consumer behaviour sprite
TRANSCRIPT
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Sprite-Soft Drink
Subodh Bhagat Pratik Chandiwal Rohit Parkar Rohit Haval Amol Rathod Sagar Mantri Subodhkumar Nitnaware
Low involvement purchase and brand personality
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Real reason For Success of SPRITE• Association with Youth• Taste and digestion Benefits• Transparent means Pure is belief• The transparent sweet fizzy Sprite is the best companion for
transparent Vodka• Lemon is natural• Caffeine free soft drink• Clever Advertising campaigns• Refreshingly Honest and irreverent perspective on life• Healthier than other carbonated soft drinks
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taglines I like the sprite in You “Taste is tingling tartness” Obey Your Thirst “Seedhi baat no, no bakwaas, clear
hai?!” “Sprite Bujhaye Pyaas, Baki All
Bakwaas”
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Positioning Admiration seeker Urban and straight forward style
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Competitors 7 Up Mountain Dew
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Best element of campaign strategy Sponsorship in indian sports like gully
cricket
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University of Freshology
Humour as communication tool to draw more attention and retentionIt also uses some controversial tools to draw attention of its target segment eg. Youth
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Evident Personality Of Sprite In the Eyes of Youth In India
Adventurist who seeks freedom, desires to explore the world and loves new experiences
Straight forward Simple Honest Detach Personality
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Coke & Pepsi- aggressive seeker
Mirinda- Sensuality, glamour, temptation
Thums up- Adventure, Enjoyment
Other Brands(7Up)- Fun, jolly
Personality Traits of other Brands
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Thank You