Interesting Quotes on Marketing !!

● “The consumer is not a moron; she is your wife.”

● “Marketing is a contest for people’s attention.”

● “Today brands are built on what people are saying about them on social media — not on

what companies are saying about themselves”

● “The best way to predict the future is to create it.”

● “Good companies will meet needs; great companies will create markets.”
Why 4Ps?
1. Getting the right product in front of the right people at the right time and for the right price

2. Building a strong, coherent & consistent brand

3. Ensuring compatibility of the marketing elements

4. Improving the product line & range extensions

5. Building a community of customers bound by a common theme/purpose

1) Right product in front of the right people at the right time and for
the right price???
2) Building a Strong, Coherent & Consistent Brand
Positioning

Pretense-buster, Irreverent, Honest, Edgy, Trendy & Modern

• Bujhaye Only Pyaas, Baki Sab Bakwaas (1999)

• All Taste, NO Gyaan (2004)

• Seedhi Baat, No Bakwaas, Clear Hai (2008)

• First Drink, Then Think - University of Freshology (2011)

• Rasta Clear Hai (2012)

• Gyaan Gul, Refreshment Full (2018)

• Sprite – The Ultimate Refresher – Movie Hall (2019)

2) Building a Strong, Coherent & Consistent Brand (Contd.)
Bujhaye Only Pyaas, Baki Sab Bakwaas (1999)

● Sprite as a quintessential thirst quencher

● Frontal attack on all the perceived benefits of others

● Pioneering ads in the arena of soft drinks industry

● Broke the clutter with clinical precision

● Self gratification & nothing else

Sprite Ads from 2000 to 2019
All Taste, No Gyaan (1999)
• Appeals to the youth who don’t like to be preached
• Relish their sense of ownership and decision making
• Humorous ads, connect well with the TG by capturing every
day moments
• Emotional appeal is much stronger and shows visible sign of
maturity
First Drink, Then Think - Univ
of Freshology
• Shifted focus from Thirst to Freshness
• “Refreshes the body and resets the mind”
• Sprite has always been a ruthless critic of preaching
• Parodies and spoofs of brands which tried to show off or
preach to customers
• Starting a university to teach some Gyaan to the consumers
Seedhi Baat, No Bakwaas, Clear
Hai
• Logical Extension of its ‘Non-Reverence ’ theme
• 2008 – Symbolic with people breaking away from
traditional life styles & stereotypical engg degrees
• Pronounced shift from attacking other brands
• Clear emphasis on SPRITE CONSUMER
• Building the ‘Self-Image’ of core consumers
Rasta Clear Hai
• Dilution of Positioning based on THIRST QUENCHING by
the UOF campaign
• Positioning based on its erstwhile " Clear Hai " theme
• Inspiring teenagers to think fresh even when the odds are
stacked against them and find a solution
• To induct a new batch of fresh thinkers & celebrate their
ingenuity ; There will always be somebody who will have
an advantage over you
3) Ensuring compatibility of the marketing elements
4) Improving the product line & range extensions
5) Building a community of customers bound by a common purpose
B Natural – 4P Analysis
1. Product: Invokes ‘Natural’ & ‘Indian’ feeling among the consumers;
Frontal attack on Tropicana which is perceived as a ‘Concentrate’

2. Price: Very slight premium over the competition

3. Promotion: TVCs, clear PoD, Intelligent, ‘Truth Based Brand’

4. Place: All conventional Channels

Apple – 4P Analysis
1. Product: The wide array of products in the apple ecosystem

2. Price: Uber Luxury phones, TVs, Watches etc that create a premium & (superior) feeling among
the users

3. Promotion: Keynote Speeches (Apple launch events), Digital Media, Classy Full Pager Newspaper
Ads, OOH near Airports & minimal TVCs

4. Place: iMAGINE, Partnership with Telecom Providers, Amazon etc.

Apple 4Ps: 1) Product: Apple Ecosystem
Apple 4Ps: 2) Price: Uber Luxury Products

● High price is meant to convey a feeling of superior quality & premiumness

● Innovative, high-quality & aesthetically appealing products

○ goads the customers to pay more

● Never sells its products at cheaper rates even at adverse economic conditions

● Has widened the price range of its products of late to counter competition
Apple 4Ps: 3) Promotion
Apple 4Ps: 4) Place

● Apple Store Locations

● Telecom Providers

● Authorized Sellers

● E-Commerce Apps/Websites
Thank you.