Marketing > Sports Drinks Industry Analysis

[1.0] Executive Summary

We have noticed an increasing number of businesses catering to the recent rise of a new target market: the health-conscious consumer. At Nike, our goal has always been to give consumers what they want now, as well as to anticipate their future tastes, and to thus tailor our strategy to accommodate those tastes. We have recognized an unfilled market potential in the non-carbonated energizing sports drink arena, thus developing an entirely new product category.

Our branding strategy is to enter the market by carving a new niche of protein-enriched energizing sports drinks. Our objective is to educate consumers about the new drink, as well as to make a profit and gain market share in the industry. We hope that by being market leaders, our name will become synonymous with the new drink category, and will aid in our sustaining a competitive advantage over the copy-cats that are sure to flock the market after the new products’ introduction and subsequent success.

Our primary target market is 18-34 year old females who will use our sports drink whenever they needed a boost: at work, in the gym, or just when they felt like it. The secondary target market is 18-34 year old males who fall into much the same socio-cultural and economic category as the primary target market. The Nike Motion energy drink will be positioned as a high-end item, costing $2 per environmentally-friendly can. It will come in a variety of fruit flavors and will boast the replenishment of electrolytes and other essential vitamins and minerals.

We hope that high-frequency mass market penetration using multi-media advertisements will spread the word and raise awareness about Nike Motion. National distribution will follow in supermarkets, pharmacies, health food stores, and gourmet retailers. The Nike brand name, accompanied by its strong brand image, will differentiate the product and maintain its popularity via the market leader and differentiation strategy the company has chosen.

 

[2.0] Environmental Analysis

Economic Trends:

The X and Y generations, our target markets, comprise about 110 million people of the United States population. They are, generally speaking, well-educated, and earn relatively higher incomes, thus allowing for much of their disposable income to be spent on health-oriented products, such as the new beverage we are planning to launch, Nike Motion.

Neither positive, nor negative economic trends, such as changes in interest rates, inflation, DGP, etc. are not likely to have a significant impact on our product, since it’s not a high priced luxury item whose demand would be affected by theses factors. The quality of sports drinks consumed doesn’t really depend on the income of the consumers, since these are relatively inexpensive, everyday products. As a general trend however it is worth mentioning that the economy as a whole is growing in the United States as well as in other parts of the world, allowing for an ever increasing standard of living.

 

Cultural and Demographic Trends:

 

Socio-culturally, our target market is health-conscious and youth-oriented. The individuals comprising our target market of 18-34 year old men and women, are generally perceived as individualistic, with a focus on making healthy decisions via food choices (salad bars and the organics market have boomed), and exercise (from going on athletics-oriented vacations, to spending lunch hours in the gym). There is also a change in the lifestyle of Americans, and people around the world: fast paced, always on the go, eating out and socializing more. These people rarely have the time to cook at home, decreasing the regularity of consuming healthy meals. One of the best alternatives of getting the needed vitamins and nutrition is via healthy beverages, such as Nike Motion. The U.S. population’s general aversion to high calorie, high sugar, and high carbohydrate beverages will likely be beneficial to our new product.

Demographically, a traditional family structure is becoming less typical, with an increasing number of couples co-habitating without being married, lower birth-rates, and a greater concentration on health and weight maintenance. As a result of these trends, consumption of youth-oriented products has grown as people strive to be in good shape. The Nike Motion energizing sports drink will provide the energy these people need to accomplish their objectives.

Ethnic trends are likewise changing, with baby boomers retiring, and an increasing young Latino population emerging, along with an influx of Asians. The Hispanic population, becoming the largest minority segment in 2002, has grown 70 percent over the past decade to approximately 37 million (14.1 percent of the U.S. population).¹ These youths lead fast-paced lifestyles, frequently juggling school, work, and personal lives. For the younger generation, regardless of ethnic background, feeling tired is not an option. The popularity of the sports and energy drinks has proven this fact. We at Nike thus believe that Nike Motion will be a tremendous success, appealing to a health-conscious population with our alluring natural ingredients, while simultaneously satisfying the increasing need for energizing products.

