sprite (soft drink) case study presentation

Sprite

•Ravi Raichura – 156•Niket Raut – 161•Maulik Mehta – 136•Manish Sawlani – 165•Vikas Khandelwal - 130

Sprite is a transparent, lemon-lime flavoured, caffeine free soft drink,

produced by the Coca-Cola Company. It was introduced in the United States

in 1961.

This was Coke's response to the popularity of 7 Up. The product was introduced as "Lithiated Lemon" in 1929, being renamed to "Sprite" in

1961.

It comes in a primarily silver, green, and blue can or a green transparent

bottle with a primarily green and blue label.

Competition

PositioningSprite is Coca-Cola’s No. 2

global brand, behind Coca-Cola. It is Coke’s largest brand in

China, No. 2 in India and No. 3 in the U.S.

“Taste Its Tingling Tartness”

“Image is nothing – Thirst is everything – Obey your thirst”

Positioning…..1980's Sprite began to target teenagers, so in 1987 marketing ads

for the product were changed to cater to that demographic. "I Like the Sprite in You" was their first long running slogan.

Many versions of the jingle were made during that time to fit various genres. The slogan was used until 1994.

In 1994 Sprite created a newer logo that stood out from their previous logos. The main colouring of the product's new logo was blue blending into green with silver

"splashes," and subtle small white bubbles were on the background of the logo. The word "Sprite" had a blue backdrop shadow on the logo, and the words "Great Lymon

Taste!" were removed from the logo. This was the official U.S. logo until 2007.

Decision making process…..

Need Recognitio

nInformation Search

Evaluation of

Alternatives

PurchasePost

purchase Behavior

How to Position the brand in India…..?

Sprite in the eyes of youth Segment in INDIA

Coke – Coca Cola

Pepsi - Pepsico

Fanta – Coca Cola

Mirinda - Pepsico

Thumps up – Coca Cola

Current Soft Drink Market in India

Brand Value and Self Image…..

Brand Sprite is all about having a refreshingly honest and irreverent perspective on life.

Connect with youth of today by engaging them in a simple, honest and straightforward

manner.

Brand Value and Self Image…..

Sprite has been known as a beverage which refreshes mind and body

“First drink, then think”, consumers were told that Sprite is not a magic potion and drinking the beverage will not bring any

drastic change. One should rather use his or her mind.”

Ideal social self-image – The brand has made use of technology that the young generations has adopted

like - Sprite’s fan page on Facebook

“Sprite bhujayee only pyaas……baki all bakwaas”

Advertising Campaigns…..

“Seedhi Baat. No Bakwaas”

Sprite Launches the ‘University of Freshology’ and Unveils a New Tagline as Part of a New Ad Campaign in India

Campaign

BillboardsBus SheltersPlatform BrandingDelhi Metro Station BrandingSubway AnimationBus Back PanelsMall Drop Down6 TV commercials

Metro grab handlesMetro Incoach PanelsElevatorsComplete train wrapsCar Glass graphicsPole KioskTruck backs

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