NAME- HIMANSHU CHAUDHARY
ROLL NO – 21657
SECTION- C
COURSE – B.COM (P)
SEMESTER – 6TH
TOPIC – LIMCA
LIMCA’S ADVERTISEMENT ANALYSIS REPORT
INTRODUCTION
Limca is a popular carbonated soft drink brand primarily sold in India. It
was introduced in 1977 by the Coca-Cola Company. Limca is known for
its unique lemon-lime flavor, which sets it apart from other sodas. It's
often described as refreshing and tangy, making it a popular choice,
especially during hot summer months. The brand has a strong presence
in the Indian beverage market and is well-loved by consumers for its
distinctive taste and branding.
LIMCA’S MARKETING STRATEGIES
Here are some key elements of Limca's marketing approach :
1. Refreshing Brand Image: Limca has positioned itself as a
refreshing drink, particularly suited for hot Indian summers. Its
marketing materials often emphasize the drink's ability to provide
a burst of refreshment and energy, making it an appealing choice
for consumers seeking relief from the heat.
2. Youthful Appeal: Limca's marketing campaigns often target
the younger demographic, leveraging vibrant colors, energetic
music, and modern visuals to appeal to youthful sensibilities. Limca
has successfully captured the attention of younger consumers
3. Innovative Advertising: Limca is known for its creative and
memorable advertising campaigns. Whether through catchy
jingles, engaging storytelling, or visually striking commercials,
Limca's advertisements have consistently stood out in the crowded
soft drink market, helping to reinforce the brand’s image and
message.
4. Sponsorships and Events: Limca has also sponsored various
events and initiatives, ranging from sports tournaments to music
festivals. By associating itself with popular cultural events, Limca
not only increases brand visibility but also aligns itself with
activities that resonate with its target audience.
LIMCA’S INBOUND MARKETING STRATEGIES
1. Content Creation: Limca creates content that resonates with its
target audience's interests and preferences. This could include blog
posts, videos, social media posts, etc.
2. SEO Optimization: Limca ensures its online content is
optimized for search engines to improve visibility and attract
organic traffic. By using relevant keywords, meta descriptions, and
high-quality content, Limca increases its chances of being
discovered by consumers searching for refreshing drinks or related
topics
3. Social Media Engagement: Limca actively engages with its
audience on social media platforms like Facebook, Instagram, and
Twitter.
4. Email Marketing: Limca utilizes email marketing campaigns to
nurture leads and maintain communication with its audience. By
providing exclusive offers, updates on new products, and relevant
content, Limca keeps consumers engaged and encourages repeat
purchases
WHY LIMCA OVER OTHER BRANDS
There are several reasons why consumer might choose Limca
over soft drink brands:
1. Refreshing Taste: Limca's unique lemon-lime flavor sets it apart
from other sodas. Its tangy and bubbly taste provides a refreshing and
revitalizing experience that many find appealing, especially during hot
weather.
2. Natural Ingredients: Limca is often perceived as a healthier
option compared to other soft drinks due to its use of natural
ingredients, including real lemon and lime extracts.
3. Cultural Connection: Limca's marketing campaigns often
celebrate Indian culture and traditions, resonating with consumers on a
personal and emotional level. This cultural relevance can create a
strong bond between consumers and the brand
4. Brand Loyalty: For many consumers, Limca holds nostalgic value
and has been a trusted beverage choice for generations. This sense of
familiarity and loyalty may influence their decision to continue
choosing Limca over other brands
LIMCA’S SOCIAL MEDIA CAMPAIGNS
Limca has run several successful social media campaigns to engage
with its audience. Here are a few examples:
1. #Lime And Lemoni: : Limca launched the #LimeAndLemoni
campaign, encouraging consumers to share their refreshing moments
with Limca on social media using the designated hashtag.
2. #Limca Summer Challenges: During the summer months, Limca
organized interactive challenges on social media platforms like
Instagram and TikTok. These challenges encouraged users to participate
in fun activities related to summer and refreshment, such as lemon-lime
themed cooking challenges, dance-offs, and outdoor games.
3. #RefreshYourself: The #RefreshYourself campaign focused on
inspiring consumers to take a break from their busy lives and indulge in
moments of refreshment with Limca. Through a series of short videos
and imagery, the campaign highlighted how Limca can rejuvenate and
revitalize the body and mind, positioning the drink as a go-to choice for
moments of relaxation and renewal
LIMCA’S MARKETING CAMPAIGNS
Limca has executed numerous marketing campaigns over the years to
promote its refreshing brand image and engage with consumers. Here
are some examples:
1. “Limca Fresh Ho Jao”: In this campaign, Limca encouraged
consumers to embrace freshness and vitality by incorporating
Limca into their daily routines. The advertisements showcased
people from different walks of life enjoying Limca in various
settings, highlighting its role as a refreshing companion for any
occasion
2. “Limca Summer of Wow”: This campaign focused on celebrating
the spirit of summer and encouraging consumers to embrace
adventure and excitement. Limca sponsored events and activities
such as music festivals, beach parties, and adventure sports,
creating memorable experiences for consumers and reinforcing its
brand message of fun and vitality
About AD
Limca advertisements are often characterized by their vibrant visuals,
catchy jingles, and emphasis on refreshment and vitality. These ads
typically feature people enjoying Limca in various settings, whether it's a
picnic in the park, a beach party, or a spontaneous dance-off with
friends. Here's a general overview of what you might expect from a limca
advertisement.