Political and Legal Environment:

 

The political environment could have a significant effect on us if we were to market Nike Motion in foreign countries. Constant changes in exchange rates and political systems are important to keep in mind. As to the legal environment, each and every firm operates in nations of laws and rules that have to be obeyed. Coca Cola recently got into trouble due to an advertising message in which they, allegedly, portrayed Gatorade in an unfavorable light. The case was settled outside of court, but has cost millions of dollars for Coke.²

Physical Environment and Technological Trends:

 

The current physical environment, especially in metropolitan areas such as large cities, is very much conducive to the use of our product. Available in a large number of various retailers, our goal is to be the Starbucks of sports drinks – on every corner, there when you need it. Retailers stocking our product will be dispersed throughout the city, with a significant concentration in areas of business and entertainment (for example, in the downtown financial district, as well as near the Broadway theaters), as well as near learning centers and gyms. We want to make sure that Nike Motion is widely distributed and readily available, both to impulse shoppers, as well as for the more traditional type of buyer.

Changes in technology may lower entry barriers and create new product processes. To enter the sports drink industry, large capital investments are required for production facilities, marketing, and etcetera. Technological changes, such as the internet, can create additional possibilities for promotion, via viral campaigns via the internet and emails that are so popular with our target market.

Global Trends:

Due to advances in technology and communication, we can safely say that the world has never been as united as it is currently. The internet, along with television, and to a lesser degree, radio, have served as outlets for disseminating cultural views, and incorporating adaptations of traditional ethnic ideas and beliefs into the mainstream, both within a country and internationally. Products ranging from clothing to music to the culinary arts have become widely accepted. We feel that sports drinks fall into this global category as well. From Europe to Latin America to the United States, lifestyles are becoming faster-paced (though to varying degrees) and are influencing the demand for products that will accommodate such consumer choices. In the last year alone, sales of sports drinks have increased by 10%.³

[3.0] Mission Statement

Nike’s mission states: “If you have a body, you are an athlete.” Nike Motion, the new protein infused energy drink brought to you by Nike, targets the athlete in us all, whether you are on the track or on the couch, by providing hydration and energy with essential vitamins, minerals, and exotic herbs, proven to enhance performance, raise energy levels, as well as enhance mental agility. Nike motion is crucial for both body and mind.

[4.0] Market / Industry / Competition Analysis

Competition Analysis of Sports Drink Industry

Sports drinks experienced a remarkable growth in the late 1990s and early 2000s, growing almost 56 percent between 1997 and 2002. As a result of this increase in demand for sports drinks, a large number of products started flooding the market. This influx, however, is controlled by a limited number of established and powerful companies, namely Gatorade and Powerade. Gatorade, produced by PepsiCo, is a market leader, boasting 80 percent market share. Its chief competitor, Powerade (produced by Coca Cola), accounts for 19 percent of the remaining sports drink market. PepsiCo’s market share however is not safe. Since 2002, its share declined by 4 percent, while Coke’s Powerade grew by nearly 30 percent. ⁴ Most of the industry’s growth is driven by reaching new demographics, including ethnic groups, children and more serious exercisers.

Attempts by other companies to market sports drinks have often failed, or achieved considerably less success than the existing players. Nike, in an attempt to avoid territorial battles, plans to carve a new niche, the energizing sports drinks with various essential nutrients, thus emerging as a market leader in this new category. As mentioned previously, given its established, strong brand image, and its association with everything healthy, such a move should not prove impossible.

Porter’s Competitive Forces

According to Porter’s Five Competitive Forces, the power of suppliers is low because the ingredients used, as well as the packaging, are commodities that can be easily substituted, and therefore do not involve high switching costs. The market is not dominated by a few large suppliers, but is rather fragmented, allowing for price competition.

The power of buyers is medium, because even though there are many buyers, some of them are rather powerful. There is little chance that existing customers would integrate backwards. Sports drinks are differentiated products but can be replaced by a limited number of substitutes, water being the biggest threat. The consumers, according to trends in the macro environment will increasingly search for sports drinks on the store shelves.

The small number of firms makes for a high degree of rivalry, with a few large companies competing amongst themselves, as well as vying to establish a significant foothold in order to prevent smaller firms from entering the market. The energy and sports drink products are thus differentiated, and vary in more than just price.

The threat of new entrants is low to medium due to the fact that the attractive high-growth industry of sports drinks has very high barriers to entry; namely, it is capital intensive, requiring a lot of marketing and advertising of these products, discussing their benefits, as well as positioning them apart from the rest. Likewise, it necessitates large economies of scale in production. Such resources are difficult to achieve, and if marketing to the masses, it is something only large, wealthy companies can achieve.

