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STRATEGIC MARKETING AND PLANNING
“Hilal 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 it’s 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 it’s 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 Hilal’s stellar track record and appreciation from the customer base, Kake is destined to be another one of Hilal’s Halo brands.
STRATEGIC MARKETING AND PLANNING
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 Hilal’s 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 Hilal’s mega launch was “PAN PASAND”, then they started candies like“CHURAN 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.
STRATEGIC MARKETING AND PLANNING
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 HILAL’s road to sustainable, profitable growth for their business and long-term value creation for company’s 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.
their mission statement is: • 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 constantly maintain its high quality standards • • • • Hilal Confectionery (Pvt) Ltd has always given priority to consumer preferences in the market. and consumer appeal.STRATEGIC MARKETING AND PLANNING HILAL’S MISSION Hilal confectionary (Pvt) Ltd is the largest manufacturer of candies and bubbles in Pakistan. Hilal has achieved the title of market leader in the Pakistani confectionery market. 5 . appealing to different market segments inclusive of all demographic segments. food safety. Given the company’s focus on high quality. nutritional value.
6 . No one does this well than Hilal”. currently holds the title of market leader in confectionery. Being number one means having to anticipate the customers needs and desires.STRATEGIC MARKETING AND PLANNING HILAL’S VISION STATEMENT “Hilal along with it’s ancillary concerns. and it envisions to not only maintain this position. but also to replicate this success in new product categories also.
STRATEGIC MARKETING AND PLANNING MARKETING ENVIORNMENT OF THE COMPANY (ZARA) 7 .
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. 8 . They also have finance and administration department.STRATEGIC MARKETING AND PLANNING ANALYSIS OF MICRO ENVIRONMENT COMPANY Hilal has very centralized decision making. Limopani is available all over Pakistan in both urban and sub-urban areas. There is no as such innovation in marketing. They use third agency for marketing but the final decision rests with the Managing Director (MD). town controllers to promote their products. They have regional controllers. emphasizing on a particular benefit of “KABHEE BHI KAHIN BHI” There are 450 people working in sales department under GM sales.
STRATEGIC MARKETING AND PLANNING MARKETING INTERMEDIARIES Distribution firms: They have their distribution firms to stock. invest and move goods from factories to ware houses. 9 . CUSTOMERS Their customer market is the consumer market which consists of households and individuals who buy goods and services for personal consumption. 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.
charging very little brand premium in their bid to remain competitive and maintain market share. DEMOGRAPHIC FORCES VARIABLE Density Age Gender Income Occupation TYPICAL BREAKDOWNS Urban. Hilal keeps Limopani prices at a minimum. Rural 6 to 45 and above Male and Female Rs. 10 . Therefore.6000 and above All ECONOMIC FORCES Hilal 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. Sub-Urban.STRATEGIC MARKETING AND PLANNING ANALYSIS OF MACRO ENVIRONMENT Hilal 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. Hilal prefers to price its products in such a way that all targeted consumers are able to buy it easily.
where everything is instant. will make its mark in the instant everything culture. Before the launch of Limopani people were used to the home made form of this drink. It does not only relate to the older generation but also relates to the youngsters of today.STRATEGIC MARKETING AND PLANNING CULTURAL FORCES Hilal is a company. But powdered form of this traditional drink. 11 . from instant food to instant information to instant drinks. It has been known to produce traditional flavors and the launch of Limopani proves it. which is persistence of cultural values. Limopani.
characteristics or behavior that might require separate products or product mixes. middle and upper middle class of the society for it. HILAL capitalized on this weakness and targeted the lower. Moreover Limopani’s main focus is on teenagers as it is refreshing and energetic drink and basically its target audience is general public. HILAL has designed Limopani and its marketing 12 . They focused on the segments which were ignored by tang. That is the main reason why Limopani was launched in sachets. They did not have enough resources to attack TANG upfront. For this they have ignored market segment differences and they are targeting the whole market with one offer. Since TANG was positioned as a premium brand. which was best suited. SEGMENTATION FOCUS HILAL has used strategies for Sun Sip Limopani. there was no credible brand for the middle and lower class of the society.STRATEGIC MARKETING AND PLANNING ANALYSIS OF MARKET SEGMENTS Market segmentation refers to putting together people with similar needs in distinct groups of buyers on the basis of needs. SELECTION OF TARGET MARKET Sunsip Limopani is using an undifferentiated or mass marketing strategy.
