Marketing Currents - Business and Marketing Current Events

Gatorade adds caffeine to its lineup with energy drink Fast Twitch


Gatorade is entering the energy drink category with a caffeinated spin-off called Fast Twitch.

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Discussion Questions:

  1. What is competition?
  2. What is the difference between direct and indirect competition?
  3. Based on information from this news story, describe Gatorade’s new product.
  4. Who might represent competition for the new product?
  5. Why do you think Gatorade would want to enter the energy drink market?
  6. Do you think determining a product name represents an important part of the product management process? Why or why not?
  7. Why do you think Gatorade decided to name the new product Fast Twitch?
  8. What is product differentiation?
  9. What has Gatorade done to differentiate Fast Twitch from Red Bull?
  10. According to this story, when is the new product supposed to launch?
  11. What is packaging?
  12. Why do you think Gatorade chose the packaging strategy described in this article?
  13. What is a demographic?
  14. Which demographic will Gatorade target with its marketing for the new product? Why?
  15. What is sponsorship?
  16. Why do you think Gatorade sponsors the NFL?
  17. How might that sponsorship help build awareness for the new product?
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.