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PROJECT REPORT ON:LIPTON YELLOW LAB PRESENTED BY : Ariba Mehtab Zainab noorani
Introduction Of unilever
Unilever is one of the worlds greatest consumer goods company and Lipton yellow label is a product of Unilever.They sell around 150 million products a day, which makes them worlds largest food businesses and a leader in Home and Personal Care markets. There brands meet people everyday needs for nutrituon,hygiene and personal care and they are obsessed with developing new products that reflect the way that people likes and tastes are changing.
POSITIONING STATEMENT OF LIPTON YELLOW LABEL
³For all age group people belonging to middle, upper middle & upper class. (Target customer) want active and refreshing life style for themselves and their famalies. (Statement of need or opportunity The LIPTON YELLOW LABEL is a tea (Product name (Product category) Who That has taste. Flavor,colour and aroma. (Core benefit proposition) ³Unlike TAPAL (Primary competitive alternative) Our product has high ethical value (Primary point of difference)
History of Tea Origin of Tea ± Legend Myths and Facts
After water, tea is the most widely-consumed beverage in the world It has a cooling, slightly bitter, flavor which many enjoy. First Discovery According to Chinese mythology, in 2737 BC the Chinese Emperor, Shen Nung, scholar and herbalist, was sitting beneath a tree while his servant boiled drinking water. A leaf from the tree dropped into the water and Shen Nung decided to try the brew. The tree was a wild tea tree. The modern term "tea" derives from early Chinese dialect words - such as Tchai, Cha and Tay - used both to describe the beverage and the leaf
Tea In Pakistan
Drinking tea defines our culture as well as history. In Pakistan, almost every 10th person is a tea addict and undoubtedly feels proud of this addiction .May it be the light yet effective green tea, the slight ting of lemon tea, the amazingly ³sab ki favourite´ doodh patti, the occational Kashmiri Chai, or the delicacy of herbal tea, we all love and adore tea. Doodh patti, is the widely used form of tea in Pakistan, then comes the rest. Now when it comes to tea, which is a commodity (and now a days a basic one in every household), we search for the one who has to offer the following: great flavour highly aromatic easily accessible affordable the name comes in mind with no doubt LIPTON
Lipton Yellow Label
Lipton tea clears your mind so you can see things that others dont. Lipton was created in the end of 19th century by Sir Thomas Lipton in Glasgow,Scotland. Under the slogan ³Direct from the tea gardens to the Tea pot´, Sir Thomas Lipton's vision to provide the best quality tea has made Lipton the number one tea in the world today. Lipton offers an option to tea lovers to enjoy their favorite drink in an exciting and refreshing way. Lipton is the tea brand for Unilever, one of the biggest multinationals around the globe. According to a source, 1649 cups of Lipton Tea are enjoyed every second 8245 cups of Lipton Tea are enjoyed every time you blink 1252 cups of Lipton Tea are drunk every time your heart beats 52 billion cups of Lipton Tea are drunk each year
Overview of tea industry in Pakistan
Lipton Tapal Supreme Tetley
Market Segmentation Of Lipton Yellow Label Market Segmentation
Distinct needs - regular tea/ green tea Characteristics ± taste, aroma, strength Segmentation Variables Data Geographic Segmentation :World region Asia Country Pakistan Cities All major cities of Pakistan Density Urban-Rural Climate Hot & dry
Demographic Segmentation:Segmentation:Age All age group Gender Male,Female Family size 1-2,3-4,5 above Family life cycle Married & Unmarried Income 12000 above Occupation White collar & service workers Education School,colleges & Universities Religion All Race Asian Nationality Pakistani Behavioural Segmentation:Occassion Any occassion Benefits Quality,taste,flavour and brand status Loyality Status Significantly high Attitude towards brand Positive & enthusiastic
SWOT Analysis of Lipton Yellow Label
Experienced and quality management. Strong Ethical value (culture and heritage) Strong supply line Strong financial position Strong company image Success of the slogan Quality & variety Effective & attractive packaging Brand recognition Accessibility
High prices of the product Substitute products
y y y y
y y y y
Opportunities Research & development Makes people active Brand is the part if traditional drinking habits y Expansion in other areas of country y Threats Strong competion in rural and urban areas Internationally increasing tea prices Political conditions in the country may be obstacle to exports High infaltion in the country can negatively effect the brand
Primary competitive alternative The primary competive alternative of Lipton Yellow Label is Tapal Danedar Tea. Tapal Danedar
Primary point of difference Of Lipton Yellow Label
Logo Lipton Yellow Label is painting the world yellow with a marketing campaign that represents all that Lipton stands for brightness, vitality and fun with natural goodness and the red represents the energy it gives.