The threat of substitutes in this arena is quite high, in that the products currently on the market often differ in little other than brand and consumer perception. The switching costs from one brand to another are virtually zero, but companies can succeed if they’re able to retain their loyal customer bases.

[4.0] Summary of marketing activity in the industry

Pricing strategy

It is safe to state that there are no significant pricing differences among the brands, they are competitively priced. Both Gatorade and Powerade sell at about $1.50-2.00 for a 32 oz. bottle, depending on the location and on the type of retailer. There are really no pricing wars in this industry, since consumers are very brand loyal. Looking at the distribution channels, we can see that these sports drinks are sold at most retailers that sell groceries and other beverages. Retailers include: supermarkets, delis, vending machines, street vendors, cafeterias at gyms, etcetera.

We see a potential advantage in selling Nike Motion at existing Nike outlets, such as sporting goods stores, and in Nike’s flagship stores, Niketowns, that are located in major cities around the world.

Advertising and Promotions

When discussing advertising and promotional strategies, we have to note that even the most successful companies need advertising and other promotional vehicles to further the success of their brands. Sports drink makers, given the degree of competition in the industry are doing just this. Gatorade spent $180 million on advertisements last year while Powerade spent less than $20 million, per Nielsen Monitor-Plus. ⁵ Since these sports drinks primarily target health-conscious consumers and athletes, some of the most important promotional vehicles include sponsorship of sporting events, and signing of top athletes for promotional deals. Coca Cola was, for example, the official sponsor of the summer Olympic Games in Athens with its Powerade Drink. “We focus on niche audiences of top athletes, either through major events such as the Olympics, close relationships with sporting bodies, or by working with sports experts to produce targeted advertorial,' says a Coca-Cola spokeswoman. 'Consumer education is key,' she adds.”⁶ Powerade earlier launched an online version of its LeBron James comic in its quest to position the brand as the sports drink for the next generation. A first for Coke and its partner DC Comics, the interactive site included flash technology and voice-overs by Mr. James across 12 Webisodes, as well as an instant win component and video games. ⁷

Gatorade on the other hand is the official sponsor of the National Football League, the official sports drink of the National Basketball Association, WNBA, Major League Baseball, Major League Soccer and a host of others around the world. In all, Gatorade has struck roughly 900 sponsorship deals with sports events over time, according to tracking by the IEG Sponsorship Report. Gatorade also will sponsor branded content during the National Basketball Association's playoffs on ESPN, TNT and FSN networks. On TNT, broadcast personalities will air live sideline segments dubbed "Heard Around the Cooler'' about game strategy, injuries, statistics and other insights, while ESPN will air branded "Cooler Talk'' segments on its "Sports Center.''

Challenges

One of the biggest challenges these companies face is the problem of attracting more female consumers. According to the Mintel International Group, an industry observer, consumption patterns always leaned heavily toward males, but the trend showed signs of changing as more female teens reportedly were drinking more and more sports drinks. This reflected female teens' ongoing interest in losing weight and increasing interest in exercise. ⁸ Sports beverage producers also began targeting the fast-growing Hispanic population. Gatorade's Xtremo! was the first to appeal to this potential market with a line of more exotic and tropical flavors including mango and tropical. The effort was supported by bilingual packaging and Spanish-language advertising. Coca-Cola's Powerade brand also began using Spanish-language advertising to tap into this market.

We think that the most important industry factors that will be influential in our planning is the degree of competition that we’re hoping to offset with powerful and wide-reaching marketing campaigns. As I’ve mentioned earlier, there is a very high level of competition especially between Gatorade and Powerade. Both these companies spend millions of dollars on building their brands and their loyal customer base. We can see, however, a slight difference between the promotional techniques of the two. Gatorade is more centered on the top-athlete, while Powerade tries to depict a more cutting-edge picture that appeals primarily to the iPod generation. There might be another niche that is underserved, and that could be just what Nike Motion needs. An underserved niche, such as women and men of Generation X and Generation Y, might have a need for nutritious, on-the-go beverages that fit into their busy life-styles. Nike could target these niches successfully due to its existing brand image.

