The
positioning of Orangina & Fanta
POP/POD
We have studied the Points-of-parity-associations, which
are similar to our brands, and the Points-of-
difference, which are unique
element to each one.
POD of Fanta
We can decline Fanta's POD in 3 criteria:
- Fanta's Brand
personification:
Like most companies, Coca Cola has many drinks under their control; Fanta however has a selected range of people, it have
targeted advertising at young people (12-24 years old), Fanta takes their
advantage by publicize their drinks in the cinema, because their target
audience is the main attendees.
- Furthermore, Fanta has
international availability.
Fanta have more than 90 flavors
worldwide, but considering the international availability, Fanta has its
special limited products in France.
Ex: Citron Frappé
Greenz
Château Grokiff
Château Trop Trop Ouf
- Thirdly, the strategy of join Apple iTunes is in control of the distribution, it's only fitting that it mass-produce promotion for buying their drink.
POD of Orangina
Today, Orangina is a famous soft drink brand in France even Europe. Orangina’s Points-of-difference presents in 3 aspects:
- First, it has a brand personification. Orangina-Schweppes Group identified a key point, that is make Orangina-Schweppes as the leading iconic brands, by under controlling excellent brand awareness.
- Secondly, sensuality through its advertising, combined with a touch of humor through its volatile characters.
The commercial stages a modern woman, far from any stereotype (good wife, gentle, sensual and sexy). The brand reversed the roles, maintain a sense of humor and imitation, the brand has given a major role in two animals: a hyena and wolves.
This humor ads is about "Drink Orangina, stay alive"
- Thirdly, its's the few soda product which reduce the sugar added.
According to the news form official website of Orangina,"Under the National Health and Nutrition Programme, Orangina Schweppes France is the first company of soft drinks have officially launched in July 2008 by signing a charter of voluntary commitments to nutritional progress."
- Forthly, Orangina trend to Chic, Sexy and Weird communication. Indeed, the use of half human half natural personnages
POP of Fanta & Orangina
- They are both a part brand of big Group (The Coca-Cola Company VS Orangina-Schweppes Group)
- They are all Orange carbonated beverage
- Social network play an important part in marketing strategy (Ex: Twitter, Facebook, and Google+)
Massive communication is a good way to promotion
(Ex: Youtube)
Use funny ads
Constant marketing& product innovation (New flavor, new cooperative partner
By Jumping Lychee!
Sources:
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