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Perdue Model of Building a Brand

Frank Perdue built a chicken brand in US 40 years ago. Chicken was a commoditywhen Perdue took over his father business. Perdue noticed how to deliverValue to the

customer. It could be done through 2 ways

1. Quality product or service

2. Price

Frank Perdue had used a typical text book definition of brand building. He used the

following steps of brand building process:

1) Attribute Research.

2) Competitor Research.3) GAAP Analysis.

He started by understanding consumer demand based on quality and perception.

Designed value is what they provided; perceived value is what customer saw.

Manufacturer should persuade the buyer to see the same quality as he has designed

into the product.

Value = (Product Quality + Service Quality) / Price = Right Value for Money

The brand we have chosen for this model is Nimbooz and we will be comparing it withan unbranded lemon water (nimbu pani)

The non-carbonated beverage segment is growing at double the rate of carbonated onein the Rs 7,000-crore domestic beverages industry . Industry experts estimate thenimbu paani market to be at least around a billion cases by volume in 2010. The juiceand juice drinks market is pegged yearly at Rs 1,500 crore or 500 million cases by


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volume. Also the ready-to-drink packs, along with the price points, will support thegrowth of the segment.

NIMBOOZ EKDUM ASLI INDIAN

NIMBOOZ is Indias first nationally available packaged Nimbu Pani. It was launched inIndia in 2009 by PepsiCo India under its 7Up brand to expand its non-carbonated drinksportfolio. Nimbooz is a non-carbonated lemon drink which contains no artificial flavorsand contains real lemon juice. Scorching weather conditions added to the demand forthe product across the country

Brand History

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

Brand Advantage

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

Locally Relevant Tas-te

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

Convenience and Great Value

The product is available in three convenient formats, 350ml PET, 200ml RGB and200ml 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 lemonyrefreshment anywhere you go.


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Marketing Mix Nimbooz

Product:PepsiCo India launched a packaged nimbu paani offering Nimbooz under its 7Upbrand 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-citylaunches 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 thefour major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails andconsumer education.

Place:PepsiCo already has well established distribution network for its other brands so itbecomes easier for them to cover the entire Indian market and place Nimbooz in retailoutlets and restaurants.

CompetitorsMeanwhile, this summer, the market is flooded with lemon-flavoured drinks, with several

companies such as Parle Agro and Zydus Cadilla having launched their products. WhileParle Agro has launched LMN, available in a 500 ml PET bottle priced at Rs 23, ZydusCadilla launched a carbonated lemon drink called, Sugar Free DLite, also available in500 ml at Rs 30.

Cokes Nimbu Fresh, under the Minute Maid brand, will be initially available in 35,000outlets in Tamil Nadu. The plan is to reach 90,000 outlets in 2010.

The lemon juice content in Minute Maid Nimbu Fresh brand is 5.7 per cent. For themoment, Coke will import the juice from Israel and the concentrate will be made at thecompanys plant in Pune. It will then be sent to the companys plants at Gangaikondan

in Tamil Nadu and Chittoor in Andhra Pradesh.

The following table will help in understand how NIMBOOZ has helped brand cakes

Key purchasecriteria

RelativeimportanceWeightage

Perform. Rating(scale of 1-10)

RatingDifference

WeightedRating

Nimbooz Others local

Hygene .20 9 6 3 .60


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Flavor .10 8 7.8 1.2 .12

Brand Image .15 9.2 6.5 2.7 .405Sizes .20 8.5 8 .5 .10

Packaging .20 9 7 2 .40Taste .15 8.2 8 .2 .30

TOTAL 1.00 8.65 7.21 1.925

The weighted Rating comes to 1.925 which is 26.69% higher than local nimbu pani

drinks served in restaurants and shops. Thus the higher value offered by Nimbooz is

responsible for a quick switchover from other Local nimbu pani drinks.

The demand for Pepsis recently launched non-carbonated lemon drink, Nimbooz, has

outstripped supply by as much as 30 per cent.

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