MARKET SEGMENTATION:

Market segmenting is dividing the market into different

segments based on their different characteristics and
distinct needs. Lipton will decide how it wishes to divide
its market according to the chocolate flavor that it is
launching.

Benefits
As talked about before, individuals who may devour tea
might be spurred to attempt this new brand in light of
the advantage that they are getting from that item.
Clients who are faithful to the conventional dark tea will
infer the chocolate advantage in their standard tea while
clients who look for weight reduction profits by Lipton's
green tea will, once more, be furnished with an alternate
flavor in their routine. Frosted tea customers will profit
by being invigorated with a cool beverage and the
chocolate enhance giving them a sweet flavor.

Targeting
A target market is a gathering of clients
a business has chose to point its marketing efforts
and eventually its merchandise
Geographic

Lipton will dispatch this new better equation just in

Asia, especially in Pakistan to test whether this new
taste can be disguised in their tea drinking society.
Along these lines, diverse urban focuses, for
example, Lahore, Islamabad, Karachi, Multan and
more will be entered. The motivation to choose
these urban focuses is that the organization won't
need to contribute more cash to set up purposes of
offers in other littler urban areas except if there is
ideal interest of the item in the market.

Statistic

Isolating the market demographically is one of the

fundamental routes by which Lipton will portion its
gathering of people. Since it is centering at drawing
in the adolescent as a result of its chocolate season,
age will assume a noteworthy job in helping the
organization to decide the gatherings that will be all
the more effectively focused on. They will by and
large be between 16 to 28 years.

Psychographic

Psychographic division is separating a market

dependent on their social class, way of life and
identity qualities. This division will give the
organization the preferred standpoint over its rivals
because of the mental division based on another
brand gives the general population a status
cognizance and this awareness will go far in setting
up a brand faithfulness of the shoppers. The
organization will isolate the populace on their way of
life and identity attributes. Lipton will offer this tea
to the portion that incorporates improved dark or
green tea in their day by day schedule. A few people
may drink green tea for wellness, accordingly this
new flavor will improve their experience of staying
fit while it will likewise speak to individuals who lean
toward dark tea in their nighttimes or mornings.
dise towards. Lipton's objective market will be
founded on the portions that it has partitioned its
clients into. For the most part, it will target: normal
to high class workers, youthful and moderately aged
individuals relying upon the sort of tea they expend.
It will focus on the clients through separated
showcasing since the chocolate enhanced tea will be
offered for individuals with their novel attributes.
Situating

Situating alludes to the system embraced by the

organization to enable a brand to hold a particular
and clear position in the brain of the client for the
most part by separating that mark from others. In
this manner, Lipton will intend to position its new
offering as a test to the current conventional brands,
for example, Tapal and Supreme. It will position this
new flavor as the key to customer's joy and by
advancing this brand in their psyches as another
sweet tea that won't just invigorate them however
will fulfill their sugar yearnings for chocolate. Rather
than devouring chocolate as a different decent, they
can without much of a stretch find that preference
for their tea which they drink every day or routinely.
Green tea clients who drink tea to shed pounds can
appreciate this brand too while likewise profiting by
this chocolate taste.

Making a situating proclamation is a statement of

how a given item, administration or brand fills a
specific purchaser require in a way that its rivals
don't. Lipton should examine its rivals separating
perspectives to set up its own picture for its new and
existing clients.

It will attempt to give preferred quality tea over its

rivals as far as taste, cost and the structure of the
item itself. It will do explores on field to test client's
perspectives about each brand. The situating
proclamation that Lipton will embrace : 'To each
taste cognizant person who likes the best quality,
wonderful tasting and one of a kind item with the
most ideal value, Lipton gives you items produced
using imported sources that are fabricated and
 bundled locally with a social pinch of Pakistan and
the outside world also."

SWOT Analysis
1. STRENGTHS

 Unilever is a multinational company

 Lipton has been present in the Pakistani market since 1948

 Strong Image and Customer Base

 Well established supply chain with distributors, wholesalers and retailers

 A new sweet flavor that caters for the taste of the Pakistani Public

2. WEAKNESSES

 High competition from Tapal, Brooke Bond and Vital Tea

 Low market share in Khyber Pakhtoonkhuwa (KPK) Province due to cheaper

alternatives available

3. OPPORTUNITIES

 Pakistan has a growing population, therefore the Tea market is increasing

 The chance to promote our product in KPK and other rural areas

4. THREATS

 Rising inflation in the country

 The emergence of new competitors

 Possible increase in the market share of loose tea (unbranded smuggled tea)
  Lipton’s profit margin is exposed to rupee devaluation

Marketing Mix

1. Product
Lipton still has kept up its grasp on its buyer tastes
henceforth being steady at the development phase
of its item life cycle. By presenting this new
chocolate tea, Lipton is attempting to adjust its
market so as to help its current piece of the pie by
taking into account new markets. The supervisory
group of Lipton in Pakistan after a great deal of
research has chosen to expand its ebb and flow
product offering by propelling another Chocolate
season in its three distinct classifications of Tea.
Product category
Convenience product: As tea is bought without any
consideration in Pakistan it is a convenience product.
Item quality is one of the advertisers significant
situating devices since it is nearly connected with
client esteem and fulfillment. So as to meet the
differing tastes of purchasers everywhere
throughout the world, Lipton is persistently including
new flavors in the item. Consequently concerning
our objective market, individuals of Pakistan have a
sweet tooth for everything in this manner Lipton is
presently going to dispatch a chocolate season in the
tea business. As Lipton positions itself based on
great tea, the new Choco Dips flavor in its item blend
will keep up its past set norms of value. Besides,
utilizing a similar Magnum chocolate providers will
pick up it a focused edge as individuals are as of now
partial to the Magnum enhance.

