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RE-LAUNCH OF LMN (THE LEMON DRINK)

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RE-LAUNCH OF LMN (THE LEMON DRINK)

  1. 1. RE-LAUNCHING LMN -BY VAIBHAVI SHAH EMBA- B 78
  2. 2. 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.
  3. 3. BCG ANALYSIS OF PARLE AGRO CO. STARS APPYFIZZ ,APPY QUESTION MARKS BAILLEY, SOFTEASE CASH COWS FROOTI DOGS LMN,HIPPO BCG MATRIX H I G H L O W HIGH LOWMARKET SHARE M A R K E T G R O W T H R A T E
  4. 4. SWOT ANALYSIS Strengths Brand name-parle Strong distribution network Catering to masses Low and mid range pricing Weakness Dependence on retailers and stores Low motivation to distributors Inadequate advertising Opportunities Highly unorganized nimbu paani market High potential for growth Change in consumer preference Demand for healthy drinks Threats Increase in distribution cost Competitors- nimbooz, minute made pulpy Local nimbu paani availability New entry
  5. 5. SEGMENTATION • Geographically : Metros like Mumbai, Delhi, Chennai, Bangalore, Gujarat etc Areas 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.
  6. 6. • 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.
  7. 7. 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.
  8. 8. COMPETITORS POSTIONING Minute made pulpy: traditional, ghar ka nimbu paani, pure. Nimbooz: fun ,traditional and pure No reference to health, freshness.
  9. 9. 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.
  10. 10. PRODUCT LIFE CYCLE STAGE Time Sales & Profits Profit IntroductiOn Growth Maturit y Decline Sales LMN
  11. 11. STRATEGIES • Heavy advertising • Strengthen distribution • Add new products
  12. 12. NEW MARKETING MIX
  13. 13. PRODUCT
  14. 14. Name of the product: LMN Traditional, stylish, youthful, quick and easygoing.  LMN. Snappy, cool, young and of course, a lemon via text messaging.
  15. 15. 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.
  16. 16. • Product variants: LMN classic LMN masala twist(new) LMN berry blast(new) • Product benefits: Natural, refreshing, tasty, low calories, healthy evergreen Indian drink, suitable for any occasion!!!
  17. 17. PRICE
  18. 18. Variants /qty LMN classic LMN Berry 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
  19. 19. PLACE
  20. 20. Distribution channel Manufacturing unit Parle depots Wholesalers and distributors Retailers End consumers  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
  21. 21. PROMOTION
  22. 22. Advertising : •Newspapers : Full page advertisement in Hindustan Times, DNA ,Times of India. •Radio •Television ads •Banners & Hoardings •Brand Ambassador (alia bhatt)
  23. 23. 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.
  24. 24. THANK YOU

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