In spite of being successful in its bubbly theme, pepsi wants a new market, targeting a niche segment. Pepsi would produce its health drink Gatorade at its Aurangabad plant. For this health drink segment, Pepsi has zeroed in on bulk water, Tropicana juices, Lipton ice tea and Gatorade to market its health platform in India.
According to Pepsi officials, Gatorade was formulated by researchers at the university of Florida in 1965 to help its football team, Gators, prevent dehydration when they played in the swamp-like heat. Pepsi claims that the drink has been formulated to replace fluids and electrolytes and provide energy to improve athletic performance. It "quenches deep body thirst", says its website www.gatorade.com.
It was launched last year and was sold along with the Tropicana distribution channel. But how many people would love to grow healthy with a drink that costs Rs 45 for a 500 ml bottle, is a matter of question. Personally, I would prefer fruit juice and Glucon D to such artificial health drinks.
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