Marketing Currents - Business and Marketing Current Events

Coca-Cola’s BodyArmor launches zero sugar offering in battle with Gatorade

BodyArmor is launching a zero-sugar product as the Coca-Cola-owned brand takes aim at a similar Gatorade beverage from rival PepsiCo. 

Click here to read the story at fooddive.com.

Discussion Questions:

  1. What is competition?
  2. What is the difference between direct and indirect competition?
  3. Is Gatorade a direct competitor of BodyArmor or indirect?
  4. What are two examples of brands that are indirect competitors of BodyArmor?
  5. What is product positioning?
  6. How might BodyArmor’s launch of a zero sugar product provide an example of positioning?
  7. How might it provide an example of differentiation?
  8. What is market segmentation?
  9. How might the introduction of zero sugar products describe a brand’s segmentation strategy?
  10. Who might represent BodyArmor’s target consumer with the launch of the zero sugar product?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.
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Chris Lindauer

After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.