1. Sprite
•Ravi Raichura – 156
•Niket Raut – 161
•Maulik Mehta – 136
•Manish Sawlani – 165
•Vikas Khandelwal - 130

2. Sprite is a transparent, lemon-lime
flavoured, caffeine free soft drink,
produced by the Coca-Cola Company.
It was introduced in the United States
in 1961.
This was Coke's response to the
popularity of 7 Up. The product was
introduced as "Lithiated Lemon" in
1929, being renamed to "Sprite" in
1961.
It comes in a primarily silver, green,
and blue can or a green transparent
bottle with a primarily green and blue
label.

3. Competition

4. Positioning
Sprite is Coca-Cola’s No. 2
global brand, behind Coca-Cola.
It is Coke’s largest brand in
China, No. 2 in India and No. 3
in the U.S.
“Taste Its Tingling Tartness”
“Image is nothing – Thirst is everything
– Obey your thirst”

5. Positioning…..
1980's Sprite began to target teenagers, so in 1987 marketing ads for
the product were changed to cater to that demographic. "I Like
the Sprite in You" was their first long running slogan. Many
versions of the jingle were made during that time to fit various
genres. The slogan was used until 1994.
In 1994 Sprite created a newer logo that stood out from their
previous logos. The main colouring of the product's new logo was
blue blending into green with silver "splashes," and subtle small
white bubbles were on the background of the logo. The word
"Sprite" had a blue backdrop shadow on the logo, and the words
"Great Lymon Taste!" were removed from the logo. This was the
official U.S. logo until 2007.

6. Decision making process…..
Need Information Evaluation of Post purchase
Purchase
Recognition Search Alternatives Behavior

7. How to Position the brand in
India…..?
Sprite in the eyes of youth
Segment in INDIA

8. Current Soft Drink Market in India
Coke – Coca Cola
Pepsi - Pepsico
Fanta – Coca Cola
Mirinda - Pepsico
Thumps up – Coca Cola

9. Brand Value and Self Image…..
Brand Sprite is all about having a refreshingly
honest and irreverent perspective on life.
Connect with youth of today by engaging them
in a simple, honest and straightforward
manner.

10. Brand Value and Self Image…..
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. Advertising Campaigns…..
“Sprite bhujayee only pyaas……baki all
bakwaas”
“Seedhi Baat. No Bakwaas”

12. Sprite Launches the ‘University of Freshology’ and Unveils a New Tagline as
Part of a New Ad Campaign in India

13. Campaign
Billboards
Bus Shelters
Platform Branding Metro grab handles
Delhi Metro Station Metro Incoach Panels
Branding Elevators
Subway Animation Complete train wraps
Bus Back Panels Car Glass graphics
Mall Drop Down Pole Kiosk
6 TV commercials Truck backs

14. • Thank you