Team 4G presented a marketing plan for Lipton Tea & Honey. [1]
Lipton was founded in the 1800s in Scotland and is now a global tea brand. [2] It offers 9 tea categories and recent innovations include tea pyramids and tea with honey. [3]
The presentation focuses on Lipton Tea & Honey, which contains tea, honey, and natural flavors in individual sachets to make tea easily on the go. [4] It proposes marketing the product to health-conscious consumers aged 25-34 by emphasizing its convenience and low calories. [5-7]
Statistics show powder tea sales increased 31.1% from 2011-2012 while leaf tea
this ppt is about the social media strategies taken by the starbucks in order to keep customers retention value. this ppt is mixed up with the reference of some of the ppt from the slideshare
This report surveys what’s changing when it comes to how we find, cook and eat food, how we think about what we eat and how brands are marketing food. It doesn’t, however, attempt to round up everything of note in the wide world of food and beverage. Rather, it focuses on eight
of the relevant macro trends we’ve highlighted in the past few years, plus three overarching trends affecting the food category: the influence of technology, health and wellness, and foodie culture. Within these trends, we spotlight some of the things to watch we’ve been tracking.
this ppt is about the social media strategies taken by the starbucks in order to keep customers retention value. this ppt is mixed up with the reference of some of the ppt from the slideshare
This report surveys what’s changing when it comes to how we find, cook and eat food, how we think about what we eat and how brands are marketing food. It doesn’t, however, attempt to round up everything of note in the wide world of food and beverage. Rather, it focuses on eight
of the relevant macro trends we’ve highlighted in the past few years, plus three overarching trends affecting the food category: the influence of technology, health and wellness, and foodie culture. Within these trends, we spotlight some of the things to watch we’ve been tracking.
North America is evolving a retail model that will supercharge the $90 billion global tea market.
Investments in tea retail quicken the pace of innovation with convenience foremost. Sales of bagged, bottled and single-serve broken leaf blends are quickly overtaking conventional.
High expectations for taste, convenience and no-mess preparation make specialty tea fundamentally different than most consumer packaged goods. Innovation is paramount.
Value-addition is invigorating a static supply chain that will cleft with mechanization at origin. High-margin artisan tea harvested by hand will make up 20% of volume and virtually all profits.
Value-addition capabilities are aggregating in Dubai, Germany, China and Sri Lanka.
“Specialty tea is in a constant innovation cycle that is attracting a lot of money, with acquisitions leading to expansion of existing lines and bold, new experiments in formulation, ingredients, packaging and retail outlets. The retail segment has attracted $1 billion investment in the past 18 months, clear evidence that investors see huge demand and huge growth opportunity.” Manjiv Jayakumar, President QTrade Tea & Herbs.
Hi all I have assignment homework and i want to u read the case a.docxAbramMartino96
Hi all
I have assignment homework and i want to u read the case and the file the due after 24 hours.
Look Out Lipton, Here Comes Oolong! Heating up an old product Chinese Emperor Shen Nung was boiling water under a Camellia Sinensis tree in 2,737 BC. When some leaves fell into the pot, he found the resulting infusion pleasant. So, the legend has it, tea was born. From this accident flowed the Opium Wars, the annexation of Hong Kong and rituals that have made tea far more than just a drink in the great tea-drinking nations of China, Japan and Britain Thomas J. Lipton Company has been in the tea business ever since Cutty Sark and other tea clippers raced Cape Horn and The Cape of Good Hope to be the first to the European and American coffee houses with their crop from the Orient. By the 1990s the excitement had left the declining tea market. To enliven the old-fashioned product market leader, Unilever resorted to selling Lipton, along with its other leading brands, Brook Bond, PG Tips, Red Label and Taaza, using frantic sales promotions and comical characters. Then, the boring business heated up by cooling down. Chalk up the change to those fickle consumers. Forget soft drinks. They were the rage of the 1980s, as the cola companies added ‘diet everything’ to their lines and experimented with all sorts of flavors. Forget sports drinks. They became the glamour drinks of the late 1980s and early 1990s as the soft-drink market levelled and the cola companies searched for growth opportunities. Forget those flavored sparkling waters, like Oasis and Perrier. They had a wild ride in the early 1990s and became a health sensation. Forget coffee. After being battered by soft drinks, the venerable standby has risen as people have begun to turn away from alcoholic drinks and entrepreneurs have rediscovered the coffee house. However, today’s hot drink is iced tea. Yes, iced tea. In fact, it’s iced tea in a bottle or can, already prepared and ready to drink. No fuss, no boiling and no tea bags Iced tea is not new. We can trace iced tea’s invention to the 1904 World’s Fair in St Louis. Richard Blechynden, a promoter of Indian and Ceylon tea, found it impossible to peddle his hot tea in the stifling Missouri heat. In desperation he dumped some ice cubes into his tea and discovered that the spectators were willing to gulp anything cold. Iced tea in a can isn’t new either. That’s been around since the early 1970s, but it had never been more than a blip on the beverage market’s radar screen. Adding flavour Flavor is what’s new. In the USA, .Snapple started the trend by building a regional cult following based on bottled iced teas that featured zany flavors like cranberry, peach and raspberry. Snapple’s flavored, hot-filled tea (the manufacturer bottles the tea while it is still warm from brewing) offered consumers a better-tasting tea. Before Snapple, Lipton and others offered iced teas in plain and leraon flavor. Young, trend-setting consumers bought Snapple d.
