Fanta Marketing Strategy – Marketing Strategy of Fanta: The second-oldest brand in the brand portfolio is the world-famous beverage company Coca-Cola, which was introduced in 1940. It is also the second-largest Coca-Cola brand outside of the USA. The brand’s fruity flavor Fanta made it so famous that it is now consumed over 130 million times each day Fanta Orange flavor.
The journey began in Germany when it became difficult for Coca-Cola Syrup to be imported into Nazi Germany during World War II.
Fanta At A Glance – Marketing Strategy of Fanta
Company : The Coca-Cola Company
CEO: Abhinav Parmar
Founder: The Coca-Cola Company
Year founded: 2000
Headquarters: European and Asian countries
Annual Revenue: INR₹160 Billion
Profit | Net income: INR₹37 Billion
Number of employees : 3500
Products & Services: FANTA ORANGE | FANTA PINEAPPLE | FANTA STRAWBERRY | FANTA GRAPE | FANTA PIÑA COLADA | FANTA PEACH | FANTA DRAGON FRUIT ZERO SUGAR
Competitors: Mirinda | Minute Maid | Pepsi
Fanta Fun Facts: The advertisement of Fanta is bold and upbeat. A group of young female models called the Fantanas was featured on an ad of Fanta in United States. Each member of the group represents a different flavor of Fanta.
Marketing Strategy of Fanta
Fanta’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Fanta? Let us discuss.
Segmentation, Targeting, Positioning – Fanta Marketing Strategy
The market is divided according to the similar characteristics of sub-groups of people. This helps brands in choosing the right products based upon demographic, psychographic, and geographic characteristics. Fanta employs a mix of these segmentation techniques to expand its market operations.
Segmentation allows the brand to identify the right products for a specific customer group. Fanta uses a distinguishing targeting strategy in order to target different customer segments with different flavors.
Fanta’s Non-alcoholic beverage segment uses a value-based positioning strategy to position itself as a brand that offers many flavor options.
Fanta Mission Statement
Fanta Vision Statement
Competitive Advantage – Marketing Strategy of Fanta
1. Established Parent Company: Fanta, Coca-Cola’s flagship Non-Cola brand, is the dominant player in operations, cost control, brand portfolio, channel marketing, collaborative customer relationships, and market penetration.
2. Cost control: A diversified product range, outsourcing operations, and economies of scale all contributed to optimizing the brand’s operational costs and increasing profitability.
3. Strong Portfolio: The brand has more than 90 flavors around the world, while the flavor formulas vary from one country to another. For example, the Orange flavor is different in Canada/America/ German, and a European counterpart.
4. Collaborative Customer Relationship: Fanta’s Glocal Strategy helps to create shared value by engaging in participative marketing and adapting its vast portfolio of products to local needs.
BCG Matrix – Fanta Marketing Strategy
Non-a Alcoholic brands and Non-Cola are available in flavors such as Orange and Mango, Grape and Pineapple, Strawberry and Peach, as well as Non-a Alcoholic Brands.
It operates in most markets, where the Orange and Mango flavors are widely sold. This makes the BCG matrix the star, while other flavors, which are new offerings by the brand, are the mystery mark in the BC matrix.
Distribution Strategy – Marketing Strategy of Fanta
The Brand works in conjunction with the distribution system of parent Coca-Cola. It depends on the market, geography, and customer profile to use sales and distribution models.
(1) The pre-sale software separates sales and delivery functions. This allows retailers to load a mix of products they have ordered previously. It helps increase sales and distribution efficiency, and control costs.
(2) The traditional truck route system
(3) A hybrid distribution system that carries products for immediate sale as well as products previously ordered.
(4) The Telemarketing System and
(5) Wholesalers, e-commerce websites, and third-party resellers.
The brand’s different flavors are available in more than 180 countries around the world.
Brand equity – Fanta Marketing Strategy
Since its inception, the parent company has been closely involved with Hollywood’s film industry. Fanta’s colorful advertising highlights the vibrant life of the young generation.
Ogilvy, the ad agency for the brand, helped to reposition the brand by enhancing its image with vibrant branding.
Competitive Analysis – Fanta Marketing Strategy
Non-Cola has a large market share due to factors like Glo-cal strategy and low price. Easy availability even in remote locations. Encasing.
Big Giants such as Fanta, Pepsi, and Tropicana use branding and sponsorship events to raise visibility and distinguish themselves from their peers.
Fanta is also compared to Tango, Sumol, and Slice.
Market Analysis – Marketing Strategy of Fanta
Consumers are switching from Cola drinks due to increasing health awareness and hygiene.
With the rise in immigration and cosmopolitan cultures, developing nations are driving sales to the Non-cola market.
It is possible for customers to switch to other products like water, tea/coffee, and soft drinks because the industry co-exists.
Customer Analysis – Fanta Marketing Strategy
The brand’s availability in various SKU’s (stock-keeping units) has allowed it to reach different segments of society. The majority of its customers are between the ages of 10 and 35 years old and are in good health. They want to enjoy Fanta as soon as possible. Mintel, a global research company, found that Millennials aged 27-37 have a higher consumption of energy drinks than their counterparts of 55% in 2014. Meanwhile, 74% of older consumers are concerned about cold beverages’ health effects.
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