Marketing Mix of Fanta and 4Ps (Updated 2024)

The Marketing mix of Fanta analyses the 4Ps of Fanta, which includes the Product, Price, Place, and Promotion of Fanta. Fanta is a subsidiary brand of its parent company, Coca-Cola, and is associated with the beverage industry. It is a soft drink with fruit flavors and was created as a new product for the German market in 1940. Tingling bubbles, tempting taste, and vibrant color have made this drink an all-time favorite with every section of society, irrespective of age and class. Some of its rivals in the consumer market are as follows-

• Mirinda
• Orangina
• Tropicana Twister
• Sumol Crush
• Slice
• Sunkist
• Tango

About Fanta

• Type: Soft drink
• Industry: Beverages
• Founded: 1940, Germany
• Founder: Max Keith
• Headquarters: Atlanta, Georgia, United States
• Area served: Worldwide
• Current CEO: James Quincey
• Number of employees: Over 178,000
• Major products: Fanta Orange, Fanta Grape, Fanta Strawberry, Fanta Pineapple, Fanta Limon, Fanta Exotic

Fanta Product Strategy

Fanta is a well-known soft drink brand with nearly ninety flavors in its kitty. Most of these are available to suit the needs of a particular region. Its most common flavor is the orange Fanta, available in most countries. The product is available in several sizes: pet bottles, glass bottles, and cans.

It is a sparkling drink that is refreshing, bubbly, and bright with no caffeine and 100% natural flavors. Fanta has been periodically introducing new products and an innovative range of unique flavors to compete with its global brand and rival products. One of its recent additions is Fanta Zero, which has no calories or sugar and is for health-conscious people.

The product mix of Fanta in 2023 is as follows(Source)

1. Fanta Orange: This is Fanta’s original and most iconic flavor, known for its orange soda taste.
2. Fanta Grape: Grape-flavored Fanta is another popular variation known for its sweet and fruity taste.
3. Fanta Strawberry: Fanta Strawberry offers a refreshing strawberry flavor.
4. Fanta Pineapple: Fanta Pineapple features a tropical pineapple flavor.
5. Fanta Berry: Fanta Berry is a blue-colored soda with a mixed berry flavor.
6. Fanta Lemon: Fanta Lemon provides a zesty and citrusy lemon flavor.
7. Fanta Apple: Fanta Apple offers a crisp apple taste.
8. Fanta Mango: Fanta Mango features a tropical mango flavor.
9. Fanta Exotic: Fanta Exotic is a blend of various tropical fruit flavors.
10. Fanta Zero: Fanta Zero is a sugar- and calorie-free version of Fanta, designed for those seeking a low-calorie option.

Fanta Place Strategy

Fanta was the second product launched by Coca-Cola and has found a product base that has spread in most countries. The brand has been following a distribution strategy with a penetration policy. The brand and its products are available in countries like China, Canada, Argentina, Spain, Greece, Japan, Portugal, New Zealand, Nepal, Mexico, Iran, and Germany.

In the United States, it was launched in 1960; in India, in 1993, it was launched. The excellent marketing mix of the Fanta distribution system is the reason for its easy availability in every nook and corner of the market share in several countries. Fanta uses an intensive distribution network that includes wholesalers, retailers, and consumer markets. Its products are easily accessible to grocery stores, restaurants, mom-and-pop stores, discount stores, department stores, convenience stores, supermarkets, and hypermarkets. Several cafes and popular eatery outlets deal with Fanta, so products are also available there.

