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Sprite Marketiing Campaign

In: Business and Management

Submitted By morty360
Words 979
Pages 4
Marketing manager
The Coca-Cola Company
Sprite `Sprite Cranberry’ Division
Dear sir/madam
RE: Application to head the Launching of new Sprite design `Sprite Cranberry’
My previous knowledge of the Sprite brand values in regard to performance contending that they only work well in the U.S market makes me better positioned for the job. In other markets Sprite is treated as an alternative to Coke while Mountain Dew is rarely sold outside U.S as an energy drink (Keillor 2011 p.117). Business formal communication in this case is made a little longer attributed to inadequate time to make it shorter (Roberts 1998 p.34).To describe the flavor `Sprite’ the word Lymon has been used which is the combination of lemon and lime. The history of the Sprite brand in the 60s and 70s ranged from `Taste its tingling tartness’ ,`Natural tart’ to `its a natural and it’s sprite’. Perhaps the years 1980s formed the revolution to Sprite brand when it came up with the words `great lymon taste makes it sprite’. The Sprite brand started realizing a big following among teenagers in the start of 1980 which consequently led to the realization and sooner focus on marketing to the group. Knowledge on the marketing trends and variations of the drink since its inception in the U.S in 1961 is critical to this launch (Lacobucci and Lacobucci 2009).
Being the world’s distributors of beverage drinks in more than 200 countries and an enduring commitment to establishing sustainable communities Coca Cola Company should not just aim at launching the new sprite brands. A creative brand launch strategy should also include initiatives that will realize enhanced economic development of company satellite regions, encourage a healthy and safe living in addition to reducing the environmental footprint (Tressler 2013 para.7). The most important aspect in international product strategy is ability to correctly

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