Fanta Branding Report 1
FANTA AS A BRAND FOR COCA-COLA COMPANY REPORT
Student’s Name
University Affiliation
Instructor’s Name
Course
Submission
, Fanta Branding Report 2
Table of Contents
SECTION 1.1: COMPANY BACKGROUND AND EXPLANATION.........................................................3
SECTION 1.2: CURRENT IMAGE ISSUES...........................................................................................3
SECTION 1.3: FURTHER EVIDENCE OF ISSUES.................................................................................4
2: AN ANALYSIS OF THE CURRENT POSITIONING OF THE BRAND...................................................4
SECTION 2.1 COLA-COLA TARGET MARKET.....................................................................................5
SECTION 2.2: SEGMENTATION........................................................................................................6
SECTION 2.4: POINT OF PARITY & POINT OF DIFFERENCE..............................................................8
3: NEW BRAND POSITIONING.........................................................................................................9
SECTION 3.1: NEW POSITIONING....................................................................................................9
SECTION 3.2: NEW BRAND IDENTITY..............................................................................................9
SECTION 3.3: NEW POINT OF PARITY & POINT OF DIFFERENCE....................................................10
SECTION 3.4: NEW CUSTOMER PROFILE.......................................................................................11
4. MANAGERIAL RECOMMENDATIONS.........................................................................................12
Bibliography..................................................................................................................................15
, Fanta Branding Report 3
SECTION 1.1: COMPANY BACKGROUND AND EXPLANATION
The Coca-Cola Company is the world's driving fabricator, advertiser and merchant of
non-mixed refreshment concentrates and syrups. It at present works above 200 nations around
the globe and is extremely famous for the imaginative soda drink of Fanta, yet now covers a zone
of 230 various brands including Fanta brand. Established in 1886, the Coca-Cola Company is the
world's driving maker, advertiser and wholesaler of non-mixed drink concentrates and syrups. I
decided to choose the Fanta brand because of its popularity and many consumers like the brand
across many countries across the world. The Fanta brand has a unique sort that brings its
positioning and market share to be well known in the world market beverages drinks. Fanta
brand is a brand of Cola-cola Company ready to change its portfolio into an "entire refreshment
organization" that follows consumer patterns and away from its centre Fanta drink business. It
currently partitions brands into three classes - pioneers, challengers and adventurers - moving
promoting methodology to another area by classification.
SECTION 1.2: CURRENT IMAGE ISSUES
With regards to huge brands beginning to get promoting spots, Fanta brand is incredible.
Considering the Fanta brand made many years ago, it shows it is accomplishing something with
its marking, giving organizations a long way to go (Chu, 2020). Fanta’s marketing is consistently
incredible, energizing and refreshing, yet it depends on the brand's fundamental beliefs, telling
purchasers that promotion or piece of substance comes from Coca – Cola company (Chu, 2020).
Its marking has been destined to be reliably mainstream for quite a long time; however, it has
encountered some mistakes.
FANTA AS A BRAND FOR COCA-COLA COMPANY REPORT
Student’s Name
University Affiliation
Instructor’s Name
Course
Submission
, Fanta Branding Report 2
Table of Contents
SECTION 1.1: COMPANY BACKGROUND AND EXPLANATION.........................................................3
SECTION 1.2: CURRENT IMAGE ISSUES...........................................................................................3
SECTION 1.3: FURTHER EVIDENCE OF ISSUES.................................................................................4
2: AN ANALYSIS OF THE CURRENT POSITIONING OF THE BRAND...................................................4
SECTION 2.1 COLA-COLA TARGET MARKET.....................................................................................5
SECTION 2.2: SEGMENTATION........................................................................................................6
SECTION 2.4: POINT OF PARITY & POINT OF DIFFERENCE..............................................................8
3: NEW BRAND POSITIONING.........................................................................................................9
SECTION 3.1: NEW POSITIONING....................................................................................................9
SECTION 3.2: NEW BRAND IDENTITY..............................................................................................9
SECTION 3.3: NEW POINT OF PARITY & POINT OF DIFFERENCE....................................................10
SECTION 3.4: NEW CUSTOMER PROFILE.......................................................................................11
4. MANAGERIAL RECOMMENDATIONS.........................................................................................12
Bibliography..................................................................................................................................15
, Fanta Branding Report 3
SECTION 1.1: COMPANY BACKGROUND AND EXPLANATION
The Coca-Cola Company is the world's driving fabricator, advertiser and merchant of
non-mixed refreshment concentrates and syrups. It at present works above 200 nations around
the globe and is extremely famous for the imaginative soda drink of Fanta, yet now covers a zone
of 230 various brands including Fanta brand. Established in 1886, the Coca-Cola Company is the
world's driving maker, advertiser and wholesaler of non-mixed drink concentrates and syrups. I
decided to choose the Fanta brand because of its popularity and many consumers like the brand
across many countries across the world. The Fanta brand has a unique sort that brings its
positioning and market share to be well known in the world market beverages drinks. Fanta
brand is a brand of Cola-cola Company ready to change its portfolio into an "entire refreshment
organization" that follows consumer patterns and away from its centre Fanta drink business. It
currently partitions brands into three classes - pioneers, challengers and adventurers - moving
promoting methodology to another area by classification.
SECTION 1.2: CURRENT IMAGE ISSUES
With regards to huge brands beginning to get promoting spots, Fanta brand is incredible.
Considering the Fanta brand made many years ago, it shows it is accomplishing something with
its marking, giving organizations a long way to go (Chu, 2020). Fanta’s marketing is consistently
incredible, energizing and refreshing, yet it depends on the brand's fundamental beliefs, telling
purchasers that promotion or piece of substance comes from Coca – Cola company (Chu, 2020).
Its marking has been destined to be reliably mainstream for quite a long time; however, it has
encountered some mistakes.
