Gatorade revitalized by reconnecting with the core customer

gatoradeIn a recent HBR article, David Robertson highlights how Gatorade addressed a decline in sales by re-engaging with its core customer – the elite athlete. They found that while elite athletes needed to hydrate throughout competition, they also loaded up with carbohydrates prior to an event and consumed protein shakes after an event to help with muscle recovery.

Gatorade in turn, created energy chews and carbohydrate drinks for pre-event preparations and protein shakes and bars for post-event recovery. At the same time they reduced the number of flavours available of the core Gatorade drink that were available and discounted less.

From a low of less than $4.5 billion in 2009, Gatorade hit $5.6 billion in sales in 2015, and owned 78% of the US market. Competitor Powerade’s growth stopped.

You can read the full article here.

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