which featured memorable TV campaigns of all time, "Be Like perfonnance edge. once an individual becomes active, a physiological dedication to sports science research and product Gatorade, noticing that they had fewer problems a fierce game ofbasketball between NBA star Vince Mike". The catchy jingle and inspirational images change takes place and the performance that can't be with dehydration and showed greater endmance. Carter, who plays for the Toronto Raptors, and a of Jordan, helped to catapult the brand to clear body will actually prefer the matched and is why Gatorade In fact, on January 1, 1967, when the Gators beat Velocaraptor dinosaur. The Raptor spot, which was market leadership within 4 weeks following the taste of lightly flavoured and is used by so many of the Georgia Tech in the Orange Bowl, Georgia Tech created by the makers of Jurassic Park, effectively launch. Indeed the endorsement of Gatorade by THINGS YOU DIDN'T KNOW ABOUT sweetened, non-carbonated world's top athletes. head coach Bobby Dodd told Spotis Illustrated demonstrated the fierce attitude of the new line Michael Jordan, the world's highest profile and best GATORADE drinks like Gatorade over full In Janumy 2000, Gatorade magazine that the reason for his teat11 's loss was and helped drive another successful Gatorade loved athlete, has taken the brand to new heights sugar carbonated beverages. flew Brad Beven, five times that "We didn't have Gatorade. That made the launch. and ensured inunediate high level awareness for 0 Inthe2001 CitytoSurf,50,000runners Australian Champion difference". In Swru11er 2000 a 1.5litre Gatorade was launched the brand following each new market entry. conswned more than 70,000 !in·es of ACHIEVEMENTS Triathlete, to the GSSI in The st01y has become legend and the drink specifically for the grocety market and targeting in­ The phrase 'scientifically developed, athletically Gatorade along the 14km course. The sports drink market was Chicago for three days of became Gatorade. home consumption occasions. There are many proven', is true ofGatorade and is why the brand's 0 The name Gatorade derives from the created in 1965 when Gatorade intensive testing. The tests Gators but it was originally called was invented by scientists at he undertook were to provide THE PRODUCT Cade's Cola or Cade's Ade. When The University of Florida, for him with valuable infonnation Gatorade is the No. 1 selling spOiis drink brand in Quaker Oats acquired the brand in 1985 the Florida 'Gators' football for future training and race the world. In August 2001, the US based Quaker they wanted to call it 'Quinch ', but team. From such humble preparation to help him gain Oats Company, owner of the Gatorade brand, market research revealed that people beginnings the brand has that competitive edge. These merged with the Pepsico, Inc. group of companies already knew the drink as Gatorade and grown to become the world's tests included a cardiac stress to complement that company's portfolio of so the name remained. leading sports drink. test, sweat test, maximal powerhouse brands. 0 During the famous '67 Orange Bowl The introduction of oxygen consumption and From the inception of the product, science has match, Gators player Larry Smith ran an Gatorade helped change the nutritional consultation. He been used to ensure that no other beverage replaces amazing 94 yards, with his pm1ts falling fluid-replacement practices of explains his time at the lost fluids, energy and electrolytes faster than down, to make a touchdown that won athletes across the United Gatorade Sports Science Gatorade. Gatorade pioneered the 6 per cent the game. He crossed the line with the States, around the world and Institute by saying "I'm carbohydrate solution, which is now used by other ball in one hand and his pants in the in Australia. Instead of discouraging fluid intake trying to get every bit of information I need to go isotonic sp01is drinks. It has the optimal level to other. After the game his mother was during training and competition, as had been faster. Just picking up infonnation like dehydration ensure the fastest possible absorption. In fact no heard to say, "Gee coach, can't you get prevailing practice, coaches statied to understand and sodium deficiencies are all part of achieving other beverage speeds fluids, minerals and energy my boy some pants that fit".
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