雪碧提案公关活动策划活动方案（英文版）.ppt

Sprite Positioning Concept Study Prepared for Coca-Cola China Ltd. by Oracle Market Research Research Background Sprite has been losing share in China across Metro, Urban and Town markets. Based on consumer feedback from various studies, it is suspected that the current Brand Architecture may not be powerful enough to build preference for consumers. Coca-Cola China is planning to modify the Brand Architecture and make it more compelling to local consumers. Alongside with this, the target group will also be extended from a teen focus to young adults at 20’s as well. The modified Brand Architecture has to be aspirational to the core target but also acceptable for the other segment. Different positioning concepts have been developed and need to be tested among consumers. The concept will be used as the basis to modify the Brand Architecture, which will be taken as the footprint for brand communication in 2001. Research Objectives The objective of this survey is to evaluate five positioning concepts to help in crafting the brand positioning, and therefore modify the Brand Architecture, of Sprite in China. The concepts are evaluated on their motivation power, credibility, relevance, projected image and uniqueness Methodology 19 focus group discussions conducted in: metro market: Shanghai, Guangzhou urban market: Wuhan town market: Changde 5 groups in each city except Shanghai where there were 4 groups G1: male teens aged 16-18 G2: female teens aged 16-18 G3: male young adults aged 23-27 G4: female young adults aged 23-27 G5: middle-aged men or women aged 30-39 - male group in Wuhan - female group in Changde Guangzhou - nil in Shanghai Brand Loyalty Perceptions of Sprite CSD Consumption Metro markets CSD consumption popular at home as well as outside home Urban Town consumption mainly outside home CSD is not affordable as a regular stock at home it is a little like a treat, for festive occasions etc. The most popular packaging at home is the 1.2