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Gatorade Final Project

April 25, 2012

Niko Vergis

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Table of Contents

3) Execution Summary

3) Introduction/Background

4) Situation Analysis

7) Primary Research Information

8) Characteristics of the Final Sample

13) Summary of Research Findings

22) Recommendations

23) Focus Group Moderator’s Guide

23) Questionnaire

27) Focus Group Objectives

28) Focus Group Survey Follow-Up

29) SWOT Analysis

31) Sampling Plan and Data Collection Plan Worksheet

32) Works Cited

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EXECUTIVE SUMMARY

Our main goals for this survey were to see if people would choose Gatorade over

a competitor, and to find out if Gatorade should be marketed towards women and men

separately. We also wanted to know what would boost sales for women, and to

understand people’s overall knowledge of the Gatorade G-Series. Finally, we wanted to

figure out if a low-calorie, or sugar free, Gatorade would be successful. In the process of

conducting our survey, we found many intriguing facts. For instance, we found that

Gatorade was the preferred drink between Powerade, SoBe Lifewater, and Vitamin

Water. We found that most of the population are aware of the G-Series line, but do not

have knowledge about the specifics. Lastly, we found that a substantial amount of people

would purchase sugar free Gatorade, and that a low calorie drink would be a great

product to successfully market towards women.

INTRODUCTION/BACKGROUND

The product we studied was Gatorade. Gatorade is a company owned by

PepsiCo, and is distributed in over 80 countries. The beverage was first developed in

1965 by researchers at the University of Florida. The goal of the product was to

replenish the combination of water, carbohydrates, and electrolytes that the school's

student-athletes lost through perspiration during rigorous athletic competitions. They

wanted to formulate a drink that would stop second half fatigue during Florida Gators

football games.

Soon after that Gatorade became the world’s leading sports drink. Gatorade has

many different lines of products that they market to different selections of people. The

main focus is specifically for athletes.

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The marketing research issues that we focused on in this study included women

not being marketed to correctly, and also the G-Series was not marketed correctly either.

The results showed that there was not enough public understanding of the products and

its benefits, and that there is not a good understanding of women's needs from sports

drinks.

SITUATION ANALYSIS (SECONDARY RESEARCH ANALYSIS) SUMMARY

Below is an overview of the Gatorade brand and the category of sports drinks,

followed by Gatorades competitors.

In 1983, Quaker Oats bought Gatorade from Stokely for $220 million dollars.

Gatorade expanded its international distribution under Quaker Oats ownership.

Quaker Oats past success in marketing Gatorade to the public has achieved a

dominant position for their vastly popular sports drink that the brand name has

almost become a generic term for the category.

In 2004, sales linked to Gatorade were 1.22 billion dollars, estimated at 75% of

the market share among sports drinks.

Gatorade’s marketing and advertising expense declined over 40% in 2005-2009.

Also the brands share of voice over competitors was lost, totaling 50% over the

four years.

Gatorade has many different product lines including, Rain, Frost, Lemonade,

Original, X-Factor, Xtreme, Fierce and fitness water called Propel. There are also

two different flavored energy bars.

The rebranded “G” series featured a brand new logo for the company in 2010 and

was intended for high school athletes.

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The launch of “G” caused a 6.5% increase in 2010, which was an improvement

from the 13% decline the previous year.

In June 2010, the growth spiked to 24% by August 2010 before moderating into

the fall.

Currently PepsiCo has increase their advertising spending approximately 30%

overall. $60 million dollars was to be spent on product placement into Simon

Cowell’s music competition X Factor.

Two current brand-marketing strategies used are professional athletes as brand

ambassadors or opinion leaders, and the other is a wide product line.

The main media mediums Gatorade uses were magazines, television and internet.

They also used on screen sponsorships by putting the logo on cups or bottles,

coolers, chairs, and towels during game time.

Competition

Average Powerade prices declined nearly 2.5% over the last 12 months, while

average Gatorade prices only declined 1%.

The competition’s strategies attracted new consumers & created different

consumption occasions through competitive branding and tactics such as

promoting energy ingredients, including electrolytes, vitamins, minerals, and/or

amino acids.

Currently, Gatorade prices vary from retailer to retailer but the standard 250ml

sports drink price varies from $1.29 to $1.59, which are lower than its competitor

Powerade, which varies from $1.79 to $1.99.

Vitamin Water was introduced in 2000 in New York. In 2007, Coca-Cola bought

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Glaceau for 4.1 billion dollars, which included Vitamin Water, Smart Water,

Vitamin Energy and Fruit water.

