Parle Products is re-launching their natural lemon drink LMN after an earlier failed launch with a new marketing strategy. They will target all of India with a focus on North India, East, West, and South regions. The packaging will be updated to stand out compared to competitors in 100ml, 200ml, and 500ml sizes priced at Rs. 5, Rs. 10, and Rs. 20 respectively. An extensive advertising campaign including TV, print, and celebrity ambassador Deepika Padukone coupled with promotions, sales incentives, and unique drink recipes using LMN will support the re-launch.

1. RE-LAUNCHING LMN
Prestnted By :
Abhishek Seth
Chaitali Dhopatkar
Harmeet Dhindsa
Kinjal Jain
Neetu Khatri

2. Parle Products
 Parle was Founded in 1929 in British India and
parle agro in 1984.
 Beverages – fruit drinks, nectars, juice, sparkling
drinks
 Water – packaged drinking water
 Foods – confectionery, snacks

3. Earlier Launch of LMN
 Natural lemon juice drink and the only brand in
India
 Taste closest to home made Fresh lime water
 But it failed to make an impact
 Very limited focus on metros and mini metros.

4. Segmentation

5. Targeting
“A Natural drink for all”

6. Positioning
" Refreshment…Kahin bhi, Kabhi bhi “

7. Product
 The pack of LMN is bold and stark and will make
consumers relate to lemons instantly
 The unique bottle design of
LMN makes it stand apart
from the rest
 LMN will be available in 100ml
Tetra, 200ml Tetra and 500ml PET.

8. Place
 Target mainly the NORTH INDIA as well as the




EAST WEST and SOUTH
DELHI
BHOPAL
MAHARASHTRA
CHENNAI

9. Price




Prices of different bottles
Size of LMN – Price of LMN (RS.)
100 ml Tetra Pack – Rs. 5
200 ml Tetra Pack – Rs. 10
500 ml PET Bottle – Rs. 20

10. Distribution channel
Manufacturing
unit
Parle depots
Wholesalers
and
distributors
Retailers
 To push products in the market, distributors will be given
higher margins on LMN:
Margin for distributors- 10%(initially)
Margin for retailers- 4%(initially)
End
consumers

11. Advertisement cost
 Newspaper : Full page ad in Hindustan Times ,




DNA ,Times of India (Sunday) every week for 3
months will cost 70 lakhs
Television : 90 lakhs for 3 months
Banners & Hoardings : 20 lakhs
Other outdoor media : 20 lakhs
Brand Ambassador (Deepika Padukone): 70
lakhs

12. Promotion
 Themed OOH campaign
 Tie up with Ipl (Indian premier league) team
 Digital- marketing
 Tableau

13. Sales promotion
 Free samples for a period of 1 month at different
crowded locations.
 We will distribute small tetra packs in schools and
colleges along with paper caps(having LMN
logo).
 Banners at local stations, in trains , Buses,
behind auto rikshaws
 Advertisement in newspapers.

14. Uses of LMN in different styles:
 Lemon watermelon ice tea
 Lemon mojito
 Lemon putu monkey
 Lemon pina colada

15. SWOT ANALYSIS
STRENGTHS
Excellent branding and
advertising
Excellent distribution and
availability
OPPORTUNITIES
Advertise more
Buy out competition
More brand recognition
WEAKNESS
People prefer homemade lemon
drinks
Aerated drinks not popular with
health conscious people
THREATS
Threat from other aerated drinks
competitors
Threat from substitutes like fruit
juices
Boycott from health conscious
people

16. COLD DRINK
10
%
once in a week
15%
twice or thrice in a
week
once in 15 days
45%
30%
once in a month

17. PREFERENCE
15
%
85%
PREFERENCE
Aerated
Non
aerated
30%
70%
Healthy
drink
Tasty drink