Presented ByRachit Arora - 63
Rekha Devadiga - 67
Tilottama Kokate - Akash Shetty - 89
Savio Vaddakan - 103Mohuddin Memon -
116
Marketing Presentation
About Sprite
• Transparent, carbonated, lemon-lime flavored, caffeine free soft drink
• Introduced in USA in 1961 and in India in 1999• Produced by Coca Cola in response to the popularity of
7 Up• Ranks as the No. 4 soft drink in the world and No. 2
soft drink in India with a market share of 14.2 percent next only to Thums Up
• Sold in more than 190 countries across the globe
Variations in Sprite• Sprite Zero/Diet Sprite• Sprite Remix• Sprite Ice• Sprite Duo• Sprite 3G• Sprite Green
Positioning of Sprite
• Perceived as a youth icon with a strong appeal towards the youth
• Provoking positive and progressive thinking• Stands for straightforward and honest
attitude• Clear, crisp refreshing taste encourages
everyone to trust their instinct and influence them to be true.
• Currently targeting pre-teens and teenagers
Comparison with Competitor
SPRITEThemeUniversity of
FreshologyTaglineSeedhi baat, No
bakwaasPromotion Strategy• Out of Home Media
(OOHM)• Digital platforms• Mass media advertising• Social Media
Networking
7 UPTheme'Dil Bole I Feel UP‘Tagline
‘UPtimistic and positive’Promotion Strategy• TV and onground
activation• Outdoor, online and radio
intiatives• “I feel UP” tweet-a-thon
on Twitter
PLACE
PROMOTION
PRICE PRODUCT
MARKETING MIX
PRODUCT
PRICE
PROMOTION
PLACE
CORE BENEFIT- REFRESHMENT
BASIC PRODUCT - BEVERAGE
EXPECTED PRODUCT – SOFT DRINK
AUGMENTED PRODUCT– CLEAR SPARKLING DRINKPOTENTIAL PRODUCT- COLOURED LIME SOFT DRINK
PRODUCT LEVELS - SPRITE
PRODUCT
PRICE
PROMOTION
PLACE
Earlier , it was cost
based.
With the emergence of
competition, it started
pricing
on the basis of
competition .i.e.
similar prices.
Ranging from Rs 10 to
Rs 63.
Targets both rural and
urban
markets at same price.
PRODUCT
PRICE
PROMOTION
PLACE
Integrated communication
initiative.
In year 2011 the Cola-Cola
India,
has also launched a
website:
www.Sprite.in and also social
media
platforms like FaceBook,
Twitter,
etc., for its audience to help
the
brand with ideas. The
selected ideas
will be promoted through
the
Sprite Gully cricket
programme
and also they can stand a
chance
to win a surprise gift.
Communication over the years
1999 - 2012
COMMUNICATIONS
'Sprite Bujhaye Only Pyaas, Baki All Bakwaas’
'No Gyan - Only Sprite’
'First drink, then think, Sprite –
University of Freshology'
1999
2004
2011
2008 'Seedhi Baat, No Bakwaas,
Clear Hai!’
PIC
S O
F S
OM
E A
D
CO
MM
ER
CIA
LS
PRODUCT
PRICE
PROMOTION
PLACE
‘Place’ is defined as the way in
which a company makes a
product or service available to
consumers. This includes all
aspects of distribution as well
as the manner in which items
are displayed in shops. In the
soft drinks market shelf space
is critical. If products cannot be
seen, they cannot be
purchased. In order to
guarantee itself adequate shelf
space, Sprite went to
exceptional lengths.
Ansoff’s Model
MARKETPENETRATION
MARKET DEVELOPMENT
NEW PRODUCT DEVELOPMENT
DIVERSIFICATION
NEWEXISTINGMARKET
PRODUCT
EXIST
NEW
Market Penetration Strategy
• Maintain / Increase market share in current market with current product
• Selling more of the same product• Difficult as market is saturated• Intense competition from Thums Up
and 7 Up
Recommendations
• Increase promotions and on ground activities to increase usage by existing activities
• Attract customers away from rivals / Gain market share at expense of rivals
• Devise and encourage new ways of reaching the youth through social media and various competitions in schools and colleges
• Encourage non users to buy
Different Flavors Worldwide
• Sprite Zero: • Sprite Remix: • Sprite Ice: • Sprite Duo• Sprite on Fire:• Sprite Super Lemon: • Sprite Dry Lemon: • Sprite Lemon Lime Herb: • Sprite 3G: • Sprite Recharge: • Sprite Super Chilled: • Sprite Green:
SWOT• Strengths – Manufactured by the Coca-Cola company therefore very well
funded, clear colour (good for people with braces or dental appliances), caffeine-free; versatile: can be mixed with other juices to create different taste sensations.
• Weaknesses – Contents of the product are all chemical based which may cause health conscious people to avoid it; 7UP’s (major competitor) website is far more informative than that of Sprite. it offers nutritive facts and answers to frequently asked questions which the Sprite website lacks. Infrequent promotional campaigns and a mixed up voice of communication.
• Opportunities – People tend to believe that high amount of bubbles in Sprite settles down stomach; People who limit their caffeine intake prefer lemon lime soft drinks.
• Threats - 7UP (major competitor) has recently been made a healthier soft drink. As well as competition from other brands in the lemon lime soft drink field
Top Related