An item can be offered with fluctuating highlights.

Subsequently Lipton being the principal maker to
dispatch a chocolate seasoned tea in Pakistan will
make an extraordinary mix of chocolate and tea
fulfilling people groups longing for tea sweeterly.
Along these lines by requesting extraordinary
granulated chocolate from its chocolate providers
Lipton would assemble an exceptional blend of this
granulated chocolate with its unique tea. Lipton will
make this item at its plant in Karachi to be conveyed
further the whole way across Pakistan.
Styling and structuring

An item style and configuration assumes a critical job

in including client esteem. Style essentially depicts
the presence of the item though configuration is
more than shallow it goes to the items value and
additionally to its looks. Lipton has constantly kept
up its items through its greatest resource that is
SIMPLICITY consequently it will keep up its legacy.

Bundling

The exercises of planning and delivering the holder

or wrapper are bundling. Henceforth Lipton receives
the technique of inventive and imaginative bundling.
"Creative PACKAGING HELPS THE COMPANY TO
GAIN ADVANTAGE OVER COMPETITORS"

Lipton experts will plan the bundling for this line

augmentation. Lipton brings its Choco Dips Black tea
in standard yellow cardboard boxes of 500 and 1000
grams and also boxes containing 25 tea packs while
Choco Dips Green Tea may be accessible in tea sack
shape. The Choco Dips Ice Tea may be sold in 330ml
yellow jars as it is a prepared to utilize refreshment.

Marking

A mark recognizes the item or brand. In this way,

Lipton will include all the supplement data their
cases from their fixings to the calories contained in
each serving of tea. Further, Lipton can advance this
new expansion through alluring designs.

1) PRICE

Lipton's point has dependably been to furnish its

clients with great quality tea at sensible costs to
focus on the mass market all in all. In any case, the
expense of the innovative work, the arrangement
fabricating, showcasing and additionally the
advancement costs will contribute in choosing how
the items will at last be evaluated. Since Lipton will
point upgrade its piece of the overall industry
through this line expansion, thus it will enter the
market through the infiltration valuing system. This
methodology will enable the brand to enter the
market effortlessly through lower to average costs as
more individuals will be urged to attempt these
items keeping in view the contenders marks also.
Despite the fact that the organization may at first
not make benefits as a result of this plan, it may
enable this new flavor to make its very own
unwavering client base. In any case, over the long
haul, the organization will work on aggressive
valuing which is utilized by organizations which are
moving comparable items. Lipton will watch the
general rate of tea marks in the market and value its
items in like manner. In any case, so as to catch an
incentive from these clients, the organization should
keep up its quality and taste at the costs to give the
client the value of that cash. The accompanying
histogram portrays the costs of our product offering.
Y-Axis→ “Prices in Pakistani Rupees”

X-Axis→ “Product Line”

400

350

300

250
500 Grams
200 1000 Grams
Tea Bags
150 330ml Cans

100

50

0
Black Tea Green Tea Ice Tea

1) PLACE

Lipton is a worldwide organization and is considered

as an astounding item around the globe. It has a very
much created esteem conveyance coordinate with
its channel individuals in this way the organization
can gain by it. Lipton for the most part selects a
concentrated dispersion approach through the
vertical promoting dissemination framework,
subsequently it will convey this item in all
extraordinary retail outlets through an assortment of
wholesalers.
 Channel of Distribution

Manufacturer WholesalerRetailerConsumer

Lipton will adopt the integrated marketing

communication strategy with a blend of various
promotion tools whereby a consistent and compelling
message will be delivered to the target audiences. It will
help the company create awareness about the new
flavor and gradually develop a preference for it in the
long run.
1) Sales Promotion

Lipton will put its representatives at various areas and

retailing outlets to give the clients free examples of the
product offering. This will give an informal impact which
will create positive reaction for the item. These free
examples will be given frequently in the stores for the
initial couple of weeks.

2) Advertising

TV: Lipton will lead ads by expediting board VIPs, for

example, Ali Zafar and Mahira Khan to speak to its
childhood and in addition to make a brand an incentive
for the clients. Since Lipton has officially kept up a family
like bond with its customers by candidly engaging the
gathering of people through its legacy, along these lines
it will currently likewise add the normal component to
induce the individuals who long for improved low-calorie
refreshments.
Print: To bring issues to light of these new items, Lipton
will publicize Choco Dips in various week after week
magazines (Sunday magazines) and in addition papers,
for example, Daily Times and The News which focus on
the mass gatherings of people.

Boards: Attractive announcements will likewise be put all

through the urban communities which will be gone for
making mindfulness about this "SWEET" development in
the Pakistani tea industry, consequently making a solid
place in the brain of the shoppers

1) Direct and Digital Media

Web based life: Platforms, for example, Facebook and

Twitter will likewise be utilized to enhance customer and
friends collaborations. Lipton will essentially concentrate
on customer produced and purchaser commitment
advertising to take care of business their immediate
contribution in the brand. Purchasers can give surveys of
the taste on the organization's authentic site, through
tweets ( #LiptonCocoLoco) and on Facebook pages. The
potential clients, through these web based life stages,
will connect specifically and in a roundabout way with
one another.

2) Public Relations

Lipton has constantly kept up great relations with its

diverse publics and, in this manner it can benefit from
these relations. It will join forces with the adolescent
situated brand, Nike and will arrange running occasions
whereby frosted tea will be filled in as refreshments.
Further, it will support morning appears by giving its
altered mugs to the channels. Lipton will advertise its hot
refreshments by sorting out "Sufi Nights" and thus
focusing on the matured group of onlookers