Term Project

Topic Revival of Sprite 3G

Submitted To: Submitted By:
Sir Asad Hassan Butt
Hassan Maqsoood Malik Waseem Fatima Zahra Bakhtawar Mustafa Sehrish Zahoor Ayesha Masood Hamza Khaliq RMBA-Fall 12-050 RMBA-Fall 12-024 RMBA-Fall 12-048 RMBA-Fall 12-040 RMBA-Fall 12-042 RMBA-Fall 12-070 RMBA-Fall 12-049

Class: Session: Semester: Section: Department:

MBA 2.5 & 3.5 2012 II B

Institute of Business and Management University of Engineering and Technology Lahore

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Acknowledgement

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Alhamdulillah, first of all we would like to thank God as finally we were able to finish our project that have been given by Marketing Management teacher to us. This task had been done with all efforts by group members even though little bit problems occurred during the research. Luckily, all the problems were settled down and we were able to complete this dissertation properly. Besides that, a lot of thanks to our supervisor and teacher Sir Asad Hassan Butt because without his guidance our project would not be done properly like this. He always gave us support and guidance about how to do our research in purpose to produce a good outcome from feedback in order to get good results. From the selection of the topic to the end of project our worthy Sir was always there for our help. Although this topic was chosen by all group members but it was finalized after the full negotiation with him. Finally, thanks to our beloved friends and classmates that always stick together and also helped us to produce a good matter. Hope that all the ideas and comments of you will give a lot of benefits to us and also to our project. Last but not least bundle of thanks to all the parents of our group members for cooperating with us and giving us time and financial resources in the completion of this task.

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Table of Contents

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Executive Summary ...4 Introduction to the soft drink ................5 Definition of the Industry............5 History of Coca-Cola .....6 Introduction, History and Marketing of Sprite........7 Variations of Sprite ....9 BCG Matrix of Coca-Cola Company....12 Causes of failure of Sprite3G in Pakistan ....13 Original Marketing Mix of Sprite3G.....14 PESTLE Analysis of Coca-Cola Pakistan ....15 SWOT Analysis of Sprite ...17 Sprite 3G Hits Hard again with a bang.....18 Research Methodology, Objectives &Approaches...20 New & improved Marketing Mix of Sprite3G..21 Promotional Advertisement Sample & ideas23 New marketing Strategies of Sprite 3G.24 Message Strategy ....26 Results, Test Evaluation of Strategies28 Conclusion.....29 References.....30 Appendix....31

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Executive Summary

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Sprite3G is basically a variation of Sprite a well known brand of Coca-Cola Company. It was launched in 2009 in Pakistan with a huge marketing hype but it could not survive its existence for long in market and became a failure. There were many causes behind this market failure in which Taste and poor promotional campaigns were the major factors. In 2013 company realized the necessity of their product to be in market to compete with its other competitors as they are now earning huge profits in the absence of this brand because they have no any strong competitor to give the tough time in market. For the purpose of revival of the brand Company hired us for the market research and formulation of new and effective strategies. We as students of marketing under the supervision of our marketing teacher performed a research work and then analyzed the results to formulate new and improved set of marketing strategies. The result data of sampling concludes that the revival of Sprite3G is possible because there are 54 percent current and potential customers in the market who are willing to have
sprite3G with

little changes in taste and packaging style. We also analyzed some other aspects too

of the customers and then we designed some new strategies on the basis of original strategies to re-launch this product. We have named this re-launching campaign as Sprite3G Hits hard again with a bang. Our main focus after taste is on promotion the 4th P of Marketing Mix as we want to create a clear and unforgettable image on the minds of customers for this purpose we have scheduled many activities and events for Sprite3G. Evaluation of these strategies will be done before the re-launch in the test launch activity if we will have positive response from consumer market then we will definitely go for re-launch in an efficient and effective way.

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Introduction of Soft Drinks

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Soft drinks are known as non alcoholic beverage containing syrup essence or fruit concentrates that are mixed with carbonated water. Soft drinks are thirst quencher, hygienic and a drink of enjoyment. Soft drinks industries are quit old. Today Pepsi and coca-cola are the famous brands and both are multinational. The production of soft drink industry is based on the franchise system, where the parent companies supply the concentrates brand name and know how. The franchise unit that is the bottling unit supplies the production to the market. Hence the bottlers become very important for the successful operation of the soft drinks brand. The drinks are called soft drinks, only to separate them from hard alcoholic drinks. This drinks do not contains alcohol & broadly specifying this beverages, includes a variety of regulated carbonated soft drinks, diet & caffeine free drinks, bottled water juices, juice drinks, sport drinks & even ready to drink tea/coffee packs. So we can say that soft drinks mean carbonated drinks. Today, soft drink is more favorite refreshment drink than tea, coffee; juice etc. It is said that where there is a consumer, there is a producer & this result into competition. Bigger the player, the harder it plays. In such situation broad identity is very strong. It takes long time to make brand famous.