[5.0] Marketing Objective

The Nike brand is a well known brand, its swoosh is one of the most recognizable signs out there, having established brand loyalty among many. Based on our market research, the brand extension of Nike Motion would have great potential for being the next great beverage among athletes and non-athletes. We would pursue a mass market penetration strategy for a saturated market, while still allowing for a vast opportunity in high profits and gaining market share due to Nike’s brand recognition.

Our primary objective is to create product awareness among the target audience by 30 percent in one year and our secondary objective would be to increase market share. We would also want to inform our target audience about the features and benefits of our product and its competitive advantage, leading to a 10 percent increase in sales in one year.

Many individuals are unaware of Nike’s new brand extension of a sports drink. Therefore we would pursue a high reach and high frequency strategy in our advertising in order to have maximum exposure. In order to accomplish this we would conduct a SWOT analysis to gain a better understanding of our target market and market segment. We want to achieve this objective by using secondary and primary research to get an in depth understanding of our target and to formulate a strategy to develop our campaign. Based on our research, trends and attitudes are moving toward health conscious products. Due to Nike established image and being considered expert in the athletic industry, they have the credibility in launching a product that will enhance one’s performance and can be considered a complimentary product to their already existing lines. Professional athletes who know the importance of hydration and what is being put inside their bodies will jump at the new Nike Motion drink. Nike is also aiming at its non-professional athletes who are looking for an extra boost in their regular exercise routine or just a refreshing hydration drink to start your day.

Yahoo finance as of March 12^th indicates that Nike sales are at an all time high with a market capitalization of $21.29 Billion dollars (intraday) making it the industry leader with a market share of 39.1%, compared to Reebok with 12.0% and Adidas with 9.6%. It is a brand that is well known and regarded around the world. It has prestige and has a good corporate image. The image of a company is a very important factor to success and Nike has established that well. When one thinks about Nike, one associates them with being the experts of sport gear, understanding the needs of athletes and always on top of the next high tech innovation in sports.

[6.0] Target Market

According to the secondary data that we have collected from ABI, LEXIS NEXIS and Simmons, Nike Motion’s target market should be men and women between the ages of 18-34 who are outgoing, energetic and have a health conscious attitude. ⁹

In recent years health has been a very popular topic and individuals are becoming more health conscious, either by realizing the importance of daily exercise or by healthy eating and what is being put in their bodies. We can appeal to the mass market in the sense that the average Joe can drink a healthy drink and receive the vitamins, minerals and hydration from Nike Motion and have a healthier lifestyle. We can appeal to the niche market or to the professional athlete who may rely on the fact that Nike Motion will provide essential nutrition that is needed for maximum performance.

In having chosen our primary target market to be as follows: females and males 18-34 years of age, this puts them in a category that is considered to be Generation X and Y.

Born between 1965 and 1976 Generation X, 1977 and 1995, Generation Y members in America are more than 57 million strong. Generation X and Y are the largest consumer group in the history of the U.S.

It’s important to them to enjoy life and to have a lifestyle that provides freedom and flexibility.

Members of generation Y have annual incomes totaling $211 billion, according to a study from Harris Interactive. The study found that Generation Y spends $172 billion per year and saves $39 billion per year, and drives many adult purchasing decisions.

Consequently, the X and Y generation represents the future market for most consumer brands. The study also found that teenagers (13-19) spend $94.7 billion annually and young adults (20-34) spend $61.2 billion. ¹⁰

Marketing to Generation X and Y members requires using more involved techniques than the traditional ones used to attract their parents. Members of Generation X and Y best respond to marketing methods that bring the message to places the X and Y generations congregates, both offline and online. Successful Generation Y brands are perceived as hip and popular, but without the air of heavy commercialism. Therefore, we would target them with advertising campaign that focuses on their style in music, fashion, and language. As generation X and Y are described we can see that from the facts, it is a wise decision to pursue them as our primary target market. Generation X and Y are big market of opportunity not just by its sheer size but also based on their spending.

[6.1] Assessing Market Segments

In creating a Segment Rating chart we can asses our market segment and see if the market is big enough to actually make a profit. We can judge to see if it is a large enough industry and if there is growth. It can also help you see where your company has competitive advantage based on your brand. The advantage of such a procedure is that if encourages one to think things through. One would take the time to analyze all the different aspects and although it is a subjective decision it is more clearly organized and concise.

We would choose to segment Nike Motion by benefits sought. The sport drinks would be offered in different choices which would emphasize either on low calories, high protein, low carbohydrates and high-energy boosters and they would be offered in 5 different flavors.

