CONSUMER

BEHAVIOUR
REPORT FALL 2016
ASSIGNED TO:
Mr. Malik Mansoor Kabani
STUDENTS:
Mehak Soomro (15272)
Rishem (20065)
Adeel Hassan (20141)
Ajay Kumar (16665)
Muhammad Tariq (19984)
Muhammad Riaz (15330)

Table of Contents

1. Meeting changes and challenges..

2. Consumer research
3. Motivation and Defense Mechanism.
4. Personality and Consumer Behavior......
5. Market Segmentation & Strategic Targeting.
6. Consumer Perception..
7. Consumer Learning.
8. Consumer Attitude Formation and Change.
9. Influence of Culture and Cross Culture on Consumer

DEDICATION
This report is dedicated to people who dare to dream and have the courage to take
action in the journey to pursue being the entrepreneur of todays marketing world,
more over we dedicate this report to the embarks of our professional careers, our
beloved families who have supported us, teachers and friends, who guided and
supported us in every aspect of our lives.
2

 INTRODUCTION:
HISTORY OF SPRITE
Sprite is produced by the Coca-Cola Company. Initially originating in Germany
in 1959 as Fanta Klare Zitrone ("Clear Lemon Fanta")
Sprite was introduced to the US in 1961 to compete against 7-up.
The name of Sprite was originated from the character named Sprite boy
created for Coca-Cola to symbolize and reinforce the brand image Coke.
Sprite is a clear soda, lemon-lime flavored, caffeine-free soft drink.
Sprite is available in more than 190 countries and ranks as the No. 3 soft drink
worldwide (after Pepsi and Coca-Cola).
The brand is actively involved in youth programs, which are driven through the
sport of basketball.
The branding tactics also change depending upon the demography and mindset
of the target audience.
The slogan globally claims that Sprite cuts through thirst, giving the consumers
sudden refreshment and clears the mind to inspire fresh thinking.
COMPANY PROFILE
Sprite is manufactured by COCA-COLA Company,
Sprite was introduced in Pakistan in 1972.
By the 1980 sprite had begun to have large fan following among teenagers and
until today the brand is popular and among youngsters.
It ranks number 2 after 7-Up in Lemon-Lime fizzy drinks category in Pakistan.

NUTRITION FACTS

Sprite
3

Amount Per 100 grams

Calories 39
% Daily Value*
Total Fat 0 g0%
Saturated fat 0 g

0%

Polyunsaturated fat 0 g
Monounsaturated fat 0 g
Cholesterol 0 mg 0%
Sodium 9 mg

0%

Potassium 1 mg

0%

Total Carbohydrate 10 g 3%
Dietary fiber 0 g

0%

Sugar 9 g
Protein 0.1 g0%
Vitamin A 0%

Vitamin C

Calcium

Iron 0%

0%

0%

Vitamin D 0%

Vitamin B-6 0%

Vitamin B-12

0%

Magnesium 0%

*Per cent Daily Values are based on a 2,000 calorie diet. Your daily values may be
higher or lower depending on your calorie needs.
VARIANTS:
4

Sprite Zero:
This sugar-free version was originally produced in the United States as "Sugar Free
Sprite" in 1974
It was renamed to "Diet Sprite" in 1983.
In other countries, it was known as "Sprite Light."
In September 2004, it was rebranded as "Diet Sprite Zero." Since then, it has become
"Sprite Zero (Sprite Z)".
"Diet" was dropped from the product's name, to become simply "Sprite Zero," when new
logos debuted in June 2006.

Sprite Remix:
Fruit-flavored variations first introduced in the United States in 2003. A different flavor
was available in 2004, and finally 2005.
Its production has been around 11.6 billion bottles per year.
The brand was discontinued in 2005, but was reintroduced into the Coca-Cola product
line up in spring of 2015.
Sprite Ice:
A mint-flavored Sprite that made its debut in Korea in 2002 as "Sprite Blue," "Sprite Ice"
in Canada, and '"Sprite Ice Cube" in Belgium in 2003.
"Sprite Ice Blue" was introduced in Italy and mainland China in 2004, and in Chile in the
summer of 2005. There is also "Sprite Lemon Lime Mint."
Sprite Duo: A variation of Sprite with lemon juice and less carbonation and sugar that is
available in Spain in cans and PET bottles. It was introduced in spring 2007.

