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Thanks to your visit. Goodbye! and drink Orangina!

Introduction:

 This report will look at:-         Consumption-         Product taste-         Brand advantage -         Advertising 

Findings:

 21 people have answered my survey about their consumption of Orangina and their point of view about the Orangina brand.85.7% (18 people) consumed Orangina to 14.3% (3 people) who do not consume Orangina. We can say that the majority like Orangina soda.The two more important criteria for choosing Orangina are the Taste and the Pulp which are very representative of Orangina. The colour and Brand image are only alternative reasons.A majority of people consumed Orangina at home then in bars or cafés but any result was under represented which means that the consumption of Orangina is varied in terms of places of a way rather equal.Almost every size is used in an equal way, the less used is the small plastic bottle that is a new size. Big bottles are use at home but other sizes could be found in cafés, at home, in vending machines. Fast food restaurants use paper cups.The percentage which catches my attention in this table is that nobody has ever tasted Orangina classic and 95% of people asked like this product. And 71% of people have tasted and liked Blood orange. But other brand products are badly-known by consumers between 48% and 81% have not tasted these products. A lot of consumers don’t like Orangina Light Temptation:
Orange / Strawberry (24%), Pineapple / Lemon (19%), Peach / Citrus fruits (29%). But some consumers like the two new Orangina products: Orangina Fire 14% and Ice 29%.Orangina is consumed for occasional event; nobody consumed Orangina every day but a majority of people like drink to, Orangina 2 or 3 times per month (76.2%).People asked have the image that Orangina is a fun brand and that it has a very French identity.  Furthermore they think that Orangina is rather looks like Coca Cola and it is a brand for teenager. None of the quotations corresponds to the idea that the consumers are made of its brand.In majority, people (50%) think that pulp it is a real advantage for this product, 25% of people buy Orangina for pulp and 30% do not like pulp. The pulp is an important factor of differentiation between Orangina and other soda brands.The words funny, original often return in quotations. Attractive, dynamic, fun, shake before opening, are positive words to qualified Orangina but weird, old fashion are rather negative quotations. In general people have a good image of Orangina; it corresponds of the image given by the advertisers.Orangina advertising is well-known and appreciated by public, people have a good memory about these commercials. Only the last one is not remembered by consumers. Many people do not like Orangina commercials. 

Conclusion:

 Orangina is well-known by the public and really appreciated for its commercials or its products. Only one person does not like Orangina out of 21. All people like Classic Orangina. This brand has a good French and funny image. It is not a soda consumed every day like Coca cola but it is appreciated at home or in café to sample a fresh and attractive drink. The pulp is an advantage of its brand; this is the only one soda with pulp sold in drink department. The new products are badly known and not really appreciated like Orangina Light Temptation Peach / Citrus fruits and Orangina Standard light.

Orangina is different as others soft drinks brands, because Orangina is a combination of differentiation criteria: -         A Southern market-         A unique design-         A weakness which is transformed into key point: the pulp stuck in the heart of the bottle. Orangina diverted this problem to create a playful advantage: "shake, shake me!" For theses reasons, Coca-cola the principal competitor of Orangina what by this French successfully brand. 

In December 17th, 1997: coca-cola and Pernod-Ricard signs a letter of intent for the transfer of Orangina to the American group.In December 22nd, 1997: both groups announce officially the deal.In March 17th, 1997: the operation is notified to the Minister of the Economy.In May 7th, 1997: the Minister seizes the council of the Competition.In July 29th, 1997: the council returns a negative opinion.In September 17th, 1997: the Minister refuses the operation.Autumn, 1998: coca-cola seizes the Council of State in appeal for abuse of power of the Minister of the Economy.In April 9th, 1999: the Council of State throws back the appeal presented by Coca-cola.In June 4th, 1999: coca-cola notifies definitively its new offer.In November 24th, 1999: after the second negative opinion of council of the Competition, the Minister classifies definitively the project. 

Why Pernod-Ricard want sell Orangina?The situation of Pernod-Ricard is difficult because the stock exchange is only increasing these last years, and the title Pernod-Ricard, decreases regularly. There is an absolute necessity to increase the capital of the company. But, Pernod-Ricard refuses to get into debt and to be able to develop, it seems clear that she needs some money with a possible sale of Orangina.Pernod-Ricard has to concentrate on its basic professions, that is buy big brands of liqueur and sell Orangina. 

