Price Mix

Mass market is being catered by Lipton which consists of people belonging from different
sections of the society. Urban and rural sections are penetrated by Lipton so that greater share of
market can be acquired by them as per the penetration policy adopted by them. In addition, stiff
competition is being faced from many competitor brands, so in order to have a competitor
advantage they maintain prices keeping in mind the prices of rival brands. Features like low
prices as compared to competitors, intelligent and attractive packaging, great and best quality
made Lipton to become accessible and best beverage.

Promotion Mix

Aggressive marketing strategy has been adopted by Lipton. With its features which includes
affordability and quality, it has been positioned as a healthy beverage with the help of
promotional activities adopted by them. In the beginning they started with the advertising slogan
which says “Direct from the tea gardens to the teapot”. They launched their ad campaigns on
various platforms like newspapers, televisions, billboards, radio and on social media platforms
with taglines like “100% Natural and 100% real tea”. In order to attract common masses towards
their brand they’ve engaged promotion through celebrity endorsement and currently they’ve
roped Shraddha Kapoor for the same.

Product Mix

Lipton Green Tea is one of the finest and famous brands in the tea segment in the world. Having
a strong goodwill and brand image in the minds of customers when it comes to have a green tea,
it has very good product line in Tea category only. Its product line ranges from Lemon tea to
green tea and from Lipton yellow label tea to Ice tea. Lipton has stretched its business to
different segment in different countries to serve the needs of the health centric customers. The
product Lipton tea has been marketed in different region with regional specialty for example-
Lipton has been processed with the extracts taken from Sri Lanka, Darjeeling. North America
and Asian Subcontinent in the form of multiple flavor and according to the taste of people of
specific regions. The product Lipton has been placed in India as the organic green tea under
variety of range of products to serve the needs of health freak customers and make them
available Ready to drink tree in just fraction of minutes. The brand Lipton tea has an exclusive
range of Tea products in India to sense the taste buds of Unique Chai lovers.
Place Mix

Any business to penetrate and reach every potential market, the strong supply chain model plays
a major role in ensuring the accessibility and distribution of product. The tea brand Lipton has
adopted a very strong channel of distribution and started its tea processing plants in Kenya and
Tanzania with the launch of multiple varieties of tea in market. The brand Lipton also decided to
have a India as one of the primely focused potential market place for the selling of its lemon tea
and various other products under the range of organic lemon tea as in India consumer majorly
dwell on this beverage to get rid-off tiredness on daily basis. In initial days, Lipton has
concentrated on Mumbai as potential marketplace for their distribution and availability in overall
marketplace at different retail and wholesale outlets. After that the brand Lipton never look back
and headed towards becoming as highest selling tea from Pune to Mumbai and then in India. It
was all made possible due to the strong presence of supply chain and distribution network which
ensured accessibility and availability of green tea from different marketplaces to health freak
Chai lovers.