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Autor: anton • January 8, 2011 • 789 Words (4 Pages) • 607 Views
The LimoPani Marketing Mix
Kings Food (Pvt.) Ltd, the company behind LimoPani, saw the huge market of flavoured powdered energy drinks with only few major players like Tang and Energile. In order to come out with a unique product in this market, they conducted a market research. In PakistanÐ²Ð‚™s generally hot weather, lemon juice is traditionally consumed in water to provide refreshment from the sweltering heat of the sun. You will often find Ð²Ð‚Ñšthailay walasÐ²Ð‚Ñœ near bus stops or populated places selling these drinks, locally termed as Ð²Ð‚ÑšsikanjbeenÐ²Ð‚Ñœ or Ð²Ð‚ÑšnibopaniÐ²Ð‚Ñœ. Thus, KingÐ²Ð‚™s Food gave birth to LimoPani as a direct competitor of Tang and Energile in powdered energy drinks market.
II. Competition & Market Structure
The major competitors of LimoPani are Energile and Tang. The market structure of powdered energy drinks is as follows:
LimoPani is a shopping good which transitions into a convenience good. We have classified it thus, because:
Ð¿Ñ"? This good initially requires comparison with other like products in the market, e.g. Tang, Energile.
Ð¿Ñ"? It is not very low priced.
Three Levels of Product
With LimoPani we are concerned with the core benefit offered and the actual product attributes.
LimoPaniÐ²Ð‚™s core benefit can be phrased as:
Ð²Ð‚ÑšLimoPani is an easy-to-make instant drink which will refresh you in the Pakistani weather be it hot or coldÐ²Ð‚Ñœ
Quality has a direct impact on the productÐ²Ð‚™s performance. LimoPani has been surveyed and claimed to be Ð²Ð‚Ñšgreat tastingÐ²Ð‚Ñœ and Ð²Ð‚Ñšvery refreshingÐ²Ð‚Ñœ. LimoPani is considered to be a product of very high quality.
LimoPani does not have any extraordinary features since it is just a beverage and an edible item which is consumed over and over again.
LimoPani as a brand name has been highly successful. This is because the target market responded well to the word Ð²Ð‚ÑšLimoPaniÐ²Ð‚Ñœ which is lemonade in Urdu. By using a brand name which is understood all over Pakistan, the marketer brilliantly enlarged the target market, since the description of the product is in the product name itself.
Product packaging is nicely done. It is distributed displayed well with sachets, leading to Ð²Ð‚Ñšimpulse buyingÐ²Ð‚Ñœ. LimoPaniÐ²Ð‚™s packaging contains sachets of 25g, the glass jars of 250g and 500g and tin cans of 1000g and 2500g. LimoPaniÐ²Ð‚™s packaging can be rated higher than its competitors, on a scale of attractiveness since the colours used (lime green and yellow) are
The pricing strategy followed by SunSip is Ð²Ð‚Ñšcompetition-basedÐ²Ð‚Ñœ. LimoPaniÐ²Ð‚™s marketers are pricing their product on the basis of similar