Definition of the Industry:

The Soft Drink Industry consists of establishments primarily engaged in manufacturing non-alcoholic, carbonated beverages, mineral waters and concentrates and syrups for the manufacture of carbonated beverages. Establishments primarily engaged in manufacturing fruit juices and non-carbonated fruit drinks are classified in canned and Preserved Fruit and Vegetable Industry. Principal activities and products:

Aerated waters Carbonated beverages Mineral and spring waters Soft drink concentrates and syrup Soft drink preparation carbonating

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The first marketed soft drinks (non-carbonated) appeared in the 17th century. They were made from water and lemon juice sweetened with honey. In 1676, the Companies de Limonadiers of Paris was granted monopoly for the sale of lemonade soft drinks.

History of Coca-Cola
Coca Cola is the worldwide well-known company of soft drinks with extraordinary social popularity and long history. Being a part of food industry, its market is targeting at almost people all over the world. Coca-Colas headquarters are in Alaska, (USA) and there are more than 200 countries in which it is acting as a host company. In Pakistan there are 9 plants and over 1800 employees, 8 plants are functional and three plants in Lahore, Gujranwala and Rahim Yar Khan have achieved the Quality system award. Coca-cola with its 450 brands is claiming to be the worlds best non-alcoholic beverage maker and is yet proving his claim by having 63% share in the world market and they are fulfilling their promise to maintain a standard and proving to become a quality symbol. And their aim is to serve the nation by making only non-alcoholic drinks and to give the world a cool and fresh treat. Originally intended as a patent medicine when it was invented in the late 19th century, CocaCola was bought out by shrewd businessman Asa Griggs Candler, whose aggressive marketing tactics led Coca-Cola to its dominance of the world soft drink market throughout the 20th century. Although faced with accusations of perverse side-effects on the health of consumers and monopolistic practices by its producing company, CocaCola has remained a popular soft drink well into the first decade of the 21st century. Coca-Cola (also known as Coke) is a popular carbonated soft drink sold in stores, restaurants and vending machines in over two hundred countries. It is produced by The Coca-Cola Company, which is also occasionally referred to as Coca-Cola or Coke. It is one of the worlds most recognizable and widely sold commercial brands. Coca-Cola's major rival is Pepsi. Although Coca-Cola has been the target of urban legends decrying the drink for its supposedly copious amounts of acid, or the "life-threatening" effects of its carbonated water but still it is the most in-style soft drink.
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About its safety and the ethics of the company that produces it, it is widely accepted as the most dominant soft drink in the world today.

Introduction of Sprite:
Sprite is a colorless, lemon-lime flavored, caffeine-free soft drink, created 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. It comes in a primarily silver, green, and blue can or a green transparent bottle with a primarily green and blue label. Sprite is one of Coca Colas most successful and popular
products spreading over 190 countries around the world. Owing to its clear color and refreshing taste, easily-accepted price and its characteristic that can be purchased easily, Sprite is the bestselling noncoke product in Coca Cola Company.

History of Sprite: Sprite was introduced in the United States in 1961 to compete against 7-Up. It is a common misconception that the name was inspired by illustrator Haddon Sundblom's "Sprite Boy" character, which had been the Coca-Cola mascot in ad campaigns of the 1940s and 1950s. In the 1980s, many years after Sprite's introduction, Coke pressured its large bottlers which distributed 7-Up to replace the competitor with the Coca-Cola product. In large part due to the greater strength of the Coca-Cola network of bottlers, Sprite finally became the market leader position in the lemon-lime soda category in 1978.

