Fanta Jelly Fizz Marketing Strategy

Running head: FANTA JELLY FIZZ MARKETING STRATEGY
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Fanta jelly fizz marketing strategy
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FANTA JELLY FIZZ MARKETING STRATEGY 2
Table of Contents
Table of Contents........................................................................................................................................2
Introduction.................................................................................................................................................3
Promotional Activity Planning....................................................................................................................4
Product and Company Identification.......................................................................................................4
SWOT Analysis for the Product..............................................................................................................6
Promotional Activity Definition..............................................................................................................7
Work plan................................................................................................................................................8
Co-coordinating the promotional activities................................................................................................10
Role and responsibilities of various people in the team.........................................................................10
Budget...................................................................................................................................................11
Korean native speakers to lead the project team....................................................................................12
External Networks.................................................................................................................................12
Korean Company...................................................................................................................................13
Need to prolong our stay in Korea after the showcase...........................................................................13
Korean media........................................................................................................................................13
Cultural aspects to be addressed............................................................................................................14
Conclusion and recommendations.............................................................................................................14
References.................................................................................................................................................15
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FANTA JELLY FIZZ
Introduction
The main aim of the report is to introduce Fanta Jelly Fizz, a soft drink by Coca-Cola
South Pacific, to the Australian Food and Beverage and Consumer Product Showcase taking
place in Seoul, South Korea in April 2017.The key purpose of the project was to enhance the
quality of the Fanta brand and creation of Australian product awareness into the Korean local
market as well as build networks and links with the Korean food and beverage and consumers
sectors.
In the facilitation of the project, a team of three people was chosen to participate in the
showcase. The team consisted of one project coordinator and two sales staff. The project needed
a lot of time to plan and execute. Thus, the project timetable was coined two months before the
actual showcase and was followed keenly until the end. In the process, there were a lot of
activities to be undertaken ranging from the market research to the initiation of the main plan,
making an application to participate in the showcase, preparation for the promotional activities,
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selecting and training of the candidates to facilitate the sales process, choosing the local Korean
company to partner with, building and creation of network in the Korean market.
Promotional Activity Planning
Product and Company Identification
Fanta Jelly Fizz is pure and refreshing soft drink from Coca-Cola South Pacific Pty Ltd
which is an indirect wholly owned subsidiary of the Coca-Coal Company in Australia (Coca-
Cola, 2017). The main function of the Coca-Cola South Pacific Limited is to provide the
marketing, technical and quality services to the Coca-Cola Company in Australia (Coca-Cola,
2017). Coca-Cola Pacific Limited operates directly in contact with Coca-Cola Amatil Limited
which is the authorized producer and distributor of the Coca-Cola Company’s beverage brands
and products in Australia. Coca-Cola South Pacific can be found at Coca-Cola South Pacific
Level 9, 40 Mount Street North Sydney NSW 260, toll line free 1800 025 123 0r (+61 2)
94368818 for people from overseas or visit their website www.coca-colajourney.com.au (Coca-
Cola, 2017).
The mother company Coca-Cola is the world’s biggest beverage company which engages
in refreshing their customers with over 500 tasty and refreshing brands and over 3800 types of
beverages for consumers to choose (Coca-Cola, 2017). With Coca-Cola brand leading others as
one of the most valuable and recognizable brands, Fanta also joins other billion-dollar brands
like Diet Coke, Coca-Cola Zero, Vitaminwater, Sprite and Powerade. Through its world's biggest
beverage distribution mechanism, Coca-Cola remains the No. 1 provider of refreshing and
sparkling drinks and beverages. In a single day, it is estimated that Coca-Cola serves its
beverages to more than 1.9 billion people around 200 countries globally (Coca-Cola, 2017).
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Fanta Jelly Fizz comes in raspberry and orange flavours exploding with taste. It is a soft,
delicious and liquid jelly blended with juicy liquid jelly pieces (Inside, 2017). Having been
launched in Japan and Honk Kong some few years ago, the team in Australia saw the new to
replicate the idea in the Australian local market in order to counter the competitive business
environment.
