Sprite – An Innovative Product Launch

SPRITE- AN INNOVATION

PRODUCT LAUNCH

GROUP 4
FAHAD
GAURAV SAHAY
KAJAL MITTAL
MANOJ KUMAR
NEHA SIDDHU
NISHI
INTRODUCTION
 Sprite is a product of a Coca-Cola
 Introduced in the United States in 1961
 Leading soft drink of Ireland’s
 Available in quick service restaurant
 Year 2000,Sprite launched nationally
 Extensive market research
 Innovative approach, leading to
success
IRISH MARKET

 Leading commercial beverages

 Representing 30% of all beverage
consumption
 Average of 751 liters per person per
year
 Grown significantly in last 10 years
 SPRITE
 Lemon limed flavored
 Deep appeal to teenagers
 Preferred profitable niche market
 Considering teens needs
MARKET RESEARCH
Market research process that links consumers
to a company through information and data
gathering, involves

Defining
Reporting on
research
the result
objective

Developing
Implementing
Research
The plan
plan
MARKETING STRATEGY

Is a logic behind achieving objective for a

brand

“TO BE AMONG THE TOP 5 “DEADLY”

TEEN BRANDS IN IRELAND BY THE
END OF 2003”
MARKETING MIX

 Is defined as a tool that a firm can mix

to produce they want in the market
 It is only by creating an effective mix
that great marketing campaigns can be
created
 Marketing mix of sprite is one that
determine it’s success
IT INCLUDES

PRODUCT

PROMOTION PRICE

PLACE
MEASURING SUCCESS

 Measurement of success through the

collection of feedback
 Sprite sales volume were doubled than
that had been budgeted
 Sprite won 50% share point from key
competitors
 Now they decided to launch larger
packs
 Q1- Explain the difference between terms
segmentation and targeting
Ans:
SEGMENTATION
Market Segmentation is dividing into distinct group with
distinct characteristic or behavior who might require
separate product or marketing mix
Dividing a big heterogeneous market into small
homogeneous unit

TARGETING
Target marketing involves breaking a market into segments
and then concentrating the marketing efforts on one or a
few key segments.
SEGMENTING V/S TARGETING
 It is concerned with  It is related with
dividing the market persuading the
 Patterns for
customers
segmentation  Mass market
philosophy
 Preference segment
 Select a market niche
 Homogeneous
 No basis required
 Clustered
 Basis for segmentation
 Q2- Define the following:
1- substitute product :
It is a product which are closely related and can be used
in place of one another, they are similar in nature.

2- Niche Market :
It is the subset of a market in which a small no of product
very closely match the needs of the consumers.

3- Market Share :
It is concerned with the contribution towards the total
sales volume in proportion to the competitor.

4- penetration pricing :
it is the pricing technique of setting a relatively low
initial entry price, often lower then the eventual market
price, to attract new customers.
 Q3.The sprite marketing team formulated a strategy to encourage
teenagers to purchase the soft drink over its main rival. Explain
five issues this marketing team had to consider to ensure success.

Ans. Five issues that marketing team had to consider to ensure

success are;
1)Market Report:

Reporting of standard of market cover the areas like Financial

reporting, health and safety reporting and production reporting,
These results, together with finding from other research, could
then be used in the creation of an innovative new marketing
strategy for the re-launch of Sprite.

2)Focused customer:

Sprite indicates that their brand is mainly for young people,

They mainly focus on the youth market.
3)Packaging /Bottles:
The sprite had a proprietary shaped pack called the
dimple bottle,
It was decided to concentrate an teen specific
packs such as 500ml bottles and 330ml cans during the
launch phase.

4)Market Pricing:

The main factor that would determine the price of sprite

as compare to their competing brands.
In the super market stores when the larger sizes packs
are sold, such as for 2lt pack various special deals were
offered.
5)Promotion Strategy:

Distribution as well as the manner in which items are

displayed in shop,
If the product cannot be seen, they cannot be
purchased.
Q4. CRUTIAL FACTORS

 Resolve of contractual issue

 Help of market research
 Market-mix
Creative promotional campaign
 Target market – teens
Rival - families
 Integrated communication strategy
 Feedback
Market penetration target
Q5. Marketing Executive for
Sprite
1) Establish effective and strong network of
channel-of-sales
2) Promote and raise the brand
awareness/popularity of products among the
students
3) Information may be gathered by observation,
survey, or from already published and
available data
4) Knowing consumers views by conducting
interviews and field trials
5) By providing samples and receiving
feedbacks
 Questionnaire/Feedback
 What type of soft-drinks is most in demand?
 Which type of consumers consume soft-drink the
most?
 Do you like sprite?
 Do you buy sprite everyday?
 How often do you share your views about sprite
to your friends?
 Brand Values

 Memorable
 Meaningful
 Refreshing
 Adaptable
 Protect able
 Brand Values
 memorable
 meaningful
 transferable
 adabtable
 protectable