INSTRUCTIONS Read the case study below which is The case study .pdffitnessepitome245
INSTRUCTIONS: Read the case study below which is The case study focused
on the emergence and growth of the market for canned iced-tea while laying
much attention on the Western markets and answer the questions that follow.
Look Out Lipton, Here Comes Oolong!
Heating up an old product
Chinese Emperor Shen Nung was boiling water under a Camellia Sinensis tree in 2,737 BC.
When
some leaves fell into the pot, he found the resulting infusion pleasant. So, the legend has it, tea
was born. From this accident flowed the Opium Wars, the annexation of Hong Kong and rituals
that
have made tea far more than just a drink in the great tea-drinking nations of China, Japan and
Britain.
Thomas J. Lipton Company has been in the tea business ever since Cutty Sark and other tea
clippers
raced Cape Horn and The Cape of Good Hope to be the first to the European and American
coffee
houses with their crop from the Orient. By the 1990s the excitement had left the declining tea
market. To enliven the old-fashioned product market leader, Unilever resorted to selling Lipton,
along with its other leading brands, Brook Bond, PG Tips, Red Label and Taaza, using frantic
sales
promotions and comical characters. Then, the boring business heated up by cooling down.
Chalk up the change to those fickle consumers. Forget soft drinks. They were the rage of the
1980s,
as the cola companies added 'diet everything' to their lines and experimented with all sorts of
flavours. Forget sports drinks. They became the glamour drinks of the late 1980s and early 1990s
as the soft-drink market levelled and the cola companies searched for growth opportunities.
Forget
those flavoured sparkling waters, like Oasis and Perrier. They had a wild ride in the early 1990s
and
became a health sensation. Forget coffee. After being battered by soft drinks, the venerable
standby has risen as people have begun to turn away from alcoholic drinks and entrepreneurs
have
rediscovered the coffee house. However, today's hot drink is iced tea. Yes, iced tea. In fact, it's
iced
tea in a bottle or can, already prepared and ready to drink. No fuss, no boiling and no tea bags.
Iced tea is not new. We can trace iced tea invention to the 1904 World's Fair in St Louis. Richard
Blechynden, a promoter of Indian and Ceylon tea, found it impossible to peddle his hot tea in the
stifling Missouri heat. In desperation he dumped some ice cubes into his tea and discovered that
the spectators were willing to gulp anything cold. Iced tea in a can isn't new either. That's been
around since the early 1970s, but it had never been more than a blip on the beverage market's
radar screen.
Adding flavour
Flavour is what's new. In the USA, Snapple started the trend by building a regional cult
following
based on bottled iced teas that featured zany flavours like cranberry, peach and raspberry.
Snapple's flavoured, hot-filled tea (the manufacturer bottles the tea while it is still warm from
brewing) offered consumers a better-tasting tea. Befo.
This really showed the effectiveness of great in-store programs. In addition to industry awards, we found ourselves at the Oscar's, Emmy's, Olympic's......and this was a start-up with zero product less than 24 months earlier.
Tea in licensed and non-licensed K-Cups and Nespresso style capsules will account for 10% of all bagged and loose leaf sales in the U.S. in 2015, up from 6.5% in 2013 and growing at a faster pace than coffee. Tea retailers, grocers, wholesalers and distributors need to understand the competitive advantages of offering tea in this format and the limitations it imposes. By Single Serve: Tea in an Instant Speaker: Dan Bolton, managing editor STiR Tea & Coffee International; president, Mystic Media; Editor Tea Biz Blog; contributor World Tea News
North America is evolving a retail model that will supercharge the $90 billion global tea market.
Investments in tea retail quicken the pace of innovation with convenience foremost. Sales of bagged, bottled and single-serve broken leaf blends are quickly overtaking conventional.
High expectations for taste, convenience and no-mess preparation make specialty tea fundamentally different than most consumer packaged goods. Innovation is paramount.
Value-addition is invigorating a static supply chain that will cleft with mechanization at origin. High-margin artisan tea harvested by hand will make up 20% of volume and virtually all profits.
