Positioning Statement & Market Analysis

Prepared By:
Ariba Mehtab

: 11059

Zainab Anwer Noorani : 11480

Report On :Lipton Yello Label Tea

Class M.B.A (Morning) 9:00 to 12:00

Submitted To : Mohammead Azam Khan
Announced date:
Due Date:

Tuesday, 16th March, 2010

Tuesday, 06th April, 2010

Table of Contents
Contents:

Page#

1. 1 Positioning Statement Of Lipton Yellow Label

2. Introduction Of unilever
3. Product Category
History of Tea
Tea In Pakistan
4. Executive summary
5. Product Name Lipton Yellow Label

4
5
6&7
8
9
10, 11 & 12

6. Overview Of Pakistans Tea Indusrty

13

7. Target Marketing

14

8. Statement of need or opportunity

15

9. Core benefit proposition

15

10. Market Segmentation of Lipton Yellow Label

16 & 17

11. SWOT Analsis Of Lipton Yellow Label

18 & 19

12. Primary Competitive Alternative

20 & 21

13. Primary Point of difference of Lipton Yellow Label

22 & 23

14. 4Ps of Marketing Lipton Yellow Label

24 to 29

15. Positioning of Lipton Yellow Label

30

16. Brand Repositioning & its types

17. Brand Repositioning of Lipton Yellow Label
18. Questionnaire for consumers
19. Summary of findings
20.
Graphs
21. Thank You

31
32 & 33
34
35
36, 37
38

Acknowledgement

The profound Thanks goes to ALLAH Almighty ,most gracious most merciful whom
alone we worship and ask for help.

This report was arguably one of the most painful yet thrilling experiences in this
semester. There were times when we were thankful, times when we were
frustrated, and times when we were filled with disbelief and at last we were
successful in fulfiling our task and we have an above average report for you all to
read.
Thanks to Allah for giving us the skill as well as the will to survive with our heads
held high throughout.We would also like to Thank our Teacher Dr.Mohamed Azam
Khan (Principles of Marketing) who have been providing guidance and suport during
the whole process of our report. To our parents and family who have supported us,
our salutes!

Thanks to those anonymous angels at Lipton who helped us get information about
the industry.

Making this report has immensely helped us in understanding the skills of

Marketing. Thanks!
And finally thanks to those cups of tea weve l had during this report!!

Sup Assignment & Project POM for MBA Spring 2010

1:- Name: Ariba Mehtab Reg. No. 11059 Sec/Day Tuesday 9:00-12:00
2:- Name: Zainab Anwer Noorani Reg. No. 11480 Sec/Day Tuesday
9:00-12:00

POSITIONING STATEMENT OF LIPTON YELLOW

LABEL
For

all age group people belonging to middle, upper middle & upper.
(Target customer)

Who

want active and refreshing life style for themselves and their famalies.
(Statement of need or opportunity)

The

LIPTON YELLOW LABEL

is a

(Product name

tea

(Product category)

That has taste. Flavor,colour and aroma.

(Core benefit proposition)

Unlike TAPAL
(Primary competitive alternative)

Our product

has high ethical value and has good taste.

(Primary point of difference)

Introduction Of unilever

Unilever is one of the worlds greatest consumer goods company and lipton yellow
label is a product of Unilever.They sell around 150 million products a day,which
makes them worlds largest food businesses and a leader in Home and Personal Care
markets.There brands meet people everyday needs for nutrituion, hygiene and
personal care and they are obsessed with developing new products that reflect the

way that people likes and tastes are changing.

Location:
Unilever Pakistan Limited.
Avari Plaza,Fatima Jinnah Roas Karachi.

Product Category :The product category of our product is tea.