The product has been prepared and designed to tap and awaken the Aussies taste buds
through texture, touch, taste and smell (Martin, 2017). The product launch is part of Fanta’s goal
to shake up the soft drink and ensure that teens are having fun with the brand in 2017. Having
targeted the teens who are looking for new interactive experiences, Coca-Cola South Pacific is
striving to match its brand with fun and innovation to meet the market demands (Coca-Cola,
2017).
The product can mostly be found in 200ML single cans is found across Australia. It is
produced with the interests of teens at heart. Having been established that teens know Fanta than
anybody else, the new product launch campaigns is meant to hand them the brand by
encouraging them to freely express themselves, engage their friends in the campaign and ensure
that they have fun with the new product.
Since its launch, Fanta Jelly Fizz with Orange and Raspberry flavours has continued to
do well in the Australian market and the target is to become the best ahead of the competitors by
engaging in more marketing campaign (Martin, 2017). One of the main campaign activity is to
ensure that the company participates in the Australian Food and Beverage and Consumer Product
Showcase taking place in Seoul, South Korea.
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SWOT Analysis of the Product
Strengths
A well-established distribution mechanisms and sales network
Company’s financial capability to steer the brand campaign
Well established business experience and networks in the beverages market.
Weakness
Low brand awareness for the newly launched Fanta Jelly Fizz.
Higher financial investment in marketing and creation of brand awareness for the new product
Opportunities
The launch of the new product to add to a number of other brands available
The Coca-Cola’s worldwide brand recognition
Growing global market giving them an opportunity to market and sell their product to other
countries.
Enough capital in terms of finances to help in funding the brand awareness campaign
Threats
The growing competition in the Australian market as well as the global market from other
companies like Cola
Price changes due to fluctuating global economies
Increasing costs of operation in trying to market a new product
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Promotional Activity Definition
While operating in a foreign country, people tend to be afraid of the imported new
products (Wild et al., 2014, pp. 86). While trying to introduce a new product in a foreign
country, then the company must work tirelessly to attract and retain new customers and also get
to identify key companies to work with abroad (Cavusgil et al., 2014, pp. 80). Hence, the
company is supposed to present their product in the new market in a more composed and creative
manner in order to attract new consumers for their products in the new country (Shenkar et al.,
2014, pp. 50). Coca-Cola South Pacific has strived to design its promotional activities in such a
way that it uses advertising, promotional activities and use of personal selling (Hajli, 2015, pp.
35). Therefore, we have agreed to use mass media and new media to advertise and promote our
product one month before the actual showcase day.
Media
Facebook, YouTube and Twitter
Currently, online marketing is most common because of the higher levels of interaction
and consumer engagements, low cost of maintaining online campaign and also convenience.
With millions of people using social media, it is easy to ensure that they are aware of your latest
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marketing activities through postings and ensuring that you interact with them to get their
reaction and responses about the product (Stelzner, 2014, pp. 26).
Television adverts
TV ads can be described as short, efficient and eye-catching information about a product
advertised. They include videos, films and video features. Although TV adverts are not specific
to Facebook where we can filter the audience, TV ads can reach a huge number of people at
once. Therefore, as a team, we decided to use Korean celebrities and teens to share the TV
adverts on their social media pages (Wimmer and Dominick, 2013, pp. 108).
Work plan
One project coordinator and two sales staff
Therefore, a flight ticket from Sidney to Seoul and back costs business class about AU$ 3700 per
person.
The total is 3700*3= AU$11100 including taxes and fees.
It is important to note that the team needs to arrive in Seoul two weeks before so as to
familiarize with the environment and identify key Korean people to help them in translation and
customer engagements. Hence the accommodation for one person is AU$130 per day.
The total is 130*3*14= AU$5460.
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It is imperative to note that we also need to secure the services of a group of interpreters
whose main role is to translate what a client says and vice versa. In conclusion, the goal of
having an interpreter is to make sure that our team of staff and the customers in Korea are
communicating effectively to steer and drive a successful marketing and brand awareness
campaign.