000 – 8. 10. the target market of Limopani is everybody.000 and above 30 .45 years Couple with children 45 and above Extended Family 13 .STRATEGIC MARKETING AND PLANNING program which appeal to the largest number of buyers.000 – 20.000 Rs. 6. SEGMENT MARKETING There is no single way to segment a market.000 20 . HILAL has segmented the market on the following basis: Geographic Demographic Psychographic Behavioral MAJOR SEGMENTATION VARIABLES FOR CONSUMER MARKET GEOGRAPHIC COUNTRY REGION DENSITY Pakistan North Urban South Suburban East Rural West DEMOGRAPHIC AGE FAMILY SIZE GENDER INCOME 6 – 19 years Single Male Rs.000 Rs.000 – 50.30 years Couple Female Rs. 20. 50. A market has to try different segments variables alone and in combination to find the best way to view the structure. It relies on mass distribution and mass advertising. Actually.
STRATEGIC MARKETING AND PLANNING EDUCATION Educated Uneducated Illiterate PSYCOGRAPHIC SOCIAL CLASS PERSONALITY Upper middle Class Trend -.conscious Middle Class Cultured. Refreshing Regular users Light (Single Occasional Energetic Potential users Medium(2-3 glasses per day) Medium Liking Strong Preference Absolute Desirous Special Occasion All seasons First time users Non users glass per day) LOYALTY STATUS READINESS STAGE None Aware 14 . Lower Class energetic BEHAVIOURAL OCCASIONS BENEFITS USER STATUS USAGE RATE Regular.
STRATEGIC MARKETING AND PLANNING POSITIONING (SARAH) 15 .
and then deliver to the expectation that have been built. It defines the core expectations customers have of the brand. 16 . HILAL has differentiated Limopani on the basis of “PRODUCT DIFFERENTIATION”.STRATEGIC MARKETING AND PLANNING POSITIONING Positioning is the perception of what a brand stands for in the minds of actual and potential customers. HILAL has always been on the move keeping in mind the consumer’s 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. They have been able to capture a chunk of market from their competitors. POSITIONING OF LIMOPANI HILAL feels proud in saying that they are pioneer in presenting the traditional flavors for better customer satisfaction through the modern manufacturing techniques. Market Positioning defines how a company wants the target segments to see their brands in a competitive market. COMPETITIVE ADVANTAGE HILAL has positioned Sun Sip Limopani on competitive advantage of traditional flavour of lemonade as compared to TANG. HILAL has positioned Limopani as offering quality & taste at competition based price.
Sunsip limopani is positioned on the following characteristics: As an instant drink. 17 . A drink which everyone can drink at any time. Provides traditional taste of lemonade..” UNIQUE SELLING PROPOSITION Their unique selling proposition (USP) is providing an instant drink at any time any where. POSITIONING STATEMENT “KABHEE BHI……. Keeps you cool.STRATEGIC MARKETING AND PLANNING VALUE PREPOSITION Value propositon refers to the full mix of benefits upon which the product is positioned. As a refreshing drink. KAHEEN BHI………. Associated with lifestyle. The SUNSIP brand has established Limopani as energetic instant and refreshing drink.
STRATEGIC MARKETING AND PLANNING MARKETING MIX PRODUCT (SARAH) PRICE DISTRIBUTION SAROASHA PROMOTION 18 .
STRATEGIC MARKETING AND PLANNING PRODUCT Product Form LIMOPANI is the first energetic drink to introduce the traditional flavor of lemonade in the market. refreshing drink that delivers what it promises. Hilal entered the market because they realized TANG was not catering to 100% of the market. Limopani is affordable. the basic idea behind Limopani is”any time any where”. 19 . LEVELS OF PRODUCT Augmented Actual Core There are basically 3 levels of products: a) Core Product: It means benefits the consumer seeks from buying the product. Sun Sip Limopani is basically an instant drink.
