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Fanta Sugar Free

Fanta Sugar-Free

In the contemporary business environment, global brands have emerged to create increased competition and a corresponding competition among global companies (Rawal 2013). At the same time, the contemporary markets have become increasingly complex, and the consumers tend have divergent (Czinkota & Ronkainen 2012; Onetti et al., 2012). Target audience, market trends, and value addition, have defined a brand’s global competition. This retrospect paper seeks to conduct a brand analysis to understand its branding attributes.

Product Description

Fanta Sugar-Free is such a brand that the company is producing lately and is being discussed in this paper about its audience. Fanta Sugar-Free is produced and packaged in bottles especially the plastic bottles and also cans in different quantities; that are in half a liter, one liter, two liters and so on, the most common quantities are the 370ml and the 600ml which are cheap for everyone. The product has features and the quality those other brands in other companies do not have hence it is a unique item in the market with patent rights hence cannot be reproduced in the same way by other companies (Rawal 2013). The features distinguishing the brand from others include the different colors of the brand existing in the market and the company’s logo on the bottle, the features different it from products such as Pepsi produced by PepsiCo Company, and products from Jones Soda Company.

Target Audience

Most companies have their product controlled in the market to maintain their customer base. Coca-cola company controls its products overall, but Fanta Sugar-Free has its target market of elderly people and those suffering from diabetes and heart-related diseases (Peng 2015). Unlike other soft drinks which have much sugar, Fanta Sugar-Free as the name suggest has zero sugar content; this is more suitable for the group which according to the world nutrition report these kind diseases are increasing every time making the market for the sugar-free drink to increase. The brand also targets a group of young people of between the age of 12-24 because of their lifestyles and easy accessibility through its ways of advertising. The young people consist of a large percentage of consumers for the soft drinks due to their lifestyle; Fanta Sugar-Free advertises their products with regards to the joints enjoyed by young people where they are easily found (Rawal 2013).

Fanta Sugar-Free as the name sounds is a soft drink made by the coca cola company containing less sugar; it is a brand of the large Fanta product produced by the company having several brands that are bought by customers. The brand has features and the quality those other brands in other companies do not have hence it is a unique item in the market with patent rights hence cannot be reproduced in the same way by other companies.

The target market for the Fanta Sugar-Free form coca cola company is the elderly and sick people. This brand unlike other brands of the same Fanta product has less sugar; this is ideal for the elderly people who do not need much sugar and those people who are sick especially those diabetic individuals. This group of people are chosen because of their benefit that can be derived from this brand considering their health issues as old age is also associated with several illness that does not need much sugar. In the present day health situation, this target audience is able as it is broad and, therefore, will be able to satisfy the brand’s objectives intended by the company.

The changing trends in the society mean adjusting the product towards the reality in the market. Some of the trends expected in 2016 about customers include; the status tests, contextual omnipresence, beneficial intelligence, insider trading, and perspective shifts (Negrete-Pincetic et al., 2016).

  1. The Growth of Water, Energy and Sports Drink Brand

Focusing solely on carbonated drinks is an outdated strategy, as suggested by Pepsi CEO Indra Nooyi. Evidently, competitors such as Pepsi among other beverage companies are compelled to develop healthy drinks, where products such as Organic Gotarode are yet to be released (Taylor, 2016). Coca-Cola on the other hand, expects to roll out sparking water and sparkling Minute Maid, which emphasized positive health, as opposed to sugar and calories (Taylor, 2016).

  1. Reworking Recipes

Whereas companies are compelled to the create brands of new healthy drinks, reformulation is necessary both on product and package itself. The number of calories that are consumed by the population is various countries will have to reduce considerably. A bold statement in any industry where historically, the cutting of calories implies reduced sales. Moderation will be paramount, and the beverages will be a part of it necessitating for reformulation and shift consumers to lower calorie offering (Taylor, 2016).

Level of the Brands

Coca-Cola brand name is renown given its years in the soft drink industry. Arguably it has created products that are authentic and targeted towards specific consumes. Imitation of the products will not only create a much appealing and tasty product but have a lesser value of the product.

  1. Expected

Divergent characteristics such as Taste, brand positioning, and value proposition differentiates Fanta Sugar-free from competing products. Evidently, a taste of the products reveals quit a different taste from the average carbonated drink; owing to its ingredient formula.

  1. Augmented

Presumably, Fanta Sugar-Free offers reduced calories and sugar to the consumer. Hence, it creates an appealing health drink to its consumers.

Two New Added Value

  1. Product Packaging

To increase the sustainability of the brand to the target market, packaging of the product should be improved (Wilkins 2014). The packaging should be in line with the customer’s desires and demand; it is important to ask the customers for how they need the Fanta Sugar-Free to be bottled regarding smaller can sizes. Whereas Coke has produced a more personalized brand (personalized names), it is paramount that it creates a smaller package.

  1. Healthier Drinks

Increased healthier drinks concerns should compel Coke to add healthier drinks and water in their portfolio. Whereas it would target healthy oriented consumers, it would showcase its health-oriented concerns to human health. This could range from a variety of Fresh fruits (mixed fruits) to bottled water for domestic and commercial usage.


Czinkota, M., & Ronkainen, I. (2012). International marketing. Cengage Learning.

Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.

Negrete-Pincetic, M., Olivares, D., Henriquez, R., & Wenzel, G. (2016). TC-CCPS Newsletter. TC, 1(1).

Wilkins, M. (2014). When and why brand names in food and drink? Adding Value (RLE Marketing): Brands and Marketing in Food and Drink, 15.

Rawal, P. (2013). AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps. IRC’s International of the multidisciplinary journal of research in social and management sciences.

Onetti, A., Zucchella, A., Jones, M. V., & McDougall-Covin, P. P. (2012). Internationalization, Innovation and entrepreneurship: business models for new technology-based firms. Journal of Management & Governance, 16(3), 337-368.

Peng, M. (2015). Global business. Nelson Education.

Taylor, K. (2016). The 4 biggest ways American beverage consumption will change in 2016. Business Insider. Retrieved from