Tocquigny

In Gatorade’s latest effort to reach narrowly defined audience segments with targeted product offerings, the G Series Fit may have taken it one step too far. G Series Fit joins the original G Series and G Series Pro in the suite of products offered by the sports drinks powerhouse.

For those of you who aren’t familiar with G Series, it’s essentially Gatorade’s repositioning initiative that took place in early 2010, expanding its core product line into three parts — Prime, Perform, and Recover, intended to be consumed before, during and after activity (see chart below).

So what’s the difference? Pretty much nothing at all. Especially when you consider that the product’s popularity is largely due to the fitness image that’s associated with it. Marketers realize how important it’s become in today’s society to convey this image of health and fitness consciousness, for both athletes and non-athletes alike. And by creating and promoting an entire product line focused on the serious athletes that make up a just a small percentage of the audience, Gatorade missed an opportunity to reach a broader segment who ultimately possess the larger buying power.

Meeting audience needs is a foundation of effective marketing. And in many cases, the casual-lifestyle drinkers that make up the majority of Gatorade’s customer base don’t need three products when one will do.

Overwhelmed by too many choices, consumers are just as likely to pass your brand by as they are to read and evaluate every benefit for your various products. This continued product proliferation will inevitably lead consumers to choice paralysis and confusion.