nimbu fresh

8/8/2019 Nimbu Fresh

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Minute Maid Nimbu Fresh- An

Introduction

y The new Minute Maid Nimbu Fresh is alemon juice-based drink with no addedpreservative or added colour, developed forthe Indian market.

y The lemon-flavoured drink is made out offresh lemon juice concentrate, emulatinghome-made 'nimbu pani', and carries thetagline: 'Bilkul ghar jaisa' (just likehome).


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Objectives and Issues

First year objective

y 1 lakh units in 6 months.

Second year objectivey To achieve break even early in this period.

Issues

Our ability to establish a strong product image inthe consumers mind and to persuade him thatthe product is as good as the ghar jaisa nimbupani.


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Positioningy Positioning Minute Maid Nimbu Fresh using image

differentiation as the preferred and trusted thirst

quencher that captures the essence of homelypreparation.

y Use the tagline, Mehnat nahi, Swad vahi, which

captures the essence of making nimboo pani withoutany hassles.


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Product strategyy Will be sold in packs of120 ml, 400 ml and 1L.

y 120 ml will be sold in Tetra Packs for consumers who

consume the product while moving or travelling. Ithasnt been introduced yet in the market.

y 400 ml for college students, offices and canteens. Forquenching thirst conveniently using throw away

bottles.y 1Litre bottles for stocking up for future use. Economy

pack for large servings. Aimed at housewives.


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Pricing Strategyy Prices have been kept lower compared to the already

existing brands.

Price LMN Nimbooz NimbuFresh

5 110 ml N/A 120 ml

10 200 ml 200 ml N/A

15 N/A 350 ml 400 ml

23 500 ml N/A N/A

40 N/A N/A 1L


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Distribution Strategyy 1L bottles will be majorly made available in the malls and

in big outlets like Big Bazaar, Reliance Fresh etc. anddepartmental and grocery stores.

y 400 ml bottles will be kept at mid size retailers anddepartmental stores etc. They will also be made available atSuper markets such as Big Bazaars and the likes.

y Tetra Packs will be available at all the retailers, collegecanteens, local railway stations, bus stands/depots, kiosks,paan wallas, nukkad shops etc.

y Later on, based on the basis of market demands,availability of various variants could be regulated atdifferent locations.


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Marketing Communications

StrategyyAnimated Lemon Character to target kids (Long Term

goal). Nimbu man, comic strip.

y Social Media. Blogs, Facebook, Forums etc.y Sampling at Commonwealth Games

y Road Shows

y OOH Media

y Regular Advertising Media


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Market Research


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Action PlanSEPTEMBER

Create awareness on the social media as the sponsor for the upcomingCommonwealth games

OCTOBER

Finding Lemo campaign for the launch of the animated character duringCWG. Nimbu Fresh crowns be exchanged for Nimbu Fresh Merchandise.Kiosks, Ads inside the Stadiums, Merchandise, Banners, Samples will beoffered outside the stadium during Commonwealth Games. Unveiling ofLemo

NOVEMBERLaunching of the 2L variant during Diwali. Ads should be directed towardsthe theme, This Diwali, bring home the freshness of Nimbu Fresh. or Ye

Diwali hogi Nimbu waaliDECEMBER, JANUARYAND FEBRUARY

Target youth with the animated character Lemo. Spread awareness about thebenefits of Vitamin C.


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Contd MARCH

Launch a new variant of Nimbu Fresh Nimbu Fresh Sugar Free. Targeted atthe health conscious consumer. First Mover Advantage being Indias First Sugar

Free Nimboo Pani Drink.Capitalize on the wide advertising done during the launch ofLimo.

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