BRIEF HISTORY OF HILAL
COMPANY PROFILEHilal is the largest manufacturer of candies and
bubbles in Pakistan.Hilal has been synonymous with excellent
quality confectionery products for the past fifty years. Over the
last half century, the company has diversified its product range,
with a variety of popular new confectioneries for consumers all
over Pakistan to enjoy. Hilal Confectionery is a market pioneer and
leader with their classic range of candies and bubble gums - now
newer, improved, and innovative products like chocolates, wafers
and powdered drinks have also had a substantial impact on the
marketplace. The extensive Hilal portfolio includes, but is not
limited to, such recognizable products such as Amras Candy, Chooran
Chatni, Khopra, Pan Pasand and Ding Dong at one end, to Milker Bar
Bar, Line Up, and Sun Sip at the other end.
Hilal is an ever-advancing company, with its vision firmly
entrenched in the future. The company has been busy looking at new
ways in which to approach its market, and in line with such an
innovative approach, is now consolidating the launch of packaged
cakes, produced on the finest imported machinery. Taking into
account Hilals stellar track record and appreciation from the
customer base, Kake is destined to be another one of Hilals Halo
brands.Hilal Started Business in 1952. Presently Hilal is the
largest confectionary producer, in the country. Hilal is renowned
for Candies; Kings Sister Concern of Hilal manufactures Chocolate
products, Chewing Gums "ZOOOM", Bubble Gums "DING DONG", and
Jellies "PIZZA". The promotional campaign and advertising developed
strong association in the minds of consumers. Hilal has given
franchise to kings in order to produce products under the name of
Hilal. Hilal is Pioneer in Presenting Traditional Flavor. Hilal
feels proud to say that they are pioneer in presenting the
traditional flavors for better customer satisfaction through the
modern manufacturing techniques. Chooran Chattni, Hajmola Imli,
Super Imli, Super Sour, Aamrus, Khopra, Pan Pasand, Hajmola Adrak,
and Chatpata Adrak are the best examples of Hilals traditionally
flavored candies. In response to consumer, Hilal has played its
role to compete, in quality conscious market. Through continuous
research and development for that quality consciousness Hilal is
manufacturing the products by using the latest technology to
fulfill the market demand. Hilal in its own well modern equipped
lab does testing process and through expertise it launches good
flavors to market. Hilal manufactured hard candies for almost 38
years from 1952 to 1990. In 1992 Hilals mega launch was PAN PASAND,
then they started candies likeCHURAN CHATNI, HAJMOLA CANDY, KHOPRA
CANDY and AMRAS. Then in 1993 Hilal started manufacturing bubble
gums, major launch was DING DONG & it was a very good success.
After that HILAL started chocolate business and its first chocolate
was CHOCO 4 and mega success was MILKER BAR BAR which was launched
recently in 2004, then FRESH UP was launched in 1995 .In 1996 Hilal
started jelly business, major launches were PIZZA & EGG
jelly.
In the year 2004 Hilal started powder business under the brand
name of SUNSIP; mega launches were THANDA ORANGE, LIMOPANI and BODY
CHARGER , LIMO PANI was a superb success.
The Company believes that success requires the highest standards
of corporate behavior towards their employees, consumers and the
societies of the world in which we live. This is HILALs road to
sustainable, profitable growth for their business and long-term
value creation for companys shareholders and employees.
Hilal has a portfolio of brands that are popular across the
globe; its major global customers are Afghanistan, Congo,
Bangladesh, Ivory coast, Jordan, Lebanon, Maldives, New Zealand,
Saudi Arabia, South Africa, Sri Lanka and United Kingdom.MARKETING
ENVIORNMENT OF THE COMPANY(ZARA)Analysis Of Micro
EnvironmentCOMPANY
Hilal has very centralized decision making. There is no as such
innovation in marketing. They use third agency for marketing but
the final decision rests with the Managing Director (MD). There are
two departments under MD:
Sales
Marketing
Their marketing has moved Limopani positioning from a mere power
drink to a refreshing drink for all occasions, emphasizing on a
particular benefit of KABHEE BHI KAHIN BHIThere are 450 people
working in sales department under GM sales. They have regional
controllers, town controllers to promote their products. Limopani
is available all over Pakistan in both urban and sub-urban areas.
