Lipton, a leading tea brand established in 1850, has diversified its offerings and marketing strategies since its relaunch in Pakistan in 1984, utilizing channels like social media, TV, and print to promote its products. With a strong distribution network across Pakistan and an extensive presence in 150 countries, Lipton targets various market segments by introducing new products like green and iced tea to appeal to health-conscious consumers. The brand maintains a positive image and customer loyalty through effective advertising, promotions, and customer service, while facing competition and market challenges.

3.  Sender Encoding Messages:
 As we know Lipton history start from 1850.
So its impossible to describe whole history in
the meantime. We will discuss
communication process

4.  1984-Lipton re-launched in Pakistan with a
big bang
 1987-Tea bags were added to the lipton
portfolio
 1989-Lipton merged with lever Brothers

5.  Lipton use different channel to
communication its messages. Some
channels are:
 Magazine
 TV
 Sampling
 Online
 Outdoor, such as billboard,
 Merchandising

6. › Direct Mail
› Brochures
› Coupons
› Point of purchase
› Events
 • Face book
 • Twitter
 • Instagram
 • YouTube
 • Daily motion

7.  After decoding the message customer
receive message through different channel.
Then they will buy the product. When they
have some interest on message. Customer
can receive message anything that about
packages, flavor, benefits of products, etc.

8.  Customer can feedback to Lipton through
social media that is very convenient

15.  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

16.  TV
 Newspaper
 Radio
 Print Media
 Social Media

17.  Lipton tea is advertising itself on TV channels,
print media and social network giving promotion
like the chance of winning Car through lucky
draw
 Lipton does it promotion done in following ways
advertisement
 Personnel selling
 Sale promotion
 Internet marketing
 Publicity

19.  great flavor
 easily accessible
 -affordable

20.  Lipton company employees provide best
services to their customers. Whether they
run a support desk, customer service,
copywriters, programmers…etc. And if the
customers give the good feedback. Then this
is the best opportunity for Lipton to increase
their sales growth in the market.

21.  Lipton tea sale in 150 countries worldwide
( Sri Lanka, India, Kenya, and China, Japan,
Russia and Australia, etc.
 Its best facility is customers can buy any
stores .Customer can go to their website
http://www.liptontea.com/ and can know
the nearest place where they can buy it.

24.  Lipton tea increase its market share Lipton
introduce new products after black tea.
Green tea , ice tea are the new products of
the Lipton

25.  Lipton yellow label tea expand his business
and increase his market segmentation like
geographic, demographic etc. As we know
that Lipton tea has been introduced globally.
Its available in 150 countries.

26.  Lipton yellow label tea develop his product
and introduces new products in the market
 green tea and ice tea. Green tea is for health
conscious. And Iced tea is a very popular
beverage, especially in the summer or in
warm climates. With so many varieties of
iced tea available in different areas

27.  At start, Lipton company Introduced Lipton
Yellow label tea Then its produce green tea
and recently its introduced ice tea.
 Lipton Tea Company target the different
culture and taste. In Pakistan it is mostly
focus on Urban Areas.

29.  The market of Lipton is segmented
according to geographic criteria such as:
 Nations
 States
 regions,
 Countries
 Cities
 Neighborhoods.

30.  All age groups
 Lower, Middle and High income class
 Lower-Middle class

31.  It targeted the urban areas (offices, hotels,
restaurants, café, and banks)
 Lipton is targeting for upper middle, upper
lower and upper middle class

33.  Experienced and quality management.
 Strong Ethical value (culture and heritage)
 Strong financial position
 Strong company image
 Strong brand image, loyalty and brand
awareness in Pakistan
 .

34.  High prices of the product
 Substitute products
 Stiff/high competition
 High advertising budget

35.  High rate of population growth
 .Market opportunity of Lipton Yellow Label in
rural areas
 Makes people active
 Expansion in other areas of country
 Strong brand loyalty

36.  Strong competition in rural and urban areas
 Internationally increasing tea prices and
nationally consumption of open tea.
 Political conditions in the country.

38.  Question mark is a stage in which company
gets the high market growth rate of there
product but very low relative share of market.
 Herbal Tea

39.  Star is a stage in which company gets high
market growth rate and high relative share of
market. It is a stage in which company reach
at its peak point
 Green Tea

40.  Cash cows is a situation in which company
gains high relative share (cash generation)
of their market but low market growth rate
(cash usage).It is a stage in which Lipton
yellow label falls in the current market
situation.

41.  A dogs is a condition in which the company
has very low market growth rate and has a
low relative market share. In such condition
the company may shut down their work and
exit the market
 Ice Tea

42.  Lipton search the consumers through media
,print media , electronic media . People do
work then tired . And when they take tea after
that , they feel relax and say that " Lipton La
jawab hai".
 Company advertise the ads on TV, Radio ,social
media etc. Then customers come in contact
with the Lipton
 It focus to the audience who want to increase
their memory, cognition and immune system.

43.  Specially its for the business men and that do
jobs. Its reduce people tiredness
 Some people don’t see the advertisement.
Therefore Lipton use bill boards for advertising.
It’s the visualization concept and capture the
mind of the customers.
 Its ads are clear and viewers can easily
understand whatever message Lipton give.
 Its ads are very interesting and customers
remember for a long time.


44.  Lipton mostly use in their advertisement Positive
brand attitude. Its show the positive image of the
product. Use famous celebrities that has positive
image in their fans and other peoples. In recently
advertisement Lipton shows that its quality is best
compare to the others. It gave the message to its
customers, “Lipton La Jawab hai “Nahi to Paise
wapis” . Its mean it capture the mind of its
customers. This advertisement changes the attitude
of the customers. Even if customers never taste
tea. May be when they’ll see the advertisement. At
least one time they will taste Lipton.

46.  Brand Logo

47.  Yellow attracts attention better than any
other color. In fact if they were choosing a
color for danger now it would be yellow
rather than red!

48.  Recently, Lipton launch new slogan for its
customers , New slogan is Lipton Ek Bar
Pasand na aye to paise wapis). Through
this slogan its capture the consumers mind.
That customers who never taste Lipton tea.
May be when they listen slogan at least one
time they’ll buy Lipton. Because
 Ek Bar Pasand na aye to paise wapis).