Marketing of Sprite Brand: Over the years, Sprite advertising has used the portmanteau word lymon, combining the words lemon and lime, to describe the flavor of the drink. Sprite's slogans in the 60s and 70s ranged from "Taste Its Tingling Tartness," "Naturally Tart," and "It's a Natural!" Sprite started its most memorable campaign in the early 1980s with the words "Great Lymon Taste Makes it Sprite" which remained on the logo for many years. By the 1980s Sprite had begun to have a large following among teenagers; marketing ads for the product were changed to cater to this demographic in 1987. "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.
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In 1994 Sprite created a newer logo that stood out from their previous logos. The main coloring 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 packaging. This was the official American logo until 2007. During 1994, the slogan was also changed to "Obey Your Thirst" and was set to the urban crowd with a hip-hop theme song. One of the first lyrics for the new slogan were, "Never forget yourself 'cause first things first, grab a cold, cold can, and obey your thirst." Toward the late 1990s most of Sprite's advertisements featured amateur and famous basketball players. The tagline for most of these ads was, "Image is nothing. Thirst is everything. Obey your thirst." In 1998, one commercial poked fun at products with cartoon mascots. In the commercial, a mother serves up two glasses of a fictitious product called "Sun Fizz" for her kids. The kids are thrilled, saying that it's their favorite. Then the product's mascot, a sun character with blue eyes, a red bow tie, and a high-pitched Mickey Mouse-like voice, pops out saying that "there's a delicious ray of sunshine in every drop." The mother and her kids scream in horror and run while the sun character chases them around the house asking why they're running from him. After the mom trips and tells her kids to keep running, the viewer is left to wonder what will happen to her. Finally, the commercial's message is given: "Trust your gut, not some cartoon character." In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, were humorously exaggerated. Also in the 1990s, Sprite launched the short-lived but memorable "Jooky" ad campaign. The 30-second television spots poked fun at other soft drinks' perceived lack of authenticity, ridiculous loyalty programs and, in particular, the grandiose, bandwagon-driven style of advertising popular among other soft drink manufacturers, notably Pepsi. The tagline for these spots was "Image is nothing. Thirst is everything. Obey your thirst." In 2000, Sprite commissioned graffiti artist Temper to design a limited edition can which saw the design on 100 million cans across Europe.

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In 2004, Coke created Miles Thirst, a vinyl doll voiced by Reno Wilson, used in advertising to exploit the hip-hop market for soft drinks. In 2007, a new Sprite logo, consisting of two yellow and green "halves" forming an "S" lemon/lime design, began to make its debut on Sprite bottles and cans. The slogan was changed from its long running "Obey Your Thirst" to just "Obey". The advertisement themes received their first major change for this decade as well. The "Sublymonal" campaign was also used as part of the alternate reality game the Lost Experience. This also resurrected the "lymon" word. Sprite redesigned their label in 2009, removing the aforementioned "S" logo after just two years. The new design, which features yet another new revision of the main Sprite logo, bears much resemblance to the 1994 revamp.

Variations of Sprite
Sprite Zero: This sugar-free version was originally produced in the United States as "Sugar Free Sprite" in 1974, and then was renamed to "Diet Sprite" in 1983. In other countries, it was known as "Sprite Light." In September 2004, it was rebranded as "Diet Sprite Zero." Since then, it has become "Sprite Zero (Sprite Z)" in Argentina, Australia, Bolivia, Brazil, China, Europe, Paraguay, Peru, Uruguay, and New Zealand. "Diet" was dropped from the product's name, to become simply "Sprite Zero," when new logos debuted in June 2006. The "Zero" designation for low-calorie sodas from the Coca-Cola Company was first used on Diet Sprite Zero before being used on the flagship Zero product, Coca-Cola Zero.

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Sprite Remix: Fruit-flavored variations first introduced in the United States in 2003. A different flavor was available in 2004, and finally 2005. Its production has been around 11.6 billion bottles per year. Three Sprite cans produced in China (from left to right): Sprite Icy Mint, Sprite on Fire, and Sprite. Sprite Ice: A mint-flavored Sprite that made its debut in Korea in 2002 as "Sprite Blue," "Sprite Ice" in Canada, and '"Sprite Ice Cube" in Belgium in 2003. "Sprite Ice Blue" was introduced in Italy and mainland China in 2004 and in Chile in the summer of 2005. There is also "Sprite Lemon Lime Mint." Sprite Duo: A variation of Sprite with lemon juice and less carbonation and sugar that is available in Spain in cans and PET bottles. It was introduced in spring 2007. Sprite on Fire: A ginger-flavored variation marketed as having a burning sensation. It was introduced in Hong Kong in 2003. This flavor also debuted in China in 2004. It is available in some areas as Sprite Finger Lemon". Sprite Super Lemon: Introduced in Hong Kong in 2003. Sprite Dry Lemon: Not available in U.S. Sprite Lemon Lime Herb: Not available in U.S. Sprite Recharge: An energy drink. Chinotto: Marketed as lemon-lime soda in some countries in South America as a replacement for Sprite (Sprite uses the name "Chinotto" in countries such as Venezuela). Its taste is very similar to Sprite. Sprite Super Chilled: Expected as early as 2008, special packaging and vending machines were to produce ice in the bottle when it was opened. Sprite Green: Announced December 17, 2008, Sprite Green was to be sweetened with Truvia (a natural zero-calorie sweetener made from stevia). Sprite 3G: An energy drink. Ingredients include glucose, caffeine from green coffee beans and guarana. Sprite 3G has since been discontinued in the UK and many other countries. This variation of Sprite has once dominated the market by defeating its competitors especially Team a well marketed product of Pepsi. Its launching campaign was done on large scale.

