Marketing Mix of Fanta
A favorite in Europe since the 1940s, Fanta was acquired by the Coca-Cola Company in
1960. Fanta Orange is the core flavor, representing about 70% of sales, but other citrus and fruit flavors have their own solid fan base.
Consumers around the world, particularly teens, fondly associate Fanta with happiness and special times with friends and family. This positive imagery is driven by the brand’s fun, playful personality, which goes hand in hand with the bright color (particularly orange), bold fruit taste, and tingly carbonation.
Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta distribution was increased in the U.S. in 2001 with the return of four flavors: orange, strawberry, pineapple and grape. Orange, the biggest seller, is now available in most of the country.
Product
Fanta is available in 3 flavors namely Orange, green Apple and lime, green apple and lime were introduced only recently whereas the Fanta orange flavor has been prevalent in
India for very long time now. Fanta orange is distributed everywhere i.e. throughout the country where as other two are distributed only in selected cities.
New Flavors
International soft drink companies such as Coca-Cola and Pepsi Co. are attempting to enter the Indian market by attempting to bottle their national drink, coconut water.
Such companies face fierce competition from the traditional players and will focus their attempts to create a presence in the market by using their mass marketing skills, which have contributed to their worldwide success.
The companies reported interest in Kerala’s natural drink coincides with the struggle waged by certain radical groups against them and attempts by state sponsored coconut promotion agencies to increase the use of coconut products hurting their key products like Coke-Cola, Pepsi, Fanta and 7-up.
Product Differentiation
Coca Cola in orange and lime flavors i.e. with respect to Fanta faces sever competition from Pepsi Co’s Mirinda. Both the drinks can
1960. Fanta Orange is the core flavor, representing about 70% of sales, but other citrus and fruit flavors have their own solid fan base.
Consumers around the world, particularly teens, fondly associate Fanta with happiness and special times with friends and family. This positive imagery is driven by the brand’s fun, playful personality, which goes hand in hand with the bright color (particularly orange), bold fruit taste, and tingly carbonation.
Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta distribution was increased in the U.S. in 2001 with the return of four flavors: orange, strawberry, pineapple and grape. Orange, the biggest seller, is now available in most of the country.
Product
Fanta is available in 3 flavors namely Orange, green Apple and lime, green apple and lime were introduced only recently whereas the Fanta orange flavor has been prevalent in
India for very long time now. Fanta orange is distributed everywhere i.e. throughout the country where as other two are distributed only in selected cities.
New Flavors
International soft drink companies such as Coca-Cola and Pepsi Co. are attempting to enter the Indian market by attempting to bottle their national drink, coconut water.
Such companies face fierce competition from the traditional players and will focus their attempts to create a presence in the market by using their mass marketing skills, which have contributed to their worldwide success.
The companies reported interest in Kerala’s natural drink coincides with the struggle waged by certain radical groups against them and attempts by state sponsored coconut promotion agencies to increase the use of coconut products hurting their key products like Coke-Cola, Pepsi, Fanta and 7-up.
Product Differentiation
Coca Cola in orange and lime flavors i.e. with respect to Fanta faces sever competition from Pepsi Co’s Mirinda. Both the drinks can