Sprite on Fire: A ginger-flavored variation marketed as having a burning sensation. It

was introduced in Hong Kong in 2003. This flavor also debuted in China in 2004. Available
in some areas as "Sprite Finger Lemon."

Sprite Super Lemon: Introduced in Hong Kong in 2003.

Sprite Dry Lemon: Not available in U.S.

Sprite Lemon Lime Herb: Not available in U.S.

Sprite 3G: Introduced in 2007. An energy drink. Ingredients include glucose, caffeine
from green coffee beans and guarana. Sprite 3G has since been discontinued in the UK.

Sprite Recharge: An energy drink.

Chinotto: Marketed as lemon-lime soda in some countries in South America as a

replacement for Sprite (Sprite uses the name "Chinotto" in countries such as Venezuela). Its
taste is very similar to Sprite.

Sprite Super Chilled: Expected as early as 2008, special packaging and vending
machines were to produce ice in the bottle when it was opened.[13]

Sprite Green: Announced December 17, 2008, Sprite Green was to be sweetened
with Truvia (a natural zero-calorie sweetener made from stevia).[14]

Sprite Cranberry: In October 2013, Coca-Cola announced a new limited-edition flavor

called Sprite Cranberry and its diet version Sprite Zero Cranberry. It was available through
the holiday until New Year's. In 2014 and 2015, it was available again. The variant competes
with PepsiCo's Sierra Mist Cranberry Splash.

Sprite 6 Mix (aka Sprite LeBron's Mix): collaboration between Sprite

and LeBron James. Contains cherry and orange flavors in addition to lemon
and lime.

Sprite Blast: A sweet and sour variation exclusive to 7-Eleven and sold only
in 7.5 ounce single cans. It launched in the summer of 2014.

Sprite Tropical: Sprite Tropical Remix has seen a rerelease in 2015. It was
released again in 2016.

SPRITE STOCK KEEPING UNIT (SKU) IN PAKITAN:

250 ML

Regular Bottle

250 ML

CAN

330 ML

CAN

500 ML

Pet Bottle

1.5 Litre

Pet Bottle

2.25 Litre

Pet Bottle

COMPETITORS

SPRITE
Sprite tends to be sweeter and it
can easily gulp.
Sprite has no fizz

7UP
Sprite is manufactured by CocaCola.
Sprite is high in calories.

 Sprite has no 100% natural flavors

as well as added colors or artificial
preservatives.
Sprite relies on sodium salt.
Sprite is the more lovable white
soda, ranked as the 6th most
popular beverage of 2013,
occupying 8% share of the
beverage market.
Sprite has always exhibited a
brand personality of an
adventurist who seeks freedom,
desires to explore the world and
loves new experiences.
7up is more carbonated and has a
stronger tangy taste, not easily to
gulp.
7-Up has a lot of fizz

7UP drink is made by PepsiCo.

7up is low in calories
7up has 100% natural flavors as
well as no added colors or artificial
preservatives.
7UP makes use of potassium salt.
7 Up didnt even make it to

the top ten and apparently

it had started losing the
game back in 2000 when it
occupied just 2 % of the
market share.
7Up has positioned itself
as the ultimate cool
drink with Fido Dido.

MARKETING STRATEGY OF SPRITE VS 7UP

According to Interbrands Best Global brands of 2013, Sprite holds the 69th
position with a brand value of 5811 million dollars. Once again, 7 UP is missing
from the list of top 100 brands.
SALIENT FEATURES OF THE DRINK
- Association with the youth
- Taste and Digestion benefits
- Transparent means Pure is Belief
- Lemon is natural
- Caffeine Free soft drink
- Clever advertising campaigns
- Refreshingly honest and irrelevant perspective on life
- Healthier than other carbonated Soft drinks

 TAGLINES
-

Mirchi Ka Tadka Sprite se Bharka

Maan Ki Maan
Pyas ko Sprite Kar
Sarak par Meri Chaap
Nimbu Soda ki Thaaa
When thirst takes over...#SpriteYourThirst
Hold that momentif that moment is Sprite! #SpriteYourThirst
Sprite your BBQ this Eid!
Tune your thirst to Sprite!#SpriteYourThirst
Bursting with the Sprite of life!#SpriteYourThirst

FOOD PAIRING
- Spicy Desi Food
- Fast Food
- Milk to make Doodh Soda

10

TYPES OF CONSUMER
1. PERSONAL CONSUMERS
Sprite has a big following of personal consumers as they are usually walk in
customers who grab the bottle or can of sprite to overcome their thirst or to refresh
them inspired with the taste or quality.