[6.2] Customer Analysis

Primary and Secondary Target Markets
Women and Men (ages 18-34):

Income: Their household income level based on our secondary data provided by Simmons is $30,000 and up.
Lifestyle: Individuals who are active, outgoing and consider health to be an important factor in ones life.
Level of Education: Our target market is preferred to have attended 1 to 3 years of college due to the fact that health classes have been taken to emphasize the importance of ones health and active life.
Geographic Areas: We would target all of the US, choosing to concentrate on the top DMA’s, which include Chicago, Los Angeles, New York, San Francisco, Philadelphia, Boston and Dallas. According the secondary data that was evaluated, this is would be our best areas where we can create more brand awareness.

We choose to target me and women separately to better asses their needs. Men and women have different needs and to better service those needs, segmenting the two groups is a strategic decision. When targeting women we would tailor the beverage to their needs, such as in providing low calories, high proteins, high in calcium, vitamins that women need, low carbohydrates or different flavors. These are issues with which women are more concerned. When tailoring to the male population we would concentrate on high energy, essential vitamin for men and a variety of flavors.

We would also used different mediums and advertising campaigns in order to successfully reach are primary and secondary targets. There will be different advertising campaigns that would appeal to men and women separately.

[6.3] Brand Positioning Strategy- Point of Difference

Nike Motion provides refreshment to the athlete in as all, whether it is on the track or just quenching you thirst. It not only provides hydration but will increase ones performance by raising the energy levels and providing essential vitamins that are lost throughout the day or ones training.

[7.0] Branding Strategy

We feel that it would be in Nike’s best interest to develop an energizing sports drink. Nike has become synonymous with athletic apparel. By building on this strong foundation, Nike Motion has a tremendous opportunity to succeed. Besides using the company’s strong brand name as a foundation for success, Nike Motion can, at the same time, enhance Nike’s name by providing an even stronger image of athleticism. Nike currently sells shoes, as well as athletic apparel. Why not expand to an energy drink and encompass every aspect of an athlete? Nike Motion does not just provide energy, it is healthy as well, making Nike a comprehensive sports-oriented company.

Nike’s brand name is so strong that it should not have difficulty in succeeding in this industry. This strategic decision would work very well, because Nike Motion is a complementary product, but also distinctive enough to stand on its own. Due to wide consumer appeal, as well as an exciting opportunity to create a wholly new energizing sports drink category, Nike should not leave this moneymaking opportunity to others. Entering the market as industry leaders will allow Nike to grab and sustain a large share of the market. Thus simultaneously strengthening the Nike brand name and relying on the strength of the Nike name.

[8.0] Positioning

Nike believes the name of Nike Motion would do well in projecting the image of a fast-paced lifestyle of always being on the go. We will differentiate our product on a few fronts. First, the packaging will consist of an environmentally-friendly decomposable can that can be recycled. It will be slim, as are most others in the category, but will have features that make it quite distinct. Its flavor, of which there are currently five, is fruit-based, making the taste more appealing to health enthusiasts, as well as the traditional coffee and orange juice crowd. The colors of the bottle will reflect the different flavors, while maintaining the distinctive Nike Motion logo. Each skinny plastic bottle will come with a sports cap, both to emphasize the sports appeal, and to protect the image of those of us who hate getting lipstick smeared all over the can.

Likewise, in appealing to the male segment of the population, Nike Motion will provide a high protein sports drink. The female segment will be served with a low calorie, low sugar elixir that will give them the energy without the calories. Proteins and carbohydrates will come in smaller proportions for this group as they tend to be the more diet-conscious.

Perceptual maps for the Nike Motion sports drink are as follows: a crux between level of energy and nutritional value, the size of the can and its price, and the calories compared to its taste. Energy, which is found in the form of calories, is usually an issue with the current health-conscious crowd. Therefore, Nike Motion, has created a unique blend to provide high nutritional value as well as high energy for the sports enthusiasts as well as lay people. The female segment of the population will be glad to learn that Nike Motion comes in a low-calorie, low-sugar variety, that still provides energy but with a smaller proportion of proteins and carbohydrates.

Nike Motion, as most sports drinks, will be packaged in a tall and slender recyclable can that will be differentiated by its sports cap top. For the size of the can, as well as the nutritional value provided as an energy supplement, the price of two dollars is a small price to pay. Therefore, our perceptual map of Size versus Price features a product attribute of a low price when referenced against the value derived from the size of the can.

