Soft drink Marketing Project Essay

Limca is a Lemon drink or something like a lemonade flavoured soft drink which is mainly made in India and it is also produced in a few parts of U. S. A. This drink was originated in India and has one of the biggest market shares of soft drinks there Research Customer-Satisfaction I have personally spoken to customers that live in Dubai and have tried this drink in India or U. S.

A and I have come to a point where approximately 75% of the 25 people that I asked they have mentioned that the drink is great and it should surely be sold in Dubai just as the other soft drinks and they all also think that it is a drink that will surely be liked by other people who haven’t tried this drink. I have also done some background research and I have realized that there is no carbonated lemon drink that is available in Dubai. And Limca is one of the drinks that are loved by the people that are from India and the people that live in Dubai.

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Another great example of such a product is the coffee that is produced by Tim Hortons. Tim Hortons is a coffee shop that had originated in Canada and is loved by everyone there. If you go to Canada, Tim Hortons is available almost everywhere. When Tim Hortons moved to Dubai they had one store on sheikh zayed road and they now have a store in almost every major mall and it is loved by all the Canadians and also all the other people who have not had their coffee before. Questionnaire

I have created a questionnaire that I had sent to 13 random people that I did not know, which means that I did not know whether they knew the drink or not and they have answered the 6 questions that I have asked. After asking these questions to a few random people I have come to know that many people that I have sent this to know do know the drink and have tried the drink before. According to my research I have figured out that this drink would surely do a good job in Dubai if it was advertised well and if it was sold at all the right places.

The only thing the drink would have to watch about is that there are also a lot of competitors in the same industry, which means that they would have to watch the prices and not increase it too much as customers would take the alternative instead. Internet Ramesh Chauhan, the owner of Parle Agro was interviewed in 2008 and had revealed that he had come across the drink Duke’s Lemonade and had approached the owners requesting them to share the formula for the drink and he had also promised not to market it in India and this was turned done by the owners of Duke’s Lemonade.

Ramesh Chauhan decided to come up with his own formula of a similar lemonade drink when he came up with the brand Limca in 1971. In 1992, when the Indian government allowed Coca-Cola to return for operations, at the same time as it admitted Pepsi for the first time, Coca-Cola bought local soft-drink brands, from Parle Agro owner Ramesh Chauhan including Limca, Thumbs Up, Maaza, Citra and Gold Spot. Coca-Cola and Pepsi had come to the Indian government in 1992 asking to return to aking soft drinks in India, although Pepsi had not been in India before and it was their first time. Coca-Cola Then bought the local soft-drink brands for Parle Agro which included brands like Limca, Thumbs Up, Maaza, Gold Spot and Citra Limca mainly marketed in India is sold in 200 and 330 ml glass bottles with a maximum retail price of 8 Indian Rupees (INR) and 11 INR respectively. The 330 ml cans are priced at 18 INR; 600 ml Plastic bottles priced at 25 INR, 1. 5 liter and 2 liter Family Pack plastic bottles which are priced at 45 and 55 INR respectively.

Like we see in Dubai this soft drink is really popular in India and it is available in Cinemas and every small sore that you pass by. Well in India you also have Limca sold in 350 ml paper glasses also known as tumblers. The only different thing about this is that the prices vary according to the sore that you bought it from. Marketing Mix This drink is mainly aimed teenagers and young adults. Adults in general do not like carbonated drinks as drinks which have alcohol are often preferred by them.

If this product is being sold in different countries they have to make sure that it is sold in the right places and promoted in the right places. Such drinks are not preferred by some people if they haven’t seen it before and very often all these drinks are priced at almost the same price and they realize that they shouldn’t waste their money, it very often turns out to be that the person buys the drink and doesn’t like it. Then later they realize that it was a waste of their money. Conclusion

If the people of Limca decide to do such research as I did they would realize that it wouldn’t be such a bad idea to start the production of their drink in other countries, but there is disadvantage to it too, it is normally very expensive to start production in other countries and also the fact that it is not very easy to get permission to start production in other countries unless you are quite a big company. I would conclude by saying that it would be a great idea for Limca to start the production of their drink worldwide and they would make a loss in the beginning and they would surely make profits after a while.

Bibliography “Coca-Cola India. ” Coca-Cola India. N. p. , n. d. Web. 3 Dec. 2012. “Get Posts by Paavan Solanki and All Your Favorite Blogs in the New Panorama Viewer! ” World Amazing Records. N. p. , n. d. Web. 28 Nov. 2012. “Get Posts by Paavan Solanki and All Your Favorite Blogs in the New Panorama Viewer! ” World Amazing Records. N. p. , n. d. Web. 28 Nov. 2012. Appendix After multinational beverage corporations were forced to withdraw from India in 1975, local bottlers created their own flavors to fill demand for soft drinks. Limca is a cloudy citrus drink somewhat akin to Sprite or 7up.

When Coke and Pepsi were allowed to return to India in 1992, the Limca brand was purchased by the Hindustan Coca-Cola Beverage company. Limca is also known for the Limca Book of Records, a compendium of facts and oddities similar to the Guinness Book of World Records. Like most other soda’A soft drink is a non-alcoholic beverage that typically contains water , a sweetener, and a flavoring agent… s, Limca is generally sold in glass bottles within India, which are returned to the store or restaurant after the contents have been consumed.

The bottles are sent back to the manufacturer, washed and reused, because the bottles are more expensive than the drink itself, and selling the drink in tin cans and plastic bottles steps up its market price. However, the drink is also sold in tin-cans and plastic bottles. Limca Book of Records Limca also produces “Limca Book Of Records”Limca Book of Records is a record book of Indian origin. First published in 1990, when the Limca Brand was owned by Parle Group. The book continued to be published by Coca-Cola, when they bought the Limca Brand. The 20th edition of this book was released by Amitabh Bachchan in March 2009… a record book similar to the Guinness Book of Records, started originally by Mr Ramesh Chauhan. The Limca Book of Records details feats, records and other unique statistics from an Indian perspective. One of Limca’s original and very popular taglines was “Limca. It’s veri veri Lime & Lemoni. ” In India reigning top Hindi film actress and actors are generally chosen as brand-ambassadors for the product. Limca Book of Records is a record book of Indian origin. [1] It was first published in 1990, when the Limca Brand was owned by Parle Group. The book continued to be published by Coca-Cola, when they bought the Limca Brand.

The 20th edition of this book was released by Amitabh Bachchan in March 2009. [1] The Limca Book of Records is published with the patronage of Coca-Cola India which manufactures the soft drink called Limca. It was started originally by Ramesh Chauhan, who sold it to Coca Cola in 1993. The current editor is Vijaya Ghose. Its year 2006 edition was launched in New Delhi by Atul Singh, CEO of Coca-Cola India. On September 25th 2007, a special edition of it was released by Coca-Cola to commemorate 60 years of India’s independence. On May 30th 2008, the 19th Edition was launched in New Delhi, India.

Amit Mitra, secretary-general of the Federation of Indian Chambers of Commerce and Industry (FICCI) addressed the attendees in this event. Its 20th edition was released by Amitabh Bachchan. Indian Space Research Organization (ISRO) chief G. Madhavan Nair also participated in this event. The 21st edition of the book was launched on March 29, 2011. As the Sports Achievers Special Edition, it pays special tribute to the Indian sportspersons proud in the 2010 Commonwealth Games and Asian Games. The book comes out in three languages; English, Hindi and Malayalam.


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