After Coca-Cola bought Glaceau the company’s U.S. volume grew 133% in 2007

and the enhanced flavored water segment made up of 34% of the company.

The sports drink reported $190.5 million in dollar sales across food, drug and

mass channels.

Focus Group Results

In the focus group, we wanted to ask basic who, what, where, when, and why

questions about Gatorade and its consumption. Questions on the flavors, product

selection, competitors and branding strategies were also asked of the focus group

participants. During the process of the focus group, results from each question continued

going back to the issue that Gatorade was an unhealthy drink pertaining to its sugar

content. It was mostly women speaking of the issue and redirected the issue stating they

would rather drink a protein shake or juice if they felt the need to consume a sugary

beverage. Our focus group also did not like the new look of Gatorade and wanted the

classic look back. In addition, some participants did not know what the “G” series was.

Below is a consolidation of the responses and results that were given to us;

The drink is associated with physical activity.

Consumed 2–3 times a week.

Would rather have the classic look and flavors back on the brand.

Too much sugar, would rather drink protein or juices.

Would like to see a different segment of Gatorade marketed towards women,

with a new low calorie sugar free formula.

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Many are confused and dislike the “G” series and few have never heard of it.

Strengths that have stayed consistent for the brand were, the packaging shape,

the image that is connected to sports, athlete endorsement and is considered a

more traditional sports drink in the category.

Weaknesses mentioned include competitors like Vitamin Water and how it

has a lighter flavor and marketed to women more efficiently.

Changes that our focus group would like to see are, less sugar, classic style,

better ergonomically shaped bottle, and expand Gatorade out into fast-food

restaurants.

PRIMARY RESEARCH INFORMATION

For our project as marketing researchers, we collected new and original data. This

means we used primary data information to complete the project. Primary data can be

collected using a variety of research techniques, such as focus groups, survey,

experiments, and sometimes mystery shoppers. When conducting our research we used

different techniques and methods. We used exploratory research, both qualitative and

quantitative. For our qualitative research we conducted a focus group on Gatorade. Some

of the advantages of our focus group were that it was a fast and easy way to gather

information. We were able to obtain general background information about the topic of

Gatorade and also get hold of consumer’s impressions of our product among other things.

For our quantitative research method our group conducted an online survey. This

survey was a non-probability type survey that did not include random selection. We

found this method of sampling most beneficial for our project because we chose the

people who we wanted to survey using convenience. This method was also helpful

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because of the time limit and monetary constraints we had while conducting our research.

There were certain research objectives we wanted to determine. The first

objective we wanted to determine were the two most helpful ways to gain more women

interest in Gatorade. Next, we wanted to determine if separate advertising campaigns and

marketing strategies for men and women were needed to better market Gatorade as a

product. If needed, then we wanted to determine what the best strategies for marketing

towards women would be. We also wanted to determine the percentage of our target

population that had switched to another sports drink competitor and the reasons why.

Finally, we wanted to determine the percentage of our target population that would

purchase a new sugar free Gatorade and what issues the G-series had with the general

public.

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CHARACTERISTICS OF THE FINAL SAMPLE

Chart 1

n=81

The chart above shows that the majority of our respondents were female, but the

difference in percentage between male and female respondents was minor.

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Chart 2

n=81

The chart above shows that the majority of our respondents were within the age

group of our target audience, which was 18-24. A small percentage of our respondents

were 17 or younger and 35 or older.

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Chart 3

n=81

The chart above shows that the majority of our respondents feel favorably

about Gatorade as a product. A small percentage responded unfavorably to Gatorade as a

product.

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Chart 4

n=104

The chart above shows the respondents’ preference over energy-enhancement

drinks. The majority of our respondents prefer water, followed by a high percentage for

sports drinks. The minority of our respondents, prefer energy drinks.

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Chart 5

n=146

The chart above shows the significance that specific factors have on women’s

decision to not consume Gatorade products. The leading concern is the high amount of

calories in Gatorade, followed by the nutritional value. Opinion leaders, flavors, results,

and ads are slightly relative to women’s decisions of Gatorade consumption. Brand name

and packaging are almost completely irrelevant.

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SUMMARY OF RESEARCH FINDINGS

Research Objectives

1) List the top two most helpful ways to gain more women interest as Gatorade drinkers.

