Gatorade Essay

The beverage market is an encompassing one, including companies such as Coca-Cola and PepsiCo which span multiple continents internationally, and sell their products to billions of consumers each year. Thus, they must segment their markets to facilitate marketing to these multitudes of people, Gatorade, as a subsidiary of PepsiCo, is no different. Many segmentations exist in the beverage market, and more specifically, the sports drink market for Gatorade. These companies segment the market in via several similar approaches, and in the case of Gatorade, the market is segmented demographically, geographically, and psychographically. The sports drink market is primarily segmented by demographic. Gatorade, as well as its competing companies, all divide their market by age. These beverages tend to appeal to youth, who are generally lead more active lifestyles in comparison to every other age group. Subsequently, nearly all of Gatorade’s marketing is tailored for young people, utilizing bright colors and simple but catchy phrases which grab the potential consumer’s attention immediately. They also sponsor easily recognizable celebrity athletes, and said athletes further promote the brand among young people. Meanwhile, Gatorade is consumed significantly less in other age demographics, therefore, it does not focus its marketing

This means that they split their market by their consumer’s location. This allows them to further focus their marketing efforts on regions where the product is in demand. For example, Gatorade mainly markets itself in North America, with most of the efforts focused on the United States. This has several reasons, with the main one being that Gatorade is a domestic company, making marketing more convenient and cheaper than it would be anywhere else. Also, a current trend in the U.S. is health and fitness, and marketing in the country allows Gatorade to capitalize on this