Description about Lipton brand Marketing Campaign in Pakistan

1. FATIMA ARSHAD
ROLL NUMBER
MB2M-13-10

3. Tea Culture in Pakistan
 In Pakistan tea is popular all over the country.
 It is one of the most consumed beverages in Pakistan
 In Pakistan, almost every 10th person is a tea addict.
 Mostly people call it doodh pati in local language.

4.  Pakistan is ranked as the third largest importer of tea in the
world.
 In 2003, as much as 109,000 tones of tea were consumed in
Pakistan.
 In Pakistan, tea is usually consumed at breakfast, during
lunch breaks at the workplace, and in the evening at home,
which is usually consumed with biscuits or cake.

5.  Yellow Label is probably the world’s most famous tea.
 It’s the world’s best-selling tea brand, has been established for
more than 100 years
 Lipton plays the role of an energetic brand that aims to
redefine the meaning of tea in people’s lives.
 Lipton tea provides great taste, aroma, flavor and color.

6. LOGO

7. The Power of Lipton
 1649 cups of Lipton Tea are enjoyed every second
 8245 cups of Lipton Tea are enjoyed every time you blink
 1252 cups of Lipton Tea are drunk every time your heart beats
 52 billion cups of Lipton Tea are drunk each year
 45.75 billion Tea Bags are produced by Lipton Tea each year

8. History of Lipton
 Lipton was created at the end of the 19th century by Sir
Thomas Lipton in Glasgow, Scotland.
 Later he established a chain of grocers, first across
Glasgow, the rest of Scotland, until finally he had stores
throughout Britain.
 Lipton is positioned as a High Quality But Reasonably Priced
Product.

9.  In 1929, the Lipton grocery retail business was merge with Home and
Colonial Stores to form a food group with over 3,000 stores.
 In 1980 Lipton tea business was acquired by consumer goods company
Unilever in a number of separate transactions, starting with
the purchase of the US and Canadian Lipton business in 1938 and
completed in 1972 when Unilever bought the remainder of the global
Lipton business.
 In 1991 Lipton made first joint venture with Pepsi.CO

10. Now,
Over a hundred years on, Lipton now possesses Thousands of acres
of quality tea gardens in
East Africa

11.  Under the slogan "DIRECT FROM THE TEA GARDENS
TO THE TEA POT“, he made tea a popular and approachable
drink for everyone high quality but reasonable priced.
 The Lipton tea are his heritage and they are more popular than
ever.
 Lipton tea is now WORLD LEADER and present in more than
150 countries

12. VISION
Lipton vision is to
available within an
arm’s reach of every
individual desire

13. MISSION STATEMENT
Purpose of Lipton is to meets every day needs of everywhere
to anticipate the aspiration of our consumers and customers
to respond creatively and competitively with products which
raise the quality of life.

14. Lipton In Pakistan
 Lipton was launched in Pakistan in 1948 and is one of the
oldest brands in the country.
 Lipton world of tea blending in Pakistan and around the
world means only two things;
Quality & Reliability.

15. Lipton’s Portfolio In Pakistan
 Lipton Yellow Label Tea
 Lipton Mega Daane
 Lipton Teabags

16.  Lipton Green Tea
 Lipton Flavored Tea

17. Target Market of Lipton
 Commercially they target the urban areas of Pakistan who
come in the category of average middle class or above.
 Lipton’s target market involves specifically females in
Pakistan.

18. POSITIONING
 Initially the single idea behind Lipton is
“Light premium priced tea with best quality ”
For global citizen.
 Later, they re-positioned itself specifically addressed local
customers by old melody
Chai chahye. Kaun sy janab
Lipton he to hay hmm lajawab
 Then they positioned its tea. The tea which
“Clear The Mind”

19. Re- Positioning
After that in 2009, new campaigns was launched which
communicated that;
It contains thiamine which sharpens the mind,
so their message then was
‘SIP OF INSPIRATION’.

20. Unilever Pakistan recently re-launched Lipton
Yellow Label with an
‘Enhanced Tea Essence’ And ‘Rich Taste’.
The new campaign is an adaptation of global campaign.

21. Now the brand has transitioned towards a simpler message
‘DRINK POSITIVE’
The idea is to communicate what a sip of Lipton can do,
which is ‘bring a positive outlook in you and u will live
healthy life’.

22. Competitors in Pakistan

23. Tapal Vs Lipton
 According to a survey, which was done recently,
84% of the Elite class and High Middle class prefer Lipton
over Tapal
where as
95% of the Middle and Lower Middle class prefer Tapal over
Lipton.
Overall market share of
Lipton is 14%

24. 4P’s of Marketing
Product
Lipton Yellow Label has a brand image in the mind of
consumer as hand picked close to the bud for best quality tea
and finest taste. Lipton is the market leader in Danne Dar
category of tea. They believe that quality is a way of life to us.

25. PRICE
Lipton Yellow label never compromised on
quality so they adopted value based
pricing.
 100gm : Rs 65
 200gm : Rs 125
 500gm : Rs 280
 1000gm: Rs550

26. Placement
 Lipton Yellow label has distribution network across
Pakistan.
 Its popularity in Pakistan make it No1 Brand in country.
 It is available at more than 180000 outlets in Pakistan
 Lipton has its Head quarter in Karachi and 650 distribution
offices all over the Pakistan

27. Distribution Channel
Distribution channel of Lipton is

28. Promotional Tools
 The Lipton does it promotion in following ways:
 Advertisement
 Personnel selling
 Sales Promotions
 Internet Marketing
 Publicity
 Co branding

29. SALES PROMOTION
 Lipton, the world’s leading tea brand, launched three month
long Dip & Win consumer promotion campaign in June
2013.

30.  Price discount and allowances like
Lipton recently launched a consumer promotion campaign
announcing a massive price off (up to Rs 60 for its largest SKU
of 950g). The concept is based on the message of TABDEELI

31. MARKETING CHANNELS
 TV
 Newspaper
 Broaches
 Magazines
 Bill boards
 Special promotions or packages
 Internet marketing
 Bus branding
 Merchandising
 Sponsorship

32. Associating With Music And
Musicians
In previous ads they used singers like Nazia Hassan and
Zohaib Hassan, Meesha Shafi, Arif Lohar and Ali Zafar.

33. For resent campaign Lipton used song that could help us drive
a ‘positive’ message.This is
Alamgir’s recent new rendition of Keh De Na .

34. Grease: The Musical Play

35. Recommendation
 As Lipton is the oldest and famous tea brand in Pakistan they
should fuscous on how to sustain and grasp more market
share because many new entrants are entering in market
 Specially, Tapal tea is grasping more market share by
introducing new products and different appeal.

36. Conclusion
Lipton is one of Pakistan’s leading and most loved brands. Their
strong brand equity appeals to customers with its unique
history and availability in more than 150 countries
worldwide so consumers know and trust it.
Lipton plays the role of an energetic brand that aims to redefine
the meaning of tea in people’s lives. So Lipton is fulfilling its
promise by
Lipton tea providing great taste, aroma, flavor and color to
their customer around the world.