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)
Chocolates Powder Drinks
Choco 4, Heart , Fish.. Body Charger,
Limopani, Shakerz...

Bubble Gum Bakery

Ding Dong... Kake.........

Jellies Candies
Amrud Jelly, Mix Fruit Aamrus,Botlo, Pan
Jelly, Starlet Jelly.. Energic,Pasand,Whita..

Pan Masala Wafers

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

Chewing Gum Chew Toffees

Kool Gum, Freshup Cocoz, 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

POSITIONING
Lime 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
Small pack Occupy less shelf space
Easy handling

Sorbital No risk of weight gain specially to

weight conscious.

Effervescent Easy to made easy to serve,

refreshing and sparkling

Sachet pack Can be sold 1 to 2 sachet separately

Balance formulation of Vitamin C and Provide adequate supplementation of
Minerals Vitamins and Minerals to the user

Affordable Price Most of the consumer can easily buy

Imported Flavor Better acceptance by all age group
same as of original Lemon
 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% Oth e rs
K w iko o l 26 %
5%
• Others 26% E n e rg ile
9%
]

T an g
L im o P a n i 4 0%
20 %
 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