ppt of sprite
TRANSCRIPT
SPRITE
Introduction of sprite
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 not want to expand its TG and completely focus on teenagers as its target consumers
Positioning - Taglines like “rasta clear hai” to the most recent and popular “First drink then think, Sprite-University of Freshology”
Rasta clear haiIn this new TVC titled, ‘The Guitar’ show cases how the Sprite protagonist has to face a guy who seemingly has an advantage over him and stands between him and his goal. The protagonist has to use his fresh thinking to overcome the situation, neutralize the disadvantage and get his goal to emerge as a winner..Promotion: Aggressive Promotion
• Target Audience: the whole young consumers’ group (pre teentolate20’s)
• Focus: The simple thirst quenching ability and unpretentious attitude of Sprite
Positioning
Sprite a pretence buster
“Rasta Clear Hai?”.
New USP- “University of Freshology”-“refreshes drink with fresh idea and edgy approach”
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