2. DISCOUNT DRIVEN CONSUMERS

Consumers who were not the frequent buyer of the Sprite are attracted due to some
exciting discount offers that the company launches time by time on different
occasions; ie. Ramzan. These discount offers are not only restricted to the end
users but it includes special discount schemes for Organizational Consumers
such as (Supermarkets, Restaurants, Etc.).

3. ORGANIZATIONAL CONSUMERS
Sprite has a very huge Market share as far as the organizational buying is
concerned; it includes Supermarkets, Restaurants, Stop Shops and especially in
universities and academies where they find their target market which is Youth from
age 14-35.
4. IMPULSIVE CONSUMERS
Exciting TV ads, enchanting billboards drive random consumers to try the product.
Sprite has a very strong marketing campaign and advertisement placements to
attract this group of consumers and making them fall in love for Sprite.

5. HABITUAL CONSUMERS
SOME of the families have affiliation with this Product. They prefer to have Sprite
with their meals, family gathering and BAR B QUE party.

11

CONSUMER BEHAVIOR
SEGMENT IDENTIFICATION

Sprite will be marketed with main focus on the consumers who not only want to
drink mixture of water and carbonation but also prefer to gain some energy and
revitalization of physical and mental health therefore it will be marketed as
carbonated energy drink but those with more active life styles will be
specifically targeted.
1. Segment Needs
Sprite will be providing to both physiological needs (Hydration, refreshment and
energy) and social needs (perception of a social, enjoyable drink with a sense of
belonging within peer and consumer groups).

2. Demographic Segmentation
Sprite mainly focus on people with age range of 12 to 35 because research reveals
that people with this range are one of the major consumer groups of drinks but
marketing will also be carried out with target on elder people with the main aim to
make the Sprite a product for all. According to family size, some of Mums and
Dads buy soft drink for their families. So Sprite segments its target market to aim
at those groups to purchase their products with low prices, and gain more profits.

3. Geographic Segmentation
The market is divided by location because it is assumed that the people who live in
the same area will probably have similar needs and wants, All states and territories
with focus on urban and metropolitan areas, both rural and urban areas.

12

 BEHAVIORAL SEGMENTATION

Marketing is performed in response to consumer behavior and taking into

account the trends in particular events and season for example in summer
season by effective marketing more customers can be attracted and Sprite in the
events such as sports events by sponsoring sports and players more people are
attracted.

TARGETING

Sprite has targeted young people specially teenagers and students who wants to
be fresh and active throughout the day.
POSITIONING
Crisp, refreshing and clean-tasting
Urban and straight forward style.

MARKET SEGMENTATION AND STRATEGIC

TARGETING
PRIMARY RESEARCH
Information which we will collect from surveys, interviews from higher
management and employees of the company would be our primary research.
The primary research objective of our study is:
-To obtain consumer insights regarding the consumption of Sprite.
SECONDARY DATA
13

Reviewing past research reports on the company and products, taking references
which are required to complete our research objectives
Internal Secondary Data:
Took necessary information from the employees of coco cola Pakistan for our
research objectives.
External Secondary Data
Did survey in different places in Karachi Pakistan, taking necessary data which is
required our report objectives.
Reviewing newspapers, books and taking company information from internet.
QUALITATIVE RESEARCH
Depth Interviews
We will take interview from higher management. We can identify the views and
ideas of higher management regarding product.
Focus Groups
By reviewing and interviewing 10 employees of coco cola Pakistan to take
necessary information which required for our report.

QUANTITATIVE RESEARCH
Observational Research
We will go to supermarket like hyper star, metro and imtaiz superstore to identify
the buying behavior of consumers.
Surveys
Doing surveys in universities, supermarkets, and Taking necessary information
from the employees

14

MOTIVATION AND DEFENSE MECHANISM

INNATE VS. ACQUIRED NEEDS
Sprite serves both the needs, satisfies the innate need by quenching the thirst
and acquired need by giving an opportunity to socialize with friends and think
fresh.
GOALS
Generic Goal: Obey your thirst and Thirst quenching drink.
Product Specific goals: Consumers who prefer SPRITE with the crisp of
lemon-lime over other fizzy drinks are straight forward, ambitious and stern
in their believes. They are self motivated and full of esteem.
Positive Motivation
Sprite is free of caffeine and food colors.
It has transparency in its ingredients as well as appearance.
15

 Refreshing flavor can also be substitute as water in heat.

