store the liquids and mineral salts lost by the body during the physical activity. The target group was identified as people between 14 and 44 years old, physically active and practicing an active sport. A further important element of the positioning was given by the alchemistic formula of the product, secret but strictly scientific.
             Thus the product was likely to give consumers the idea that they had a modern magic potion enabling them to achieve miraculous results.
             Quaker Oats made a real effort to tap into the expanding Gatorade market by broadening the product line, improving packaging and pumping up marketing efforts. Technologies Quaker had done a great deal to update and standardize the technology within their firm by integrating all food and beverage facilities into larger, more efficient production facilities. The structure of Quaker oats has been one of the most dramatic changes for the company
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