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History….
• Originated in Germany as Fanta Klare Zitrone ("Clear
Lemon Fanta")
• Introduced to the US in 1961 to compete a...
History….
• Sold in more than 190 countries.
• Number 2 Global brand for TCCC
• It sold half a billion cases in the U.S. l...
Product Related Attributes
• Sprite is a colorless, lemon-lime flavored soft drink
• Crisp, clean taste that really quench...
Product Related Attributes
• There are 140 calories in a 1
can serving of Sprite.
• Calorie breakdown: 0% fat,
100% carbs,...
Product Organogram
Beverages
water Flavored
Milk Hot
Beverages
Juices Soft drinks
Cola Lemon-Lime
7UP
60%
Sprite
30%
Gourm...
Communications
• Billboards
• TV
• Radio
• Social Media
• Posters
Pricing
• 250 ML Can Rs.25
• 330 ML Can Rs.35
• 500 ML PET Rs.35
• 1 L PET Rs. 55
• 1.5 L PET Rs. 85
• 2.25 L PET Rs. 100
...
Colors
• Green
• white
food
• Fast food
• Desi Food
youth
• Sprite nights
• Cricket
• Music/friends
Ads
• Sprite ka Tadka
...
Reasons
Coke not
available
Digestion
issues
Healthier
than
colas
Taste Occasion
Restaurants
Shopping
Wedding
parties
On ca...
• Unaided Recall-85%
• Recognition-75%
• Breadth-high!
Eating, Parties, Travelling, Movies
Studying, Shopping, Weddings….
...
Associations…
Head-strong
teenager!
•Young-adult
• Wela-idle
•Student
•Sexy
•Casual
•Cool
• Music
CEO of an oil
company….
...
Judgments and Feelings
Sprite is?
If Sprite were a person
it would be your?
Sprite makes you feel…
Resonance
once a
month
35%
once a
week
29%
daily
4%
hardly
32%
How often do you
consume sprite?
•Will you go to the next s...
What about
you and Sprite?
Not very Sure!
What about Sprite?
Its Young, Fun and
Exciting
What is Sprite?
A youthful and re...
Identified Sources of BESprite
•Ads and Imagery
•Association with Desi food
•Association with Youth
•Sprite’s Colors
•Thir...
What will make us stand out?
Points of parity must be achieved to compete in any industry
specially the beverage industry ...
Research findings..
• Perceived Image
 Not considered a youth brand but when it comes to the lemon
lime category only, Sp...
BUT….
Sprite has attempted to do cultural branding (which is its POD) but
while sprite ka tadka (food/desi food) and sprit...
Recommendations!
• Strong association with water sports can be taken a step further and
unique branding opportunities migh...
Sprite
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Sprite

