GLOBAL CITIZEN LEADERSHIP

VARUN BEVERAGES

GATORADE
SPORTS DRINK

THIRST QUENCHERS
Girish Margaje
Ninad Patil
Darshil Zalawadiya
Aditya Totade
Reann Verghese
Nishika Nemani
Problem Statement

Buying Behaviour
Analysis for a Sport Drink
 Our Team

Ninad Patil Reann Verghese Girish Margaje

Team Leader Communicator Strategist

Darshil Zalawadiya Aditya Totade Nishika Nemani

Creative Specialist Analyst Coordinator
 Team Charter
Roles & Responsibilities Strenghths
Ninad- Team Leader Leadership, Perfectionism
Darshil- Creative Specialist Hardworking, Self-Sacrificng
Aditya- Analyst Mission Team Goals Fearless, Inflexible
1. Successfully complete all team
Reann- Communicator Diverse Minds projects with quality and on time. Empathy, Impatient
2.Build a supportive and growth- or
Girish- Strategist Shared Goals oriented team environment.
Responsible, Introvert
Nishika- Coordinator Endless Fun 3. Ensure work-life balance by Creativity, Time
respecting personal time and
THIRST creating realistic deadlines. management.
QUENCHERS
Value Scope
Collaboration To work cohesively on
Growth projects and tasks that
Integrity require innovative thinking, strategic
Creativity planning, and collaborative execution,
Respect time Respect ensuring high-quality outcomes.
Communicate openly
Support each other Creative Show-and-Tell
Celebrate Wins Celebration Rituals
Adapt and learn Role Swap Day
Team Norms Fun Events
 Stakeholder Map
Primary Secondary Tertiary
Competitors
Customers Suppliers

Employees Investors Regulatory Authorities

Health & Fitness

Retailers Communities
Influencers

Sports and Fitness

Distributors Environmental Groups
Organizations

Marketing and Advertising

Brand Ambassadors Media
Agencies
Varun Beverages​

Varun Beverages Ltd. (VBL) is a major franchisee of PepsiCo, and as such, they offer a wide range of beverages
under the PepsiCo umbrella. Here's a breakdown of their key product offerings:​

Carbonated Soft Drinks (CSDs)​ Non-Carbonated Beverages (NCBs)​

Colas Pepsi, Pepsi Black Tropicana slice, tropicana

Juices juice,7UP, nimbooz

Flavoured
Mirinda, Mountain dew,
carbonted Hydration
7UP, Evervess Aquafine
drink

Energy Sports
Sting Gatorade
drink drink
Background and History
Gatorade is a very popular sports drink designed to help athletes and active individuals rehydrate, replenish electrolytes, and refuel
energy during or after exercise. Here's a breakdown of what makes Gatorade unique:​

​
- Origins: Created in 1965 by researchers at the University of Florida for the Gators football team.​
​
- Ownership Timeline:​
Acquired by Quaker Oats (1983).​
Integrated into PepsiCo (2001, $13.4 billion acquisition​

- Global Reach: Available in over 80 countries.​

Gatorade in India via Varun Beverages​

Distribution Partnership: Managed by PepsiCo India and supported by Varun Beverages Limited (VBL).​

Market Adaptation: Catering to India's growing fitness culture.​

Position: Premium sports drink facing competition from ORSL and local products.​
 India
sports drinks
industry
overview​
 Competitor Analysis for Gatorade
Gatorade is a dominant brand in the sports drink market, but it faces significant competition from other
hydration-focused drinks. Here’s a competitor analysis based on the ingredients, features, and target audience

Key Parameters for Analysis

1. Electrolyte Content (Sodium, Potassium)
2. Sugar Levels (Energy provision vs. health concerns)
3. Additional Features (Caffeine, protein, vitamins, etc.)
4. Target Audience (Athletes, fitness enthusiasts, general hydration needs)
Price and Availability

Competitor
Your paragraph
Analysis fortext
Gatorade
 Market Share of sports drink in India​
others
12.9%

The coco cola company

6.5%

Thai Beverages
6%

ujarat Cooperative Milk marketing

Split of Pepsi.Co. Inc in 62.7%
3.7%

Gatorade Endurance
PepsiCo. Inc.(Gatorade)
Cipla Limited 8%
62.7%
8.2%

Gatorade zero
23.9%

Gatorade Original
63.8%
 Method of Primary Research

To understand the initial perceptions about sports drinks and

Gatorade as a niche, we conducted a two-fold study:
•Consumer Perspective: Consumers were asked about their first thoughts and
associations when they hear the term "sports drink”. Their responses helped us
gauge their spontaneous impressions and awareness levels.