Value-addition capabilities are aggregating in Dubai, Germany, China and Sri Lanka.
“Specialty tea is in a constant innovation cycle that is attracting a lot of money, with acquisitions leading to expansion of existing lines and bold, new experiments in formulation, ingredients, packaging and retail outlets. The retail segment has attracted $1 billion investment in the past 18 months, clear evidence that investors see huge demand and huge growth opportunity.” Manjiv Jayakumar, President QTrade Tea & Herbs.
Hi all I have assignment homework and i want to u read the case a.docxAbramMartino96
Hi all
I have assignment homework and i want to u read the case and the file the due after 24 hours.
Look Out Lipton, Here Comes Oolong! Heating up an old product Chinese Emperor Shen Nung was boiling water under a Camellia Sinensis tree in 2,737 BC. When some leaves fell into the pot, he found the resulting infusion pleasant. So, the legend has it, tea was born. From this accident flowed the Opium Wars, the annexation of Hong Kong and rituals that have made tea far more than just a drink in the great tea-drinking nations of China, Japan and Britain Thomas J. Lipton Company has been in the tea business ever since Cutty Sark and other tea clippers raced Cape Horn and The Cape of Good Hope to be the first to the European and American coffee houses with their crop from the Orient. By the 1990s the excitement had left the declining tea market. To enliven the old-fashioned product market leader, Unilever resorted to selling Lipton, along with its other leading brands, Brook Bond, PG Tips, Red Label and Taaza, using frantic sales promotions and comical characters. Then, the boring business heated up by cooling down. Chalk up the change to those fickle consumers. Forget soft drinks. They were the rage of the 1980s, as the cola companies added ‘diet everything’ to their lines and experimented with all sorts of flavors. Forget sports drinks. They became the glamour drinks of the late 1980s and early 1990s as the soft-drink market levelled and the cola companies searched for growth opportunities. Forget those flavored sparkling waters, like Oasis and Perrier. They had a wild ride in the early 1990s and became a health sensation. Forget coffee. After being battered by soft drinks, the venerable standby has risen as people have begun to turn away from alcoholic drinks and entrepreneurs have rediscovered the coffee house. However, today’s hot drink is iced tea. Yes, iced tea. In fact, it’s iced tea in a bottle or can, already prepared and ready to drink. No fuss, no boiling and no tea bags Iced tea is not new. We can trace iced tea’s invention to the 1904 World’s Fair in St Louis. Richard Blechynden, a promoter of Indian and Ceylon tea, found it impossible to peddle his hot tea in the stifling Missouri heat. In desperation he dumped some ice cubes into his tea and discovered that the spectators were willing to gulp anything cold. Iced tea in a can isn’t new either. That’s been around since the early 1970s, but it had never been more than a blip on the beverage market’s radar screen. Adding flavour Flavor is what’s new. In the USA, .Snapple started the trend by building a regional cult following based on bottled iced teas that featured zany flavors like cranberry, peach and raspberry. Snapple’s flavored, hot-filled tea (the manufacturer bottles the tea while it is still warm from brewing) offered consumers a better-tasting tea. Before Snapple, Lipton and others offered iced teas in plain and leraon flavor. Young, trend-setting consumers bought Snapple d.
INSTRUCTIONS Read the case study below which is The case study .pdffitnessepitome245
INSTRUCTIONS: Read the case study below which is The case study focused
on the emergence and growth of the market for canned iced-tea while laying
much attention on the Western markets and answer the questions that follow.
Look Out Lipton, Here Comes Oolong!
Heating up an old product
Chinese Emperor Shen Nung was boiling water under a Camellia Sinensis tree in 2,737 BC.
When
some leaves fell into the pot, he found the resulting infusion pleasant. So, the legend has it, tea
was born. From this accident flowed the Opium Wars, the annexation of Hong Kong and rituals
that
have made tea far more than just a drink in the great tea-drinking nations of China, Japan and
Britain.
Thomas J. Lipton Company has been in the tea business ever since Cutty Sark and other tea
clippers
raced Cape Horn and The Cape of Good Hope to be the first to the European and American
coffee
houses with their crop from the Orient. By the 1990s the excitement had left the declining tea
market. To enliven the old-fashioned product market leader, Unilever resorted to selling Lipton,
along with its other leading brands, Brook Bond, PG Tips, Red Label and Taaza, using frantic
sales
promotions and comical characters. Then, the boring business heated up by cooling down.
Chalk up the change to those fickle consumers. Forget soft drinks. They were the rage of the
1980s,
as the cola companies added 'diet everything' to their lines and experimented with all sorts of
flavours. Forget sports drinks. They became the glamour drinks of the late 1980s and early 1990s
as the soft-drink market levelled and the cola companies searched for growth opportunities.
