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Gatorade Case Study: Using Consumer Segmentation and Social Media to Drive Market Growth
Datamonitor, Jan 2011, Pages: 18
Introduction
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?
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