This action might not be possible to undo. Are you sure you want to continue?
The objective of this presentation/report is to provide with experience in applying the concepts and methods of marketing to a real world marketing opportunity.
The marketing strategy specifies the target market, positioning, competition and product, pricing, place, promotion strategies. The report covers Target Market, Marketing Mix, SWOT analysis, and Market scanning to evaluate the current position of the brand itself
¶Limopani· has been selected as the product for the report.
Introduction Marketing Process Marketing Mix Competitors SWOT Analysis Market Survey Conclusion
Hilal started business in 1952 and is presently Pakistan·s leading confectionary producer. The current product range consists of the following categories: Candies( Hard boiled and deposited), chewing gums, bubble gums, jellies, chewy toffees, chocolate(beans, wafers and biscuits), powdered drinks and bakery products.
To be recognized as a successful and leading group of diversified businesses, constantly evolving and innovating for the benefit of its own customers, employees ,environment and society at large. To be the proffered choice of consumers for various products and services in the local as well as international market.
achieve customer satisfaction in response to changing market trends innovate within existing products and technologies according to market trends maintain its high market share and market leadership be accessible to all segments in the market constantly maintain its high quality standards
Segmentation Dividing a market into distinct group of buyers on the basis of needs, characteristics or behaviors who might require seprate products or marketing mix. Target Market The process of evaluating each market segmentation·s attractiveness and selecting one or more segments to enter. Positioning Arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumer.
DEMOGRAPHICS In demographic segmentation, the market is divided groups based on an age, gender, family size, occupation, religion, race and nationality. Age: 13 ² 35 (people engaged in sports activities / professional athletes) 20 ² 45 (field workers) 45 + (Seniors) 8 and above (no field required) Gender: Males and Females Income: 15,000 Rupees and above per Household (A Income Class of Pakistan) Occupation: Professional Athletes, Sportsmen, Professionals, Students, Housewives, Senior Citizens Family Size: In Pakistan, the average family size is of about 6-7 people per household Race: Any Religion: Any
Primary Target Market: Young generation (female & male) needs instant energy drinks in busy schedule. Used as health supplement too
Secondary Target Market: All people who take energy supplements. Anyone who enjoys flavored drinks Occasional drinkers (like in Ramadan)
PSYCHOGRAPHICS Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation. Life Style: Health conscious people who exercise and avoid energy drinks which have artificial flavorings and ingredients such as high content of caffeine, which is harmful for the body. These kinds of drinks are especially avoided by professional athletes. Social Class: It·s an economical drink which can be afforded by anyone especially the sachet. BEHAVIORAL Occasions: The drink is very popular in Ramadan, again the main reason being that it gives instant energy when the fast is broken. But now it will be used all round the year. GEOGRAPHICS Geographic segmentation is about dividing the market into various geographical units. Karachi, Lahore, Faisalabad, Rawalpindi, Multan, Hyderabad, Gujranwala, Peshawar, Quetta, Isl m b d, Sargodha, Sialkot , Bahawalpur
Brand positioning is basically the brand image or perception about the brand in a consumer·s mind. They see that where does the brand stand and what benefit it provides to them. Limopani has built a strong brand image in consumers mind with the strong idea of ¶Kabhi bhi ,kahen bhi· available every where with ease. Its promotional campaign and advertising have not only succeeded in developing product association in the minds of consumer, but also have set as bench-mark that other companies must follow in order to be successful.
The marketing mix is generally accepted as the use and specification of the 'four Ps' describing the strategic position of a product in the marketplace.
Product Price Place Promotion
Hilal Confectionary (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 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 walasµ near bus stops or populated places selling these drinks, locally termed as ´sikanjbeenµ or ´nibopaniµ. Thus, Hilal gave birth to LimoPani in April 2003 as a direct competitor of Tang and Energile in powdered energy drinks market.
PRODUCT ATTRIBUTES A refreshing and delicious drink good for sunstroke, quenching the thirst, palpitation, nausea and other summer complains. Because of it·s being in convenient will be available in sachets and small pouches, jar easy to use for our customers. Even now can have easy to carry stick sachets whenever they want and wherever they want. PRODUCT PACKAGING Good design contributes to product usefulness. Another way to add customer value is through distinctive product style and design. A sensational style may grab attention and produce pleasing aesthetics. As people are becoming more and more health conscious day by day, Limopani is packed in sun protective pouches and satchel easy to carry costly for the firm but customer satisfaction and quality product transfer is a duty Hilal Confectionary (Pvt) Ltd.
LimoPani Jar 250gm LimoPani jar 500gm LimoPani tin 900 gm LimoPani tin 1500 gms LimoPani tin 2500 gms Limopani sachet 12x24 (.25 gms) LimoPani 24 sachet box LimoPani stick pack 24 LimoPani pouch 250 gms LimoPani pouch 500 gms LimoPani pouch roadman pack 150 gms
A new product or service that is related to an existing brand, but that offers a different benefit and/or appeals to a different target segment.
Price is the any amount of money that customers have to pay while purchasing the product. More broadly, price is the sum of all the values that consumers exchange for benefits of having or using the product or services The following factors were considered in the pricing of Limopani: Marketing objective i.e. market share leadership through price penetration (lower price for getting maximum market share). Marketing mix strategies. Costs. Other organizational considerations. The market and demand. Consumer perception of price and value. Competitor·s prices. Other external environmental factors.