•Retailer Behavior: Retailers were asked to provide a sports drink upon request,
and their first response was observed. This exercise shed light on their understanding
of the category and product preferences.

This approach aimed to identify the immediate recognition, positioning, and

differentiation of Gatorade within the sports drink segment.
Primary Research: Combined Analysis
Key Findings from Primary Research on Sports Drink Perceptions​

Unawareness & Misconceptions​

Consumers and retailers often confuse sports drinks like Gatorade with energy
drinks.​
Limited awareness of Gatorade’s hydration and performance benefits.​
Cost Sensitivity & Preferences​
Gym-goers prefer affordable alternatives like Enerzal and Electral (18 INR).​
Cricketers rely on Glucon-D and water for hydration.​
Flavor & Packaging Feedback​.
High sugar content and limited flavor variety are key complaints.​
Consumers suggest more appealing packaging and new flavors.​​
 Retailer Insights – Market Penetration Challenges

Title: Challenges Identified in Retail Distribution​

Stocking Issues​
1. Only 25% of stores actively stocked Gatorade, mostly in Tier 1 cities.​
2. Tier 2/3 cities face supply chain gaps and poor distribution.​
Visibility & Categorization​
1. Gatorade often placed deep inside refrigerators, reducing impulse purchases.​
2. Retailers promote energy drinks like Red Bull or Sting as substitutes.​
Missed Opportunities​
1. Pharmacies and small stores lack sports drinks entirely, highlighting untapped
markets.​​
 Primary Research: Store Survey Analysis
1.Key Store Categories:
25% actively stock & promote Gatorade.
35% stock energy drinks exclusively.
20% have no sports/energy drink inventory.
Limited SKU availability: Only 20 INR Bout variant found.
Category confusion between sports and energy drinks.

2. Critical Insights:
Distribution gaps in smaller retail outlets.
Opportunity in pharmacy channel development.
Strengthen distribution network for consistent supply.

3. Action Recommendations:
Implement retailer education programs.
Develop smaller SKUs (Stock Keeping Units) for wider retail presence.
 Mermaid Gantt Chart

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2
 Customer Journey Map
Target Audience
Personal Story
Advertising

Price Point
Social Media
Brand Benefit
Sports Enthususiat
Product Variety
Community Engagement

Awareness Engagement Purchase Endrosement Loyalty

Pricing and Promotion Sports Sponsorships

Referral Rewards
Product Sampling Online Retail
Fitness App
Ambassador Programs
Digital Engagement
Retail Visit
Emotional Connection
Education Campaign
 User persona​
Customer Persona: Khush Jain
Age: 22 | Gender: Male Purchasing Behavior:
Occupation: Businessman Buys Gatorade for post-workout hydration
Location: Mumbai Considers it an energy drink
Lifestyle: Purchases from a regular grocery store
Active and health-conscious Pain Points:
Regular gym-goer focused on Concerned about excess sugar or artificial
weightlifting sessions ingredients.
Fitness Goals:
Enhance performance during workouts
Quick recovery from physically straining activities
Dietary Habits:
Balanced diet with occasional indulgences
Drinks protein shakes and electrolyte beverages
Prefers low-sugar or zero-calorie options
 Recommendations for Improvement​

Title: Strategies for Enhanced Market Presence​

Awareness Campaigns​
Educate consumers and retailers about sports drink benefits vs. energy drinks.​
Target athletes and gym enthusiasts with localized marketing.

Product Innovations​
Introduce sugar-free options, appealing flavors, and convenient packaging like cans.

Retail Activation​
Improve display visibility and accessibility in stores.​
Expand distribution to Tier 2/3 cities and pharmacies.​
 Research Paper

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