Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Sprite ppt

6,551 views

Published on

consumer behaviour towards sprite

Published in: Marketing
  • Login to see the comments

Sprite ppt

  1. 1. Brand personality Presented by Suma Lima BBA 5th Semester
  2. 2. History • 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 2nd position.
  3. 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. 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. 5. Tagline • 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. 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. 7. competitors • 7-up • Mountain dew
  8. 8. campaign • Billboards • TV • Radio • Social Media • Posters
  9. 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. 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. 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…

×