Advertising Campaign Analysis LMN vs NIMBU FRESH

AMIT KUMAR BHARATH BALAJI KARAN MALHOTRA NIKHIL JOHN KURIAN RANJAN PANDA SHRUTI PRAKASH (070) (080) (090) (100) (110)

(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 Advertising: Television and print advertising Sales promotion: point of purchase promotions

Communication tools used

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 moms 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 Strategy Nimbu Fresh Competitive pricing to catch up with established players 1) 2) Establish Nimbu Fresh as best quality product Reach 90000 sales outlets by end of 2010 LMN Growth of non-carbonated lemon drink market Establish LMN as the best thirst quencher in the category

Marketing objective

Communication tools

1) 2) 1)

Advertising Events and experiences Potential buyers of lemon based non-carbonated soft drink

1) 2) 1) 2)

Advertising Sales promotion Current users of LMN Potential buyers of lemon based non-carbonated soft drink

Target audience

Comparison of LMN and Nimbu Fresh

Attribute Message strategy Nimbu Fresh 1) Sensory and social satisfaction 2) Product-in-use experience Brand awareness Yes. The ads give ability to identify the brand through sensory and social satisfaction. LMN 1) Sensory satisfaction 2) Product-in-use experience Brand attitude No. The perceived ability to meet relevant need is not apparent. Informational appeal No. The thirst quenching ability is not apparent from the ads.

Communication objective Are message strategies likely to achieve communication objectives?

Creative execution methods Transformational appeal Are creative execution methods effective? Yes. The non-productrelated benefits are evident from the ads.

Modifications suggested
Attribute

Suggested modifications on the basis of comparison Nimbu Fresh LMN

The ads are able to relate to sensory and social satisfaction. The ads need to show how LMN quenches the thirst. They should include scenes of people getting satisfied by drinking LMN. The ads does not show that LMN is the best available thirst quencher. It should focus on how LMN satisfies thirst in the best way possible.

Message strategy

Creative execution methods

The non-product-related benefits are apparent from the ads.

Thank You