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It became very popular and unique at is launching time and attracted many users. Its existence in market was just like FAD means a temporary trend in market. It could not survive for long-term. There were many causes for its failure which will be further discussed in the report.

Life Cycle of Sprite 3G in Graph

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BCG Matrix of COCA-COLA Company:

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BCG Matrix of Coca Cola shows that the sprite 3G is currently in DOG whereboth the Growth rate and market share are very low. It needs more investment and promotion to acheieve the place in Cash cow catagory.

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Causes of failure of Sprite 3G in Pakistani Market

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Although the Sprite 3G was a brand of a successful company Coca-Cola having 2nd most biggest market share holder of Pakistani market it failed to survive in the market and rejected by the most of the people. Hence it proved that the powerful impact of Coca-Cola as a brand could not save it from failure. There were many causes defined as justifications from the company but the opinion from the customers matters a lot. We had a direct survey from the customers to know about the public opinion about sprite 3G failure. We deduct some major reasons from that survey which are following. Taste Sales Promotion (Advertisement) Availability Packaging Color Taste is almost the most important factor which is claimed to the failure of Sprite 3G because this cold drink is a mixture of such chemical combination that makes it little bitter while taking a sip of it. This specific little bitter taste is due to guarana and more quantity of coffee beans in it. So there is need to change its taste by replacing the guarana with some other ingredient like lemon or mint. Along with it quantity of coffee beans should be less than before to make it tasty. Sales Promotions are far important to make a product popular and to create a good image on the minds of customers. At the time of launch for Sprite3G the company did the TTL (Through the Line) campaign means the combination of ATL (Above the Line) and BTL (Below the Line) methods for promotional activity. But after launching it the company did not focus properly on such activities which erased the impact of this product from customers minds. Availability means the placement of this product was very poor. Sprite 3G was only available on few departmental stores. In other words it was not easily available on door step of each and every customer unlike Coke and Sprite.

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Packaging of this bottle was not so different from Sprite so its image was not so unique and differentiated from sprite. So this product was under shadowed by the existence of Sprite in market. There is a strong need to be change in its packaging style. Color of the liquid of this product was transparent. According to the survey the majority liked the green color but many people liked it as a colorless so it is required a slight change a color of its liquid to light green rather than transparent.

Original Marketing Mix of Sprite 3G

Sprite 3G is a light green gaurana flavored caffeine soft drink. It comes in a primarily Product green and blue can or a green transparent bottle with a primarily green and blue label. Price 1500mL: Rs.75 500mL: Rs.40 6330mL: Rs. 45 250mL: Rs. 15

Can be purchased from different stores in Pakistan for example: in supermarkets, small Place shops. It was not available everywhere due to poor placement strategy. Promotion Campaign was on luxury cars with a loud music and logo of Sprite 3G and Promotion only one TV commercial with no any variations.

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PESTLE Analysis of Coca Cola Beverages Pakistan Ltd Current Scenario:

2013

Like juices, Milo cold coffee, drinks, Shezan products e.g. squashes, tetra pack juices are also sort of threat but not the direct threat for Coke because they provoke health consciousness and physical fitness, although Coke has converted their attack on health issues by offering Diet Coke and Minute Maid. And on the other hand the direct rival of Coca Cola, Pepsi has come up with Pepsi Max in order to counter the health issues. Total beverage market share of PEPSI is 53%, Coca Cola 37% and others 10 % in Pakistan. (Ali Imran Chaudary Nov 15, 2012). PESTLE on Coca Cola Beverages Pakistan Ltd Political: Coca-Cola management is not happy with the Govt. tax laws. As company is offering different products like Coke, sprite, Fanta and they have to import Different concentrate for each product so this factor in the end causing Coca Cola to pay heavy taxes. Last government was giving rebate to Coca Cola but the present government is not giving any kind of rebate. Economical: The fluctuations in Pakistan economy also effect Coke market position. Because of high inflation and low purchasing power Coke is unable to capture many potential customers of the large Pakistani population who have to struggle hard to make both ends meet rather than afford the luxury of drinking Coke as often as they would like to. The current interest rate is very high and this is really affecting Coca Cola because they are doing business on credit this factor in the end increase their cost. Social: Coke a customer oriented company, always takes steps for the welfare of its consumers. It also helps the needy and knowledge seeking people with fewer resources by providing them books, scholarships & opportunities to work. It has launched a program in Gujranwala and Rahim Yar Khan where it provides basic education to children. It has also launched programs to
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increase awareness about the conservation of water & natural resources, climate changes, waste environment education & recyclable products. Technology: The new methods of filling the bottles, the refrigeration methods, the disposable bottles, the PET bottles all made so many changes in the beverage industry. Coke is adopting all the new technologies available. Coke is providing refrigerators, visichest coolers and many more for keeping the bottles chilled, as they claim in the subcontinent "Thanda Matlab Coca Cola". Coca Cola Company got the technology of dispensers so they give Coke to people that is as fresh from the fountain. Coca Cola Company has acquired the technology for the usage of PET bottles. Coca Cola Company is producing new packaging sizes with differentiated packaging with the help of new technology every day.

