Marketing and Powdered Energy Drinks

The LimoPani Marketing Mix

I. Introduction

Kings Food (Pvt.) Ltd, the company behind LimoPani, saw the huge market of flavoured 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.
II. Competition & Market Structure

The major competitors of LimoPani are Energile and Tang. The market structure of powdered energy drinks is as follows:

III. Product

Product Classification

LimoPani is a shopping good which transitions into a convenience good. We have classified it thus, because:
 This good initially requires comparison with other like products in the market, e.g. Tang, Energile.
 It is not very low priced.

Three Levels of Product

With LimoPani we are concerned with the core benefit offered and the actual product attributes.
Core Benefit
LimoPani’s core benefit can be phrased as:
“LimoPani is an easy-to-make instant drink which will refresh you in the Pakistani weather be it hot or cold”

Actual Product

 Quality

Quality has a direct impact on the product’s performance. LimoPani has been surveyed and claimed to be “great tasting” and “very refreshing”. LimoPani is considered to be a product of very high quality.

 Features

LimoPani does not have any extraordinary features since it is just a beverage and an edible item which is consumed over and over again.

 Branding

LimoPani as a brand name has been highly successful. This is because the target market responded well to the word “LimoPani” which