TARGET AUDIENCE
Limca's target audience for its advertisements includes young, urban,
socially active individuals who seek moments of refreshment, vitality, and
connection in their daily lives.
CONLUSION
In conclusion, Limca has established itself as a beloved and iconic
beverage brand in India, known for its refreshing lemon-lime flavor and
vibrant marketing campaigns. Through its focus on refreshment, vitality,
and cultural relevance, Limca has successfully connected with a diverse
audience, including young adults, urban dwellers, socially active
individuals and health-conscious consumers. Limca's marketing efforts,
including its memorable advertisements, interactive social media
campaigns, and sponsorship of cultural events, have helped to reinforce
its brand image and maintain its position as a preferred choice for
consumers seeking a refreshing beverage experience. By embracing
creativity, innovation, and a deep understanding of its target audience,
Limca continues to thrive in the competitive beverage market, offering
consumers moments of joy, excitement, and refreshment with every sip.
APPENDIX
REFRENCES
1. "'Coca-Cola is neglecting beautiful Limca'". Daily News and Analysis. 26 June
2008. Retrieved 21 February 2012.
2. ^ Pande, Bhanu; Bhushan, Ratna (2011-12-04). "From household names to
forgotten history: Story of India's grand old brands such as Binaca, Dalda &
Moti Soaps". The Economic Times. Retrieved 2018-09-17.
3. ^ "Coca-Cola rolls out new digital campaign "Nichord Le" for homegrown
brand Limca". Financialexpress. Retrieved 2023-04-06.
4. ^ "Limca Book of Records pays tribute to India's Covid-19 warriors, celebrates
30 years of inspiration!". www.coca-colaindia.com. Retrieved 2022-05-23.
^ "Limca Book of Records honours COVID-19 frontline workers, innovators in latest
edition". The Indian Express. 2021-09-21. Retrieved 2022-05-23
WORKSHEET : PRINT ADVERTISEMENT ANALYSIS
BRAND : LIMCA AD: "Limca se bujhao pyaas, banao
har safar ko khaas”
1 WHY DO YOU WANT TO STUDY THIS AD? Studying this ad allows ME to
gain insights into effective marketing strategies and how brands like
Limca connect with consumers through compelling storytelling and
imagery, providing valuable lessons for understanding consumer
behaviour and advertising techniques.
2 WHAT PRODUCT IS BEING ADVERTISED? The advertisement is promoting
Limca, a lemon-lime flavored carbonated soft drink known for its
refreshing taste and bubbly texture, positioning it as an ideal choice for
moments of relaxation and socialization.
3 WHAT IS THE PURPOSE OF THIS AD? The purpose of this ad is to showcase
Limca's refreshing and invigorating qualities, enticing consumers to choose the
beverage for its unique taste and ability to provide a revitalizing experience,
ultimately driving brand awareness and sales.
4 WHO IS THE TARGET MARKET OR AUDIENCE? Limca's target audience for
its advertisements includes young, urban, socially active individuals who
seek moments of refreshment, vitality, and connection in their daily lives.
5 WHAT ADVERTISEMENT APPEAL IS USED IN THIS AD?
The advertising appeal used in Limca ads can be described as
"refreshment with vitality," emphasizing the drink's ability to invigorate
and energize consumers with its unique lemon-lime flavor and bubbly
texture.
6 WHAT MAKES THIS AD INTERSTING/CONTROVERSIAL?
Limca ads captivate with vibrant visuals, catchy music, and refreshing
narratives, offering a spirited invitation to indulge in moments of joy and
vitality.
7 HOW MIGHT SOME PEOPLE UNDERSTAND THIS AD DIFFERENTLY FROM
OTHERS? Some viewers may interpret the ad as promoting a sense of
adventure and spontaneity, resonating with their desire for excitement,
while others may perceive it simply as a beverage advertisement without
deeper significance, depending on their personal experiences and
perspectives.
8 HOW DOES THE AD PROMOTE THE BRAND? The ad promotes the Limca
brand by highlighting its unique refreshing taste and associating it with
moments of joy and spontaneity, effectively communicating the
beverage's value proposition and creating an emotional connection with
consumers.
9 WHAT DOES THE TEXT SAY? The text likely reinforces Limca's brand
message, emphasizing its refreshing qualities and inviting consumers to
experience moments of exhilaration and joy with every sip, compelling them to
choose Limca for a revitalizing beverage experience.
10 WHAT DOES THE IMAGE SAY? The image likely depicts people enjoying
Limca in an outdoor setting, conveying a sense of fun, relaxation, and
social connection, reinforcing the brand's image as a refreshing beverage
choice for leisure and social gatherings.
11 HOW DOES THE TEXT AND IMAGE RELATE TO EACH OTHER? The text
complements the image by reinforcing Limca's refreshing qualities and
inviting consumers to join in the depicted moments of enjoyment,
creating a cohesive message that emphasizes the beverage's role in
enhancing social experiences and providing a revitalizing break from
routine.