MARKET CONSIDERATIONS FOR LIMOPANI Marketing considerations Convenience product CUSTOMER BUYING BEHAVIOR Frequent Purchase. highly associated with lifestyle and occasions. Limopani is a “convenience product”. instant. CLASSIFICATION OF LIMOPANI Limopani falls into the class of consumer product. shopping product. Hilal does not offer any after sales service for Limopani. widespread distributions Mass promotion LIMOPANI DECISIONS 20 . all seasons and high quality drink at economical prices under the brand name of SUNSIP. brand name and packaging. Little Shopping Effort PRICE LOCATION PROMOTION Low price. These are products that are bought by final consumers for personal consumption. Little Planning. enriched with vitamin C. specialty product and unsought product. Consumer products include convenience product. Affordable Convenient locations. c) Augmented Product: It is around the core and actual product by offering additional consumer services and benefits. features. design.STRATEGIC MARKETING AND PLANNING b) Actual Product: It may have as many as five characteristics that are quality level. 100% synthetic. Limopani is energetic.
sunsip caught for itself a large market share from TANG. traditional taste of lemonade. instant. Limopani is performing its functions well (performance quality) by delivering what it promises (conformance quality). BRANDING The SUNSIP brand is a name-turnedsymbol. the market leader at that time. Features: Energizing. for all seasons.STRATEGIC MARKETING AND PLANNING ATTRIBUTES BRANDING PACKAGING LABELING SUPPORT SERVICE ATTRIBUTES OF LIMOPANI Quality: High quality. enriched with vitamin C. Continued innovation through its Research and Development department helped sunsip to become a consumer preferred product within a short period of time. 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. 21 .
Limopani is available in sachets. the packing technology keeps it fresh. on limopani the name sunsip is printed which identifies its brand name. A fully automatic facility is established at Korangi industrial area where packs are produced. Limopani labeling describes several things about it like: LABELING How to make it Full Brand Name Ingredients Kings logo 22 . boxes. untouched by human hands.STRATEGIC MARKETING AND PLANNING PACKAGING They are following general trend in packaging by following major industries in powder business (TANG). jars and finally now also in tin containers to cater all segments and all occasions. LABELING Labeling identifies the product or brand. Limopani is packed in primary containers. Hilal has used bright green and yellow colours for the packaging in order to associate with the natural colour of Lemon. At this facility limopani is packed in hygienic conditions.
Produced at sector 15. Finally the attractive graphics of limopani with the picture of lemon indicating it is a pure lemon drink. How to make it. Karachi. Korangi industrial area. HILAL produces five lines of powder drink: Limopani Body charger Shakerz 23 . Ingredients. 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. PRODUCT SUPPORT SERVICE No product support service is available. are marketed through the same outlets or fall within given price changes.STRATEGIC MARKETING AND PLANNING Made by KINGS FOOD (sister concern of HILAL ).
It is generating cash but the market is growing rapidly so heavy investment is needed to finance its growth.STRATEGIC MARKETING AND PLANNING Thanda Orange Thandai LIMOPANI 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. churan chatni and ding dong etc). Limopani is high growth and high share product of Hilal. 24 . which is provided by HILAL cash cows (choco4. It’s a star.
This sequence is known as product lifecycle. PRODUCT LIFE CYCLE A new product progresses through a sequence of stages from introduction to growth. The following figure shows the course that a product’s sales and profits take over its lifetime. maturity and decline.STRATEGIC MARKETING AND PLANNING 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. 25 .
trying to PRODUCT establish its quality Competition based price PRICE Intensive distribution DISTRIBUTION Situational ADVERTISING SALES PROMOTION Using heavy sales promotion BRAND DEVELOPMENT 26 .STRATEGIC MARKETING AND PLANNING Limopani is in the growth stage of product life cycle. As it is in the growth stage HILAL is seeking to maintain its position and capture more market share. At present limopani is in the growth stage of life cycle. In the year 2004 the company decided to launch the brand. The impact of limopani life-cycle characteristics on objectives and marketing mix is as follows: OBJECTIVES WITH REGARD TO MARKETING MIX: CONSIDERATION OBJECTIVE Offering basic product.
