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The information gathered from this research has enabled Gatorade to formulate newer and better products to serve athletes even in the most extreme of conditions. Some of these products include the Gatorade energy drink, the Gatorade energy bar and Gatorade’s very own protein shake. Introduction of these products created a slight divergence from the company’s roots i. e. sports drinks, but the response has been phenomenal. Currently Gatorade has several product lines that cater to the athletic hydration and nutrition market. Today, Gatorade owns 70 percent of the sports drink market in the US alone.

Through its innovative products and continuously evolving marketing strategies, Gatorade will continue to reign supreme in the sport drink market. Gatorade’s main competition: Since Gatorade was the one of the only companies that manufactured and distributed sport drinks in the United States, it enjoyed a market share of nearly 95 percent for close to twenty years. But since 1988, there was an emergence of many competing brands in the sports drink market. The following is an analysis of Gatorade’s Direct and Indirect competition: Direct Competition: PowerAde

In 1988, the Coca Cola Company, recognizing the potential of the growing sport drink market, decided to enter with its very own PowerAde brand of sport drinks. The brand touted its superiority by stating that Gatorade was an incomplete drink which lacked vitamins and essential minerals. They also underlined the fact that Gatorade contained ingredients that slowed electrolyte absorption and lowered energy metabolism. PowerAde also employed very aggressive marketing tactics that included athlete endorsements, TV ads, and movie appearances, which subsequently created major inroads into Gatorade’s substantial market share.

Over time, PowerAde procured sponsorship agreements with many well known events and associations, such as The Great Olympics, the AFL, PGA Tour, NASCAR, NHRA, NCAA, and the U. S. Olympic Team. All these tactics helped PowerAde gain an approximate 20 percent market share by the end of 2009, which in effect, makes it Gatorade’s main competitor. Vitamin Water Energy Brands, the maker of Vitamin Water, was founded in 1996 by J. Darius Bikoff after experiencing a eureka moment when he consumed Vitamin C tablets and water together.

Although the initial growth of the company was slow, the company’s products soon gained widespread recognition causing elevated concern among the big beverage companies like Coca Cola, which later purchased the company. Although not as aggressive in marketing tactics as PowerAde, Vitamin Water has garnered widespread popularity, especially after an endorsement deal with Curtis “50 Cent” Jackson, a popular rap artist. Vitamin Water is marketed as a low calorie alternative to sports drinks like Gatorade and since society has been progressing toward a health conscious lifestyle, Vitamin Water has steadily gained market share.

Indirect Competition: Gatorade’s main indirect competition lies not in the sports drink market, but in the energy drinks market. Following are some of the major players in this market. Red Bull Austrian entrepreneur Dietrich Mateschitz, after consuming Krating Daeng, a potent Thai energy drink, decided to formulate a similar drink for the European market. After its introduction in 1987, Red Bull started to fill the void within the sparsely populated energy drinks market and quickly grew to become a household name.

With approximately 45 percent in current market share, Red Bull towers above all of its competition in the energy drinks market. Utilizing highly effective marketing tactics that involve TV and radio ads, sponsorship agreements and celebrity endorsements, Red Bull has converted many top athletes causing a slight shift from sport drinks to energy drinks within the general public. Over the years, this trend has caused concern to Gatorade and its competitors since it directly affects sales revenue. Monster Launched in 2002 by Hansen Natural, Monster Energy is the second biggest brand name in the energy drinks market.

Unlike Red Bull’s one flavor product line, Monster offers several different flavors and variations in their line of energy drinks. Their marketing strategy involves sponsorship of various extreme sports such as Motocross and Bmx racing and several celebrity endorsements. In response to the overall societal shift toward healthier living, Monster has developed several zero calorie beverages as an alternative to traditional calorie rich drinks. Monster’s brand image has grown exponentially since its inception. It currently holds a 25 percent stake in the energy drinks market.

Other notable energy drink brands include Full Throttle, Rockstar, Nos, etc. The energy drinks market has seen exponential growth since the early 2000s when the idea to be “revitalized” became popular. The industry has grown from an estimated market size of 8 million in 2001 to over 10 billion worldwide in 2010. Considering this staggering growth, companies such as Pepsi and Coca Cola which owns Gatorade and PowerAde respectively, has attempted to enter the market, but with marginal success. The future points toward a hybrid drink that encapsulates all the benefits of sport and energy drinks but with none of their weaknesses.

Homers the iliad

Homers the iliad.

 Description must be typed in 12 point times new roman font with 1.5 spacing. the following questions must be answered: What purpose did the myth serve in ancient Greece? has the “modern” world outgrown the need for myths? What about the heroic? Why do the Greek heroes display such moral weakness? What about the morals of the gods and goddesses? How does the Iliad make sense of reality–our human condition? What about the order of the universe? or political community?

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