Lemon is new battlefield!!

Lemon is making its big presence this summer with its usher in the organised market in India.
It has sidelined many heavy weight cola drinks and created his own market and pushed the roadside nimbu-paniwala into frenzy. When biggies like Coca Cola company and Parle agro has come up with refreshing lemon drinks the market has widened and divided into flavoured aerated cold drinks and bottled lemonade. And companies have locked their horns and claws to snatch the market from each other.

Lemon drinks has also come in the wake of already forgotten Limca in the market which is a carbonated lemon drink . For years this territory was uncontested but now have figured LMN, Nimbooz by 7up. The war has spurred but under control and ethical till now while everyone is payuing attention towards large market and not towards competitors.The strategy is to be leader in the niche market of lemon drinks first and seeing competetion next.

LMN from Parle stable is again following same pricing strategy with small tetra packings which are easy to transport and carry while 7up is having benifit of strong supply chain of Coca Cola Co.

The war is on and marketers must keep a close look