Limopani is energetic drink and associated with energy (brand positioning “Sunsip -----.STRATEGIC MARKETING AND PLANNING LIMOPANI EXISTING BRAND Hilal 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.energy”) PRODUCT CATEGORY New New Line Extension Multi Brands Existing Brand Extension New Brands Existing LIMOPANI LINE EXTENSION After the superb success of sachet launch of limo pani. It has introduced jars and cartons to introduce it as an occasional drink. hilal has introduced additional package sizes under the same brand sunsip. 27 .
100 Rs. List Prices of different package sizes of Limopani PACKAGE SIZE Sachet(26. consumers would not have purchased it.180 28 . if they offered low price. 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. They have adopted this pricing approach on competitor's on-going rates with less attention to their own cost. 6 Rs. Limopani promises to deliver traditional taste at same prices. consumers would have considered it as a low price product. 60 Rs. Hilal has used this method to compete with their 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. This pricing method has been extremely successful and has helped Hilal to achieve its objectives. Compared to their major competitors. 110 Rs. If they offered high price.STRATEGIC MARKETING AND PLANNING PRICE LIMOPANI PRICING APPROACH HILAL has adopted Competitive Pricing approach.8 gms) Economical Pack (225gms) Economical pack (450gms) Glass jar (250gms) Tin pack (900gms) PRICE Rs. On the other hand. Therefore.
Due to this they have set their prices as easily affordable by all markets that was the main reason of sachet launch of Limopani. This is why they launched Limopani first in sachets in low price matching their major competitor so that consumers can easily try it. 29 .STRATEGIC MARKETING AND PLANNING Hilal had set the initial price low in order to attract large number of buyers quickly and to win large market share. because setting lower prices would result in bad image and high prices would result in low sales. it’s a drink for any time any where. EXTERNAL Competitor’s price The major factor affecting its pricing strategy is competitor’s price. they have set prices following the general trend of its major competitor Tang. FACTORS AFFECTING PRICING OF LIMOPANI Internal factor “Marketing Objective” PRICING DECISIONS External factor “Competitor’s Price” INTERNAL Marketing objective Limopani’s marketing objective is to cater all market segments.
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.STRATEGIC MARKETING AND PLANNING DISTRIBUTION CHANNEL LEVEL FACTORY DISTRIBUTOR RETAILER 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. Hilal uses intensive distribution to make sure that the product is widely available at as many outlets as possible. Intensive Distribution Exclusive Distribution Selective Distribution Since drink is a convenient product. Distribution creates time and place utility. 30 .
STRATEGIC MARKETING AND PLANNING DISTRIBUTOR ORIENTED PROMOTIONS The company offers incentives to distributors against which they are expected to achieve certain sales target.g Aghaz. Naheed. TRANSPORTATION They are using trucks for transporting goods from factory to distribution centers. in urban. e. Sachets are available at every road corner store as well as at all big general stores. ASSORTMENT Limopani is easily available all over Pakistan. EBCO and Mottas for Karachi. these centers invest and stock their goods and finally deliver to retailers. whereas Limopani cartons and jars are available exclusively at big general stores and all grocery stores. LOCATIONS It is available all over Pakistan in all provinces. suburban and even in rural areas. 31 . INVENTORY They depot all the stock from factory to “distribution centers”.
while trying to keep the current consumers happy. Limopani takes out product promotions by its exclusive time checks on Radio and various Television channels. an instant drink that replaced traditional method of making Lemonade. 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.STRATEGIC MARKETING AND PLANNING PROMOTION Hilal being the market leader has a very aggressive promotion strategy. COMMUNICATION OBJECTIVE Initially. Its emphasis is on the major chunks of the market size. On a more detailed note it targets the lower middle class and middle class. therefore to stays on its consumer’s mind it involves in effective advertising campaigns on Print and Electronic media. 32 . It tries to draw in potential customers. TARGET MARKET Limopani’s target audience is basically the general public. The company promotes Limopani as a product which can be consumed by everyone to satisfy their needs. Hilal’s communication objective was to create awareness and knowledge about Limopani.