Forget
those flavoured sparkling waters, like Oasis and Perrier. They had a wild ride in the early 1990s
and
became a health sensation. Forget coffee. After being battered by soft drinks, the venerable
standby has risen as people have begun to turn away from alcoholic drinks and entrepreneurs
have
rediscovered the coffee house. However, today's hot drink is iced tea. Yes, iced tea. In fact, it's
iced
tea in a bottle or can, already prepared and ready to drink. No fuss, no boiling and no tea bags.
Iced tea is not new. We can trace iced tea invention to the 1904 World's Fair in St Louis. Richard
Blechynden, a promoter of Indian and Ceylon tea, found it impossible to peddle his hot tea in the
stifling Missouri heat. In desperation he dumped some ice cubes into his tea and discovered that
the spectators were willing to gulp anything cold. Iced tea in a can isn't new either. That's been
around since the early 1970s, but it had never been more than a blip on the beverage market's
radar screen.
Adding flavour
Flavour is what's new. In the USA, Snapple started the trend by building a regional cult
following
based on bottled iced teas that featured zany flavours like cranberry, peach and raspberry.
Snapple's flavoured, hot-filled tea (the manufacturer bottles the tea while it is still warm from
brewing) offered consumers a better-tasting tea. Befo.
This really showed the effectiveness of great in-store programs. In addition to industry awards, we found ourselves at the Oscar's, Emmy's, Olympic's......and this was a start-up with zero product less than 24 months earlier.
Tea in licensed and non-licensed K-Cups and Nespresso style capsules will account for 10% of all bagged and loose leaf sales in the U.S. in 2015, up from 6.5% in 2013 and growing at a faster pace than coffee. Tea retailers, grocers, wholesalers and distributors need to understand the competitive advantages of offering tea in this format and the limitations it imposes. By Single Serve: Tea in an Instant Speaker: Dan Bolton, managing editor STiR Tea & Coffee International; president, Mystic Media; Editor Tea Biz Blog; contributor World Tea News
This is a presentation on collaborative consumption for our course "New Consumer Trends".
Department of Communication, Media and Culture
Instructor: assistant professor Betty Tsakarestou
Team members: Greveniti Panagiota, Kouboura Georgia, Synadinou Elisa, Theodoropoulos Panagiotis, Vergopoulos Giorgos, Xypolitos Nikos
This is a presentation on collaborative consumption for our course "New Consumer Trends".
Department of Communication, Media and Culture
Instructor: assistant professor Betty Tsakarestou
Team members: Greveniti Panagiota, Kouboura Georgia, Synadinou Elisa, Theodoropoulos Panagiotis, Vergopoulos Giorgos, Xypolitos Nikos
2. LIPTON TEA
2
•First tea discovered by Chinese
Emperor Shen Nung in 2737 B.C.
Thomas Lipton: 1.created a grocery chain in Scotland
2.founded the first teashop in Glasgow in 1871
BUT
3. 3
TODAY
LIPTON PRODUCTS
•9 tea categories
LATEST INNOVATIONS
Tea Pyramids
Lipton Sun Tea
Lipton Tea&Honey
•LIPTON is the Key
Player in the market
worldwide
•2nd behind Coca
Cola in consuming
•Ice tea in Greece is
distributed by Unilever
and PepsiCo-ΗΒΗ
4. LIPTON TEA&HONEY
4
Every package contains:
8 sachets of powder tea
natural and tasty ingredients
honey
only 5 calories
with
1 sachet
500ml
bottle of
water
5. OPPORTUNITY FOR MARKET
5
GIVES CONSUMERS AN OPPORTUNITY TO:
1. Enjoy their favorite natural flavored tea
2. On the go
3. Any place, any time
4. Carrying only the powder sachet and a 500ml
bottle of water
5. Without gaining any pounds.
9. 9
Increased at about 31.1%
Powder1.5M€ Powder2.0M€
Decreased at about 4.14%
Leaf Tea11.8M€ Leaf Tea11.3M€
Decreased at about 7.75%
RTD18M€ RTD16.7M€
2011 VS 2012
BASED ON YTD STATISTICS
10. COMPETITION
10
COCA-COLA 3E A.E.
•2nd place in bottling of Coca-Cola worldwide
•28 countries
•Need satisfaction of 550.000.000 consumers
Fizzy drinks and not
Energy drinks
water
Juices and beverages e.g. tea like Nestea
ΕΨΑ Α.Ε.
•New investments that increase bottling production (20.000 per hour)
•Product distribution in all places of Greece
•New sales departments all the time
•PET bottle
•Green Tea with Pomegranate and sour cherry
17. 17
Web activity
Website creation which will give the opportunity to a user to:
•Enter a particular
code and take part
in a draw for a gift
•Get instructions on how to organise a tea
party for two or more
•Upload photos and
estimate the whole
party procedure