Legal:
Coca Cola Company follows legal rules of country, because Pakistan is a Muslim Country so the advertisement of Coca Cola is according to Law and order. Legal analysis takes into account both of these angles and then charts out the strategies in light of these legislations. For example, consumer laws, safety standards, labour laws etc are maintained properly by the Coca Cola Company.

Environmental:
Environmental factors relate to the ecological and environmental aspects that will affect the demand for a company's products and how that business operates. Environmental regulations Ecological regulations Reduction of carbon footprint Sustainability Impact of adverse weather

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Coca Cola Company tries to maintain all its environmental regulations so that the atmosphere does not get effect, but due to less support by the government the company is unable to complete its environmental responsibilities.

SWOT Analysis of Sprite

Situational Analysis (S.W.O.T): Strengths Manufactured by the Coca-Cola company therefore very well funded, clear colour (good for people with braces or dental appliances), caffeinefree; versatile: can be mixed with other juices to create different taste sensations.

Weaknesses

Contents of the product are all chemical based which may cause health conscious people to avoid; 7UPs (major competitor) website is far more informative than that of Sprite it offers nutritive facts and answers to frequently asked questions which the Sprite website lacks.

Opportunities

People tend to believe that high amount of bubbles in Sprite settles down stomach; People who limit their caffeine intake prefer lemon lime soft drinks.

Threats

7UP (major competitor) has recently been made a healthier soft drink. As well as competition from other brands in the lemon lime soft drink field such as Sierra Mist and Bubble Up.

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Sprite 3G Hits Hard again with a bang:

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Now the Coca Cola Company has realized that the current situation of Sprite 3G has no worth in the market with current status so they are willing to re-introduced the highly acclaimed brand Sprite with the specific variation Sprite 3G. The re-launch is at time when the company has been facing a tough competition in the local market. The company has hired our team of MBA students for the project of revival of this product with new strategies to change its old image to a new successful product. Therefore we have mentioned above the current situational problems which caused failure of this product and now we are going to develop the revival strategies for it to change its look and create new image in market with success.

The above picture is the image of existing product in market. We have carefully selected the brand with the same name Sprite 3G but this time the letters 3G in the brand is a term related to the Technology especially with the Telecommunication industry like the 3G mobiles. We have carefully associated this term to 3rd Generation of innovation in technology. The company (Coca Cola) has been very clever in making slogans for their products; according to the needs of the most of the people in Pakistan like; Jo chaaho ho jaaye Coca Cola enjoy! Now the re-launch of Sprite 3G will be a new, attractive and really short slogan viz; HITS HARD again with a BANG. The old one was also an attractive one and became a Unique Selling Point (USP) for the brand. It was; Dikhaawey pe na jaao apni aqal larrao

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The brand Sprite was launched in 1961 in response to the already popular 7-Up; but over the time many beverage companies plunged into this ever demanding business. Now the company is facing a stiff competition at local level with 7-Up, the newly re-launched Mountain Dew and some local companies like Gourmet Cola.

At the time of launching; the company provided free drinks to the public, during an introductory campaign, as a product sample. The campaign was held at Akbar Chowk, Lahore near the Meezan Bank in an empty plot. There was a truck full of crates of bottles, a Land Cruiser branded with the products name and a small but really hip hop music setup.

The branded Land Cruiser was a great attraction for the public as they were of the view that, this car is here for a prize and they can win it by participating in some sort of competition activity.

It is our car and whenever we move to some place we use this car, said Saahil, th e Brand Ambassador of Sprite 3G at that time. The campaign was supported by the Rock Remix music provided by a local music band DJ Butt. It was a mixture of some western music with the remixes from Bollywood. The transition from one song to another was really great.

