• LMN was launched by parle agro in March 2009,
as non-carbonated lemon drink (nimbu paani or
• 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
• Very limited and focused on metros and mini
BCG ANALYSIS OF PARLE AGRO CO.
HIGH LOWMARKET SHARE
Strong distribution network
Catering to masses
Low and mid range pricing
Dependence on retailers and stores
Low motivation to distributors
Highly unorganized nimbu paani market
High potential for growth
Change in consumer preference
Demand for healthy drinks
Increase in distribution cost
Competitors- nimbooz, minute
Local nimbu paani availability
• Geographically :
Metros like Mumbai, Delhi, Chennai, Bangalore,
Areas with hot climatic conditions and densely
• Demographically :
Demographically there will be no segmentation
as it is for everyone irrespective of their age,
sex, occupation, caste, education etc.
There is no psychographic segmentation as this
drink is for everyone irrespective of their
social class, personality and lifestyle
For people who prefer something natural over
aerated, who are health conscious.
• 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.
Minute made pulpy:
traditional, ghar ka nimbu
Nimbooz: fun ,traditional
No reference to health,
• 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.
PRODUCT LIFE CYCLE STAGE
IntroductiOn Growth Maturit
• Heavy advertising
• Strengthen distribution
• Add new products
Name of the product: LMN
Traditional, stylish, youthful, quick and
LMN. Snappy, cool, young and of course, a
lemon via text messaging.
Design of the product
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
• Product variants:
LMN masala twist(new)
LMN berry blast(new)
• Product benefits:
Natural, refreshing, tasty, low calories, healthy
evergreen Indian drink, suitable for any
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
•Newspapers : Full page
advertisement in Hindustan Times,
DNA ,Times of India.
•Banners & Hoardings
•Brand Ambassador (alia bhatt)
Holding contests, sponsorships
Distribution of free samples in navratri, fun
and fair(places like essel world, water
kingdom, adlabs imagica) , Indian premier
A special LMN van stationed at various
colleges and busiest areas POST launch.