Published by MBA Skool Team, Last Updated: January 18, 2019
Marketing Strategy of Limca analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Limca marketing mix, help the brand succeed in the market.
Limca marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Limca Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Limca marketing strategy can be explained as follows:
Limca is a lemon flavoured aerated soft drink which is a product under the Coca Cola company. Under the marketing mix product portfolio, Limca provides aerated drink of lemon flavour and it comes in bottles of different sizes like 600ml, 750ml, 1.5 litres as well as cans thereby creating a depth in the segment. Since 1980, they have published Limca Book of Records similar to Guinness Book of World Records to acknowledge the exceptional talents and events across the country. The brand has constantly innovated with the product and regularly come up with various variants to ensure that customers keep on trying the beverage.
Limca Price/Pricing Strategy:
Below is the pricing strategy in Limca marketing strategy:
Limca is offered within a price range depending upon the packaging and volume of the drink.
In India, it varies from INR 15 to INR 90 depending on the size of the bottles or cans bought. Coca Cola, the parent company of Limca ensures a competitive pricing strategy for this brand and variations in prices are supported by changes in the volume and attractive offers like increased volume. Based on different geographic segments, the price varies since the beverage market is an oligopolistic market.
Limca Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Limca SWOT Analysis, STP & Competitors
Limca Place & Distribution Strategy:
Following is the distribution strategy in the Limca marketing mix:
The appropriation arrangement of Limca pursues the FMCG dissemination design. The practical conveyance system of this aerated beverage has nearly disintegrated the small and middle dimension players in the market. In India, they have caught even the provincial market by its large outreach and extensive distribution network. With the strong distribution and supply chain of the parent company, Limca is available at almost all groceries, departmental stores, super markets etc.
With the growth of food and beverage e-commerce platforms, the brand also uses the online channel to boost sales.
Limca Promotion & Advertising Strategy:
The promotional and advertising strategy in the Limca marketing strategy is as follows:
Limca is promoted through advertisements in print and digital media by targeting the consumer behavior and lifestyle of the targeted segments. They always try to associate their brand with freshness and that reflects in their promotional strategies too. It allows price discounts to distributors and retailers to push the product. Celebrity endorsements are a core part of Limca’s promotional strategy and it enables the product to pull its demand in the market. Hence this completes the Limca marketing mix.
Limca is a prevalent brand of lemon enhanced circulated air through beverage now produced and sold by Coca-Cola India. The drink which is situated as fresh, clear and reviving is focused towards the young. The lime seasoned beverage Limca does not have any organic product squeeze or natural product content in it yet uses fake flavors basically.
The beverage was owned at first by the Indian organization Parle and after various takeovers it was incorporated into the brand portfolio of Coca Cola Limited.. From the time it was propelled in the year 1971, the brand Limca has been a noticeable alignment in the Cloudy Lemon segment.
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