Presentation on Brand Communication of Limca

This is a presentation on Brand Communication.

2. MEMBERS
SUHAIB AKHTAR
MEESUM ABBAS
MOHD. KAIF
SAMAD QURESHI
KAIF QURESHI

3. INTRODUCTION
Brandcommunicationisa
combinationofactivities
suchasadvertising,social
mediaandreviewsthatare
usedtocommunicatewith
customers.

4. OBJECTIVES
The message clearlyConfirms your credibilityConcretes user loyaltyMotivates the buyer
delivers

5. PROCESS OF BRAND COMMUNICATION
•Start with
understanding the
role of brand in your
business.
STEP 1
•Understand the
factors that
contribute to brand
value.
STEP 2
•Understand whom
you need to reach.
STEP 3
•Frame your big idea
STEP 4
•Understand how far
you need to shift
perceptions in order
to own the big idea.
STEP 5
•Build the
messages to
shift
perceptions
STEP 6
•Understand the
role of each
medium.
STEP 7
•Determine the
optimum
media
allocation.
STEP 8
•Measures
results.
STEP 9
•Revisit STEP 5
and repeat
STEP 10

6. BRAND ELEMENTS
Name
•The word
used to
identify a
company,
product, or
concept.
Logo
•The visual
trademark
that
identifies the
brand.
Tagline
•Like limca's
tagline
'Pyaas
badhao'.
Colours
•Limca's can
is green in
colour
Graphics
•The dynamic
ribbon is a
trademarked
by Coca-Cola

7. TYPES OF BRAND
•The brand name of a
manufacturer
Manufacturer's
Brand
•A brand name owned
by a wholesaler or a
retailer. Also known
as private label or
store brand.
Private Brand

9. ABOUT LIMCA
Limca was officially launched in 1977.
Ramesh chauhanof Parle Bislerihad launched Limca, before it was bought by Coca-Cola in 1993.
The brand's marketing strategies have evolved too. Today, it is slowly moving away from its traditional 'lime
and lemony' image to its new positioning as an 'enhanced hydration offering' that swiftly hydrates and revives
everyday consumers, as they push their boundaries to get closer to their goals.
Limca is an Indian multinational brand of lemon and lime flavouredcarbonated soft drink made primarily in
India and certain parts of U.S. the formula does not include fruit, relying instead on artificial flavours.
Limca launched Limca Book of Records. LBR identifies and recognizes people and details their
achievements, feats, and records.

10. BRAND
COMMUNICATION OF
LIMCA
From 1971-79 was termed as the age of thrist-
ieswhen Limca forayed into the market with -
'PyaasbhujaanewaalaLimca'. The barnd
went all out in targeting the upper-middle
class. Selling them a carbonated cloudy drink
to quench their thirst. It was positioned as
modern, trendy, ahead of its time induced
with key intrinsic isotonic salts to make it
lime n lemony.
In 1990, with 'Land of Limca', the brand
repositioned itself as Indian and in 2002
promoted itself as the ultimate solution for
extreme thirst.

11. It was in the year 2005 that Limca
ditched it's age old 'Thirst quencher'
imagery and adopted a new positioning
selling 'Taazgi'. The announcement
was followed by the roll-out of a TVC
featuring then model, Deepika
Padukone.
In 2006, taking forward the 'freshness'
stance, Coca-Cola launchednew ad
'Limca Fresh Ho Jao'.
At this point in time, Limca constituted
11% share in the carbonated soft drink
market.

12. Making a shift from its earlier tagline ' Fresh
Ho Jao', Limca introduced 'DoobooTaazgi
Mein' while being consistent with the
'freshness' quotient.
As an extension to the earlier campaign,
Limca company launched a new commercial,
'Splash for Freshness' summer campaign.
In 2012, Limca reverted to its 'thirts' roots
although with a twist, in PyaasBadhao
campaign exploring thirst as ambition and
something to achieve in life.
In 2014, Limca revived the famous 'Sir Jo
Tera Chakraye' song to promote Lime n
Lemony Limca.

13. With a message to start afresh this
summer with Limca, the company
launched a new tagline 'PhirHo Ja
Shuru' in 2016 supported by a TVC
helmed by Anurag Kashyp.
Its extension in 2017 saw campaign focusing
on the spirit of not giving up and starting all
over again after a physically exhausting task.
The TVC also introduces 'Limca jahaan,
recharge wahaan'. Open to individuals
residing across India, they offer allows 10
lucky winners to win mobile recharge up to
Rs 1000.

14. Keeping up with its tagline change ritual,
Limca was back at selling 'taazgi' as the
product's exclusive offering.
Reviving its 'Joy of Freshness' positioning in
2019, the brand was promoting 'Asli Nimboo
ki Taazgi' with a masala twist-' Masaleka
ChatpataBlast', #TaazgiMasalafied.
With a rich legacy of 50 years in India, Limca
has launched it's 'Sab Nichorle' campaign.
This campaign intends to give its audience
'lime n lemony' experience and inspire them to
squeezout the most out of life.