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Although these were very bright and clever ideas but the product could not survive more than two years successfully so our task is to re-launch it from top to bottom with great changes. For this purpose first of all we have done a questionnaire surveys from the students of different top universities of the Lahore because students are the main potential customers of this soft drink.

Research Methodology:
We designed a questionnaire paper with almost 30 questions asking about the priorities of students while selecting a soft drink. These questionnaires were filled by 300 students including male and female both. This questionnaire helped us a lot to analyze the priorities of customer attitude towards soft drinks. The results of the questionnaire are given in appendix of this research paper. On the basis of the results of this questionnaire we made many assumptions and their solutions while re-launching the Sprite 3G. Research Objectives: 1. To examine the behaviors towards usage of Soft Drinks. 2. To identify attitudes towards sprite3G and competing brands. 3. To determine promotional platform that may be used for re-launching the product. 4. To determine the new possible changing in the brand and its strategies. Research Approach: Survey & Research Questionnaire Existing Data from the company Direct Market Research
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Interviewing different Marketing officials of Coca-Cola Internet

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New & Improved Marketing Mix of Sprite 3G

Use the natural and healthy substitute instead of artificial additives in ingredients. Product Strategy The main focus is on taste of the product by replacing gaurana by a lemon or mint flavor and to minimize the quantity of coffee beans to make it little sweet. Furthermore the color of the liquid will be changed too from lemon green color to light green as people have shown willingness to green. 1500mL: Rs.75 Pricing Strategy 500mL: Rs.40 6330mL: Rs. 45 250mL: Rs. 15

We are not going to change its prices because according to survey 61% customers are already satisfied with the old prices. So increase in prices will not be helpful to increase the demand and decrease in prices will bring down the image of the product.

Placement Strategy

Our new placement strategy will ensure the maximum and efficient distribution channels all over the Pakistan. We will make sure that Sprite 3G will be available in each and every corner of the Pakistan same like the coke. Our research proved that the poor placement strategy was one of the main causes of failure so while re-launching this product we are more concerned about its availability first. Maximum Budget will be issued for the promotions. Frequent advertisements on TV with pop and Rock stars, TV Celebrities, Social Icons &

Promotion Strategy

players. Before the re-launch 360 degree campaign will be done to create a Pre-hype for the brand as it was not done on the time of first launch. Free Sampling will be done for customers to introduce the customers with the new cool

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taste of it.

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After re-launch ATL (Above the line), BTL (Below the line), TTL (Through the line) means will be used for promotional activities. For example Television, print Media, Radio, Internet and OOH etc. Sprite 3G will organize the Music concerts for youth in different universities and colleges and public places to attract the new and potential customers. For this purpose many popular singers from the Music industry will be brand ambassadors for this on contract basis. TV Stars will be ambassadors for sprite 3G to attract the families by showing family festivals and family gathering functions celebrating Sprite 3G. Different prizes by buying Sprite3G. (like: gifts hampers, free vouchers, trips and another bottle of Sprite3G) Promotions should be clearly mentioned on the well-designed official websites. The company will Provide chance for customers to meet popular stars.
Regular Bottle 250mL will be of same design. But we have designed a new bottle for 500mL in plastic bottle as there was majority opinion for change in its design. This style will be classic, Packaging unique and new in Pakistan. Strategy Along with it we have also changed the design of 330mL Tin Can into a lengthy and slim shape rather than thick and small.
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Promotional Advertisements Samples and Ideas

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We have made a new ad sketch which will be helpful for ad agency to make a professional and better version on its basis. Furthermore we have designed some of its bill boards and sign poles etc.

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New Marketing Strategies of Sprite 3G We have designed following new marketing strategies for sprite 3G. Market Segmentation Market Targeting Market Positioning Market Segmentation

2013

Sprite 3G will be marketed with main focus on the consumers who not only want to drink mixture of water and carbonation but also prefer to gain some energy and revitalization of physical and mental health therefore it will be marketed as carbonated energy drink for people of all ages but those with more active life styles will be specifically targeted. Market Segmentation is further divided into four sub parts. Geographic Segmentation: We have divided market of Sprite 3G by location because it is assumed that the people who live in the same area will probably have similar needs and wants. This division will be helpful to understand the demand of one area with similar characteristics and then we can easily compare this area with the other for the demand and sales purposes. So for this purpose all states and territories with focus on urban and metropolitan areas, both rural and urban areas

