Marketing Presentation - SPRITE 786

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