Conclusion: The refusal of the council of the competition has abolished the possibility to create a giant of the soft drink but permitted at Orangina to keep its French image!

1953: First advertisement by Bernard Villemot for Orangina: visually very hardly, this peel of orange on blue bottom will sign all the communication.

1972: Orangina strengthens its identity with an original communication which it will not leave any more, around a news concept: the shake. First film TV "The trick of the barman ". 

1985: Launch in France of the first one TV program sponsored: Cocoricocoboy. 

1986: In Paris, Porte-Maillot, Orangina celebrates its 50 years by erecting a 23 metres bottle high and of 65 tons. 

1989: Orangina and TF1 launched the Lambada.

1992: First commercial diffused in all Europe: "the swing ". And Roland Garros is chosen as event of public relations.

1995: The same communication was adopted all over the world.The commercial: “le Flipper" was launched.

1999 : News commercial for Orangina Standard " Les décapsuleurs de l'espace ". And Orangina adopt a new logo more modern: 

Hello dear readers,I have created a marketing survey about Orangina to know your consumption your taste…Could you answer please at my survey and clique on this link:

http://www.surveymonkey.com/s.asp?u=608921943004

  God shaken visit on my blog!

Promotion:
The brand advantage is its advertisement. The Orangina advertisements are funny, well memorized and well recognized by all target segments.
Observe theses commercials:
An old Orangina commercial: They were already removed for 1974
http://kgalopin.free.fr/Download/Orangina/Orangina-old.mpg
 

The Pinball machine: What is the text, already?
http://kgalopin.free.fr/Download/Orangina/Orangina-jaune2.mpg
 

And: Red Orangina 2: But why he is also malicious?
http://kgalopin.free.fr/Download/Orangina/Orangina-rouge2.mpg
 

We can see a real evolution between 1974 and 2000 in advertising but product message was respected: Orangina must be shaking!!!

We can observe also an evolution of theses different advertisements between 1927 and 2001.
 

Orangina Marketing Mix, 4Ps: (First part)

Product:

The Orangina line proposes 3 segments:
-         Family with pulp pleasure :
·        Orangina Standard
·        Orangina Orange Sanguine
-         Light Pleasure:
·        Orangina Standard light
·        Orangina Light Temptation:  Orange / Strawberry ; Pineapple / Lemon ; Peach / Citrus fruits
-         Teenager with fun sensations:
·        Orangina Fire
·        Orangina Ice

Place:

 - EUROPE: Germany, Austria, Belgium, Bulgaria, Croatia, Denmark, Spain, Finland, France, Hungary, Ireland, Iceland, Italy, Norway, The Netherlands, Poland, Portugal, Czech Republic, Romania, Russia, Slovaquie, Slovénie, Switzerland, Sweden, Tchéquie, Turkey, United Kingdom, Lithuania
 

 - AFRIQUE / MOYEN ORIENT : Algeria, Angola, Saudi Arabia, Benign, Burkina, Cameroun, Chypres, Congo, Côte.d'ivoire, Djibouti, Gabon, Lebanon, Lybie, Madagascar, Mali, Morocco, Senegal, Tunisia.
 - ASIE / PACIFIQUE : Australia, Hong Kong, Mauritius, Japan, Malaysia, The Philippines, Singapore, Vietnam.

- AMERIQUE DU SUD ET CENTRALE : Guyana and all countries.

- AMERIQUE DU NORD : Canada, Mexico, the USA.
 

Today more than 26 countries could consume Orangina thanks to Cadbury Schweppes who distributed the small round bottle all over the world.
(In response to Mr Hill, Yes Orangina is sold in England!)
 

To attract young consumers Orangina created a game on the web site: www.toussecoues.com. The internet user must shake the Orangina bottle to reach a game competition to win CD. It must respond at simple questions like: What append when we shake an Orangina bottle?

Hello! My name is Gwen this is my blog I want talk about the marketing and advertising of Orangina brand. This blog is an English marketing project.

I wish present diffrents subjects about Orangina like: the adds, the Orangina idea product…

Good shaken visit!