Its fairness and transparency distinguishes it from other fizzy and colored
drinks
Negative Motivation
Ignoring the ethical principles of communication and promoting street
language in the advertisement has given negative influence and motivation
in targeted segmentation.
Negatively motivating campaign: SEEDHA BAAT, NO BAKWAAS

RATIONAL VS. EMOTIONAL MOTIVES

Rational motive:
- SPRITES crisp and clean taste.
- Transparent in color and artificial additives free.
- Soothing to eye packaging and branding

Emotional motive
Ramzan campaign spirit and olpers
Clearing the mind for fresh thinking and expression of individuality.
Self-satisfaction of drinking a less harmful drink for health.

New Needs Emerge As Old Needs Are Satisfied

When physiological need i.e. thirst is being satisfied by SPRITE. Consumers will
drink SPRITE to be socially accepted among their friends and to enjoy food on
special occasions.
AROUSAL OF MOTIVES
16

Physiological Arousal
To stay healthy and fit caffeine free drink.
Helps in digestion when one feels sick.
Feeling of refreshment in scorching sun.
Desert scene Armeena in desert thirsty, spirit fridge.
Emotional Arousal

SPRITEs campaign targeted towards youth

MANN KI MAN,
PYAAS KO SPRIRT KAR,
MIRCHI KA TARKA SPRITE SE BHARKA,
IFTAAR KO SPRITE KARO, aroused emotions of the youth. Spirit gives
individuals authority to aim for their goals and be care free about their fears.

Environmental Arousal
This happens when consumers see billboards, broadcast and print ads of SPRITE
around their environment. Advertisers evoke with the help of television ads and
billboards.
A billboard of SPRITE oozing with freshness on a busy road during
summers arouses the thirst of passers-by.
LED Rickshaws celebrating colors or sprite and to ignite their cravings to try
this product.

17

18

Systems of

MASLOW
OF NEEDS

Needs

HIERARCHY

Trio of Needs
Physiological Needs
Satisfes thirst need
Satisfes thirst need

Safety Needs
Helps in digestion of food causing healthy

Love/Belonging
Acceptability in social circle of friends

Inculcates confdence by telling the youth to follow their heart- MANN KI MAN

Self- Esteem
Self-Actualization
Introducing the idea of Self-actualization by asking them KARNA KYA CHAHTY HO

Need of Power

MANN KI MAN Gives youth the power to decide for themselves

UNIVESITY OR FRESHOLOGY-Encourages fresh thinking

Increases Social Circle of friends

Need of Affiliation

CONSUMER PERSONALITY

Need of Achievement

FREUDIAN THEORY
Sprite has targeted a basic physiological need of thirst (Id), but compels for it to be
satisfied in a socially acceptable fashion (Super-ego).
NEO-FREUDIAN PERSONALITY THEORY (Social Relationships)
Sprite targets the individuality in you, the importance of self-expression, obeying
and being true to your own self.
This is because its target market, which is the Gen Z, is a detached sort of a
consumer, who moves away from others because they desire independence, selfreliance, self-sufficiency & freedom from obligations.
This generation is also less likely to be brand loyal so it is important to keep up
with their current karma.
Even though they value team-work, they seek individual recognition within.
TRAIT THEORY
Consumer Innovativeness
They are highly innovative through their TV commercials and always seek new
choices and possibilities and willing to try out new propositions.
They are low on dogmatism which is the degree of rigidity displayed towards
unfamiliar things and are willing to take risks and try new things.
They have high optimum stimulation levels which mean that they are willing to
take risks, try new products and be innovative.
Cognitive Personality factors
They are visualizers and attracted by digital breakthroughs. They pick up visual
cues placed in ads and are more interested in watching videos than in reading up
matter which owes to their short attention spans and consider huge chunks of
verbal info to be monotonous and non-interesting.
They have low NC and are attracted by celebrities and wish to belong to their
league

