The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
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Sprite - Rasta Clear Hai!!!
1.
2. Group Members :
ď Arun Sitaraman 2
ď Purva Chaudhari 7
ď Preeti Shetty 35
ď Aditi Mahapadi 40
ď Ushma Kapadia 44
ď Ankit Shah 47
3. ď Sprite a lemon-lime flavored soft drink introduced in USA in 1961.
Today it is sold in 190 countries.
ď Entered market in 1999 ; 2009 till now at 2nd position
ď Challenge for the brand : widen market share and lead over
competitors.
ď Though the brand wanted to widen its consumer base it do nât
want to expand its TG and completely focus on teenagers as its
target consumers
ď Positioning - Taglines like âseedhi baat no bakwasâ to the most
recent and popular âFirst drink then think, Sprite-University of
Freshologyâ
4.
5. ď Product : Sprite (Coca Cola Company)
ď Price: Different sizes
o Cans: 300ml (rs.20),
o REG: 200ml (rs.10), 300ml (rs.12)
o PET: 500ml (rs.25), 1.25l (rs.42), 1.5l, 2l, 2.25l (rs.65)
ď Promotion: Aggressive Promotion
ď Place: Available at supermarkets, general
stores, malls, theatres, stores in urban as well as rural
sections
6. ď Sprite a pretence buster
ď âSprite
Bujhaye Only Pyaas, Baki Sab Bakwaasâ
,âNO Gyaan only Pyaasâ and âSeedhi Baat, No
Bakwaas, Clear Hai?â.
ď NewUSP- âUniversity of Freshologyâ-ârefreshes the
body and resets the mindâ
ď Usefulfor TG of teens and not a conflict with Limca
which had higher TG
7. ď Major competitor for Sprite is 7up by Pepsico.
ď4 keys of differentiation are product, personnel
channel, image.
ď Sprite has a USP of teenage drink
ď Sprite
has an attractive and unique bottle
packaging
ď Sprite
believes in delivering what it promises i.e
quenching thirst
8. SR. NO PRODUCT LINE SEGMENT
Sr no Productr line segment
1 1 Coca cola Family drink
2
2 Diet coke Health conscious
3
3 4 Thumps up Urban males
5
4 Sprite Teenagers
6
5 7 Fanta Family drink
6 Limca Teenagers
7 Mazaa Fruit lovers
8 Minute maid Fruit Lovers
9. Entry
Barriers
:
LOW
Supplier Rivalry Buyer
Bargaining among Bargaining
Power : firms : Power :
low High HIgh
Subsitiut
e:
High