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"

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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

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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

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THE FANTANAS

THE FANTANAS

CELEBRITY ENDORSEMENT 

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BANG ON ANIMATIONS 

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BRAND CHARACTER VS.

BRAND AMBASSADOR

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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

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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

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