Team 8 Sprite Research & Analysis Spring 2016

Team 8

Sprite Research & Analysis

Spring 2016

Samantha Mangan Elizabeth Jefferson Jordan Jasper Eliza Meyers Chanel Burner

1 Table of Contents

Cover page ………………………………………..……………………………. 1

Table of Contents …………………………………………………..………….. 2

Overview of Research ……………………………………………...………….. 3

Phase I (Situation Analysis) ………………………………………………….... 4

Phase II (Primary Research) …………………………………………………… 16 Research I ……………………………………………………………… 18 A. Overview of the Study …………………………………………. 18 B. Objectives of the Study ………………………………………… 18 C. Project Details …………………………………………………. 18 D. Analysis of Results …………………………………………….. 19

Research II …………………………………………………………….. 21 A. Overview of the Study ………………………………………… 21 B. Objectives of the Study ……………………………………….. 21 C. Project Details ……………………………………………….... 21 D. Analysis of Results ……………………………………………. 22

Overall Findings and Suggestions …………………………………………….. 27

References ……………………………………………………………………… 30

Appendices …………………………………………………………………….. 32 Research Plan ………………………………………………………….. 33

Research I …………………………………………………………….... 34 A. Interview Guideline ……………………………………………. 34 B. Consent Forms …………………………………………………. 37 C. Interview Transcripts ………………………………………...... 47 D. Interviewer’s Reflection Notes ………………………………… 69

Research II ……………………………………………………………………… 74 A. Online Survey Questionnaire …………………………………………… 74

2 Overview of Research

As our semester comes to an end, we have worked closely to come up with ways to help our client; Sprite. Our SWOT Analysis helps to analyze the strengths, weaknesses, opportunities and threats of Sprite. This analysis helps point out the good and bad factors of our client; some being beneficial and some that may need a change.

To further help our client, we created a survey in which we collected results from 100 students. We also interviewed ten students who live on and off campus. We created a couple research questions and several questions based off of the research questions that would help us get a better idea of how students feel about Sprite and what could be changed. This gave us information to help us develop different products within the right line to appeal to a different audience and increase visibility in the marketplace. Ultimately, this would increase profit greatly.

Our interviews were a major success and made it possible for us to help our client. After conducting interviews, Team 8 has created a set of suggestions for Sprite, if they choose to follow. First and foremost, know your consumer. Secondly, answer the health question. Next, continue seeking contracts. Lastly, add and advertise more variations. All of these steps are more in-depth starting on page 28, however they are very important and can be helpful.

As a team, we feel as though we were successful in gathering research findings and being able to help our client. Sprite can improve by paying attention to what needs to be changed, as a result of our information. Being a semester long project, we learned a lot and gained various insights that we were unaware of previously.

Phase I

Situation Analysis

4 Introduction This is a situation analysis and market research development plan for Sprite, a lemon and lime flavored caffeine-free drink, produced by the Coca-Cola Company. This analysis will use secondary data to provide information about the Sprite brand. This information will include evaluations of the product itself, its consumers, and its competitors. An overall evaluation of the brand’s marketing environment will also be conducted. A summary of the problems and opportunities found during the research will be included as well, which will be made of internal factors such as strengths and weaknesses, and external factors including opportunities and threats. This analysis will help the brand raise awareness and profits by successfully narrowing down and reaching specific target audiences.

Brand History Originating in Germany as Fanta Klare Zitrone, or “Clear Lemon Fanta”, the Coca-Cola Company introduced Sprite in the United States in 1961 to compete against 7-Up, a lemon-lime flavored soft drink produced by Pepsi (Pollack, 2008). The drink was first marketed to be used as a drink mixer, such as tonic water, but slightly sweeter. It was promoted to be used with alcoholic beverages such as whiskey and vodka.

In the 1980s, years after Sprite was introduced, due to the Coca-Cola Company’s power, the brand was able to push its large bottling companies to start distributing Sprite over 7-Up. This switch was what ended up leading into Sprite becoming the market leader position in the lemon-lime category by 1989 (Pollack, 2008).

In the late 1970s and early 1980s, Sprite rebranded with its own terminology, naming its flavor as “lymon”, a mix of lemon and lime (Pollack, 2008). This makes the drink appear to be a healthier version of soft drink to its consumers; some advertisements even deemed the drink to be “natural”. The drink is also caffeine free, which is different than most soft drinks, past and present.

Much of the following of the brand during the 1980s was teenagers and young adults. Going into the 1990s, Sprite used many different advertisements to appeal to its crowd, such as cartoons, humor, and famous athletes, specifically basketball players. The athletes seemed to play into the part of the soft drink being a “healthier” version.

Over the years Sprite has developed its look and kept the theme of green and yellow, with background colors of blue and silver. It has maintained a “refreshing” appeal. In the 1990s Sprite came up with its famous line, “obey your thirst”. This line can be correlated with quenching thirst, going back to the refreshing appeal the brand has captured.

In more recent years Sprite has changed the contents of the drink, actually making it healthier. The major change was in 2012, Sprite was reformulated to remove 30% of the sugar and replacing it with the sweetener Stevia, which results in the drink containing less calories (Tepper).

5 According to the Coca-Cola Company website, today Sprite is the world’s leading lemon lime soft drink, as well as the number three leading soft drink world-wide.

Product Evaluation The Coca Cola Company has been providing the clear colored, caffeine free, lemon-lime flavored beverage for over 50 years. Sprite has added variations of the brand over the years to offer different flavors and an option of the drinks with zero calories to continue to meet the needs and desires within the carbonated beverage market. The beverage is available in multiple sizes for plastic bottles and aluminum cans. The most commonly found are 2 liter and 20 fl oz bottles as well as 12 fl oz cans. Sprite’s current promotional tagline is “Obey your thirst” and was for a long time before 2010, where other taglines have been used without the same success; (Zmuda, 2013) other taglines used in recent years have included, “Sprite, for the thirsty”, “There’s nothing soft about it”, “The spark” and “The uncontainable game”. Since the other taglines did not have much success, Sprite decided to go back with the “Obey your thirst” tagline.The branding image of Sprite includes the three main colors of silver, green and blue on the cans, while the bottles are typically a transparent green. The logo maintains an image that exemplifies the combination of lemon-lime flavor found in the drink, which is seen dotting the “i” in the brand name on the product packaging.

Product Variations Sprite’s original crisp lemon-lime flavor has reached popularity on a worldwide scale. Around the winter holiday season, the brand has also brought the holiday popular flavor of cranberry into being a flavored that is available around the holiday season. Sprite has also created a flavor with collaboration of LeBron James, who has had a relationship with the brand since 2003. This flavor is called LeBron’s Mix and features cherry and orange flavor mixed with the original flavor, and was brought back to the market in 2015 when he returned to the Cleveland Cavaliers (ProQuest, 2015). The brand has recently announced that they are bringing back a limited edition flavor called Tropical Mix, which features a mix of pineapple, and strawberry flavorings to the original lemon lime flavor. Sprite Zero has been introduced as a zero calorie and zero sugar version of the original Sprite and the Cranberry Sprite.

Strengths Being a product of the Coca Cola Company, Sprite is available in majority of grocery retailers, convenience stores, many restaurant establishments, entertainment venues, schools and universities, and other public and or private buildings. For the convenience of those who drink Sprite, the beverage is offered in sizes that work for people who are on the go like the 20 fl oz bottle or the 12 fl oz can; or even watching the amount of soda and calories they drink like the 7.5 fl oz mini can. The clear color of the

6 beverage along with its taste, Sprite is seen as a versatile drink and can be mixed with other drinks. Clear coloring has also been noted to be less harmful in teeth discoloration as opposed to darker carbonated beverages. Sprite has health benefits from being caffeine free, containing lower sodium than other carbonated beverages, and overall lower calories than other sodas. People also perceive that Sprite settles an upset stomach, which can count as another product strength.

Weaknesses Although Sprite offers variations of the product, many of those variations are not found in all the areas that the original Sprite is available at, like vending machines, restaurants and entertainment venues. Some of these variations are as noted above only available for a limited amount of time whether it be seasonal or a special edition flavor. While Sprite Zero is available all year, it also has struggled to be found outside of the grocery store, gas station and convenience store retailers. The Coca Cola Company is a large beverage producer that is capable of spending large amounts on advertising, however Sprite tends to receive little ad spend compared to the Coca Cola Company’s namesake soda brand, Coca Cola. Noting that spend in recent years has varied from $7 million to $17 million (Zmuda, 2013). Another weakness of Sprite is the growth in bottled water and juice productions, hampering the overall soda revenue.

Overall Sprite is a well-known brand and will continue to be on a worldwide scale, however the revenue of the brand is at threat with competition, healthy choices made by target markets, distribution of the product variations and its erratic advertising spend.

Consumer Evaluation

Sprite Users The demographic that Sprite heavily targets are low-income consumers and African Americans under the age of 24. The highest income of users that purchase Sprite is in the $40,000 to $60,000 range. However, Sprite users are not limited to that. (InfoScout, 2016).

A few years ago, scientists examined 57 drinks to see what was best to cure a hangover. Evidently, Sprite was among the drinks that sped up the ALDH process. In this process, the alcohol is broken down more quickly, meaning hangovers cure more quickly. Therefore, Sprite is also consumed by those who regularly drink alcohol. This is because they know it can benefit them the next day. (Hodgekiss, 2013).

Sprite is purchased mostly in the Southern and Southwest regions of the country. Those who purchase Sprite also purchase Red Bull, Hawaiian Punch, Powerade and Dr. Pepper. (InfoScout, 2016).

Psychographics Sprite, along with any other soda will attract a certain target audience with advertising. In 2015, Sprite had artists Drake and Nas star in a Sprite commercial. (Hampp, 2015) In 2014, Sprite had a commercial with Lebron James in it. The commercials that Sprite leads to is asking for a target audience of a younger

7 crowd; those who listen to rap music and watch basketball will enjoy these commercials more than others. (Mandell, 2014).

Along with the advertisements targeted to younger consumers, Sprite also reaches this targeted demographic through sponsorships with the NBA as well. In 2010, Sprite noticed a decrease in sales in their ideal target audience; young adults. To combat the declining sales and to spike interest in the targeted group, Sprite enhanced their sponsorship with the NBA in hopes of attracting the younger crowd they desire to reach.

Each year, Sprite sponsors the Slam Dunk Contest at the NBA All-Star Weekend. In 2010, they decided to take the fan involvement with the contest to the next level. They branched out from the marketing strategy of reaching the audience through sponsorship and decided to engage younger viewers in an online content form. They created “Sprite Slam Dunk Fan Faceoff,” which allowed fan bases to choose a contestant in the dunk contest and face off with fans of another contestant. (Johnson, 2010).

Sprite Non Users The demographics that are least likely to choose Sprite as a beverage are those of Asian descent and those over the age of 55. It’s also apparent that anyone that has an income over $60,000 a year does not purchase Sprite. It’s the least popular in the Western region of the country. (InfoScout, 2016).

