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TEAM MEMBERSNAMES ROLL NOS
1. DEEPA DESHMUKH 31
2. PRIYANKA SALASKAR 19
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INTRODUCTION
Lemon flavored, caffeine free soft drink
Coke's response to the popularity of 7 Up
Introduced in the United States in 1961
In India, it was launched in 1999
It is second largest sparkling beverage brand in India
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HISTORY
Originally invented in Germany as Fanta Klare Zitrone, which
means Clear Lemon Fanta
In 1989, Sprite became the most popular drink in the lemon-lime soda category
Started out in a niche categorylemon-lime soft drinks
By the mid-1990s had transcended into a mainstream brand
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It targets the youth mainly teens
Teens desire to be able to express themselves and make
their own choices. Sprite aims to encourage and
represent this attitude.
Teen specific packs - 500ml bottles and 330ml cans
during the launch phase
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POSITIONINGPOSITIONING
The brand is positioned as a basic thirst quencher
Coca Cola was able to successfully position Sprite as an icon blaster.
Their tagline Seedhi baat no bakwas was capitalized as its USP which
became very popular among the target audience.
The brand is well known for its no-nonsense attitude
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Primary
7 UP Mountain Dew
Secondary
Areated drinks
Cola drinks
Non areated drinks like
Nimbooz
LMN
Unorganised sector
Nimbu Pani at railways stalls, road side, home
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MARKET SHARE
Coca-Cola Indias consolidated share of carbonated soft
drinks is 57.8% (2009)
Of which, Sprite claims 10.9% market share
29 per cent in the first quarter 2010.
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Caffeine-free
Customer loyalty
International Trade
Versatile: can be mixed
with other juices tocreate different tastes
Word of mouth
Most unknown and rarelyseen
Result of low profile
Contents of the product areall chemical based whichmay cause health consciouspeople to avoid
Changing health-
consciousness attitude Legal issues
7UP (major competitor)
has recently been made a
healthier soft drink
Other competitors
Buy out competition.
More Brand recognition
People tend to believethat high amount of
bubbles in Sprite settles
down stomach
People who limit their
caffeine intake prefer
lemon lime soft drinks
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Product
Consists of a totality of its attributes
Has many variants
Price
Is determined by competitors price
Rs. 5/- pricing marketing strategy, now Rs. 8/-
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PLACE
More accessible
Ensures that it is always there to meet changing
customer needs
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Promotion
Sprite has focused on honesty in varying degrees
Promotional Campaigns
Seedhi Baat, No Bakwas
'Fridge Mein Jayega Bade Kaam Ayega'
Sprite Xpress, 350 m Launch
New website launch
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PRODUCT LIFE CYCLE
Sprite constantly develops its brand image and reinforces on core productbenefits of taste and refreshments to ensure that brand grows instead of
declining.
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RESEARCHANALYSIS
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These 10 questions have been framed to test:
brand knowledge
brand differentiatorbrand esteem
brand relevance and
brand importance
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Personal
Attainment Self Esteem Peer Belonging
Physical Well
BeingConfidence
RejuvenatingAcidity
relief/CoolnessMotivation Weight Control
Physical
Appearance
FizzSoda
/Mint
TaglineLow
Calorie
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55 out of 70 respondents gave high
priority to the Fizz factor in the cold drink
which rejuvenated them, and as a result
they had personal attainment.
60 out of 70 respondents were
motivated with the tagline as well as
feeling good about themselves, thus
boosting their self-esteem.
Only 30 out of 70 respondents found
the low calorie variant of the brand as
the one which helps them to keep theircalories in check, boosting physical
appearance, thereby boosting self-
esteem.
50 out of 70 respondents felt the
mint/soda content in the drink helps
them fight gas trouble and gives
coolness, making them relieved and
happy.
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Factors of Consumption: Drinking this Fizzy
drink, with catchy tagline, functioning as a
source of freshness and helps fighting
acidity, creates a sense of rejuvenation,
leading to physical well-being, boosting self-
esteem giving a strong sense of physicalattainment.
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Increasing
More Brand recognition through introducing new
variant
Taking care of changing health-consciousness attitude
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Why not Sprite Zero (Diet Cola drink)?
Why we rejected Sprite Tropical Remix as a Sprite
variant?
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The Biggest USP is Uniqueness
Mint flavour
Novel taste Price and distribution
Brand Value andPosition Advantage
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Seedhi Baat.
No Bakwass !!
The real cool drink !!
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