They also have finance and administration department.
MARKETING INTERMEDIARIES
Distribution firms: They have their distribution firms to stock,
invest and move goods from factories to ware houses.
Marketing service agencies: They use third agency to promote and
target their product to their markets and they are delivering the
best of quality and service.
CUSTOMERS
Their customer market is the consumer marketwhich consists of
households and individuals who buy goods and services for personal
consumption.
Analysis of Macro EnvironmentHilal Confectionery Ltd operates in
a large macro environment of forces that shape the opportunities
and pose threats to the company. These forces are examined below to
show how they affect its marketing plan.
DEMOGRAPHIC FORCESVARIABLETYPICAL BREAKDOWNS
Density Urban, Sub-Urban, Rural
Age6 to 45 and above
GenderMale and Female
IncomeRs.6000 and above
OccupationAll
ECONOMIC FORCESHilal has positioned Limopani as a premium brand
catering to all market segments since majority of population of
Pakistan are white collar people who like to maintain a standard in
low income. Consumers today have become very price conscious.
Therefore, Hilal keeps Limopani prices at a minimum, charging very
little brand premium in their bid to remain competitive and
maintain market share. Hilal prefers to price its products in such
a way that all targeted consumers are able to buy it
easily.CULTURAL FORCES
Hilal is a company, which is persistence of cultural values. It
has been known to produce traditional flavors and the launch of
Limopani proves it. It does not only relate to the older generation
but also relates to the youngsters of today. Before the launch of
Limopani people were used to the home made form of this drink. But
powdered form of this traditional drink, Limopani, will make its
mark in the instant everything culture, where everything is
instant, from instant food to instant information to instant
drinks.ANALYSIS OF MARKET SEGMENTSMarket segmentation refers to
putting together people with similar needs in distinct groups of
buyers on the basis of needs, characteristics or behavior that
might require separate products or product mixes.SEGMENTATION
FOCUS
HILAL has used strategies for Sun Sip Limopani, which was best
suited. They did not have enough resources to attack TANG upfront.
They focused on the segments which were ignored by tang. Since TANG
was positioned as a premium brand, there was no credible brand for
the middle and lower class of the society. HILAL capitalized on
this weakness and targeted the lower, middle and upper middle class
of the society for it. That is the main reason why Limopani was
launched in sachets. Moreover Limopanis main focus is on teenagers
as it is refreshing and energetic drink and basically its target
audience is general public.
SELECTION OF TARGET MARKET
Sunsip Limopani is using an undifferentiated or mass marketing
strategy. For this they have ignored market segment differences and
they are targeting the whole market with one offer. HILAL has
designed Limopani and its marketing program which appeal to the
largest number of buyers. It relies on mass distribution and mass
advertising.
SEGMENT MARKETING
There is no single way to segment a market. A market has to try
different segments variables alone and in combination to find the
best way to view the structure.
Actually, the target market of limopani is everybody. HILAL has
segmented the market on the following basis:
Geographic
Demographic
Psychographic
BehavioralMAJOR SEGMENTATION VARIABLES FOR CONSUMER
MARKETGEOGRAPHIC
COUNTRYPakistan
REGIONNorthSouthEastWest
DENSITYUrbanSuburbanRural
DEMOGRAPHIC
AGE6 19 years20 - 30 years30 - 45 years45 and above
FAMILY SIZESingleCoupleCouple with childrenExtended Family
GENDERMaleFemale
INCOMERs. 6,000 8,000Rs. 10,000 20,000Rs. 20,000 50,000Rs.