Where it’s purchased Sprite can be purchased just about anywhere. It can be found in dollar stores, drug stores, grocery stores, entertainment venues, restaurants, vending machines and gas stations. It is most frequently purchased at dollar stores and gas stations. (InfoScout, 2016).

When it’s used The most popular days of the week that Sprite is purchased is Friday and Saturday. The most popular times of purchase are in the afternoon and evening. Although caffeine is not in Sprite, it is believed that it’s bought at night on the weekends for those who want to drink a soda late, without it keeping them up. It’s also bought at that time to bring to parties or to drink with alcohol on the weekends. (InfoScout, 2016).

Conclusion There are many users as opposed to non-users of Sprite. From the chart on InfoScout, just about every decent consumes Sprite, some just favor it more than others. There is a specific age range that drinks Sprite more frequently than others, those younger than 24 years old, with the most common group being African American. The only demographic that shows who absolutely does not drink it, is those with high income.

The only thing that could be a potential problem is that Sprite is known for their distinct lemon-lime flavor. If one doesn’t like that flavor, they aren’t going to drink Sprite. If Sprite wanted to increase their number or consumers, they could create more flavors by working with specific focus groups/interviewees. This would determine what the consumers are looking for in a soft drink and would lead the company in a

8 new and different direction. Sprite could appeal to a more diversified audience thus expanding their business and profits.

Competitive Evaluation Sprite, which is owned by The Coca-Cola Company, has two main competitors. One is Sierra Mist, owned by PepsiCo, and the other is 7-UP. PepsiCo owns 7-UP however, in the United States, the 7-UP trademark is licensed to the Dr. Pepper Snapple Group (Zmuda, 2010). These three soft drinks are in competition with one another because they are all lemon-lime flavored beverages.

Figure 1: Market Share Chart for the parent companies of Sprite, Sierra Mist, and 7-UP

Source: (Pepsi, Coke, Dr. Pepper, and the At-Home Carbonation Market: Let The Games Begin!, 2015)

Sprite’s market share is about 6%, while Sierra Mist and 7-UP have a market share of around 1% (Statistic Brain Research Company, 2015).

Strengths/Weaknesses of Competitors Sierra Mist is a very well established brand. A strength of Sierra Mist is that it is healthier than Sprite, as seen in Figure 2 below. Sierra Mist beats Sprite in every one of the nutrition categories. Also, Sierra Mist has four different beverages to choose from. These beverages include Sierra Mist, Diet Sierra Mist, Sierra Mist Cranberry Splash, and Diet Sierra Mist Cranberry Splash. However, the cranberry flavors are only seasonal (Two Flavors, Always Refreshing, 2015). Sierra Mist does not contain caffeine.

Sierra Mist has always been a major player in the lemon-line soda game, however in 2013 sales, for the first time in 10 years, dropped below 100 million cases. Sierra Mist made a very significant change when they were the first mainstream soda to replace high-fructose corn syrup with sugar. The brand also changed its logo to include more green and yellow as to not be confused with a diet soda (Schultz, 2014).

9 A major weakness of Sierra Mist is all the sugar that is in it. This is especially a weakness for those who diet and eat healthy.

7-UP is also a very well established and recognizable brand. A weakness of 7-UP is that it is just about even with the nutrition of Sprite. This gives Sierra Mist the upper hand on both of its competitors. 7-UP has five different flavors. These flavors are 7-UP, 7-UP Ten, Diet 7-UP, Cherry 7-UP, and Diet Cherry 7-UP. A strength of 7-UP is like Sprite and Sierra Mist, it does not contain caffeine. A very prominent weakness of 7-UP is that it was never able to break into the diet soda market (Dougherty).

In 2014, 7-UP began utilizing EDM, or electronic dance music, to expand its target audience and attempt to raise sales. 7-up decided it wanted to target the millennial generation rather than a customer that was over 35 years of age.

Figure 2: A breakdown of the nutritional value of a 12 oz Sprite, Sierra Mist, and 7-UP

Sprite Sierra Mist 7-UP

Calories 140 120 140

Total Fat 0 0 0

Sodium 65mg 35mg 45mg

Total Carbohydrates 38g 30g 39g

Sugars 38g 29g 38g

Protein 0 0 0

Sources: (Coca Cola Product Facts , 2015) , (The Facts About Your Favorite Beverages , 2016) , (Great Tasting, Low-Calorie Beverages , 2016)

Indirect Competitors A major indirect competitor for all three of these soft drinks is water. Water is a much healthier alternative. Water has no sugar, not calories, and no fat. This is an alternative for those who want to live healthier lifestyles. Tea is also indirect competition for soft drinks. It contains high amounts of sugar as these sodas do. Juices and even sports drinks can be considered indirect competitors for Sprite because of the sugar content.

Conclusion In conclusion, though Sprite holds a bigger market share than Sierra Mist and 7-UP, they are still competition for Sprite. Of all three, Sprite is overall the unhealthiest. Sprite may be more popular due to the fact they are a Coca-Cola product. Coca-Cola has the largest market share of all soda companies.

10 Advertising may also play a factor in Sprite’s popularity. Big name stars such as Drake and Lebron James have been associated with Sprite. Celebrities of that caliber representing Sprite most likely plays a major role in Sprite’s popularity.

Marketing Environment Evaluation

Soda Market Soft drinks have become a popular beverage choice for people around the world. It is estimated that average person consumed over 35 gallons of soda during 2015 (IBIS World, 2016a). Although the market for soft drinks is large, especially in the United States, the market is predicted to continue a slow decline in the next few years.

After soft drink production reached a peak in the late 1990’s, consumption of soft drinks has been on a steady decline (IBIS World, 2016a). In the more recent years, the economic recession caused many people throughout not only America, but also the world to stop drinking as much soda. In the aftermath of the recession, the consumption of soda still was unable to turn itself around. One major reason for this is because of a factor called the health index. The health index deals with the overall healthiness of diets of Americans. Over the next few years, the health index is supposed to rise, as more and more Americans gain more disposable income in the wake of the recession and care more about their health in general. The steady rise of the health index will coincide with the fall steady fall of regular soft drink consumption (IBIS World, 2016b).

Figure 3: Soft Drink Consumption in the United States

Source: IBIS World, 2016

11 The obesity epidemic in America has also led to a variety of moves that will make it harder for soft drink producers in the future. The first of these deals with children, who consume a great deal of soda. Many legislators and other people involved in government want to remove sugary beverages like soda and salty snack foods from schools, in order to promote healthy eating and wellness. Another move by government that would greatly affect the success of soft drinks as a whole include the rising popularity of soda taxes. These are a variety of different taxes on that make it more costly to produce soft drinks. Many cities and states in the US are considering adopting a soda tax after seeing it used to successfully lower the consumption of soda in Mexico (Barclay, 2015).

Sprite Market It is true that soft drink consumption is on the decline, but the news is not nearly as bleak for Sprite. The Coca-Cola Company is the most successful company worldwide in the production of soda. With a market share of 29%, this company has a stable lead over the next best company, Pepsi Company Inc., with 25.4% (IBIS World 2016).

The Sprite brand has also experienced a great deal of success. In the spring of 2015 over 27 million people in the United States consumed Sprite. The amount of Sprite consumed has been on a slight decline since least 2008. This decline mirrors the decline of soft drink consumption as a whole and is most likely a response to the some of the same causes; the recession and movements towards a healthier diet.

Figure 4: Sprite consumers per year 2008-2015

Source: Scarborough, 2015

The decline may look like a reason to be concerned, however it is important to notice that through all of this the market share for the Sprite brand has stayed for the most part steady around 6% among all soft drinks, only trailing Dr. Pepper in terms of non-cola sodas (Scarborough, 2015).

The Sprite brand has been able to sustain its success by building a very loyal following. Sprite is one of the most popular sodas among young African Americans and Hispanics (Mintel Academic, 2012). A top competitor with Sprite, 7-Up, is also a very popular soda for the same demographic group. 7-UP, a brand owned by the Dr. Pepper-Snapple Group, spent more on advertising ($48 million for 7-UP compared to $13 million) (Red Books, 2016). Although they spent almost four times as much as Sprite, Sprite still has a market share of six percent compared to one percent for 7-UP (Scarborough, 2015). Sprite also has a strong lead against another lemon-lime soda competitor, Sierra Mist. Sierra Mist was used by around 7.8 million Americans in the spring of 2015, while Sprite amassed almost four times that much by reaching 27.9 million Americans during that same span.

Conclusion In conclusion, the Sprite brand and Coca-Cola Company as a whole have been able to enjoy some success even as the soda industry slowly declines. Though revenue may have dipped slightly, the market share for both Coca-Cola Co. and Sprite have stayed relatively stable. While Sprite isn’t the most successful drink, it has definitely overachieved compared to the amount of money they’ve spent on advertising. In terms of increasing revenue, perhaps Sprite could gain sell more if they put more into having healthier options, such as Sprite Zero. Also, Sprite could reach out more to older African Americans and Hispanics in the United States, who still favor 7-UP (Mintel Academic, 2012).

Because of the drop in consumption of soda, Sprite will most likely be fighting against other established brands and trying to convert soda drinkers who are fans of other brands. Sprite already has a very clear edge against other lemon lime sodas in the market. As the market for healthier alternatives also grows, advertising Sprite as the healthy alternative in a sea of unhealthy drinks may also help increase sales. Other options, such as building further upon Sprite Zero may also help reach potential Sprite drinkers who have concerns with soda for health issues. Overall, Sprite has overachieved greatly considering how much is being spent to advertise the soft drink. Although the market for Sprite, as well as soft drinks in general, is on the decline, it appears that Sprite will be one of the leading brands in terms of light colored sodas for years to come.

SWOT Analysis

Strengths: ● Versatile: Sprite can be mixed with other drinks to make new flavor combinations for taste sensations. ● Brand Recognition: Sprite alone is recognizable with its brand imaging of the colors silver, blue and green. Then having its parent company be the Coca Cola Company helps it be a well-known soda brand since it is carried most places other Coca Cola products are carried.

13 ● Health and Ingredients: Sprite has lesser amounts of sodium, sugars and overall calories than other sodas like Mountain Dew and Cherry Coke.

Weaknesses: ● Advertising Spend: Coca Cola Company spends more money in advertising the Coca Cola product variations such as Coke Zero than it does on the brand variations like Sprite. ● Distribution: Coca Cola Company only offers the original flavor of Sprite in vending machines, most restaurants and smaller serving size options of Sprite’s product variations are not usually found in gas stations and stores. ● Variation: Many other soda brands have a variety of flavors offered in product variations. Sprite has a few that they offer but they are not offered all year round. A common flavor variation for dark colored soda is cherry flavored and it has a popularity amongst soda consumers.

Opportunities: ● Health Perceptions: People believe that Sprite helps settle an upset stomach and with hangovers; and is less harmful to teeth discoloration than other sodas that have a darker color. ● Partnerships: The Keurig Kold and Coca Cola have worked together to make “pods” of different Coke products including Sprite, giving another opportunity for distribution. ● Serving Size Variety: Sprite is offered in a variety of sizes including smaller than the average 12 fl oz cans and the 20 fl oz bottles, this gives more opportunity for those who like the beverage but would prefer smaller sizes for a number of reasons including lower calories and sugars.

