Consumer Behavior Report: Sprite Marketing Strategy Analysis

This report provides a comprehensive analysis of consumer behavior and marketing strategies, focusing on the Sprite brand. It begins with an introduction to consumer behavior and its impact on purchasing decisions, followed by an overview of Sprite as a product, including its category, market size, and segmentation based on demographic, geographic, psychographic, and behavioral factors. The report then delves into targeting strategies and brand positioning, emphasizing how Sprite aims to appeal to its target market. It explores consumer buying behavior by examining personal, social, and economic influences. The report identifies different consumer types and their impact on marketing approaches. It outlines the marketing strategy, including product, price, place, and promotion elements, with a focus on a communication slogan. Finally, the report reflects on the learning outcomes and concludes with a summary of the key findings and references used throughout the analysis. The report highlights the importance of understanding consumer behavior for effective marketing and brand success.

RUNNING HEAD: CONSUMER BEHAVIOR 0
Consumer BEhavior
Student’s Details-

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Contents
Introduction......................................................................................................................................2
Product Category.............................................................................................................................2
Market Size..................................................................................................................................2
Market Segmentation.......................................................................................................................3
Demographic Factors...................................................................................................................3
Geographic Factors......................................................................................................................4
Psychographic Factors.................................................................................................................4
Behavioral Factors.......................................................................................................................4
Targeting..........................................................................................................................................4
Brand Positioning............................................................................................................................5
Consumer Buying Behavior............................................................................................................6
Personal Factors...........................................................................................................................6
Social Factors...............................................................................................................................6
Economic Factors.........................................................................................................................7
Types of Consumers into the market...............................................................................................7
Marketing Strategy..........................................................................................................................7
Product.........................................................................................................................................8
Price.............................................................................................................................................8
Place.............................................................................................................................................8
Promotion.....................................................................................................................................9
Communication Slogan...................................................................................................................9
Reflection on the Learning Outcomes...........................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................13

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Introduction
Consumer behavior refers to the study of motives of the customers or the individual
making purchase of the product or service. It seeks to determine the reasons that leads to their
purchasing propensity of product in order to identify their needs and wants (De Mooij, 2019).
Also, consumer behavior is expected to be influenced by various factors such as product features,
quality, packaging and also the perception of the consumer about the product. Thus,
understanding of the consumer behavior is crucial for the business in order to identify their needs
and buying patterns for serving the customers in a better way (Zhang & Benyoucef, 2016). The
above report is based on the marketing strategy and identification of consumer behavior of the
chosen product from New Zealand. Here, the chosen product is sprite as the soft drink product.
Thus, the report is precisely focus on the identification of the brand and the target market of the
particular brand. The discussion is successful in determining the market segments and also
helpful in the facilitation of marketing strategy for reaching the desired target market. An ethical
communication that will influence the customer is used by giving due to diligence to integrated
marketing communication.
Product Category
Sprite is soft drink which is introduced by coca cola company. Sprite is lime flavored
colorless soft-drink to be introduced firstly in West Germany with the intention of serving
teenagers having the slogan “I like the Sprite in You” which was considered to be long term
slogan of the brand (Sprite, 2019). Being invented as a type of Fanta brand, Sprite has a diverse
fan base because of caffeine-free and crisp taste. It was firstly introduced in USA as the close
competitor 7Up. There are various categories under Sprite flavors include Sprite Cherry, Sprite
Cranberry, Sprite Tropical flavored, Sprite Lemonade, Ice Mint flavored Sprite, Sprite on Fire,
Peach flavor, Sprite and many more flavors of Sprite are available into the market (Bhushan,
2011).
Market Size
The market size of Sprite is big as not only teenagers but also children and adults. Being
seen as the style and fashion in today’s generation, the brand particularly focuses on the
teenagers. Also, Sprite has been an established brand and sufficient market size in India and

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because of which it has been able to capture the market share of 14% amongst the various brands
of Coca Cola Company (Kamath, 2013). Moreover, the company has been able to make
sufficient market share in New Zealand as well due to the high demand of carbonated drinks.
Mostly, youngsters focus on the carbonated drinks rather than the adults or old age people who
generally have influence of milk and juices. However, in New Zealand, carbonated soft drinks
have captured the market rather than other drinks such as energy drinks and juices. Also, the
consumers of Sprite have stick to the brand due to the increased popularity and brand image. It
can be observed that 14% of all the beverages are considered to be carbonated soft drinks in
which 25 billion litres of the soft drink is consume globally each year (International, 2019). This
clearly means that Sprite has huge customer base and also has fan following when it comes to
see the popularity and established brand name.
Market Segmentation
Market segmentation consists of the cutting or splitting of the market into smaller parts
for the purpose of analyzing individual strategies that has to be executed on the target customers
(Andaleeb, 2016). Here, the market is separated on the basis of identical characteristics for the
purpose of grouping the entire population or market. It is considered as the brainstorming
activity where the companies take the first step for STP process (Shi, Gu, Chhajed, & Petruzzi,
2016). Similarly, for designing the market strategy for Sprite brand has to segment the market by
keeping in mind various factors for the purpose of reaching the target market. The market of
Sprite is segmented on the basis of following factors:
Demographic Factors
For targeting the right customers, usually the companies segment the market on the basis
of demographic characteristics such as the gender, population, income level and age of the given
country in order to identify the needs of the group being segmented. Similarly, Sprite has to
focus on the age group of 13 to 30 as these people have more tendencies to drink carbonated
drinks. The market size of Sprite is large due to hu (An , Kwak, Jung, Salminen, & Jansen,
2018)ge population of New Zealand that has to be focused upon. Also, the brand will focus on
the middle and higher income people in New Zealand.