History of Tea

Origin of Tea Legend Myths and Facts

After water, tea is the most widely-consumed beverage in the world It has a
cooling, slightly bitter, astringent flavour which many enjoy. There are at
least six varieties of tea: white, yellow, green, oolong, black and pu-erh [6] of
which the most commonly found on the market are white, green, oolong and
black. [7] All teas are made from the same species of plant, though different
varieties may be used, and the leaves are processed differently, and, in the
case of fine white tea, grown differently. Pu-erh tea, a post-fermented tea,
is also often used medicinally. [6]
First Discovery
According to Chinese mythology, in 2737 BC the Chinese Emperor, Shen
Nung, scholar and herbalist, was sitting beneath a tree while his servant
boiled drinking water. A leaf from the tree dropped into the water and Shen
Nung decided to try the brew. The tree was a wild tea tree. There are many
authentic and supposed references to tea in the centuries before Christ,
according to the Chinese dictionary dated circa 350 AD. The Chinese t'u was
often used to describe shrubs other than tea, hence the confusion when
Confucius allegedly referred to tea or t'u when writing about the "sow
thistle" plant in the Book of Odes.
From the earliest times tea was renowned for its properties as a healthy,
refreshing drink. By the third century AD many stories were being told and
some written about tea and the benefits of tea drinking, but it was not until
the Tang Dynasty (6818 - 906 BC) that tea became China's national drink
and the word cha was used to describe tea.
The modern term "tea" derives from early Chinese dialect words - such as
Tchai, Cha and Tay - used both to describe the beverage and the leaf. Known
as Camellia sinensis, tea is an evergreen plant of the Camellia family. It has
smooth, shiny pointed leaves which look similar to the privet hedge leaf
found in British gardens
THE TEA PLANT

There are more than 1,500 teas to choose from more than 25 different
listed countries around the world but the main producers are India, Sri

Lanka, Kenya, Malawi, Indonesia and China. It is cultivated as a plantation

crop, likes acidic soil and a warm climate with at least 50 inches of rain per
annum.
Other factors affecting flavor characteristics are the methods of
processing and, of course, the blending together of teas from different
areas and regions OR the additions of flowers, fruit, oils, herbs or spices
from other plants.

Tea In Pakistan

Drinking tea defines our culture as well as history. Around 95% of the total worlds
population is relatively familiar with tea, its strong and sensational aroma and its
soothing, yet slightly bitter astringent flavour (taste). After water, tea is the
most widely-consumed beverage in the world. In Pakistan, almost every 10th person
is a tea addict and undoubtedly feels proud of this addiction (and I am now one of
them too, and a proud one). May it be the light yet effective green tea, the slight
ting of lemon tea, the amazingly sab ki favourite doodh patti, the occational
Kashmiri Chai, or the delicacy of herbal tea, we all love and adore tea.

Doodh patti, is the widely used form of tea in Pakistan, then comes the rest. Now
when it comes to tea, which is a commodity (and now a days a basic one in every
household), we search for the one who has to offer the following:

great flavour

highly aromatic

easily accessible

affordable

Executive Summary
Tea is considered to be an essential consumption item in many countries of the
world, including Pakistan. The history of tea drinking in the subcontinent can be
traced far back. Over a period of time, the colonials improved the quality and taste
of tea. At present there are two kinds of tea available in the market: branded and
unbranded (loose) tea, the ratio is (54:46) respectively. Bulk importers sell tea to
retailers in loose form, while the second category of bulk importers sell packaged
tea under brand names.

Branded VS Unbranded

Unbranded
46%
Branded
54%
Branded
Unbranded

All tea in Pakistan is imported. Therefore, tea, a traditional hospitality item

in Pakistan, consumes a large amount of foreign exchange. Pakistan mainly
imports tea from Kenya and other African countries like Uganda, Burundi
and Tanzania, while multinational companies in Pakistan also import tea from
Sri Lanka, Indonesia and Bangladesh. The current tea imports are
approximately 150,000 tons.
There are unlimited quantities of smuggled tea flooding the market. The
main problem at present is that smuggled tea has now taken over the
market, simply because of the high duty and taxes levied by the government
on branded tea. Smuggled tea escapes all duties and levies, and therefore
can be sold cheaply, as loose tea. Now efforts are being made to grow tea
leaves locally.

