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Lipton Green Tea Marketing Strategy
- 2. BBA CORE A SEM III GROUP NO.15 SR.NO NAME ROLL.NO 1 ANIKET PARTE BBA0150 2 SHLOK MANE BBA015051 3 SEJAL GAIKWAD BBA015052 4 NIKITA MHATRE BBA015053
- 3. TEA INDUSTRY Tea is produced in both tropical and temperate zones. Because it grows at high altitudes, it typically does not compete with food or other cash crops. Asia accounts for about three- quarters of global production, Africa for half the remainder, and several Middle Eastern and Latin American countries for the rest. Green tea has a less processed flavor than black tea. The leaves are steamed and heated immediately after plucking. Because the leaves are dried without going through fermentation, they remain green.
- 4. UNILEVER In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). These three companies merged to form HUL in November 1956; HUL offered 10% of its equity to the Indian public, being the first among the foreign subsidiaries to do so Unilever acquired Lipton in 1972 and in 1977 Lipton Tea (India) Limited was incorporated. Since the very early years, HUL has vigorously responded to the stimulus of economic growth. The growth process has been accompanied by judicious diversification, always in line with Indian opinions and aspirations.
- 5. LIPTON GREEN TEA Lipton was created the end of the 19th century by Sir Thomas Lipton. Over a hundred year on Lipton was possessing thousands of acres of quality of tea garden in East Africa. The 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.
- 6. DISTRIBUTION STRATEGY • Every company’s motive is to have wide distribution channel. Every company aims to provide its product at right time at the right place. • Distribution channel in marketing are the one of the classic 4p’s. • B2B and B2C companies can sell through single distribution channel through multiple channels that may include… • Lipton Green gives considerable trade discount to wholesalers.
- 7. DISTRIBUTION CHANNEL • INDIRECT DIRECT • Manufacturer Manufacturer • Wholesalers • Retailers • Consumers Consumers
- 10. TARGETING Indian Middle Class And Upper Middle Class Which Accounts For Nearly 300 Million People And More. People Who Are Active Life Conscious, Specially In Exhausted Condition –Tea Lovers.
- 11. POSITIONING Lipton Green Tea Has Been Positioned In The Market As “Great Tasting And Good For Consumers” Because It Is Rich In Protective Antioxidants (Unilever 2007). It Is Globally Promoted As “The Perfect Drink For Active, Healthy Lifestyle” (Unilever 2007) Lipton Plays Major Role In Its Strong Aroma& Premium Price. Consumer Welfare And Sustainable Development Have Been The Main Driving Factors Behind the Packaging And Marketing Of Lipton Green Tea .
- 15. WEAKNESSES Price Higher Than The Competitor. Capturing The Same Idea By Its Competitors . Substitute Products.
- 17. THREATS Preference For People Having Other Beverages Tea Brands Of Competitor Low Rates Of Competitors Product.
- 18. MARKETING MIX PRODUCT PRICE PLACE PROMOTION
- 19. PRODUCT • Lipton Tea will be a high quality product offered as specially blended herbs tea. • Contents of the Lipton Tea will be • 40 bags, 80 bags, 150 bags, 250 bags (Family pack) • The amount of bags refers to different target groups.40 bags for singles, 80 bags for couples, 150 bags and 250 bags are Family Packs
- 20. PRICE • Follows high-medium price strategy and offers more value for it. • Follows a Going Rate Pricing strategy • Besides taking the competition into account, Green Tea does cost plus pricing • It provides consumers a reasonable price according to its quality.
- 21. PLACE • In the beginning the company sole aim was to capture the tea market of Mumbai, as they were already in tea business here, only and then strategically build their network to other cities of India. • Green Tea has a distribution network spread across India, from Mumbai to Pune with over 500 distributors. • It also distributes its product world wide
- 22. PROMOTION • Advance campaign to build awareness and differentiated products quality from its competitors. • Develop Awareness Among People • Build Loyal Customer Base
- 23. CONCLUSION Looking at the overall plan, one thing is clear that no matter what it takes, the audience need to be targeted very smartly and in a way that make them feel that the product has something in it that others do not. This acts as a competitive advantage for the company. Capturing the maximum share in the market leads to more and more identifications of opportunities and these profitable opportunities need to be grasped eventually at all levels of competition. The firm may operate with an annual advertising plan and the campaign must be so strong that it delivers the message straight forwardly and hitting the aperture at the right place with maximum media share. Thus, fulfilling its promise by its great taste, aroma, flavor and color to their customers all around the world.
- 24. BIBLIOGRAPHY • http://www.liptontea.com/ • Wikipedia. 2007. “Lipton.” Available at http://en.wikipedia.org/wiki/Lipton • Company Reports: Unilever Annual Review 2011 • http://www.monografias.com/trabajos15/strategic- marketing/strategic-marketing.shtml • http://www.knowthis.com/principles-of-marketing- tutorials/marketing-planning-and-strategy/ • http://www.mediapost.com/publications/article/170917/new- strategies-for-customer-relationship-managemen.html