Week 4: Fanta Social Technology Value Levers

This week I will be looking at how Fanta uses Enterprise 2.0 technologies to the company’s Marketing and Sales Strategies. Furthermore, I will look at the benefits and social technology value levers that used by Fanta to improve the company’s Marketing and Sales side.    

Fanta

Fanta is the second-oldest brand of fruit-flavoured soft drinks that has been created by The Coca-Cola Company. The drink introduced in 1941 and originated in Germany. There are different types of products such as Sunkist, Crush, Slice and Mirinda. Coca Cola imported Fanta to the Nazi Germany during World War II due to the difficulties they had.   


Sale and Marketing 

In the past few years, Fanta has been very successful in their marketing and sales side of the business however they have not had a successful campaign in social media. In order to be successful in social media side, Fanta needs to raise their campaigns, increase customer needs via social media to control the social technology value lever in marketing and sales. Fanta's main purpose was to get more people buying and talking about the brand and which helps them to be successful and compete with the business world. By using social media as a marketing and sales tool, Fanta had the capability of achieving their goals as quickly as they thought. With the help of the social media campaign, they were able to develop their relationship with the customers, reduce the expenses and increase their fan base.      

Affection of Growth of Fanta by using Social Technology Platform 

According to Hicken (2012), 2/3 of the Fanta's volume comes from teenagers in the United States and which help the brand to know that it is less health conscious than older teenagers. This has helped the company to reach them in a new way. Fanta has made a partnership with the Jenga Mobile application to reach out with new teenager customers spread the "less serious: campaign message.     

Now a day, it is a fashion to user a mobile phone and computer from their young age, Fanta also came up with the idea to make and keep interact with the customers via using Facebook and Twitter. Facebook has managed to gain 14,832,040 likes and the official Twitter account is available for you to interact which is @FantaFun.    

Reference

Hicken, M. (2012). Fanta is killing it while all the other big soda brands are in a slump. Retrieved from http://www.businessinsider.com.au/fanta-is-growing-while-most-of-the-soda-market-slumps-2012-3

Wikipedia. (2014). Fanta. Retrieved from http://en.wikipedia.org/wiki/Fanta