Threats: ● Healthy Choices: There are healthier choices than Sprite and other carbonated beverages and these healthier choices have increased over the last few years and are expected to continue to do so. Some of these healthier choices include the growth of bottled water and juice productions. Other lemon-lime beverages such as Sierra Mist and 7-UP are known to be healthier options than Sprite. ● Caffeine: While there are some soda drinkers that prefer not to drink caffeine there are many that like dark colored soda because of the caffeine. Some may argue that if they are going to drink something that has so many calories in it, then they would want a boost from caffeine as well. Caffeinated competitors such as energy drinks can also sway consumers away from Sprite.

Research Question, Hypotheses and Rationale Research Question 1:

14 Would consumers’ likelihood to buy Sprite increase if Sprite’s product variations like Cranberry Sprite, Sprite Zero and Tropical Mix would be offered all year (if not already) and be available in more distribution areas (e.g. vending machines, restaurants, entertainment venues, etc.)?

Sprite is known for its lemon-lime original flavor, but has moved past those boundaries when offering other flavor combinations. These tend to be seasonal flavors and only available for a limited time. However, Sprite has had success with its product variation of LeBron’s Mix and reintroduced it to the market in 2015 when LeBron returned to the Cleveland Cavaliers, but was mainly found in convenient stores and gas stations. Sprite’s original flavor is the one that is offered at restaurants, entertainment venues and even vending machines that serve Coca Cola products, giving the opportunity for consumers to drink it when they are out and about; however the other flavors that offer variety to consumers taste are not distributed in these areas and could be missing part of the brand’s target audience. Sprite Zero can be another option for diabetic customers or those who simply prefer zero calories and sugars drinks, but this variation is untapped in terms of making it available to some audiences. With healthier drinking habits, focusing on Sprite Zero might be a chance for revenue growth.

Research Question 2:

Is there a correlation between Sprite brand loyalty and students who live on campus?

At West Virginia University, all that is offered are Coca-Cola brand products. The competition has fewer ways of reaching its target audience on campus because of Coca- Cola’s monopoly. Even if some consumers prefer Sprite’s competitors, they will have to settle for Sprite. This could lead to a pattern for consumers changing his or her normal behavior and/or preferences.

Phase II

Primary Research

16 Research Questions:

● Would consumers’ likelihood to buy Sprite increase if Sprite’s product variations such as Cranberry Sprite, Sprite Zero and Tropical Mix were offered all year (if not already) and were available in more distribution areas (e.g. vending machines, restaurants, entertainment venues, etc.) ? ● Is there a correlation between Sprite brand loyalty and students who live on campus because of WVU’s contract with The Coca-Cola Company making their products the only soda options on campus?

Final Research:

To collect and analyze data that would help find answers to the research questions, the team used one quantitative research method and one qualitative research method. The quantitative research method was an online survey and for the qualitative research method the team chose to conduct in-depth interviews. Both methods were used to analyze and create findings for both research questions.

17 Research I Qualitative Research Method: In-depth Interview

Overview:

Each member of the group conducted two in-depth interviews, dividing the interviews up while assuring that half of the sample interviewed lived on campus while the other half lived off campus so that the sample would be less likely to be skewed by the type of residency West Virginia University students participating in the interview had. All participants gave consent to using the information gathered as well as their direct answers being used in the study through transcripts.

Individual members of the group conducted two in-depth interviews during the week of April 9th through April 17th. The interviews ended up being around thirty minutes long and were done in a variety of places depending on the interviewer.

Objectives:

The objective of the interviews was to gain more knowledge about our target audience’s feelings and attitudes toward Sprite. The interviews were used as an attempt to answer the research questions our team created. We were researching to find out if consumer’s likelihood to buy Sprite would increase if Sprite’s product variations were available in more locations. We also wanted to know whether there is a correlation between students who live on campus and Sprite brand loyalty, due to the fact that only Coca-Cola products are sold on campus. A main objective of our research was to figure out the customer trends for Sprite from WVU students.

Project Details:

Participants are students at West Virginia University. The sample was recruited through quota sampling, split between students living on campus and students living off campus. The sample size is 10 students at West Virginia University. Each in-depth interview was conducted at different times and locations.

18 Interview:

The interview started out with questions to understand participants’ over drinking habits, preferred beverages, purchasing tendencies of beverages and their current housing situations. Introductory questions were a combination of open-ended and close-ended questions that also help ease the participants into the interview and help them to get in the mindset of answering questions thoughtfully.

The next set of questions were open-ended questions that were focused on the first research question. This helped to evaluate participants’ awareness of Sprite’s current product variations and see how the product variations’ distributions, flavors, and serving sizes would affect the participant’s likelihood to buy Sprite.

The last set of questions were open-ended questions that were dedicated to answering the second research question. This helped to determine if there were any kind of correlation between West Virginia University only offering Coke products on campus and WVU students’ brand loyalty to Sprite or Coca Cola Company products in general. These questions also helped understand viewpoints of Sprite’s current distribution on campus as well as what consumers may wish to see change.

Analysis of Results:

The in-depth interviews gave us insight about West Virginia University students, their general beverage preferences and habits. As well as more detailed thoughts about their current feelings towards Sprite and how the Sprite brand can improve the overall satisfactory experience soda consumers have.

The current feelings about Sprite had some common feelings as a majority. For example, Sprite was what mainly came to mind when participants were asked about a lemon lime soda. This shows that Sprite had a popular brand awareness amongst WVU students. Both on campus and off campus students also tend to not have soda at home and drink more soda products when they are out and about or out to eat.

One major insight gained through the in depth interviews dealt with the unpopularity of Sprite Zero. This drink was supposed to appeal to those who wanted a healthier alternative to the popular soda, however our interviewees informed us that arguably the most well known of the Sprite variations was unpopular due to its poor taste. While the zero calorie version of Sprite may not have been popular amongst the participants. Could this have something to do with new

19 critics saying that diet soda is worse than regular soda in terms of health? Although many participants claimed to not drink soda regularly, they still felt that having more options of Sprite on campus would be beneficial.

The interviews also yielded interesting information about the Sprite brand and its loyalty among WVU students. The majority of students interviewed, whether on campus or off campus favored some sort of Coca Cola Company product, even if they weren’t huge soda drinkers. The Sprite brand seemed very strong among those interviewed. When asked to what they think about when asked about lemon lime soda, Sprite was mentioned in all but one instance. When asked to describe the Sprite brand, words such as “refreshing,” “chill” and “well-known” were used. This shows that Sprite’s message is getting across correctly to its audience and has also become a leader in the field of lemon lime soda.

When comparing the responses of on campus to off campus students, the large impact of Coca Cola’s contract with WVU seems even more apparent. Of all the students interviewed, even the ones who didn’t drink soda regularly, Coke and other products by the Coca Cola Company were noted as the brand preference all but once during the interviews. This would lead one to believe that West Virginia University’s contract with the Coca Cola Company has contributed to the brand loyalty among not just on campus students, but the West Virginia University student body as a whole.

20 Research II Quantitative Research Method: Online Survey

Overview:

The advantages of conducting an online survey include that it was easy to conduct, the team could quantify the data that was collected, and it was not too time consuming. The process was also cheap, in comparison to other forms of primary research.However, the disadvantages of the online survey were that the team could not explain any of the questions a participant may not fully understand, so we had to be careful to ask the right questions in a clear and concise manner. With online surveys, there is also the issue of potential survey respondents not having enough technological savvy to use the survey. This problem was a major issue with our survey due to the fact that we targeted college students, although there is a chance that even some college students could have difficulty if they are new to using the internet.

Objectives:

Feedback from this online survey is used help the research team gain a better understanding of the soda industry and consumer trends. While specifically looking at students that are currently enrolled at West Virginia University and are at least 18 years old, the team is hoping to gain insight on trends within the university since it has a contract with the Coca Cola Company. The survey was also used as a tool for descriptive research. The questions in the survey were used not only to answer the research questions, but also to take a closer look at the mind and habits of the average college student.

Project Details:

The team created an online survey to collect data about Sprite from West Virginia University students. The sample for the survey included 100 West Virginia University students. These students were recruited through a convenient sampling. Students were reached out through email, Twitter, Facebook, etc. to ask who would be willing to participate and help the team receive data to analyze.

21 Analysis of Results:

Demographics. The survey was completed by 100 students at West Virginia University. Although the the students seemed to vary on many things, demographically they can be described as:

● 21 years old (mean age 21.09) ● Female (66%) ● An upperclassmen (78% were a junior or older) ● Caucasian (87%) ● Works part-time (55%) ● Lives off campus (84%)

Consumption. One interesting bit of information found through the survey deals with actual consumption of soda. After being asked how often they drink soda, our survey found that students are not heavy soda drinkers. 33% of respondents do not drink soda regularly. This was the most frequent response, with drinking soda once a week and two or three times a week following behind at 21% and 22% respectively. Below is a figure highlighting typical soda consumption habits for college students. This shows that for the most part, college students are not binge drinking soda. In fact, when asked what drink people have the most per day, water was overwhelmingly favorite, being chosen by 79 of the 100 respondents.

Figure 5: Typical Soda Consumption per week

Although the sample population are not heavy soda drinkers, they do however have a preference for what they drink. The survey respondents chose dark soda, like Coca Cola, over light soda, like Sprite, by over 18%. The statistics did not get much better in terms of people actually consuming Sprite. When asked how often people drink Sprite per week, an overwhelming 68% said that they do not drink Sprite regularly. All of these answers show that the typical college student is not a binge soda drinker, especially in terms of Sprite. Most people are only going to drink a Sprite once or twice per week. A positive for the Sprite brand is that it was still chosen as a favorite in terms of other lemon lime sodas, such as Sierra Mist and 7-UP.

Research Question 1. The Sprite brand has created many different variations on its very popular lemon-lime beverage. Some of these include Cranberry Sprite, Sprite Zero and Sprite Tropical Mix. A key complaint about some of these variations is that they aren’t sold in enough places and are not easily accessible to most of the general public. To begin, the team wanted to learn about what different types of Sprite people have tried. Out of the four most popular types of Sprite variations, Sprite Zero and Cranberry Sprite were the most popular, being tried by 58% and 56% of respondents respectively. Sprite Tropical had been tried by 25% of the sample, while Sprite Remix was only tried by 11%. This shows that of the current variations of Sprite, many have yet to gain enough attention to even be tried by college students, whether due to lack of interest or never actually seeing the product in the store.

