We drink because the celebrity drinks: celebrity endorsement for brand building

Now a day’s endorsement by somebody like celebrities is getting over the turf. If you are attached to any of the celebrity then surely you want to know about the brand. Whenever we see our favorite brand actor, we want to imitate them. Celebrity endorsements are sure shot in countries like India as so many want to be them, feel a closeness to them and the more we see them the more we know them and want to have what they have. 

This is the basic reason behind the grand success of celebrity endorsement, as soon as endorsement works it results in selling. Let’s talk about GATORADE, a Pepsi co. Product, the company have targeted the athletic market and replaced water as a hydrant. The dialogue of the 21^st century has changed to “Drink Gatorade and you will be the athlete of the century”.

The new communication strategy of the company was unquestionable and as operated by the most dominant players of the food and beverage. On the other hand water companies are not standing up nor are the fitness folks saying water is the best hydrant. Gatorade has even become a staple in celebrations in rewarding a coach with a Gatorade bath after the big one.

 Now, if you will ask anyone in the cricket/football field about their new choice, they will say it (Gatorade) makes them stronger and smarter. So, where the position of pure water in our life...is just a product lunch and its favourite brand endorsement has changed the way we see it.....what more could a body ask for..It is the end of pure water or start of product innovation.

Today, Gatorade is sold in 78 countries in North America, Europe, Latin America, the Middle East, Africa, and Australasia and has become a global brand.

US market -80% of sport’s beverage market has been captured by brand “GATORADE”.

Earlier some decades ago, Gatorade owned about 90% of the market, but its share slipped below 80% earlier this decade. In the past six months, however, Gatorade lost four full points and now claims only 75% of the market. Coca-Cola-owned rival Power Ade, meanwhile, climbed to 24% market share by volume during the first half of this year after spending the past year at 22%. 

Just check out these companies’ product marketing and sales strategy.It shows that if you will lose something somewhere unknowingly or knowingly, while the market is watching over you, just try to save the share of other one. Because the completion in the global market place is just a throat cutter.

The marketing of Gatorade illustrates effective product and brand management in a dynamic marketplace. While on the other hand competitors like The Coca-Cola Company, Energy Brands Inc. Red Bull GmbH are not lesser then the market leader.