all about nimboozs ,its branding nd all

4. In this case study, we have studied about the internationally
prominent food and beverage manufacturer, PepsiCo’s niche product,
Nimbooz by 7UP. The case study focuses on,
Product and it’s characteristics
Analyse the objective behind the launch of Nimbooz
It’s branding & packaging
Actions and their implications in the PLC (product life
cycle) of Nimbooz drink

5. Parent Company
• PepsiCo
Category
• Beverage
Tagline
• Ekdum Asli Indian
USP
• Non-aerated Lemon Drink

6. “Performance with Purpose” and “India
kind of innovation”.
Indians, traditionally like to quench their
thirst by drinking lemon juice.
The objective was to launch the brand “Nimbooz”
with the proposition “Ekdum Asli Indian” (Absolutely
Real Indian). which is a refreshing Nimbu Paani
(Lemonade) with Asli (Real) Lemon Juice.

7. Nimbooz by 7UP is an authentic drink
that’s made with real lemon juice
squeezed from the best of lemons.
It has No Fizz & no added Artificial
Flavours.
It is tasty and 100% hygienic and is
available in trendy and convenient
packs.
Pepsi 7UP Nimbooz has capitalized on
the existing familiarity and high
consumption of unpackaged / home-
made nimbu pani and deliver the same
refreshment in a hygienic and
convenient format.
Why Packaged Fruit
Drinks?

8. • Tap the packaged juice market
• Healthier alternative – non-carbonated
and 30% juice content
• Hygienic processing
• Ready-to-use packaging
• Increased shelf life – “hot fill” technology
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9. Segment
Target
Group
Positioning
• Health conscious
• Regular occasions
• Special occasions
• All age groups
• All socio-
economic classes
• Non-carbonated
• Fresh and healthy
Market
Segmentation

10. PET Bottle
Quantity : 350ml
Price : 15`
Glass Bottle
Quantity : 200ml
Price : 10`
Tetra-pack
Quantity : 200ml
Price : 10`

11.  Pioneer in the lemon juice drink segment
 Considered as a benchmark for quality, taste and
appearance.
 Most of the consumers who tried the product agreed that
it matches up to its tagline ‘EKDUM ASLI INDIAN’
Nimbooz over other brands
Early launch into the
market
More robust
distribution network
More interactive
promotional schemes
Authentic lemon
flavour

12. In order to analyze the consumers
attitude towards the different PepsiCo
products including 'Nimbooz', the respondents were asked
whether they like the different cold drinks of PepsiCo.
• 91.86 percent stated in affirmative
• 8.14 percent replied in negative
The similar results were
found in case of
'Nimbooz'.
• 97.67% stated that
they like the product
• 2.33% responded
that they do not like
the product.

13. Brands create value for the customer through their
attractive and innovative strategies.
Companies must sustain and improve their strong brand
name and value.
Companies should offer something unique and special,
which their competitors can not match easily.
PepsiCo has achieved great success in establishing Nimbooz
as its own brand. Initially it relied on the 7UP banner to help
boost the sale of Nimbooz but now Nimbooz has its own set
of loyal customers that considered it, “the most authentic,
packaged nimbu pani”.

14. The logo contains a lemon
section that is used to represent
the FRESHNESS of Nimbooz
Nimbooz derives its name from
the Hindi word for lemon,
NIMBU

15. Refreshing packaging that plays
with the colours, GREEN AND
YELLOW, to represent freshness
and lemony flavour.
EKDUM ASLI
INDIAN

16. • Freshly cut lemon slices.
• Expressing coolness through the
depiction of ICE and COLD
WATER.
• Wooden lemon squeezer to
represent freshly squeezed juice.
• Stimulating the senses of
consumers through various
visuals

17. NOTE*Due to unavailability of relevant data, we have estimated the growth number based on -
news articles, small scale surveys and new product by PepsiCo.

18. 1.Ideal branding and packaging, channelling the freshness
and health factor.
2.Intensive promotional efforts using TV, OOH media –
radio, press, outdoors.
3.Free samples along major northern highways.
4.Involvement with nation-wide events – sponsoring IPL
team, Kings XI Punjab
Growth stage
1. Introduction of flavour variant – Nimbooz Masala Soda in
Punjab.
2. Nation-wide launch of Nimbooz Masala Soda.
3. Involvement of leading Bollywood actress, Anushka
Sharma as the face of Nimbooz Masala Soda.
Introduction stage

19. Maturity stage
1. Competition from market counterparts – LMN by Parle
Agro, Minute Made Nimbu Fresh by Coca Cola.
2. Limitations due to the niche background of the product –
lemon flavoured, non-carbonated.
Decline stage
1. Change in priorities of PepsiCo’s product expansion.
2. Seasonal appeal of lemon – associated with summer.
3. Change in customer’s taste and preferences – more
exotic flavours, greater fruit content values, more health
conscious.

20. Pricing of the product is a very important factor which determines the
brand preference of the consumer in a competitive market situation.
How far the pricing of the product can effect the brand preference, the
respondents were asked how far they are satisfied with the pricing of
the product 'Nimbooz' by PepsiCo.

22. STRENGTH
1. Excellent branding and
advertising
2. Excellent distribution
and availability
CHALLENGE
1. Competition from
other aerated drinks
2. Threat from substitutes
like fruit juices
3. Boycott from health
conscious people
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OPPORTUNITY
1. Leverage successful brand
Pepsi
2. Advertise more
3. Buy out competition
4. More Brand recognition
WEAKNESS
1. People prefer
homemade lemon
drinks

23. In brand preference analysis and consumer satisfaction,
it was found that the PepsiCo products were preferred by the
consumers and the consumers were found satisfied with the taste and
price of the various brands of PepsiCo including the product
'Nimbooz'. However, certain tweaks are required in PepsiCo’s
marketing.
CONCLUSION
Larger capacity packages
Publicity materials
Promotions in youth hubs
Proactive in rural market
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