...Introduction The sport drink market has been traditionally dominated by PepsiCo’s sport drink brand called Gatorade. Gatorade was developed at the University of Florida to increase the performance of their athletes while participating in activities in extreme heats. The creation of Gatorade has led to a multi-billion dollar sport drink market. Gatorade currently control of 77% of the sport drink market; however, that percentage is down from previous years as the sport drink industry has increased levels of competition other companies have entered the market with their own brand of sports drink. The target markets for Gatorade are athletes, teenagers, and consumers with an active lifestyle. Our project will evaluate Gatorade’s marketing...
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...Sports Drink vs. Water In a society where athletes strive to maintain a healthy life, how do sports drinks contribute to their well-being ? Sports drinks are proven not to be as healthy as water, but these drinks can offer an athlete the little things that make a big difference such as fluids and carbohydrates. Some only view the negatives of sports drinks, but what about the positives ? For example, in the article ,”Obey your thirst, just not necessarily with a sports drink, Jennifer Sygo states, “Depending on the situation, the added sugar in sports drinks can do an important job, by providing hard-working muscles with rapidly available carbohydrates, usually in the form of simple sugars.” Although there may be added sugar in these drinks,...
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...high. Some beverage companies, such as PepsiCo and Coca-Cola, have mastered the art of brand building in the alternative beverage market and have been rewarded with rapid growth rates. The rising population of health conscious consumers is increasingly leaning towards alternative beverages that are believed to offer greater health benefits. The strongest competitive force, or most important to strategy formulation, is the threat of entry of new competitors. Competitive pressure from rival sellers is high in the alternative beverage industry. The number of brands competing in sports drinks, energy drinks, and vitamin-enhanced beverage segments of the alternative beverage industry continue to grow each year. Both large and small vendors are launching new products and fighting for minimal retail shelf space. More and more consumers are moving away from traditional soft drinks to healthier alternative drinks. Demand is expected to grow worldwide as consumer purchasing power increases. Another strong competitive force is buyer bargaining power. Convenience stores and grocery stores have substantial leverage in negotiating pricing and slotting fees with alternative beverage producers due to the large quantity of their purchase. Newer brands are very vulnerable to buyer power because of limited space on store shelves. Top brands like Red Bull are almost always guaranteed space. This competitive force does not affect Coca-Cola or PepsiCo as much due to the variety of beverages the...
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...Sports Drinks are becoming a popular thing nowadays and everyone around seems to be drinking them and keeping them all around there house. Carelessly gulping down bottles and bottles of sports drinks not knowing exactly what goes into it. With a background of nutrition and living a healthy lifestyle i make sure i know exactly what i'm putting into my body all the time. Constantly looking at research on what is healthy and what is not. Now days all sports drinks contain extra calories, sugar, and carbs that are all unhealthy. Most of them contain ingredients that are processed for taste and texture. Now many people may not know exactly what these drinks and ingredients do to you, In this article i will be talking about why water is the best drink you can have as well as what sports drinks to take and when it is the right time....
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...Case Discussion: Competition in Energy Drinks, Sports Drinks, and Vitamin-Enhanced Beverages Assignment Questions: 1. What are the strategically relevant components of the global and U.S. beverage industry macro-environment? How do the economic characteristics of the alternative beverage segment of the industry differ from that of other beverage categories? Explain. Global beverages companies like Coca Cola had relied on those beverages to sustain volume growth in mature markets where consumers were reducing their consumption of soft drinks. These companies wanted to expand the market for alternative beverages by introducing new drinks into emerging markets. Beverage producers made numerous attempts to increase the size of the market for those types of beverages by growing product lines and increasing sales and market share. They were faced with criticism of alternative beverages as presenting health risks or not yielding the advertised results. Rapid growth in the market and premium prices/high margins made the alternative beverage market an important part of beverage company strategy. The economic characteristic of the alternative beverage segment if the industry is differ from that of other beverage categories. Alternative beverages competed on the basis of differentiation from traditional drinks such as carbonated soft drinks or fruit juices. The market started out with low competition, however that is rapidly changing as many new product lines enter and profit...
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...Competition in Energy Drinks, Sports Drinks, and Vitamin-Enhanced Beverages Case Discussion: Competition in Energy Drinks, Sports Drinks, and Vitamin-Enhanced Beverages Assignment Questions: 1. What are the strategically relevant components of the global and U.S. beverage industry macro-environment? How do the economic characteristics of the alternative beverage segment of the industry differ from that of other beverage categories? Explain. Global beverages companies like Coca Cola had relied on those beverages to sustain volume growth in mature markets where consumers were reducing their consumption of soft drinks. These companies wanted to expand the market for alternative beverages by introducing new drinks into emerging markets. Beverage producers made numerous attempts to increase the size of the market for those types of beverages by growing product lines and increasing sales and market share. They were faced with criticism of alternative beverages as presenting health risks or not yielding the advertised results. Rapid growth in the market and premium prices/high margins made the alternative beverage market an important part of beverage company strategy. The economic characteristic of the alternative beverage segment if the industry is differ from that of other beverage categories. Alternative beverages competed on the basis of differentiation from traditional drinks such as carbonated soft drinks or fruit juices. The market started out with low competition...
