Sprite (soft drink) Case Study Presentation
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This document provides information about the soft drink Sprite. It discusses that Sprite is a lemon-lime flavored, caffeine-free soft drink produced by Coca-Cola. It was introduced in the United States in 1961 as a response to the popularity of 7 Up. Sprite comes in silver, green, and blue cans or green bottles with green and blue labels. The document also discusses Sprite's positioning as Coca-Cola's number 2 global brand behind Coca-Cola. It is Coke's largest brand in China and number 2 in India. The document discusses Sprite's past marketing campaigns and slogans over time that targeted teenagers. It provides recommendations for how to position the Sprite brand in India by connecting with youth in a simple,
Sprite (soft drink) Case Study Presentation
- 1. Sprite •Ravi Raichura – 156 •Niket Raut – 161 •Maulik Mehta – 136 •Manish Sawlani – 165 •Vikas Khandelwal - 130
- 2. 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.
- 3. Competition
- 4. Positioning Sprite 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”
- 5. 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.
- 6. Decision making process….. Need Information Evaluation of Post purchase Purchase Recognition Search Alternatives Behavior
- 7. How to Position the brand in India…..? Sprite in the eyes of youth Segment in INDIA
- 8. Current Soft Drink Market in India Coke – Coca Cola Pepsi - Pepsico Fanta – Coca Cola Mirinda - Pepsico Thumps up – Coca Cola
- 9. 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.
- 10. 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
- 11. Advertising Campaigns….. “Sprite bhujayee only pyaas……baki all bakwaas” “Seedhi Baat. No Bakwaas”
- 12. Sprite Launches the ‘University of Freshology’ and Unveils a New Tagline as Part of a New Ad Campaign in India
- 13. Campaign Billboards Bus Shelters Platform Branding Metro grab handles Delhi Metro Station Metro Incoach Panels Branding Elevators Subway Animation Complete train wraps Bus Back Panels Car Glass graphics Mall Drop Down Pole Kiosk 6 TV commercials Truck backs
- 14. • Thank you