Lipton Choco dips

BY:
Abdullah Zafar
Syed Fateh Gillani
Afshar Tufail
Tayyab Mukhtar
Ammad Waqar
Introduction
Tea had turned into a piece of Indo-Pakistan culture even before
autonomy and is currently regarded as a basic segment of the
get-togethers and authority gatherings. It is prominent
everywhere throughout the nation and holds a fundamental
hugeness in the neighborhoods. It is known to be a standout
amongst the most devoured refreshments in Pakistani cooking.
Tea is additionally alluded to as 'chai' in Urdu. While Pakistan
does not create tea, it is a noteworthy tea-expending nation,
being positioned as the third biggest merchant of tea on the
planet. In 2003, as much as 109,000 tons of tea were devoured
in Pakistan, putting it as the seventh biggest tea-expending
nation on the planet. Tea imports ascended from roughly
US$120 million out of 1998-99 to US$210 million out of 1999-
2000, demonstrating an expansion of over 65%. Because of this
fame, a few brands are working under various names giving this
tea to the majority including Tapal, Lipton and Brooke Bond
Supreme.
Accessible in more than 110 nations, Lipton is especially
famous in Europe, North America, Africa and the Middle East,
parts of Asia, Australia and New Zealand and also Latin
America and Caribbean. Thomas Lipton, proprietor of Lipton,
moves a wide range of flavors and assortments of tea, for
example, green tea, dark tea and also iced tea. Under the motto,
"guide from the tea greenery enclosures to the tea kettles" this
innovative representative needed to make tea a famous and
receptive beverage for everybody with high caliber yet a
sensibly estimated item. Contrasted with other tea brands,
Lipton has constantly centered on development because of its
nonstop dispatch of both leaf tea and prepared to drink tea items.
Green tea and dark tea are refreshments that have numerous
advantages identified with them. Therefore, it is presently
adding chocolate to its item blend. This new flavor will go far to
present another brand by Lipton in the universal market making
chocolate tea as a major aspect of the sound eating routine
arrangement particularly for the heart patients and utilized as
cancer prevention agents. They are known to be hostile to
destructive, against weight while its normal utilization can
decrease the odds of ailments, for example, Diabetes,
Cardiovascular sickness and even Alzheimer's.
Lipton Choco dips:
After leading broad research and looking at these records,
Lipton has chosen to present chocolate enhance in their green,
dark and iced teas to take into account the young's taste and for
individuals who have yet not built up the desire for tea. Adding
this flavor will take into account the current clients and will urge
individuals to attempt the item as they will, now, not need to
trade off on neither the taste nor the advantages they will devour
by drinking it.
Lipton Slogan:
A slogan is a memorable motto or phrase used in
a political, commercial, religious, and other context as a
repetitive expression of an idea or purpose. Developing an
effective advertising slogan helps companies cut through the
chatter and get consumer attention quickly. As Lipton is already
a well-known and a well-established brand, its new slogan for
this product line will be:

“Chocolate is the tea to happiness”

 Mission Statement
A company’s mission statement describes its goals in three
different aspects: what is wishes to do for its employees,
customers and owners. Lipton’s mission statement will:
1) Aim: to understand it’s customers daily desires
2) Mission: To fulfill these desires in a more dynamic and
sweeter way
3) Vision: To provide superior quality with the best taste
which is energizing for the mind and the body
4) Core values: Customer value, fulfillment, co-operation