Demographic Segmentation: It is the division of the market into groups based on demographic variables such as age, gender, family size, income, education. The market segmentation of Sprite in primary market demographic focuses on the male or teenager whose ages are between 12 and 17. It is based on their ages, income and gender. At the age of 12 to 17, they identify some products with characteristics of Cool Refreshment. And they cannot afford to some expensive products. The secondary market segmentation is to concentrate on all lemonade drinkers aged 8 to 29. According to family size, some of Mums and Dads buy soft drink for their families. So Sprite3G segments its target market to aim at those groups to purchase their products with low prices, and
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gain more profits. In simple words main focus on people with age range of 12 to 35 because research reveals that people with this range are one of the major consumer groups of drinks but marketing will also be carried out with target on elder people with the main aim to make the Sprite3G a product for all. Behavioral Segmentation: Marketing will be performed in response to consumer behaviour and taking into account the trends in particular events and season for example in summer season by effective marketing more customers can be attracted and in the events such as sports events by sponsoring sports and players more people can be attracted. And in the Holy month of Ramzan Sprite 3G will offer special offers and lower its price as a gift for this Holy month because in Pakistan there is majority of the Muslims so Sprite3G will market itself on these kinds of special occasions like Eids, Ramzan etc. Psychographic Segmentation: Socioeconomic status does not have strong influence on preferences for soft drinks because almost all soft drinks can be afforded by all types of classes because they are less in price. So the companies use USPs to deal with psyche of customers and sell their soft drinks. Sprite3Gs old Slogan and USP was Hits HardBut this time we are going to deal the USP and Slogan separately as we have designed Slogan as Hits hard again with a bang and the USP that will be used in Ads Nay andaaz se jee Sprite 3G pe.

Market Targeting
Coca Cola Company will try to satisfy the needs of a whole line of different people. It will target different, age groups, ethnic groups, genders, lifestyles, income level groups etc. In other words every human being is a current or potential customer for Sprite 3G. So its target markets are in wide range. It cannot restrict its marketing to a specific class, group or region. Sprite 3G is a product for all people so it is mandatory that the marketing strategies should be in such way which can cover all kinds of customers.

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Marketing Positioning

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Due to changes in consumers trends in drinks sector and decline in sales of Sprite3G in the country, it was essential to devise effective marketing positioning strategy for Sprite3G. Currently it is not famous and widely available in the market as carbonated drink due to arrival of new more advanced products in the market, now it is a time for the company to make the Sprite3G an enhanced drink in order to make it in a strong position in the market as compared to other drinks available in the market therefore in response to this situation Sprite3G will be positioned as Carbonated instant energy and healthy drink and strong foundations will be provided in the form of effective marketing . The objective will be to devise the offering of the company and image to occupy a distinctive place in the minds of the target consumers. The efforts will be made to make a place in the minds of consumers to encourage them to make decision to buy and drink Sprite3G and consider it as a drink of quality and taste.

Message Strategy
Sprite3G is basically a soft drink and can be used to satisfy thirst and energy level. This is the main value of it which can be perceived by the customers. But we have developed a message strategy with a unique Big Idea. This time we are going to advertise it with health features. A very few soft drinks in Pakistan are doing such kind of activity. This will be our initiative as we will inform our customers with our campaigns that Sprite 3G has no any harmful chemical ingredient in its formula and it is safe for their health. It is also good for diet conscious customers as it has less sugar than other soft drinks. For this purpose we will use a line after every advertisement that Safe for Health. Furthermore we have thought a big idea after re-launch of this product that we will make it available more than other brands by installing the exclusive vending machines for Sprite 3G for the first time in Pakistan. For this purpose we will install vending machines only on prime locations of major cities for examples Mega Malls, Departmental Stores, Bank Squares, Markets, Food streets etc. This activity will be portrait as customer service as they will get Sprite3G in each and every corner of the city. We have designed a vending machine for installation. This machine will be exclusive and only for the sale of Sprite 3G.

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Results:

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From our research we concluded that this drink is mostly purchased by people belonging to 18-25 age groups. The main factors which are affecting the sale of sprite 3G are Taste Availability Placement Promotion Therefore taste is the major preference to choose the soft drink as 78% customers have marked that they prefer taste while selecting a soft drink. The research concluded that only 1% of them were not habitual of soft drinks. 75% people were aware of the taste of sprite 3G, 4% of them were strongly dissatisfied, 17% of them were dissatisfied. Means 46% percent of them rejected sprite 3G. 25% were neutral and 6% were strongly satisfied and 26% were satisfied. These results urged us to re-launch the product because there are 54% of current and potential customers in market for Sprite3G more than who dislike it.

Test Evaluation of Strategies

All these strategies will be evaluated in the test re-launch of the product before actual relaunch. By this we can get the results and evaluate the effectiveness of our strategies. If there will be a positive response then we will definitely go with these strategies otherwise we can make amendments in these strategies.

