Marketing Gatorade
...lly Gatorade focused on targeting soley on athletes. In penetrating the market to it's full capacity it decided to penetrate other markets. They have adopted a nutritional approach and began marketing the product as being good for you. In doing so they are offering promos directed towards mothers, in order for them to consider purchasing Gatorade for their children. Gatorade's demographic segmentation include all ages, all nationalities, all locations and to both men and women. It continues to market its core Gatorade sports drink to active males and has introduced its Fierce line for Generation X buyers and a Frost line for women. Gatorade is introducing its Xtremo line of sports drinks, targeted at the nation's 35 million Latinos, who make up about 12% of Gatorade's market. The Xtremo line will come in mango, tropical and citrico and will have bilingual labels. In regards to the psychographic segmentation Gatorade focuses on catering to all social classes, but particularly to the athletic lifestyle. This would include the personality traits of people who are adventurous, risk-takers and en...