Brand Audit

Research Paper from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, printed single-sided, grade: A, University of Florida, language: English, abstract: TheGatoradeBrandisadominatingforceinthesportsdrinkindustry.Throughoutthepastfortyyears,thiscompanyhadcreatedasustainablecompetitiveadvantagebydevelopingtheirmarketingmixwhichincludeproductstrategy,pricingstrategy,promotionalmix,anddistributionstrategy.ThisbrandauditaimstoanalyzeGatorade smarketingmix,andexaminehowitvarieswhenittargetsonmulticulturalconsumers.Orinotherwords,howitsmarketingstrategyvarieswhenitappliestoaninternationalmarket.ExecutiveSummaryGatoradeisanextremelypopularsportsdrinkbrandandhasoutstandingbrandawarenessandloyalty.Itmarketsitsuniqueproductsmainlytopre- -adultgroupwhoagesfrom13to24.AswhatJohnSicher,theeditorofBeverageDigest,said, thepre- -adultyearsarethecuttingedgeofwherethosesportsdrinkbrandsarecompeting .Thisisatoughmarketforanycompanytocommunicatewith,sincetheyouthpeoplenowadaysprefertoavoidtraditionalmediaoutlets.Inordertoovercomethisobstacle,Gatoradetendstobenotonlyasportsdrinkdistributorbutalsoa lifestylecompany ,promotinganactiveandself- -improvementlifestyle.Inordertoreachitstargetmarket,Gatoradeadoptsaverycompetitivemarketingmixtogetitsproductssold.Firstofall,Gatoradespendslotsofmoneyontheproductinnovationanddevelopment.Secondly,itslow- -pricingstrategymakestheproductsmorewelcomedbytheconsumers.Thirdly,byusingitsparentcompany PepsiCo sdistributionsystem,Gatoradecangetitsproductssoldinthesupermarkets,liquorstores,departmentstores,andsoon.Besides,Gatorade spromotionalmixwhichincludesadvertising,publicrelationplanning,salespromotionandsponsorship,andpersonalselling,alsocontributemuchtoitsdominating80%marketshareinthewholeindustry. [...]