1. Strategic Brand Management15.06.2012RihannaTazGuguRollandRodney

2. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations 3. Brand audit mapSource: Martina Jelsema, 2004 4. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations 5. Video 6. 1940The elfin character Sprite Boy appeared in ads with adevilish smile, often with stars around him(representing his sparkling personality and the bubblesin Coke).1961Sprite was introduced in the United States in 1961 byCoca Cola in response to the popularity of 7UP1990s The lemon-lime soft drink Sprite was in the late 1990sone of the fastest growing carbonated soft drinks in theUnited States and around the world1994In 1994 Sprite retired its upbeat ad campaign I Likethe Sprite in You for an edgier approach designed toappeal to Generation X.Image is nothing. Thirst is everything. Obey yourthirst.Campaign was targeted at teens and young adults, wasone featuring basketball star Grant Hill in a parody ofpretentious fashion commercials.1994From 1994 to 1998 the brand experienced globaldouble-digit growth. This period of dramatic expansioncoincided with the launch of the brands ad campaignObey Your Thirst.The campaign aimed to speak directly to the drinkstarget market, teenagers, rather than talking down tothem. 7. MISSION To own all the pillars of South African Hip Hop. By owning all the pillars of Hip Hop from DJing,MCing, B- Boying, Beat Boxing & Graffiti Sprite areable to speak to the heart and the passion of theirconsumers. As well as engage with them in the other facets ofHip Hop Life Style such as photography, fashion &design etc VISION Break free from constraints & share the intensity( Oral, Visual, Movement) A platform to express their intensity and furthertheir reach( speak to the nation) To provide a sudden Intense refreshment tosharpen the mind 8. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations 9. Sprite Green glass bottles and was designed to reflect the brands cool, refreshing personality SloganLogo PackagingTastePricing Premium pricing: Carbonated waterRecommended Sugar2L: R17.50 citric acid Be acidity regulator 1.25L:R9.00Uncontainable natural lemon1L:R11.50FC:IC Lime flavourings 500ML:R8.50 preservative 330ML:R6502L 330ML Caffeine free300ML:R4.001.25L300ML1L 500ML 10. BRAND TRUTHSprite isEdgy & has an authentic POV 11. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations 12. Customer SegmentationPrimary target market16+ Youth who express Market definitionthemselves in authentic anduncontainable ways. Teensbeverages segment which is having a who hang and chill on campus,market size of 700 million unit cases and basketball courts or hip hopthe brand has a market share of 9%street corners, and whoshowcase their talent andstreet credThe brand had crafted a special place for Secondary target marketitself by differentiating itself as a plainthirst quenching drinkMoms with teens at home whounderstand that the life of theirteen is intense and complex.Sprite is purchased as anadditional beverage to thefamily repertoire as theyunderstand that Sprite helpsteens express themselves in anuncontainable and cool manner 13. CONSUMER PROFILE Who are we talking to? 16 to 19 year old youth in LSM 6 to 10 They live in urban & peri-urban areas What do we know about them? Self discovery & self expression is merely an extension of their individuality Technology has enabled them to be more connected and they are more driven than ever before . 14. CONSUMER PROFILE These are their Heat of theMoment moments Socio economic factors i.e. Lack of money Macking a chick or talking to a boy Road Rage Drifting apart from old friends Dealing with the parentals Peer Pressure Drug & alcohol abuse 15. CONSUMER INSIGHT When Mzansi teenagers find themselves battling those Heatof the Moment Moments they look for an outlet that allowsfor them to be free and be who they wanna be. From art to poetry, self expression is the key to theirindividuality. That lets them remain cool and maintain theirauthenticity. 16. Hip Hop as a form of expressionMusicArtDance Outward rebellion, agitation and More driven, informed, connected blatant, non-conformityto others 17. T-Touch Lives in either Diepkloof or Houghton Still in High School Battle everyday issue (politics andmoney) Loves hanging out listening to Hip Hop Opinionated and vocal Outside the box thinker Entrepreneurial Love brands that talk to him(Adidas,Struz Bob,Apple) 18. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Metrics8. Competition9. Recommendations 19. PositioningCustomer Proposition From Coca-Cola Company, their #2 global brand. Lemon Lime drink that offers sudden refreshment which instantly invigorates and sparks your body and mind.Consumer & Shopper Proposition Sprite is a quality product from the Coca- Cola Company, their #2 global brand and South Africa # 3. Sprite is the clear Lemon Lime drink that offers sudden refreshment which instantly invigorates and sparks your body and mind. Sprite helps you keep your cool in order to spark true self expression 20. Outlet PositioningBuying practices(Planogram) Supers andHypers Independentwholesales Conveniencestores Spaza Liquor stores QSR Pubs and Clubs OTG 21. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations 22. Obey your thirst (1994-1998) Launches in 1994 Sprite was a light, crisp, and refreshing beverage Sprite marketers wanted to convey that Sprite was not pretentious. The Sprite brand spoke to legitimacy and integrity, encouraging consumers to trust their instincts and, in a sense, saying to teenagers, Exercise your own judgment. 23. Brand Endorsers (progression) Sprite did not renew their contact with Drake as a brand endorser . Talib Kweli is a campaign endorser and will only work with the uncontainabletalent search 24. Campaign intro 25. BUILDING THE HIP HOP Sprite believes in giving young adults a stage to speak and stay true to their thoughts and to speak their minds To move their talent & their expression further Brand aims to get teens to Speak Your Mind 26. Packaging TVRadio Magazine MarketingBillboardsSupportDigital 27. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations 28. Source: Datamonitor 2011Key competitor analysis and differentiatorTrends South African carbonates manufacturers maintained their focus on their core brands during 2010 in order to boosttheir volume sales and kick start their recoveries from the effects of the recent economic downturn. A lower focusis expected on new product innovation until such time as disposable income levels recover.Forecast It is expected that a growing number of vitamin fortified carbonates brands will be introduced in South Africa overthe forecast period as manufacturers look to attract health conscious consumers. In addition, a large number ofsugar-free versions of leading brands will also be introduced over the forecast period. 29. Competitors ProductCompetitionProductCategoryCompetitionGenericCompetitionBudgetCompetition 30. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations 31. Impact metricsLine extensions Product lifecycles Sprite Zero is a clear soda, lemon- lime flavoured, caffeine-free and sugar-free beverage 32. Image metrics Recognition quality product #2 global brand and #3 in South Africa clear Lemon Lime drink that offers sudden refreshment Preference battling Heat of the Moment moments free and be who they want to be From art to poetry, self expression is the key to their individuality. remain cool and maintain their authenticity. spark true self expression Relevence young adults a stage to speak and stay true to their thoughts and to speak their minds We believe in them to never holding back To move their talent & their expression further burst the intensity of the uncontainable Speak Your Mind;Loyalty cornerstone in the Hip Hop scene in South Africa own the South African Hip Hop in all of its entirely push and own an active lifestyle both mentally & physically Artists involved with the brand - PRO 33. Brand Equity Slogan: Uncontainable Brand endosers: Drake, Talib Kwali Heritage Thirst quencher Basketball Hip Hop culture Youthful Expression Cool 34. SWOT Analysis Clear drink, green bottle (perceived as Inconsistent support (resources)WEAKNESSESSTRENGTHShealthier option) Chemical based contents Heritage and credibility inconsistent brand identity between Sprite and Sprite Zero Positioning too niche Moved from initial value proposition of plain thirst quencher Reasons to love Sprite Non Hip Hop followersOPPORTUNITIES Potential to alienate potential Non metropolitan dwellers THREATSconsumers older Positioning Health conscious consumers Movement towards a healthier Increase foot print oflifestyleSprite Zero Image of the hip hop scene can havenegative impact on the Sprite brand Consumers who limit their caffeineintake prefer lemon lime soft drinks 35. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations 36. Recommendations Create own identity for Sprite Zero byincreasing share of voice within healthconscious consumers Build more consistency within the brand,make use of the Brand Ambassord Hip Hop is the global strategy for Spritealthough Hip Hop resonates in the teenSouth Africa market, Kwaito makes up thebigger segment (75% vs. 25%). 37. Thats a RAP