The team used semantic differential scales in order to determine how the respondents felt about the different variations of Sprite. Respondents were asked how they felt about each of the top three variations of Sprite; Sprite Zero, Cranberry Sprite, and Sprite Tropical Mix. At the far left end of the scale was the word “Interested” while the right end of the scale was given the word “Uninterested.” There were three other options in between the two extremes. Each value was given a number, with “Interested” being given one, while “Uninterested” was given the number five, with the other intervals being given two through four to show people how they felt about the different variations. Below are the results for each

Figure 6: Interest in Sprite Variations

Variations Mean Value Standard Deviation

Sprite Zero 4.21 1.26

Cranberry Sprite 3.62 1.52

Sprite Tropical Mix 4.12 1.25

23 This shows a majority of college students are not interested in terms of the current Sprite variations. Only Cranberry Sprite was able to score anything below a four, making it the drink out of the three that respondents are most interested about. Though Cranberry Sprite is the leader, it still is much closer to the uninterested side of things than the interested.

So, what can be done to improve Sprite? When the respondents were asked if they could change one thing about Sprite what it would be, the team was glad to see many answers stating that nothing needs to change. However, there were many points of constructive criticism made by the respondents. Some of these ideas to improve Sprite include

● Giving the original Sprite more flavor ● Make the drink healthier by using more natural ingredients and using less sugar ● Change the font on the Sprite logo ● Add different flavors

Adding more flavors was mentioned by 12 different respondents, making it the most popular way to improve Sprite. Flavors such as cherry and vanilla were common choices for people who wanted new types of Sprite.

In conclusion, the current variations of Sprite have not done incredibly well at West Virginia University. Only two of the flavors had been tried by over half of our sample and out of the three most popular variations, students on campus were much more uninterested in the current variations than interested. The unpopularity of other variations could be attributed to a variety of different things. Perhaps the small area and time that the other variations are distributed has caused people to never get a chance to try many of the flavors. It could also be that the new variations just don’t appeal to college students in general, whether that is due to the taste of the drinks, or just the name in general does not have much appeal. Our data shows that although college students aren’t incredibly interested in the current variations, many respondents recommend that increasing the distribution and creating more flavors is a great way to improve Sprite.

Research Question 2. The Coca Cola Company’s contract with West Virginia University has made it so that the only soda company allowed to sell its product on campus is Coca Cola. In order to see whether or not there is any correlation between brand loyalty towards Sprite and whether the person lives on campus or off campus. The breakdown between on campus and off campus respondents is 84% off campus compared to 16% on campus. This mirrors the actual breakdown between on campus and off campus students at WVU very well. In most cases the sample of on campus students mirrors the student body as a whole. One interesting piece of information deals with the answer toward the question, “To what extent do you agree with the

24 following statement. I prefer Sprite rather than Sierra Mist or 7-UP.” Below is a pair of graphs showing the difference between on campus and off campus responses.

Figure 7: Preference of Sprite over other Brands

The three different levels of agreement are 69% for both on campus and off campus students. Although the amount of approval between the two is the same, disapproval is completely different between the two. No respondent that lived on campus disagreed with the statement, while 12% of respondents that live off campus disagreed with the statement. This could mean that although Sprite may not be the most popular drink chosen by students on campus, being the only lemon-lime drink on campus seems to have built some brand loyalty. Even if the people on campus aren’t huge fans of lemon-lime soda, they would much rather grab a Sprite than a Sierra Mist or 7-UP, while there is still a group of off campus respondents who feel otherwise. Therefore, Coca Cola’s partnership with West Virginia University appears to have, at least somewhat, increased brand loyalty for the Sprite brand.

V. Time Frame:

The plan for our research was created on March 29th. The survey was created very soon after the research plan was made. After getting approval on April 5th, the survey was opened for participation on April 6th and was closed in order to analyze data on April 21st.

VI. Limitations:

One potential limitation for this part of our study was the small sample of on campus students that agreed to participate in the survey. If this study were to be conducted again, perhaps using another type of sampling, such as quota sampling, would allow us to use more students that live on campus and gain more insight into the differences between brand perception by on campus and off campus students.

26 Overall Findings and Suggestions

The Sprite brand has developed itself into one of the most successful brands the Coca Cola Company has to offer. Although very prominent, the Sprite brand can improve its brand equity and also its sales by making a few changes. Based on the research above, Team 8 has developed a set of suggestions for the Sprite to follow in order to improve and potentially become the strongest brand in soda.The majority of our research has dealt with college students at West Virginia University, however the suggestions addressed in this paper can be duplicated to better reach college students in general.

1. Know your consumer Through primary research, Team 8 found that most college students aren’t frequent soda drinkers. The online survey showed that over one third of students in our sample did not regularly drink soda, while over 43% only drink soda once or twice a week. Due to factors such college students not having an excess of money and issues with sodas being viewed as unhealthy, people are not drinking large quantities of soda. Because of this, perhaps Sprite should focus more on selling individual bottles or cans of Sprite, instead of 24-packs.

Another important consumer trend to note is that convenience plays a huge role where people buy soda. The in depth interviews showed that students are rarely going to grocery stores to buy their soda. Instead, it seems as if they are opting to buy their drinks while out and about or on the go. When targeting college students, Sprite should consider pushing their product more in convenience stores and restaurants on or near campus.

2. Answer the health question In response to a rise in the health index, many soda companies have launched variations on sodas in order to reach people who like the taste of baseball, but hate the high amounts of sugar and other unhealthy aspects. Using more natural products, reducing the amount of sugar in the drink and getting rid of caffeine are some of the ways soda companies have tried to improve their products in terms of creating a healthier drink. Products such as Coke Zero and Pepsi Max have seen success in marketing themselves as healthy alternatives to regular Coca Cola and Pepsi. Sprite tried to create its own healthy alternative through Sprite Zero, a low calorie drink with no sugar and no calories. Despite being the most well known variation on the original Sprite, our research showed that it is the least liked. Some of the interview participants noted that the taste of Sprite Zero just wasn’t good enough to make them try it again. We suggest that Sprite remake Sprite Zero. Even though people want a healthy soda, it seems that the majority would not pick a poor tasting, healthier soda over a drink that tastes good, but is more unhealthy. Sprite Zero has

27 great potential, but unless the taste is changed, people will continue to look elsewhere when they want a healthier alternative to a regular Sprite.

3. Continue seeking contracts As stated during Phase I of this paper, the Coca Cola Company is the most popular soda producing company in the world. Even without securing contracts with colleges like West Virginia University, drinks made by the Coca Cola Company would still be very popular at college campuses across the country. The contract secured with WVU seems to have led to an increase in loyalty to brands that are housed under the Coca Cola umbrella, by WVU students. Except for one person, everyone interviewed said their favorite soda was a drink produced by the Coca Cola Company, with Coca Cola and Sprite being the most popular. Though our research shows that students on campus prefer Sprite a little more than students off campus, the numbers for both are still very high and promising for the Coca Cola Company and Sprite brand.

Signing contracts with other colleges benefits the Coca Cola Co. and the colleges. The universities get a chance to make money while selling a product that college students are willing to buy. The soda producing company gets a chance to corner a market of consumers that still drinks soda, even if not as much now as in years past.

One interview participant brought up a very interesting point in saying that even Coca Cola didn’t actively seek contracts with different universities, other soda companies would. Coca Cola isn’t the only soda company being contracted to sell its brands on a college campus. If Coca Cola didn’t want to sign the contract, the university might turn and try to sign with one of the company's top competitors, like the Pepsi Company. Because of this and the proven impact it has on brand loyalty, Coca Cola should continue to actively seek to sign contracts with universities across the country.

4. Add and advertise more variations The online survey the team conducted showed that most people had only had a chance to try two of the most popular variations on Sprite, Cranberry Sprite and Sprite Zero. Even if the other variations of Sprite are only offered seasonally, one can’t expect someone to buy a drink that they have not heard about. Putting more of their advertising budget into advertising different variations of the Sprite should increase people’s likelihood to try the new drink and maybe find a new favorite soda. Our research also yielded some information that seems a little contradictory upon first glance. The online survey showed that college students weren’t incredibly interested in the current variations that Sprite has to offer.

Though they didn’t seem interested in the current variations, many survey respondents and interviewees felt that offering new variations and increasing the distribution for Sprite variations

28 was a good idea for Sprite. Flavors such as cherry and vanilla seemed to be popular ideas for new Sprite drinks. Also, the question on the survey asked if participants are interested in some of the current variations. Maybe if the current ones were more available, especially on college campuses, people would try them and realize that they really are good drinks. In conclusion, research has led us to believe creating new variations, advertising for the new variations and making new current variations more available would improve sales and turn more people into Sprite fans.

29 References

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Coca Cola Product Facts . (2015). Retrieved March 1, 2016 , from Coca Cola Product Facts : www.coca-colaproductfacts.com

Dougherty, T. (n.d.). What Went Wrong With 7UP? . Retrieved March 1, 2016, from StealingShare: www.stealingshare.com/pages/what-went-wrong-with-7-up/

Great Tasting, Low-Calorie Beverages . (2016). Retrieved March 1, 2016, from Dr. Pepper Snapple Group : www.dpsgproductfacts.com

Hodgekiss, A. (2013). The best cure for a hangover? SPRITE: Study finds lemon and lime drink is the best at helping the body process alcohol. Retrieved March 06, 2016, from http://www.dailymail.co.uk/health/article-2449692/SPRITE-best-cure- hangover.html

IBISWorld. (2016, January 23). Per Capita Soft Drink Consumption. Retrieved March 2, 2016, from http://clients1.ibisworld.com.www.libproxy.wvu.edu/reports/us/bed/default.aspx?bedid=1786 IBISWorld. (2016, January 28). Healthy Eating Index. Retrieved March 2, 2016, from http://clients1.ibisworld.com.www.libproxy.wvu.edu/reports/us/bed/default.aspx?bedid=64

Mintel Academic. (2012, April 12). Blacks and Non-Alcoholic Drinks- April 2012. Retrieved March 2, 2016, from http://academic.mintel.com.www.libproxy.wvu.edu/display/620410/?highlight

Mintel Academic. (2012, March 12). Hispanics and Non-Alcoholic Drinks- US-March 2012. Retrieved March 2, 2016, from http://academic.mintel.com.www.libproxy.wvu.edu/display/615584/?highlight

Nielsen Scarborough. (2015). Sprite consumption: Number of consumers of Sprite within the last 7 days in the United States (USA) from spring 2008 to spring 2015 (in millions). In Statista - The Statistics Portal. Retrieved March 3, 2016, from http://www.statista.com/statistics/228193/sprite-consumption-usa/.