Through our findings, we found that women would be more interested in

Gatorade products if we had low calorie and sugar free options. Women found

nutritional facts most important in their choice of sports drinks and it factored into their

decision on whether or not to purchase Gatorade.

Chart A

Chart A # %

Cut Down the Sugar 48 59.3

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Chart A # %

Stick to the classic flavors

9 11.1

Add more inventive flavors

20 24.7

Be more convenient to the public

13 16.0

Work on marketing strategies

7 8.6

All of the above 6 7.4

None of the above 10 12.3

N=65

The chart above shows that cutting down on sugar would help make Gatorade an overall

better product.

Chart B

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Chart B # %

Brand Name 2 2.5

Flavors 8 9.9

Opinion Leaders 12 14.8

Nutritional Value 41 50.6

Results 10 12.3

Calories 57 70.4

Packaging 4 4.9

Ads 12 14.8

N=81

This chart shows that calories and nutritional value were the two most important reasons

why women might not want to consume Gatorade products.

2) Determine if separate advertising campaigns and marketing strategies for men and

women are needed to better market Gatorade as a product. If needed, determine

what the best strategies for marketing towards women would be.

Through the skip question tactic we asked women specifically what would

prevent them from purchasing Gatorade. Chart B shows that calories and nutritional

value was the main reason why they wouldn’t purchase Gatorade. Women are more

health conscious than men so marketing towards men and women separately would help

benefit Gatorade.

3) To the best of your knowledge determine the percentage of our target population

that has switched to another sports drink competitor.

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Through our findings, we found that 23.5% of our target population would

purchase another sports drink brand over Gatorade. This leaves 76.5% of our target

population that would stay with Gatorade.

Chart C

Chart C # %

Yes 62 76.5

No 19 23.5

N=81

4) Determine three reasons why our target population would choose a competitor brand

over Gatorade.

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Our results show that the three reasons why our target population would choose a

competitor brand over Gatorade were flavors, convenience, and nutritional facts. These

three factors were evenly chosen between the participants.

Chart D

Chart D # %

Flavors 26 51.0

Nutritional Facts 22 43.1

Convenience 19 37.3

N=51

Flavors were slightly ahead by a few votes, but for the majority the results show

that these three reasons would all factor into their decision into purchasing another sports

drink brand.

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5) Determine what percentage of our target population would purchase a new sugar free

Gatorade.

Through our survey research, we found that 17.3% of our target population would

definitely buy a sugar free Gatorade, 14.8% would probably buy a sugar free Gatorade,

and 37.0% would maybe buy a sugar free Gatorade. This shows that more than half of

the people who were surveyed would possibly try a sugar free product.

Chart E

Chart E # %

I definitely would buy a sugar free Gatorade

14 17.3

I probably would buy a sugar free Gatorade

12 14.8

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Chart E # %

I might buy a sugar free Gatorade

30 37.0

I probably would not buy a sugar free Gatorade

11 13.6

I definitely would not buy a sugar free Gatorade

14 17.3

N=81

Concentrating on the purple, blue, and orange colors of the pie graph; this shows that the

majority of the target population would try a sugar free Gatorade.

6) Determine the percentage of out target population who knows about the G-series

and describe how much knowledge they have about the product.

We found that 72.8% of the people that we survey heard about the Gatorade G-

series and 46.9% knew that it is a three part hydration system. We then asked about their

overall understanding of the product and 37.0% answered that they were very

unknowledgeable about the product.

This concludes that people have heard about the series but many do not know how

it works. If people do not know how a system works they are more prone to NOT buying

the product.

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Chart F

The chart above shows that the majority of the targeted population is aware of the

Gatorade G-Series.

Chart F # %

Yes 59 72.8

No 22 27.2

N=81

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Chart G

Chart G # %

1 0 0.0

2 2 2.5

3 38 46.9

4 0 0.0

Dont Know 41 50.6

N=81 The chart above shows that most people knew the exact number of the three-part

hydration system or they had no idea what the number was. A small amount of people

thought it was a number other than three.

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Chart H

Chart H # %

1 10 12.3

2 10 12.3

3 20 24.7

4 11 13.6

5 30 37.0

N=81

The chart above shows that the majority of the people surveyed do not know

anything about the Gatorade G-series and some people were somewhat knowledge about

the product.

7) Determine the percentage of our target population who would be willing to pursue the

three-part hydration system called “G Series.”

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43.2% of the target population stated that they might use the Gatorade G-series.

Results also showed that 22.2% of the people surveyed would probably not use the

Gatorade G-series. This shows that most people are uneasy about the product because of

their lack of knowledge about the product.

