SPRITE

Arun Sitaraman 2 Purva Chaudhari 7 Preeti Shetty

35 Aditi Mahapadi

40 Ushma Kapadia

44 Ankit Shah

47

Group Members :

Overview of Case Study

Sprite a lemon-lime flavored soft drink introduced in USA in 1961. Today it is sold in 190 countries.

Entered market in 1999 ; 2009 till now at 2nd position

Challenge for the brand : widen market share and lead over competitors.

Though the brand wanted to widen its consumer base it do n’t want to expand its TG and completely focus on teenagers as its target consumers

Positioning - Taglines like “seedhi baat no bakwas” to the most recent and popular “First drink then think, Sprite-University of Freshology”

BRAND

4 P’s of marketing sprite

Product : Sprite (Coca Cola Company)

Price: Different sizes o Cans: 300ml (rs.20),o REG: 200ml (rs.10), 300ml (rs.12)o PET: 500ml (rs.25), 1.25l (rs.42), 1.5l, 2l, 2.25l

(rs.65)

Promotion: Aggressive Promotion

Place: Available at supermarkets, general stores, malls, theatres, stores in urban as well as rural sections

Positioning

Sprite a pretence buster

“Sprite Bujhaye Only Pyaas, Baki Sab Bakwaas” ,”NO Gyaan only Pyaas” and “Seedhi Baat, No Bakwaas, Clear Hai?”.

New USP- “University of Freshology”-“refreshes the body and resets the mind”

Useful for TG of teens and not a conflict with Limca which had higher TG

 

Differentiation

Major competitor for Sprite is 7up by Pepsico.

4 keys of differentiation are product, personnel channel, image.

Sprite has a USP of teenage drink

Sprite has an attractive and unique bottle packaging

Sprite believes in delivering what it promises i.e quenching thirst

Sr no Productr line segment

1

2

3

4

5

6

7

SR. NO PRODUCT LINE SEGMENT

1 Coca cola Family drink

2 Diet coke Health conscious

3 Thumps up Urban males

4 Sprite Teenagers

5 Fanta Family drink

6 Limca Teenagers

7 Mazaa Fruit lovers

8 Minute maid Fruit Lovers

Porters 5 forces

Rivalry among firms : High

Entry Barriers :

LOW

Buyer Bargaining Power :

HIgh

Subsitiute:

High

Supplier Bargaining

Power :low

Product Levels

Core: Thirst

Basic: Soft Drink

Expected: Freshness

Augmented: Lemon DrinkPotential: Sparkling taste

Ansoff Matrix

Variations in Sprite ???!!

Thank You