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Gatorade is a non-carbonated sports drink marketed by the Quaker Oats Company, a division of PepsiCo. Originally it made for athletes. The drink is intended to rehydrate and to replenish the carbohydrates and electrolytes depleted during exercise, especially in warmer climates. The first sport drink in Thailand was introduced 20 years ago by T.C. Pharmaceutical Industries Co., Ltd. launching sport drink named "Sponsor". After a while, Osotspa Co., Ltd engaged in a competition introducing "M-Sport". The world number one Gatorade entered Thai market 10 years ago. Gatorade was not successful in Thai market and is now threatened by the fierce competition among the existing players and the newcomers. In Thailand, Gatorade is still small and has about 80% recognizing the brand with only 27% ever tried due to low number of distribution channels, small marketing activities, and higher price than key competitors. Despite heavy push/pull activities, Gatorade itself grows gradually each year.
According to our new plan, the marketing objective is to increase market share from 2%. We target on both male and female who sweat from activities. The age range falls in to 14 -60 years with average household income of 50,000 baht. We target people who living in Bangkok and major urban area. We plan to change the packaging into plastic due to light and easy to carry with all activities but the size and the favor still be the same. Apart from that, we plan to use multiple way of marketing communication for creating brand awareness, brand recognition and increasing product trial rate. We will emphasis on advertising but the media we select mostly are new media which more attractive and cheap but the exposure r ...