The travel interpreters will help our team to navigate through the complicated business
environment and help our clients in all meeting so as to bring a mutual understating between us
and our clients in Korea. The interpreters will act to link our cultures by helping in merely
everything ranging from the ordering of Fanta Jelly Fizz drinks to closing of business deals
between our team and the Australian companies. The interpretation will also be necessary during
the interviews, event hosting, visiting of various places and also meet-and-greet.
The sole purpose of this event is to help the Coca-Cola South Pacific in maximizing and
increasing our export opportunities to other countries, increasing our market share and
consequently growing our economy. The event will also help our company to grow by meeting it
set growth goals and objectives. Lastly, the event will help Coca-Cola Pacific in increasing their
export supplies to meet the increasing value of consumer products from the growing economies
of various countries in Asia and Europe (Shenkar et al., 2014, pp. 50).
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Co-coordinating the promotional activities
Role and responsibilities of various people in the team
Project Coordinator
To ensure that also the budget for the whole project is well prepared and finances remitted when
required.
Guiding the entire team in achieving the goals and objectives of attending the event
Taking part in securing and signing of business agreements and deals
Making sure that he/she participates in the selection and identification of various people like
interpreters and celebrities to steer the campaign.
Advising the sales staff accordingly during the whole process.
Organizing and chairing all the necessary events during the showcase process.
Sales Staff
They will be involved in showing and explaining how the product is being used. For instance,
you need to shake Fanta Jelly Fizz ten times before use.
Explaining to the consumers the nutritional benefits and the usefulness of the product.
Helping the consumers with clarification on all the information they need.
Celebrities and Teens.
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Posting and sharing their product reviews on their social media pages
Sharing the links to various television adverts about the products on their social media pages
Interpreters
To help in facilitating a successful communication between the team and the Korean clients on a
various situation before, during and after the showcase
They will also help in cultural-liaison to guide in unifying the two cultures to facilitate a product
showcase.
Budget
People and particulars Each(AU$) Total(AU$)
1 project coordinator and 2
sales staff
Flight tickets,
accommodation and personal
expenditure
8520 25560
3 Celebrities and 2 Teens
Posting and reviewing the
product on the social media
pages
2000 10000
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3 Interpreters
Helping in facilitating
effective communication
1500 4500
Total 40060
Korean native speakers to lead the project team
Since we did not any native person from Korea on our team, we decided to hire some
three people to lead and guide our team. The main role of these native speakers is to facilitate a
smooth communication between the Korean people and our Australian team.
External Networks
Through the Australian Department of Foreign Affairs and Trade, the government is able
to manage its foreign relations and trade policies with other countries by moving forward the
Australian’s government and people’s interests. Therefore, we need to seek to network with such
an arm of the government in order to be able to ensure that the government protects our interests
through global stability and economic growth purposely to boost our export business.
Korean Company
As a representative from Coca-Cola South Pacific, we made sure that we sign an
agreement with one of the leading stores in Korea to stock and sell our products. Established in
1979, Lotte Department Store is one of the biggest retail store in Korea having consolidated up
to 8 outlets in Seoul alone. Lotte Department Stores is located in the heart of the Korean city
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offering effective transport for products. Therefore, we reached an agreement that Lotte
Department Stores is the most convenient company to sell and promote our products in Korea.
Need to prolong our stay in Korea after the showcase
As a team, we saw the need to stay longer in Korea in order to get the most out of our
prior meeting and agreement with various partners in Korea. We needed more time to clearly
study and understand the Korean market with an aim of doing more research to help in
understanding the foreign dynamic market (Cavusgil et al., 2014, pp. 78). Moreover, we needed
some more time to study and review the impact of our promotional activity to our products as
well.
Korean media
Being known for local entertainment and sports programs targeting young people, KBS1
is the leading channel of the Korean Broadcasting System. Our Fanta Jelly Fizz is a product
targeting the young people across the globe and thus this station being watched mostly by young
people, we were confident that the message would reach the right people (Wimmer and
Dominick, 2013, pp. 110). In addition, we chose to use the media since it is the only channel in
Korea that offers to air commercials for free thus reducing the cost of the whole promotional
campaign.
