Permanis sees Gatorade boosting sales by 20%


SOFT drink manufacturer and distributor Permanis Sdn Bhd expects its latest sports drink Gatorade to increase sales by 20% to RM240mil for the current financial year ending June 30, 2003. 

Permanis vice-president (marketing) A. Nagarajan said the company recently secured the rights to contract manufacture the sports drink locally. 

“We’re confident it will do well in the market,” Nagarajan told reporters after the launch of Gatorade in Kuala Lumpur yesterday. 

A. Nagarajan and Permanis brand manager Amardeep Kaur at the launch of Gatorade at the KL Clark Hatch Fitness.

He said the company had allocated RM12mil this year for advertising and promotional (A&P) activities to ensure that Gatorade captured a significant slice of the local market for sports drinks, worth RM150mil per year. 

“We hope to capture 20% of the market within 12 months,” he said, adding that the company would promote the drink via several channels. 

“Gatorade is available at supermarkets, petrol kiosks and coffee shops and Permanis has made Clark Hatch Fitness Centre the exclusive fitness centre for Gatorade,” said Nagarajan. 

He also said the company would sponsor several major sporting competitions to promote the drink. 

“Gatorade helps to hydrate the body after an intense workout. It replaces loss fluids and minerals from the body and is not carbonated, which makes it easier to drink and be absorb by the body,” he said. 

On price, Nagarajan said it ranges from RM1.10 at supermarkets to RM2 at the fitness centres and comes in three flavours – orange, lemon lime and alpine snow. 

Gatorade is the leading sports drink brand in the US and commands an 85% market share of the sports drink market. 

“I believe in time it will also be the leading sports drink here,” said Nagarajan. 

Besides manufacturing, Permanis is also the official bottler for PepsiCo Beverages International products such as Pepsi, Mirinda, 7-up and Mountain Dew, among others. 

The company also has its own line of in-house products like Excel Isotonic drink, Chrysanthemum Tea, Cincau, Frost Root Beer, and Bleu mineral water.  

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