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.

Click here to read the story at cnbc.com.

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?