•Case on Sprite
Personality
•Aanchal Madan: 20EMP1-01
•Kunal Ahuja: A19PT1-13
•Rakesh Sharma: 20EMP1-14
•B C M Reddy: 20EMP1-07
•Ravi Deep: 20EMP1-15
• Association with Youth
• Taste and digestion Benefits
• Transparent means Pure is belief
• The transparent sweet fizzy Sprite
is the best companion for
SPRITE transparent Vodka
•
As a
Lemon is natural
• Caffeine free soft drink
Brand •
•
Clever Advertising campaigns
Refreshingly Honest and irreverent
perspective on life
• Healthier than other carbonated
soft drinks
What could be the real reason(s) for
the success of this new brand of soft
drinks when there are already two
other international brands, namely,
Coke and Pepsi
• We will explain why Sprite became so popular even after the existing
brands like Pepsi and Coke by using Tri Component Model.
• COGNITIVE: Sprite when launched created this perception in minds of
consumers that it is naturally refreshing and has a lemony tarty taste. The
packaging is green in color with bubbles on it which symbolizes the
refreshing nature of the drink.
• CONATIVE: (Action’s or behavior towards a particular brand/ Expressed
as intention to purchase a brand). Sprite with its marketing campaigns
like “Seedhi Baat No Bakwaas” and “Obey your thirst” created massive
intentions to buy the product as it reflected the care-free attitude and
honest attitude of teens and youth.
• AFFECTIVE: (Emotions and feelings about a product or brand / Expressed
as favorable or unfavorable attitude towards a brand)
• The slogan “Obey your thirst” speaks of the core value of self-reliance,
the trait of following one’s instinct of being one-self and to drink a good
thirst quencher like Sprite.
• Ads of sprite also created affection with humor in its advertisements and
its unconventional and irreverent attitude connected with youths of
today. Its main target market was youth whereas Coke and Pepsi targeted
all age groups.
For low • Pictorial cues draw more attention and
retention
involvement
• Positioned in the market as a basic thirst
product quencher, targeted youth segment.
advertisement, • The tag line “Clear Hai” is quite appealing,
honest and straight forward.
pictorial cues are
• Visibility & Brand recall: Sponsorship in
more effective at Indian sports like basketball & active
generating recall involvement in other youth activities. served
to build around sprite an aura of individualism,
and familiarity with freedom, self-confidence and an ability at self-
expression, which created crucial emotional
the brand. In this connect with the consumers.
case , in your • Sprite presented itself as the ultimate refresher
opinion, what is the • Other slogans
best elements of the • “Taste is tingling tartness” : not produced
lasting impact on customers
campaigning • “Obey Your Thirst” : Captured imagination of
strategy? consumer and impacted cognitive level of the
consumers.
• “Seedhi baat, no bakwaas, clear hai?” :
straight forward , no non-sense. Connected
youth
• “Sprite Bujhaye Pyaas, Baki All Bakwaas”
• Launched large-scale and massive Internet
advertisements to sustain its popularity with
the youth segment.
What is the evident personality
of Sprite in the eyes of the youth
segment in India?
• Adventurist who seeks freedom,
desires to explore the world and
loves new experiences
• Admiration seeker
• Urban and straight forward style
• Simple
• Honest
• Detach Personality
• Humorous
Is there likely to be any difference in
personality traits between consumers
who prefer to drink Coke, Pepsi, Mirinda,
and other similar brands, and those who
prefer brands like Thumbs up?
• Yes there could be differences in personality traits between consumers who prefer to
drink Coke. Pepsi, Mirinda and other similar brands and those who prefer Thumbs up as
most of these drinks have one or more characteristics that differ from each other. For
example: -
1. Drinks like Coke and Pepsi are very much strong in their sugar content and are mostly
consumed by the consumers who like more sugary drinks.
2. Drinks like Thumbs Up although being of the same color (Black) as of the Coke and
Pepsi are pretty much flat and mostly consumed by the consumers who like a much
balanced and less sugary drink.
3. On the other hand, drinks like Sprite has a lemon flavor added to it and gives a very
soothing and relaxing taste to the consumers. Therefore, it has its separate consumer
base.
Actual Self
You are trying to
• What is Self Image It is How people
segment the soft drinks perceive themselves
market on the basis of • Different types of Self Image
consumer's (mainly • Actual self – The way consumers see
youth) self-image. themselves
Discuss the possible Ideal Self
• Ideal self – is how consumers would like
different types of to see themselves
consumer self-image • Social self - is how consumers feel others
see them
and
• Ideal social self – is how Consumers
describe the consequent would like others to see them
personality of different
soft drinks brands • Cconsequent personality of different soft
currently drinks brands currently marketed in India
marketed in India. is Self Image
• Coke & Pepsi- aggressive seeker
• Mirinda- Sensuality, glamour, temptation
• Thums up- Adventure, Enjoyment
Social Self
• 7Up- Fun, jolly
• Mountain Dew- Fearless
Ideal Social Self
Thank you!
