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FANTA
GO BITE
About
Its a brand of Coco-Cola Pvt. Ltd. Current brand ambassador changed to the current youth icon.
MISSION
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.
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
Positioning
Image differentiation High availability Value for Money Has new flavours
4Ps
Products/Services
Provides a flavoured refreshing drink
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?
CASH COW
DOG
ANSOFFS MODEL
Current Product
Fantas orange
New Product
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