Sprite Branding Elements

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Sprite Branding Elements

  1. 1. Strategic Brand Management15.06.2012RihannaTazGuguRollandRodney
  2. 2. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations
  3. 3. Brand audit map Source: Martina Jelsema, 2004
  4. 4. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations
  5. 5. Video
  6. 6. 1940 The elfin character Sprite Boy appeared in ads with a devilish smile, often with stars around him (representing his sparkling personality and the bubbles in Coke).1961 Sprite was introduced in the United States in 1961 by Coca Cola in response to the popularity of 7UP1990s The lemon-lime soft drink Sprite was in the late 1990’s one of the fastest growing carbonated soft drinks in the United States and around the world1994 In 1994 Sprite retired its upbeat ad campaign ‘‘I Like the Sprite in You’’ for an edgier approach designed to appeal to Generation X. ‘‘Image is nothing. Thirst is everything. Obey your thirst.’’ Campaign was targeted at teens and young adults, was one featuring basketball star Grant Hill in a parody of pretentious fashion commercials.1994 From 1994 to 1998 the brand experienced global double-digit growth. This period of dramatic expansion coincided with the launch of the brand’s ad campaign ‘‘Obey Your Thirst.’ The campaign aimed to speak directly to the drink’s target market, teenagers, rather than talking down to them.
  7. 7. MISSION• To own all the pillars of South African Hip Hop.• By owning all the pillars of Hip Hop from DJ’ing, MC’ing, B- Boying, Beat Boxing & Graffiti Sprite are able to speak to the heart and the passion of their consumers.• As well as engage with them in the other facets of Hip Hop Life Style such as photography, fashion & design etc … VISION• Break free from constraints & share the intensity ( Oral, Visual, Movement)• A platform to express their intensity and further their reach ( speak to the nation)• To provide a sudden Intense refreshment to sharpen the mind
  8. 8. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations
  9. 9. Sprite Green glass bottles and was designed to reflect the brand’s ‘‘cool, refreshing’’ personality Slogan Logo Packaging Taste Pricing Premium pricing:  Carbonated water Recommended  Sugar 2L: R17.50  citric acid “Be  acidity regulator 1.25L:R9.00Uncontainable”  natural lemon 1L:R11.50 FC: IC  Lime flavourings 500ML:R8.50  preservative 330ML:R650 2L 330ML Caffeine free 300ML:R4.00 1.25L 300ML 1L 500ML
  10. 10. BRAND TRUTH Sprite is Edgy & has an authentic POV
  11. 11. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations
  12. 12. Customer Segmentation Primary target market 16+ Youth who express Market definition themselves in authentic and uncontainable ways. Teensbeverages segment which is having a who hang and chill on campus,market size of 700 million unit cases and basketball courts or hip hopthe brand has a market share of 9% street corners, and who showcase their talent and street credThe brand had crafted a special place for Secondary target marketitself by differentiating itself as a plainthirst quenching drink Moms with teens at home who understand that the life of their teen is intense and complex. Sprite is purchased as an additional beverage to the family repertoire as they understand that Sprite helps teens express themselves in an uncontainable and cool manner
  13. 13. CONSUMER PROFILE• Who are we talking to? – 16 to 19 year old youth in LSM 6 to 10 – They live in urban & peri-urban areas • What do we know about them? – Self discovery & self expression is merely an extension of their individuality – Technology has enabled them to be more connected and they are more driven than ever before .
  14. 14. CONSUMER PROFILE• These are their ‘Heat of the Moment’ moments – Socio – economic factors i.e. Lack of money – Macking a chick or talking to a boy – Road Rage – Drifting apart from old friends – Dealing with the parentals – Peer Pressure – Drug & alcohol abuse
  15. 15. CONSUMER INSIGHT• When Mzansi teenagers find themselves battling those ‘Heat of the Moment’ Moments they look for an outlet that allows for them to be free and be who they wanna be.• From art to poetry, self expression is the key to their individuality. That lets them remain cool and maintain their authenticity.
  16. 16. Hip Hop as a form of expression Music Art Dance Outward rebellion, agitation and More driven, informed, connected blatant, non-conformity to others
  17. 17. • T-Touch• Lives in either Diepkloof or Houghton• Still in High School• Battle everyday issue (politics and money)• Loves hanging out listening to Hip Hop• Opinionated and vocal• Outside the box thinker• Entrepreneurial• Love brands that talk to him (Adidas,Struz Bob,Apple)
  18. 18. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Metrics8. Competition9. Recommendations
