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Lipton Tea
Lipton Tea
Lipton Tea is a British tea company, founded and named after its original owner, Sir Thomas Johnson
Lipton. Lipton tea began in1870 and is currently one of the biggest tea distributors in the world.
Lipton was born in 1850, in Glasgow, Scotland. In 1865, Lipton moved to the United States where he
held various jobs, including working on a tobacco farm, a rice plantation and a streetcar. Lipton, Lipton
returned to Scotland and opened his own grocery store in 1871 .Lipton pioneered the idea of selling tea
as individual packets, for longer freshness, consistent quality and guaranteed weight.
Lipton tea is now one of the largest tea traders in the world. It is currently owned by the Unilever
Company.
Objectives
The aim is to provide quality tea that is safe for the health and energizing for the mind and body
with an unforgettable flavor.
Lipton has to retain its position as a market leader against all its competitors especially Tapal
who is its challenger and close substitute.
It has to interact directly with the consumers in order to be aware of the requirements and
expectations of its consumers.
It has to maintain the highest satisfaction standards and goodwill among the consumers.
It has to maintain its brand name and loyalty.
TYPE OF RESEARCH:
1. Observation:
2. Structured and unstructured Interviews:
3. Questionnaires:
General Questions
About the product
Primary data
Office Tours (wazirabad 1/2012) Office visit has been conducted to get basic information about the
uniliver Company, itsobjectives and products Uniliver office Moti bazaar, Islamabad mor wazirabad.
Secondary data
Websites
WWW.UnileverPakistan.com.pk
WWW.lipton.com.pk
MICROENVIRONMENT FACTORS
Microenvironment of a company is all the factors that affect its ability to serve its customers. Itincludes
the company, suppliers, marketing intermediate, customer markets, competitors, and publics
1. The Company
Unilever was created in 1930 when the British soap-maker Lever Brothers merged withthe
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.
Suppliers
Super stores
General stores
Grocery stores
Discount stores
Departmental stores
1.
Marketing Intermediaries
Unilever marketing intermediaries have played an effective role in distributing its products.
Physical distributers
Financial intermediaries
These have strongly helped the company in promoting its products.
1.Customers
Microenvironment factors are all the societal factors, which affect the company; these include
demographics, economic, natural, technological, political and cultural forces.
1. Demographics
Generally people consume 2-4 cups of tea per day.The demographics include
Age
Location
Gender
Race
Occupation.
The potential market of Lipton is the people aged 10-60; it does not target the children.
2. Economics Forces
3. Cultural Factors
Values
Norms
Cross culture
Target market
Targeting of Lipton:
Lipton Yellow Label is working in more than 110 countries therefore the target market is aglobal village
that consists of people with different cultures, taste, habits & food.
It targeted the urban areas (offices, hotels, restaurants, café, and banks)
Lipton is targeting for upper middle, upper lower and upper middle class
The teabags are targeted toward the upper high class.
Soft packs and jar packs are targeted for middle and middle lower class.
The age group segment selected for Lipton is between (15 – 60)
It is targeting to those people who are young, trendy, cosmopolitan, hip, and cosmopolitan.
Market Segmentation
Market Segmentation Of Lipton Yellow Label
There are two clear segments of consumers in the market, branded tea consumers and un- branded tea
consumers. In Punjab, the majority of rural areas are absolutely brand loyal while unbranded tea is only
popular in teashops and hotels
Geographic Segmentation:
Demographic Segmentation:-
Behavioral Segmentation:-
Psychographic Segmentation:-
USE-SITUATION SEGMENTATION
Level of competition
Market competition:
The tea market in Pakistan is very well saturated because of the high consumption of open teawhich
accounts for over 60% of tea sold but if we look at the branded tea market there Brooke bond leads the
market in branded tea, while Tapal being second and Lipton being third in termsof sales with other small
brand of Unilever and Tapal also laying claim to the market.
The primary completive alternative of Lipton Yellow Label is Tapal Danedar Tea.
Tapal Danedar
Tapal is a well known name in Pakistan. In 1947, it started business and now is a Tealeader in the tea
market of Pakistan.
Competitive Rivalry
Marketing mix (decisions) generally fall into the following four distinct categories:
1. Product
2. Pricing
3. Place issues(distribution)
4. Promotional tools
Product
The product name is Lipton yellow label that has astrong brand image in the consumer mind. It is regular
tea that has a strong taste, aroma, and strength.
Product line
Black tea
Green tea
Flavored black tea
Herbal tea
Pyramid tea
Iced tea mix
Iced tea to go
Lipton pure life tea
Lipton iced tea
Food service
Lipton brisk
Price
Lipton Yellow Label has never wanted to compromise on quality so they adoptedvalue based pricing.
Distribution channels
Lipton yellow label being a consumer good follows an intensive and selected distribution policy in the
placement of its products it tries to reach its consumers any where and every where.
Distribution places
Promotional tools
The Lipton Yellow Label does it promotion in following ways.The company uses different promotion
techniques they provide different items toPeople such as:
Caps
Tea bags
Cups
Printed T-shirts
Discounts
Basant festivals
Vans
Watches
The company takes different sales promotion techniques at different time period for the salesof the
product.
Electronic Media:
The company is spending a lot on electronic media. In their advertisement they hirerenowned
celebrities.
Advertisement:
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 SitcomProduct placement is also done in many of the
shows.
Magazines:
Full page advertisment including Akhbar-e-Jahan, Mag, Family Magazine, Fashion & BusinessMagazine.
Internet:
Co-Branding:
Avaiable at big shopping malls such as Dolmen Mall, Park Towers & Millenium Mall.
SWOT Analysis of Lipton
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Bruce Henderson
Question mark
Question mark is a stage in which company gets the high market growth rate of there product butvery
low relative share of market
Stars
Star is a stage in which company gets high market growth rate and high relative share ofmarket. It is a
stage in which company reach at its peak point.
Cash cows
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 inthe current market
situation.
Dogs
A dog is a condition in which the company has very low market growth rate and has a lowrelative
market share. In such condition the company may shut down their work and exit themarket.
The bargaining power of suppliers for Lipton tea is high in Pakistan because there is an import of
tealeaves from different countries like bangladesh, Sri Lanka, Kenya and other countries.
If consumers are fewer the bargaining power of the consumers is high. If the consumers are morethen
the bargaining power of consumer is high. The bargaining power of Lipton’s consumers is very high
because there are many brands in the market, Like Supreme, Tatly, and Tapal dander at lower price.
Lipton yallow label is faceing very few threat of new entrance in the tea market of Pakistan because of
limited resoures and huge investment of capital is required to enter in tea market of Pakistan. So new
enterance of tea company in the current market is har
Lipton yellow label is facing very high threat of substitute product in the tea market of Pakistan.It has
also threat of technological changes of their competitor in his product. For example tapalhas previously
launched a new compaign
Recommendations
Lipton yellow label should reduce its prices in order to become a more affordable brand.
Lipton yellow label should increase the use of tea vending machines to all the major cities
inPakistan.
Lipton should introduce its internationally recognized ice tea in Pakistan first on an experimental
basis and if this taste clicks with the consumers of Pakistan Lipton stand to be the only tea brand
providing the consumers with this product.
Lipton should market its tea bags in small quantity boxes as it has done with it’s lose tea.
Lipton ‘s out of home department is one of its major strengths it should be expanded
Conclusion
Lipton yellow label (UNILIVER) company has a strong image in theinternational market due to large in
size in term of financial and humanresources capital and wider product range Lipton can look forward
tocompetition in an encouraging and growing market with increasingdemand expected to rise rapidly in
the current market status.