The great thing about the product is its name. uses bright shades of green. 33 .STRATEGIC MARKETING AND PLANNING MESSAGE DESIGN MESSAGE Emotional Selling Proposition: positive emotional appeal concerning love & joy. Multi-sided presentation: relates to younger generation as well as older one. “Limopani” The launch TVC of Limopani ‘Caveman’ implied on the old trusted form of lemon mixed with water. Attractive and popular models. Print ad. The message was overtly established through an ancient setting that transformed into contemporary situation. while drinking Limopani. displaying naturalness in their roles. Hilal established Limopani as a brand composed of natural ingredients. The follow up TVC based on the ‘Family’ was the effort to establish that Limopani is meant for all age groups. depicting an instant energy drink. Tv ads: quality family time is spent in a happy home.
Moreover during month of Ramzan Hilal especially advertises it as a perfect drink for Iftaar.e. display and broadcast media. an emotional appeal is being used to draw the audience. Their ads show that it is only instant drink that is refreshing and can be used any where like in shopping mall. content family and the picture of the product itself is also very eye catching. Later when sugar was out of the market then Limopani was promoted it as a drink which does not require addition of sugar. attention grabbing picture of laughing. the audience feel associated with the product.STRATEGIC MARKETING AND PLANNING Currently. In billboard ads. beaches etc. The fonts are equally distributed and homogenous throughout. At present their TVC focus on scorching heat of summers. COMMUNICATION CHANNELS Limopani uses a non-personal communication channel. The captions are large and there is huge. Limopani TVC’s 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. farm houses. Therefore. i. print media. 34 . It basically targets families as a whole. All the characters are well known models therefore. the color theme is bright green.
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. In the month of May 2004 even if some one haven’t watched TV they could not have missed to observe that a brand had been launched nationwide. anytime and anywhere was a great idea. there fore the role of advertising can never be ignored. just add water to the mix and there you have it. 35 . the freshness of Limopani. The idea of having Limopani in a sachet. because of effective use of Billboards. Excellent photography and execution and the treatment of the product as well as the models were ‘A’ class. The designs of the billboards were very eye catching with hoardings put up in every nook and corner of Karachi. Their ads reinforced the different occasions of the usage of the product. 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”.STRATEGIC MARKETING AND PLANNING ADVERTISING Brands are not only sold as physicals attributes but rather sold as perceptions. Limopani made effective usage of TV commercials on selective TV channels. According to the theme the colors used for billboards were very good.
36 . whether u are out shopping. care and affection among family and friend. Their ads show love.STRATEGIC MARKETING AND PLANNING Currently. Hilal advertises Limopani mostly through Radio and Television ads. or hanging out with friends. studying. exercising. The ads show that family and friends can spend good quality time together and can refresh themselves by having Limopani. For this they promote Limopani as a product which can be consumed at any time. This is inline with their mission of satisfying their customers. Their recent ads deliver the message that “Customer is always right”. Its objective is to satisfy all types of customers by focusing on their different need. Apart from focusing Limopani as a refreshing drink in their ads. Hilal is also highlighting their customers.
STRATEGIC MARKETING AND PLANNING COMPETITOR ANALYSIS (LUBNA) 37 .
at what prices. 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. They have to keep into consideration that what other competitors is offering. At a lower 38 . Limopani was a new concept but it has captured a very large market.STRATEGIC MARKETING AND PLANNING ANALYSIS OF COMPETITORS Competitors are the major threat faced by every company in a market. what benefits etc. as it acquires a dominant place in the market. all major powdered drinks are its competitors. Companies need to keep a careful check on its competitors. Limopani faces tough competition from Tang. what quality. However.
STRATEGIC MARKETING AND PLANNING side it faces competition with Energile. etc). SUNSIP LIMOPANI AS MARKET CHALLENGER In Pakistan Hilal dominates the confectionery product market. Bomba. Mitchell’s 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. INDUSTRY COMPETITION Competition that exists between several industries offering same product is called industry competition. Recently. a new powder drink “Frutility” has been introduced in the market. 39 . Kwikool and Suncool. Hilal’s 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. Limopani being a market challenger is giving a tough competition to brands like Tang and has been able to gain a respectable market share. Caution. FORM COMPETITION All different products that are satisfying the same need is called form competition. Blue OX. Limopani have form competition with Energy Drinks (Red Bull. Frooto. COMPETITIVE STRATEGIES Competitive strategy is the formal strategy that describes the method to “destroy” the competition in a business environment.
