After the success of Fanta orange in Indian market, Coca-Cola has launched Fanta apple nationally in February 2009. Few months back it was launched only in south India. And after witnessing positive response from south market now Coca-Cola has launched it nationwide. According to studies after orange, apple is the most preferred fruit in India. So company came up with refreshing apple flavored drink.
Brand Fanta is already present is most of the countries of the world , it was launched in India in 1994. Fanta orange enjoys majority share in the Indian market in orange drink and now launch of Fanta Apple in India is aimed at extending company’s leadership in the fast growing segment.
The main target group of Fanta apple is youth. The communication of Brand Apple is very apt as the tagline for the same is “Go bite”. Brand Fanta is endorsed by Bollywood actress Genelia D'Souza
It is more like a carbonated Appy. It is priced comparatively lower. Fanta is available in more than 70 flavors in some countries despite of the fact it has become synonymous with orange flavored drink.
The strategy of the company is to capture growing market by adding new flavors to their basket. By doing this, the company wants to give competition to mirinda and other fruit drinks available in the market.
No comments:
Post a Comment