LMN was originally launched in 2009 as a lemon drink but failed to gain traction in the market. Parle Agro is now re-launching LMN with a new marketing strategy. They will segment the market geographically focusing on metro cities and hot areas. Targeting will be undifferentiated aiming for all Indians. The new positioning will focus on LMN being healthy, fresh and natural. The revamped marketing mix includes new variants, competitive pricing, expanded distribution channels, large advertising campaigns, and promotions. The goal is to move LMN out of the decline stage of its product lifecycle by strengthening its brand in the lemon drink category.

1. RE-LAUNCHING LMN
-BY VAIBHAVI SHAH
EMBA- B
78

2. BACKGROUND
• LMN was launched by parle agro in March 2009,
as non-carbonated lemon drink (nimbu paani or
lemonade)
• But it failed to make an impact.
• Ms Nadia Chauhan, Joint Managing Director and
Chief Marketing Officer, Parle Agro said LMN had
been in a test-marketing phase ever since its
launch.
• Very limited and focused on metros and mini
metros.

3. BCG ANALYSIS OF PARLE AGRO CO.
STARS
APPYFIZZ ,APPY
QUESTION MARKS
BAILLEY, SOFTEASE
CASH COWS
FROOTI
DOGS
LMN,HIPPO
BCG
MATRIX
H
I
G
H
L
O
W
HIGH LOWMARKET SHARE
M
A
R
K
E
T
G
R
O
W
T
H
R
A
T
E

4. SWOT ANALYSIS
Strengths
Brand name-parle
Strong distribution network
Catering to masses
Low and mid range pricing
Weakness
Dependence on retailers and stores
Low motivation to distributors
Inadequate advertising
Opportunities
Highly unorganized nimbu paani market
High potential for growth
Change in consumer preference
Demand for healthy drinks
Threats
Increase in distribution cost
Competitors- nimbooz, minute
made pulpy
Local nimbu paani availability
New entry

5. SEGMENTATION
• Geographically :
Metros like Mumbai, Delhi, Chennai, Bangalore,
Gujarat etc
Areas with hot climatic conditions and densely
populated
• Demographically :
Demographically there will be no segmentation
as it is for everyone irrespective of their age,
sex, occupation, caste, education etc.

6. • Psychographic:
There is no psychographic segmentation as this
drink is for everyone irrespective of their
social class, personality and lifestyle
• Behavioural:
For people who prefer something natural over
aerated, who are health conscious.

7. TARGETING
• Our target - INDIANS living in metros and
areas with hot climate, people on the go,
people who are health conscious and who
prefer something natural and healthy.
• Our targeting strategy -undifferentiated
strategy as LMN is for a broad segment and
common for everyone.

8. COMPETITORS POSTIONING
Minute made pulpy:
traditional, ghar ka nimbu
paani, pure.
Nimbooz: fun ,traditional
and pure
No reference to health,
freshness.

9. POSITIONING
• Tag line: Healthy, fresh, real...its all here.
• Product logo:
The tag line and the logo is designed in a way that it positions the
product in minds of prospects as a healthy, fresh and natural drink.
All in one. It easily communicates what the brand promises.

10. PRODUCT LIFE CYCLE STAGE
Time
Sales
&
Profits
Profit
IntroductiOn Growth Maturit
y
Decline
Sales
LMN

11. STRATEGIES
• Heavy advertising
• Strengthen distribution
• Add new products

12. NEW
MARKETING
MIX

13. PRODUCT

14. Name of the product: LMN
Traditional, stylish, youthful, quick and
easygoing.
 LMN. Snappy, cool, young and of course, a
lemon via text messaging.

15. Design of the product
• Premium,
international, bold,
bright, modern and
boutique And most
importantly, in one look
it had to communicate
what it was.
• LMN will be available in
110ml Tetra, 200ml
Tetra and 500ml and 1l
bottle.

16. • Product variants:
LMN classic
LMN masala twist(new)
LMN berry blast(new)
• Product benefits:
Natural, refreshing, tasty, low calories, healthy
evergreen Indian drink, suitable for any
occasion!!!

17. PRICE

18. Variants /qty LMN classic LMN
Berry blast
LMN masala twist
110 ml 5 rupees 6 rupees 6 rupees
200 ml 10 rupees 12 rupees 12 rupees
500 ml 20 rupees 23 rupees 23 rupees
1 l 35 rupees 38 rupees 38 rupees
Price -quality strategy: High value

19. PLACE

20. Distribution channel
Manufacturing
unit
Parle depots
Wholesalers
and
distributors
Retailers
End
consumers
 To push products in the market, distributors will be given higher
margins on LMN:
Margin for distributors- 10%(initially)
Margin for retailers- 4%(initially)
 Rewarding High Performance
Provision of attractive stalls and posters, led boards, etc
Providing the dealers with fixed sales schedule for their convenience

21. PROMOTION

22. Advertising :
•Newspapers : Full page
advertisement in Hindustan Times,
DNA ,Times of India.
•Radio
•Television ads
•Banners & Hoardings
•Brand Ambassador (alia bhatt)

23. Promotion :
 Holding contests, sponsorships
 Distribution of free samples in navratri, fun
and fair(places like essel world, water
kingdom, adlabs imagica) , Indian premier
league.
 A special LMN van stationed at various
colleges and busiest areas POST launch.

24. THANK YOU