Competitive Edge - Sports & Entertainment Marketing News

All day hydration’: Gatorade expands sports drink brand with new Gatorade Water

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Gatorade is already a major player working to quench thirst for athletes and exercisers. Now, the well-known brand is aiming to keep you hydrated all day long.

Click here to read the story at usatoday.com.

Discussion Questions:

  1. What is the difference between the marketing of sports and marketing through sports?
  2. What is a brand?
  3. Is Gatorade a brand?
  4. What is brand loyalty?
  5. Do you think Gatorade customers are brand loyal? Why or why not?
  6. What is an example of how Gatorade markets its brand through sports?
  7. How has marketing through sports helped Gatorade to build its brand?
  8. What is positioning?
  9. How has Gatorade positioned its brand?
  10. What is brand extension?
  11. How might this story represent an example of brand extension?
  12. Why would Gatorade introduce a water product?
  13. How are they positioning the new product?
  14. What is competition?
  15. What is the difference between direct and indirect competition?
  16. Which brands might represent direct competition to Gatorade’s new product?
  17. How might the positioning strategy and/or brand loyalty provide Gatorade with competitive advantage?
  18. Do you think the new Gatorade water product will be popular with consumers? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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