Sprite is known as the smartest of all aerated drinks, simply because that’s what it communications represents. 7 Up, which is the main competitor of sprite, is a really cool dude. On the other hand, Sprite is someone sarcastic and clever, who always gets away with his tricks.
Product in the Marketing mix of Sprite
- Sprite is a colorless, clear, lime flavored, non caffeinated cold drink. It immediately differentiates itself from other cold drinks which are mostly colored.
- Sprite is majorly marketed as a refreshing drink for its consumers. It uses the color green for its packaging which is the color of plants, trees or greenery. It relaxes the consumer and refreshes him.
- Due to its clear color as well as nature of the drink (lime flavored), it is also used as an additive for several other drinks. Most commonly, many mocktails, cocktails or even hard drinks are served with sprite.
- Sprite was first introduced as a “Clear lemon Fanta” in Germany in 1959, and in the US in 1961. Since that day Sprite has not looked back and has been a hit with most.
- The intention of bringing Sprite as a product to the market was that Coca cola wanted to compete with 7 Up which was introduced by Dr Pepper Snapple group in US, and later on branded with Pepsi for the rest of the world.
- Some of its variants are the main Sprite, Sprite zero, Sprite cranberry, Sprite Zero cranberry and the Sprite tropical mix.
Place in the marketing mix of Sprite
- Being a popular drink especially due to its additive nature, Sprite is distributed far and wide. It was present in 190 countries as of 2015 and is the Worlds leading lime flavored drink.
- Sprite is backed by Coca cola, which itself has a larger distribution network then Pepsi. Hence it is safe to say that Sprite has a larger distribution network then 7 Up.
- Being an FMCG product, Sprite follows the same distribution channel as most FMCG companies. It moves from its production plant in germany, to its depot warehouses. It is the delivered to the various distributors of Sprite. From the distributors it goes to Retailers and then finally to consumers. Many modern retailers directly purchase from Sprite company, and in this case the material moves from Depot warehouse to the warehouse of modern retailer.
- The place of distribution is varied and as it is a mass product, you will find its presence in all corners. It is sold through normal convenience stores, retail stores, modern retailers, hypermarkets, online. Any channel you think of, will have the presence of sprite.
Price in the Marketing mix of Sprite
- Like any other cold drink Sprite also has a competitive price
- The market is too narrow for any cold drink to try any other pricing other than competitive pricing.
- Pepsi’s 7 UP being closely priced, they are always at loggerheads and the main differentiation is the distribution point between them.
Promotions in the Marketing mix of Sprite
- Localized taglines – In India Sprite uses the tagline “Clear hai” or “Sprite bujhaye pyaas, baki sab bakwaas”. It uses other taglines in other companies
- Packaging is pretty in green. Both 7 Up and Sprite have green packaging, targeted towards the freshness of lime, but when seen on a shelf, you will find Sprite having better looking packaging.
- The brand always tries to differentiate itself showcasing itself as a funny and clever brand.
- Uses ATL as well as BTL marketing prominently. In ATL, majorly television is used, whereas in BTL, sponsorships, point of purchase advertising, trade promotions as well as consumer discounts are used.
- Here is an excellent reference to the history of Marketing of Sprite by Wikipedia. Sprite by Wikipedia.
This was the Marketing mix of Sprite. Read more to know the SWOT analysis of Sprite.