Gatorade And Gatorade During A Prolonged Period Of Exercise

Gatorade is a flagship brand of PepsiCo and has a commanding 75% market share of the sports nutrition beverage marketplace globally, being sold into 80 different countries according to the latest PepsiCo annual report published in late 2011. Gatorade's success in branding and product marketing has actually expanded the global market for sports nutrition beverages during the late 1990s and into the 21rst century. Recently however the company has faced many channels including product line extensions of the last decade which failed to deliver strong results (Pollack, 1997) and a more critical analysis of their ingredients as many of their beverages are sold in public schools (Tallon, 2009). Despite these challenges however, Gatorade continues to experience strong market share and growth. The intent of this analysis is to evaluate and provide recommendations for each of the four areas of the marketing mix including product, price, promotion and place or distribution.

All throughout an athletes life they are told to drink plenty of water, and replace their fluids. Athletes are told this enough to the point where it makes numbs them since they heard it so many times to the point where they forget the extreme importance of proper hydration, proper hydration. Proper hydration is not only key to optimum health, but also to great performance. Athletes are told to drink plenty of water, but do they really know why? It is this writer’s opinion that a greater understanding of proper hydration can lead to better health and performance for athletes and help spread awareness for dehydration and over hydration.

As you watch the Gatorade commercial you notice that Gatorade wasn’t only promoting hard work and dedication, but they were also promoting hydration, strength, power, and energy. Dedication is shown by waking up early in the morning, going for your daily jog or walk, while others are still sleeping. Staying hydrated helps the body keep moving and fully functional. Gatorade shows the importance of hydration by athletes taking breaks between workouts. Hydration also reduces the risk of cramps and soreness. Gatorade promotes energy by showing, before eating a Gatorade chewy the athlete did not have the energy he needed to start his morning run or weight lift. However, after eating the chewy they instantly gained energy. Power is symbolized by the lightning bolt, which

Gatorade was made in the mid-1960 in Southern Florida by Robert Cade. The originally flavor was Lemon-Lime. Many athletes would drink Gatorade to refresh themselves before returning to the game. The NFL was one of the first sport league to allow its players to drink it. By the 1970’s it was popular for many children and young adults. In the 1980’s teams celebrated their victories by

This study focuses on the effects of ingested caffeinated energy drink compared to placebo in three different sports, rugby, soccer, and volleyball. Each sport had a dissimilar number of participants, including male and female. The effects were analyzed under different circumstances in each sport performed. A few materials were used during the activities to monitor precisely the changes in all participants’ bodies. This study illustrates significant positive changes and improvement in all participants’ performances when they ingested a caffeinated energy drink.

Marathon runners put their body through great physical challenges, but in order to prevent physiologic harm, the normal fluid and electrolyte status of an adult marathon runner is important to know. For a normal adult male, the total body water (TBW) in relation to body weight is about 60%, and in females, the percentage is 50 (McCance, 2010). About two thirds of the TBW resides in the intracellular fluid (ICF), in other words blood, and the rest of the TBW remains in the extracellular fluid (ECF), interstitial and intravascular (McCance, 2010). Depending on the age, sex, percent of body fat and exercise status, the TBW will vary among individuals, which is very important in considering the manifestations of fluid replacement in marathon running (Duvillard et al, 2004).

The Gatorade sports drink was founded in 1965 by a group of university physicians at University of Florida after an assistant coached asked the why his football players were so affected by the heat. This lead to the discovery and invention of a carbohydrate and electrolyte drink to help replenish and refuel the nutrients lost through sweat and exercise. The University of Florida’s mascot is the Gator, which is how they came up with the name Gatorade. PepsiCo acquired Gatorade in 2001. Gatorade also has a 69.5% market share in sports drinks.

Have you ever gotten a sports drink instead of a soda thinking you were choosing a healthier option? Well this might change your perspective. Powerade and Gatorade are just watered down soda; yes,  it gives you electrolytes which is what you lose when you sweat, but that does not mean it is good for you. There are many other healthier ways of getting electrolytes than by just drinking a sugar drink. In the Powerade article written by the company does not argue about how water is not helpful to athletes and does not have the opposing argument. Although the gatorade article written by David R. Lamb they make it more persuasive than informational.