Cultural aspects to be addressed
It is essential to note that South Korea has ranked 17th among biggest economies in the
world growing at a rate of 5.4% (Duncan, 2016). The country has also a higher wage level
compared to other countries. The literacy level is high and the people are technically qualified.
Despite the ageing population, the country’s productivity is generally high. Therefore, with the
growing economy, it is important to ensure that Coca-Cola South Pacific takes advantage of this
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growing economy to increase the sales of their product in Korea and gain a substantial consumer
base (Muruganantham and Bhakat, 2013, pp. 149.
Conclusion and recommendations
We recommend that with the growth in the digital era, the company should heavily
engage in online marketing to increase brand awareness and consumer base (Schütte and
Ciarlante, 2016, pp. 30). The company should also engage highly in creating more partnerships
with more outlets in Korea to ensure that we increase our sales. With Korea’s economy growing
tremendously and relying on imports, the company should take advantage of this and ensure that
they heavily export more products to Korea (Lee et al., 2013, pp. 15).
The report explores the promotional activity used to promote Fanta Jelly Fizz, a soft
drink by Coca-Cola South Pacific. It involves the techniques used to promote the brand in Korea
during the Australian Food and Beverage and Consumer Product Showcase taking place in
Seoul, South Korea. Therefore, we have explored the whole process to facilitate the effort to
introduce and promote the Australian product in the Korean market.
References
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Cavusgil, S. T., Knight, G., Riesenberger, J. R., Rammal, H. G., & Rose, E. L.
(2014). International business. Pearson Australia, pp. 67-90.
Coca-Cola. (2017). About Us. [Online] Retrieved from: < https://www.coca-
colajourney.com.au/contact-us > [Accessed on 1 May 2018]
Coca-Cola. (2017). Fanta. [Online]. Retrieved from <
https://www.coca-colajourney.com.au/brands/fanta > [Accessed on 1 May 2018]
Duncan, G (Sep 2016). The world’s top 100 economies: 31 countries; 69 corporations. The
World Bank. [Online] Retrieved from: < https://blogs.worldbank.org/publicsphere/world-
s-top-100-economies-31-countries-69-corporations > [Accessed on 1 May 2018]
Hajli, N. (Ed.). (2015). Handbook of research on integrating social media into strategic
marketing. IGI Global, pp. 23-50.
Inside, F (Feb 2017). Fanta adds Jelly Fizz and Sour Tingle flavours. The Inside FMCG.
[Online] Retrieved from: < https://insidefmcg.com.au/2017/02/22/fanta-adds-jelly-fizz-
and-sour-tingle-flavours/> [Accessed on 1 May 2018]
Kang, K. (2013). The choice of export destinations and its determinants: evidence from Korean
exports. The Korean Economic Review, 29(1), 139-160.
Lee, S. B., Kotabe, M., Yoon, A. H., & Kwon, K. H. (2013). Export strategies and performance
of small and medium-sized enterprises. Journal of Korea Trade, 17(1), 1-24.
Martin (March 2017). Fanta Jelly Fizz. Morsels. [Online] Retrieved from: <
http://morsels.com.au/fanta-jelly-fizz-hmm-they-promised-that-the-can-wouldnt-explode-
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although-that-might-have-been-a-more-entertaining-experience-its-not-pleasant-to-look-
at-in-a-glass-user-your-imagination-and/ > [Accessed on 1 May 2018]
Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying
behavior. International Journal of Marketing Studies, 5(3), 149.
Schütte, H., & Ciarlante, D. (2016). Consumer behaviour in Asia. Springer, pp. 12-45.
Shenkar, O., Luo, Y., & Chi, T. (2014). International business. Routledge, pp. 34-66.
Stelzner, M. (2014). 2014 Social Media Marketing Industry Report. Social media examiner, 1-
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116.
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