Researc of the Orangina (French Soda)

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The Failure of Orangina in the US Beverage Market

Introduction

Orangina is a carbonated citrus beverage usually made from orange , lemon and mandarin juice . The product originates strongly from France , and is marketed and distributed in US by Dr Pepper Snapple Group . Orangina is produced by a French Firm , Pernod Ricard SA . The brand started as Naranjina being presented in the 1936 Marseille Trade Affair , in Algeria , by its Spanish inventor , Dr . Trigo (Dr Pepper Snapple . The astounding market penetration of the

product and its market leadership in France is an issue that rival firms like Coca cola and PepsiCo have been envious about

Entry to the US market

Orangina 's entry into the US market has not been too smooth . The brand was first introduced in the US market in 1978 under the brand name Orelia ' a brand name that was dropped in 1985 for Orangina . The expected huge reception was not the case . This probably was related to Coca cola 's market dominance . The competitiveness of Coca-cola in the US market is one reason for the failure by Orangina to launch . It is evident that Coca cola possesses a huge market share in US . The social responsibility of setting up a plant in a foreign market is one contributor to achieving market share . In this case , a plant will offer employment opportunities to the locals , social responsibility aspects like improving infrastructure and contributing to the GDP of the local market . This is the...