50,000 and above
EDUCATIONEducatedUneducatedIlliterate
PSYCOGRAPHIC
SOCIAL CLASSUpper middle ClassMiddle ClassLower Class
PERSONALITYTrend -- consciousCultured.energetic
BEHAVIOURAL
OCCASIONSRegular.OccasionalSpecial Occasion
BENEFITSRefreshingEnergetic All seasons
USER STATUSRegular usersPotential usersFirst time usersNon
users
USAGE RATELight (Single glass per day)Medium(2-3 glasses per
day)
LOYALTY STATUSNoneMediumStrongAbsolute
READINESS STAGEAwareLikingPreferenceDesirous
positioning (SARAH)
POSITIONING Positioning is the perception of what a brand stands
for in the minds of actual and potential customers. It defines the
core expectations customers have of the brand. Market Positioning
defines how a company wants the target segments to see their brands
in a competitive market, and then deliver to the expectation that
have been built. POSITIONING OF LIMOPANIHILAL feels proud in saying
that they are pioneer in presenting the traditional flavors for
better customer satisfaction through the modern manufacturing
techniques. HILAL has always been on the move keeping in mind the
consumers preference and changing taste. They have positioned
themselves as one of the leading companies in the industry
providing good quality at affordable price according to the
customers needs and wants.
HILAL has positioned limopani as offering quality & taste at
competition based price. They have been able to capture a chunk of
market from their competitors.
COMPETITIVE ADVANTAGE
HILAL has positioned Sun Sip limopani on competitive advantage
of traditional flavour of lemonade as compared to TANG. HILAL has
differentiated limopani on the basis of PRODUCT
DIFFERENTIATION.
VALUE PREPOSITION
Value propositon refers to the full mix of benefits upon which
the product is positioned. Sunsip limopani is positioned on the
following characteristics:
As an instant drink.
A drink which everyone can drink at any time.
As a refreshing drink.
Associated with lifestyle. Provides traditional taste of
lemonade. Keeps you cool.The SUNSIP brand has established limopani
as energetic instant and refreshing drink.
POSITIONING STATEMENT
KABHEE BHI.. KAHEEN BHI.
UNIQUE SELLING PROPOSITION
Their unique selling proposition (USP) is providing an instant
drink at any time any where.
MARKETING MIXPRODUCT (SARAH)
PRICE
DISTRIBUTION SAROASHA
PROMOTIONProduct Product Form
LIMOPANI is the first energetic drink to introduce the
traditional flavor of lemonade in the market. Sun Sip Limopani is
basically an instant drink; the basic idea behind limopani isany
time any where. Hilal entered the market because they realized TANG
was not catering to 100% of the market.
LEVELS OF PRODUCT
There are basically 3 levels of products:
a) Core Product: It means benefits the consumer seeks from
buying the product.
Limopani is affordable, refreshing drink that delivers what it
promises.
b) Actual Product: It may have as many as five characteristics
that are quality level, features, design, brand name and
packaging.
Limopani is energetic, instant, enriched with vitamin C, 100%
synthetic, all seasons and high quality drink at economical prices
under the brand name of SUNSIP, highly associated with lifestyle
and occasions.
c) Augmented Product: It is around the core and actual product
by offering additional consumer services and benefits. Hilal does
not offer any after sales service for Limopani. CLASSIFICATION OF
LIMOPANILimopani falls into the class of consumer product. These
are products that are bought by final consumers for personal
consumption. Consumer products include convenience product,
shopping product, specialty product and unsought product. Limopani
is a convenience product.MARKET CONSIDERATIONS FOR
LIMOPANIMarketing considerationsConvenience product
CUSTOMER BUYING BEHAVIORFrequent Purchase, Little Planning,
Little Shopping Effort
PRICELow price, Affordable
LOCATIONConvenient locations, widespread distributions
PROMOTIONMass promotion
LIMOPANI DECISIONS
ATTRIBUTES OF LIMOPANI
Quality: High quality, Limopani is performing its functions well
(performance quality) by delivering what it promises (conformance
quality).
Features: Energizing, instant, enriched with vitamin C, for all
seasons, traditional taste of lemonade. BRANDING
The SUNSIP brand is a name-turned-symbol. The name sunsip was
initially just a name in the industry. But it quickly gained a name
and a loyal following for itself. Through excellent traditional
taste, sunsip caught for itself a large market share from TANG, the
market leader at that time. Continued innovation through its
Research and Development department helped sunsip to become a
consumer preferred product within a short period of time.