Chart I

Chart I # %

I definitely would use Gatorade G-series

8 9.9

I probably would use Gatorade G-series

13 16.0

I might use Gatorade G-series

35 43.2

I probably would not use Gatorade G-series

18 22.2

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Chart I # %

I definitely would not use Gatorade G-series

7 8.6

N=81

This chart shows that most people would maybe use the Gatorade G-series.

We found very useful information from the people who took time to fill out our

survey. We learned things that would benefit Gatorade as a company. Of course we ran

into some errors along the way when we conducted our interviews. One of the survey

errors that we came across had to do with the way our survey was written. We left out

the skip question parts of the survey and we didn’t have as many respondents as we had

originally anticipated. The solution here is to re-read all your work to make sure you are

not leaving anything out and to make sure the questions are clear and easy to understand.

RECOMMENDATIONS

After conducting extensive research we found that Gatorade would best benefit

from separate marketing of men and women. Men are the main user of Gatorade, so in

order to boost women sales we need to market to women in a different manner. Women

are more health conscious than men. If we create a sugar free and/or low calorie Gatorade

product, women would be more inclined to buying Gatorade.

Also, we would like to up the sales and knowledge of Gatorades G-series. Many

people have heard about the new series but do not understand how it works or what

exactly it does for your body. If we create a new advertisement and marketing campaign

launching the new series it would give people a better understanding of the product itself.

For example, the marketing campaign should include interactive advertising to show

people one on one how the Gatorade G-series works. This can be done on the streets, on

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major cities, malls, public transportation cites, and at festivals (music, food, street

festivals).

Lastly, by focusing on women sales and G-series sales, we believe that Gatorade

will generate more revenue and create long lasting relationships with their consumers.

Gatorade was already proven through our research to be the number one choice for sports

drinks. Creating a larger demographic for our brand will help Gatorade flourish in the

future.

Focus Group Moderator’s Guide

I. Welcome

“Welcome to the focus group. Today we will be focusing on a topic of interest to you.”

II. Ice Breaker

A. Do you drink sports drinks?

III. Experience with the Category

A. Where do you purchase sports drinks?

B. How do you use sports drinks?

C. How often do you drink sports drinks?

D. What do you believe goes into a sports drink?

E. How do you feel about the selection of sports drinks currently available?

F. What brand/(s) do you drink?

IV. Experience with Your Brand

A. What are your feelings towards Gatorade the sports drink?

B. What do you believe makes Gatorade successful or unsuccessful?

C. How often do you drink Gatorade?

D. What do you like about Gatorade’s Sports Drink selection?

E. What is your favorite flavor? Is it easy to locate your favorite flavor?

F. What would you change?

G. What are the first two words/phrases you think about when hearing the word

“Gatorade?”

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V. Additional Unmet Needs in Category

A. How would you feel if we took away or added flavors/products?

B. Do you look at nutritional facts?

C. Where do you see Gatorade advertisements most?

VI. Summary and Conclusion

“Thank you all for participating in this focus group. You have all given us some great

feedback which is greatly appreciated.”

Questionnaire Development

1. Do you drink sports drinks? Yes No

If you answered no to question one, this concludes your portion of the survey. Thank you for

your time.

The following is a questionnaire designed to evaluate the overall satisfaction with Gatorade

products. Please answer the following questions to help us ensure the quality of our sports drink.

Your name will not be associated with the results from the questionnaire.

Answer the following questions to the best of your knowledge. The questionnaire will only

take a few moments. Circle the answer that best applies.

2. Do you prefer:

3) Sports Drinks

4) Energy Drinks

5) Water

6) None of the above

3. Do you always drink the same sports drink? Y N

4. Out of the list of sports drinks, which ones have you tried. (Check all that applies)

________ Gatorade

________ Powerade

________ SoBe Lifewater

________ Vitamin Water

________ Other (Please specify)

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5. Out of the sports drinks listed in question 4, which drink do you prefer? __________

6. Would you purchase Gatorade over another sports drink competitor? Y N

(If yes, skip to question 9.)