It is important for anyone doing physical activity to keep well hydrated, for performance to be at its best. Sports drinks are specially formulated to help people rehydrate during or after exercise. Drinks such as Gatorade and Powerade contain the main electrolytes and carbohydrates, which are used by the working muscles, to maintain optimal sports performance (Medindia.net, 2014). The acidity of sports drinks and the sugars, is raising health concerns, and creates unnecessary calories. (Nutritionwonderland.com, 2014) Sports drinks are proven to only be necessary when working intensely for over 90 minutes, so an athlete running a marathon may need a Powerade, but water is the best source of hydration for exercise of 90min or less.

1.Attention device: Did you know that there was actually a Gatorade and beer mixture called Hop’n Gator. It was made by the Pittsburgh brewing company and sold until the mid- 1970’s. 2. Topic Revelation Statement: Today I am going to be informing you all on the sport drink Gatorade. 3. Significance Statement: This is a drink that has changed the way athletes perform. It is so effective that it is actually given to refugees to aid in dehydration. 4. Preview the main points today I will be going over a brief history of Gatorade, current products, and the future of Gatorade

Sports drinks can do things that water normally can't do. Water is useful by keeping hydration. Sports drinks can do more. According to Source A, sports drinks provide electrolytes and carbohydrates. Both nutrients offer energy boosts that can give longer workouts. Second, sports drinks have bette flavor than water. According to Source B, sports drinks are more appealing to people because of flavor. The flavor of the sports drinks are enjoyed by most people. This means that people will drink more of the sports drinks to have better hydration. Finally, sports drinks have better recovery than water. According to Source C, the type of drink to use depends on how long the activity was. Sports drinks are used for longer durations because the nutirents it gives. The added nutrients also give a performance boost, so sports drinks not only give energy, it also increases how well someone does an activity.

As well, sport drinks have the ability to provide a subject with an increased amount of endurance for their exercise. One reason why sport drinks have this capability is due to the carbohydrates found in the beverages. These carbohydrates exist as either of two sugars, sucrose and glucose-fructose, which provide the energy for the body that makes sport drinks better to use during exercise than water (Tsintzas 155). Carbohydrate consumption allows athletes to work harder for longer periods of time and to feel better while doing the exercises. A recent study determined that runners who had only water to drink lost speed during the race compared to those who had sport drinks. Also, performance time was faster in runners who consumed the sport drinks as opposed to water. It was only during the final 17.2 kilometres of the race that the performance times began to differ and the runners who drank the sport drinks ran faster (Tsintzas 156). Furthermore, the exercise intensity was higher towards the end of the race from those runners who had the sport drinks. As with most performance enhancing implements, sport drinks have potential drawbacks.

Gatorade has emerged as the global leader in sports nutrition beverages by continually managing their brand to signify high energy, athletic excellence combine with one of the most efficient new product development and introduced processes in the beverage industry. As a result of being able to consistently synchronize these many components of their business so well, Gatorade today holds a 75% market share in the sports nutrition market globally today. Gatorade is owned by PepsiCo, which has made it possible for the company to sell in 80 countries today. Gatorade relies heavily on the PepsiCo distribution and retail network globally. Gatorades' revolutionary approach to managing branding for beverages has served to increase the total market size for this product category globally (Huang, Sarigöllü, 2012). Despite the continued widespread adoption of Gatorade as a healthy energy drink, the company has encountered resistance to its brand and the ingredients used for creating the many variations of Gatorade energy drinks (Tallon, 2009). Despite these setbacks the Gatorade brand continues to experience exceptional growth and stability over time.

If someone doesn’t have enough electrolytes in their system then they can’t function. Electrolytes are important because they are what certain cells-such as nerve, heart, and muscle- use to sustain voltages across their cell membranes. They are also what cells use to carry electrical impulses, as in nerve impulses and muscle contractions, across themselves and to other cells. Kidneys work to keep the electrolyte concentration in blood constant in spite of changes in the body. Again, when exercising, the body loses most electrolytes in the sweat; sports drinks which contain sodium chloride or potassium chloride are consumed after the workout to provide the body with the energy it just lost. They also contain added sugar and flavorings to the drinks to give extra energy and to make the drink taste better. People also drink other drinks after a workout because they feel that it obtains the energy more effectively.

Maughan, R. J., Owen, J. H., Shirreffs, S. M., & Leiper, J. B. (1994). Post-exercise rehydration in man: effects of electrolyte addition to ingested fluids. European journal of applied physiology and occupational physiology, 69(3), 209-215.