Product Name :In product category the product name is Lipton Yellow Label.

10

Lipton Yellow Label

Lipton tea clears your mind so you can see things that others dont.
Lipton was created in the end of 19th century by Sir Thomas Lipton in
Glasgow,Scotland. Under the slogan Direct from the tea gardens to the Tea pot,
this entrepreneurial businessman wanted to make tea a popular and approachable
drink to every one_with a high quality and a reasonable price product.

Sir Thomas Lipton

In 1929, the Lipton grocery retail business was one of the companies that merged
with Home and Colonial Stores to form a food group with over 3,000 stores. The
group traded as Home and Colonial Stores u ntil 1961 when it took the name of
Allied Stores.[1]
Lipton's became a supermarket chain focused on small towns, before Allied's 1982
acquisition by Argyll Group: the supermarket business was rebranded as Presto
during the 1980s.

11

Meanwhile, 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.
Sir Thomas Lipton's vision to provide the best quality tea has made Lipton the
number one tea in the world today. Lipton offers an option to tea lovers to enjoy
their favorite drink in an exciting and refreshing way.
Lipton is the tea brand for Unilever, one of the biggest multinationals around the
globe. According to a source,

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

Making a big splash

Lipton is one of the world's great refreshment brands, making a big splash in the
global beverages market; it is the epitome of international quality. Lipton Yellow
Label's assurance of quality has helped it become the world's largest selling tea
brand. Specially plucked from the best tea gardens of Kenya and blended to
perfection - it is truly the gold standard in tea. The 100% International Blend made with one of the best technologies available in the world, has been brought to
you to provide the finest tea drinking experience.

Be the best you can be

12

Drinking Lipton is a way for the consumers to feel great in mind and body - to feel
good about themselves and the world around them. Lipton allows its consumers to
be the best that they can beto stay engaged and connected.
Goals
To satisfy our customers and achieve success worldwide.
Focus
Our main focus is on trust.We believe that trust is the foundation of our
business actions.We believe honesty is absouletly necessary and its integrity
cannot be compromised.All our actions and decisions are guided by fairness and
sinserity of commitment.
Outstanding Quality
We believe in dedicating ourselves to achieve ourselves to achieve an
outstanding quality in all our activities.Excellence is a journey and not a
destination.Quality is a way of life to us.

Unity and creativity

13

We believe in unity of purpose and value the benefit of co-ordinated efforts &
we are open to new ideas at every aspect of our business.

Overview of tea industry in Pakistan

Product Lifecycle Matrix

14

Target Marketing

Targeting a segment means the company is making a selection and targeting a

certain group of consumers or buyers for its product or services. Evaluation of
different segments that companies make is most critical before targeting any
segment, every company have its own criteria of selecting a segment such as size,
potentiality of growth, profitability, economies of scale, or low risk in the segment.
Lipton Yellow Label has target different market segments .
Lipton Yellow Label basically has targeted the urban areas and has concentrated on
the upper and middle classes.Therefore despite the fact that it uses a mass
marketing approach it can easily be denoted that this product is catered to a
particular segment. Even in its marketing approach for Lipton Yellow Label, the
product is presented in a different way for instance the teabags are targeted
toward the upper high class, while soft packs and jar packs are targeted for middle
and middle lower class. Today as both men and women consume equal amounts of
tea the age group segment selected for Lipton is for all age group for they want to
target those people who are young, trendy, cosmopolitan.

15

Statement of need or opportunity

Lipton yellow label is for themselves who want active & refreshing lifesyle for
themselves and there families

Core benefit proposition

The core benefit proposition of Lipton yellow label is that it has :

taste.
flavor
colour
aroma.

