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Datamonitor Premium Research Reports17 page (6859 word) report
published Aug 20, 2009
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| Abstract: | Introduction
This report on the Fanta Furufuru Shaker series forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how a novelty idea is used to create a successful innovative product in the competitive soft drinks market.
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| Brief Excerpt: | ...Coca-Cola's Fanta Furufuru Shaker, a carbonated jelly drink range launched in Japan in April 2008, has been a success. The "shake before you drink" concept was a novelty factor that effectively captured consumers' imagination and attention prior to its official launch, and the unique combination of a carbonated soft drink and a jelly formation appealed to both adult consumers and teenagers. This product range has reinforced Fanta's position in the market, and its image associated with fun and humor. SUMMARY...
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| Report Type: | Company Report
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| Industry(ies): | Consumer
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| Free Sample: |
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| Format: | | PDF |  |
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| Table of Contents: | DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Consumers are looking for more indulgent and exciting new products even during the economic downturn 2
Consumers are seeking more new experiential challenges and are increasingly adventurous 3
Consumers' desire for new experiences and products does not show a trend of diminishing during economic downturns 3
Sales of carbonated drinks have been reported to be on the rise during the economic downturn 4
Fanta's Furufuru Shaker range demonstrates a revolutionary idea for carbonated drinks 5
The key feature of Fanta's Furufuru Shaker range is that it is a "fizzy drink that needs to be shaken before consumption" 6
Furufuru Shaker's marketing campaigns are targeted at teens and are connected with student life and a fun image 7
The Furufuru range has been a huge success, prompting the launch of more jelly drinks 7
Behind success: the Furufuru Shaker range effectively captured consumers' attention and offered a new consumption experience 9
Breaking the taboo of shaking a carbonated drink is effectively used as the novelty factor 9
The marketing campaign created a strong impression among consumers and triggered trial consumption, which effectively converted anticipation into actual purchases 9
The innovative Furufuru Shaker range has strengthened Fanta's brand image 12
Looking ahead: implications and future potential 12
The Furufuru Shaker range has created a new segment in the sector and encouraged new consumption occasions as a satiety inducing dessert-beverage 12
Jelly drinks could be further expanded into other markets outside of Japan 13
Maintaining the momentum of the range's success is crucial to its continued expansion 14
Conclusion 15
APPENDIX 16
Case study series 16
Methodology 16
Secondary sources 16
Further reading 17
Ask the analyst 17
Datamonitor consulting 17
Disclaimer 17
List of Figures
Figure 1: Only 29% of global consumers state they rarely or never experiment by trying new food and drinks 4
Figure 2: Japanese households are spending more on carbonated drinks 5
Figure 3: Shake before you drink is the novelty feature of the Fanta Furufuru Shaker range 6
Figure 4: The initial marketing campaigns also focused on the shake before you drink feature 6
Figure 5: Fanta's marketing has featured the theme of school life to gain the appeal of its target teen audience 7
Figure 6: More varieties have been added to the Furufuru Shaker range since its launch 8
Figure 7: Many beverage products, from juice to coffee and alcoholic drinks, have adopted the format of jelly drink 8
Figure 8: The joint promotion between McDonald's Japan and the Fanta Furufuru Shaker, plus an intensive TV commercial campaign, boosted consumers' awareness 10
Figure 9: Awareness and trial purchase of Fanta Furufuru Shaker Orange showed noticeable increase after one month 11
Figure 10: The Fanta Furufuru Shaker range effectively converted the high awareness it created into high evaluation and prompted purchase, particularly when it was first launched 11
Figure 11: The launch of the Furufuru Shaker range helped to invigorate Fanta's overall brand image 12
Figure 12: The Coffee Jelly Frappuccino launched by Starbucks has been offered beyond the Japanese market 14
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