CONSUMER MATERIALISM
They are highly materialistic and directed towards achieving and showing off their
acquired possessions. They desire to acquire a lot of things rather than a simple

lifestyle but this doesnt lead to greater happiness as the desire to acquire more and
more overwhelms them.
COMPULSIVE CONSUMPTION BEHAVIOR
Consumers addiction to fast food and CSDs (Carbonated Soft Drinks) is giving
rise to health issues.
All of this is giving birth to a corrupt society with low moral values.
CONSUMER ETHNOCENTRISM
They are highly receptive to foreign products and accept anything which will
provide them with greatest utility.
BRAND PERSONALITY
Sprite brings out the individual in all of us and compels us to listen to our inner
voice.
Sprite echoes traits such as:
Excitement (Spirited, daring to take risks, up-to-date and demanding the
latest of products and services)
Competence (Reliable, successful and intelligent enough to understand what
the teenagers are going through and ushering them forward to pursue their
dreams)
It is thought to be:
Likable
Fun
Young
Credible
Refreshing
When consuming Sprite, they are directed by their self-image which means that
how they see themselves and think Sprite to be consistent with their personality
and likability.
BRAND PERSONIFICATION
If Sprite were to take human form, it would be of a spirited youngster, who is
compelled to follow his dreams and be able to achieve the best of which life has to
offer.

Market Segmentation and Strategic Targeting

In Pakistan, Sprite is all the rage with its shrewd advertising campaigns Man Ki
Maan, Sprite Nights and Sprite ka Tadkha, Man ki Maan and Pyas ki Waat
Laga that have directly targeted teenagers and young adults who are devoted
food-holics.
Criteria for Targeting Selected Segments Effectively Met?
1. Identifiable:
The common needs of the teenagers are technology, social media, friends,
hangouts, fun but at the same time, they drive decisions, are career seekers,
motivated to achieve and seek to follow their dreams.
2. Sizable:
The current population of teenagers (Who make up the Gen Z), is 23 million
and growing rapidly, thus this segment is sizable.
3. Stable or Growing:
The teenager population is believed to be growing fast.
4. Accessible(Reachable in terms of Media & Cost):
Since this generation is technology-driven and has the highest social media
accessibility, where social media is a part and parcel of their lives, they are
highly accessible interims of media and cost reach ability as they are quick
to respond to propositions placed on the media.
The target market needs to be identified. The target market is the current/ potential
customers with similar characteristics. For Sprite, a new target market was
selected to take advantage of the fact that young males drink the most soft
drink. In this market, Sprite competes with other products such as Solo, Fanta
based on its market segmentation in four key areas: Demographic, Geographic,
Psychographic and Behavioral.
Demographic Segmentation
It is the division of the market into groups based on demographic variables such as
age, gender, family size, income, education. Main focus on people with age range
of 12 to 35 because research reveals that people with this range are one of the
major consumer groups of drinks but marketing will also be carried out with target
on elder people with the main aim to make the Sprite a product for all. According
to family size, some of Mums and Dads buy soft drink for their family events, so
Sprite segments its target market to aim at those groups to purchase their products
with low prices, and gain more profits.

Geographic Segmentation
The market is divided by location because it is assumed that the people who live in
the same area will probably have similar needs and wants.

Behavioral Segmentation
Marketing will be performed in response to consumer behavior and taking into
account the trends in particular events and season for example in summer season
by effective marketing more customers can be attracted and in the events such as
sports events by sponsoring sports and players more people can be attracted.

Psychographic Segmentation
They share similar needs like technology, social media, friends, hangouts, fun but
at the same time, they drive decisions, are career seekers, motivated to achieve and
seek to follow their dreams.
Their AIO:
Activities: spending time with friends, being highly active on social media
Interests: food, fashion,
Opinions: they believe that they should be the drivers of their own lives and
any pressure put on them is counted as a restraint to their self-actualization.
Benefit Segmentation
The USP of Sprite is Ultimate Refreshment and this is benefit is wellcommunicated in its advertisements.
TARGET MARKET
One of the major things in marketing is to design the marketing strategies to
recognize customer differences and present the offering in relation to the product to
the consumers by taking into account the consumers behavioral factors in the

context of consumers' perceptions, attitudes, requirements, preferences and

decision making.
SEGMENT IDENTIFICATION
Sprite will be marketed with main focus on the consumers who not only want to
drink mixture of water and carbonation but also prefer to gain some energy and
revitalization of physical and mental health.

CONSUMER PERCEPTION
PERCEPTION
Perception is the process by which an individual selects, organizes and interprets
stimuli into a meaningful and coherent picture of the world in case of sprite the
perception is a refreshing drink that will kick start an individuals after having it.
University of freshology campaign is an example of it.