16

Market Segmentation Of Lipton Yellow Label

Market Segmentation

Distinct needs - regular tea/ green tea

Characteristics taste, aroma, strength
Behavior in terms of 4 Ps Segmentation of consumer market

CURRENT STATUS OF SEGMENTATION

There are two clear segments of consumers in the market, branded tea consumers
and un-branded tea consumers. In Sindh, branded tea is consumed by most of the
cities, whereas in the rural areas both branded and unbranded are equally popular.
In Punjab, the city dwellers as well as a majority of rural areas are absolutely
brand loyal while unbranded tea is only popular in teashops and hotels. In NWFP
and Balochistan, 90% of the population still prefer the unbranded form as it gives
them the chance of see and smell what they buy before paying for it. In addition,
the mindset is such that now no other tea brand can compete because consumers
are strongly brand loyal.

Segmentation Variables

Data

17

Geographic Segmentation : World region

Asia

Country

Pakistan

Cities

All major cities of Pakistan

Density

Urban-Rural

Climate

Hot & dry

Demographic Segmentation: Age

All age group

Gender

Male,Female

Family size

1-2,3-4,5 above

Family life cycle

Married & Unmarried

Income

12000 above

Occupation

White collar & service workers

Education

School,colleges & Universities

Religion

All

Race

Asian

Nationality

Pakistani

Psychographic Segmentation:-

18

 Social Class

Middle class n upper class

Lifestyle

Fulfilled,believers,experience makers and

Strugglers

Behavioural Segmentation: Occassion

Any occassion

Benefits

Quality,taste,flavour and brand status

Loyality Status

Significantly high

Readiness Stage

Awake & interested

Attitude towards brand

Positive & entusistic

SWOT Analysis of Lipton Yellow Label

All organizations should understand their operating enviournment as it allows
them to take advantage of the opportunities and minimize threats.The following
analysis illustrates the enviournment of Pakistan in which Lipton Yellow Label
will be operating:-

Strengths

Experienced and quality management.

19

Strong Ethical value (culture and heritage)

Strong supply line

Highly innovative

Strong financial position

Strong company image

Success of the slogan

Quality & variety

Effective & attractive packaging

High quality man power

Help people getting more out of life

Brand recognition
Accessbility

Weakness

High prices of the product

Substitute products

Opportunities

Brand is the part if traditional drinking habits

20

Research & development

Makes people active
Expansion in other areas of country

Threats

Strong competion in rural and urban areas

Internationally increasing tea prices
Political conditions in the country may be obstacle to exports
High infaltion in the country can negatively effect the brand

Primary competitive alternative

The primary competive alternative of Lipton Yellow Label is Tapal Danedar Tea.

21

Tapal Danedar

Tapal is a well known name in Pakistan. In 1947, it started business and now
are a Tea leader and so celebrated its 55 th anniversary in 2002. Their first
shop was in Jodia Bazaar.
The journey of Tapal's remarkable success is the combined efforts of three
dynamic generations of the Tapal Family. Tapal started out as a family
concern under the personal supervision of its founder, Adam Ali Tapal. The
company continued to grow under the management of the founder's son,
Faizullah A. Tapal. . Currently it is managed by the founders grandson,
Aftab F. Tapal who has continued giving further strength to the foundations
of quality laid by his family.
Making a modest beginning over half a century back, today Tapal has become
the largest, 100% Pakistani owned Tea Company in the country. It has
modern tea blending and packaging factories, warehouses equipped with
state-of-the-art equipment and a team of highly dynamic professionals
headed by Aftab Tapal himself. He was the first to introduce soft packs in
the country. He developed an entirely new brand and category- Tapals
Family Mixture (the mixture of tea & dust). Mr. Aftab Tapal was the first
to invent the highly successful brand Danedar Leaf Blend. In December

22

1997, Tapal Tea became the first Pakistani Tea Company to earn the ISO9001 certification: a symbol of the highest international quality standards.
Again in December 2000, Tapal acquired the ISO-9001: 2000 certification,
making it one of the first few companies in the world to achieve this
milestone. In addition to the standard requirements, the ISO-9001: 2000
certification system includes requirements for environment improvement,
concepts of TQM (continuous improvement) with major emphasis on
consumer requirements and satisfaction.
Tapal Danedar and Lipton Yellow Label are primary competitive of each
other .They are they competitive because they target the same consumers
ane are for same type of people there Target market is same. They also have
slightly difference in there prices,

23

Primary point of difference Of Lipton Yellow Label

The primary point of difference of Lipton Yellow Label is

Logo

Lipton Yellow Label is painting the world yellow with a marketing campaign
that represents all that Lipton stands for brightness, vitality and fun with
natural goodness and the red represents the enerfy it gives.

