Sprite - mm

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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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