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MARKETING RESEARCH

SPRITE 3G

SUBMITTED TO:

“ SIR SHAHID YAQOOB”

SUBMITTED BY:

WAQAR YAQOOB # 53

M. SOHAIB # 39

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COMPANY INTRODUCTION

The first Coca-Cola recipe was invented in Columbus, Georgia at a drugstore by John Pemberton, originally as a coca wine called Pemberton's French Wine Coca in 1885.

Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machine worldwide. The Coca-Cola company claims that it is sold in over 200 countries.

BACKGROUND OF SPRITE 3GType : Soda Alcohol

Manufacturer :  Coca-Cola company

Country of Origin : Germany

Introduced : 1961

Variants :

• Diet Sprite Zero

• Mint flavored Sprite

• Sprite Blue

• Sprite 3G

• Sprite Remix

• Ice Sprite(Canada)

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This one was made to rival Red Bull; it had Glucose, caffeine from Green coffee beans. The advantage for it had a "new addition to the Sprite family", a Sprite baby.

Sprite 3G in PakistanThe Coca Cola Company introduced the highly acclaimed brand“Sprite” with the new one “Sprite 3G” in June 30th, 2007. They launch it at that time when the company was facing a tough competition in the local market.

Description:

Sprite 3G involves 2 flavor like the lemon-and-lime flavor mixed in the original Sprite but with the addition of three ingredients designed to revitalize consumers.

The 3 Gs• Glucose

• Guarani

• Green coffee bean-derived caffeine.

Slogan

“HITS HARD”

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COMPETITOR

Problem Statement:

Ho:

« Why Sprite 3G fail to capture the high market share? »

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FACTORS

• Taste

• Sales Promotion (Advertisement)

• Availability

• Packaging

• Color

RESEARCH OBJECTIVES

1. To examine the behaviors towards usage of sprite 3G.

2. To identify attitudes towards sprite3G and competing brands.

3. To determine promotional platform that may be used for launching the product.

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Research Approach

Population:

Rahim Yar khan

Sample Frame:

IUB (Liaquat campus, Jinah campus)

Khawaja Fareed Collage

Jugnoo Chowk

Telenore frenchise

Sampling Method:

non probability sampling method

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Sample Size: 20

Findings1. Do you like soft drinks?

2. When did you purchase Sprite 3G last time?

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3. How do you find the taste of Sprite 3G?

4. Sprite 3G taste make you adventures?

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5. Sprite 3G taste to me is?

6. Do you think there is need of Improvement in the taste of Sprite 3G?

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7. Which type of Media you Prefer more?

8. Have you ever seen the advertisement of Sprite 3G?

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9. Do you think its advertisement make you exsited or adventurous?

10. Is it easily available at shop next to your home?

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11. Mostly you purchase sprirte 3G from?

12. In your opinion who io the biggest competitor of Sprite 3G?

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13. Are you satisfied with the packaging of Sprite 3G?

14. I like to see Sprite 3G in?

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Result

From our research we concluded that this drink is mostly purchased by people belonging to 18-25 age group.

The main factors which are affecting the sale of sprite 3G are

• Taste

• Availability

• Color

Conclusion• According to customers there is lots of room is left to make the taste

Excellent.95% customers says that Sprite 3G must change its taste.

• 60% of customers says that Spruite 3G advertisemen make them Adventourous & 15% of them are strongly disagree with its advertisement.

• 80% of the customers feel easy to purchase It from nearby shop.

• Packaging Is good

• Color not appriciat by Customers. 50% of customers like to see Sprite 3G in green color & 30% in Blue.

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Reccomendations• Penetration of sprite 3G so that it appeals the bottom of the

pyramid consumers

• Must improve its Taste

• Company should have to focus on its Distribution Channel

• Company reconsider its Product Color

• Company must do some adventourous activitis in the Pakistan by organizing adventouours shows

• Come out innovative promotions that best fits the region may be event sponsorship in small scale for villages.

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