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  • Fanta

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    Asha Chandrawat
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    Fanta is a brand owned by Coca-Cola that provides ready-to-drink carbonated beverages. Its mission is to provide flavored drinks for refreshment. Its vision is to establish itself in the Indian market and capture different segments by expanding its product line. Currently, it segments its customers by age, consumption frequency, price consciousness, and destinations. It targets youth and offers orange and apple flavors. It positions itself on image differentiation, availability, value for money, and new flavors. It promotes through TV ads associated with occasions. While it faces threats from competition and rising costs, opportunities exist in India's growing middle class and increased purchasing power.

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    Fanta is a brand owned by Coca-Cola that provides ready-to-drink carbonated beverages. Its mission is to provide flavored drinks for refreshment. Its vision is to establish itself in the Indian market and capture different segments by expanding its product line. Currently, it segments its customers by age, consumption frequency, price consciousness, and destinations. It targets youth and offers orange and apple flavors. It positions itself on image differentiation, availability, value for money, and new flavors. It promotes through TV ads associated with occasions. While it faces threats from competition and rising costs, opportunities exist in India's growing middle class and increased purchasing power.

    Copyright:

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    Download as PPT, PDF, TXT or read online from Scribd
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    903 views22 pages

    Fanta

    Uploaded by

    Asha Chandrawat
    Fanta is a brand owned by Coca-Cola that provides ready-to-drink carbonated beverages. Its mission is to provide flavored drinks for refreshment. Its vision is to establish itself in the Indian market and capture different segments by expanding its product line. Currently, it segments its customers by age, consumption frequency, price consciousness, and destinations. It targets youth and offers orange and apple flavors. It positions itself on image differentiation, availability, value for money, and new flavors. It promotes through TV ads associated with occasions. While it faces threats from competition and rising costs, opportunities exist in India's growing middle class and increased purchasing power.

    Copyright:

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    of 22

    Marketing Strategy of

    FANTA

    GO BITE

    About
    Its a brand of Coco-Cola Pvt. Ltd. Current brand ambassador changed to the current youth icon.

    MISSION

    To Provide a ready to drink carbonated flavored beverage.

    VISION
    The main objective of the company is to establish itself in Indian market as an icon and capture the different segments by increasing its product line.

    STP

    Segmentation earlier
    Product Category: carbonated orange flavour drink.

    Consuming Frequency: Frequent, Rare.


    Consciousness: Price Conscious, Taste Conscious, appearance Conscious Destinations: National, International

    Segmentation now.
    Product Category: carbonated orange flavour drink , apple flavour Consuming Frequency: Frequent.
    Consciousness: Price Conscious, Taste Conscious, appearance conscious Destinations: National, International

    Target
    Then Now Sector: Youth, middle age people Major Consumer: Upper Middle Class

    Sector: Youth
    Major Consumer: Middle Class Consciousness: Price Conscious Destinations: National, International

    Consciousness: Price Conscious, flavour conscious


    Destinations: National, International

    Positioning
    Image differentiation High availability Value for Money Has new flavours

    4Ps

    Products/Services
    Provides a flavoured refreshing drink

    BASIC NEED: Refreshment and thirst quenching.

    Price
    Price differentiation is based on the quantity. Pricing according to current market competition (MIRINDA, APPY FIZZ). Discounts on family packs.

    Promotion
    GO AND BITE THE APPLE. Mostly television Ads Association with occasions(kitty party Holi, etc.) Internet Advertising on social networking sites Print media.

    Place
    Product availability
    Retail shops Restaurants Supermarkets Petrol Pumps Airports, Railway Stations Ice-Cream parlours

    BCG MODEL
    STAR ?QUESTION MARK?

    Market Growth rate

    CASH COW

    DOG

    Relative Market Share

    ANSOFFS MODEL
    Current Product
    Fantas orange

    New Product

    Current Market New Market


    Uncovered Indian territories & International destinations

    Fantas apple flavour

    Innovation

    SWOT Analysis
    Strengths: Positive Brand Perception Nominal costs Better on-time changes

    SWOT Analysis
    Weaknesses: Late Mover Mirinda and Appyfizz were already well established nominal cost beverage drinks.

    SWOT Analysis
    Opportunities Fast growing Indian Middle Class (Currently 200 million) Increased purchasing power Cultural & Social Changes in India

    SWOT Analysis
    Threats: Cut Throat competition Nominal beverage market becoming crowded Increase in fuel prices & taxes leading to a rise in input costs and thus, hampering the company to be LOW COST

    Conclusions
    Most companies have adopted Market segmentation and Mass market strategy is declining

    Thank You

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