Today we can face a whole new way how companies communicate with their customers, and the main key to success for the companies is to develop a winning marketing strategy. An effective strategy should include launching new products, and Gatorade is known to present a new series of products called the G Series. This series includes drinks with improved formulae that were created with help of sports science innovation, so they provide the best hydration, recovery, and maximum energy (Gatorade.com, n.d.). In future, Gatorade plans to include more natural components to meet the requirements of the company’s customers.
Potentially, this new series can become the trend on the market as many sportsmen consume Gatorade-like drinks on a daily basis, and an improved technology of creating these drinks will help the company receive a great competitive advantage.
Gatorade’s marketing strategy is focused on adapting the changes on energy drinks market. One of the current trends is making the products with no GMOs and using more natural components. Thus, Gatorade is trying to use more natural products to create its popular drinks (Zmuda, 2011). Another trend that the company is trying to adapt to is that people consume energy bars, and consumption tends to increase on the everyday basis. Thus, the company also produces fuel bars and “energy chews” to meet the needs of the market.
Also, Gatorade and other companies that sell sports-related products today launch applications for their customers to check with help of various wearable devices how many calories they spent when exercising. Then, based on the calculations customers can see in such applications, Gatorade will offer to buy one of the products that will be the best choice for effective hydration and recovery, and Gatorade’s marketing strategy should definitely include aiming at promoting applications for smart phones and smart watches.
In future, Gatorade should focus on researching the market and determining what potential customers need, and based on research results, the company will launch new products.
References
Gatorade.com. (n.d.). Products: G-Series. Retrieved 1 April 2016 from http://www.gatorade.com/products/g-series
Zmuda, N. (2011). Gatorade Introduces G Series Fit. Adage.com. Retrieved 1 April 2016 from http://adage.com/article/news/gatorade-launches-g-series-fit-dedicated-ad-blitz/227315/
