LIMOPANI

Presented by :Maaz Idrees(BME-907)Nazia Parveen(BME-926)

Institute of Business & Technology (BIZTEK)City Campus

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The objective of this presentation/report is to provide

with experience in applying the concepts and methods

of marketing to a real world marketing opportunity.

The marketing strategy specifies the target market,

positioning, competition and product, pricing, place,

promotion strategies. The report covers Target Market,

Marketing Mix, SWOT analysis, and Market scanning to

evaluate the current position of the brand itself

‘Limopani’ has been selected as the product for the

report.

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Introduction

Marketing Process

Marketing Mix

Competitors

SWOT Analysis

Market Survey

Conclusion

INTR

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Hilal started business in 1952 and is presently Pakistan’s leading confectionary producer.

The current product range consists of the following categories:

Candies( Hard boiled and deposited), chewing gums, bubble gums, jellies, chewy toffees, chocolate(beans, wafers and biscuits), powdered drinks and bakery products.

VIS

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•To achieve customer satisfaction in response to changing market trends

•To innovate within existing products and technologies according to market trends

•To maintain its high market share and market leadership

•To be accessible to all segments in the market

•To constantly maintain its high quality standards

MIS

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STA

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To be recognized as a successful and leading group of diversified businesses, constantly evolving and innovating for the benefit of its own customers, employees ,environment and society at large. To be the proffered choice of consumers for various products and services in the local as well as international market.

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SegmentationDividing a market into distinct group of buyers on the basis of needs, characteristics or behaviors who might require seprate products or marketing mix.

Target MarketThe process of evaluating each market segmentation’s attractiveness and selecting one or more segments to enter.

PositioningArranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumer.

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DEMOGRAPHICS  In demographic segmentation, the market is divided groups

based on an age, gender, family size, occupation, religion, race and nationality.

Age: 13 – 35 (people engaged in sports activities / professional athletes)20 – 45 (field workers)45 + (Seniors)8 and above (no field required)Gender: Males and Females

  Income: 15,000 Rupees and above per Household (A Income Class of Pakistan)

  Occupation: Professional Athletes, Sportsmen, Professionals, Students, Housewives, Senior Citizens

  Family Size: In Pakistan, the average family size is of about 6-7 people per householdRace: AnyReligion: Any

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Primary Target Market:

Young generation (female & male) needs instant energy drinks in

busy schedule.

Used as health supplement too

Secondary Target Market:

All people who take energy supplements.

Anyone who enjoys flavored drinks

Occasional drinkers (like in Ramadan)

PSYCHOGRAPHICS Dividing a market into different groups based on social class, lifestyle, or

personality characteristics is called psychographic segmentation. 

Life Style:Health conscious people who exercise and avoid energy drinks which have artificial flavorings and ingredients such as high content of caffeine, which is harmful for the body. These kinds of drinks are especially avoided by professional athletes.

Social Class:It’s an economical drink which can be afforded by anyone especially the sachet.

BEHAVIORALOccasions:The drink is very popular in Ramadan, again the main reason being that it gives instant energy when the fast is broken. But now it will be used all round the year.

GEOGRAPHICS Geographic segmentation is about dividing the market into various

geographical units. Karachi, Lahore, Faisalabad, Rawalpindi, Multan, Hyderabad, Gujranwala,

Peshawar, Quetta, Islāmābād, Sargodha, Sialkot , Bahawalpur

PO

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Brand positioning is basically the brand image or perception about the brand in a consumer’s mind. They see that where does the brand stand and what benefit it provides to them.

Limopani has built a strong brand image in consumers mind with the strong idea of ‘Kabhi bhi ,kahen bhi’ available every where with ease.

Its promotional campaign and advertising have not only succeeded in developing product association in the minds of consumer, but also have set as bench-mark that other companies must follow in order to be successful.

The marketing mix is generally accepted as the use and

specification of the 'four Ps' describing the strategic position

of a product in the marketplace.

Product

Price

Place

Promotion

MARKETING MIX

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Hilal Confectionary (Pvt) ltd, the company behind LimoPani, saw the huge market of flavored powdered energy drinks with only few major players like Tang and Energile.

