Limopani
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The LimoPani Marketing Mix
Introduction
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 Pakistan’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 “thailay walas” near bus stops or populated places selling these drinks, locally termed as “sikanjbeen” or “nibopani”. Thus, King’s Food gave birth to LimoPani as a direct competitor of Tang and Energile in powdered energy drinks market.
Competition & Market Structure
The major competitors of LimoPani are Energile and Tang. The market structure of powdered energy drinks is as follows:
Product
Product Classification
LimoPani is a shopping good which transitions into a convenience good. We have classified it thus, because:
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This good initially requires comparison with other like products in the market, e.g. Tang, Energile.
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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.
Core Benefit
LimoPani’s core benefit can be phrased as:
“LimoPani is an easy-to-make instant drink which will refresh you in the Pakistani weather be it hot or cold”
Actual Product
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Quality
Quality has a direct impact on the product’s performance. LimoPani has been surveyed and claimed to be “great tasting” and “very refreshing”. LimoPani is considered to be a product of very high quality.
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Features
LimoPani does not have any extraordinary features since it is just a beverage and an edible item which is consumed over and over again.
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Branding
LimoPani as a brand name has been highly successful. This is because the target market responded well to the word “LimoPani” 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.
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Packaging
Product packaging is nicely done. It is distributed displayed well with sachets, leading to “impulse buying”. LimoPani’s packaging contains sachets of 25g, the glass jars of 250g and 500g and tin cans of 1000g and 2500g. LimoPani’s packaging can be rated higher than its competitors, on a scale of attractiveness since the colours used (lime green and yellow) are
attention grabbing.
Price
The pricing strategy followed by SunSip is “competition-based”. LimoPani’s marketers are pricing their product on the basis of similar