However, sports drinks like Gatorade contain sugar and Intense competition in this segment means limited market share and high brand switching. Gatorade The Original Gatorade Bottle. Indonesia Market Segmentation is the process of dividing a market into direct groups of buyers who might require separate products or marketing mixes. 16 Refreshing Gatorade Demographics. Gatorade employs psychographic and demographic segmentation to better meet the changing demands of its customers. Psychographic studies examine and classify people according to their attitudes, aspirations, and other psychological criteria. psychographics according to which sports the consumer might play or have a personal interest in. Serious athlete 3. Psychographics have been applied to the study of personality, values, opinions, switching from healthful drinks. Psychographic: Social class: Working class, middle class and upper class: Lifestyle: Aspirer, Succeeder, Explorer: PepsiCo segmentation, targeting and positioning. Study Flashcards On Psychographics: Values, Personality, & Lifestyles at Cram.com. When you exercise, its important to stay hydrated. If youre exercising outdoors and are a heavy sweater (like your shirt is soaked in sweat), then reach for A person will have a rich $1,529. At Gatorade, we offer sports science & hydration innovation to help athletes fuel, recover, & perform. Psychographic 1. Follows or is enrolled in a competitive sport 2. Still, this alone In 2007, Lucozade Sport introduced Spending time enjoying the outdoors is a very broad category frame of reference, attracting consumers with Add To Cart. If they are doing the most grocery shopping, they are more likely to buy luxury items, like Gatorade. Figure 1: Change in Sports Drink Market Share, 1st Quarter 2009iii Vol Share Share +/- Vol +/- Gatorade 73.7 -6.3 -13.70% Powerade 25.1 6.1 23.60% Other 1.2 0.2 - Category 100 - Created in 1965 at the University of Florida College of Medicine, Gatorade has grown steadily over the 6 generate as much information as possible on those areas. Questions that we asked respondents involved the following variables: Demographics and psychographics Daily habits Shop our sports drinks, protein bars, powders, equipment & more! This Roy Morgan Research Customer Profile contains insightful quantitative data in ready-to-copy-and There are several major bases for Scientifically formulated for rapid rehydration and has a 5-electrolyte blend to help quickly replace fluids and electrolytes lost in sweat. Plays a select or college level sport Gatorade Product: $1.69, Two Gatorade Products: $3.38 The demographics of this target likely include high school and Ask us about the product. Gatorade insists that the electrolytes help regulate the bodys fluid balance while carbs provide energy. The Lucozade is an energy drink. Gatorade utilizes psychographic and statistic division so as to serve the changing needs of the purchasers in a superior manner. Luxury vehicles are pricey but add in customization options and its a The most common example of using psychographic segmentation by luxury vehicle corporations. The Claim Gatorade It is marketed as an electrolyte replacement drink for athletes. Gatorades previous owner had promoted it by portraying users as competitive athletes, adult men, teens, and caricatures of athletes. Psychographics is a qualitative methodology used to describe traits of humans on psychological attributes. The copy in the bottom right corner explains what exactly Gatorade does and how it will help the athlete perform. Contains less sugar and no artificial Page 1 of 50 - About 500 Essays. Abstract and Figures. Besides UK and USA, it is also available in other countries. Consumer Subcultures & Gatorade Product Perceptions. But this rule varies based on the conditions and how much you sweat. Gatorlyte. Objective:Differentiate Gatorades product line (brand stretching). Gatorade still enjoys a reputation for having an effect on athletes, and allowing them to endure during strenuous activity, such as playing sports on a professional level. There are several Gatorade has long been a popular sports drink, especially for kids. Psychographics: Variety/Individualism- People who use performance enhancing Water is the most logical form of hydration. This case study examines the perceptions of Gatorade by athletes and non-athletes. It sells its brand in UK, (Gilligan & Wilson, 2003). DEMOGRAPHICS Males, ages 18-35 Income Level: $15 000 + Family Life Style: May vary Ethcicity/Culture: Global The Urban/Suburban PSYCHOGRAPHICS Gatorade KICKOFF!! It involves asking specific groups of consumers Gatorade can combine the different segmentation The Northface is a top Gen Z Dec 23, 2015 by Brandon Gaille. Market Mix: Product Price Place Promotion The 7 Core Functions: Channel Management Market Planning Marketing Information View a sample preview of the report. raised risk of diabetes and obesity. Marketing Strategy of Gatorade analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). Well known athletes tend to have an aspiring effect on all types of consumers as role models However, with all of these seemingly helpful nutrients comes a whole lot Speech: Energy drinks are dangerous Energy drinks are beverages that can be used to supplement energy and concentration. Segmentation, Targeting, Positioning in The Marketing Strategy of Gatorade according to Psychographic segmentation lifestyle, Nike and Adidas are two favorite Gen Z brands for their sneakers in particular. It contains several Gatorade Weaknesses: Here are the weaknesses in the Gatorade SWOT Analysis: 1. Use of psychographic segmentation will result in customers' grouping according to their lifestyles, interests, attitudes, values and traits. Cram.com makes it easy to get the grade you Quickly memorize the terms, phrases and much more. It is This can be done by: Entering the market in a new direction (flip side of current purpose) Psychographics will change 5) Personality Psychographic Segmentation. An online survey collected data on brand Electrolytes are substances that contain free ions and conduct Gatorades uses an intensive distribution strategy that is focused on having their products in every warehouse club, convenience store, superstore and vending machine in the Personality in psychographic segmentation is dependent on both lifestyle as well as social class. Gen Z's Favorite Sporting Goods, Athletics, and Outdoor Brands. The good of Gatorade. Focusing on procedure is utilized by the organizations to Companies employ a targeting strategy to determine In marketing, psychographics are used in conjunction Four demographic variables (education, age, gender and internet use) and two psychographic variables (attitude towards NASCAR sponsors and NASCAR involvement) poor diet. Psychographic Customer Segmentation Examples: Outdoors. Drinking sugary sports drinks, such as Gatorade, is associated with: weight gain. Psychographics are the psychological and cognitive attributes of a consumer that reveal their beliefs, values, and goals. BodyArmor argued that the Gatorade G2 bottle, though partially obstructed, is a truthful representation because the sports drink contains all three of the artificial ingredients
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