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Category: Business

Autor: anton 08 January 2011

Words: 789 | Pages: 4

The LimoPani Marketing Mix

I. Introduction

Kings Food (Pvt.) Ltd, the company behind LimoPani, saw the huge market of flavoured powdered energy drinks with only few major players like Tang and Energile. In order to come out with a unique product in this market, they conducted a market research. In Pakistan’s generally hot weather, lemon juice is traditionally consumed in water to provide refreshment from the sweltering heat of the sun. You will often find “thailay walas” near bus stops or populated places selling these drinks, locally termed as “sikanjbeen” or “nibopani”. Thus, King’s Food gave birth to LimoPani as a direct competitor of Tang and Energile in powdered energy drinks market.

II. Competition & Market Structure

The major competitors of LimoPani are Energile and Tang. The market structure of powdered energy drinks is as follows:

III. Product

Product Classification

LimoPani is a shopping good which transitions into a convenience good. We have classified it thus, because:

пѓ? This good initially requires comparison with other like products in the market, e.g. Tang, Energile.

пѓ? It is not very low priced.

Three Levels of Product

With LimoPani we are concerned with the core benefit offered and the actual product attributes.

Core Benefit

LimoPani’s core benefit can be phrased as:

“LimoPani is an easy-to-make instant drink which will refresh you in the Pakistani weather be it hot or cold”

Actual Product

пѓ? Quality

Quality has a direct impact on the product’s performance. LimoPani has been surveyed and claimed to be “great tasting” and “very refreshing”. LimoPani is considered to be a product of very high quality.

пѓ? Features

LimoPani does not have any extraordinary features since it is just a beverage and an edible item which is consumed over and over again.

пѓ? Branding

LimoPani as a brand name has been highly successful. This is because the target market responded well to the word “LimoPani” which is lemonade in Urdu. By using a brand name which is understood all over Pakistan, the marketer brilliantly enlarged the target market, since the description of the product is in the product name itself.

пѓ? Packaging

Product packaging is nicely done. It is distributed displayed well with sachets, leading to “impulse buying”. LimoPani’s packaging contains sachets of 25g, the glass jars of 250g and 500g and tin cans of 1000g and 2500g. LimoPani’s packaging can be rated higher than its competitors, on a scale of attractiveness since the colours used (lime green and yellow) are

attention grabbing.

IV. Price

The pricing strategy followed by SunSip is “competition-based”. LimoPani’s marketers are pricing their product on the basis of similar products’ prices, especially those of Tang. The pricing comparison is shown below:

LimoPani Tang Energile

Size Price Size Price Size Price

250 g Rs. 55 250 g Rs. 50 100 g Rs. 15

500 g Rs. 105 500 g Rs. 110 350 g Rs. 70

1000 g Rs. 190 1000 g Rs. 190

2500 g Rs. 485 1500 g Rs. 245

V. Place

The sales distribution of LimoPani is great. No matter which place you go throughout Pakistan – any neighborhood or locality of whatever class, you will find LimoPani at the shops. In Karachi, for example, you can get LimoPani from elite supermarkets markets like Ebco at the Forum, Agha’s and Naheed to small shops and convenience stores located on the roadside and near residential localities.

VI. Promotion

LimoPani is being mass advertised, especially in prime time at the most watched channels of Pakistan in the first 2 years of its launch. Now, as it has become a well established brand in Pakistan, it is being moderately advertised. At the time of its huge campaign launch, it heavily targeted both electronic (TV and radio) and outdoor media. The launch TVC "Caveman" was implying on the old trusted form of lemon mixed with water, establishing LimoPani as a brand composed of natural ingredients. The follow-up TVC based on the "Family" was an effort to establish that LimoPani is meant for all age groups. Currently LimoPani’s advertising pattern can be classified as a “Flighting Pattern”

VI. Positioning

LimoPani has positioned itself remarkably well in the minds of the massive consumer base by created an image of a very high quality Pakistani product. LimoPani is the modern style of drinking the same traditional lemon juice during hot times, yet, its advertisements show that it is a product used by the entire family, young and old. It is not surprising then that, according to a research, many old housewives and women have actually shifted from making home made lemon juice and water to using LimoPani!!

In innumerable retail stores, you will find LimoPani side by side with Tang and Energile, indicating that it is now considered a premium brand in the powdered energy drink market. It is being positioned as not just an individual consumption drink but also one that can be presented to guests. Mothers give LimoPani to their kids as an energy drink; housewives present it as a drink to guests; young teenagers drink it like Coca-cola. LimoPani has successfully been recognized as a drink for all times.

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