  19. 19. Positioning Customer Proposition • From Coca-Cola Company, their #2 global brand. • Lemon Lime drink that offers sudden refreshment which instantly invigorates and sparks your body and mind. Consumer & Shopper Proposition • Sprite is a quality product from the Coca- Cola Company, their #2 global brand and South Africa # 3. • Sprite is the clear Lemon Lime drink that offers sudden refreshment which instantly invigorates and sparks your body and mind. • Sprite helps you keep your cool in order to spark true self expression
  20. 20. Outlet Positioning Buying practices(Planogram) • Supers and Hypers • Independent wholesales • Convenience stores • Spaza • Liquor stores • QSR • Pubs and Clubs • OTG
  21. 21. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations
  22. 22. Obey your thirst (1994-1998) • Launches in 1994 • Sprite was a light, crisp, and refreshing beverage • Sprite marketers wanted to convey that Sprite was not pretentious. • The Sprite brand spoke to legitimacy and integrity, encouraging consumers to trust their instincts and, in a sense, saying to teenagers, ‘‘Exercise your own judgment.’’
  23. 23. Brand Endorsers (progression) • Sprite did not renew their contact with Drake as a brand endorser . • Talib Kweli is a campaign endorser and will only work with the uncontainable talent search
  24. 24. Campaign intro…
  25. 25. BUILDING THE HIP HOP Sprite believes in giving young adults a stage to speak and stay true to their thoughts and to speak their minds To move their talent & their expression further Brand aims to get teens to ‘Speak Your Mind
  26. 26. Packaging TV Radio Magazine MarketingBillboards Support Digital
  27. 27. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations
  28. 28. Source: Datamonitor 2011Key competitor analysis and differentiator Trends • South African carbonates manufacturers maintained their focus on their core brands during 2010 in order to boost their volume sales and kick start their recoveries from the effects of the recent economic downturn. A lower focus is expected on new product innovation until such time as disposable income levels recover. Forecast • It is expected that a growing number of vitamin fortified carbonates brands will be introduced in South Africa over the forecast period as manufacturers look to attract health conscious consumers. In addition, a large number of sugar-free versions of leading brands will also be introduced over the forecast period.
  29. 29. Competitors Product Competition Product Category Competition Generic Competition Budget Competition
  30. 30. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations
  31. 31. Impact metrics Line extensions Product lifecycles Sprite Zero is a clear soda, lemon- lime flavoured, caffeine-free and sugar-free beverage
  32. 32. Image metrics Recognition • quality product • #2 global brand and #3 in South Africa • clear Lemon Lime drink that offers sudden refreshment Preference • battling ‘Heat of the Moment’ moments • free and be who they want to be • From art to poetry, self expression is the key to their individuality. • remain cool and maintain their authenticity. • spark true self expression Relevence • young adults a stage to speak and stay true to their thoughts and to speak their minds • We believe in them to never holding back • To move their talent & their expression further • burst the intensity of the uncontainable • ‘Speak Your Mind;’ Loyalty • cornerstone in the Hip Hop scene in South Africa • own the South African Hip Hop in all of its entirely • push and own an active lifestyle both mentally & physically • Artists involved with the brand - PRO
  33. 33. Brand Equity • Slogan: Uncontainable • Brand endosers: Drake, Talib Kwali • Heritage • Thirst quencher • Basketball • Hip Hop culture • Youthful • Expression • Cool
  34. 34. SWOT Analysis • Clear drink, green bottle (perceived as • Inconsistent support (resources) WEAKNESSESSTRENGTHS healthier option) • Chemical based contents • Heritage and credibility inconsistent brand identity between Sprite and Sprite Zero • Positioning too niche • Moved from initial value proposition of ‘plain thirst quencher’ • Reasons to love Sprite • Non Hip Hop followersOPPORTUNITIES • Potential to alienate potential • Non metropolitan dwellers THREATS consumers older • Positioning • Health conscious consumers • Movement towards a healthier • Increase foot print of lifestyle Sprite Zero • Image of the hip hop scene can have negative impact on the Sprite brand • Consumers who limit their caffeine intake prefer lemon lime soft drinks
  35. 35. Agenda1. Brand Audit Map2. Brand History3. Personality4. Customer segmentation5. Positioning6. Promotional campaigns7. Competition8. Metrics9. Recommendations
  36. 36. Recommendations • Create own identity for Sprite Zero by increasing share of voice within health conscious consumers • Build more consistency within the brand, make use of the Brand Ambassord • Hip Hop is the global strategy for Sprite although Hip Hop resonates in the teen South Africa market, Kwaito makes up the bigger segment (75% vs. 25%).
  37. 37. That’s a RAP

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