SENSATION
Minimum sensation that sprite uses to attract their consumers is by applying a
lucrative cold sprite bottle picture mostly near parks, play grounds and on
restaurants. Sensation is the immediate and direct response of the sensory organs to
stimuli. A stimulus is any unit of input to any of the senses. Sprite and its arch
competitor 7up continuously are contemplating on sensation application by
changing their marketing campaign and sometimes their display on the bottle and
on advertising.

ELEMENTS
PERCEPTION:

OF

The Absolute Threshold

The lowest level at which an individual can experience a sensation is called the
absolute threshold. The point at which a person can detect a difference between
something and nothing is that persons absolute threshold examples of absolute
threshold is attached below.
Differential Threshold
The minimal difference that can be detected between two similar stimuli is called
the differential threshold, or the just noticeable difference (JND). Sprite from
starting has changed its bottles and can packaging in order to grab consumer
attention by applying differential threshold.

Subliminal Perception
Stimuli that are too weak or too brief to be consciously seen or heard may
nevertheless be strong enough to be perceived by one or more receptor cells. This
process is called subliminal perception. Sprite uses this marketing technique by
printing their ice cold bottle before entering restaurants or above the general stores
influences consumer to buy.

This ad before entering the restaurants urges consumers to have sprite with food.
PERCEPTUAL ORGANISATION
Three of the most basic principles of perceptual organization are figure & ground,
grouping & closure in the below attached advertisement of sprite Ali Zafar,
Siddhartha, food and sprite provides continuous stimulus to the consumer and grab
their attention.

Grouping

Individuals tend to group stimuli so that they form a unied picture or impression.
The perception of stimuli as groups or chunks of information, rather than as
discrete bits of information, facilitates their memory and recall sprite usually
groups young aggressive individuals, food lovers in their advertisements. 7up also
focuses on the same group by using tagline MANA LO FOOD KA LOVE WITH
& 7UP.

7UP AD

PERCEPTUAL INTERPRETATION
The interpretation of stimuli is also uniquely individual, because it is based on
what individuals expect to see in the light of their previous experience
,interpretation stapled with sprite is a drink which is refreshing, tastes great when
coupled with food.
Physical Appearance:
SPRITE uses a bottle green in color to portray their image as a natural fresh
lime drink. Its competitor 7up also uses the same technique for their product.

 Stereotypes:
Stereotype attached with sprite is that it is drink only for young aggressive
individuals. Ached with sprite is that it is drink only for young aggressive
individuals.
First Impression:
First impression with sprite is uses are a mandatory drink with spicy food to
enhance the taste. SPICYFOOD+SPRITE=COMPLETE TASTE.
Halo Effect:
Sprite using HALO EFFECT under its brand umbrella it launches sprite 3g
and sprite zero which is not going good as comparable to the sprite itself.

Faisal Town dey

log, Sprite rally
dey naal ek selfie
ley kar bhej aur jeetley Sprite goodie bag #NimbuSodaKiThaa

CONSUMER IMAGERY
Similar to the connections Coca-Cola and Fanta have to red and orange,
respectively, Sprite has owned green since its 1961 debut. Green has served as
Sprites primary color in its advertising, packaging, merchandising and more.

Green is classic and modern, and naturally crisp and clean. Its never aggressive or
boring, and always cool and refreshing just like Sprite.
In fact, its status among the worlds most recognized brands can largely be
attributed to its signature green bottle. The bottles defining shape and signature
dimples make it one of the most unique and eye-catching packages in the market
Green is cool. The most abundant hue in nature, the human eye sees more green
than any other color in the spectrum, leading thoughts of safety, trust, healing,
refreshing & natural.

PRODUCT POSITIONING & POSITIONING TECHNIQUES

Sprite Conveys the product in terms of how it fulfills a need, it goes to position
itself showcasing the innate need of quenching thirst and splatter a flavor of
sparkling lemon, with the tag lines Pyaas ki waat lagado, Sprite bujaye pyaas
and Nimbu soda ki thaa. In summers sprite seeks attention because of its
refreshing attribute. The tempting water splashing billboards on busy roads grab
attention of the consumers.
Sprite also positions itself as a sparkling drink to go along with food, with
messages like mirchi pe lagao sprite ka tarka and mirchi ka tarka sprite se
bharka tactics during special occasions like Eid ul Azha, Ramadan and wedding
seasons as its Pakistani culture that consumers prefer spicy food during these
occasions.
POSITIONING TECHNIQUES
Positioning against competition- Sprite and 7-UP both are positioning their
product around food. Sprite has now extensively positioned itself with Spicy
food.
Positioning on a specific benefit- Thirst quenching is the ultimate benefit
that is being offered by SPRITE (SPRITE bujhaye pyas baki sab bakwas)
Conveying a product benefit- Nimbu Soda ki Thaa....positioning SPRITES
Lemon crisp flavor.
Taking an Un-owned Position- Introducing Sprite chillers by posting
recipes of drinks made out of SPRITE and other ingredients.