PACKAGING
They are following general trend in packaging by following major
industries in powder business (TANG). A fully automatic facility is
established at Korangi industrial area where packs are produced. At
this facility limopani is packed in hygienic conditions, untouched
by human hands, the packing technology keeps it fresh. Limopani is
packed in primary containers. Limopani is available in sachets,
boxes, jars and finally now also in tin containers to cater all
segments and all occasions.
Hilal has used bright green and yellow colours for the packaging
in order to associate with the natural colour of Lemon.
LABELING Labeling identifies the product or brand, on limopani
the name sunsip is printed which identifies its brand name.
Limopani labeling describes several things about it like:
Made by KINGS FOOD (sister concern of HILAL ).
Produced at sector 15, Korangi industrial area, Karachi.
Ingredients.
How to make it.
Finally the attractive graphics of limopani with the picture of
lemon indicating it is a pure lemon drink.
PRODUCT SUPPORT SERVICE
No product support service is available.
Product line of LIMO PANI
Product line: A group of products that are closely related
because they function in a similar manner and are sold to same
customer groups, are marketed through the same outlets or fall
within given price changes.
HILAL produces five lines of powder drink:
Limopani
Body charger
Shakerz
Thanda Orange
ThandaiLIMOPANI in BCG Growth-Share Matrix
The BCG growth share matrix displays various business units on a
graph of market growth rate v/s market share relative to
competitors.
Limopani is high growth and high share product of Hilal. Its a
star. It is generating cash but the market is growing rapidly so
heavy investment is needed to finance its growth, which is provided
by HILAL cash cows (choco4, churan chatni and ding dong etc). It is
a major launch and its market attractiveness is high with HILAL
strength in the market. Eventually it is expected that in coming 5
years it will become a cash cow when its industry matures.PRODUCT
LIFE CYCLEA new product progresses through a sequence of stages
from introduction to growth, maturity and decline. This sequence is
known as product lifecycle. The following figure shows the course
that a products sales and profits take over its lifetime.
Limopani is in the growth stage of product life cycle.In the
year 2004 the company decided to launch the brand. At present
limopani is in the growth stage of life cycle. As it is in the
growth stage HILAL is seeking to maintain its position and capture
more market share. The impact of limopani life-cycle
characteristics on objectives and marketing mix is as follows:
OBJECTIVES WITH REGARD TO Marketing
mix:CONSIDERATIONOBJECTIVE
PRODUCTOffering basic product, trying to establish its
quality
PRICECompetition based price
DISTRIBUTIONIntensive distribution
ADVERTISING
Situational
SALES PROMOTIONUsing heavy sales promotion
BRAND DEVELOPMENTLIMOPANI EXISTING BRANDHilal had created a new
brand name Sunsip by entering a new product category of instant
drinks for which none of its previous brand name was appropriate.
Limopani is energetic drink and associated with energy (brand
positioning Sunsip ------ energy)PRODUCT CATEGORY
New Existing
LIMOPANI LINE EXTENSIONAfter the superb success of sachet launch
of limo pani, hilal has introduced additional package sizes under
the same brand sunsip. It has introduced jars and cartons to
introduce it as an occasional drink.
PriceLIMOPANI PRICING APPROACH
HILAL has adopted Competitive Pricing approach. They have
adopted this pricing approach on competitor's on-going rates with
less attention to their own cost. Compared to their major
competitors, Hilal is offering product differentiation as
traditional taste of lemonade (as people were used to of home made
drink of this type) for same prices. Limopani promises to deliver
traditional taste at same prices. Hilal has used this method to
compete with their competitors. If they offered high price,
consumers would not have purchased it. On the other hand, if they
offered low price, consumers would have considered it as a low
price product. Therefore, they adopted the competitive pricing
approach to send a message that Limopani is at par with its
competitors in terms of both quality and price.
This pricing method has been extremely successful and has helped
Hilal to achieve its objectives.List Prices of different package
sizes of Limopani
PACKAGE SIZEPRICE
Sachet(26.8 gms)Rs. 6
Economical Pack (225gms)Rs. 60
Economical pack (450gms)Rs.100
Glass jar (250gms)Rs. 110
Tin pack (900gms)Rs.180
Hilal had set the initial price low in order to attract large
number of buyers quickly and to win large market share. This is why
they launched Limopani first in sachets in low price matching their
major competitor so that consumers can easily try it.
