ADVERTISING CAMPAIGN AND STRATEGIES USED BY FANTA CO.
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Transcript of ADVERTISING CAMPAIGN AND STRATEGIES USED BY FANTA CO.
FF FANTA IN FLASHBACK
After the US entered the war in 1941 Max Keithcouldn't get Coca Cola syrup from America tomake Coke so he invented a new drink out ofthe ingredients he had available to him andmade it specifically for the Nazi market and theThird Reich. The drink was called Fanta
• A favourite in Europe since the 1940s, Fanta was acquired by The Coca-Cola Company in 1960.
• Fanta Orange is the core flavour, representing about 70% of sales, but other citrus and fruit flavours have their own solid fan base.
• Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta is still a Coca-Cola product, and today it comes in seventy different flavours
FANTA-STIC INTRODUCTION
• Fanta entered the Indian market in the year 1993 perceived as a fun youth brand.
• Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment.
• Over the years Fanta has occupied a strong market place and is identified as the "THE FUN CATALYST"
AD
FANTA AROUND THE WORLDEUROPE AUSTRALIA ASIA NORTH AMERICA SOUTH AMERICA AFRICA
LIGHT PINK KISS SOUR APPLE BEETROOT PIÑA BAMBOOCHA NAARTJIE
SKIIZ SOUR WATERMELLON ORANGE MINT TAMARINDO BLACKCURRANT SOUR CHERRY
SHOKATA STRAWBERRY SPIDER GRAPEFRUIT MUNDO MANGO TAI ZARZA ORANGEADE
EXOTIC THRILL PASSIONFRUIT TOFFEE TUTTI-FRUTTI HERBOSA LEMONADE
SHAKIN' SHOKATA GREEN GOBLIN LACTIC WHITE GRAPE FROZEN BANANA KOLITA WATERMELON
GROOVY APPLE CHOCOLATE ORANGE SPIDER KURABU SODA RED CREME SODA UVA PINEAPPLE-
GRAPEFRUIT
ICY LEMON BLUE LEMONADE AO RINGO ZERO ORANGE EXOTIC FRUITS ORANGE-MANGO
FREE ANANAS GREIPPI PINEAPPLE GRAPEFRUIT
TROPICAL APPURU MIKKUSU RED TANGERINE PACHANGA ELEKTRIK MELON
FREE FRAMBOISE ET PAMPLEMOUSSE ROSE
WILDBERRY GOORUDEN GUREEPU APPLE VANILLA MARACUJA RASA FRUIT PUNCH
MISSIO
N-VISIO
N-
VALUES
MISSION • To refresh the world- in body, mind
and spirit• To inspire moments of optimism-
through our brands and our actions
• To create value and make a difference- everywhere we engage
MISSIO
N-VISIO
N-
VALUES
VISION
PROFIT
PEOPLE
PORTFOLIOPARTNERS
PLANET
MISSIO
N-VISIO
N-
VALUES
VALUES• LEADERSHIP• PASSION• INTEGRITY• ACCOUNTABILITY• COLLABORATION• INNOVATION• QUALITY
STP
SEGMENTFor all people seeking a soft drink for regular occasions,
parties
TARGET GROUP All age groups Lower, middle and upper class people
POSITIONING Fun youth brand
SWOT Analysis
STRENGTH
1.Excellent branding and advertising
2.Excellent distribution and availability
3.Popular among youth
WEAKNESS
1.Aerated drinks not popular with health conscious people
2.No Fruit content but still advertised as Orange drink
SWOT Analysis
OPPORTUNITY
1.Leverage successful brand Coca Cola
2.Buy out competition
3.More Brand recognition
THREATS
1.Threat from other aerated drinks competitors
2.Threat from substitutes like fruit juices
3.Boycott from health conscious people
PRODUCT LIFE CYCLE
TAGLINES
Masti ka apna taste Anything is possible Bold Orange Fun Bajao Masti ki Ghanti Rang Le, Dil Khol Ke New Orangy Blast…Laga Kya? Fanta ka signal loud, Bunking is allowed” More Fanta, Less Serious Zyada Fanta Zyada masti Chase the Taste Taste that makes you jump
FANTA FLAVOURS
To introduce the new Fanta bottle to a few North American test markets:
Fanta New Bottle 2012
AD
COMPETITORS
MARKET SHARE OF ORANGE FLAVOURS IN INDIA
9% (Fanta)
15% (Other orange
flavoured drinks
Total of Rs. 9000 crore soft drink market
MARKETING MIX
PRODUCT: CANS OR
BOTTLES-(370ML CAN,
600ML BOTTLE)
PLACE: RETAIL
SHOP OR BIG
SUPERMARKET
PRICE: DEPENDS ON COMPETITO
R’S PRICE
PROMOTION: PUSH
AND PULL STRATEGY
Media Mix
Facebook activity and at its core, a Facebook app which houses Fanta City, an animated world with games, missions and a range of prizes to be won, including cinema tickets and trips to Alton Towers.
Lhava Twins
IAB Awards 2012 winner – Fanta Play zone
“Fanta encourages youth market to Chase the Taste”AD
The big draw, is the chance for teens to win a three-night stay in the Fanta House in Cornwall, complete with pool, personal chef, games room and home cinema and the opportunity to throw a lavish party during their trip.
Games like Big bounce by creating surprises
AD
THE FANTANAS
THE FANTANAS
CELEBRITY ENDORSEMENT
AD
BANG ON ANIMATIONS
AD
BRAND CHARACTER VS.
BRAND AMBASSADOR
AD
PR CAMPAIGN
SOCIAL RESPONSIBILITY
As shown by the current playground tests carried out by TÜV Rheinland in 2011/12, there are, unfortunately, many playgrounds in Germany that fall short in terms of safety and creative play value. It is as a result of this that Fanta, together with the German Children’s Fund and TUV Rheinland, has created the Fanta Playground Initiative, which is designed for the long-term benefit of German playgrounds.
NUTRITIONAL VALUE
AD
ORANGE FANTA ‘BOUNCE’ SURVIVES CHILD RELATED
ADVERT
Coca –cola brand Fanta has escaped censure for a UK advert that the Children’s
Food Campaign(Sustain) claimed encouraged
excessive consumption of the drink and poor nutritional habits
AD