Pepsi, Coke, Dr. Pepper, and the At-Home Carbonation Market: Let The Games Begin! (2015, September 17). Retrieved March 1, 2016, from Forbes: www.forbes.com/sites/greatspeculations/2015/09/17/pepsi-coke-dr-pepper-and-the-at- home-carbonation-market-let-the-games-begin/#2bfeefd96c9

Pollack, R., Roman, B., & Bardell, J. (2008). The Soda Factory· Sprite. Retrieved March 06, 2016, from http://people.cs.pitt.edu/~mehmud/cs134- 2084/projects/Team7/sprite.html

Red Books. (2016, February 29). The Coca-Cola Company. Retrieved March 2, 2016, from http://www.redbooks.com.www.libproxy.wvu.edu/advertiser/COCA_COLA_COMPANY/

Coca Cola Product Facts . (2015). Retrieved March 1, 2016 , from Coca Cola Product Facts : www.coca-colaproductfacts.com

Dougherty, T. (n.d.). What Went Wrong With 7UP? . Retrieved March 1, 2016, from StealingShare: www.stealingshare.com/pages/what-went-wrong-with-7-up/

Great Tasting, Low-Calorie Beverages . (2016). Retrieved March 1, 2016, from Dr. Pepper Snapple Group : www.dpsgproductfacts.com

Pepsi, Coke, Dr. Pepper, and the At-Home Carbonation Market: Let The Games Begin! (2015, September 17). Retrieved March 1, 2016, from Forbes: www.forbes.com/sites/greatspeculations/2015/09/17/pepsi-coke-dr-pepper-and-the-at-home-carbonation- market-let-the-games-begin/#2bfeefd96c9

Schultz, E. (2014, September 25). Sierra Mist Changes Design Again, Adds Stevia . Retrieved March 1, 2016, from AdvertisingAge: adage.com.artical/cmp-strategy/sierra-mist-design-adds-stevia/295127/

Statistic Brain Research Company. (2015, October 13). Retrieved March 1, 2016, from Statistic Brain : www.statisticbrain.com

The Facts About Your Favorite Beverages . (2016, February ). Retrieved March 1, 2016 , from PepsiCo: www.pepsicobeveragefacts.com

Two Flavors, Always Refreshing. (2015). Retrieved March 1, 2016, from Sierra Mist : www.sierramist.com/flavors.html

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Zmuda, N. (2013, October 14). Watch the Spot: LeBron and Others Scream for Sprite in Latest Campaign. Retrieved March 1, 2016, from Advertising Age http://adage.com/article/cmo-strategy/sprite-aims-back-roots-latest-campaign/244739/

Appendices

32 Research Plan

Research Questions ● Would consumers’ likelihood to buy Sprite increase if Sprite’s product variations such as Cranberry Sprite, Sprite Zero and Tropical Mix were offered all year (if not already) and were available in more distribution areas (e.g. vending machines, restaurants, entertainment venues, etc.) ? ● Is there a correlation between Sprite brand loyalty and students who live on campus because of WVU’s contract with The Coca-Cola Company making their products the only soda options on campus? ● Would advertising Sprite to help remedy hangovers increase its sales among college students and young adults?

Research Methods ● Qualitative: In-depth, individual interviews ○ In-depth, individual interviews were chosen so that the information gathered is very detailed from the open-ended questions asked by discussion guide. This method will have less opportunity of peer pressure as a disadvantage with responses because there will be no peers answering before the respondent. ● Quantitative: Surveys ○ The survey that will be conducted is an online survey in which the group can collect specific answers that can be quantified data.

Research Samples ● In-depth, individual interviews: ○ Sample will consist of students attending West Virginia University. ○ Sample will be recruited through quota sampling, split between students living on campus and students living off campus. ○ Sample size will be 10-15 West Virginia University students. Only West Virginia University students will be used a sample because they only sell Coke products on campus. This may not be the case when it comes to students who attend other universities. ● Online Surveys: ○ Sample will consist of students attending West Virginia University. ○ Sample will be recruited through convenient sampling by reaching out to the student body and receiving data from those willing to complete the online survey. ○ Sample size will be 100-150 West Virginia University students.

Research Timeline ● Creation of interviewer’s guide and questionnaire for surveys is currently ongoing. ● Completion of in-depth individual interviews by April 15th. ● Completion of online surveys by April 15th. ● Synthesis of data and completion of primary research by April 22nd.

33 Research I

In-Depth Interview: Interviewer Guide

Introduction to Participant:

Introduction to participant will include the interviewer introducing themselves and explaining the purpose of the research to the participant. The interviewer will go over the two research questions from Team 8 with the participant and check to make sure that the participant is at least 18 years old, a student at West Virginia University and meets the requirement of half of the participants interviewed live on campus while the other half live off campus. Then ask if there are any questions the participant may have before starting the in-depth interview.

Research Questions:

● Is there a correlation between Sprite brand loyalty and students who live on campus because of WVU’s contract with The Coca-Cola Company making their products the only soda options on campus?

Recommended Phrases:

● “The information gathered today will only be used for this research project to answer the specific research questions about the Sprite brand and findings will be shared only to the Strategic Communication 421 class. The research questions for the project are as follows…” ● “You should expect this interview to take about 25 to 30 minutes. I would like to thank you in advance for taking the time to participate in this interview, and will not exceed the time you have put aside for this interview.” ● “Do you have any questions before we start the in-depth interview?”

34 Introductory Questions:

Introductory questions will have some open-ended questions and some close-ended questions. These questions will ask about the participant’s soda drinking habits, preferred beverage, housing situation and beverage purchasing habits.

Recommended Phrases:

● “Do you live on or off campus?” ● “Do you enjoy drinking soda? Why or why not?” ● “Do you prefer light colored soda like sprite or dark colored soda such as Coke? Why?” ● “If you drink soda, what soda do you drink the most? Why is it your favorite?” ● “If you were to describe the Sprite brand in one word, what word would it be? Why?” ● “Do you like Sprite? Why or why not?”

RQ #1 Questions:

Open-ended questions will be used to focus on answering the research question, “Would consumers’ likelihood to buy Sprite increase if Sprite’s product variations such as Cranberry Sprite, Sprite Zero and Tropical Mix were offered all year (if not already) and were available in more distribution areas (e.g. vending machines, restaurants, entertainment venues, etc.) ?” These next questions will evaluate the participant’s awareness of Sprite’s current product variations and ask how the product variations’ distributions, flavors, and serving sizes would affect the participant’s likelihood to buy Sprite.

Recommended Phrases:

● “If you purchase soda, where do you usually buy it from? Why? (Give examples if needed)” ● “Have you tried other variations of Sprite like their tropical mix, cranberry, or Sprite zero? -What did you think of any of them that you tried? -Where/When did you buy them? -What do you think would make you more want to try the other variations?”

● “Are there any changes that could be made to Sprite that would make you enjoy it more than you already do?”

35 RQ #2 Questions:

Open-ended questions will transition to answering the research question “Is there a correlation between Sprite brand loyalty and students who live on campus because of WVU’s contract with The Coca-Cola Company making their products the only soda options on campus?” These questions will help determine if there is a correlation of WVU having Coke products on campus and WVU students’ brand loyalty to Sprite. In addition, these questions will help the interviewer understand viewpoints of Sprite’s current distribution on campus as well as what consumers may wish to see change.

Recommended Phrases:

● “What is your soda brand preference? Why? ● “Where do you typically drink soda? (At home, out and about, out to eat, etc.)” ● “How do you feel about Coca Cola products being the only beverages sold on campus?” ● “How do you feel about Sprite product variations being expanded in distribution throughout WVU’s campus?”

36 Consent Forms

45 46 In-depth Interview Transcripts

Participant Number One: Aubrey Henderson Age: 20 Class: Sophomore Major: Education

Introduction to Participant

Me: “The information gathered today will only be used for this research project to answer the specific research questions about the Sprite brand and findings will be shared only to the Strategic Communication 421 class. The research questions for the project are as follows…”

“You should expect this interview to take about 25 to 30 minutes. I would like to thank you in advance for taking the time to participate in this interview, and will not exceed the time you have put aside for this interview.”

“Do you have any questions before we start the in-depth interview?”

Introductory Questions

Me: “Do you live on or off campus?” On campus, sadly ha.

“Do you enjoy drinking soda? Why or why not?” Yes, because it tastes good.

“Do you prefer light colored soda like sprite or dark colored soda such as Coke? Why?” Dark colored; because light colored soda goes flat easily haha…and I like caffeine.

“If you drink soda, what soda do you drink the most? Why is it your favorite?” Coke, because it has the best flavoring and easy to get around here haha.

“When I say lemon lime soda what is the first thing to come to mind?” Sprite, even though it’s gross, haha.

“If you were to describe the Sprite brand in one word, what word would it be? Why?” (Sigh) Eh, because I don’t like the lemon lime taste.

“Do you like Sprite? Why or why not?”

47 No, but I like it when I am sick because it helps my upset stomach. I prefer dark soda most of the time though. Research Question #1 Questions

Me: “If you purchase soda, where do you usually buy it from? Why?” Vending machines because WVU’s campus has a lot of vending machines.

“Have you tried other variations of Sprite like their tropical mix, cranberry, or Sprite zero? No, I don’t like trying new things. If I were to try any it would be cranberry, because I like berry flavors.

“Are there any changes that could be made to Sprite that would make you enjoy it more than you already do?” Change how it gets flat quickly. Umm…maybe try other flavors but I don’t know what flavor.

Research Question #2 Questions

Me: “What is your soda brand preference? Why? Coca cola, because it tastes a lot better than Pepsi haha.

“Where do you typically drink soda? (At home, out and about, out to eat, etc.)” I usually drink when I am out and about or out to eat, because it is convenient to get it out. I don’t typically keep soda at home.

“How do you feel about Coca Cola products being the only beverages sold on campus?” It doesn’t really affect me because I don’t drink anything other than Coke products haha. I guess I am glad that it’s not Pepsi products.

“How do you feel about Sprite product variations being expanded in distribution throughout WVU’s campus?”

It doesn’t really affect me since I don’t drink Sprite very often, but other students may be excited if they do drink sprite. More options in general is a good thing.

48 Participant Number Two: Edith White Age: 18 Class: Freshmen Major: Biology

Introduction to Participant

“Do you have any questions before we start the in-depth interview?”

Introductory Questions

Me: “Do you live on or off campus?” On campus.

“Do you enjoy drinking soda? Why or why not?” No, not here at school… it just makes me feel slower.

“Do you prefer light colored soda like sprite or dark colored soda such as Coke? Why?” Light, uhh it just feels lighter and the taste isn’t as heavy. Oh and I saw the video of how coke can dissolve meat off a bone.

“If you drink soda, what soda do you drink the most? Why is it your favorite?” Ginger ale, mainly for the taste.

“When I say lemon lime soda what is the first thing to come to mind?” Gross, because I think of the Sierra Mist brand.

“If you were to describe the Sprite brand in one word, what word would it be? Why?” Good, but I don’t know why. It’s my second favorite, but way better than Sierra Mist.

“Do you like Sprite? Why or why not?” I actually don’t taste lemon lime when I drink it, it tastes like a clearer and lighter version of Coke.

Research Question #1 Questions

Me: “If you purchase soda, where do you usually buy it from? Why?” Grocery store in cans, because it’s cheaper and the serving size is enough to finish before it goes flat

“Have you tried other variations of Sprite like their tropical mix, cranberry, or Sprite zero? Yes, zero and tropical.

What did you think of any of them that you tried? Sprite zero is gross haha, and Tropical was okay I guess. I tried a weird limited edition one other than those.

Where/When did you buy them? Back home my mom bought them at the grocery store. I don’t typically buy soda myself.

