Research and Markets: Gatorade Case Study: Using Consumer Segmentation and Social Media to Drive Market Growth

DUBLIN--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/research/026fe7/gatorade_case_stud) has announced the addition of the "Gatorade Case Study: Using Consumer Segmentation and Social Media to Drive Market Growth" company profile to their offering.

“Gatorade Case Study: Using Consumer Segmentation and Social Media to Drive Market Growth”

With US consumers becoming more health conscious, non-carbonated drinks have experienced a surge in demand in recent years. This has caused the non-carbonated drinks market to become a highly competitive landscape, with segments such as sports drinks approaching market saturation. Gatorade has successfully segmented its consumer audience and tapped into social media to achieve sales growth.

Features and benefits

• Achieve sales growth of sports drink products by learning how social media and product innovation can enhance brand credibility.
• Enhance your market positioning by learning from Gatorade's 2010 marketing success in the sports drinks market.
• Stimulate ideation and invigorate brands by understanding the needs of athletic consumers of sports drinks.

Highlights

• Research has revealed that Gatorade's US volume sales grew 10% in the second quarter of 2010, after three consecutive years of slumped sales. This was driven in large by the launch of both their innovative G Series and also their investments in the social media space via Gatorade's Mission Control.
• Gatorade's recent market success highlights the value of consumer segmentation in widening brand appeal and serves to emphasise the importance of social media in gaining a deeper understanding of consumer demands.

Your key questions answered

• How have consumer trends impacted on the US soft drinks market over the past decade?
• How can social media be used to better engage with consumers and raise the profile of your brand?
• How has Gatorade changed its positioning in the sports drinks market to gain a competitive advantage and what lessons can other brands learn?

Key Topics Covered:

DATAMONITOR VIEW

ANALYSIS

• PepsiCo has redefined its playing field by focusing on non-carbonated drinks
• 2009 served as a learning curve for the Gatorade brand when it launched the What is G? campaign
• Gatorade has returned to its roots with the G Series campaign in order to turn the brand around
• Gatorade's G Series remains a controversial product line
• Conclusions and recommendations:

APPENDIX

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Source: Datamonitor