Marketing Mix of Sprite and 4Ps (Updated 2023)

The Marketing mix of Sprite analyses the 4Ps of Sprite, including the Product, Price, Place, and Promotions. Sprite is known as the smartest of all aerated drinks simply because that’s what the brand and its communications represent. 7 Up, the main competitor of Sprite, is a cool dude. On the other hand, Sprite is sarcastic and clever and always gets away with his tricks.

Being from the portfolio of Coca-Cola, Sprite has earned a name for itself worldwide as it has a wide distribution. Here is Sprite’s marketing mix, including the 4 Ps.

About Sprite

• Type: Soft drink
• Industry: Beverages
• Founded: 1959
• Founders: The Coca-Cola Company
• Headquarters: Atlanta, Georgia, United States
• Area served: Worldwide
• Current CEO: James Quincey
• Number of employees: Over 186,000
• Major products: Sprite soft drink

Sprite Product Strategy

Sprite’s product mix includes a variety of flavors and versions to cater to customers’ different tastes and preferences. Sprite, a renowned brand in the world of refreshment, has successfully implemented a dynamic marketing mix to position itself as a world leader. The introduction of innovative advertising and promotion strategies has played a pivotal role in establishing Sprite as a refreshing choice in the competitive beverage market.

The new Product Mix of Sprite in 2023 is as follows (Source).

1. Sprite Winter Spiced Cranberry: A unique blend of spices and tangy cranberry flavors mixed with the classic Sprite.
2. Sprite Winter Spiced Cranberry Zero Sugar: A sugar-free version of the Winter Spiced Cranberry flavor.
3. Original Sprite: The classic Sprite flavor with a crisp lemon-lime taste, caffeine-free, and made with 100% natural flavors.
4. Sprite Zero Sugar: The iconic Sprite taste with zero sugar.
5. Sprite Cherry: A refreshing twist on Sprite with cherry flavor.
6. Sprite Tropical Mix: A blend of the traditional Sprite lemon-lime taste with strawberry and pineapple flavors.
7. Sprite Lemonade: A mix of Sprite and lemonade, offering a slightly different taste experience.

Sprite Place Strategy

Sprite’s marketplace strategy is centered around ensuring widespread availability and accessibility:

1. Global Distribution: Sprite is widely available globally, ensuring its presence in various global markets.
2. Retail Presence: It is sold in various retail outlets, including supermarkets, convenience stores, and vending machines.
3. Online Availability: Sprite products can be purchased online through various e-commerce platforms, catering to the growing trend of online shopping.
4. Restaurant and Food Service Partnerships: Sprite is commonly available in restaurants and fast food chains, enhancing its visibility and reach.
5. Strategic Placement: The strategic placement in high-traffic areas like malls, cinemas, and sports venues ensures high visibility and easy access for consumers.

Sprite Pricing Strategy

The following vital elements characterize Sprite’s pricing strategy:

1. Competitive Pricing: Sprite adopts a competitive pricing approach to maintain its position in the highly competitive soft drink market.
2. Psychological Pricing: Sprite often uses psychological pricing tactics, like slightly reducing the price point below a whole number (e.g., $0.99 instead of $1.00), to make the product appear more affordable.
3. Promotional Offers: The brand frequently employs promotional offers and discounts, particularly in competitive markets or during special events and seasons.
4. Value-Based Pricing: Sprite’s pricing also reflects a value-based approach, where the price is set according to the product’s perceived value by the target market.
5. Dynamic Pricing: In different markets, Sprite’s pricing may vary depending on local economic conditions, competition, and consumer demand.

Sprite Promotion Strategy

1. Localized taglines – In India, Sprite uses “Clear hai” or “Sprite bujhaye pyaas, baki sab bakwaas.” It uses other taglines in other companies.
2. The packaging is pretty 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 has better-looking packaging.
3. The brand always tries to differentiate itself, showcasing itself as funny and clever.
4. Uses ATL as well as BTL marketing prominently. In ATL, television is mainly used, whereas in BTL, sponsorships, point-of-purchase advertising, trade promotions, and consumer discounts are used.

One key aspect of Sprite marketing mix is its emphasis on differentiation within the carbonated soft drinks and other soft drinks category, setting it apart from competitors like Pepsi. This approach is pivotal for gaining a global stronghold in the beverage market and aligns with Sprite’s main aim – establishing a strong presence in West Germany and worldwide. By exploring the nuances of Sprite’s marketing strategy, we uncover how it navigates the global stage, especially compared to other drinks and competitors.

Some Recent Video ads and Print ads for Sprite are:

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