The Powerade ION4

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Recommended: Coca cola business background

The Coca-Cola brand is the leading one in the beverage industry in the world. This company is the biggest producer, seller, and distributor of soft drinks and syrups throughout the globe (Oliver, 1986). In the US, it is the most popular and largest corporation. This firm is widely recognized through its popular product Coca-Cola which was discovered and made by John Smith in the late 1880s (Hays, 2004). Except of this core product, there are a number of other ones. Specifically, one of the major products made by the company is Powerade. This is a sports drink made from a combination of water, syrups, electrolytes and carbohydrates that help active people replenish the water and electrolytes lost after intense physical activity (Coca-Cola, 2014a). …show more content…

In 2009, Coca-Cola re-launched Powerade as Powerade ION4. Powerade ION4 was sold in three different flavors, namely orange, berry tropical, and cherry. This new and enhanced formula integrated four major minerals that are lost by the body through sweat in an isotonic sport drink. These minerals were sodium, calcium, magnesium, and potassium (Coca-Cola, 2014b). Powerade became popular and its sales increased significantly. Subsequently, Powerade ION4 helped to raise the brand’s market share to 22% in 2009, with the effect of reduction of Gatorade’s share to 77% (Blanding, 2010). This increase in market share has continued, with Powerade having a 28.5% market share, while Gatorade had only 70% as of 2011.
To sum up, a very important way in which this form of innovation and product enhancement has helped the company is the competitive edge. After the Powerade ION4 was introduced into the market, the market share of Powerade increased from 14% to the 30% in 2011. The introduction of this new product was a major innovation on the part of Coca-Cola, as it helped the company to compete more successfully with its main rival PepsiCo, resulting in the increase of market

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