What do you think would make you more want to try the other variations?” Maybe try a fruity version…

“Are there any changes that could be made to Sprite that would make you enjoy it more than you already do?” Not that I can really think of because I already enjoy it, but don’t drink it all the time.

Research Question #2 Questions

Me: “What is your soda brand preference? Why? It’s freaking Coke because the only thing I like from Pepsi it Mountain Dew. But I don’t actually like the Coca Cola Company.

“Where do you typically drink soda? (At home, out and about, out to eat, etc.)” At home, only at home not so much here at college either.

“How do you feel about Coca Cola products being the only beverages sold on campus?” I don’t mind because they have Powerade and I love Powerade haha.

“How do you feel about Sprite product variations being expanded in distribution throughout WVU’s campus?” I would like that because I do enjoy Sprite products.

50 Participant Number Three: Molly Shadle Age: 21 Class: Senior Major: TV Journalism

Introduction to Participant

“Do you have any questions before we start the in-depth interview?”

Introductory Questions

Me: “Do you live on or off campus?” Off campus.

“Do you enjoy drinking soda? Why or why not?” Not really, if I ever drink it it’s usually either because I’m craving something sweet right then but not often, or I’m using it as a mixer for alcohol.

“Do you prefer light colored soda like sprite or dark colored soda such as Coke? Why?” I guess darker soda. Like I said I don’t usually drink soda but if I do ever really want one, I want a diet Coke.

“If you drink soda, what soda do you drink the most? Why is it your favorite?” Diet Coke, just because I like the taste the most.

“When I say lemon lime soda what is the first thing to come to mind?” Uhhh I guess Sprite. I feel like it’s way more popular than any other.

“If you were to describe the Sprite brand in one word, what word would it be? Why?” Kind of plain. The can isn’t very cool looking or anything and I can’t really think of the last time I saw a Sprite advertisement that caught my attention.

“Do you like Sprite? Why or why not?” Yeah I don’t dislike it, but it’s not my favorite soda. It’s kind of refreshing and mixes well with other things which is nice.

51 Research Question #1 Questions

Me: “If you purchase soda, where do you usually buy it from? Why?” At restaurants sometimes if I’m really craving it. Other than that probably gas stations because it’s convenient and I always know it’ll be there.

“Have you tried other variations of Sprite like their tropical mix, cranberry, or Sprite zero? Yeah, the cranberry one.

What did you think of any of them that you tried? The cranberry is good. I like it more than plain Sprite ‘cause cranberry is my favorite flavor.

Where/When did you buy them? I think at a gas station sometime last semester.

What do you think would make you more want to try the other variations?” I’m not really that interested in them.

Research Question #2 Questions

Me: “What is your soda brand preference? Why? Coca-Cola because if I’m gonna buy a soda it’s gonna be a diet Coke. Pepsi is kinda gross and too syrupy.

“Where do you typically drink soda? (At home, out and about, out to eat, etc.)” At restaurants.. or bars… haha.. in my drink.

“How do you feel about Coca Cola products being the only beverages sold on campus?” It doesn’t bother me because I don’t really drink soda that much. So, I’m neutral.

“How do you feel about Sprite product variations being expanded in distribution throughout WVU’s campus?” Honestly I don’t really care.

52 Participant Number Four: Rosie McGonigle Age: 20 Class: Junior Major: Nursing

Introduction to Participant

“Do you have any questions before we start the in-depth interview?”

Introductory Questions

Me: “Do you live on or off campus?” Off campus.

“Do you enjoy drinking soda? Why or why not?” No, I really don’t like soda. It’s too sweet and sugary. Sometimes I’ll crave like a sip of Coke or something just for the bubbly taste.

“Do you prefer light colored soda like sprite or dark colored soda such as Coke? Why?” Dark soda. Light sodas are too syrupy for me usually. If I want a light bubbly drink I’ll get ginger ale or sparkling water.

“If you drink soda, what soda do you drink the most? Why is it your favorite?” Probably Coke or ginger ale. I just like the way they taste more than any other sodas.

“When I say lemon lime soda what is the first thing to come to mind?” Sprite.

“If you were to describe the Sprite brand in one word, what word would it be? Why?” They try to come off as refreshing it seems like with their colors and stuff. So, refreshing. I don’t really think it’s that refreshing though because I think it’s too syrupy and sweet.

“Do you like Sprite? Why or why not?” Not really, like I said I think it’s way too syrupy.

53 Research Question #1 Questions Me: “If you purchase soda, where do you usually buy it from? Why?” The grocery store because they always have a better variety than gas stations.

“Have you tried other variations of Sprite like their tropical mix, cranberry, or Sprite zero? I like the cranberry but I’d rather have the Canada Dry cranberry because Sprite is a little too syrupy for me.

What did you think of any of them that you tried? Good but not my favorite. It is cool that it’s kind of a more seasonal soda, like more around the wintertime I think is when I start to see them around more.

Where/When did you buy them? Probably a gas station but I don’t remember.

What do you think would make you more want to try the other variations?” Nothing really, I know I don’t want to try the zero one because I hate anything zero.

“Are there any changes that could be made to Sprite that would make you enjoy it more than you already do?” Uhm, yeah I’d probably change the syrupy taste because I think they put too much sugar in it.

Research Question #2 Questions Me: “What is your soda brand preference? Why? I do like Coke a lot if I had to choose one. Or ginger ale.

“Where do you typically drink soda? (At home, out and about, out to eat, etc.)” When I’m sick because it helps my stomach, or when I’m out to eat at restaurants.

“How do you feel about Coca Cola products being the only beverages sold on campus?” I think it’s awful because it shows how much of a monopoly it is ruling over, and doesn’t give other industries opportunities to sell their products.

“How do you feel about Sprite product variations being expanded in distribution throughout WVU’s campus?” That would be nice but I don’t really think it will affect me much because I don’t usually buy soda when I’m going to class and stuff.

54 Participant Number Five: Connie Chefren Age: 21 Class: Junior Major: Business

Introduction to Participant

Me: “The information gathered today will only be used for this research project to answer the specific research questions about the Sprite brand and findings will be shared only to the Strategic Communication class. The research questions for the project are as follows…”

“Do you have any questions before we start the in-depth interview?”

Introductory Questions

Me: “Do you live on or off campus? Off campus

“Do you enjoy drinking soda? Why or why not? I enjoy drinking soda once in awhile. I don’t like to drink it often because of the sugar.

“Do you prefer light colored soda like Sprite or dark colored soda such as Coke? Why?” I don’t have a preference. I drink all kinds of pop, but I find myself drinking Sprite more often.

“If you drink soda, what soda do you drink the most? Why is it your favorite?” I drink Sprite the most probably. I like to squeeze a lemon or lime in it.

“When I say lemon lime soda, what is the first thing to come to mind?” Um,Sprite. Sometimes when I drink Sprite I get a lemon-lime taste.

“If you were to describe the Sprite brand in one word, what would it be? Why?” Refreshing. Sometimes I crave it on a hot day. It quenches my thirst.

“Do you like Sprite? Why or why not?” I do like Sprite. It’s not something I drink every day, or even every week, but I do like it.

55 Research Question #1 Questions

Me: “If you purchase soda, where do you usually buy it from? Why?” I buy it individually at Sheetz. I don’t drink it so often to the point where I would buy it at Kroger. If I keep it at my apartment, I would drink it constantly.

“Have you tried other variations of Sprite like their tropical mix, cranberry, or Sprite zero?” I’ve had Sprite zero once.

“What do you think of any of them that you tried?” I liked Sprite zero, but I prefer regular Sprite.

“Where/When did you buy them?” I bought it at Sheetz once last year, my sophomore year.

“What do you think would make you more want to try the other variations?” The other flavors that are out right now don’t really seem appealing to me, so I’m not interested in trying them. If other flavors came out that sounded appealing to me, I would try them.

“Are there any changes that could be made to Sprite that would make you enjoy it more than you already do?” Hmm. I don’t think so. I don’t LOVE Sprite but I do still drink it, it’s just not my favorite. Making a change probably wouldn’t increase my likeness of the drink.

Research Question #2 Questions

Me: “What is your soda brand preference? Why?” My favorite soda brand preference is Sprite and that’s because that’s what I prefer to drink.

“Where do you typically drink soda? (At home, out and about, out to eat, etc.)” Usually when I’m on the run or occasionally out at dinner. If I am driving somewhere I stop into Sheetz when I am thirsty and I grab one.

“How do you feel about Coca Cola products being the only beverages sold on campus? I don’t mind it. I’m not on campus that often because I take mostly online classes, so it doesn’t affect me.

“How do you feel about Sprite product variations being expanded in distribution throughout WVU’s campus? I feel like that would be a smart idea. Many students would purchase it.

56 Participant Number Six: Molly Trujillo Age: 21 Class: Junior Major: Political Science

Introduction to Participant

Me: “The information gathered today will only be used for this research project to answer the specific research questions about the Sprite brand and findings will be shared only to the Strategic Communication class. The research questions for the project are as follows…”

“Do you have any questions before we start the in-depth interview?”

Introductory Questions

Me: “Do you live on or off campus? On campus

“Do you enjoy drinking soda? Why or why not? I love drinking soda. It gives me a little extra energy when I need it, but not as much as drinking an energy drink.

“Do you prefer light colored soda like Sprite or dark colored soda such as Coke? Why?” I prefer light colored soda like Sprite. It feels lighter to me. Coke tends to fill me up more than Sprite.

“If you drink soda, what soda do you drink the most? Why is it your favorite?” I drink Sprite and Sierra Mist the most. Like I said, they’re pretty light and that’s why I enjoy it.

“When I say lemon lime soda, what is the first thing to come to mind?” The first thing that comes to my mind is a drink like Sprite or Sierra Mist.

“If you were to describe the Sprite brand in one word, what would it be? Why?” Chill. I say chill because it’s refreshing to me and cools me down. It reminds me of a hot summer day.

“Do you like Sprite? Why or why not?”

57 I love Sprite. It’s one of my favorite drinks. It’s probably the closest soda to water and that’s why I like it. When I feel like drinking something other than water, I usually resort to Sprite.

Research Question #1 Questions

Me: “If you purchase soda, where do you usually buy it from? Why?” I buy it anywhere. I go to Sheetz or a drug store because it’s quick and easy.

“Have you tried other variations of Sprite like their tropical mix, cranberry, or Sprite zero?” Yes I’ve tried everything.

“What do you think of any of them that you tried?” I don’t like anything except the regular Sprite. It’s simple and light. I don’t like any crazy flavors.

“Where/When did you buy them?” I’ve tried it at Five Guys, where they have the big machine with a bunch of flavors.

“What do you think would make you more want to try the other variations?” Just if they were to come out with more, I would be willing to try it. I probably wouldn’t have it more than once because I like that Sprite has a faint taste, or at least it does to me.

“Are there any changes that could be made to Sprite that would make you enjoy it more than you already do?” I wouldn’t change anything. It’s one of my favorite pops and I couldn’t enjoy it more.

