Sprite ppt

consumer behaviour towards sprite

1. Brand personality Presented by Suma Lima BBA 5 th Semester

2. H istory Originated in Germany as Fanta Klare Zitrone ( “ clear lemon Fanta ” ) introduced in USA in 1961 to compete against 7-up. Today it is sold in 190 countries . Created by the coca-cola company the product was introduced as “ lithiated lemon” in 1929, being renamed to sprite in 1961. Entered market in 1999 ; 2009 till now at 2 nd position.

3. Product Related Attributes Sprite is a transparent, lemon-lime flavored caffeine free soft drink. Crisp, clean taste that really quenches your thirst Sprite has an honest, straightforward attitude that sets it apart from other soft drinks 100% natural flavors

4. Continued… There are 140 calories in a 1 can serving of Sprite. Calorie breakdown: 0% fat , 100% carbs , 0% protein. Helps digestion as per popular belief Ingredients include carbonated water, citric acid, sugar, and sodium citrate. It also contains flavoring and sodium benzoate.

5. T agline The brand was launched in India in 1999 with the tagline, 'Sprite Bujhaye Only Pyaas , Baki All Bakwaas ' , positioning itself as a no-nonsense brand and basic thirst quencher. The TV commercial featured Lisa Ray bathing in Sprite . Since then, it has continued with the same positioning, though it changed its tagline to 'No Gyan ’ - Only Sprite in 2004. A few years later, it changed it again to ' Seedhi Baat , No Bakwaas , Clear Hai !' in 2008, which apparently worked well for the brand till now.

6. STP Segment : for all people seeking a soft drink Target group : all age groups, lower, middle and upper class people. Positioning : authentic, edgy, irrelevant, urban and straight forward style soft drink

7. competitors 7-up Mountain dew

8. campaign Billboards TV Radio Social Media Posters

9. Coca-Cola India is also promoting the brand through the Sprite Gully Cricket programme , which too has been redesigned with new rules and regulations.

10. Brand value and self image.. Brand sprite is all about having a refreshingly honest and irreverent perspective on life. Connects with youth of today by engaging them in a simple honest and straightforward manner. 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. Imagery Sprite Personified… Head-strong teenager! Young-adult vella -idle Student Sexy Casual Cool Music CEO of an oil company…. Middle aged Corporate personality Good looking Outgoing Sporty Mid-life crisis! Associations…