All the goodness of Tea
The all the goodness of tea makes Lipton Yellow Label different from other products. The point of difference is as follows
Quality Hand picked close to the bud for best quality tea and finest taste Natural Litopn Yellow Label tea is a natural source of antioxidants and therein. Brand Image 100% natural Accessible Consistent quality Versatile High Ethical Value Lipton yellow label has high ethical value in the minds of consumers because it is used since ages so people are well aware of the brand.
Four P¶s Of Marketing Lipton Yellow Label
Product The product Lipton Yellow Label has a brand image in the mind of consumers. The consistent quality makes the product successful in the market. Excellence is a journey and not a destination.
Price Lipton Yellow Label has never wanted to compromise on quality so they adopted value based pricing. Lipton Yellow Label : 100 gm : Rs.57 200 gm : Rs 114 500 gm : Rs 250 1000 gm: Rs 499
Distribution plays an integral role in any company.The role of distribution in the marketing mix is to deliver a product to its target market or final consumer Lipton Yellow Label has a distribution network spread across Pakistan.The popularity of the brand is so much making it the No.1 National Tea company in Pakistan. Lipton has its headquarter in Karachi and 650 distribution offices all over Pakistan. Liton Yellow Label is known for its wide distribution network. The Lipton Yelow Label distribution channel is: Manufacturer Wholesalers Retailers Consumers
The Lipton Yellow Label does it promotion in following ways. The company uses different promotion techniques they povide different items to people such as : Caps Tea bags Cups Printed T-shirts Discounts Basant festivals Vans Watches The company is different sales promotion techniques at different time of the year depending on the sales of the product. Electronic Media : Advertisement: such as
Television Magazines Internet
Positioning Of Lipton Yellow Label
Positioning involves designing the product and image that will occupy a distinctive place in the minds of the target market. As can be seen, Lipton yellow label have the largest profit margins and market share in the tea industry. The Lipton Yellow Label has positioned its product in the minds of the consumer as Active Refreshing Color Aroma Taste Flavor Outstanding Quality Slogan
BRAND REPOSITIONING AND TYPES OF BRAND REPOSITIONING
Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand.
Product repositioning ³ key to successful marketing
AFTER EXAMINING REPOSITIONING OF SEVERAL BRANDS FROM PAKISTANI MARKET THE FOLLOWING TYPES OF REPOSITIONING ARE IDENTIFIED, THESE ARE
Increasing relevance to the consumer Increasing occasions for use Making the brand serious Falling sales Bringing in new customers Making the brand contemporary Differentiate from other brands Changed market conditions.
REPOSITIONING OF LIPTON YELLOW LABEL TEA
LIPTON YELLOW LABEL was initially positioned as delicious, sophisticated and premium tea for the global citizen. The advertisement also echoed this theme. The repositioning specifically addressed the local customer by the old melody ³chai chahie......´ CHANGING SLOGAN LIPTON TEA CAN DO THAT«.. This slogan and advertisement campaign attracts the youngsters..Lipton people placed the bill boards on roads, bus stops with simple questions«and their answers were given few steps forward. Launching of lipton ice tea Lipton also launched ice tea to take the competition head on so the youngsters also enjoy their product.
Summary of male & female tea drinking habit
Habit of drinking tea according to age group
1 to 15 15 to 3 3 to 45
45 to 6 6 above
Habit of drinking tea according to marital status
Statistics for no. of cups consumed
5 45 4 35 3 25 2 15 1 5 1 to 2 2 to 3 3 above
Which brand is most consumed
5 53 52 51 50 9 8 7 6 5
Liton Yellow Label Tapal
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