The document discusses brand fatigue faced by Lipton tea in Pakistan. It notes that total tea consumption in Pakistan is between 200,000-225,000 tonnes annually. High taxes and duties on tea in Pakistan have led to rampant smuggling, with half of consumed tea estimated to be smuggled. The document analyzes Lipton's brand value pyramid and positioning over time. It asserts that Lipton has violated the law of consistency by frequently repositioning itself, confusing consumers on what it stands for. The document recommends that Lipton reposition itself by associating with successful, sophisticated Pakistani women to reconnect emotionally with consumers.

1. Brand Fatigue

2. Key Facts & Figures
• Total tea consumption in the country
ranges between 200,000-225,000 tonnes.
• Tea is accorded an essential food status at
taxed at 4% in India, while Pakistanis bear
16% GST and 10% import duty.
• High government levies create an
incentive to evade.
• Porous borders make smuggling easy,
consequently half the tea consumed in the
country is smuggled.

3. Market Share
18%
32%
24%

4. 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

5. BRAND FATIGUE
• Brand fatigue is not that people
become tired of a brand, but rather
that a business becomes prematurely
tired of their own brand
presentation, and as a result, push to
change it before it has been able to build
power in the mind’s of their brand
consumers.

6. BRAND FATIGUE
• If a brand is authentic, true and well
executed, it means it exhibits brand
health,
Aligns to the key attributes of the
products or services,
then a brand will never become a
victim of brand fatigue.

7. And yet there is a drive to keep
changing things.
• Sometimes this makes sense.
• People do get tired of the same TV
commercial.
• For essential brand matters, however, the
race is won by those who are
most consistent.

8. Great brands are not born over
night
The more consistent a brand is
the more that brand will
stick into the minds of
consumers.

9. But…
Lipton has become a
victim of
Brand Fatigue

10. Why????
• Lipton has violated the Law of
Consistency.
• Initially the single idea behind Lipton is:
Light premium priced tea with best quality.

11. Confused Positioning
• But Lipton has repositioned itself
several times resulting in
confused positioning.
• Mind is a limited container and
no one really knows what Lipton
actually stands for

13. Repositioning in Different Times
– Chai chahye. Kaun sy janab
– Clear the mind
– Regular medium and strong
And Now
– Mega Daana

16. Let’s have a look at
the Brand Value
Pyramid of Lipton

17. FEATURE:
Light/Strong, best quality
EMOTIONAL VALUES:
This is what is missing,,,
emotional connectivity with the
consumer
BENEFIT:
Healthy, finest drinking
tea experience, nutrition,
hygiene with taste

18. Tapal Video

19. Perceptual Map
Strong
High price
Light
Low price
Entire platform of
premium quality,
premium price
light tea is
available to Lipton
Tapal
Supreme
Pearl Dust

20. Lipton needs to realize …
The Changing practice of drinking tea from
as fashion to nation wide habit

21. Tea has become a part of our
lives.
• At breakfast
• During lunch breaks at the workplace
• In the evening at home.
• Evening tea may be consumed with biscuits or
cake.
• Guests are typically offered a choice between tea
and soft drinks.
• It has become a common practice for
homeowners to offer tea breaks to hired labor,
and sometimes even provide them with tea
during the breaks.

25. Lipton should

27. The need is …
To associate Lipton
(a sophisticated and premium tea)
with
Sophisticated
Stylish
and
Successful women.

28. Strong
Energetic
Loyal
Kind
Responsible
Honest
Cheerful

29. Successful and
Aspiring Woman
Sharmeen Obaid -
1st Pakistani to win
an Oscar

30. Samina Zaheer–
Woman behind the
great Cricket
Player Zaheer
Abbas
Successful Married
Woman with a
complete family

31. Bushra Ansari
• Successful Actress,
Loving Mother and
Supporting Wife
• A Complete Woman

32. Repositioning strategy
• Recall the Perceptual Map
• Associating Lipton Tea with successful
women having successful professional and
family lives.

33. Campaign
• Apni Chai Faaslay Mitaye
• Hamari Chai Hamara Ghar
• Laajawab Chai Laajawab Loog
• Choice of Classy Woman
• Kaamyaab loogon ky pasand
• Chai jo sath nibahye zindagi bhar
• Chai jo rishtay banaye