Case Study Analysis

2. Group Members :
 Arun Sitaraman 2
 Purva Chaudhari 7
 Preeti Shetty 35
 Aditi Mahapadi 40
 Ushma Kapadia 44
 Ankit Shah 47

3.  Sprite a lemon-lime flavored soft drink introduced in USA in 1961.
Today it is sold in 190 countries.
 Entered market in 1999 ; 2009 till now at 2nd position
 Challenge for the brand : widen market share and lead over
competitors.
 Though the brand wanted to widen its consumer base it do n’t
want to expand its TG and completely focus on teenagers as its
target consumers
 Positioning - Taglines like “seedhi baat no bakwas” to the most
recent and popular “First drink then think, Sprite-University of
Freshology”

5.  Product : Sprite (Coca Cola Company)
 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)
 Promotion: Aggressive Promotion
 Place: Available at supermarkets, general
stores, malls, theatres, stores in urban as well as rural
sections

6.  Sprite a pretence buster
 “Sprite
Bujhaye Only Pyaas, Baki Sab Bakwaas”
,”NO Gyaan only Pyaas” and “Seedhi Baat, No
Bakwaas, Clear Hai?”.
 NewUSP- “University of Freshology”-“refreshes the
body and resets the mind”
 Usefulfor TG of teens and not a conflict with Limca
which had higher TG

7.  Major competitor for Sprite is 7up by Pepsico.
4 keys of differentiation are product, personnel
channel, image.
 Sprite has a USP of teenage drink
 Sprite
has an attractive and unique bottle
packaging
 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

10. Core: Thirst
Basic: Soft
Drink
Expected:
Freshness
Augmented:
Lemon Drink
Potential:
Sparkling taste