sprite - rasta clear hai!!!
DESCRIPTION
Case Study AnalysisTRANSCRIPT
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 ???!!
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