NIMBOOZ EKDUM ASLI INDIAN

Brand History

Nimbooz was launched in India on the 28th of February 2009. It is the latest addition to the Pepsi beverages portfolio.
Brand Advantage

The brand delivers very strongly on certain expectations. These are:

Locally Relevant Taste

Nimbooz is a great tasting product. It has capitalized on the existing familiarity with and high consumption of unpackaged / home-made nimbu pani. It has remained true to its authentic Indian Identity by using the traditional Matka (Earthen Pot) and Squeezer in the manufacturing process.
Convenience and Great Value

The product is available in three convenient formats, 350ml PET, 200ml RGB and 200ml Tetra at the remarkable price points of Rs15, Rs 10 and Rs 10 respectively.
Accessibility

Nimbooz is Indias first nationally available packaged Nimbu Pani.

Hygienic

It is just like home-made nimbu pani. You can enjoy its natural and delicious lemony refreshment anywhere you go.
QUICK BRAND FACTS

Indias first nationally available packaged Nimbu Pani. It was launched in India in 2009.

Marketing Mix Nimbooz

Product: PepsiCo India launched a packaged nimbu paani offering Nimbooz under its 7Up brand to expand its non-carbonated drinks portfolio. Nimbooz is a non-carbonated lemon drink which contains no artificial flavors and contains real lemon juice. You are here: Home / MARKETING MIX'S / Marketing Mix Nimbooz

Marketing Mix Nimbooz

November 4, 2010 By Hitesh Bhasin Leave a Comment

Product: PepsiCo India launched a packaged nimbu paani offering Nimbooz under its 7Up brand to expand its non-carbonated drinks portfolio. Nimbooz is a non-carbonated lemon drink which contains no artificial flavors and contains real lemon juice. Price: Nimbooz is available in three packaging formats of 200ml returnable glass bottles, 350ml PET and 200ml Tetra priced at Rs 10, Rs 15 and Rs 10, respectively. Promotion: PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan has build awareness through multi-city launches and road shows, 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors, TV commercial that reflects Nimboozs Ekdum Asli Indian proposition. A special Nimbooz Highway Gadi has also been created that visits the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education. Place: PepsiCo already has well established distribution network for its other brands so it becomes easier for them to cover the entire Indian market and place Nimbooz in retail outlets and restaurants.

Nimbooz faces supply squeeze

By Jayashree Maji May 05 2009 , New Delhi
Tags: Lemon Drink, Nimbooz, PepsiCo, Companies, Product- Launch The demand for Pepsis recently launched non-carbonated lemon drink, Nimbooz, has outstripped supply by as much as 30 per cent. The drink, which was launched in February this year, received a good response from consumers with nearly 45 per cent of stores in Delhi running out of stocks, a bottler for PepsiCo India said on condition of anonymity. PepsiCo had launched Nimbooz in three packaging formats 200ml returnable glass bottles, 350ml PET and 200ml tetra pack priced at Rs 10 and Rs 15. Initially, Nimbooz is being sold in 77 cities across the country and there have been reports of supply constraints across these cities. A leading Pepsi bottler and distributor based in Delhi, who is aware of the developing market scenario, said, The supply of Nimbooz is disturbed. Although the drink is available in some shops, there is almost 30 per cent shortage in the supply. He said PepsiCo India was working on streamlining production and supply

schedules to meet the demand and the supply situation was likely to improve by this month. The company did not envisage such an overwhelming demand initially. Scorching weather conditions added to the demand for the product across the country, the bottler added. PepsiCo India executive vice-president, marketing-flavours, Alpana Titus said: We are delighted by the excellent consumer response to the Nimbooz launch, which has been better than anticipated. We will do our most to meet consumer expectation by ensuring availability across markets in the coming month. Meanwhile, a retailer in south Delhis posh market area said, There is no supply from the company. He hinted that there could be some problems with the distrib-utors, who may not be getti-ng the kind of commission they are demanding.

competitors Meanwhile, this summer, the market is flooded with lemon-flavoured drinks, with several companies such as Parle Agro and Zydus Cadilla having launched their products. While Parle Agro has launched LMN, available in a 500 ml PET bottle priced at Rs 23, Zydus Cadilla launched a carbonated lemon drink called, Sugar Free DLite, also available in 500 ml at Rs 30.