Marketing Mix - Place & Promotion

Hi guys, this is the second part of the marketing mix. Let's deal with place and promotion.

Place

Fanta and Orangina can be both found in massretail shop (hypermarkets + supermarkets) but also in HORECA, that is to say bars, restaurants, hotels…and automatic distributors of drinks.

Apparently, Fanta seems to be more distributed in fast restaurants than Orangina is.

For instance, Fanta is sold in McDonald’s and Pizza Hut restaurants whereas Orangina is not. This can be due to social contracts between the Coca-Cola group and the restaurants.

The place in hypermarkets can be different too, according to the different formats of the brands (50 cl, cans, packs...)For instance, in some shops, you can find easily Orangina in lunch corner because it is distributed in 50cl bottles whereas Fanta is distributed by the shop only in cans and it is less convenient to carry, once opened.

Promotion

Fanta’s communication is based on fun, playful personality with a very colored universe represented by 3D characters. The communication includes TV spot, web, social media, Youtube channel…

The website deals essentially with games, social networks, downloads…It really creates a traffic and increases the e-reputation of the brand.

The Facebook page of Fanta has more than 12 million of fans, and has doubled this figure in one year! (around 5 millions followers in 2012). The brand is really good with social media, they really interact with their fans, they start some crazy bets and they really understand their public. For instance in 2012, they allow their fans to win a free day in Parc Astérix. They also have several Facebook games such as Baila Fanta. We can notice that Fanta does not create a page for every country. It has a Facebook page for France and Maroc but we can’t find others countries.

 Orangina has a different strategy from Fanta, The whole group seems more active on social network such as Facebook. The only true Fanta page is French but Orangina create a page for every country plus an International page which is animated by Bulby.

French page is one of the most popular one with more than 1 million of fans. The communication is about “Stay Alive, drink Orangina”. It follows the mantra “0% of Orangina drinkers are…” meaning if you drink Orangina, you’re cool. Examples given suit really young  and trendy adults (see the example with the smartphone) with also funny things making the buzz (see the llama example).

Concerning the image, Orangina is more audacious than Fanta one. They make controversial campaigns with gay people (2010) and strange animals sexually suggestives (2008).

Specific communication articles will follow.

Smiling Banana

Sources:
See the first article on Product & Price Marketing Mix