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Fanta Presentation

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by

Briana Boyd

on 4 December 2013

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Transcript of Fanta Presentation

JWT Global Advertising Agency
FONTS
Commercial Revamp!
In with the new !!
Flavors
Orange

Pineapple

Grape

Strawberry

Ect.

- Currently 9th place in the pop market, 2% of market, and close to being knocked out of the top ten. Increase by 1% by the end of 2014, moving up to 8th place and surpassing Diet Mountain Dew.
- Fanta’s problem: low brand recognition and a low market share
- Young teens (13-20) – Fun new flavors that’ll explode in your mouth
- Young Adults (21-28) – Fanta is the best source for all your mixed drink needs.
- Restaurants – With our new flavors more and more consumers will demand our product and your services.

Who are JWT?
J. Walter Thompson
Our headquarters
Clients






Fanta - WE CHOOSE YOU!!!!!!
As we all know, Fanta is a global brand of fruit-flavored carbonated soft drinks which were created by The Coca-Cola Company in 1941. With your 100 flavors worldwide and our exciting new campaign we want to make you the next big thing!!!!!!!
Out with the old......
Marcom Message
Main objective
– Enhance brand image!
By doing this we will also have smaller objectives that will be completed along the way:
- Increase customer loyalty
- Generating sales leads
- Build sales of existing brands by increasing frequency use, variety of uses, and other quantity purchase
- Create brand awareness

- changing brand packaging to eco-friendly
- Event Marketing: Naming Contest.
- Sales Promotion: bar promotions. “Fanta Girls”
- Market-oriented: stay away from KORN, and introduce Selena Gomez, Bruno Mars, and Mariah Carey.
Advertising through television commercials and billboards.
- Social Media online: Facebook and Twitter users to like and follow the page more.
- Naming contest for 3 new flavors, get the consumers involved

We want to turn these flavors into something new, more tasteful, and jaw dropping!!
New flavor ideas
Blueberry Blast
Passionate Pomegranate
Ma'Rockin Mango
Objectives
Competition

Pepsi is our biggest competitor
Pepsi's promotional tools
Celebrity endorsements
Blind taste test
"Pepsi Stuff"
GO GREEN!
New Eco Friendly Bottles


Coke- Dasani vs. Pepsi- Aquifina
Our Customers!
Targeting Teens/Young Adults!
https://www.facebook.com/JWTNewYork
www.jwt.com/
So what do you say!!!!!!

- Changing brand packaging to eco-friendly
- Event Marketing: Naming Contest, 3 new flavors,
get the consumers involved
- Sales Promotion: bar promotions. “Fanta Girls”
- Market-oriented: stay away from Korn and introduce, Selena Gomez, Bruno Mars, and Mariah Carey.
- Advertising through television commercials and billboards.
- Social Media online: Facebook and Twitter users to like and follow the page more.
- Expand on Fanta Zero


Marcom Tools
SWOT Analysis
Strength
Excellent brand
Excellent distribution
Popular among youth
Weakness
Aerated drinks not popular with health conscious people
No fruit content
#1 soft drink in Thailand
Positioning
Attributes- refreshing, known brand
Benefit-cheap, comes in different flavors, satisfies all fruit flavored drinks
SWOT Cont.
Opportunities
Coca Cola
Rise above the competition
More brand recognition
Threats
Fruit juices
Boycott
Aerated drinks
Fierce, Fun, and Sassy
Full transcript