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Popsop.ru. Дизайн упаковки. Дизайн бренда Gatorade’s redesign didn’t boost sales


According to Gatorade's report its sales in the second quarter have been down to 6 percent despite the recent redesign and marketing "G" campaign. As a result, Catorade's market share in its category has fallen to 75 %, down from nearly 80% a year ago.

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As PepsiCo's CEO Indra Nooyi explains, that sales decrease caused by casual Gatorade drinkers who were not sportsmen and were buying the drink simply for the taste.

Sports drinks category in general lost in sales as most of casual consumers switched to other bottled drinks or tap water.

Indra Nooyi said the company will keep stable pricing and create additional products lines. Any details of the further Gatorade's marketing strategy were not disclosed.

via www.bevnet.com

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