Tang has gained great popularity in Latin America and emerging markets in Central and Eastern Europe and Asia. including People's Republic of China. In order to counter this they introduced Limopani in sachets to attract customers from all social classes. 40 . real fruitflavored drink at an affordable price. By providing a nutritious. Limopani capitalized on this weakness and targeted the middle ad upper middle class of the society. enjoyed market leadership and acquired a dominant place in the market. there was no credible brand for the middle and lower class of the society.STRATEGIC MARKETING AND PLANNING Introducing Limopani in market was a risky because major competitor Tang. COMPETITORS AND MARKET SHARE PRODUCT TANG LIMOPANI ENERGILE KWIKOOL OTHERS MARKET SHARE 40% 20% 9% 5% 26% TANG Tang is the global leader in Kraft’s powdered soft drink portfolio. Since Tang was positioned as a premium brand. Hilal focused of segments which were ignored by Tang.
FRUITILITY Recently. 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. 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. Limopani will have to face a tough competition from them in the future. 41 . 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 belongs to powdered drinks Rafhan Bestfood Ltd which is owned by Unilever. Energile is the only energy drink produced and marketed by Unilever. National Foods has introduced a new powder drink by the name of “Futility”.STRATEGIC MARKETING AND PLANNING ENERGILE Unilever Pakistan Limited is the largest fast moving consumer goods company in Pakistan. Because National Foods is a well known brand among consumers.
STRATEGIC MARKETING AND PLANNING PERCEPTUAL MAP OF THE BRAND COMPETITION FACED BY THE COMPANY HIGH PRICE TANG FOSTER CLARKS LOW QUALITY HIGH QUALITY LIMOPANI ENERGILE KWIKOOL SUNCOOL FRUITILITY LOW PRICE The position which Limopani holds in the minds of the target audience is of high value. however the competitors lead in the area of perceptions. as TANG is considered to be the best and of most high value. It offers people more value than just a flavored drink. 42 . In reality the prices of Limopani and Tang are some what same but still it is not considered as a premium brand.
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 serve WEAKNESSES • • No previous experience No brand image OPPORTUNITY • • • • • Growing Market Health awareness Export in Myanmar. Bangladesh and India Future line extension in different flavors like pineapple. takes less space Aluminum foil safe / hygienic Economical.STRATEGIC MARKETING AND PLANNING SWOT ANALYSIS STRENGTH • • • • • • • • • Sugar free Effervescent Small pack convenient for shoppers. strawberry etc Less chances of WTO impact 43 .
STRATEGIC MARKETING AND PLANNING THREATS • • • Lower price brands Increased cost of advertising Imported raw material 44 .
STRATEGIC MARKETING AND PLANNING CONCLUSION Kings Food (Pvt. Thus King’d food gave birth to Limopani as a direct competitor of Tang and Energile in powdered energy drinks market. the company behind Limopani. Limopani has captured 20% market share and has been a great success. 45 . locally termed as “sikanjbeen” or “nibopani”. In Pakistan’s generally hot weather. you will often find “thailay walas” near bus stops or populated places selling these drinks. lemon juice is traditionally consumed in water to provide refreshment from the sweltering heat of the sun.) Ltd. saw the huge market of flavored powdered energy drinks with only few major players life Tang and Energile. Since its launch.
STRATEGIC MARKETING AND PLANNING RECOMMENDATIONS Limopani has well defined segments and the products are targeted and positioned accordingly. • There is a large segment of people at work who need drinks to refresh themselves. • Limopani is following the price trend of their competitors due to which they are losing on their costs. art shows. there are certain areas where Limopani can avail a lot of opportunities. targeting middle level companies and banks. pineapple etc as Limopani is a great success. Limopani should focus on this segment and capitalize on it. cricket tournaments etc. such as strawberry. Myanmar. However. Nepal etc. • Limopani should also focus on seeking international opportunity such as launching the product in India. Limopani can build more brand awareness and brand preference by sponsoring well-regarded events for example. 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. according to our analysis. Bangladesh. • Sun Sip should increase their product length of powder drinks by introducing flavors which are more popular among the masses these days. 46 .