Micro Environment Factors

Microenvironment factors are those factors that affects how the
company treats their customers, which includes:
 1) The Company:
Unilever is a British-Dutch customer merchandise organization
co-headquartered in Rotterdam, Netherlands, London and
United Kingdom which was set up in Pakistan in 1948. The aim
of the company is predominantly giving its clients esteem and
fulfillment which is done through defining objectives and
focuses on that the chiefs satisfy. In Pakistan, Unilever have not
exclusively been giving quality items however they have
additionally endeavored to do this in a way that drove
individuals into a healthier way of life. Making people aware of
the nutrition information has helped them in creating a strong
customer base.
2) Suppliers
At Lipton, suppliers form a very important role in the value
delivery network. Lipton’s main ideology is to redefine the
perception of tea in the minds of people. For this, it is very
essential that they use the highest quality material supplies in
order to satisfy their claim, exactly what they have been doing
for years now.
Tea suppliers:
Tea, being the strong point of Lipton as of now, would help in
this reason. Picking similar providers would be the main
decision as individuals as of now love the kind of the brand. Tea
leaves will be transported in from various nations. The standard
Lipton tea is a mix of teas from various tea-creating nations,
including India, Sri Lanka, Kenya, and China. Tea smells shift
from season to season and year to year, consequently the tea mix
maintains on changing in control to give the best quality item to
the clients
Chocolate suppliers:
Here the organization will utilize the skill of another brand of
Unilever, Magnum. Magnum is a chocolate covered dessert and
thusly the organization can utilize a similar chocolate provider
for the tea also. Magnum utilizes unique cocoa from Rainforest
Alliance Certified Farms from Australia, New Zealand and
Belgium, subsequently having its influence in being all inclusive
mindful also. Thusly, similar providers can be utilized in this
task also.
3) Competitors:
Lipton has constantly kept an eye on the rivals in the market
with the end goal to offer something additional to the clients to
make a benchmark for the rest. The immediate rivalry operating
at a profit and green tea showcase originates from Tapal and
Vital Tea, while Coca Cola, Pepsi and moment caffeinated
drinks like Red bull and Sting test in the iced tea advertise
however Lipton has a solid client base in Pakistan because of its
extraordinary situating, where it expects to adjust the point of
view of individuals towards tea from being exhausting to
something that is fun. Also, being a believed organization in
Pakistan individuals lean toward purchasing Unilever's items.
 4) Marketing intermediaries:
The market intermediaries play a crucial role in making the
product available and visible to the customers. Unilever
products are easily available in all retail stores nationwide, thus
the physical distribution of Lipton is quite well balanced. The
brand promotion is also wide spread, ranging from print media
to the digital media. Unilever is a well-financed company, as can
be seen from its ability to operate a wide range of brands at a
single time, thus its relation with the financial intermediaries is
also unquestionable.
5) Customers:
The customers have dependably been the principle focus point
of Unilever, as they are the ones who either represent the
moment of truth in an organization. Unilever has constantly
made a point to give the best quality items, along these lines
being effective in making a solid connection with the clients.
Brand awareness is a key component of Lipton, making it
simpler to acquaint new items with the market, as individuals
are continually ready to try it out. Clients trust the organization
in general, as there is an extensive variety of items being
delivered and sold all the time. Lipton's promoting plan should
intend to pull in and hold clients through items that meets their
"needs and needs" and phenomenal client benefit. Clients in
Pakistani market are from each class and each network yet the
presentation of the new brand ought to bring an ideal reaction if
the clients are persuaded about the solid parts of the chocolate
tea. The best time for propelling this brand is in the winter
season as in this day and age, tea utilization when contrasted
with different drinks is higher.
6) Employees:
Lipton should utilize staff with abilities and experience as it will
influence client benefit and at last deals. Actually, their
administration conveyance will limit the attention load as they
will be the brand representatives of the new item. In the store
network order, their job is exceptionally basic and their
perception and their input must be join in an ultimate choice for
advertising the item.
MACROENVIRONEMTAL FACTORS:
There are a few macro environmental factors as well that plays
an important role:
1) Political factors
Government intervention is a major factor of any economy, as it
greatly affects the way in which each industry operates. Laws
and regulations in Pakistan have a big influence on buying
power of businesses and consumers. Since the General Elections
of 2013, Pakistan has been politically unstable due to the rigging
claims by the losing party but the government still has been
successful in taking charge of the country. Investment has
started coming into the country. The tea industry in particular is
not heavily regulated by the government. As Pakistan imports
most of its tea, therefore the government has a set quota for this
import. Most of the Tea is imported from Kenya and Sri Lanka.
Pakistan has good relations with its Tea-trading countries
especially due to its strategic geographical position on the globe
as these relations lead to benefits for both sides.
2) Cultural factors
Social and cultural components assume an imperative job in the
manner in which a general public responds to various things.
There are sure standards and conventions that we gain from our
environment and this is actually how a general public shapes our
activities. This tea drinking society is explicitly acquired from
our ancestors. In 2012 Pakistan was the fifth biggest tea shipper
on the planet, after Russia, UK, Afghanistan and USA.

