Even if Coca Cola France owns 53,4% of the global market share against 17,6% for Orangina Schweppes, Orangina seems to be more
effective than Fanta on the French market ( hypermarkets and supermarkets –
Nielsen ).
In 2012 in France, Orangina had 4,2% market
share of the soft drink market against 2,2% for Fanta. What is interesting to
emphasize is that Orangina increased its market share of 0,2 points compare to
2011, whereas Fanta decreased its market share of 0,5 points. That means that
Orangina is on slope steepness when Fanta is suffering from the crisis.
Moreover, maybe Orangina has more impact with their ads and promotions compared
to Fanta, and also creates more proximity with the customers thanks to its
history.
And what is interesting to ad is that Fanta is distributed in more
than 180 countries against 60 for Orangina. We will analyze in this blog why
and how do they differentiate with each others.
Source : Nielsen, year to date à
P12 - 2012, d’après fabricants
By Crazy Lemon !
