ORANGINA Il faut secouer sinon la pulpe elle

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ORANGINA «Il faut secouer, sinon la pulpe elle reste en bas - En cas

ORANGINA «Il faut secouer, sinon la pulpe elle reste en bas - En cas de soif, appelez Orangina » (for the literal transaltion = « Shake it, otherwise the pulp will stay behind - Thirst ? Call Orangina » ) « Shake it, wake it »

PLAN v Introduction v Development 1. 2. 3. 4. 5. History Publicity Marketing Innovation

PLAN v Introduction v Development 1. 2. 3. 4. 5. History Publicity Marketing Innovation Orangina’s birthday v Conclusion

HISTORY v 1935 : “Foire de Marseille” (famous french show), presentation of “ORANGINA” by

HISTORY v 1935 : “Foire de Marseille” (famous french show), presentation of “ORANGINA” by the spanish pharmacist TRIGO (called ‘Orangina, soda de Naranjina’ at that time) v Composition : spared water and orange, with a bottle making a wink to the orange fruit v Leon BETON, “pied noir” (french living in Algeria during the war) launched the product in Algeria.

v 60’s : Orangina’s development v Strategy : all about inovation : 1977, 1

v 60’s : Orangina’s development v Strategy : all about inovation : 1977, 1 st spared drink in can v 1988 : 1 st french drink containing edulcorants v 00’s : development of ices and fruits drink especialized Orangina

PUBLICITY v Orangina’s aims : publicity basis v 1953 : 1 st cartel ORANGINA

PUBLICITY v Orangina’s aims : publicity basis v 1953 : 1 st cartel ORANGINA made by Bernard VILLEMONT (french man), clear & simple, whose the appearance is about a granular & circular bottle v Origins : blue ground and orange zest, whose the logo is a spiral issued from that zest v 1 st spared drink without dye-stuffs & conservatives

MARKETING v 3 rd seller, main target : young people (teenagers) v Advertisement’s sources

MARKETING v 3 rd seller, main target : young people (teenagers) v Advertisement’s sources : Orangina = queen of the café terrace, main actor = waiter but then old-fashioned for the teenagers, 70’s competitiveness with Coca-Cola and the American market, v Jean-Paul GOUDE = design and modernisation of the ad(waiter turned on a waitress, and his famous catch word : ‘shake me, shake me’), sells rise

v 90’s = turning point at 180° = references to LAMBADA & exotic dreams

v 90’s = turning point at 180° = references to LAMBADA & exotic dreams ; Alain CHABAT , humourist and idol for the teens (13 -20) = personification of the product through the bottle man (agressive and strong impacts on the markets), main idea for RED ORANGINA few time after and joke with the parody of teen movies. Orangina has to remotivate the youngs to buy its products

v 00’s = Jamel Debbouze = impacts and influences on younth = rise of

v 00’s = Jamel Debbouze = impacts and influences on younth = rise of sells v Personification with animals ads = in UK censorship = rise of sells

INOVATIONS v One of the main purpose of Orangina is the ‘innovation’ = main

INOVATIONS v One of the main purpose of Orangina is the ‘innovation’ = main basis v Nowadays, Orangina that’s one billion of bottle sold all around the world v 1977 = 1 st spared drink in France to be dressed of a metalic box v 1988 = 1 st french drink containing sweeteners v 2000 = CADBURY-SWEPPES buys ORANGINA, for 700 billions of euros (Coca-Cola tried also to buy it, without success)

WHAT’S NEW IN 2012 ? v Innovation of SWEPPES-ORANGINA this year, through 4 new

WHAT’S NEW IN 2012 ? v Innovation of SWEPPES-ORANGINA this year, through 4 new products : § Lady Gina & Bad Jack = classic version § BUT bad point : remembers about 2 other products sold by the past= ‘RASTAMAN’ & ‘L’ARISTO’ § ‘MISS’O’ : light version = main target women, main idea is : ‘sparkling, funny, natural and sexy with a little touch of madness’

NEW FRESH POWER FOR 2012

NEW FRESH POWER FOR 2012

ORANGINA BIRTHDAY (1935 -2000) v 2011 = birthday of ORANGINA = for its 75,

ORANGINA BIRTHDAY (1935 -2000) v 2011 = birthday of ORANGINA = for its 75, sell of the bottle imaginated by Bernard VILLEMOT. v 1 st bottle = orange zest under the form of a large woman hat v 2 nd bottle = orange zest under the form of a sun umbrella

ORANGINA & Bernard VILLEMOT: 1 st : Homage to the famous publicist who contribuated

ORANGINA & Bernard VILLEMOT: 1 st : Homage to the famous publicist who contribuated to the global picture all around the world 2 nd : 17 cartels participating to the success of ORANGINA

CONCLUSION v ORANGINA’s company = 800 millions to 1 billion of euros v One

CONCLUSION v ORANGINA’s company = 800 millions to 1 billion of euros v One of the 3 rst most famous and sold product in the world v Worship in Europe and North of America

THANK YOU FOR YOUR ATTENTION

THANK YOU FOR YOUR ATTENTION