Lipton presentation made by Syed hassan shahbaz mba (marketing) final Each 7 every thing cover about Lipton Tea this source is very informative friend .
Lipton presentation made by Syed hassan shahbaz mba (marketing) final
1. LIPTON TEA ASSIGNMENT
By
Syed Hassan Shahbaz
REGISTRATION NO :
MBA(Adv)/1-17/ GH003
Rameez Ahmed
REGISTRATION NO :
MBA (Eve)/1-17/|GH013
Syed Muhammad Kashif Hussain
REGISTRATION NO :
MBA(Eve)/3-16/ GH005
2.
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. 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 .
7. 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.
8. 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
History of Lipton
9. Now,
Over a hundred years on, Lipton now possesses Thousands of acres of
quality tea gardens in
East Africa
10. 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. 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.
13. 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.
16. Target Market of Lipton
Targeting
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.
In Pakistan, they focus more on urban areas.(offices, hotels, restaurants, cafés and banks)
where people prefer light tea. Lipton target market involves specifically
females in Pakistan.
17. 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”
18. 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’.
19. 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.
20. 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. 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 43%.
23. Segmentation
Lipton segmentation is base on.
Geographic segmentation {Countries, cities,
areas(rural, urban)}
Demographic segmentation {Age (18-60+),Income
(10000 above), family size, Social class(higher-middle class,
middle class, lower middle class)}
Psychographic segmentation {life style(Achievers,
believers)}
Behavioral segmentation {Usage rate (daily), Awareness
status (aware ,interested)}
24. Marketing Mix
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 180,000 outlets in Pakistan
Lipton has its Head quarter in Karachi and 650 distribution
offices all over the Pakistan.
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
32. Product Strategy By Lipton
Market development
Continuously introducing their current Products into new
markets.
Available almost in 120 countries of the world.
Product Development
Introducing new products time to time in order to create
new customers
Introduced new amazing flavors in Lipton iced tea, Lipton
tea and green tea with super fruit .tastes
34. Associating With Music And
Musicians
In previous ads they used singers like Nazia Hassan and
Zohaib Hassan, Meesha Shafi, Arif Lohar and Ali Zafar.
36. 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.
37. 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.
