For most of the past decade, PepsiCo’s ambition for Gatorade has been to go far beyond its sports drink origins.
Click here to read the story at fastcompany.com.
Discussion Questions:
- What is a brand?
- What is brand extension?
- How might this story illustrate the concept of brand extension?
- What are some examples of brands owned by PepsiCo?
- What is a marketing plan?
- Why are marketing plans important to a business like PepsiCo?
- Why do you think PepsiCo is bringing brands like Muscle Milk and Propel under the Gatorade umbrella?
- Why do you think it decided to communicate those plans to consumers during the Super Bowl?
- What is consumer behavior?
- What has PepsiCo learned about consumer behavior as it relates to consumption of protein drinks (and other supplement drinks) and sports drinks, based on information from this news story?
- How might that information have influenced its marketing decisions?
- What is competition?
- What is market share?
- How does market share help to paint a picture of the competitive landscape in any given industry?
- According to this story, how much market share does Gatorade have in the sports drink market?
- Coca-Cola is aggressively pursuing more market share with its BodyArmor and Powerade brands. How much do you think Coca-Cola’s intensified efforts to gain market share might have influenced PepsiCo’s decision to bring its other sports performance brands under the Gatorade umbrella?