FACTORS AFFECTING PRICING OF LIMOPANI
INTERNAL
Marketing objectiveLimopanis marketing objective is to cater all
market segments, its a drink for any time any where. Due to this
they have set their prices as easily affordable by all markets that
was the main reason of sachet launch of Limopani.EXTERNAL
Competitors price
The major factor affecting its pricing strategy is competitors
price, they have set prices following the general trend of its
major competitor Tang, because setting lower prices would result in
bad image and high prices would result in low
sales.distributionCHANNEL LEVEL
DISTRIBUTIONIntensive DistributionExclusive
DistributionSelective Distribution
Distribution refers to the steps taken to move and store a
product from the supplier stage to a customer stage in the supply
chain. Distribution is a key driver of the overall profitability of
a firm because it directly impacts both the supply chain cost and
the customer experience. Distribution creates time and place
utility.
Since drink is a convenient product, Hilal uses intensive
distribution to make sure that the product is widely available at
as many outlets as possible.
DISTRIBUTOR ORIENTED PROMOTIONS The company offers incentives to
distributors against which they are expected to achieve certain
sales target.
ASSORTMENTLimopani is easily available all over Pakistan.
Sachets are available at every road corner store as well as at all
big general stores, whereas Limopani cartons and jars are available
exclusively at big general stores and all grocery stores. e.g
Aghaz, Naheed, EBCO and Mottas for Karachi.
LOCATIONSIt is available all over Pakistan in all provinces, in
urban, suburban and even in rural areas.
INVENTORY They depot all the stock from factory to distribution
centers, these centers invest and stock their goods and finally
deliver to retailers.
TRANSPORTATION They are using trucks for transporting goods from
factory to distribution centers.
PromotionHilal being the market leader has a very aggressive
promotion strategy. Limopani takes out product promotions by its
exclusive time checks on Radio and various Television channels. Its
emphasis is on the major chunks of the market size, therefore to
stays on its consumers mind it involves in effective advertising
campaigns on Print and Electronic media, bill boards at different
places which is also a part of its promotion strategy.
PROMOTION MIX STRATEGY
Initially Hilal adopted the pull promotion strategy that called
for spending a lot on advertising and consumer promotion to build
up consumer demand. The company promotes Limopani as a product
which can be consumed by everyone to satisfy their needs.TARGET
MARKET
Limopanis target audience is basically the general public. On a
more detailed note it targets the lower middle class and middle
class. It tries to draw in potential customers, while trying to
keep the current consumers happy.
COMMUNICATION OBJECTIVE
Initially, Hilals communication objective was to create
awareness and knowledge about Limopani, an instant drink that
replaced traditional method of making Lemonade.
MESSAGE DESIGN
The great thing about the product is its name, LimopaniThe
launch TVC of Limopani Caveman implied on the old trusted form of
lemon mixed with water. Hilal established Limopani as a brand
composed of natural ingredients. The message was overtly
established through an ancient setting that transformed into
contemporary situation. The follow up TVC based on the Family was
the effort to establish that Limopani is meant for all age
groups.
Currently, Limopani TVCs depicts a homely environment of love
and togetherness which shows that this instant drinks is meant for
customers of all ages and for all occasions. It basically targets
families as a whole. Therefore, an emotional appeal is being used
to draw the audience. Later when sugar was out of the market then
Limopani was promoted it as a drink which does not require addition
of sugar. At present their TVC focus on scorching heat of summers.
Their ads show that it is only instant drink that is refreshing and
can be used any where like in shopping mall, farm houses, beaches
etc. Moreover during month of Ramzan Hilal especially advertises it
as a perfect drink for Iftaar.In billboard ads, the color theme is
bright green. The captions are large and there is huge, attention
grabbing picture of laughing, content family and the picture of the
product itself is also very eye catching. The fonts are equally
distributed and homogenous throughout. All the characters are well
known models therefore, the audience feel associated with the
product.
COMMUNICATION CHANNELS
Limopani uses a non-personal communication channel, i.e. print
media, display and broadcast media.
