Downloaded 93 times
Uploaded byMehwish Kiran
Lipton v
Lipton and Tapal are two major tea brands in Pakistan. Lipton was launched in 1948 and is now owned by Unilever, while Tapal started in 1947 and is the largest selling local brand. Both offer a range of tea products at different price points. Lipton targets urban areas and focuses on advertising, while Tapal has a strong distribution network and targets both urban and rural markets. Though Lipton has a larger market share, Tapal maintains popularity through quality products and Pakistani identity. Both face competition from each other and other brands.
More Related Content
Lipton v
- 1. Lipton V/s Tapal PresentedBy Anum Perwaiz (140051) Mehwish Kiran (140053) Saud Amjad (140055) Kamran Naeem (140057)
- 2. Lipton • Lipton isa brand of tea and was launched in Pakistan in 1948 • One of the oldest brands in the country • The Lipton business was acquired by consumer goods company Unilever in 1972 • Lipton has become a dominant tea brand in many markets • In 1991, Unilever created a first joint venture with Pepsi co, the Pepsi Lipton Partnership
- 3. Tapal • Tapal Danedarand Family mixture are the largest selling tea brands of Pakistan • In 1947, it started business as a tea leader • It has been accepted as the “best brand” in the Danedar Category • Tapal tea become the first Pakistani Tea company to earn the ISO- 9001 certification (a symbol of the highest international quality standards)
- 4. Lipton Products Range Liptonportfolio in Pakistan consist of • Lipton yellow label Tea • Lipton Mega Daane • Lipton Tea bags • Lipton Green Tea • Lipton flavored Tea
- 5. Tapal Products Range Tapalportfolio consist of: • Tapal special tea bags • Tapal Family Mixture • Tapal Danedar leaf Blend • Jasmine Green Tea • Tapal Tezdum • Tapal ice tea
- 6.
- 7. Four P’s ofmarketing Tapal Product
- 8. Price of Lipton Liptonyellow label never compromised on quality so they adopted value based pricing 100gm : Rs 65 200gm : Rs 125 500gm : Rs 280 1000gm : Rs 550
- 9. Price of Tapal Tapalfollows high medium price strategy in which it offers high quality tea at a reasonable prices The prices of tapal is as follow • 100gm : Rs 50 • 200gm : Rs 110 • 500gm : Rs 250 • 1000gm : Rs 415
- 10. Place of lipton •Lipton yellow label is available at more than 180000 outlets in Pakistan • Lipton has head quarter in Karachi and 650 distribution offices all over the Pakistan • Lipton yellow Label has distribution network across Pakistan
- 11. Promotion Lipton does itspromotion in following ways • Advertisement • Personal selling • Sales promotion • Publicity
- 12. Place of Tapal TapalTea is supplied through a distribution network It is made available at retail outlets, wholesale shops, general stores and utility stores. Promotion Tapal always have been promoting their products through different events and through • Bill board • Advertisement • Radio • Online advertisement for ice tea promotion Manufacture Distributors Retailer Consumers
- 13. Strategy followed ByLipton 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
- 14. Strategy followed byTapal Cost leadership Strategy • Has reduced costs due to having the best tea manufacturing technology in Pakistan Product Development • Introducing new products into new areas of Pakistan
- 15. Segmentation Lipton segmentation isbase 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)} Targeting In Pakistan, they focus more on urban areas (offices, hotels, restaurants, café and banks) where people prefer light tea. Lipton target market involves specifically females in Pakistan
- 16. Positioning Lipton tea hasbeen positioned in the market as “great tasting and good for consumers” In order to position its target market, Lipton taken some successful steps, such as • Acquired by Unilever • Joint ventures with Pepsi
- 17. Segmentation of Tapal •Geographic segmentation {region, cities, areas(rural, urban)} • Demographic segmentation {Age 18-60+, income (8000 and above)occupation (mostly working people and house wives), social class (middle and lower-middle class)} • Psychographic segmentation {life style (achievers, believers, Strugglers)} • Behavioral segmentation {usage rate (regular)} Targeting The target of this brand is the urban area of the country and along with the use in offices and business class as well The class and geographical location is almost same for both the brands
- 18. Positioning • Currently, Tapaldanedar has positioned itself as an all purpose quality brand • With its advertisement directed towards traditions and family values and their deep-rooted links with tea and tea time • Majority of the people attracted to tapal because of its Pakistani identity type of Product
- 19. Market Shares 43% 41% 8% 6% 2% Shares Lipton Tapal Vitaltea Tetley others
- 20. SWOT Analysis ofLipton Strength • Strong company name • Quality and variety/ Rich taste and flavor • Effective and attractive packaging • Good advertising/ brand visibility • Experienced and quality management
- 21. Weaknesses • Relatively higherprices • Substitute products Opportunities • Expansion in other areas of country is easily possible • Cheaper packets for rural areas • Research and development
- 22. Threats • Strong competitionin urban areas • High inflation in the country can negatively affect the brand • Preference of people having coffee or other beverages
- 23. SWOT Analysis ofTapal Strength • Strong brand name • Good brand awareness in the local target market • Innovation and the high quality products • Strong distribution network • Tapal is one company that is catering to the needs of all segment of the society
- 24. Weaknesses • Less concentrationon advertisement • Neglecting some of the brands like Gul bahar green tea, jasmine tea • Have to import some of their products from other countries, which increase their costs Opportunities • Green tea market is growing • Customers are more attracted towards strong taste and quality of tea offered by tea providers • Tapal has many varieties and by its accepted price it is easily reachable in local market
- 25. Threats • Strong marketingcampaign of Lipton makes it extremely difficult for Tapal to counter attack because of low budgets • Due to climatic conditions, when the weather of Pakistan is mostly hot, consumer would prefer soft drinks over tea • The unstable rules and regulation of the government hinders the tea companies
- 26.