In selecting distribution channel consumer characteristics play an important role. The most important factor regarding consumers is their need. These include shopping locations and hours, credit facilities, size of the market and purchase behavior. LimoPani Jar, Tin and sachets would be placed at all retail outlets in super markets throughout the country. Proper consideration has been given in making a profile of all the shops with a large ´crowd-pullerµ potential, e.g. the Agha·s supermarket, Naheed, Imtiaz, etc
Hilal along with its other sister companies entered into export in 2001 and in this short span of 5 years has become one of the leading company of Pakistan exporting wide range of the its products all over the world.
Promotion is the method used to inform and educate the chosen target audience about the organization and its products. PROMOTIONAL STRATEGIES The promotional strategy for LimoPani would consist of the following sources:
Satellite Advertisement. Cable TV Advertisement Radio Channels
Promotion Budget Division
6% 10% Setillite Channels 12% Cable Channel Radio Hoardings 73%
SALES PROMOTION To increase the sales with the target market, offers would bmade to the customers. An example of this offer launched in Ramadan ´Buy 5 Limopani pouches and get one Free.µ . EVENT MARKETING Sponsoring Musical Programmes: Saaz-o-awaz is a popular musical program where you can enjoy your favorite ever green songs in new style with new singers voice. backdrop of the show is sponsored by Limopani. Even the complete show is organized by the company.
Sponsoring Songs Programme Many old songs like ¶Allah hi allah kya karo· ,·Ay dil mujhy bata de· , ¶chor babul ka ghar· etc are Remixed with the sponsorship of Limopani and getting played on different satellite channels.
PRODUCT AWEARNESS The new commercial of Sunsip Limopani is about product awareness, teaching what the right way to product is, in proper quantity.
Limopani has direct and indirect both types of competitors. As we see Limopani at every departmental and convenience store and these days people got awareness of product, we can safely say that it is in a maturity stage. The sale is at its peak. Many competitors have been here, Launching different flavors matching the Limopani. Competitors also tried their best to beat the product. E.g. Tang gave some discount offers and lucky draw schemes, but Limopani found its right place in the market. Industry profits go down somehow, because when there are so many competitors Limopani would have to go beyond the normal promotional strategies to support their product. Some of the competitors listed here. Energile Tang Rooh Afza
LIMOPANI FORECAST & ACHIEVEMENT
25,000 22,800 21,800 20,000 19,691
15,000 12,544 11,815 11,810
STRENGTHS A popular summer drink that quenches thirst, maintains the water-electrolyte balance, and acts as an instant source of energy for the body. It acts as a coolant and enhances resistance towards diseases. It is recommended by some doctors for weak and old people. WEAKNESSES Company·s inability to maintain distribution even when they were doing publicity at large Seasonal variations in sales Ever changing customer preferences like, now customers ask for convenience Ever changing external environment.
Unique flavor . Population is increasing by a considerable rate per year, giving us another opportunity to increase our market share. LimoPani has a supreme brand image in people·s mind, it can go for line extension and enter the category of pure juices.
The biggest threat for LimoPani has always been the competitors in the industry. Prices and the inflation rate is increasing day by day , this reduces the purchasing power of the customer and the lower income groups could find it difficult to afford LimoPani which would directly leave a negative impact on the revenue.
Factors affecting the choice of drink:
Factors Quality Advertisements Brand image Price Taste Results 25% 0% 13% 6% 56%
About the brands of ready drinks mostly consumed:
Drinks Tops Frost Nestle Shezan Country Tang Pepsi and coke Other gas bottles Other juices Result 4% 14% 20% 4% 2% 24% 20% 8% 4%
Which drink quenches thirst:
Options Fruit juices Rooh Afza Limopani Others Result 6% 31% 44% 19%
Awareness of people about Limopani:
Option Limopani Result 100%
How did people find it:
Options Good Better Best Just right Results 19% 81% 0% 0%
What extend people are satisfied with Limopani: Options Very much satisfied Just satisfied Not much satisfied Dissatisfied Results 28% 58% 6% 4%
Alterations people want in Limopani
Options Packaging Change Flavor change Color change No change Results 44% 19% 25% 13%
The basic thing that people like about Limopani:
Options Taste Color Everything Nothing Results 56% 0% 25% 19%
Limopani Punch Line:
Options Naam hi kafi hay Pio thanda thanda bolo metha metha Kabhi bhi Kahen bhi Tum hi to ho Results 0% 25% 75% 0%
How often do you use Limopani:
Options Daily/Once in a week Monthly In 2-3 Months Yearly Don·t use Results 69% 6% 13% 6% 6%
How likely are you to recommend Limopani to others:
Options Definetly will recommend Never Probably will do May be Results 38% 13% 13% 38%
Weakest point of Limopani is according to you.
Options Pricing Distribution to Places Promotion Product Quality None of these All of these Results 40% 0% 7% 7% 40% 7%
Second choice after Limopani.
Options Thanda Orange Tang Rooh Afza Energile Nothing Results 21% 29% 36% 0% 14%
At present, HILAL is the market leader in its wide range of product. Due to a very strong and favorable association with the quality the brand recall is very high. And so because of this the rate of brand preference is also goes up. However their advertisement is mass but need more maturity level. Here we can also see from the results their slogan is working because their emphasis on availability and ease, but sometimes it doesn·t fails too.
Hilal should manage its distribution channels so that there might not arise channel conflict. Customer retention is very important in order to increase market share Value delivery in every step of network is key to attract customers Pricing schemes can be launched for better sell graph. Hilal should use social gathering and events for promotion like Pakistan Day, Summer Camps, Basant and other important events. It can give price cuts, discounts on purchasing constantly its products like membership discounts etc.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.