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Geographic Factors
In market segmentation, the market is divided on the basis of geographical region such as
the customers who live in a particular region are divided and grouped into one and the needs are
analyzed accordingly (Aschonitis, et al., 2016). However, Sprite has to majorly focus on areas
where there is huge demand of soft drinks and also focusing the hot areas as there will be higher
market base of drinks.
Psychographic Factors
There are psychographic characters on the basis of which the market is segmented. These
factors include the attitude, behavior, lifestyle, interest and opinion about the product. These
factors are important characteristics of the target market as it influences the buying patterns of
the consumer (Liu, et al., 2019). As Sprite is soft drink brand, then it tends to focus on the
lifestyle and opinions of customers in order to target them. The brand can focus on the customers
who have modern lifestyle and also the customers who have positive perception about the
product.
Behavioral Factors
Behavioral factors include the perceptions and decision making capability of the
consumer. Thus, the group is made according to the knowledge, buyer’s readiness, loyalty status
and attitude of the customer in order to analyze the needs of these customers for using the right
strategy for different customers (Wei, Liu, & Xing, 2015). However, the Sprite has to focus on
the customers that have positive attitude and acceptance of carbonated drinks in order to retain
them through the effective marketing strategy.
Targeting
Targeting is concerned with selection of the target market amongst the segments for the
success of the marketing campaign. Targeting helps in focusing on the intended customers in
order to creating high quality leads through the appropriate base of customer (Bruce, Murthi, &
Rao, 2017). Also, it helps in building higher customer loyalty and stay focused. Targeting creates
a deep understanding of the target audience which ultimately gives an opportunity to the
companies to make improvements into the product. Similarly, Sprite has to select a target market
where it will majorly focus upon. After the classification of various markets, Sprite needs to

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select the target market through aggressive promotional techniques in order to create an
influence on the group of customers. Also, it needs to adopt kinds of marketing strategy like
advertisements through social media or emails. Moreover, the following table shows target
customers of sprite as per the basis of segmentation:
Target Customers Basis of Segmentation
 Age groups of 13 to 30 years
 Students, Employed and family
oriented
 Males and Females
Demographic segmentation
 Urban and Suburban areas
 Both domestic and international
markets
Geographic Segmentation
 People having modern lifestyle
 Social class such as working class,
upper and middle class
Psychographic Segmentation
 Customer with regular purchase
 Personality traits such as easygoing
and ambitious
 Positive perception towards the
carbonated products.
Behavioral Segmentation
Brand Positioning
Brand Positioning is concerned with placing the product or service successfully into the
market in order to ensure the success of the product by giving value to the customers. It seeks to
aim at focusing on the customers covering all points of contact with the potential customers
(Magnusson, Westjohn, & Sirianni, 2019). In other, words, brand positioning is engaged in
standing against the competitors by holding a distinctive place into the market for the purpose of
providing higher value to the customers. Similarly, Sprite has to position its brand distinctively
in order to grab the customers that are being targeted. Sprite has to select a brand name that is

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coupled with effective marketing strategy (DeSarbo, Blanchard, & Atalay, 2017). The following
are essential elements of brand that are considered by Sprite:
 The brand of Sprite should be distinctive and also giving extra values to the customers.
 It should be giving special additional features against the competitors.
 Spreading of the brand awareness is also a crucial aspect of branding of Sprite in order to
make the customers aware about the brand.
 Also, Sprite has to make sure that the selected brand is relevant to the target market.
Consumer Buying Behavior
Consumer buying behavior is concerned with the understanding of the buyer’s
perceptions and preferences of the product that have effect on the purchasing capacity of the
product (Murphy & Dweck, 2016). Similarly, Sprite has to look into various factors that will
affect the buying behavior of customer. The following are the factors might have an influence on
the buying behavior of the customers of Sprite:
Personal Factors
Personal factors include the perceptions and preferences of the customers regarding the
product. It includes all the personal factors such as the personality of the consumer that
persuades the customer to buy the product (Ramya & Mohamed Ali, 2016). Similarly, Sprit has
to evaluate the personal factors which include the lifestyle of the customer, preferences of the
flavors or taste and overall perception regarding the brand and carbonated drinks. Thus, personal
factors influence the buying behavior of customers of Sprite.
Social Factors
Social factors include the social status and lifestyle of the people which persuades the
customers to make the purchase of the product. It is being observed that Sprite is seen as the
social icon and is also having separate fan base who buy the product due to the social influences
(Akman & MIshra, 2017). When the customers are socially determined and aspiring, it persuades
them to buy Sprite due to the peer pressure and other social influences.