Here are five key points related to Fanta’s place strategy:

1. Widespread Retail Presence: Fanta leverages a robust distribution network to make its products available in a wide range of retail outlets, including supermarkets, convenience stores, gas stations, and vending machines, ensuring accessibility to consumers in both urban and rural areas.
2. Global Reach: Fanta is distributed globally, making it available in numerous countries and regions. The brand’s international presence is strengthened through partnerships with local bottlers and distributors, allowing it to adapt to local preferences and distribution channels.
3. On-Premises Availability: Fanta is often available in restaurants, fast-food chains, and entertainment venues, enhancing its presence in the food service industry. This ensures that consumers can enjoy Fanta with their meals or snacks when dining out.
4. Online Sales Channels: Fanta has also embraced e-commerce and online sales channels to cater to the growing trend of online shopping. This includes partnerships with e-commerce platforms and direct-to-consumer sales through its website, making it convenient for consumers to purchase Fanta online.
5. Promotional Initiatives: Fanta strategically places its products in high-visibility areas within stores, frequently launching promotional campaigns and eye-catching displays to attract consumer attention and encourage purchases, especially during key seasons or events.

Fanta Pricing Strategy

Fanta is a well-liked soft drink, and as many soft drink brands are available in the market, the company has decided to adopt a competitive pricing policy for marketing its product. Its price range is nearly the same as its competitors, but its diversified variants and easy availability are the main reasons for its large market sales volume.

Fanta knows that it has to adopt an economically competitive pricing strategy and policy to deal successfully with its rivals and penetrate new markets further. Hence, it has kept an everyday low pricing system with reasonable prices so consumers can easily buy it.

Here’s an overview of Fanta’s price strategy:

1. Value-Based Pricing: Fanta employs a value-based pricing strategy, considering the perceived value of its products to consumers. By offering a refreshing and enjoyable beverage experience, Fanta is an affordable yet quality choice within the carbonated soft drink market.
2. Market Segmentation: Fanta recognizes the diverse consumer base and market segments it serves. The brand adjusts its pricing to cater to consumer segments, such as budget-conscious shoppers, families, and on-the-go consumers. This segmentation allows Fanta to offer various package sizes and price points to meet customer needs.
3. Price Transparency: Fanta maintains transparent pricing, ensuring its products are competitively priced within the carbonated beverage category. Clear pricing strategies help build consumer trust and reduce the perception of hidden fees or pricing gimmicks.
4. Promotions and Bundling: Fanta often employs promotional pricing strategies, such as buy-one-get-one (BOGO) offers, limited-time discounts, or bundle deals with other Coca-Cola Company products. These promotions not only drive sales but also create excitement and customer engagement.
5. Geographic Pricing Variations: Fanta recognizes that pricing sensitivity can vary by region or country. Therefore, it may adjust its pricing based on local economic conditions, competitor pricing, and consumer purchasing power to remain competitive and accessible in each market.

Fanta Promotion Strategy

Fanta is a unique brand and has been famous for its upbeat advertising. It has launched its commercials to promote a particular place. In the United States, for example, an advertisement shows female models in a group, “The Fantanas,” where each promotes an individual brand flavor. Through its advertisements, Fanta has projected its brand about happy and memorable times with friends and family.

Its positive image has made it a trendy drink and has helped create brand awareness among young people among its consumers. Commercials are aired on electronic social media platforms through radio and television. The brand has also advertised its variants through print media like billboards, magazines, and newspapers.

It has a marketing strategy to put the particular onus on social media with the help of tools and social media pages like YouTube, Twitter, and Facebook. Fanta also offers screensavers, wallpapers, and ringtones for the personal use of fans from its site. As a brand, Fanta believes in celebrity endorsements and has roped in various famous personalities to market its products. Actresses like Tamanna and Shruti Hassan have been a part of Fanta commercials.

Fanta’s promotion and marketing strategy focuses on the following:

1. Youthful Brand Image: Fanta positions itself as a fun and vibrant brand, using colorful and imaginative advertising campaigns that resonate with its target audience of young consumers.
2. Digital Engagement: Leveraging social media and influencer partnerships, Fanta actively engages with its audience online, encouraging user-generated content, contests, and interactive campaigns to foster brand loyalty.
3. Seasonal and Event Marketing: Fanta capitalizes on seasonal and cultural events with limited-edition flavors and themed promotions, creating excitement and driving sales during key moments throughout the year.

Some Recent Video ads and Print ads of Fanta are:

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