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Conclusion

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52% of the customers have marked that the taste of the drink should be changed so we have done some changed to make it tasty. We have also added natural ingredients this time rather than only artificial flavors. We have changed the packaging of the product as 50% have shown interest in the changed packaging style. It was lacking promotional activities so we have focused on this area so much for approving heavy budgets for this. Placement strategies have been revived again to ensure its availability all over the Pakistan in both Rural and Urban Area. Color of the liquid of this drink has been changed slightly. Maximum Distribution channels have been added this time to make its supply efficient. Adventurous activities have been scheduled after re-launch in Pakistan to strengthen the impact on the minds of customers For example 3G Concerts, Shows, Matches, unique Ads, Social media campaigns, OOH activities, Sponsorships etc Implementation of all the strategies in a effective way will be monitored by the marketing officers and heads. This time Sprite 3G cars will be sent to different small villages in Pakistan for the small level promotional activities and events which will be best fit for those regions.

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Reference
http://heritage.coca-cola.com/ http://en.wikipedia.org/wiki/Coca-Cola www.tonylea.com/2007/coca-cola-case-study/ http://inventors.about.com/od/sstartinventions/a/soft_drink.htm http://globaledge.msu.edu/industries/food-and-beverage/ http://agro.indiamart.com/agricultural-commodities/soft-drin http://www.coca-cola.com http://www.rasnainternational.com/ http://en.wikipedia.org/wiki/Soft_drink http://en.wikipedia.org/wiki/Sprite3G http://www.marketing91.com/swot-sprite/

2013

http://www.scribd.com/diyasiddhu/d/36977471-Final-Sprite
http://www.mbaskool.com/brandguide/food-and-beverages/639-starbucks.html http://www.energyfiend.com/top-10-soft-drinks http://web.archive.org/web/20080430022917/http://www.brandspeoplelove.com/csab/?Ta bId=148 300 Questionnaire filled from male and female both from different Universities. Visited Coca-Cola Marketing Office in Gulberg for certain information from marketing officials. http://connection.ebscohost.com/c/articles/20607899/sprite-3g

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Appendix
Results of Questionnaire Survey

2013

Do you like soft drink?

3% yes 97% no

How offen do you use any soft drink?

9% 30% 16% 45% daily weekly monthly occasionnaly

Purpose of having soft drink?

44% 26% 13% 17% to satisfy your thirst to digest your meal to boostup energy for having fun

Which type of soft drink you mostly prefer?

12% 14% 25% 49% pepsi coke sprite others

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What is the reason to like your preference?

5% 4% 2% 3% 8% 78% taste availability quantity packaging

Have you ever experienced sprite 3G?

25% yes 75% no

How did you rate the taste of sprite 3G?

25% 4% 17% 22% 6% 26% strongly satisfied satisfied neutral

When did you purchase sprite 3G?

4% 25% 23% 34% 14% yesterday last week last month don't remember not experienced sprite 3G

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Can you imagine that the taste of sprite 3G takes to the world of
25% 3% 7% 23% 26% 16% strongle agree agree neutral disagree

Do you think there is need to improve the taste of sprite 3G?

25% 23% yes 52% no not experienced sprite 3G

Do you like the packaging of sprite 3G?

25% 26% 49% yes no not experienced sprite 3G

Which type of Media you prefer more?

4% 29% 2% 12% 53% television news paper radio social media

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Have you ever seen or heard the advertisement of sprite 3G?

25% 58% 17% yes no not experienced sprite 3G

Do you think its advertisement makes you excited or adventurous?

25% 7% 9% 4% 29% 26% strongly agree agree neutral disagree

It is easily available at shop next to you home or office?

25% 45% 30% yes no not experienced sprite 3G

Are you satisfied with the price of sprite 3G?

25% 14% 61% yes no not experienced sprite 3G

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In your opinion which are the biggest competitor of sprite 3G?

25% 45% 14% 7up mountain due 6% 10% energy drink juices

What is the reason of decrease in sale of sprite 3G in your opinion?

25% 17% 27% 21% 10% bad taste poor packaging poor advertisement any other

Would you like to buy it again if it comes with similar taste and packaging?
25% 36% 18% 21% yes no maybe

Would you like to buy it again if it comes with new taste and packaging
25% 26% 8% 41% yes no maybe

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I like to see sprite 3G in?

25% 10% 16% 27% 22% colorless green blue others not experienced sprite 3G

I will like to have sprite 3G in?

plastic bottle 23% 5% 11% 27% 34% tin pack glass bottle others not experienced sprite 3G

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