Slogan
Lipton tea can do that

All the goodness of Tea

The all the goodness of tea makes Lipton Yellow Lbel makes it different
from other products.The point of difference are as follows

Quality

24

Hand picked close to the bud for best quality tea and finest taste.The
quality of Lipton Yellow Label makes it different it offer best quality tea to
its consumers.

Vitality
Lipton tea helps you to revitalizes your mind and body.

Natural
Litopn Yellow Label tea is a natural source of antioxidants and thearine.

Brand Image

100% natural
Accessible
Consistent quality
Versatile

High Ethical Value

Lipton yellow label has high ethical value in the minds of consumers because
it is used since ages so people are well aware of the brand.

Four Ps Of Marketing Lipton Yellow Label

25

The four of marketing Lipton Yellow Label are as follows.

Product
The product Lipton Yellow Label has a brand image in the mind of
consumers.Hand picked close to the bud for best quality tea and finest
taste.The quality of Lipton Yellow Label makes it different it offer best quality
tea to its consumers. We believe in dedicating ourselves to achieve ourselves to
achieve an outstanding quality in all our activities.Excellence is a journey and not
a destination.Quality is a way of life to us.The consistent quality makes the
product successful in the market.

Price
Lipton Yellow Label has never wanted to compromise on quality so they adopted
value based pricing.
Lipton Yellow Label :

26

100 gm : Rs.57
200 gm : Rs 114
500 gm : Rs 250
1000 gm: Rs 499

Placement (Distribution)
Lipton Yellow Label has a distribution network spread across Pakistan.The
popularity of the brand is so much making it the No.1 National Tea company in
Pakistan.
Lipton Yellow Label caters to its customers by providing Lipton Yellow Label to
more than 150000 outlets in Pakistan,which includes super stores, general stores,
grocery stores and discount stores and all departmental stores.
Lipton has its headquarter in Karaci and 650 distribution offices all over Pakistan.

27

Distribution plays an integral role in any company whether its a FMCG or utility
good. The role of distribution in the marketing mix is to deliver a product to its
target market or final consumer. Between the manufacturer and the final consumer
stands a set of intermediaries performing a variety of functions. These
intermediaries constitute a marketing channel also known as trade channel or

28

distribution channel. The marketing channels are set of interdependent

organizations involved in the process of making a product or service available for
use or consumption. Marketing channels overcomes the time, place and possession
gaps that separate goods and services from those who need or want them.

Liton Yellow Label Danedar is known for its wide distribution network. The Lipton
Yelow Label distribution channel is:

Manufacturer

Wholesalers

Retailers

Promotion
Consumers

29

Promotion:
The Lipton Yellow Label does it promotion in following ways.
The company uses different promotion techniques they povide different items to
people such as :
Caps
Tea bags
Cups
Printed T-shirts
Discounts
Basant festivals
Vans
Watches
The company is different sales promotion techniques at different time of the
year depending on the sales of the product.
Electronic Media :
The company is spendind a lot on electronic media.In there advertisment they hire
renowned celebrities.
Advertisment:
The Lipton Yellow Label uses different types of advertisment as follows

30

Television:
Lipton yellow label spends a lot on television advertisment.Commercial during cable
network movies, TV shows such as special drama, news ,talk shows and Sitcom
Product placement is also done in many of the shows.
Magazines:
Full page advertisment including Akhbar-e-Jahan, Mag, Family Magazine, Fashion &
Business Magazine.
Internet:
Lipton Yellow Label advertises on websites such as Facebook & Yahoo.
Co-Branding:
Avaiable at big shopping malls such as Dolmen Mall, Park Towers & Millenium Mall.