ADVERTISING
Brands are not only sold as physicals attributes but rather sold
as perceptions; there fore the role of advertising can never be
ignored. The success of Limopani goes to advertising agencies as
they not only created a high brand image but also replaced the
brand name as generic word Limopani. In the month of May 2004 even
if some one havent watched TV they could not have missed to observe
that a brand had been launched nationwide, because of effective use
of Billboards.
Limopani made effective usage of TV commercials on selective TV
channels. Their ads reinforced the different occasions of the usage
of the product. The idea of having Limopani in a sachet, anytime
and anywhere was a great idea, just add water to the mix and there
you have it, the freshness of Limopani. The idea and execution was
very well done in a very fresh, funky and out of this world manner
that appealed to the young as well as the old.
The designs of the billboards were very eye catching with
hoardings put up in every nook and corner of Karachi. Excellent
photography and execution and the treatment of the product as well
as the models were A class. According to the theme the colors used
for billboards were very good.Currently, Hilal advertises Limopani
mostly through Radio and Television ads. Its objective is to
satisfy all types of customers by focusing on their different need.
For this they promote Limopani as a product which can be consumed
at any time, whether u are out shopping, exercising, studying, or
hanging out with friends. Their ads show love, care and affection
among family and friend. The ads show that family and friends can
spend good quality time together and can refresh themselves by
having Limopani.Apart from focusing Limopani as a refreshing drink
in their ads, Hilal is also highlighting their customers. Their
recent ads deliver the message that Customer is always right. This
is inline with their mission of satisfying their customers.
Competitor analysis (Lubna)
ANALYSIS OF COMPETITORSCompetitors are the major threat faced by
every company in a market. Companies need to keep a careful check
on its competitors. They have to keep into consideration that what
other competitors is offering, at what prices, what quality, what
benefits etc.
Limopani was a new concept but it has captured a very large
market. However, all major powdered drinks are its
competitors.COMPETITION
For ease in analyzing competition, competition can be divided
into four types:
BRAND COMPETITION
Competition that exists between several brand of the same
company or different company in the same industry is called brand
competition. Limopani faces tough competition from Tang, as it
acquires a dominant place in the market. At a lower side it faces
competition with Energile, Kwikool and Suncool. Recently, a new
powder drink Frutility has been introduced in the market.INDUSTRY
COMPETITION
Competition that exists between several industries offering same
product is called industry competition. Hilals major industry
competitors are Kraft Foods who are producer of Tang and now they
would face competition tough from National Foods who have come up
with a powder drink recently called Fruitility.FORM COMPETITION
All different products that are satisfying the same need is
called form competition.
Limopani have form competition with Energy Drinks (Red Bull,
Bomba, Caution, Blue OX, etc), Frooto, Mitchells Squash etc
GENERIC COMPETITION
On the Generic side Limopani is competing with every consumer
product that are available in the market from Candies and Bubble
gums to powdered drinks.
SUNSIP LIMOPANI AS MARKET CHALLENGER
In Pakistan Hilal dominates the confectionery product market.
Limopani being a market challenger is giving a tough competition to
brands like Tang and has been able to gain a respectable market
share.
COMPETITIVE STRATEGIES
Competitive strategy is the formal strategy that describes the
method to destroy the competition in a business environment.
Introducing Limopani in market was a risky because major
competitor Tang, enjoyed market leadership and acquired a dominant
place in the market. Hilal focused of segments which were ignored
by Tang. Since Tang was positioned as a premium brand, there was no
credible brand for the middle and lower class of the society.
Limopani capitalized on this weakness and targeted the middle ad
upper middle class of the society. In order to counter this they
introduced Limopani in sachets to attract customers from all social
classes.
COMPETITORS AND MARKET SHAREPRODUCTMARKET SHARE
TANG40%
LIMOPANI20%
ENERGILE9%
KWIKOOL5%
OTHERS26%
TANGTang is the global leader in Krafts powdered soft drink
portfolio. By providing a nutritious, real fruit-flavored drink at
an affordable price, Tang has gained great popularity in Latin
America and emerging markets in Central and Eastern Europe and
Asia, including People's Republic of China.ENERGILE
Unilever Pakistan Limited is the largest fast moving consumer
goods company in Pakistan. Energile belongs to powdered drinks
Rafhan Bestfood Ltd which is owned by Unilever. Energile is the
only energy drink produced and marketed by Unilever. Over the years
it has been able to retain a constant share how ever with growing
consumptions and competition it is facing serious challenge to
retain its customers. Energile with its new variants has not been
able to register in the minds of it hard core consumers and with
the launch of Limopani it is losing cutomers in the rural market
also.