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Economic Factors
Economic factors include the buying capacity of the customer to buy the product. This
includes understanding of the affordability of the product and perceived benefit. Therefore,
Sprite has to look into the consumer’s purchasing power and economic status in order to
understand whether the customer is actually capable to buy the product. This helps in developing
an effective pricing strategy by taking into consideration of economic factors.
Types of Consumers into the market
There are different types of customers into the market which have different behavioral
patterns which are as follows:
 Potential paul is the new customer that can create new leads for the company. Similarly,
focusing on the potential customers is crucial for Sprite as it can ultimately help in
creating new leads.
 Routine customers are those customers that are repetitive and they make frequent
purchases. Similarly, Sprite also has routine customers who take soft drinks in their daily
routine (Jones, 2014).
 Impulsive customers are the customers who do not have any conscious planning of the
product and they purchase the product as per the mood. Thus, Sprite can have a great
chance reaching influencing them.
 Sprite also has a loyal customer which is seen from the fact that come again after the first
purchase. These customers are majorly focused as they can be the reason for the
increasing sales of brand (Firuta, 2016).
 There is one more category in customer which is discount customers as they are highly
attracted by the discounts that the company offers. Sprite must include these customers in
their marketing strategy as these customers can be retained through the marketing tactics.
Marketing Strategy
Marketing strategy refers to the activity of the company in order to grab the attention of
customers. It seeks to determine the actions that are taken for the overall marketing strategy plan
of the company (Hapsari, Stoffers, & Gunawan, 2017). Marketing strategy is an important part of
marketing plan where the company includes the activities for reaching the target customers. The

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marketing strategy is undertaken by keeping in mind the behavior of customers and influences of
various factors determining the buying patterns of the customers (Adams, 2017). Similarly,
Sprite can use marketing strategy for the promotion of their desired brand which can be
competitive in the market against the rival businesses. Usually 4ps of marketing mix are
undertaken for the purpose of keeping the right product at the right place. The following is
marketing strategy for Sprite:
Product
Product can be tangible or intangible attribute of the offering that provides value to the
customer as it is a colorless liquid differentiating from other competitors. It seeks to keep the
enhanced product physical attributes which includes the packaging, labeling and creating unique
proposition (Stead & Hastings, 2018). Similarly, Sprite has provided the unique value
proposition by providing lemon colored drink rather than black colored which made the brand
differentiated from the other competitors. The packaging of Sprite is green colored which is kept
with the idea of refreshment. It is ensured that more customers are aware about the product.
Also, the brand has come up with different variants of product.
Price
Price is considered as the value of money that is needed to be paid by the customer for
making the purchase of the product. The product is seeks to have the price as per the perceived
value. The price of the product is neither lower nor higher than the perceived value (Festa,
Cuomo, Metallo, & Festa, 2016). However, Sprite is considered as the competitive into the
market by using the effective pricing strategy in order to be sustained into the market. Also, there
are different categories and sizes of bottles of Sprite that priced accordingly. Also, the prices are
kept competitive and also by taking consideration of the affordability of the retained customers.
Place
Place is considered as the distribution channel which is used by the companies to place
the product at right place. It includes the way a product is to be assessed to the final consumer. In
this, proper channels, logistics, locations and transportation that are selected for the purpose of
availing the product to the customer. However, Sprite is produced globally. Sprite has captured
sufficient market share through serving in 200 countries all over the world (Sprite, 2019). Also,
Sprite is considered as FMCG product which proves that the company has strong distribution