Tea has dependably been an essential piece of the Pakistani

society regardless of what event. Individuals have it for
breakfast, they drink it before they go to bed, and it is offered
when visitors arrive or it is offered with sweets toward the finish
of the suppers and it is even given at weddings. It's a basic piece
of the life of each. Tea is a wellspring of holding in the Pakistani
people group, whereby families sit together after supper and
discussion about their day while having some tea. The per capita
utilization of tea in Pakistan is around one kilogram and is
ceaselessly expanding because of increment sought after while
the normal yearly per capita utilization on the planet is 0.75 kg.
Individuals drink Black tea with the end goal to expand their
vitality levels or just to unwind. Green tea is likewise
exceptionally mainstream because of its wellbeing points of
interest while Ice Tea is as yet picking up prevalence by
contending specifically with Soft beverages.
Economic factors:
The monetary condition of a nation has coordinate effect on the
acquiring intensity of purchasers and also the improvement of
the businesses. It straightforwardly influences the purchaser
spending designs. Pakistan was hit hard by the ongoing
monetary retreat on the planet and in 2008 the economy brought
a down turn. Enterprises began crumbling and individuals
favored moving their organizations outside the nation. Along
these lines, a noteworthy capital outpouring occurred for a
nation which in 2005 was the third quickest developing
economy of Asia. Be that as it may, circumstances have changed
at this point. Since the government in 2013 took matters in their
grasp, the business certainty has expanded in the nation however
Pakistan still faces a noteworthy issue of a high swelling rate
that influences the acquiring intensity of the purchasers. The
Core Inflation Rate in Pakistan arrived at the midpoint of 8.40
percent from 2010 until the point when 2015.The General Sales
Tax additionally remains at an amazing figure of 17%, making
products considerably more costly for the buyers. The beneficial
thing here is that, these figures, in spite of the fact that influence
the costs of the Tea business yet they have next to no impact on
the interest. One reason being that individuals are excessively
attached to tea since it has turned into a fundamental piece of
their lives, one they can't live without (Truly valid on account of
generally Pakistani's). Also, tea isn't overpriced as individuals
don't need to spend a high extent of their livelihoods on it, in
this manner the interest and import for tea is consistently
ascending as observed beneath.

Demographical factors:
Demography is the study of human population. Pakistan
currently has a population of just over 191 million which is
increasing at a rate of 1.49% every year. Over the years,
dramatic social changes have led to rapid urbanization. Pakistan
has a rising young population. The males overweigh the
females, numerically, in the ratio 1.07:1 (according to a report in
2011). Thus, demography has very limited effect on the Tea
industry has Tea is consumed by both genders as well as most of
the age groups. The Chocolate flavor tea is specially targeted to
the youth who don’t like the bitter taste of tea, thus Lipton is
catering for a growing market.

Natural factors:
This involves the physical environment and the natural resources
that are needed as inputs by marketers or that are affected by the
marketing activities. Pakistan’s physical environment is such
that Tea can only be produced in a very limited area and thus it
cannot be produced on a large scale. Therefore as mentioned
before, this is not enough to cater for the needs of the entire
population. Thus most of the Tea is imported from countries like
India, Sri Lanka, Kenya, and China. According to a report, in
2013, Pakistan was able to produce only 10-15 Tons of Black
Tea, while the demand was over 120000 metric tons. On the
other hand Pakistan faces a shortage of basic industry utilities
like Electricity and Gas, making it difficult for the industries to
operate.
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Mid Term and Long Term Plans:

Midterm:

Ceaseless up degree of the tea and chocolate blend handling

plants alongside the preparation to upgrade the abilities of the
representatives' so that there be no separation in the store
network of the item either as a result of human and physical
variables of the system. It will likewise incorporate the
presentation of the new flavors in the market like mint chocolate
tea.

Long haul:
In the long haul, Lipton will take care of any issues that make a
block in achieving their general targets settled at first which are
to catch 80% of the nearby market. It will create techniques for
keeping up its situation in the market and guarantee that this
product offering creates enough money or piece of the pie.
Conceivably, it will be best if this item at last transforms into a
money dairy animals for the organization. Next to each other,
significant capital uses, for example, buying hardware and
growing its bases can be inspected and actualized. Taking
everything into account, its principle objective will be to keep
up the legacy and the qualities that its customers relate Lipton
with in constant and inventive ways