7. Why do you choose a competitor over Gatorade?

Flavors Nutritional Facts Convenience Other __________ (Please Specify)

8. Rate Gatorade as a product on a scale of 1-5?

Bad 1 2 3 4 5 Good

9. How many times a week on average do you drink Gatorade?

0-2 3-5 6-8 9 or more

10. Which is most true about Gatorade flavors?

________ I enjoy the selection of flavors

________ I am neutral about the selection of flavors

________ I would like more selection of flavors

________ I would like less selection of flavors

11. Below is a list of public locations that Gatorade may be available, which of these places have

you seen Gatorade located? (Check all that apply)

_________ Parks

_________ Restaurants

_________ Fast Food establishments

_________ Gyms

_________ Schools

_________ Other (please specify)

12. Have you heard about the Gatorade G-series? Y N

(If you answered no skip to question 16)

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13. How many parts are in the series?

1 2 3 none of the above

14. Rate your overall understanding of Gatorade G-series

Knowledgeable 1 2 3 4 5 Unknowledgeable

15. What is the likelihood of you choosing Gatorade G-series hydration system

_______ I definitely would use Gatorade G-series

_______ I probably would use Gatorade G-series

_______ I might use Gatorade G-series

_______ I probably would not use Gatorade G-series

_______ I definitely would not use Gatorade G-series

16. If sugar free Gatorade was available, how likely would you buy the product?

_______ I definitely would buy a sugar free Gatorade

_______ I probably would buy a sugar free Gatorade

_______ I might buy a sugar free Gatorade

_______ I probably would not buy a sugar free Gatorade

_______ I definitely would not buy a sugar free Gatorade

17. What could be improved by Gatorade? Rank 1-6

___Brand Name ___Flavors ___Opinion Leaders (professional athletes, endorsers etc.)

___Nutrition ___Results __Packaging

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18. What is your favorite type of Gatorade marketing strategy or advertisement?

Commercials Print Ads Opinion Leaders Other__________ (please specify)

19. What is your gender? M F (If answered Male, skip to question 21)

20. What is a big reason why women might not want to consume Gatorade products? (Circle all

that apply)

Brand Name Flavors Opinion Leaders Nutritional Value Results Packaging

Ads Other_______ (please specify)

21. Do you read nutritional facts about sports drinks? Y N

22. What would best help Gatorade become an overall better product (circle all that applies)

4) Cut down on the sugar

5) Stick to the classic flavors

6) Add more inventive flavors

7) Be more convenient to the public

8) Work on marketing strategies

9) All the above

10) None of the above

23. What is your age? (circle corresponding answer)

17 or younger

18-24

25-34

None of the above

This concludes the survey. Thank you for taking time to answer a few question regarding

Gatorade. Your comments will help us better as a company and brand.

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Focus Group Survey Objectives

1)What are four important ways to help gain more women’s interest as Gatorade

drinkers?

Research Objective:

List four ways to help gain more women’s interest as Gatorade drinkers.

2) Should Gatorade split up the marketing between focusing on men and women

individually since they both have separate needs? If so how would we accomplish

this?

Research Objective:

Determine if separate advertising campaigns and marketing strategies for men and

women are needed to better market Gatorade as a product. If needed, determine

what the best strategies for marketing towards women would be.

3) What percentage of our target population has switched to another energy drink

brand?

Research Objective:

To the best of your knowledge determine the percentage of our target population

that has switched to another energy drink brand.

4) What are three reasons why our target population would choose a competitor

brand over Gatorade?

Research Objective:

Determine three reasons why our target population would choose a competitor

brand over Gatorade.

5) What percentage of our population would purchase a new sugar free Gatorade?

Research Objective:

Determine what percentage of our target population would purchase a new sugar

free Gatorade.

6) What percentage of our target population is knowledgeable about Gatorades “G-

series” and to what extend?

Research Objective:

Determine the percentage of out target population who knows about the G-series

and describe how much knowledge they have about the product.

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7) What percentage of our target population would be willing to pursue our three-

part hydration system called “G Series”?

Research Objective:

Determine the percentage of our target population who would be willing to pursue

the three-part hydration system called “G Series.”

FOCUS GROUP FOLLOW-UP: GATORADE

o Users? 4/6 chose Gatorade as their preferred sports drink. 2 were non-users. The

non-user would chose Gatorade over Powerade because they dislike the taste of

Powerade. The females chose Vitamin Water over Gatorade as a source of energy.

o When? Generally, they consume Gatorade when they feel like they want a drink with

electrolytes, flavor, nutrition, and vitamins. They consume Gatorade when playing

sports, at sporting events, music festivals, when they’re sick, and socially. The

non-user said they drink Gatorade if they want something sweeter with more

energy. Another non-user said if they want sugar, they would drink juice.

o How often? The users drink Gatorade 2-3 times a week and the

non-users drink it a few times a year.

