Table of Contents
The Parent Corporation
The Consumers Being Targeted
Marketing Mix for Sprite
Item
Cost
Location
Advancement
This Marketing project has given us the brand “Sprite”. The Coca-Cola Company’s “Sprite” soft drink is colourless and caffeine-free. It has a lemon-lime flavour. It was originally developed in Germany, and then was introduced in the United States in 1961. 7UP was also a major competitor. It was introduced in 1961. Over 190 countries have since adopted it. Some of the flavours and products include: “Sprite Zero”, Sprite”, Dry Lemon, “Sprite”, Cherry, “Sprite”, Tropical, and “Sprite”, Fibre+. Some flavours mentioned above are not available in all countries. “Sprite” is a brand that was introduced in Ireland in 1994. It reached Ireland in 2001.
In 2012, Stevia was used to replace 30% of the sugar in the drink. The result was a lower amount of calories. The UK saw a second formula change in 2018. The UK witnessed a second formula change in 2018. They have innovative products, healthier packaging, and drinks that are more appealing to health-conscious consumers. Coca-Cola has over 1.9 Billion servings daily. This makes it the most recognized brand in the world. Coca-Cola Company has a strong brand reputation and is instantly recognisable with its iconic red-and-white logo and intangible assets. It is the dominant beverage company, leading the way above their competition. The Coca-Cola Company is our parent company. Coca-Cola also has over 2,800 products in more than 200 countries. John S. Pemberton was the original inventor of Coca-Cola and its owner. The company has seen many changes of ownership, with the sale price for the company rising dramatically every time. In 1891, Asa Griggs Candler purchased the company for $2,300. However, the sale of the company in 1919 for $25 million was done to Atlanta businessmen. Coca-Cola has acquired numerous companies over the years and greatly expanded their product range. After 70 years with Coca-Cola, the Coca-Cola Company decided it was time to add new flavours and products to its product line. Fanta was first introduced in 1950, and “Sprite” in 1961.
The Coca-Cola Company is known for expanding the reach of their products and countries. They opened new markets in India, the former East Germany, and other countries in 1993. Coca-Cola acquired brands to expand their expanding portfolio. Coca-Cola is a 128-year-old company that continues to grow and adapt each year. They offer innovative product lines, environmentally-friendly packaging, and drinks that suit health-conscious customers.
Marketing Strategies to Recognize Consumer Attitudes, Perceptions, Needs, Preferences, Decision Making, and Price Range. Sprite started advertising to teenagers in the 1980s. The marketing ads for Sprite were altered to target this audience in 1987. Their first slogan was “I Like the Sprite In You”. The ad was used in many different versions. This slogan was still in use until the mid-90s. Even though all this has changed, it is important not to change the product too much. Many consumers are loyal to the brand and are regular consumers. They also enjoy Sprite at parties and with meals. Sprite is now being marketed as a product suitable for everyone. Sprite recently added vitamins, minerals, and other nutrients to their product. Sprite is not only a carbonated product but is also a nutritious beverage for children, teenagers and young adults. Sprite is primarily marketed to people between 12 and 35 years old because of market research. However, Sprite also targets people over this age to make Sprite accessible to all.
According to market research, the majority of soft drink consumption is by young males. Sprite can help those suffering from stomach problems such as gassy buildup. Sprite would target these people as well. Sprite is inexpensive so they target students and families who are on a tight budget.
Marketing Mix of SpriteProduct”Sprite” is differentiated immediately due to the fact that unlike most other soft drinks it is clear in colour. It is available in a variety of packaging colors, including blue, green and yellow. “Sprite” uses a green bottle. It is modern, classic, and refreshing. Because of its distinctive shape, it is one of most appealing packages on the marketplace. Because of its clear color, “Sprite”, an ingredient in mocktails is very common.
PriceSprite’s inability to use competitive pricing is due to the highly saturated soft-drink market. Their pricing strategy is the only one that will allow them to compete in this highly competitive market. 7Up is its main competitor, so they price their products at an unbeatable rate. They price products that vary in size or flavour.
“Sprite” was originally only available in 39 countries back in 1967 to communicate Sprite’s unique taste and freshness. Because it is mass-produced and widely available, “Sprite” has a wide distribution. It’s available online, in supermarkets, convenience stores and online.
Promotions for “Sprite”, are mainly promoted through mainstream media. They are generally targeted at youth. Their advertising campaigns feature brand ambassadors such NBA player Lebron and Hip Hop Star Missy Elliot. “Sprite”, a brand that aims to be globally recognized, uses newspapers, social media and television to promote its products.