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...Is that Drink going to get the Job Done? Current research in the field of sports medicine may have found a critical solution to pushing your body to its limits and getting an edge on your competition. Researchers from the “University of Birmingham and Manchester Metropolitan University report in the Journal of Physiology that sugary energy drinks activate reward and pleasure regions in the brain, a boost that can translate to better performance”(Park 1). This report has started to make Sports Medicine research weather rinsing a sugar energy drink really makes a difference in the body. In the 2004 case study, Ed Chambers who co-authored the study took volunteers to do a 60 minute workout or less. He gave one group a sugar-based energy drink and told them to do their regular workout. Then the second group was given an artificial sweetened drink and told to do the same workout. Then a third group was given the same solutions and put through an MRI scanner to see if their brains had similar reactions. In this case study they didn’t act the same. The ones who had the energy drink, their brains had reactions in the pleasure part of their brains which means those who had the sugar based drinks pushed harder because their brain had activity in the reward portion. Those who had the energy drink “were able to complete a physical-training session 2% faster than those who got artificially sweetened drinks, and improved their mean power output as well”(Park 1). The research proved that energy...
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...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...
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...Introduction A. Report Objective Many sports drinks line the supermarket shelves. Often most obvious difference is the shape and in turn utility, capacity and appearance of the bottle. Some bottle shapes are standard, while others have a more complex design. Neither of the designs is perfect, neither of them fulfills its purpose properly and neither of them provides full customer satisfaction. Through our research and analysis, we have designed a bottle that is not only unique in style, but fits the needs of the target market properly. This report describes the major advantages of this innovative design and why this particular design is the most appropriate for the target market. B. Background We people from the Thunderbolt Company have come up with a brand new optimal bottle design. I, Aditya, Natalie, Cynthia and Vikas started with an initiative to jot down the problems of the daily consumers of sport drinks and come up with a design which would cater to their needs and demands. So our first step was to look at the major problems. After a thorough survey, we concluded that the sport drink bottles are really bulky and not at all friendly to hold. A simple example we took into consideration was a jogger in a park running around with a big bottle in hand without a proper grip. The design of the bottle is an important factor as it hinders in his routine exercise. 3 THE THUNDERBOLT   2013 Talking about environmental factors, the materials used for the bottles currently...
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...subcategories may be your best option in emerging markets. Here’s how winners set the pace. By Mike Booker, Wlademir Gomes, Nikhil Ojha and Robert Schaus Mike Booker is a Bain & Company partner based in Singapore and leads the firm’s Consumer Products and Retail practices in Asia-Pacific. Wlademir Gomes is a Bain partner in São Paulo. Nikhil Ojha is a Bain partner in New Delhi. Robert Schaus is a Bain partner in Kyiv. Pierre-Laurent Wetli, a Moscow-based principal, and Joachim Breidenthal, a principal based in Johannesburg, also contributed to this article. Copyright © 2012 Bain & Company, Inc. All rights reserved. Taking a new consumer goods category from zero to 100 in no time flat Branded edible oils in Sudan, soy fruit drinks in Brazil, isotonic drinks in Indonesia. Five years ago, these categories were barely on the radar in these countries. By 2011, they ranged between $400 million to $890 million in revenues in these markets, generating significant profits for the companies that took the initiative to introduce them. Emerging markets may be expanding at a record-setting pace, but many also are undergoing rapid category consolidation. It’s to the point where, in many cases, the top three to five players now control the lion’s share of a category in any given market. Consolidation can slim margins for incumbents and limit opportunities for new players. That leads some consumer goods companies to survey the landscape and conclude they’re locked out. But the fact is, identifying...
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...Deer Park, water bottle that derived from some random spring in the middle of a foreign tropical island or so they say. The refreshing ice cold drink momentarily makes you forget about how fatigued you are, but how good is that water actually replenishing you? Should you be following in the path of all the famously promoted athletes around the globe like Lebron James, Peyton Manning, and Serena Williams by grabbing a sports drink in order to replenish all of your lost nutrients? Or perhaps...
