The full range of Gatorade products for each of its platforms ideally would be “merchandised together, so consumers catch on to the idea that Gatorade meets needs before, during and after exercise,” but anecdotal evidence indicates that is “not the norm, with many retailers merchandising the products separately, in areas ranging from beverage coolers and food aisles to the checkout counter,” according to Natalie Zmuda of AD AGE. Gatorade is “exploring a number of concepts for how it could better educate retailers and ultimately win consumers at the point of sale.” One concept would involve “creating a team of Gatorade employees charged with visiting retailers and explaining products and product benefits, much like Nike does with its Ekin program.” In-Store Marketing Institute Editorial Dir Bill Schober said that Gatorade's conversations with retailers are “likely to center on whether its consumer profile meshes with the retailer's, its ability to maintain and keep stocked any dedicated display, meeting the store's requirements for ceiling and aisle restrictions, and, of course, money.” Stores are also “likely to weigh how unique the proposition is and whether it could set them apart from competitors.” In certain cases, the brand “will be investing in dedicated retail displays.” Gatorade VP/Brand Marketing Andrea Fairchild said that the company is “taking a ‘surgical’ approach to mapping the marketplace, in order to determine ‘points of sweat.’" Zmuda noted a “7-Eleven next to a gym or high school playing field would be an important outlet, for example, while a 7-Eleven off of the highway would not” (ADAGE.com, 8/21).