There remains the concern of a low-calorie, low-sugar sports drink that tastes, well, good. Most assume that Nike Motion will possess the same medicine-like taste of its predecessors. However, as it is made of all natural ingredients, and mixed with fruit flavors, Nike Motion will be the drink one would want to drink, both for energy and taste.

Nike Motion is the perfect drink for people who are in a rush to get to where they want and need to be. We have attempted to give them the best value for their dollar due to our large economies of scale. We likewise wanted to make sure that unlike many other sports drinks on the market, Nike Motion will have a natural, rather than a medicinal, flavor, that will add to the product’s perceived health benefits. For calorie conscious consumers, natural flavors are augmented with sugar substitutes to decrease the number of calories, and to further heighten the appeal.

[9.0] Marketing Strategy

As with any product, what is always paramount are the 4 p’s of marketing: Product, Price, Place and Promotion (distribution). As we have already spent a significant time discussing the attributes of the product and its price, we would now like to focus on Nike’s plan regarding the introduction of the product into the mainstream. It was previously mentioned that Nike Motion would be available in a large number of differing retailers to ensure consumers have easy access to it. Distribution would occur via designated Nike retailers such as Niketown, Modell’s, and Sports Authority, as well as through pharmacies and drug stores, supermarkets, local delicatessens, and vending machines.

The campaign of introducing the Nike Motion sports drink will be immense, using a variety of mediums to project our message far and wide, as well as quite frequently. The goal is to bombard the population with images that will demonstrate the health aspects of the drink as well as its modern and hip appeal. Nike Motion will be the beverage to drink.

With respect to the marketing mix utilized in our advertising campaign, Nike will reach its target market via media vehicles such as magazine ads, outdoor advertising, spot radio commercials in top designated market areas (DMA’s), as well as an intensive television campaign. Nike wants to use magazines because of the selectivity of its target market, not to mention its high involvement readership (relatively speaking, of course). The reproduction quality with vivid colors and a smart design will make the Nike Motion ads something to talk about. Magazines work to Nike’s advantage because of their pass-along quality, as well as the consumer receptivity that is generated, as magazines are usually purchased by people who are interested in its contents. Lastly, magazines seemed a good choice according to our Simmons research, which indicated that among our target market, magazines are an effective advertising vehicle. Potential magazines include Cosmopolitan, Lucky, Glamour, Fitness, Elle, InStyle and Self for women, and Details, GQ, Esquire, FHM (For Him Magazine), Men’s Journal, Maxim and Men’s Health for men.

Nike Motion would also be effectively advertised on billboards, as many of our target market commute to work by car. Premier shopping locations and highways are great places of potential exposure to reinforce Nike Motion’s brand and benefits. Likewise, subway and bus cars, as well as telephone booths would do well, for the same reasons as mentioned above. The affordability coupled with high reach and frequency, make delivering our advertising message to a multitude of consumers invaluable.

Spot radio is effective because it targets audiences demographically as well as geographically, creating rapid consumer top-of-mind awareness, with its continuous repetitions and high frequency commercials. The pay off if that radio provides efficiencies to media plans by lowering the cost per thousand impressions, while planting a seed in a consumer’s mind when they least expect it. For instance, it is interesting how most people listen to the radio only as background noise, yet retain a large number of advertisements, and are able to recognize them when heard again. Television, likewise, is a very effective medium because of its combination of images and verbal cues. However, it is expensive, and is thus augmented by other modes of advertising, specifically, those just mentioned.

To augment the strategies above, Nike has decided to conduct various contests and promotions to create awareness and buzz about Nike Motion. These will be conducted via the internet, as well as mentioned in all other forms of advertising, such as magazines, television, and radio commercials Additionally, sampling, product placement, and point of purchase displays will be used to keep Nike Motion in the forefront of the consumer’s consciousness before, during, and after purchases.

We believe that Nike via this marketing mix will be capable of sustaining its competitive advantage in much the same way Apple has sustained its with the iPod product line. Nike Motion is not only an energizing sports drink in a category all its own, but has instant credibility due to its parent brand. Not to mention, becoming a market leader will make Nike’s name synonymous with that of the sports drink, and substitutes, though we expect there to be many, will find it difficult to compete with the power and prestige of the Nike brand.

 

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