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...Topic 4 主题4 The Cultural Environment of Global Business 文化环境的全球业务 The challenge of crossing cultural boundaries 跨越文化界线的挑战 The meaning of culture: foundation concepts 文化意义:基础概念 Why culture matters in international business 为什么国际商业文化很重要吗 National, professional, and corporate culture 国家、专业、企业文化 Interpretations of culture 诠释文化 Key dimensions of culture 关键维度的文化 Language as a key dimension of culture 语言作为一个关键维度的文化 Culture and contemporary issues 文化和当代问题 Managerial guidelines for cross-cultural success 管理指导跨文化的成功 Cross-Cultural Risk 跨文化风险 A situation or event where a cultural miscommunication puts some human value at stake 一个情况或事件,一个文化上的隔阂使一些人的价值岌岌可危 Cross-cultural risk arises when we step into different environments characterized by unfamiliar languages and unique value systems, believes, and behaviors 跨文化的风险起因当我们进入不同的环境特征是不熟悉的语言和独特的价值体系,认为,和行为 It is one of the four major risks in international business 这是一个四个主要风险在国际业务 Manifestations of Cross-Cultural Risk 跨文化风险的表现 Ethnocentric orientation: using our own culture as the standard for judging other cultures 种族优越感的取向:使用我们自己的文化为标准来判断其他文化 Polycentric orientation: a host country a mindset where the manager develops a greater affinity with the country in which she/he conducts business 多中心取向:一个东道国的心态,经理发展更密切关系的国家她/他进行业务 Geocentric orientation: a global mindset where the manager is able to understand a business or market without regard to country boundaries 地心方向:全球思维,经理可以了解一个业务或市场不考虑国家边界 ...
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...than a funny sports commercial to get the attention of the consumer. Even if the fan is not into Hockey, it still appeals to the humor in every market that the Boston Bruins are trying to reach. The promotional video for a sports product that I have chosen is Gatorade sports drink. Gatorade was invented in 1965 by four researchers called Dr. Robert Cade, Dr. Dana Shires, Dr. H. James Free, and Dr. Alejandro de Quesada who discovered that a balance of carbohydrate’s and electrolytes in a drink would replace what the athletes were losing. It was brought to the intentions to the Doctors by an assistant coach of the Florida gators, who noticed the players being affect by the climate conditions. Gatorade is still striving...
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...Gatorade comes in different varieties of drinks which including of low sugar and high protein. But they come in different flavors cheery, lemon, grape, and many more. Powerade is also similar to Gatorade, they only have one form and that is liquid with many different flavors. Cost Water is free; people can get it by drinking tap water from the kitchen sink. people can get a bottle water from any marketplace for $1.00-$5.00, 24 pack of bottle water cost $12.99-$17.99, and 35 pack of bottle water cost $20.99-$30.99. But most people prefer to use the water refill vending machine that are in any market store, were a gallon would cost 20-30 cent and 8 gallon of water would cost $1.20-$1.50. There are many gatorades in many stores that come to singles or in pack. 1 bottle of gatorade cost $1.00-$5.00, 24 pack of gatorades cost $12.99-$17.99, and 35 pack cost $20.99. Powerades come also in singles and packs like Gatorade. Singles cost $1.69, 8 pack cost $4.18 , and 12 pack cost $28.82 Advantages of consumption When drinking water it help maintain body functions and weight. Its helps break down food and regulate metabolism. Gatorade have electrolytes and other stuff that our body need such as carbohydrate. Is a great sport beverage when you have intense workout activities because it replenish lost fuel in the muscles. The American Beverage Association stated "The body of available science supports the benefits of sports drinks for carbohydrate energy and hydration...
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...should not take too much time. Age: Gender: Male Female Questions: 1. When do you drink sports drinks? (Check all that apply) During/after playing sports During/after exercising During the course of the day I do not drink sports drinks 2. Which sports drinks do you buy most often? Gatorade Powerade All sport drink I have no preference Another sport drink brand (Please specify below) Other: 3. Disregarding price and availability, which sports drink do you prefer? Gatorade Powerade All sport drink I have no preference Another sport drink brand (Please specify below) Other: 4. What is the most important factor for you when choosing a sports drink? Price Taste Ingredients Brand Name Availability I don’t drink sports beverages Other factors (Please specify below) Other: 5. How do you buy sports drink most often? By the bottle By the case I don’t buy sports beverages Another sport drink brand (Please specify below) Other: 6. Do you consider sports drinks a substitute for water? Yes No 7. On average, how many bottles of water do you drink per day? 1-2 3-4 5-6 7-8 8. How do you buy bottled water most often? By the bottle By the case I don’t buy sports beverages Another sport drink brand (Please specify below) Other: 9. What is the most important factor...
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