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, Hilal gave birth to LimoPani in April 2003 as a direct competitor of Tang and Energile in powdered energy drinks market.

PRODUCT ATTRIBUTES

A refreshing and delicious drink good for sunstroke, quenching the thirst, palpitation, nausea and other summer complains. Because of it’s being in convenient will be available in sachets and small pouches, jar easy to use for our customers. Even now can have easy to carry stick sachets whenever they want and wherever they want.

PRODUCT PACKAGING

Good design contributes to product usefulness. Another way to add customer value is through distinctive product style and design. A sensational style may grab attention and produce pleasing aesthetics.

As people are becoming more and more health conscious day by day, Limopani is packed in sun protective pouches and satchel easy to carry costly for the firm but customer satisfaction and quality product transfer is a duty Hilal Confectionary (Pvt) Ltd.

Line Extension

LimoPani Jar 250gm LimoPani jar 500gm LimoPani tin 900 gm LimoPani tin 1500 gms LimoPani tin 2500 gms Limopani sachet 12x24 (.25 gms) LimoPani 24 sachet box LimoPani stick pack 24 LimoPani pouch 250 gms LimoPani pouch 500 gms LimoPani pouch roadman pack 150 gms

BR

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A new product or service that is related to an existing brand, but that offers a different benefit and/or appeals to a different target segment.

PR

ICE

Price is the any amount of money that customers have to pay while purchasing the product. More broadly, price is the sum of all the values that consumers exchange for benefits of having or using the product or services

The following factors were considered in the pricing of Limopani:Marketing objective i.e.• market share leadership through price penetration (lower price for getting maximum market share).•Marketing mix strategies.•Costs.•Other organizational considerations.•The market and demand.•Consumer perception of price and value.•Competitor’s prices.•Other external environmental factors.

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In selecting distribution channel consumer characteristics play an important role. The most important factor regarding consumers is their need. These include shopping locations and hours, credit facilities, size of the market and purchase behavior.

LimoPani Jar, Tin and sachets would be placed at all retail outlets in super markets throughout the country.

Proper consideration has been given in making a profile of all the shops with a large “crowd-puller” potential, e.g. the Agha’s supermarket, Naheed, Imtiaz, etc

Distribution channels

CustomersCustomers

RetailerRetailer

WholesalerWholesaler

DistributorsDistributors

Head officeHead office

EX

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Hilal along with its other sister companies entered into export in 2001 and in this short span of 5 years has become one of the leading company of Pakistan exporting wide range of the its products all over the world.

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Promotion is the method used to inform and educate the chosen target audience about the organization and its products.

PROMOTIONAL STRATEGIES

The promotional strategy for LimoPani would consist of the following sources:

•Satellite Advertisement.•Cable TV Advertisement •Radio Channels•Hoardings

73%

12%

10%

6%

Setillite Channels

Cable Channel

Radio

Hoardings

Promotion Budget Division

Promotional activities

SALES PROMOTION To increase the sales with the target market, offers would bmade to the

customers. An example of this offer launched in Ramadan “Buy 5 Limopani pouches and get one Free.” .

EVENT MARKETING Sponsoring Musical Programmes: Saaz-o-awaz is a popular musical program where you can enjoy your favorite

ever green songs in new style with new singers voice. backdrop of the show is sponsored by Limopani. Even the complete show is organized by the company.

Sponsoring Songs Programme

Many old songs like ‘Allah hi allah kya karo’ ,’Ay dil mujhy bata de’ , ‘chor babul ka ghar’ etc are Remixed with the sponsorship of Limopani and getting played on different satellite channels.

PRODUCT AWEARNESS The new commercial of Sunsip Limopani is about product awareness,

teaching what the right way to product is, in proper quantity.

COMPETITORS

Limopani has direct and indirect both types of competitors. As we see Limopani at every departmental and convenience store and these days people got awareness of product, we can safely say that it is in a maturity stage. The sale is at its peak. Many competitors have been here, Launching different flavors matching the Limopani. Competitors also tried their best to beat the product. E.g. Tang gave some discount offers and lucky draw schemes, but Limopani found its right place in the market. Industry profits go down somehow, because when there are so many competitors Limopani would have to go beyond the normal promotional strategies to support their product.

