Advertising Campaign

Analysis
LMN vs NIMBU FRESH
AMIT KUMAR (070)
BHARATH BALAJI (080)
KARAN MALHOTRA (090)
NIKHIL JOHN KURIAN (100)
RANJAN PANDA (110)
SHRUTI PRAKASH (120)

Marketing Excercise II
Soft-drink segment in India
 Traditionally populated by carbonated soft drinks such as Pepsi, Coke, Thums up
etc
 Total market size of soft drinks industry is 7500 crore
 Non-carbonated beverage segment is growing at more than double the rate of
carbonated beverage segment
 The 3 major brands in the lemon based non-carbonated beverages
 Minute Maid Nimbu Fresh by Coca Cola
 Nimbooz by Pepsi
 LMN by Parle Agro
 The size of the largely unorganized ‘nimbu paani’ market is estimated to be around
1 bn cases with around 285 mn cases in the organized category
Nimbu Fresh
 Launched in Jan 2010
 The tagline is “Bilkul Ghar Jaisa”
 Strategy of competitive pricing to catch up with already
established players
 Marketing objectives
 Launch the best quality product in the category
 Reach 90,000 outlets by end of 2010
 Communication tools used in campaign
 Advertising
 Events and experiences
LMN
 Launched in March 2009
 Tagline is “Emergency Lemon Refresher”
 Strategy of converting the consumers of unorganized lemon drinks
to branded lemon drinks
The strategic price point is developed keeping in mind the distribution
opportunity for the brand LMN
 Marketing strategy
 Establish LMN as the best thirst quencher in category
 Communication tools used
 Advertising: Television and print advertising
 Sales promotion: point of purchase promotions
Ad-analysis - LMN
 LMN takes us all the way to Kalahari in Africa to bring alive the
height of thirst and establish the brand as the best thirst quencher
 TV Commercial description:
 The ad portrays an African tribal man trying to quench his thirst by a drop
of water by squeezing a wild uprooted plant
 When the drop falls down he is distracted by a fellow tribal and LMN drink
pops out depicting the new way to quench thirst
Ad-analysis - Nimbu Fresh
 Nimbu Fresh plays on the “Indianness” associated with ‘Nimbu
paani’ and tries to create an emotional connect with the audience
 TV Commercial description:
 A working professional is reminded of his mom’s handmade fresh ‘nimbu
paani’ which he drank when he was a small kid
 Establishes a societal connection by a link to home
Comparison of LMN and Nimbu Fresh

Attribute Nimbu Fresh LMN

Strategy Competitive pricing to Growth of non-carbonated
catch up with established lemon drink market
players
Marketing objective 1) Establish Nimbu Fresh Establish LMN as the best
as best quality product ‘thirst quencher’ in the
2) Reach 90000 sales category
outlets by end of 2010
Communication tools 1) Advertising 1) Advertising
2) Events and experiences 2) Sales promotion
Target audience 1) Potential buyers of 1) Current users of LMN
lemon based non- 2) Potential buyers of
carbonated soft drink lemon based non-
carbonated soft drink
Comparison of LMN and Nimbu Fresh

Attribute Nimbu Fresh LMN

Message strategy 1) Sensory and social 1) Sensory satisfaction
satisfaction 2) Product-in-use
2) Product-in-use experience
experience
Communication objective Brand awareness Brand attitude
Are message strategies Yes. The ads give ability to No. The perceived ability
likely to achieve identify the brand through to meet relevant need is not
communication objectives? sensory and social apparent.
satisfaction.
Creative execution Transformational appeal Informational appeal
methods
Are creative execution Yes. The non-product- No. The thirst quenching
methods effective? related benefits are evident ability is not apparent from
from the ads. the ads.
Modifications suggested

Suggested modifications on the basis of

Attribute comparison Nimbu Fresh LMN
Message strategy The ads are able to relate The ads need to show how
to sensory and social LMN quenches the thirst.
satisfaction. They should include scenes
of people getting satisfied
by drinking LMN.
Creative execution The non-product-related The ads does not show that
methods benefits are apparent from LMN is the best available
the ads. thirst quencher. It should
focus on how LMN
satisfies thirst in the best
way possible.
Thank You