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Sprite ppt


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consumer behaviour towards sprite

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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…