International Marketing Report: Fritz Kola

Auteurs

• Tim Buse

Paramètres

• Sciences sociales

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Master's Thesis from 2011 in Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Webster Graduate School London, language: English, abstract: Fritz-Kola GmbH, founded in 2003 by students Lorenz Hampl and Mirco Wolf Wiegert in Hamburg, aimed to create a cola drink distinct from Coca-Cola and Pepsi, offering a less sweet taste and higher caffeine content. The brand gained popularity among young individualists and party-goers by focusing on distribution through restaurants, cafés, bars, and clubs. This popularity, coupled with a growing trend to support regional brands, led to a significant revenue increase, doubling over three consecutive years. In 2006, Fritz-Kola expanded its product line to include lemonades and a ‘morning-cola’ flavored with coffee and caramel. By 2010, revenues reached €2.7 million. The company is in the process of internationalizing its products, currently available in Germany, Poland, The Netherlands, Austria, Switzerland, Spain, and Belgium, with limited availability in the UK through a single German restaurant. Fritz-Kola GmbH aims not to dominate the soft drink market but to offer a substantial alternative to major competitors like Coca-Cola and PepsiCo, focusing on a diversified product portfolio under the Fritz-Kola brand, which includes cola lemonades.

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• Année de publication: 2013