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Sprite

  1. 1. History…. • Originated in Germany as Fanta Klare Zitrone ("Clear Lemon Fanta") • Introduced to the US in 1961 to compete against 7-UP • Created by the Coca-Cola Company • Sprite is the world's leading lemon-lime flavored soft drink. • Ranks as the No. 3 soft drink worldwide
  2. 2. History…. • Sold in more than 190 countries. • Number 2 Global brand for TCCC • It sold half a billion cases in the U.S. last year • Sprite was introduced in Pakistan in 1972 • By the 1980s Sprite had begun to have a large following among teenagers • To this date the brand is popular among youngsters • Ranks no.2 after 7up in lemon-lime fizzy drinks category in Pakistan!
  3. 3. Product Related Attributes • Sprite is a colorless, lemon-lime flavored 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 • No caffeine
  4. 4. Product Related Attributes • 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. Product Organogram Beverages water Flavored Milk Hot Beverages Juices Soft drinks Cola Lemon-Lime 7UP 60% Sprite 30% Gourmet Cola 10% Orange
  6. 6. Communications • Billboards • TV • Radio • Social Media • Posters
  7. 7. Pricing • 250 ML Can Rs.25 • 330 ML Can Rs.35 • 500 ML PET Rs.35 • 1 L PET Rs. 55 • 1.5 L PET Rs. 85 • 2.25 L PET Rs. 100 Distribution Available at three channels: • Traditional Trade – Which includes Beverage Vendors, Grocery Stores and Bakeries • Modern Trade – Includes Hyper Markets, Super Markets, Petro Marts and Mini Marts • On Premise – Local Food Stand, Conventional Restaurants, Fine Dining Restaurants etc. • Aim to cover different SECs through different price touch points • Usage based packages: entry, frequency, upsize, upscale
  8. 8. Colors • Green • white food • Fast food • Desi Food youth • Sprite nights • Cricket • Music/friends Ads • Sprite ka Tadka • University of freshology Product attributes • More fizz • Thirst quencher • Strong taste Brand Personality • Comparison tasks • Personification Customer Knowledge and Mind Map
  9. 9. Reasons Coke not available Digestion issues Healthier than colas Taste Occasion Restaurants Shopping Wedding parties On campus Travelling With Spicy food Customer Knowledge and Mind Map Doodh Soda Ice lollies Float drink Fresh- lime
  10. 10. • Unaided Recall-85% • Recognition-75% • Breadth-high! Eating, Parties, Travelling, Movies Studying, Shopping, Weddings…. Refreshing Fizzy Strong flavor Good After Taste Spicy food buddy Helps Digestion Performance Quality -High Price -Fair Packaging 80% people had issues! •Introduce buddy pack -said 30% •Innovate bottle design -said 30% •Innovate logo - said 20% 80% people said same or better Taste than 7up! Other Attributes at par with 7up! Salience Testing Brand Equity through the CBBE Model!
  11. 11. Associations… Head-strong teenager! •Young-adult • Wela-idle •Student •Sexy •Casual •Cool • Music CEO of an oil company…. •Middle aged •Corporate personality •Good looking •Outgoing •Sporty •Mid-life crisis! Imagery Sprite Personified…
  12. 12. Judgments and Feelings Sprite is? If Sprite were a person it would be your? Sprite makes you feel…
  13. 13. Resonance once a month 35% once a week 29% daily 4% hardly 32% How often do you consume sprite? •Will you go to the next store for sprite? No! •Interested in sprite branded merchandise-only 21% •Experienced Sprite Nights-only 17% •Been a part of conversation with friends? Yes!
  14. 14. What about you and Sprite? Not very Sure! What about Sprite? Its Young, Fun and Exciting What is Sprite? A youthful and refreshing fizzy drink Who is Sprite? A lemon-lime thirst quencher
  15. 15. Identified Sources of BESprite •Ads and Imagery •Association with Desi food •Association with Youth •Sprite’s Colors •Thirst Quenching Attribute •Refreshing •Taste-stronger + fizzier •The Coca-Cola Company Association •Digestion Benefits •Healthier than colored drinks •Range of usage situations 7Up • Food • Youth • Colors • Digestion • Thirst • Refreshment • Pepsi • Fizz • Fido • Cooler bottle
  16. 16. What will make us stand out? Points of parity must be achieved to compete in any industry specially the beverage industry where its mostly about achieving parity and any points of differences are an X factor. • POP Taste, Refreshing, Fizzy, Strong flavor, Good after taste, Spicy food buddy, Helps in digestion, Quality and Price. • POD  For 7up: Fido Dido! 7up’s mascot enhances its brand recognition while Sprite doesn’t have one.  FOR Sprite: Cultural Branding campaign like Man ki Maan and Sprite Nights.  Potentianl POD: Packaging and color scheme
  17. 17. Research findings.. • Perceived Image  Not considered a youth brand but when it comes to the lemon lime category only, Sprite is perceived as more youthful compared to 7up.  Top of mind for youngsters is majorly Coke/Pepsi  white drinks and diet drinks associated more with older people • Blind test Before test: 50/50 preference After blind test: Majority (65% of the sample) liked 7up’s taste but claimed that was sprite. Interpretation: Blind test results clearly demonstrate that sprite has a better brand equity compared to 7up owing not to its better taste but better branding.
  18. 18. BUT…. Sprite has attempted to do cultural branding (which is its POD) but while sprite ka tadka (food/desi food) and sprite nights (late night hangout with friends) have been picked up by people, man ki maan campaign is not very popular though it’s was a very innovative idea. HENCE.. Despite having better advertisements and hence Brand Equity, Sprite’s advertisements haven't been very successful in terms of recall which may be attributed to: • Either confusion between Sprite and 7up campaigns because of overlapping associations • Or 7up leveraging off sprites campaigns due to this confusion- 7up campaigns where clearly identified as 7up’s but sprite’s were confused-could be due to more 7up airtime as well
  19. 19. Recommendations! • Strong association with water sports can be taken a step further and unique branding opportunities might be sought.  For example, branding in the water facility of the OASIS Resort Lahore. • Breadth shall be enhanced by promoting innovative ways of sprite consumption through television advertisements, sponsored shows and magazine ads. • Improve Packaging: Introduce buddy packs, play around with the bottle design and the color scheme • Make packaging a POD; Differentiate from 7up • Try and get a cooler yet different (from Fido), very different mascot • Revamp the logo to give it a more contemporary look. • Co Branding: Sprite Nights and Nike!

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