Competitive Analysis of Diet coke, Orangina and Red Bull

Résumé du document

In November 2009, the Japanese group Suntory bought Orangina-Schweppes. Founded in 1899, Suntory was the pioneer in whisky manufacturing in Japan. Throughout the years, it built up an international recognition. Soft drinks and food goods enabled it to become a diversified drink and food manufacturer. Orangina is a sparkling fruit drink with a bottle that has become a world famous icon. Orangina is at the third place in the soft drink market.

Two or three key features of the product or service: Orangina is available with different flavors which are represented by different characters. The shaking concept provides all the fun of a soft drink in a healthier way. The brand uses different raw materials such as plastic, cans or glass, and also offers different volumes such as family pack or takes away bottle. The beverage is pulpy, juicy and zesty.

Estimated age and gender of the target audience:
They target in general the young people and the characters they use target more precisely a gender. For example the chameleon targets young boys from 15 to 20 years old; the bear targets athletes from 20 to 35 years old; they don't target women who have children, etc

Extraits

[...] Where is the product ADVERTISED? - RADIO : ON NRJ FOR EXAMPLE, AND THE BRAND SUPPORTS MUSIC EVENT ; - Television : with cartoon spot , Red Bull TV ; - On the Internet : Social Network as Facebook, On the web site, with all the video of Sponsored events (mostly sport), Games, e-commerce ; - In the street: with Red Bull Cars, Tastings of mini cans ; - In stores with promotion ; - The night : on clubs, or create their own event ; - Magazines : with the Red Bulletin and in specialized sport magazines ; - Sport event : such as Air race, International freestyle motocross, Cliff diving all king of sport What are the strengths and weaknesses of their ADVERTISING? [...]

[...] Competitive Analysis of Diet coke, Orangina and Red Bull Competitive Analysis Name of PRODUCT: Diet coke PARENT COMPANY COCA COLA COMPANY IS THE WORLD LEADING BRAND ON THE NON ALCOHOLIC BEVERAGE MARKET. THE GROUP OWNS A WIDE RANGE OF DIFFERENT BRANDS SUCH AS FANTA, SPRITE, MINUTE MAID, NESTEA AND OTHERS. THE MOST POPULAR IS, OF COURSE, THE COKE FAMILY. THE COCA COLA ENTERPRISE IS AN INTERNATIONAL COMPANY, KNOWN ALL AROUND THE GLOBE. THE DIET COKE, OR COCA COLA LIGHT IN FRANCE, WAS LAUNCH IN1982. [...]

[...] FOUNDED IN 1899, SUNTORY WAS THE PIONEER IN WHISKY MANUFACTURING IN JAPAN. THROUGHOUT THE YEARS, IT BUILT UP AN INTERNATIONAL RECOGNITION. SOFT DRINKS AND FOOD GOODS ENABLED IT TO BECOME A DIVERSIFIED DRINK AND FOOD MANUFACTURER. ORANGINA IS A SPARKLING FRUIT DRINK WITH A BOTTLE THAT HAS BECOME A WORLD FAMOUS ICON. ORANGINA IS AT THE THIRD PLACE IN THE SOFT DRINK MARKET. Two or three key features of the product or service ORANGINA IS AVAILABLE WITH DIFFERENT FLAVORS WHICH ARE REPRESENTED BY DIFFERENT CHARACTERS. [...]

[...] Competitive Analysis Name of PRODUCT: RED BULL Parent company THE RED BULL COMPANY IS AN AUSTRIAN FIRM, LEADER IN THE ENERGY DRINKS MARKET. two or three key features of the product or service RED BULL IS AN ENERGY DRINK; THE LOGO IS WELL KNOWN AND SYMBOLIZES THE STRENGTH OF THE BULL. The drink is associated with the vigor of young people. There are three variety of the product: - Red Bull Classic - Sugar free - Red Bull Cola The price of the drinks is high. [...]

[...] Two or three key features of the product or service THIS PRODUCT IS SUGAR-FREE; IT TASTES THE SAME FLAVOR THAT THE ORIGINAL COKE, WITHOUT CALORIES. THAT'S WHY IT IS CALLED DIET OR LIGHT, SO WITH LESS SUGAR IN. FURTHERMORE, THE DIET COKE BEVERAGE IS DIVIDED IN SEVERAL FLAVORS: Image : The brand uses different raw materials such as plastic, cans or glass, and also offers different volumes such as family pack or takes away bottle: Image : Estimated age and gender of the target audience: THE BRAND TARGET MOSTLY WOMEN, EVEN IF THERE WAS SOME ADVERTISING CAMPAIGN TARGETING MEN. [...]