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network. Sprite has been doing business and selling their products through convenience stores,
retail stores and online stores. Also, the company has ensured that the product is reached to all
kinds of customers through effective supply chain and strong channel of distribution.
Promotion
Promotion is concerned with adopting a strategy for communicating with the customers.
It includes advertising, sales promotion and other promotional tools for the marketing of the
product (Hackley & Hackley, 2017). The purpose is to attract maximum customers towards the
brand. In the marketing campaign, promotion plays a vital role as it helps in making the product
aware about the brand. Similarly, Sprite is using various mediums for the promotion of their
product and spreading their messages especially to youth. Sprite focuses on the promotional
activities using the mediums like television, radio and newspapers. Sprite performs the
promotional activities through taglines for attracting maximum customers and making a fan base.
Communication Slogan
The communication slogan for Sprite is “Let’s chill Out” as the slogan is greatly relevant
with the Sprite’s offerings and product features. Also, the target customers of Sprite are mostly
Youngers and therefore the slogan is highly relevant for reaching the target market.
Integrated marketing communication is concerned with putting together all the branding
characteristics and integrating the marketing tools (Finne & Grönroos, 2017). The relevancy of
the communication slogan being selected for the purpose of reaching the target customers
effectively is discussed as below:
 Corporate Culture
The corporate culture of the company has to be linked with the product features and brand
name. Thus, the slogan being selected has the relevance with the corporate culture as it is easy
going and has a communicative and creates belongingness with the customers.
 Brand Focus
It relates to the identity and the popularity of the brand. As per the slogan “Let’s Chill Out”
gives messages to the customers to take a time and have an easy time which is proved to be the
brand focus of Sprite as the main focus of Sprite is to fill the life of youngsters with freshness.

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 Consumer Experience
Consumer experience is the important component of integrated marketing communication
which seeks to meet the customer needs and expectations (Blakeman, 2018). Thus, the product’s
slogan should be in such a way that it fulfills the needs of the customers and also appealing for
grabbing the attention of the customers and creating a good experience with the brand.
 Communication Tools
It includes the selection of the modes of communication for spreading awareness of the
brand. Therefore, the for spreading newly launched communication slogan “Let’s Chill Out”
Sprite has use tools like social media like facebook and twitter where the brand will share new
post regularly for the purpose of promoting the brand through the chosen slogan.
 Integration Tool
Amongst the various tools under IMC, there is one tool called integration tool which looks
after the activities of various tools. Also, integration tool will be helpful in the monitoring of the
marketing activities through the use of appealing slogan.
 Promotional Tools
Promotional tools such as the personal selling, advertisements and promotions are the basic
tools used under marketing. For performing promotional activity as the marketing strategy,
Sprite has spread the slogan for making sure that it is on the mouth of every person and
expanding the information of the product through attractive and appealing slogan (Valos,
Maplestone, Polonsky, & Ewing, 2017).
Reflection on the Learning Outcomes
From the above analysis of consumer behavior, I have learnt that it is crucial for every
company to analyze the needs and buying behavior of consumer as it will ultimately lead to
increased customer satisfaction and enhanced sales of the company. Also, I have analyzed Sprite
is the renowned brand of Coca Cola Company which has operations in various parts of the
world. Apart from this, I have analyzed that an effective marketing strategy is needed when a
company want to run a marketing campaign in order to place a brand successfully into the
market through reaching the target customers. I have learnt that market segmentation is a crucial

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step that is needed to be taken for breaking the market and reaching the target market. I have
learnt that demographic, geographic, psychographic and behavioral factors are highly influenced
when making segmentation of the market.
Also, I have analyzed that for the marketing strategy, it is crucial to target the customers
of the groups that are already made. Also, I have understood that brand positioning is important
to place the product successfully into the market. Also, from the analysis of buying behavior, I
have learnt that the consumer’s buying patterns and overall perception regarding the product
influences the buying behavior of customer. Further, I have learnt that marketing mix is crucial
for Sprite for undertaking the various marketing strategies such as competitive price,
characterized physical product, strong distribution channel and use of effective promotional tool.
I have learnt that marketing mix is undertaken for ensuring that the right product is being
available to the right customers and at the right time. Lastly, I have learnt that every marketing
campaign requires a communication slogan for spreading the brand awareness and make a
unique image of the brand. Also, this communication slogan needs to be relevant to integrated
marketing communication for the purpose of making the brand successful.
Conclusion
To conclude, it can be said that making an analysis of buying behavior of the customer, is
highly significant for making the brand successful through reaching the target markets by
making use of aggressive promotional tools. A company is needed to overlook the markets and
market segmentation where the main goal is to reach the target customers. The report highlights
the marketing campaign for Sprite which is considered to be leading soft drink industry which
has a separate fan following because of the aggressive advertising messages and slogans being
used. The report is successful in the identification of target market for the chosen brand on which
the company decides to target and undertake the marketing strategy. Also, the report gives the
clear idea of consumer buying behavior which is greatly influenced by three factors such as
personal, social and economic factors. For the purpose of analyzing the buying behavior of the
customer, the types of consumers are determined. The entire report is prepared for the marketing
strategy which is being discussed by taking consideration to the 4ps of marketing mix which are
product, price, place and promotion. A communication slogan is also being discussed along with

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giving due diligence to the integrated marketing technique. Lastly, a personal reflection on the
learning being covered in the entire assignment is also being discussed.

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