SUNCOOL AND KWIKOOL
Suncool and Kwikool were introduced in the competition after the
launch of Limopani but they could not acquire dominant market share
because of its low value.
FRUITILITYRecently, National Foods has introduced a new powder
drink by the name of Futility. Because National Foods is a well
known brand among consumers, Limopani will have to face a tough
competition from them in the future.PERCEPTUAL MAP OF THE BRAND
COMPETITION FACED BY THE COMPANY
TANGFOSTER CLARKS
LIMOPANI
ENERGILE
KWIKOOL
SUNCOOL
FRUITILITY
The position which Limopani holds in the minds of the target
audience is of high value. It offers people more value than just a
flavored drink; however the competitors lead in the area of
perceptions, as TANG is considered to be the best and of most high
value. In reality the prices of Limopani and Tang are some what
same but still it is not considered as a premium brand.
Swot analysisSTRENGTH Sugar free
Effervescent
Small pack convenient for shoppers, takes less space
Aluminum foil safe / hygienic
Economical, easy to buy
Separate foils, consumers can buy one or two sachets
Refreshing and soothing effect
Balance formulation provide supplement of mineral and vitamin
c
Easy to make and easy to serveWEAKNESSES
No previous experience No brand imageOPPORTUNITY
Growing Market
Health awareness
Export in Myanmar, Bangladesh and India
Future line extension in different flavors like pineapple,
strawberry etc
Less chances of WTO impact
THREATS
Lower price brands
Increased cost of advertising
Imported raw materialCONCLUSIONKings Food (Pvt.) Ltd, the
company behind Limopani, saw the huge market of flavored powdered
energy drinks with only few major players life Tang and Energile.
In Pakistans 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 Kingd food gave birth to Limopani as a direct
competitor of Tang and Energile in powdered energy drinks market.
Since its launch, Limopani has captured 20% market share and has
been a great success.RECOMMENDATIONSLimopani has well defined
segments and the products are targeted and positioned accordingly.
However, according to our analysis, there are certain areas where
Limopani can avail a lot of opportunities.
Sun Sip should increase their product length of powder drinks by
introducing flavors which are more popular among the masses these
days, such as strawberry, pineapple etc as limopani is a great
success. There is a large segment of people at work who need drinks
to refresh themselves. Limopani should focus on this segment and
capitalize on it, targeting middle level companies and banks.
Limopani is following the price trend of their competitors due to
which they are losing on their costs, therefore they should adopt a
cost based pricing approach.
Frequent surveys should be conducted in order to assess the
brand as is seen by the consumers. .
Limopani can build more brand awareness and brand preference by
sponsoring well-regarded events for example, art shows, cricket
tournaments etc.
Limopani should also focus on seeking international opportunity
such as launching the product in India, Myanmar, Bangladesh, Nepal
etc. Augmented Products
Actual Products
Core Products
PACKAGING
BRANDING
ATTRIBUTES
SUPPORT SERVICE
LABELING
LABELING
Full Brand Name
How to make it
Kings logo
Ingredients
New
Line Extension
Brand Extension
Existing
Multi Brands
New Brands
External factor
Competitors Price
PRICING DECISIONS
Internal factor
Marketing Objective
FACTORY
DISTRIBUTOR
RETAILER
MESSAGE
Emotional Selling Proposition: positive emotional appeal
concerning love & joy.
Attractive and popular models, displaying naturalness in their
roles.
Print ad; uses bright shades of green, depicting an instant
energy drink.
Tv ads: quality family time is spent in a happy home, while
drinking Limopani.
Multi-sided presentation: relates to younger generation as well
as older one.
HIGH PRICE
LOW QUALITY
HIGH QUALITY
LOW PRICE
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