MARKET A SPORTS DRINK

Morgan Stonebridge, Tilden Blair, Eric Serpico, Alex Watsik

Background

A sports drink is a beverage to help rehydrate and replenish electrolytes, sugar and other nutrients

The functional energy drink market consists of energy drinks, neutraceutical drinks, smoothies, and sports drinks.

The Market US $300 billion in terms of sales worldwide

in 2005 global sports drinks market increased by

10% to 9.71 million liters in 2005

Market Trends

New brands support trends such as natural and organic are being introduced

Companies have created sports drink options for “the natural athlete” (offers hydration and electrolyte replenishment in a clean form with no artificial flavors, preservatives or added sugar)

Customer Analysis 28% of U.S. Adults Are Physically Active

The Physically Active Are 54% More Likely to Prioritize Nutrition

37% Use Sports Beverages

13% Use Energy/Diet Bars

53% of Adults Use Supplements

Not Just for Sports

PepsiCo’s - Gatorade

brand now has nine categories which are brand names for different flavor profiles of Gatorade

largest gainer = Gatorade Rain which was introduced in 2006, with a 376% increase, according to IRI data

Product: G-series (prime, perform, recover) G-series FIT, G-series PRO, G-series Natural

Price: Gatorade has a range of different prices to accommodate the different types of the product

Place: Gatorade can be bought at almost every store that sells drinks

Promotion: Use famous athletes to promote the product

http://www.gatorade.com/default.aspx#home

Coca-Cola - Powerade

Powerade and Powerade Option registered as the No. 2 and No. 8 sellers

Product: Powerade comes in eight different flavors

Price: The price’s of Powerade varies from the different stores

Place: They can be bought at many stores that sell drinks

Promotion: Powerade uses atheletes to promote their product

http://www.powerade.com/

Cadbury Schweppes - Accelerade

popular in fitness conscious regular exercisers

uses a protein-based formula Product: Accelerade, Accelerade Hydro Price: About a dollar each Place: Customers can buy Accelerade online

and at some stores Promotion: Athletes who are not as well

known http://pacifichealthlabs.com/accelerade.asp

Proposed target market for RJF

Our proposed target market is a wide range of athletes from high school sports to professional sports

The younger target market will be more of the focus because once they use the drink they will most likely use it for a longer time than the older target market

Marketing mix decisions for RJF

Product: Zoom NRG Price: $1.50 per bottle Promotion: athletes and ads on TV and

in internet Place: Any store that sells drinks