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Gatorade Vs Powerade : Consumer Preference in Australia
- 1. Prateek Dhariwal Aarushi Rajpal Vritti Malhotra Radhika Khanna In Aussie Land
- 2. Gatorade is an American brand of sports-themed beverage and food products, built around its signature line of sports drinks. It is owned by PepsiCo and is available in over 80 countries. Within the United States, Gatorade accounts for approximately 75% market share in the sports drink category. It is scientifically formulated to replace fluids and provide energy to working muscles. It offers a blend of carbohydrates and key electrolytes
- 3. Powerade is a sports drink manufactured and marketed by The Coca-Cola Company. Its primary competitor is Pepsi's Gatorade brands. Within the United States, Powerade accounts for approximately 29% market share in the sports drink category As of 2016, 58% of those who drink sports drinks in Australia, drink Powerade!
- 5. Population of Australia : 24 million People who consume Sports Drinks : 8% of the Population = 8% of 24 million = 1.92 million (Source: Roy Morgan Research) • Youngsters in Australia aged less than 25 years (14%) are more likely to consume than any other age group. • Twice as many men (10%) as women (5%) drink these beverages. Target Segment Needs: Physiological, Social, Self-Esteem & Self-Actualization
- 7. Video: Subliminal Perception / Brand Loyalty A runner enters a supermarket and chooses Powerade over Gatorade in the fridge. Both Powerade & Gatorade of the same flavour (Lime & Lemon) were kept adjacent to each other.
- 8. Intention to Purchase Sports Drink Price Packaging Brand Loyalty Calorie Content Energy Replenishment Peer Pressure Taste Social Self Concept Intention to Purchase Sports Drink = βo + β1 x P + β2 x BL + β3 x CC + β4 x ER + β5 x PP + β6x T + β7 x SS + β8 x P
- 13. GATORADE POINTS OF PARITY POWERADE Contains Sucrose Sports Energy Drinks Contains High Fructose corn syrup Associated with Cricket Australia & AFL Same – Sugar, Carbs, Vitamin, Minerals & Electrolyte Content Associated with NRL & Australia’s Official Olympics’ drink Second to Powerade in terms of Market Share (25% behind) Energy Replenishment Market leader in Australia 33% of people drinking sports drinks prefer Same Price ( 600 ml of each costs AUD 4) 58% of people drinking sports drinks prefer Sodium Content – 450 mg/l Similar taste & flavours Sodium Content – 225 mg/l
- 14. “ For sports enthusiasts who want to be successful, Gatorade provides a sports drink which replenishes energy as well as enhances performance by being just the drink one needs to be athletic. ” REJUVENATE