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Zoom NRG: Energizing Athletes Worldwide

Explore the expanding global sports drink market and discover the latest trends, customer insights, and key players like Gatorade, Powerade, and Accelerade. Learn about the proposed target market and marketing strategy for RJF's Zoom NRG.

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Zoom NRG: Energizing Athletes Worldwide

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  1. Morgan Stonebridge, Tilden Blair, Eric Serpico, Alex Watsik Market a Sports Drink

  2. 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.

  3. 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

  4. 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)

  5. 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

  6. 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

  7. 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/

  8. 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

  9. 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

  10. 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

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