re-launch of lmn (the lemon drink)

RE-LAUNCHING LMN

-BY VAIBHAVI SHAHEMBA- B

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BACKGROUND

• LMN was launched by parle agro in March 2009, as non-carbonated lemon drink (nimbu paani or lemonade)

• But it failed to make an impact.• Ms Nadia Chauhan, Joint Managing Director and

Chief Marketing Officer, Parle Agro said LMN had been in a test-marketing phase ever since its launch.

• Very limited and focused on metros and mini metros.

BCG ANALYSIS OF PARLE AGRO CO.

STARSAPPYFIZZ ,APPY

QUESTION MARKSBAILLEY, SOFTEASE

CASH COWSFROOTI

DOGSLMN,HIPPO

BCG MATRIX

HIGH

LOW

HIGH LOW MARKET SHARE

MARKET GROWTH RATE

SWOT ANALYSIS

OpportunitiesHighly unorganized nimbu paani marketHigh potential for growthChange in consumer preferenceDemand for healthy drinks

ThreatsIncrease in distribution costCompetitors- nimbooz, minute made pulpyLocal nimbu paani availabilityNew entry

SEGMENTATION

• Geographically : Metros like Mumbai, Delhi, Chennai, Bangalore,

Gujarat etcAreas with hot climatic conditions and densely

populated• Demographically :Demographically there will be no segmentation as

it is for everyone irrespective of their age, sex, occupation, caste, education etc.

• Psychographic:There is no psychographic segmentation as this

drink is for everyone irrespective of their social class, personality and lifestyle

• Behavioural: For people who prefer something natural over

aerated, who are health conscious.

TARGETING

• Our target - INDIANS living in metros and areas with hot climate, people on the go, people who are health conscious and who prefer something natural and healthy.

• Our targeting strategy -undifferentiated strategy as LMN is for a broad segment and common for everyone.

COMPETITORS POSTIONING

Minute made pulpy: traditional, ghar ka nimbu paani, pure.Nimbooz: fun ,traditional and pureNo reference to health, freshness.

POSITIONING • Tag line: Healthy, fresh, real...its all here.• Product logo:

The tag line and the logo is designed in a way that it positions the product in minds of prospects as a healthy, fresh and natural drink. All in one. It easily communicates what the brand promises.

PRODUCT LIFE CYCLE STAGE

• Time

• Sales

• &• Profi

ts

• Profit

• IntroductiOn • Gr

owth

• Maturity

• Decline

• Sales

LMN

STRATEGIES

• Heavy advertising• Strengthen distribution• Add new products

NEW

MARKETING MIX

PRODUCT

Name of the product: LMNTraditional, stylish, youthful, quick and

easygoing. LMN. Snappy, cool, young and of course, a

lemon via text messaging.

Design of the product

• Premium, international, bold, bright, modern and boutique And most importantly, in one look it had to communicate what it was.

• LMN will be available in 110ml Tetra, 200ml Tetra and 500ml and 1l bottle.

• Product variants: LMN classicLMN masala twist(new)LMN berry blast(new)• Product benefits: Natural, refreshing, tasty, low calories, healthy

evergreen Indian drink, suitable for any occasion!!!

PRICE

Variants /qty LMN classic LMNBerry blast

LMN masala twist

110 ml 5 rupees 6 rupees 6 rupees

200 ml 10 rupees 12 rupees 12 rupees

500 ml 20 rupees 23 rupees 23 rupees

1 l 35 rupees 38 rupees 38 rupees

Price -quality strategy: High value

PLACE

Distribution channelManufacturing unit

Parle

depots

Wholesalers and distributors

Retailers

End consume

rs

To push products in the market, distributors will be given higher margins on LMN:Margin for distributors- 10%(initially)Margin for retailers- 4%(initially)

Rewarding High Performance

Provision of attractive stalls and posters, led boards, etc

Providing the dealers with fixed sales schedule for their convenience

PROMOTION

Advertising :•Newspapers : Full page advertisement in Hindustan Times, DNA ,Times of India.•Radio •Television ads •Banners & Hoardings •Brand Ambassador (alia bhatt)

Promotion : Holding contests, sponsorships Distribution of free samples in navratri, fun

and fair(places like essel world, water kingdom, adlabs imagica) , Indian premier league.

A special LMN van stationed at various colleges and busiest areas POST launch.

THANK YOU