You are on page 1of 14

LIPTON ICE TEA

BUILDING BRAND THROUGH SOCIAL MEDIA

PRESENTERS: PRANAV & MANJUNATH

And Lipton Cold Brew tea bags. Lipton experts broke with teabag tradition to come up with the Lipton Pyramid tea bag which allows tea leaves more room to move and infuse for a better brew.  Lipton is proud of their heritage but certainly not afraid to innovate. Lipton Ice Tea soft drinks. .Introduction  Lipton is one of the world’s greatest refreshment brands. from leaf tea to tea bags.  Lipton have learned a lot about tea over the past century – and Lipton now offers an array of tea-based drinks. It’s the world’s best-selling tea brand. has been established for more than 100 years. are another example of how they are reinventing one of the world’s favourite drinks. zero calorie infusions and healthy green tea that’s packed with antioxidants. which make instant ice tea easy. and is available in more than 100 countries.

Some of the Lipton Products……. .

to manufacture and market Lipton Ice Tea variants in 67 countries. Consumer insights revealed there was a gap between intent and action when it came to consumption of health beverages.Lipton in India  In 2003. The JV entered India in 2004.  The Lipton ice tea will add to PepsiCo's health and wellness product portfolio. Aliva. Nimbooz.com/2011-06-07/india- business/29629304_1_ice-tea-green-tea-hul .timesofindia. The company's other health products includes Quaker Oats. PepsiCo and Unilever formed a global 50:50 joint venture .Pepsi Lipton International .  When LIT was launched in India in 2004.  Source:http://articles. Tropicana 100 per cent. it turned out that the product was ahead of its time.indiatimes.  The PepsiCo and HUL decision to re-launch the ice tea comes at a time when rival Coca-Cola introduced ice tea brand 'Nestea' in bottles in partnership with Nestle.

Market for Ice Tea in India  It’s a known fact that unlike the USA. is higher on coolness quotient and has a high preference over carbonated soft drinks is benefiting the players.  They are available in ready to drink as well as powder form(sachets). . in India there is still a strong inclination towards hot beverages.  What is working in favour of the iced tea seems to be the health platform. where 80 to 85 per cent of tea consumption is in the form of iced tea. The fact that iced tea is healthier than carbonated soft drinks.  Now-a-days metropolitans are tasting ice teas as the changing trends in lifestyle.

(Lipton is an anti-oxidant and non-carbonated FMCG)  Lack of campaign and communication.  Misrepresentation of Lipton iced tea with other beverages.com/companies/pepsico-unilever-revive-liptonice-tea-jv-india-067 .Why Lipton ice tea was withdrew from Indian market….  Lipton ice tea was launched in India in 2004 and withdrawn in a year. PepsiCo said that it turned out that the product was ahead of its time. Source: http://wrd.mydigitalfc.

 To create familiarity with the benefit of consuming Lipton Ice Tea among consumers.  On June 6. 2011. announced the re-launch of Lipton Ice Tea in the Indian market.  Their common objectives were:  To create purchase intention for the Lipton Ice Tea among consumers.  Target ‘Right Consumer’ .Re-launch…. PepsiCo India and Hindustan Unilever Limited (HUL).

Campaigns undertaken • A campaign called LOL (Laugh Out with Lipton) targeted Twitter for stress-filled or complaining tweets from the city • Genie in the bottle • Chill Out Surprise • Sample distribution • Facebook fan page .

.

.Conclusion  Thus by using the social media as their main tool of promotion Lipton Ice Tea has tapped back the Indian market very strongly and is in the news for good reasons and hope it sets up the trend of ice tea drinking in India.

com/news/story.mydigitalfc.exchange4media.com/2011-06-07/indiabusiness/29629304_1_ice-tea-green-tea-hul •http://www.timesofindia.indiatimes.com/news/pepsico-unilever-relaunch-lipton-icetea_id104105.just-drinks.indiatimes.REFERENCES •Business Line – article by Purvita Chaterjee • India Infoline web • http://timesofindia.com/business/india-business/PepsiCo-HULto-relaunch-Lipton-ice-tea/articleshow/8755553.aspx .in/mediacentre/news/2011/LiptonIceTealaunchedinIndi a.co.com/companies/pepsico-unilever-revive-liptonice-tea-jv-india-067 • http://articles.cms • http://wrd.hul.aspx •http://www.aspx?Section_id=3&News_id =16573 • http://www.

Thank you and chill out with lipton…!!! .