5.

Brand positioning
Lipton is a household name in the tea industry. Founded in year 1989 by Thomas Lipton, the
brand has continued to make its mark in the tea industry. Effective positioning and a sustainable
growth strategy has made Lipton a successful brand over the years Koehler (2016).As suggested
by Darbinyan (2021) Lipton’s brand personality has always exuded energy, positivity and
calmness through its expressed messages. The brand stands for positive vibes and attributes the
feeling of enjoying the product while relaxing (peachyessay, 2021). The narrative of brand is
closely linked to peaceful and relaxing environment. The target market of Lipton is diverse. It
ranges from young individuals to aged people. The positioning of the brand stays along the lines
of providing a refreshing, calm and positive experience of drinking tea. The brand personality
and aesthetics are also coordinated to reflect a peaceful image for instance the usage of pastel
cool colors in the brand’s logo is a testament to the claim. Lipton also delivers the message of
rejoicing relationships through the brand experience. Lipton’s recent positioning statement
“drink better, live better” refers to its commitment of providing the best to its consumers and
encouraging healthy lifestyle.
6.Brand Personality:
As mentioned earlier Lipton has created a strong brand personality and presence over the years.
Its recall value has always been strong. The reason for prolonged customer loyalty somehow
relates to its brand personality and tone of positioning messages. The brand personality of Lipton
comes off as fun, engaging, positive and relaxing. The following themes have been highlighted
repeatedly through the promotional campaigns and advertisements. According to Bhasin (2019)
Lipton uses fun, healthy and active elements to engage the audience through their advertisements
and promotional activity. Therefore, the vibe associates with the brand has become synonymous
to energy and positive frequency. Lipton does not cater a single age segment, therefore due to its
diverse target market its brand personality exhibits elements of healthy and active living. Both
these brand messages are not confined to a single age group and in general positive energy and
healthy lifestyle is relatable to every age group and dimension. Lipton has successfully crated a
universal appeal through its brand personality and impressions.
7.Target audience
Lipton as a brand enjoys a widespread appeal. Its target market has never been confined. The
quantum of Lipton’s target market is responsible for its universal appeal. The brand is relatable
to every age group and income class. Therefore, it is difficult to characterize a specific target
market for the brand. However, ideally the target market of the brand comprises of middle
income group individuals with no restriction of age group and genders. As suggested by Nguyen
(2022) the products offered by Lipton successfully target every age group. These age groups
include youngsters, middle aged and senior citizens alike. For instance, the ice tea segment is an
addition to their beverages segment. The consumers of ice tea are young adults who want to
enjoy a modified version of the conventional tea that is available in the environment. The
modification of an existing product to appeal a new group of customers is often implemented by
established businesses like Lipton to increase the magnitude if their business. Iced tea is
available in a variety of flavors which help engage the young target market. Whereas the
conventional tea lovers are already an established customer base for the brand since its inception.
8.Customer insight
The perception of Lipton has been positive in the minds of conventional tea lovers and brand
loyalist. The brand is particularly close to staunch tea lovers who cannot continue their day
without consumption of tea. Since the brand has maintained a positive business over the years,
its presence in the industry has been towering. Due to an elongated history customers have
placed quite a trust ion the products of the brand. Consumers feel Lipton is their go to and
reliable option for consuming tea. They feel more energetic and peaceful after consuming the
Lipton products. Tea is considered a dehydrating beverage by most health conscious people.
However, Lipton has introduced a wide range of tea with health benefits such as green tea and
the herbally infused chamomile tea. Therefore, customers feel that Lipton is brand that cares for
their health and positively contributes to their life.
9. Key benefit claim:
There are several benefits of iced tea consumption. As mentioned earlier, Lipton maintains a
great commitment to providing a healthy and active life to its consumers. Therefore, the claims
can be corroborated by the following observations indicative of the benefits of iced tea
consumption. According to research (Oneagrix, 2023) Lipton tea is infused with polyphenols-
naturally occurring compounds which promote a healthy digestive system and a healthy heart.
Additionally, they are also linked with improving the metabolism and blood sugar levels.
“Lipton tea can help you lead a healthy and energetic life with a lowered risk of heart
ailments and a boosted metabolism”
REFERENCES

Bhasin, H. (2019). Marketing strategy of Lipton Tea - Lipton Tea Marketing strategy. [online]
Marketing91. Available at: https://www.marketing91.com/marketing-strategy-of-lipton-tea/.

Darbinyan, M. (2021). Positioning strategies of Tea Brands, Lipton. [online] The Social
Grabber. Available at: https://thesocialgrabber.com/positioning-strategies-of-tea-brands-lipton/.

Koehler, J. (2016). How Lipton Built An Empire By Selling ‘Farm To Table’ Tea. [online]
NPR.org. Available at: https://www.npr.org/sections/thesalt/2016/10/25/498863411/-from-tea-
garden-to-teapot-how-lipton-became-an-empire.

Nguyen, O. (2022). What Is Lipton’s Target Market? [online] fullcoffeeroast.com. Available at:
https://fullcoffeeroast.com/what-is-liptons-target-market/.

Oneagrix (2023). Lipton Yellow Label Tea. [online] www.oneagrix.com. Available at:
https://www.oneagrix.com/lipton-yellow-label-tea.

peachyessay (2021). Lipton Tea Brand Management Plan. [online] Peachy Essay. Available at:
https://peachyessay.com/sample-essay/lipton-tea-brand-management-plan/#:~:text=On
%20psychoanalysis%2C%20the%20Lipton%20Tea [Accessed 6 Apr. 2023].