I just read a very interesting article written by Rituparna Chatterjee of Rediff India Abroad. In it, Chatterjee talks about the challenges Gatorade and the local sports drink, Stamina, are facing. Gatorade has been in the country for about a year and half. Citizens in the country seem to prefer juice drinks over sports drinks and the price for Gatorade has been accordingly dropped, the publication reports. One of the most interesting parts of the article is the comparison between the sponsorship strategies of Stamina, which is produced by the Gujarat Co-operative Milk Marketing Federation, and Gatorade. Stamina actually has a sponsorship with a hospital, which one local retailer says is a stumbling block in its marketing (In the U.S., Gatorade has always avoided blatant marketing to the sick). Gatorade India has done the same type of affiliation with the trainers that was so important to its growth here in the U.S. One thing that the people at Gatorade in the America would never approve of? They're sponsoring beauty pageants!
April 2007
Darren Rovell's books
Darren Rovell: First in Thirst: How Gatorade Turned the Science of Sweat into a Cultural Phenomenon
Out in bookstores and online NOW. Published by AMACOM in August 2005.Darren Rovell & David M. Carter: On the Ball: What You Can Learn About Business From America's Sports Leaders
Published in February 2003 by Financial Times Prentice Hall.
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Sick Beauty pageants? What's this all about. I'm in marketing and I say market what you can. If the drink is soo good for you why wouldn't they want to market to the sick?
Posted by: Todd Charske | May 02, 2006 at 03:46 PM
Thanks for informing me about Stamina. I play Tennis everyday. Please tell me where exactly is Gatorade available in India. Thanks in Advance.
Posted by: Hiren Shah | March 20, 2007 at 01:32 AM
How to get Gatorade powder in India?
Posted by: Chhaya Deshmukh | May 14, 2007 at 06:40 AM
How and where to get gatorade powder In India?
Posted by: Chhaya Deshmukh | May 14, 2007 at 06:41 AM
please plaease tell me where we get getorade powder in india
Posted by: tejeswi | November 01, 2007 at 01:15 PM
From the connaught place in Delhi,the third big pharmacy(Thayoli Pharmaceuticals) has almost all flavours of gatorade.
In Bengaluru,u can get gatorade near Kunneswaram bus stand.
Posted by: Chathan Varunni | February 25, 2008 at 10:11 AM
that is Interesting, Gatorade not available at grocery stores!!
I was recently going through the F&B industry report and noticed that Gatorade sales are minimal as compared to fruit juice etc. I was surprised that the brand of that stature and no shortage of marketing they had such low sales. But, seeing the above posts, I guess Gatorade needs to figure out its distribution.
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