Consumer behaviour sprite

Sprite-Soft Drink

Subodh Bhagat Pratik Chandiwal Rohit Parkar Rohit Haval Amol Rathod Sagar Mantri Subodhkumar Nitnaware

Low involvement purchase and brand personality

Real reason For Success of SPRITE• Association with Youth• Taste and digestion Benefits• Transparent means Pure is belief• The transparent sweet fizzy Sprite is the best companion for

transparent Vodka• Lemon is natural• Caffeine free soft drink• Clever Advertising campaigns• Refreshingly Honest and irreverent perspective on life• Healthier than other carbonated soft drinks

taglines I like the sprite in You “Taste is tingling tartness” Obey Your Thirst “Seedhi baat no, no bakwaas, clear

hai?!” “Sprite Bujhaye Pyaas, Baki All

Bakwaas”

Positioning Admiration seeker Urban and straight forward style

Competitors 7 Up Mountain Dew

Best element of campaign strategy Sponsorship in indian sports like gully

cricket

University of Freshology

Humour as communication tool to draw more attention and retentionIt also uses some controversial tools to draw attention of its target segment eg. Youth

Evident Personality Of Sprite In the Eyes of Youth In India

 Adventurist who seeks freedom, desires to explore the world and loves new experiences

Straight forward Simple Honest Detach Personality

Coke & Pepsi- aggressive seeker

Mirinda- Sensuality, glamour, temptation

Thums up- Adventure, Enjoyment

Other Brands(7Up)- Fun, jolly

Personality Traits of other Brands

Thank You