Marketing Mix - Product & Price

In order to analyse clearly the strategy of Fanta and Orangina, we made a Marketing Mix.

Here is the first part

Let’s go!

Product

Innovation

Fanta is basically a sparkling orange drink. It is now declined in 70 flavors in the whole world, although specific one are sold only in some countries. Brazil is the biggest consumer of Fanta. France has 8 flavors.

The brand tries to stay innovative with new flavors but also with an extension of the range. In 2005, the brand launched new products with 30% of less sugar compared to its competitors. In 2007, Fanta launched Fanta Zero (same positioning as Coca Zero).The brand is now extending its range to non-sparkling drinks with Fanta Still. Fanta Peach Apricot is the 2013 innovation.

The target is young  adults between 15 and 24 years old. So, Fanta’s communication is based on fun, creativity and a “enjoying life” lifestyle.  Ad campaigns follow this lead, for example with the partnership with Guitar Hero in 2009 and the current campaign based on smileys face.

A famous shape

Orangina’s formula is a complete secret but the brand assures there is 12% of fruit juice and 2% of pulp. An essential element of the brand is their famous bottle in orange shape. Orangina’s range is now declined in several tastes including the very famous Red Orangina. The brand also extends to light drinks with Miss O.

Orangina is very appreciated in Europe and others parts of the world. The brand is especially famous in Japan, where the brand is represented by Richard Gere.

The target is essentially young and trendy people but at the contrary of Fanta, the brand can target older people too, the public is more mature.  Communication of Orangina is more controversial than Fanta one, more audacious.

Packaging

In terms of packaging, Fanta exists in cans and 1.5L bottles whereas Orangina is more diversified. It can be found in cans, 1.5L bottles but also in 50 cl bottles for lunch time (it competes directly Coca-Cola) and finally the very famous glass 25cl bottle in orange shape.

Price

Coca Cola decided in 2009 to be very offensive in order to win market shares. They decreased significantly the prices of Fanta.  The result is Fanta is now a cheap brand compared to its direct competitors, including Orangina. Orangina has prices conformed with the market. Prices are aligned with Coca-Cola and others competitors.

For information, the price of a 1.5L Fanta bottle is between 1.07 and 1.48 euros and Orangina one is 1.15 and 2.15 euros.

Of course, the price still changes from one shop to another, according to the positioning of the shop.

Smiling Banana

Sources:
Facebook page of Orangina
Facebook page of Fanta
Fanta website
Orangina website
Coca Cola France
McDonald's website

Pizza Hut website
e-marketing
my.iscom 
journal du net