Sprite Positioning Concept Study

SpritehasbeenlosingshareinChinaacrossMetroUrbanandTownmarkets.BasedonconsumerfeedbackfromvariousstudiesitissuspectedthatthecurrentBrandArchitecturemaynotbepowerfulenoughtobuildpreferenceforconsumers.

Coca-ColaChinaisplanningtomodifytheBrandArchitectureandmakeitmorecompellingtolocalconsumers.Alongsidewiththisthetargetgroupwillalsobeextendedfromateenfocustoyoungadultsat20’saswell.ThemodifiedBrandArchitecturehastobeaspirationaltothecoretargetbutalsoacceptablefortheothersegment.

Differentpositioningconceptshavebeendevelopedandneedtobetestedamongconsumers.TheconceptwillbeusedasthebasistomodifytheBrandArchitecturewhichwillbetakenasthefootprintforbrandcommunicationin2001.


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