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Situation Analysis:

Industry Overview:

Pakistan is a leading tea consumer in the world. In fact, the consumption of tea is so widespread
in Pakistan that it possesses 3rd position in the tea importing countries of the world, and is only
behind the United Kingdom and Russian Federation. The already high tea consumption level
may further increase in future due to urbanization and increase in per capita income.

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

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.

Company Information:
Unilever was created in 1930 when the British soap-maker Lever Brothers merged with the
Dutch margarine producer, Margarine Unie. Unilever Company came into the Pakistan market in
1949 with the name of Lever Brothers Pakistan. Changed the name Lever Brothers Pakistan to
Unilever in year 2003. The average per annum consumption of tea is 150 million kilograms.

Lipton enjoys a huge market share. Unilever caters in three categories and which include Food
Brands, Personal Care Brands and Home Care Brands.
FOOD BRANDS

Blue Band

Brooke Bond A1

Flora

Lipton

Pearl Dust

Supreme

HOME CARE BRANDS


Comfort

Rin

SurfExcel

PERSONAL CARE BRANDS

Clear

Close-up

Fair n lovely

Lifebuoy
Shampoo
Life Buoy
Soap

Lux

Ponds

Rexona

Sunsilk

Product Classification
Consumer Goods

Convenience Goods: Lipton tea comes under the head of convenience goods.

Product Positioning
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
creates 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

Refreshing
Colour
Aroma
Taste
Flavor
Outstanding Quality
Slogan

Markets Served
The tea sector shows a market that has homogeneous preferences that is the consumers have
similar preferences. They want refreshing and have good quality tea.

Market Share and Sales History


Lipton tea has the regular sales. , Lipton has become the undisputable market leader in the tea category
with shares exceeding 70%.

Methods of Distribution
To meet the demand of customers and availability of product, Lipton tea uses the intensive
method of distribution.

Implications of any market research


To know the people perception about the lipton tea, a survey was conducted. Through which
promotional activities has decided and determined the needs of people.

Target Market Description


Segmentation
Primary Market: Upper and middle class who want healthy and refreshing drink

Secondary Market:
People who drink occasionally, upper and middle class

Market Characteristics:
PSYCHOGRAPHIC

Social Class Upper middles, lower Uppers, upper-uppers


Life Style Achievers
Personality Cultured, energetic.

BEHAVIORAL

Occasions Regular, Special


Benefits Taste, Aroma
User Status Ex-user, regular user, first time user
Loyalty Status Strong
User Rates Medium user, heavy user
Readiness State Aware, interested, desirous
Attitude Towards Product Positive, Enthusiastic

Marketing Objectives:
Need-satisfying Objectives:

• To revitalizes your mind and body.


• To provide Hand picked close to the bud for best quality tea and finest taste.
• To provide natural source of antioxidants.
Marketing Mix:
Product:

As Lipton tea at the maturity stage, so it will be overemphasize to


increase it life
Price:

The emphasize on prices will remain constant.


Distribution:

Emphasize on Distribution also will remain the same.


Promotion:

It will be under emphasize because product at maturity stage. Here brand


awareness is strong so advertising expenses will be reduce.

Advertising Objectives
Primary Or Selective Demand:

Our focus will be on selective demand. Because need has identified that
People want tea depression relief product and as well as refreshment
drink . So, now it is time to stand out.
Direct vs. Indirect Action:
Lipton is at maturity stage of PLC so it is been reminded to the consumer directly to reclaim
them in our customer list.
Lipton tea advertising objective is to stimulate direct action. Through their promotional
campaigns they try to get a direct response from people to motivate them to buy.

Advertising Strategy
Product concept includes

Product positioning:

The Lipton Yellow Label has positioned its product in the minds of the consumer as

Refreshing
Colour
Aroma
Taste
Flavour
Outstanding Quality
Slogan "direct from the tea gardens to the tea pot",

Product differentiation:
There are many refreshment drinks available in the beverage market in Pakistan but
“Lipton Tea” has a fine distinction of catering to the ever changing tasting needs of its customers
with willingness right from the core. It offers clean and crisp taste with a pleasant aroma to
attract its customers. It offers very refreshing fragrance which adds to its quality and leaves good
taste in the mouth. Unilever claims that for “Lipton Tea” claims “direct from the tea gardens to
the tea pot. Lipton Tea is available both in tea bags as well as loose packaged tea. Lipton Tea is
blend selected from various plantations around the world. First tea globally bear the “Rainforest
Alliance Certified Seal”
Product Life Cycle:
Introduction Growth Maturity Decline
Sales

Lipton

Tapal

Supreme

Tetley

Time

Lipton tea is on the maturity stage.

Product Classification:
• By market; consumer good
• By rate of use/tangibility; non-durable, purchased frequently
• By purchasing habit; convenience good

Branding:
Because of enormous competition in the market, companies are grappling with the task of
retaining their customers .In today’s globalized world, customers have complete and full
knowledge about various brands. “Lipton Tea” has been successful in establishing itself as an
international brand image of urbanization as well as fashion. Unilever uses celebrities to attract
white collars from around the world.

Target Audience:
Target Market
Target audience:
Lipton’s target audience is mothers and housewives.

Prospective buying influences:


Prospective buying includes the influences of
Children; they might find some ad more entertaining
Males of the house; the ones paying for grocery
Friends, colleagues
Personal preferences and values

Advertising Appeals :
Lipton tea will be using the emotional appeals to attract the customers.