The key players
Coca-Cola –
The undefeated universal brand, whose name is given to the whole group,
Coca-Cola keeps its position of leader in the market with 48.8% of market
shares in 2012. Since May 2013, the brand has launched the campaign “share a
Coca-Cola” in France. Henceforth, fans can personalize the bottle with the 150
most used names in France. However, due to an increase of discount colas
competition and production process rising costs, the product Coca-Cola records
a decrease of 1.4% of its market shares in 2013. Nothing really crucial as the
brand is far ahead its competitors.
A focus
on our favourite brands…
Orangina, which
iconic bottle is the brand emblem in the world takes part of Orangina-Schweppes.
The 17.6% of market shares brings the group to the second position. Orangina
only represents 4.1% of the soft drink market and is at the fourth position in
France.
Fanta, the
“fantastich” drink is at the sixth position in France. With 2.2% of the market
shares, the brand has a constant diversification strategy, as shown by the last
product launches – Fanta Still, Fanta Agrumes, Fanta Bulles. Being part of the
Coca-Cola Company, the brand represents only 2.2% of the market shares out of
48.4% of the entire group.
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