IQRA UNIVERSITY

PROJECT REPORT ON:LIPTON YELLOW LABE

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.
 Slogan

Lipton tea can do that

lipton In Pakistan
Lipton enjoys a huge market share.
 
The main charisma of the product is the aroma and the
new taste.
 
Major competitors is Tapal
 
The product is in the maturity stage.
 
Lipton Yellow Label

The mission of Lipton is to meet the everyday needs of

the people everywhere to anticipate the aspirations of
our consumers and customers to respond creatively and
competitively with products, which raise the quality of
life.
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.
Lipton
market share

lipton

supreme

tapal

4th Qtr
Product life cycle:
Overview of tea industry in Pakistan
 

Introduction Growth Maturity Decline

Sales

Lipton

Tapal

Supreme

Tetley

Time
 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
Description of consumer purchase process:
.

Tea is daily consumable item, there is

no/little time spend on product
knowledge.
PERCEPTUAL MAP:
Pricing strategy
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
Target market
Primary: House holds, Office worker/department
Secondary: Ocassionaly
The target market of “Lipton Tea” includes all age
groups even children too. As it is being marketed and
available in almost 150 countries so the target market is
almost the whole world which consists of people with
different cultures and tastes. In Pakistan it is mostly
focused in urban areas.
Target audience:
Our target audience is basically young adults and old
age group people.
 
Market characteristics Of Lipton Yellow Label

Geographic

Demographic

Behavioural
Marketing objectives

To get more people aware with the

brand
To increase the sales
To increase the market share and
getting excel over the competitors.
Need satisfying objevctives

To revitalizes your mind and body.

To provide Hand picked close to the bud
for best quality tea and finest taste
To provide natural source of antioxidants
advertising objectives

Primary & selective demand:

Lipton is Brand for all age groups and gender. So
demand created of Lipton is of both type in the nature
as per the consumers are classified.
Direct action:
Lipton is at maturity stage of PLC so it is been
reminded to the consumer directly to reclaim them in
our customer list.
 Product concept

Pleasure

Convenience

Health
 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
Placement (Distribution)

Manufacturer Wholesalers Retailers Consumers

 Promotion:
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

The Lipton Yellow Label has positioned its product in

the minds of the consumer as
Active
Refreshing
Color
Aroma
Taste
Flavor
Outstanding Quality
Slogan