Some of the competitors listed here. Energile Tang Rooh Afza

Jul-09 Forecast Jul-09 Achieve-ment

Aug-09 Forecast Aug-09 Achievement

Sep-09 Forecast Sep-09 Achievement

Series1 22,800 12,544 21,800 19,691 11,815 11,810

2,500

7,500

12,500

17,500

22,50022,800

12,544

21,800

19,691

11,815 11,810

LIMOPANI FORECAST & ACHIEVEMENT

SWOT ANALYSIS

STRENGTHS   A popular summer drink that quenches thirst, maintains the water-

electrolyte balance, and acts as an instant source of energy for the body. It acts as a coolant and enhances resistance towards diseases. It is recommended by some doctors for weak and old people.

WEAKNESSES   Company’s inability to maintain distribution even when they were doing

publicity at large Seasonal variations in sales Ever changing customer preferences like, now customers ask for

convenience Ever changing external environment.

OPPORTUNITIES

Unique flavor . Population is increasing by a considerable rate per year, giving us

another opportunity to increase our market share. LimoPani has a supreme brand image in people’s mind, it can go

for line extension and enter the category of pure juices.   THREATS   The biggest threat for LimoPani has always been the competitors in

the industry. Prices and the inflation rate is increasing day by day , this reduces

the purchasing power of the customer and the lower income groups could find it difficult to afford LimoPani which would directly leave a negative impact on the revenue.

MARKET SURVEY

Factors Results

Quality 25%

Advertisements 0%

Brand image 13%

Price 6%

Taste 56%

Factors affecting the choice of drink:

Drinks Result

Tops 4%

Frost 14%

Nestle 20%

Shezan 4%

Country 2%

Tang 24%

Pepsi and coke 20%

Other gas bottles 8%

Other juices 4%

About the brands of ready drinks mostly consumed:

Options Result

Fruit juices 6%

Rooh Afza 31%

Limopani 44%

Others 19%

Which drink quenches thirst:

Option Result

Limopani 100%

Awareness of people about Limopani:

Options Results

Good 19%

Better 81%

Best 0%

Just right 0%

How did people find it:

Options Results

Very much satisfied 28%

Just satisfied 58%

Not much satisfied 6%

Dissatisfied 4%

What extend people are satisfied with Limopani: -

Options Results

Packaging Change 44%

Flavor change 19%

Color change 25%

No change 13%

Alterations people want in Limopani

Options Results

Taste 56%

Color 0%

Everything 25%

Nothing 19%

The basic thing that people like about Limopani:

Options Results

Naam hi kafi hay 0%

Pio thanda thanda bolo metha metha 25%

Kabhi bhi Kahen bhi 75%

Tum hi to ho 0%

Limopani Punch Line:

Options Results

Daily/Once in a week 69%

Monthly 6%

In 2-3 Months 13%

Yearly 6%

Don’t use 6%

How often do you use Limopani:

Options Results

Definetly will recommend 38%

Never 13%

Probably will do 13%

May be 38%

How likely are you to recommend Limopani to others:

Options Results

Pricing 40%

Distribution to Places 0%

Promotion 7%

Product Quality 7%

None of these 40%

All of these 7%

Weakest point of Limopani is according to you.

Options Results

Thanda Orange 21%

Tang 29%

Rooh Afza 36%

Energile 0%

Nothing 14%

Second choice after Limopani.

CONCLUSION

At present, HILAL is the market leader in its wide range of product. Due to a very strong and favorable association with the quality the brand recall is very high. And so because of this the rate of brand preference is also goes up.

However their advertisement is mass but need more maturity level.

Here we can also see from the results their slogan is working because their emphasis on availability and ease, but sometimes it doesn’t fails too.

SUGGESTIONS

Hilal should manage its distribution channels so that there might

not arise channel conflict.

Customer retention is very important in order to increase market

share

Value delivery in every step of network is key to attract

customers

Pricing schemes can be launched for better sell graph.

Hilal should use social gathering and events for promotion like

Pakistan Day, Summer Camps, Basant and other important

events.

It can give price cuts, discounts on purchasing constantly its

products like membership discounts etc.

THANK YOU !