TableofContents

FANTA.........................................................................................................................................................2
Parent Company:.......................................................................................................................................2
Name:........................................................................................................................................................2
Category:...................................................................................................................................................2
Sector:.......................................................................................................................................................2
Tag Line/ Slogan:......................................................................................................................................2
Fanta Ranking:..........................................................................................................................................2
FANTA ADVERTISEMENT 2013..............................................................................................................2
TVC Analysis................................................................................................................................................3
Target Market................................................................................................................................................3
Sound............................................................................................................................................................3
Editing...........................................................................................................................................................3
Message........................................................................................................................................................3
Positioning....................................................................................................................................................4
Product Announcement.................................................................................................................................4
Market Share.................................................................................................................................................4
Competition..................................................................................................................................................4
Reactive or Proactive....................................................................................................................................4
Product Feature.............................................................................................................................................4
Communication.............................................................................................................................................5
Conclusion....................................................................................................................................................5

FANTA
Fanta is a global brand of fruit-flavored carbonated soft drinks created by The Coca-Cola
Company. There are over 100 flavors worldwide. The drink originated in Germany in 1941. In the
UK, Fanta is a rival to Mirnida made by Pepsi. It is introduced in 1940, Fanta is the second oldest
brand of The Coca-Cola Company and the second largest brand outside the US. Fanta Orange is
the leading flavor but almost every fruit grown is available as a Fanta flavor
somewhere. Consumed more than 130 million times every day around the world, consumers love
Fanta for its great, fruity taste.

Parent Company: Coca Cola

Name: The name Fanta was extracted from the world Fantastic
Category: Beverages
Sector: Food Product
Tag Line/ Slogan: Fanta Khol Mazay Mein Dol
Fanta Ranking: Fanta ranks third among sparkling beverages for Coca-Cola Pakistan.

FANTA ADVERTISEMENT 2013

TVC Analysis
This is the recent TVC of Fanta, which is an animated advertisement to create a unique positioning
in market and to attract the target market which is mostly Fun loving Youth. It is made by Fanta
creative agency named Soho Square, the original animation and jingle of this TVC was adapted
by Soho Square in Pakistan from an international concept. The different elements like the Minare-Pakistan, kites and bun kebab, Rickshaw is add to relate it with Pakistani audiance. The jingle
was also twisted to fit in with the phrase, Fanta khol mazay mein dol. This campaign of Fanta is
based on the perception of busy routines of customers and they have no time for play and fun.
Hence Fanta decided to introduce fun and masti in their lives. The core idea of this add is showing
that opening up a Fanta bottle adds excitement in life of teens. This TVC is analyzed on the base
of some following marketing concepts.

Target Market
In this TVC Fanta is targeted at teens. Its personality is fun and animated. It is focusing on the fun
loving youth which is shown as a music band, some youngster enjoying food and fashionable girls
doing Masti.

Sound
Diegetic Catchy sound track is used to attract the fantasy lover youth specially teens.

Editing
Quick duration shot as full TVC of 31 sec and happy effects to all characters. Fanta even use sex
appeal in this Fanta advert by using some funky look of girls, to further reach the audience.

Message
This campaign is based on the vision that our consumers today have forgotten the importance of
play as they are so busy in their routines. Hence Fanta decided to introduce fun and masti in
their lives.

Positioning
Fanta personality is fun and lively and the vision is to spread playfulness in the world. They create
an image of Masti in customer mind about its product like is shown by its slogan also Fanta
khol mazay mein dol.

Product Announcement
They are introducing their product for Thrilled teenagers, the core idea of TVC is that opening up
a Fanta bottle enables teens to experience the great taste of Fanta and make their lives bubbly and
playful.

Market Share
Fanta is ranked as the third biggest brand of Coca Cola Company in Pakitan.

Competition
The main rival of Coca Cola in the soft drink industry is PepsiCo. However the race is pretty one
sided because the Coca Cola is power abuser in world. So the main competition of Fanta is with
Mirinda a sub brand of PepsiCo. Mirinda is also targeting youth by the tag line Jee lo Apni FUN
Side. In this advert of Fanta the main focus is also on Fun and Masti which is according to its
competitor strategy.

Reactive or Proactive
The Fanta is doing reactive marketing by focusing on the image of its product which is Fun and
Masti and also considering the competitor strategy of targeting youth.

Product Feature
This TVC is also focusing its product feature by using jingle words and catchy effects like Dunia
dikhay Orange wonderful is explaining it is an orange flavor, naughty naughty bubble is
explaining the taste of soft drink.

Communication
This TVC is communicated through different channels, most focus is on sports channels, music
channels like 8xm and Cartoon Network. As these channels are in hit list of teens so in this way
more customer can be attracted towards Fanta. However this advertisement is communicated many
TV channels of Pakistan.

Conclusion
Fanta (classified as a sparkling drink) recently launched a new
campaign Fanta Khol Mazay Mein Dol with an animated TVC and a
catchy jingle. Fanta is the biggest competitor of Mirinda which is
also focusing on youth by Jee lo Apni FUN side Although the
TVC of Fanta is an of the international concept, the Fanta creative
agency Soho Square has added certain Pakistani elements such as
cart, a rickshaw, Bun Kabab and the Minar-e-Pakistan. This TVC is
analyzed on different points in this report.

STRATEGIC MARKETING
TVC Analysis
FANTA

Submitted To:
Gul Zehra
Submitted By:
Saba Khan
Semester: MBA V
Submitted On:
December 6th, 2013

Fatima Jinnah Women University The Mall Rawalpindi

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