Presentation for Strategic Marketing

Product : Limopani Faculty : Mr. Khurram

Institute of Business & Technology (BIZTEK)

Submitted By :Mr. Muhammad Tauqeer

Submitting Date: 14th July 2008

Introduction

Kings Food (Pvt.) Ltd, the company behind LimoPani, saw the huge market of flavored 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.

Strategic Vision

Hilal, along with it’s ancillary concerns, currently holds the title of market leader in confectionery, and it envisions to not only maintain this position, but also to replicate this success in new product categories also. Being number one means having to anticipate the customers needs and desires. No one does this well than Hilal.

Strategic Mission To achieve customer satisfaction in response to changing market

trends To innovate within existing products and technologies according

to market trends To maintain its high market share and market leadership To be accessible to all segments in the market To be accessible to all segments in the market To constantly maintain its high quality standards

Hilal Confectionery (Pvt) Ltd has always given priority to consumer preferences in the market, appealing to different market segments inclusive of all demographic segments. Given the company’s focus on high quality, food safety, nutritional value, and consumer appeal, Hilal has achieved the title of market leader in the Pakistani confectionery market

Product Line (Width)

ChocolatesChoco 4, Heart , Fish..

Bubble GumDing Dong...

JelliesAmrud Jelly, Mix Fruit Jelly, Starlet Jelly..

Pan Masala Halla Gulla, Mughal Pan Masala, Rasily Gold.

Chewing Gum Kool Gum, Freshup

Powder DrinksBody Charger,Limopani, Shakerz...

BakeryKake.........

CandiesAamrus,Botlo, PanEnergic,Pasand,Whita..

Wafers Bar Bar, Roller...

Chew ToffeesCocoz, Line up, Milker Gold...

Product Line (Length & Depth)

Body Charger

Shakerz

Thanda Orange

Thand

Marketing Segmentation• Segmentation:

o Demographic: For all age group regardless of gender, size and density.

o Geographic:

Initially in Karachi then in Sindh and rest of Pakistan.o Psycho graphic: Upper Lower class, middle upper class middle class, middle lower class,

lower upper class POSITIONINGLime Rus is positioned as a nutrition supplement of vitamin “c” and minerals with

highly pleasant lemon flavor in order to provide taste and freshness

Marketing Mix

Brand Name: Limo Pani

Composition: Sorbital, sodium chloride,Phosphate, Vit C, calcium

sulfate

Flavor: Lemon flavor

Pack size & Presentation:12 Sachets Strip, 250 Gms Jar, 48 Sachets Box, 500 Gms Jar, 24 Sachet Box,

900 Gsm Tin, 1500 Gms Tin, 2500 Gms Tin

Features & Benefits

Better acceptance by all age group same as of original Lemon

Imported Flavor

Most of the consumer can easily buyAffordable Price

Provide adequate supplementation of Vitamins and Minerals to the user

Balance formulation of Vitamin C and Minerals

Can be sold 1 to 2 sachet separatelySachet pack

Easy to made easy to serve, refreshing and sparkling

Effervescent

No risk of weight gain specially to weight conscious.

Sorbital

Occupy less shelf space Easy handling

Small pack

SWOT Analysis

• STRENGTH,– Suger Free

– Effervescent

– Small pack convenient for shopkeepers, takes less space

– Aluminums foil-safe / hygienic – Economical , easy to buy, competitively economical

– Separate foil customer can buy 1 or 2 sachet

– Different, refreshing, soothing effect

– Balance formulation provide supplement of mineral and vitamin “C”

– Economical price

– Easy to made easy to serve

SWOT Analysis

• WEAKNESS– No previous experience

– No brand image

• OPPORTUNITY – Growing market improving & economical conditions & health

awareness – Afghanistan, Sri Lanka, Myanmar export– Future line extension in different flavors like pineapple and grapes etc – Less chances of WTO Impact

• THREATS– Low price brands

– Increasing cost of advertisement

– Imported raw material

Competitors & Mkt Share

• Tang 40%• Lemopani

20%• Energile 9%• Kwikool 5%• Others

26%

Others26%Kwikool

5%

LimoPani20%

Energile9%

Tang40%

]

Conclusion & Suggestion

• After defining this strategy you must determine whether you get the objective which is cost to enter market and profit potential. These are two main factor for market plane and in this case of LIMO PANI they got both the objects.

• Market Plane of Limo Pani is an example of successful marketing.

Thank You