Research Question #2 Questions Me: “What is your soda brand preference? Why?” My favorite soda brand preference is Coca-Cola because they own Sprite.

“Where do you typically drink soda? (At home, out and about, out to eat, etc.)” I drink soda when I’m out to dinner and when I’m out with my friends, I mix it with alcohol.

“How do you feel about Coca Cola products being the only beverages sold on campus? I’m happy about it because that’s what I drink. I usually don’t buy pop when I’m on campus for class, but it’s always an option, which is good.

“How do you feel about Sprite product variations being expanded in distribution throughout WVU’s campus I think it would be good.

58 Participant Number Seven: Jordan Thomason Age: 20 Class: Junior Major: Medical Laboratory Science

Introduction to participant

“Do you have any questions before we start the in-depth interview?”

Introductory Questions

Me: Do you live on or off campus? Off campus.

Me: “Do you enjoy drinking soda? Why or why not?” Yes. I like drinking other things besides water.

Me: “Do you prefer light colored soda like Sprite or dark colored soda such as Coke? Why?” Dark. I like Dr Pepper. I think it tastes better than light.

Me: “If you drink soda, what soda do you drink the most? Why is it your favorite?” I usually drink Dr Pepper or Sprite. Dr Pepper the most though.

Me: “If you were to describe the Sprite brand in one word, what word would it be? Why?” Well-known. It’s very uncommon for places not to sell Coke products.

Me: “Do you like Sprite? Why or why not?” Yes. It’s not my first choice, but it’s my favorite light soda.

Research Question #1

Me: “If you purchase soda, where do you usually buy it? Why?” Kroger. That’s where I buy groceries and it’s close to my house.

Me: “Have you tried other variations of Sprite like their tropical mix, cranberry, or Sprite zero?” No.

Me: “Are there any changes that could be made to Sprite that would make you enjoy it more than you already do?” Make it less calories without changing the taste. (laughs)

Research Question #2

Me: What is your soda brand preference? Why? Coca Cola. I like the taste of their drinks the most.

Me: Where do you typically drink soda? Restaurants.

Me: How do you feel about Coca Cola products being the only beverages sold on campus? I’m fine with it because those are the only products I drink.

Me: How do you feel about Sprite product variations being expanded in distribution throughout WVU’s campus? I think it’s a good idea so there’s a larger variety and I would probably be more likely to try the other products if they were available on campus.

60 Participant Number Eight: Alexis Harrison Age: 21 Class: Senior Major: Pharmacy

Introduction to participant

“Do you have any questions before we start the in-depth interview?”

Introductory Questions

Me: “Do you live on or off campus?” Off campus.

Me: “Do you enjoy drinking soda? Why or why not?” Sometimes. I prefer water to soda.

Me: “Do you prefer light colored soda like Sprite or dark colored soda such as Coke? Why?” I like them both kinda. I don’t have a preference.

Me: “If you drink soda, what soda do you drink the most? Why is it your favorite?” I’d probably go with Sprite first, but it usually just depends on my mood (laughs)

Me: “If you were to describe the Sprite brand in one word, what word would it be? Why?” Refreshing. Because whenever I’m thirsty and I drink it quenches my thirst (laughs)

Me: “Do you like Sprite? Why or why not?” I do like Sprite. It’s just good, and it’s caffeine free.

61 Research Question #1

Me: “If you purchase soda, where do you usually buy it? Why?” Usually a gas station. I don’t drink soda a lot so I only get it when I’m craving it. The gas station is just convenient.

Me: “Have you tried other variations of Sprite like their tropical mix, cranberry, or Sprite zero?” No I haven’t.

Me: “Are there any changes that could be made to Sprite that would make you enjoy it more than you already do?” Probably not.

Research Question #2

Me: “What is your soda brand preference? Why?” Probably Coke.

Me: “Where do you typically drink soda?” Usually out and about.

Me: “How do you feel about Coca Cola products being the only beverages sold on campus?” It’s fine with me because it’s what I prefer.

Me: “How do you feel about Sprite product variations being expanded in distribution throughout WVU’s campus?” It wouldn’t really bother me. I probably wouldn’t drink them.

62 Participant Number Nine: Lauren Dirkman Age: 19 Class: Sophomore Major: Public Health

Introduction to Participant Me: “The information gathered today will only be used for this research project to answer the specific research questions about the Sprite brand and findings will be shared only to the Strategic Communication 421 class. The research questions for the project are as follows…”

“Do you have any questions before we start the in-depth interview?”

Introductory Questions

Me: “Do you live on or off campus?” On Campus

“Do you enjoy drinking soda? If so, why?” Yes. I don’t know. It’s probably because of caffeine.

“Do you prefer light colored sodas like Sprite or dark colored sodas like Coke? Why?” Dark colored sodas. I like the taste better of dark colored sodas.

“When I say lemon lime soda, what is the first thing that comes to mind?” Sprite “If you were to describe the Sprite brand in one word, what would that be? Hmmm… I’m not sure, probably refreshing. “What do particularly like about Sprite?” I like the way it tastes. It tastes refreshing.

Research Question #1 Questions

“Where do you normally buy your soda?” I normally buy the bulk of my soda at restaurants. “Do you normally just drink soda with your meals?” No, soda is an all day thing, from the time I wake up, to the time I go to bed.

63 “Looking at where you typically buy your soda, would you say you buy more of it on campus or off campus? I’d say it’s about half and half. Wait; actually, I probably buy a majority off campus. “When you are specifically on campus, where do you buy your soda? I go to JACS a lot. If not there, then probably a vending machine. “Have you tried any other variations of Sprite, such as a Sprite zero, cranberry, or tropical mix? I’ve had Cranberry Sprite and Sprite Zero. “What did you think about Sprite Zero?” I didn’t like it. It tasted really funny. What about Cranberry Sprite?” I like Cranberry Sprite, mostly because I’m a big fan of cranberry drinks. Even though you are still a dark soda fan, is there anything Sprite could do to make you want to drink it more? I don’t think so.

Research Question #2 Questions

What is your soda brand preference? Why? Coke. I’m not sure really sure why. I love the taste, and it’s always been my favorite as long as I can remember. Where do you typically drink soda? (At home, out and about, out to eat, etc.) I’d say I drink it both while at restaurants and while on the go because I almost always have a bottle with me, but I have a Coke with literally every meal. How do you feel about Coca-Cola products being the only beverages sold on campus? I mean, I’m fine with it because I don’t like Pepsi.

How do you feel about Sprite variations being expanded in distribution throughout WVU’s campus? I think that if Sprite came out with a different variation, people would be more likely to buy it, because it’s new and they want to try it. Like, if they came up with a new type of Sprite, I would give it a try, but I’d probably still not pick it over Coke. I feel like with only selling it in that one season that they’re going to sell the most in that one season. But at the same time, when there are

64 other brands selling similar sodas, like 7-Up has a cranberry flavor year round, so if people aren’t able to get their Cranberry Sprite they’ll probably just get 7-Up’s.

65 Participant Number Ten: Zachary Cantor Age: 20 Class: Junior Major: Criminology

“Do you have any questions before we start the in-depth interview?”

Introductory Questions Do you live on or off campus? Off campus

Do you enjoy drinking soda? Why or why not? Not really anymore. I used to drink it a lot. I just thought that there were healthier choices available, so I try to stick with those. I’ll still drink a little bit of soda if its still around, but I normally try to not drink much.

What do you prefer to drink? I usually prefer to drink water, but I also drink some coffee and tea.

When you do drink soda, do you prefer light colored sodas like 7-Up or dark sodas like Coke? I’m probably more of a fan of dark soda. I really like Dr. Pepper.

When I say lemon-lime soda, what is the first thing you think of? Probably a drink like Sprite or 7-Up.

If you were to describe the Sprite brand in one word, what would that word be? Why? Fizzy, because whenever I pour a glass of Sprite, the fizziness and bubbles are the first thing I notice. Do you personally enjoy Sprite? Would you choose it over another lemon-lime drink, like 7-Up? Definitely Sprite. I’ve heard horror stories about other drinks, such as 7-Up. Things like them pouring loads of sugar into their drinks.

66 Research Question #1 Questions

When you purchase drinks like soda, where do you normally purchase them? I buy them wherever it’s convenient or cheap. Normally, I’ll buy drinks at Kroger.

Have you tried other variations of Sprite, such as Sprite zero, Cranberry Sprite and Tropical Mix? I’ve tried Sprite Zero, but just because a friend of mine already had it at his house.

Did it stand out to you at all? Not really. It’s kind of like where other sodas have different types. They taste almost the same, but have very little variations thrown in.

Is there a specific reason why you haven’t tried any of the others? Well, I didn’t know the Tropical Mix even existed. I also didn’t know that Cranberry existed. My family has never bought it and no one has ever recommended it to me.

If they sold some of these variations year round or sold them at WVU, do you think you’d try them? Realistically, I don’t think I’d go out of my way to try it, however, I feel like I would be more likely to try it if it were available year round. Are there any changes that you would like to see Sprite make to make you drink it more? I think health is a big thing for me. I almost always drink water now. If it had nothing to do with making the drink healthier, my advice would probably be to add more of a variety.

Research Question #2

What would be your favorite soda? I’m not really sure. I don’t really have a favorite soda. Probably a drink like Dr. Pepper.

Why is it your favorite? I really like the taste. Also, when I’m sick, it’s really nice to just lay down and drink a Dr. Pepper. Do you typically buy your while you are on or off campus? I probably buy more on campus. I have classes, so I’ll just go downtown and buy it really quick. Somewhere like JACS is where I’ll normally go. Do you normally drink your soda on the go or from a restaurant? Is it something you use for energy? I’m probably on the go the most. Energy also plays a big role. I’m working as a cadet for the police department, so being able to stay awake is huge. How do you feel about Coca-Cola drinks being the only drinks sold on campus?

67 I think it kind of sucks sometimes because you can’t exactly get the drink you want. I’m not super picky about it. Soda is soda and I don’t have any real feelings about it. Schools that are Pepsi schools are probably mad that they can’t get Coke, but even if you don’t like it, if you like soda, you’ll have to deal with it.

How do you feel about Sprite distributing more of the different variations of Sprite throughout campus? I’d probably go and try it once, but it would be a rare thing. I’m pretty sure I wouldn’t go out of my way or try it a bunch of times.

In-depth Interview Reflections

68 Interviews One and Two

Samantha Mangan

After interviewing two underclassmen students that live on campus it appears there is a correlation to living on campus and drinking Coca Cola Company products. While one student did not care for Sprite because of the taste the other felt as though the drink did not taste like how it is advertised. Both participants have part time jobs through Federal Work Study but do not have much for a disposable income to afford buying soda and other drinks; they do however use their meal plans, dining dollars and mounty bounty for drinks on campus.

With both participants responding to the introductory question about what comes to mind when I said lemon lime soda, in a negative context, it started to make me question if the lemon lime flavor is becoming outdated and not as popular of a drink to drink alone. This is a college town and many students who drink alcohol tend to mix other beverages with the alcohol and Sprite can be used for that because of its lighter flavor. The Coca Cola Company has made social media posts about how Coke sodas can be used for “mocktails” and give different recipes to try. Could this strategy work for Sprite as well?

