FATIMA

ARSHAD
ROLL NUMBER
MB2M-13-
10
 Tea Culture in
Pakistan
In Pakistan tea is popular all over the country.
It is one of the most consumed beverages in Pakistan
In Pakistan, almost every 10th person is a tea addict.
Mostly people call it doodh PAti in local language.
Pakistan is ranked as the third largest importer of tea in
the world.
In 2003, as much as 109,000 tones of tea were
consumed in Pakistan.
In Pakistan, tea is usually consumed at breakfast,
during lunch breaks at the workplace, and in the
evening at home, which is usually consumed with
biscuits or cake.
Yellow Label is probably the world’s most famous tea.
It’s the world’s best-selling tea brand, has been
established for more than 100 years
Lipton plays the role of an energetic brand that
aims to redefine the meaning of tea in people’s
lives.
Lipton tea provides great taste, aroma, flavor and color.
LOGO
 The Power of
Lipton
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
 45.75 billion Tea Bags are produced by Lipton Tea each
year
 History of
Lipton
 Lipton was created at the end of the 19th century by
Sir Thomas Lipton in Glasgow, Scotland.
 Later he established a chain of grocers, first
across Glasgow, the rest of Scotland, until finally
he had stores throughout Britain.
 Lipton is positioned as a High Quality But Reasonably
Priced Product.
 In 1929, the Lipton grocery retail business was merge with Home
and Colonial Stores to form a food group with over 3,000
stores.

 In 1980 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.
 In 1991 Lipton made first joint venture with Pepsi.CO
 Now,
Over a hundred years on, Lipton now possesses Thousands of
acres
of quality tea gardens
in East Africa
 Under the slogan "DIRECT FROM THE TEA GARDENS
TO THE TEA POT“, he made tea a popular and
approachable drink for everyone high quality but
reasonable priced.

 The Lipton tea are his heritage and they are more popular
than ever.

 Lipton tea is now WORLD LEADER and present in more

than 150 countries
 VISION

Lipton vision is to
available within an
arm’s reach of
every
individual desire
 MISSION STATEMENT
Purpose of Lipton is to meets every day needs of
everywhere to anticipate the aspiration of our consumers
and customers to respond creatively and competitively
with products which raise the quality of life.
 Lipton In Pakistan
Lipton was launched in Pakistan in 1948 and is one of
the oldest brands in the country.
Lipton world of tea blending in Pakistan and around
the world means only two things;
Quality & Reliability.
 Lipton’s Portfolio In Pakistan
LiptonYellow Label Tea

Lipton Mega Daane

Lipton Teabags
 Lipton Green Tea

 Lipton Flavored Tea

 Target Market of Lipton

 Commercially they target the urban areas of Pakistan

who come in the category of average middle class or
above.

 Lipton’s target market involves specifically females

in Pakistan.
 POSITIONING
 Initially the single idea behind Lipton is
“Light premium priced tea with best quality
” For global citizen.

 Later, they re-positioned itself specifically addressed local

customers by old melody
Chai chahye. Kaun syjanab
Lipton he to hay hmm
lajawab

 Then they positioned its tea.The tea which

“Clear The Mind”
 Re- Positioning
After that in 2009, new campaigns was launched
which
communicated that;

It contains thiamine which sharpens the

mind, so their message then was
‘SIP OF INSPIRATION’.
Unilever Pakistan recently re-launched Lipton
Yellow Label with an

‘Enhanced Tea Essence’ And ‘Rich Taste’.

The new campaign is an adaptation of global campaign.

Now the brand has transitioned towards a simpler message
‘DRINK POSITIVE’

The idea is to communicate what a sip of Lipton can

do, which is ‘bring a positive outlook in you and u
will live healthy life’.
Competitors in Pakistan
 Tapal Vs Lipton
 According to a survey, which was done recently,
84% of the Elite class and High Middle class prefer
Lipton over Tapal
where as
95% of the Middle and Lower Middle class prefer Tapal
over Lipton.
Overall market share of
Lipton is 14%
 4P’s of Marketing
Product
LiptonYellow Label has a brand image in the mind of
consumer as hand picked close to the bud for best quality
tea and finest taste. Lipton is the market leader in
Danne Dar category of tea. They believe that quality is a
way of life to us.
 PRICE

LiptonYellow label never compromised

on quality so they adopted value
based
pricing.
 100gm : Rs 65
 200gm : Rs 125
 500gm : Rs 280
 1000gm: Rs550
 Placement
LiptonYellow label has distribution network across
Pakistan.
Its popularity in Pakistan make it No1 Brand in country.
It is available at more than 180000 outlets in Pakistan
Lipton has its Head quarter in Karachi and 650
distribution offices all over the Pakistan
Distribution Channel
Distribution channel of Lipton is
 Promotional Tools
 The Lipton does it promotion in following ways:
 Advertisement
 Personnel selling
 Sales Promotions
 Internet Marketing
 Publicity
 Co branding
 SALES PROMOTION
Lipton, the world’s leading tea brand, launched three
month long Dip & Win consumer promotion
campaign in June 2013.
Price discount and allowances like
Lipton recently launched a consumer promotion campaign
announcing a massive price off (up to Rs 60 for its largest
SKU of 950g). The concept is based on the message of
TABDEELI
 MARKETING CHANNELS
 TV
 Newspaper
 Broaches
 Magazines
 Bill boards
 Special promotions or packages
 Internet marketing
 Bus branding
 Merchandising
 Sponsorship
 Associating With Music
And
Musicians
In previous ads they used singers like Nazia Hassan
and Zohaib Hassan, Meesha Shafi, Arif Lohar and
Ali Zafar.
For resent campaign Lipton used song that could help us driv
Alamgir’s recent new rendition of Keh De Na .
Grease: The Musical Play
 Recommendation
As Lipton is the oldest and famous tea brand in Pakistan
they should fuscous on how to sustain and grasp more
market share because many new entrants are entering
in market
Specially,Tapal tea is grasping more market share
by introducing new products and different
appeal.
 Conclusion

Lipton is one of Pakistan’s leading and most loved

brands.Their strong brand equity appeals to customers
with its unique
history and availability in more than 150
countries worldwide so consumers know
and trust it.
Lipton plays the role of an energetic brand that aims to
redefine the meaning of tea in people’s lives. So Lipton
is fulfilling its
promise by
Lipton tea providing great taste, aroma, flavor and
color to their customer around the
world.