Published by MBA Skool Team, Last Updated: December 19, 2016
Marketing Strategy of Sprite analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Sprite marketing mix, help the brand succeed.
Sprite marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Sprite Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Sprite Product Strategy:
The product strategy and mix in Sprite marketing strategy can be explained as follows:
Sprite was designed for the people who didn’t wanted to have a black coloured drink. This was also designed to integrate the lemon flavour in the drink. This was a huge success as this was easily differentiated from other drinks which was available in the market because of the colour and taste. Sprite was marketed as a drink which is meant for the refreshment. The packaging was also done keeping the refreshment in mind. The green colour packaging was done in order to have the view and idea of refreshment. The taste was such that it picked up in the market as the people started them using in mocktails and cocktails at a rapid rate. The rapid growth of Sprite saw a huge demand in the market. The main aim was to compete with the 7up which was introduced by Pepsi. But the marketing was done in such a way that the drink overcame its competitors and made a huge mark in the market to establish itself as a brand itself. There are a lot of variants of Sprite which was introduced, but the main product sustained itself in the test of time. This covers the products in the Sprite marketing mix.
Sprite Price/Pricing Strategy:
Below is the pricing strategy in Sprite marketing strategy:
Sprite is a competitive beverage considering so many players in the market.
Because of several players, the pricing strategy in the marketing mix of Sprite is primarily competitive pricing. They are priced very competitively along with the other carbonated soft drinks. They are making sure that they sustain themselves in the market. Now a days we find that the company has entered the competitive market in a very serious manner. They are making the products priced with the other carbonated drinks. They are available at various shapes of the bottle and they are priced accordingly. We find that they are priced according to the quantity which is supplied. The main competition of sprite is the brand 7up. Thus they are pricing the product at the rate that they can eat away the competitor, also they are targeting the other refreshment drinks. Various size of the bottles are priced at various rates. The smaller bottles are priced at a lower rate and the pet bottles are charged a bit. Then comes the bigger bottles of 2lts which are priced the highest.
Sprite Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Sprite SWOT Analysis, STP & Competitors
Sprite Place & Distribution Strategy:
Following is the distribution strategy in the Sprite marketing mix:
Sprite is available all over the world. The brand is famous and is eating away a lot of market shares of the other soft drinks. They are supplying to over 200 countries all over the world. This is the leading lime flavoured drink in the world. Sprite is a part of coco-cola and the distribution channel of coke is also used for the distribution. This is a huge supplying chain. They make sure that their products reaches all the kind of customers and they are readily available all over the market. The distribution channel is through the usual channel of the fmcg products. We find that the company has many areas from which it can supply its products. The company supply its products through the normal stores, retail stores, supermarkets, online also. The products are making it count in the world market.
With the advent of the online market, we find that Sprite is available all over the world.
Sprite Promotion & Advertising Strategy:
The promotional and advertising strategy in the Sprite marketing strategy is as follows:
Sprite being a Coca Cola brand focuses heavily on advertising. The Sprite marketing mix promotional strategy is using various media forms and aggressively promoting the brand, especially to the youth. The company believes in the promotion to a strong extent. They are mainly focused in the promotion activity of the company. They are making sure that the company reaches to almost all the people all over the world. They uses all the channels like newspaper, radio, television, hoarding, net, etc. The company makes sure that the product reaches to almost all the customers. Thus they make sure that they have a brand which people can easily differentiate from the others. They are very hard when it comes to making the promotion in the form of packaging and the way they place their product. They always try to make the product appear as a refreshment drink, which is depicted by the kind of packaging which is a green label. Hence, this concludes the Sprite marketing mix.
Sprite is a brand which is under the company of Coco-Cola. The drink is a carbonated soft drink. It is a drink which is unlike Coke. This brand was launched for the people who wanted to have carbonated soft drink which is not black in colour. Sprite is marketed in such a way, that it looks like a sarcastic drink. People who are sarcastic are the ones who will prefer to have this drink.
This is a drink which is a lemon flavoured drink which is free of caffeine. This drink was developed in West Germany and was introduced in the USA as Sprite in 1961.
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