Why they don’t? They said Gatorade is too sugary and unhealthy, i.e. some would

rather drink protein drinks when working out. The females think Gatorade would

make them gain weight. They also compared Gatorade to salt, making them crave

water, giving them the urge to consume more liquid.

Where? They purchase Gatorade at 7-11, Walmart, Jewel, Walgreens, and GMC. It

was suggested that Gatorade should be offered at different places like restaurants,

i.e. Powerade is available at McDonald’s.

Advertisement/Marketing: The females thought there was too much sugar in the

Gatorade sports drinks. Females believe that Gatorade should try to market the

product towards women. They suggest low-calorie Gatorade, like Propel and

Vitamin Water.

Classic vs. new products? They don’t like the new image of Gatorade. They like that

the classic products. They feel like the new products don’t taste or give them the

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same experience as the original Gatorade.

o G-Series? Most didn’t know, or if they did know, don’t like the 3 step process

of the G series. It’s too confusing, too time-consuming, and inconvenient.

The 3 steps aren’t conveniently placed together. When they go to the

physical stores, they only see G2, so they can’t grab steps 1,2, and 3

together. They would grab all of them if they believed it would work and

if it was more convenient. A participant referred to “G2” as “G3.”

Packaging/Flavors? They like the packaging, but the problem is that the flavors are

limited in different types of packaging. Females also suggest that the bottle should

come in a smaller option. The only flavor that the females like is the classic

lemon-lime flavor. They believe that flavor expansion would not make a

difference in their Gatorade consumption.

Brand image associated to sports? They like that Gatorade has well-known athlete

endorsements, that the image is connected with sports. When they hear Gatorade,

they think more of sports than it being a sports.

First 2 Words that come to mind? refreshing and flavor, sports drink, salty and

purple, green and salty, michael jordon, sugary, unhealthy, sports, colors.

GATORADE SWOT ANALYSIS

Strengths-

Brand Recognition

Innovation with the sports drink market (uniqueness)

Market leader in the sports drink industry

Science to back up their product

Official sports drink for most if not all sports (including NFL)

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Weaknesses-

Seems to have a wide selection on product. Cannot have a main focus on one

product, somewhat scattered minded with advertising.

They have products that they do not market well. Going onto the website I

never even heard of G Natural which is their natural Gatorade only using

natural ingredients.

Priced relatively high compared to other sports drinks

Poor exposure and sales abroad

Their new three part G series seems to be lost (they have both a G series regular,

fit, and pro.) With three types of options that do relatively the same thing it

confuses customers on which one they should purchase.

Opportunities-

Market/ exposure abroad

Addition to the sports they are already involved in, possibilities in UFC and MMA

endorsements since it is a growing sport.

Possible Gatorade energy drink

Work with local high school and college programs to help promote healthy physical

activity since Gatorade attracts a young demographic

Product and service expansion

Threats-

Powerade **Top competition

Vitamin water

SoBe Lifewater

Propel

All Sport

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Sampling Plan and Data Collection Plan Worksheet Sampling Plan

1. Sampling Frame: We will qualify respondents for participation using filter questions.

2. Sample Size: About 35-40 respondents will be in the sample with each team member interviewing about 7 respondents.

3. Sampling Procedures: We will find respondents using different social networking

sites. We will read each response and see who can get past the filter questions and is actually qualified. The research will be conducted online, which will make it easy to get results because the website will summarize the information. Interviews will be conducted during a one-week period.

We will use a probability sampling procedure. A limitation of this method is that

the population chosen might not be a good representation of everyone.

Data Collection Plan

1. Methodology: We have selected online surveys. We chose this method because it is relatively easy to administer and free. The advantages are that online surveys are low cost, can incorporate visual and audio stimuli and there is no chance for error or bias by an interviewer. Also, large amounts of data can be gathered quickly and there is world wide geographic flexibility. The disadvantages are that people without Internet are excluded, little control over actual participants, and technical computer problems can occur.

2. Distribution: Survey questions will be distributed through a website team members give to potential respondents.

3. Completed Interviews: The definition of a completed survey is that the person

taking it is qualified and completes the entire interview.

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"Glaceau Case Study." Glaceau Case Study: The Rise Of Non-Carbonates In The

U.S. Soft Drinks Market (2008): 1-11. Business Source Complete. Web. 13

Feb. 2012.

Howard, Theresa. "PowerAde's Zero-calorie Sports Drink Takes on Gatorade."

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