Perceived Price
Sprite establishes a
specific image as
a brand in the consumers mind in relation to competing brands via its stable and
market compatible pricing; sprite prices itself as per the bottle company regulations
in Pakistan equal to its competition.

Sprite Can
300ML
Rs 45.00

Slim Can
250ML
Rs 30.00

Sprite
500ML
Rs 40.00

Sprite Zero
500ML
Rs 40.00

Sprite
Sprite Bottle Bottle
2.25Ltr
1.5Ltr
Rs 95.00
Rs 75.00

Perceived Quality
The quality perceived by the consumers of sprite is majorly Intrinsic because
people actually experience the product in terms of taste, flavor, aroma, shape, size
and color etc. They consume sprite on the go as well as a regular household shared
soft drink.
Extrinsic cues of sprite as a brand to its consumers are positioned via CSR
activities, chaotic events (like Sprite Street Challenge), online games & giveaways,
social media page engagements and interactions maintaining brand response to
consumers.
Retail Store Image
Coca Cola Co, provides good packaging conditions and branded cold storage
freezers as well as the branded shop label boards along with hoardings for all
retailers that sell sprite, maintaining a brand image more cleaner and certain

hygiene standards over Pepsi Co (7up), sprite does not cater to much smaller shops
and retailers that could put the brand name under suspicion of its perceived quality
regardless of minute sales cuts, also because more benefits to the smaller retailers
involve a top over the competitors % cut of the retailer profit and even competitor
bribery via the distribution channels.
Manufacture Image
The beverages are produced locally, providing employment to Pakistani citizens
and the product range and marketing reflects Pakistani tastes and lifestyle.
Brand Image
Sprite is a clear soda, lemon-lime flavored, caffeine-free soft drink, produced by
the Coca-Cola Company. It cuts through thirst, giving you sudden refreshment and
clears your mind to inspire fresh thinking.
PERCEIVED RISK
Functional Risk: That product will not perform as expected
Physical Risk: Is to self & others that the product may pose
Financial Risk: Is that the product will not be worth its cost
Social Risk: Is that the a poor product choice results in social embracement
Psychological Risk: That a poor product choice will bruise the consumers ego
Time Risk: That the time spent in product search may be wasted if the product
does not performed as expected.

CONSUMER LEARNING
Consumer learning is about how marketers try to teach its segments about:
Where to buy
How to use
How to maintain
How to dispose of products
And How Sprite gives a complete learning experience from pre-purchase to
purchase to post-purchase.
On sprites bottles and cans, there are complete nutritional facts for the consumers
who consume a fixed number of calories in a day, it specifies that Sprite is non-

caffeinated, after consuming, the bottle/can should be recycled, they give a helpline number dedicated for consumer care, web-site address and also that it has no
artificial flavors.
All of this creates a positive learning experience and builds credibility for the
brand.
DISTRIBUTED LEARNING
Sprite makes use of distributed learning technique and acquires different time slots
on different channels to be able to reach to different audiences at different times
and if not through one channel, then through another.
The Range Of Learning Situations Includes
Low Level of involvement for the product: Where the consumers have no
involvement.
High Level of involvement: Where consumer have higher level involvement
for product.
FOUR ELEMENTS OF CONSUMER LEARNING:
Motivation: Unfulfilled need: thirst, need for refreshment
Cues: Visuals showing an ultimate refreshment experience and quenching of
thirst
Response: Purchase of Sprite to fulfill the need.
Reinforcement: Since Sprite is successful in fulfilling its brand promise,
seeing the same visuals and feeling the same need leads to purchase and
consumption by consumer again.
All of the above mentioned information combined with the visuals of
refreshment and thirst quenching lead consumers to feel an unfulfilled need
and those who greatly feel so are driven to purchase it. Since most of the
consumers feel that Sprite fulfils its brand promise of quenching thirst,
consumers are driven to purchase it again.

