BodyArmor versus Gatorade : a proxy cola war? /
The case is about New York-based BA Sports Nutrition LLC (BodyArmor), a manufacturer of sports drinks. In August 2020, Mike Repole, the CEO and cofounder of BodyArmor, shared his intention of surpassing PepsiCo-owned Gatorade as a market leader by 2025. BodyArmor had equity investment from athletes,...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2022.
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| Series: | SAGE Business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | The case is about New York-based BA Sports Nutrition LLC (BodyArmor), a manufacturer of sports drinks. In August 2020, Mike Repole, the CEO and cofounder of BodyArmor, shared his intention of surpassing PepsiCo-owned Gatorade as a market leader by 2025. BodyArmor had equity investment from athletes, including the late Kobe B. Bryant. BodyArmor challenged Gatorade through comparative advertisement wars, in which BodyArmor positioned itself as a better source of "hydration" and a more natural product than Gatorade. As Repole intended to beat Gatorade out and be the number one sports drink company in the United States, what strategies can he take to dethrone Gatorade? Can Repole succeed in achieving the goal? |
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| Physical Description: | 1 online resource : illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781529795059 1529795052 |