Gatorade

Gatorade is manufactured by PepsiCo today an isotonic drink non-carbonated. PepsiCo acquired Gatorade brand in 2001, when she took over the manufacturer of the drink, the Quaker Oats Company.

The professor of medicine at the University of Florida, Robert Cade (1927-2007), the drink created in 1965 for the Florida Gators football team of the same university. " Gatorade " is composed of the name of the Gators football team and the name of Robert Cade. From 1965 to 1970, the drink was known as Stokely - Van Camp 's finest Gatorade because it has been manufactured and marketed by Stokely - Van Camp. From 1970 it was content with the name Gatorade. 1983 reached the mark in the possession of the Quaker Oats Company.

Competitors

The main competitor is Gatorade, Powerade, which is offered by the Coca -Cola Company. Prior to the purchase of Gatorade, PepsiCo had with All Sport features its own sports drink on the market, but then sold to the Monarch Beverage Company in Atlanta. 2007 was the mark All Sport to Big Red Inc, which can fill and distribute the drink of the Dr Pepper Snapple Group.

On the German market more national as well as smaller, regional providers compete with brands like Active Adelholzener 02, Gerolsteiner sports or Rosbacher sport.

Development

Even during the sales negotiations to Quaker Oates Company and its Gatorade brand, the competition from PepsiCo Coca -Cola began at the market of sports drinks. Finally, PepsiCo Quaker Oats could acquire by 13.4 billion U.S. dollars after Coca -Cola had withdrawn his offer. Gatorade dominated the market, but Coca -Cola countered with Powerade and delivered a price war with Gatorade. Both companies large-scale advertising campaigns were carried out, which should especially appeal to young people. In 2005, sales of Powerade increased by about 28 percent. Coca -Cola was able to establish their brand, but Gatorade not compromise. In 2009, Gatorade wanted to position and a new bottle design better under the name "G", but despite reaching $ 50 million advertising budget for the conversion rather the opposite. However, this amount of advertising in comparison to the years had failed 2007 (137 million dollars) and 2008 (75 million dollars) lean. Gatorades market share fell in the first quarter of 2009 from 80 percent to 73.7 percent, Powerade reached a rise to 25.1 percent market share in this beverage sector. Gatorade recovered only slowly, mainly as a result, according to the management on the economic development and the trend of consumers to cheaper drinks. Also Powerade finally suffered a decline in sales, but by only 0.5 percent. However, Gatorade remained the market leader and could further defend its position as the fifth largest beverage brand. Gatorade recruits mainly in the U.S. professional basketball league NBA and sponsored in 2005, 28 of 30 teams in the NBA.