INSTRUMENTAL (OPERANT) CONDITIONING

Sprite has been an instrumental condition tool with specializing in one type
category but introducing sprite lime and sprite zero does gave it a classical
conditioning too.
STRATEGIC APPLICATIONS OF CLASSICAL CONDITIONING
Repetition: Sprite has been a very active brand in terms of cues and
advertising and repetition of its ATL and BTL has kept its consumers from
forgetting the brand.
Stimulus Generalization: Sprite lime and classical conditioning example of
product having same features but slightly different aspect to make it unique.
Stimulus Discrimination: Sprite Zero has transparent bottle and colors
making is discriminative stimulus for consumers and stand out for
customers. Sprite has utilized the concept of stimulus discrimination by
producing variants within the umbrella of Sprite which are Sprite Zero and
Sprite 3g to provide the consumers with choices within the same Sprite
brand to avoid consumer switching.

LEARNING THEORY
For most consumers, Sprite will be a behavioral learning experience which is
results of exposure to information and stimuli. When consumers are exposed to ads
of Sprite, theyll learn to respond to them (Since Sprite is fulfilling its brand
promise)
For the health conscious consumers however, it might be a cognitive learning
experience which theyll undergo after processing all the nutritional facts,
ingredients etc.

IMPLICATIONS OF BEHAVIOURAL LEARNING

Sprite makes use of classical conditioning to elicit consumer response. The
stimulus is thirst and refreshment and response is consumption of Sprite to quench
the thirst. So thirst and need for refreshment reminds of Sprite. Their University of
Freshology, pyaas ki waat laga and a lot other campaigns are directed at reinforcing
this message.
Instrumental conditioning is this that the brand which performs is learnt. Since
consumers feel Sprite fulfills its brand promise of providing refreshment and
quenching thirst, thus Sprite is learnt in relation to thirst. This means that thirst
reminds of Sprite.
Reinforcement: Sprite makes use of negative reinforcement since it shows people
in situations where theyre unable to respond to the situation at hand because are
irritated due to the summer heat, had spicy food and need a refreshing drink to put
off the burning caused by the spices, and they show how by consuming sprite, you
made the best of the situation or in other words, they show Sprite as the hero or
savoir in their ads.
Extinction and Forgetting: Sprite continuously holds activities and events, one of
the most popular ones was the one stemming from the Pyas ki waat laga do
campaign of Sprite which showed a fun summer sport of fly-boarding. A contest
was held in college and universities all across Pakistan, the winner of which would
get a chance to do fly-boarding in Dubai.
Another campaign of Sprite digital campaign; KARNA KIA CHAHTAY
HO/WHAT DO YOU WANT TO DO? to energize the youth around us, inviting
them to break free from a world of norms and do what their heart tells them to do.
Thus through giving the target market what they seek, Sprite makes sure it doesnt
face extinction and forgetting.
Involvement: Sprite has kept its involvement high in consumers by repetition of
endorsement and advertisements, Introducing University of Freshology,
Sponsoring different events to create hype and goodwill.
Measuring Involvement through Advertisements:
One of the questions in our questionnaire on Sprite was Do you remember the
slogan? If yes, write it in the box below

This question revealed to us how engaging Sprite ads are for consumers. Since
40% of the respondents remembered the slogan, Sprite has near average
engagement through its ads.
Celeb endorsements:
Sprite endorses celebrities like Meesha Shafi, Armeena Khan who are popular and
aspired among teens. This brings out Sprite as an authentic youth brand and one
which they can associate with.
Aided versus unaided recall:
One of questions in the questionnaire was write three soft-drink brands in order of
your preference. This was an unaided recall question and the number of times
Sprite was quoted is the unaided recall for Sprite. 64% quoted Sprite but only 20%
put it as their first preference. This shows unaided recall for Sprite is high.
Aided recall questions were like how often do you consume Sprite, How often
do you see ads of Sprite etc.
Most consumers say they see ads of Sprite often and majority said they drink
Sprite rarely. This shows that brand recall is high but actual consumption is low.
BRAND LOYALTY
A successful implementation of consumer learning with combination of value for
money and satisfaction of needs and wants marketers are have gained a pattern of
consumer behavior where consumers become committed to brands and make
repeat purchases from the same brands over time. Loyal customers consistently
purchase products from their preferred brands, regardless of convenience or price.
BRAND EQUITY
Sprite being owned by the giant Coca-Cola group has gained a lot more Brand
equity creating value to the entities name going hand in hand brand loyalty. It is a
well-known and trusted drink.