Each participant noted that offering other variations of Sprite on West Virginia University’s campus would be a good thing because they either liked the idea of new and other flavors for themselves or thought the general population of the university would like the idea. However, such change would be expensive considering they would have to restock distribution operations like vending machines, shops associated with WVU and located on campus like Barnes and Noble, and JACs, and possibly fast food vendors in the Mountain Lair or Evansdale Crossing. They would also have to spend money promoting the new options across the campus and create a new contract with the Coca Cola Company. When looking at the costs and benefits of adding more variations, the university would be more likely to see that the costs would outweigh the benefits since students will continue to purchase drinks from the current selection.

From the gatherings of the in-depth interviews it appears that Sprite has it’s current customers satisfied enough to continue drinking Sprite and those who are not fans don’t believe that there is much to change their feelings about Sprite. However, while conducting these interviews, I noticed that Coca Cola has made sure that the variations of the namesake soda will be offered throughout most distribution methods. So why is it that the Coca Cola Company will do this for the soda Coke, but not for their Sprite products? It appears as though students that drink Coke products will not be swayed to drink competitor’s drinks if they do not like Sprite, so there is not a lot of reason to push for higher sales for Sprite through variation options.

Interviews Three and Four

69 Chanel Burner

After interviewing two students who do not live on campus it seems that they aren’t too concerned with buying Sprite products. Neither student severely disliked or liked Sprite; both seemed pretty neutral. One did mention she would like it more if it weren’t so sweet and syrupy, and was quite adamant about not liking the syrupy aspect.

Both participants thought of Sprite when asked about a lemon lime soda. This tells me that the marketing for Sprite as a lemon lime soda is very effective, it is the brand that comes to mind first for many people. I think here in Morgantown, specifically college students, the most common use for Sprite is to be used as a mixer or chaser for alcoholic beverages. Many college students realize how bad soda is for your health and this is why they do not choose to drink it on a daily basis. Or they just do not care for the taste and sweetness of soda, specifically Sprite.

Both participants have tried a variation of Sprite’s products, the cranberry flavor. Each of them liked it, but would not consider it a favorite in the soda category. When asked about their feelings towards if the variations of Sprite were offered on campus, the participants felt neutrally about this as well. They noted it would be nice for those that are interested in purchasing these products, but they themselves would not likely buy them.

These in depth interviews unfortunately did not correlate with our research questions since neither respondent would be interested in the variations of Sprite (cranberry, tropical, and zero) any more than usual if they were offered on campus. They also do not seem interested in buying Sprite products more than usual when they are on campus. It seems that their main use for Sprite is an alcohol mixer. From all this information gathered from the interviews Sprite has the strongest brand recognition for the lemon lime category, but is not the first choice or preference from soda.

Interviews Five and Six

70 Eliza Meyers

After interviewing two girls that are both juniors living off campus, it appears there’s somewhat of a correlation between the two. One liked Sprite more than the other, who also liked Diet Coke. The biggest correlation between the two was when I asked, “When I say lemon lime soda, what is the first thing to come to mind?”; they both answered Sprite. This tells us that Sprite has a strong lemon lime taste, which is Sprite’s main goal.

Neither girl goes to a big grocery store to purchase the soda. This is because they don’t drink it frequently enough where they would have to buy it in a pack. They also both drink Sprite when they go out to dinner. Many college students drink Sprite with alcohol, which is what Molly, the second girl I interviewed, does. I also found it interesting that their one chosen word to describe Sprite were “Refreshing” and “Chill”. Their explanations were very similar to one another, and that’s how I feel about drinking Sprite as well.

When asked how they feel about bringing different variations of Sprite to campus, they thought that was a good idea, as do I. People haven’t tried the other Sprite flavors because they aren’t available everywhere. If they were available on campus, students would be apt to trying them. Bringing them to campus and promoting them would get more students to try them.

From what I’ve heard and whom I’ve interviewed, Sprite is a go to soda to drink. One has to like a lemon-lime flavor, and a lighter soda as opposed to dark soda such as Coke. Sprite satisfies many people, including college students. To conclude, my interviewees would be willing buy Sprite’s different product variations to try, although they may not enjoy it or buy it again.

Interviews Seven and Eight

Elizabeth Jefferson 71

After interviewing two students who live off campus, it seems that there is a correlations between Coca-Cola products and students who attend West Virginia University. This correlation could be due to the fact that these are the only products sold on campus. Both of the participants I interviewed said they did have a brand preference toward Coca-Cola. However, neither of the participants are heavy soda drinkers.

Neither of the participants were aware of the other variations Sprite offers. Only one of the participants said they would probably try them if they were offered on campus. The other participant was impartial to that idea. Both participants did say that Sprite was their first choice when it comes to light colored sodas. When asked what soda came to mind we I said lemon-lime, both participants responded with Sprite. This makes me believe that Sprite is the most popular lemon-lime soda.

When asked what word came to mind when they thought of Sprite, one participant responded with refreshing, while the other participant responded with well-know. I believe these are two great words to describe Sprite after doing much research on the brand. Sprite advertises itself as being a refreshing drink. It is definitely one of the most well-known and recognizable sodas in the world.

After conducting these interviews, a few things are clear. Sprite is a very recognizable and popular brand. Though neither of my participants were heavy soda drinkers, they both agreed that Sprite is one of their go to sodas when they do drink it. Also, neither of them have had any of the Sprite variations. This could either be because they are not available everywhere, or because Sprite is not targeting them when advertising the new brands. They are both female upperclassmen and in the medical field. Both of the participants have a brand preference of Coca-Cola. I believe since Coca-Cola is the only brand sold on campus, this could be influencing their preference.

Interviews Nine and Ten

Jordan Jasper

72 By interviewing one person that lives off campus and another that lives on campus, I feel as if I got to witness firsthand the differences that come from living in the different areas. One of the first things I noticed was that the on campus student was a much larger fan of Coca-Cola products than the off campus person. This could be a major sign of the correlation between on campus students have much stronger ties to the Coca-Cola Co. and its products, compared to off campus students. While one might feel that this is a major win for a brand like Sprite, at least in this case, it appears that the student’s loyalty was almost completely just toward the Coca-Cola brand and not all the drinks the company sells.

As I expected, the student I interviewed who lived off campus did not have loyalty to the Coca-Cola Company. One thing I didn’t expect was his response to how he felt about West Virginia University being a Coca-Cola school. Because he really did not feel a very strong tie to any brand, he did not really show any care about the fact that he could not get a certain soda, such as Pepsi at WVU. Perhaps the battle between the two companies is not as huge as one thought, or maybe our tenth interviewee just doesn’t care as much as many others do.

Both of the students I interviewed seemed very intrigued about the idea of Sprite increasing its distribution of its different variations. The one drink that is probably the most accessible, Sprite Zero, was the drink both had heard of and tried. I found it interesting that it didn’t really stand out to either of the students, even the one that said health is very important to him. Both students also hit on key points about the double-edged sword that is distributing a seasonal product. The exclusivity of it can make people crave it when the drink is in season, however when it's not in season, people will be quick to switch to a competitor.

Overall, it appears that the Sprite brand is very strong. Each time it was the first drink people thought of when lemon-line soda was mentioned. Although neither of the participants I interviewed seemed to be huge Sprite drinkers, the both seemed willing to give a new variation a try. Maybe one try is all they need.

Research II Online Survey Questionnaire

Sprite Consumer Analysis Team 8

Thank you for agreeing to take part in this survey. This survey was created by students taking the Strategic Communications 421 class for a class project. Participants in this survey should be over the age of 18 and currently students at West Virginia University. This survey will not be used for commercial purposes. We will use your feedback to gain a better understanding of the soda industry and consumer trends. All of your answers will remain confidential. Thank you in advance for your participation. If you have any questions, please contact one of the following student researchers: [email protected], [email protected], [email protected], [email protected], [email protected]

1. How often do you drink soda?

● Once a week

● 2-3 times a week

● 4-5 times a week

● 6 or more times a week

● I do not drink soda

2. Do you prefer light or dark soda the most?

● Light soda (such as Mountain Dew, Sprite and 7-Up)

● Dark Soda (such as Coca-Cola, Pepsi, and Root Beer)

● I do not drink soda ● 3. During a typical day what do you drink the most?

● Water

● Soda

● Juice

● Other (please specify) ______

4. How often do you drink Sprite?

● Once a week

● 2-3 times a week 74

● 4-5 times a week

● 6 or more times a week

● I do not drink Sprite

5. If you drink Sprite products, where are you most likely to purchase them?

● Vending machines

● Grocery stores

● Gas stations

● Restaurants

● I do not purchase Sprite products

6.1 Indicate to what extent you agree with the following statement.I am more likely to buy Sprite products when I am on campus, rather than when I am off campus

● Strongly agree

● Agree

● Somewhat agree

● Neither agree nor disagree

● Somewhat disagree

● Disagree

● Strongly disagree

7. Indicate to what extent you agree with the following statement. I prefer Sprite rather than Sierra Mist or 7UP

● Strongly agree

● Agree

● Somewhat agree

● Neither agree nor disagree

● Somewhat disagree

● Disagree

● Strongly disagree

8. How do you feel about Sprite Zero? Interested ◯ ◯ ◯ ◯ ◯ Uninterested

75 9. How do you feel about Sprite Tropical Mix? Interested ◯ ◯ ◯ ◯ ◯ Uninterested

10. How do you feel about Cranberry Sprite? Interested ◯ ◯ ◯ ◯ ◯ Uninterested

11. Which of the following variations of Sprite have you tried?

● Sprite Cranberry

● Sprite Zero

● Sprite Tropical Mix

● Sprite Remix

● Other (please specify) ______

● None of the above

12. Before beginning this survey, were you aware that Sprite is owned by The Coca-Cola Company?

● Yes

● No

12. If there is one thing you would like Sprite to change, what would it be and why? ______

13. What is your age? ______

14. Do you live on or off campus?

● On campus

● Off campus

15. What is your class classification?

● Freshman

● Sophomore

● Junior

● Senior 76

● Graduate Student

● Other (please specify) ______

16. What is your ethnicity or origin?

● White

● Black or African American

● Hispanic

● American Indian or Alaska Native

● Asian

● Native Hawaiian or Pacific Islander

● Other (please specify) ______

17. What gender do you most closely identify with?

● Male

● Female

● Other

● Prefer not to answer

18. What is your current employment status?

● Part-time

● Full time

● Military

● Unable to work

● Not employed

● Other (please specify) ______

Thank you for taking the time to participate in our survey. As students, we are collecting this data for a class project for educational purposes only and are not affiliated whatsoever with research through West Virginia University. We value the information you have provided. Your responses are vital to our learning and understanding of consumer trends.If you have any questions please email any of the following student researchers [email protected], [email protected], [email protected], [email protected], [email protected]