31

Positioning Of Lipton Yellow Label

Positioning involves designing the product and image that will occupy a distinctive
place in the minds of the target market. As can be seen, Lipton yellow label have
the largest profit margins and market share in the automobile industry. Thus the
marketers at Lipton have decided to create its own unique image and then
strengthen the position in the customers minds.
The Lipton Yellow Label has positioned its product in the minds of the consumer as

Active
Refreshing
Colour
Aroma
Taste
Flavour
Outstanding Quality
Slogan

32

BRAND REPOSITIONING AND TYPES OF BRAND REPOSITIONING

Brand Repositioning is changing the positioning of a brand. A particular positioning
statement may not work with a brand.
For instance, Dettol toilet soap was positioned as a beauty soap initially. This was
not in line with its core values. Dettol, the parent brand (anti-septic liquid) was
known for its ability to heal cuts and gashes. The extension's 'beauty' positioning
was not in tune with the parents germ-kill positioning.
The soap, therefore, had to be repositioned as a germ-kill soap (bath for grimy
occasions'') and it fared extremely well after repositioning. Here, the soap had to
be repositioned for image mismatch. There are several other reasons for
repositioning. Often falling or stagnant sales is responsible for repositioning
exercises.
Product repositioning key to successful marketing

AFTER EXAMINING REPOSITIONING OF SEVERAL BRANDS FROM

PAKISTANI MARKET THE FOLLOWING TYPES OF REPOSITIONING ARE
IDENTIFIED, THESE ARE
1.
2.
3.
4.
5.
6.
7.
8.

Increasing relevance to the consumer

Increasing occasions for use
Making the brand serious
Falling sales
Bringing in new customers
Making the brand contemporary
Differentiate from other brands
Changed market conditions.

33

It is not always that these nine categories are mutually exclusive. Often one
reason leads to the other and a brand is repositioned sometimes for a
multiplicity of reasons.

REPOSITIONING OF LIPTON YELLOW LABEL TEA

LIPTON YELLOW LABEL was initially positioned as delicious, sophisticated and

premium tea for the global citizen. The advertisement also echoed this theme. The
repositioning specifically addressed the local customer by the old melody chai
chahie......
CHANGING SLOGAN
LIPTON TEA CAN DO THAT..
This slogan and advertisement campaign attracts the youngsters..Lipton people
placed the bill boards on roads, bus stops with simple questionsand their answers
were given few steps forward.

Launching of lipton ice tea

34

Lipton also launched ice tea to take the competition head on so the youngsters also
enjoy their product.

Questionnaire for Consumers

Name: ________________________________

35

Age: ________________________________
Area:

_______________________________

Profession: ____________________________
1)
a)
b)
2)

Age group ?
a)
b)
c)
d)
e)

3)

Gender ?
Male
Female

1- 15
15-30
30-45
45-60
60 above

Marital status ?
a) Unmarried
b) Married

4) How many cups of tea you consume every day ?

a) 1-2
b) 2-3
c) 3 above
5) Which tea do you drink ?

36

a) Lipton Yellow Label

b) Tapal

From the questionnaire we found some statistics related to our product.

SUMMARY OF FINDINGS:
Our respondents of 100 sample size.
60
50
40
Male

30

Female
20
10
0
Gender

37

35
30
25
1 to 15

20

15 to 30
30 to 45

15

45 to 60
60 above

10
5
0
Age Group

60
50
40
Unmarried

30

Married
20
10
0
Marital Status

38

50
45
40
35
30
1 to 2

25

2 to 3

20

3 above

15
10
5
0
Tea Consumed

54
53
52
51
50
Liton Yellow Label

49

Tapal

48
47
46
45
44
Tea Brand

39

40

41