The target market will be working women(age 25-40)from middleclass urban families.

They can also influence the habits of other family members.

Households have started consuming home made immunity drinks regularly. However, this is not
With the COVID-19 pandemic, the consumer focus has shifted towards improving
preferred by the younger generation and they prefer instant green tea/herbal tea. One of the
general health and strengthening immunity. Lack of immunity can make one
susceptible to diseases. drawbacks of green tea/herbal tea is the bitter aftertaste and prefer herbal flavours like lemon
and ginger.
Many households prepare traditional immunity booster, while the younger generation
prefer tea. The introduction of Lipton tea fortified with herbal immunity boosters will
help tap this growing segment of health-conscious consumers.

Milk-tea with sugar is the most popular HUL ranks 5th in Indian tea market, with
choice with more than 80% of the Lipton having 7% of share For Healthy Proactive Preventers, 25-40, who wish to have an enhanced immunity for
households preferring the same themselves as well as their family; Lipton Tea's herbal options gives the best immunity
India’s consumption of ready-to-drink
Around 21% of the households reported tea has witnessed a 24% growth, much boost with effective herbs and let's you stay in control of your health.
switching brands over the last five greater than other Asian countries
years
62% of Indian population aims for This can be achieved by re-positioning Lipton's herbal options in focus, and showing the
Lipton faced some brand image enhancing immunity through natural herbs on the packaging itself for better awareness through affiliate marketing
damage, due to wrongly perceived consuming herbal products, in COVID-
elements 19
Reach- For enhancing the reach, focus will be on Content marketing, Social Media The point of focus will be brand positioning for the penetration of the product to change
marketing, Search Engine Optimization, Billboards and Crowdsourcing.
the brand perception and increase acceptance among the consumers.
Draw-in strategy- Prime focus will be on Health benefits for the people to consider For achieving the goal, the product will be partnered with beverage industries like the one
trying the product and Bundled offers/schemes will be rolled out for engaging
which it made with pepsico in 2011. The product can also be marketed heavily by social
consumers.
media campaigns and health awareness campaigns in tier 1/tier 2 cities and later also be
Sustain – Experience sharing on various platforms for positioning of the brand and
extended towards rural markets after successful penetration in the urban and subarban
Health campaigns to be carried out in Tier-1/Tier-2 cities to increase awareness.
regions. Experience sharing platforms will also introduced for developing more reach and
Upgrade- Tracking and reviewing consumer ratings on various company platforms and
trust base.
also carrying out Flavour survey to track consumers changing preferences