Lipton Ice Tea Final Report1

8/10/2019 Lipton Ice Tea Final Report1

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EXECTIVE SUMMARY

The project is basically the launch of Lipton Ice Tea under Unilever Pakistan. It

starts with the Brief history and background of Unilever and Lipton. It includes

all the views adopt byLiptonin order to better market its position in Pakistan. It

overviews the approaches adopt by theLipton.

Next some of the features of the significant brand i.e. Liptonice tea are given.

We get a lot of information from the web site of the Lipton tea pvt.ltd. We examine

the marketing strategy for this company and also make industry analysis, company

analysis, customer analysis, SWOT analyses, apply the 4ps and marketing

objective. One benefit is this how we can choose the target market according to our

culture.

By the end is the Conclusionmade after analyzing all of the above factors.


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Clear Shampoo

Close up

Fair & Lovely

Lifebuoy Shampoo

Lifebuoy Soap

Lux

Ponds

Rexona

Sunsilk

BRIEF HISTORY AND INTRODUCTION OF LIPTON

Lipton was created at the end of the 19th century bySir Thomas Lipton inGlasgow,Scotland.His enterprise soon flourished and he established a chain of grocers, first across Glasgow, therest of Scotland, until finally he had stores throughoutBritain.

Under The Slogan:

Direct from the tea gardens to the tea pot

This entrepreneurial businessman wanted to make tea a popular and approachable drink foreveryonewith a high quality but reasonably priced product. Over the course of a century,Lipton has become a dominant tea brand in many markets. Products target the mass market andare generally positioned in the middle of the price spectrum for tea. Due to its size, Lipton is alsoa dominant player in tea expertise in the world.The company'sLipton Institute of Tea researchestea's various health and mental benefits, as well as tea growing, processing and tasting.Unilever/Lipton owns tea estates in Kenya and Tanzania, making it one of the few companiesthat is actively involved in the whole value chain of tea, from growing it to marketing it.

Logo of Lipton

Lipton is painting the world yellow with a marketingcampaign that represents all that Lipton stands forbrightness, vitality and fun with natural goodness & the
http://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Glasgowhttp://en.wikipedia.org/wiki/Scotlandhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Lipton_Institute_of_Teahttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://en.wikipedia.org/wiki/Lipton_Institute_of_Teahttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Scotlandhttp://en.wikipedia.org/wiki/Glasgowhttp://en.wikipedia.org/wiki/Thomas_Lipton


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red represents the energy it gives.

Brand Products

Lipton's main pillar brands areLipton Yellow LabelandLipton Ice Tea.Other product linesexist as well, like the Lipton pyramidrange in Europe and North America, and Lipton MilkTeain East Asia. In 2008 the brand launchedLipton Lineain Western Europe, a green teavariety with a higher level ofcatechins,which the company claims can help one lose weight.

Lipton in

Pakistan

1948- Lipton launched in Pakistan in tin pack

1949- Lipton discontinued

1955- Lipton reintroduced in Pakistan

1974- Lipton was discontinued due to the government price embargoes

1984- Lipton re-launched in Pakistan with a big bang

1987-Tea bags were added to the Lipton portfolio

1989- Lipton merged with Lever Brothers

1995- Lipton introduces Danedar

1998- Lipton re-launched

1999- Lipton re-launched with improved blend in smaller pack sizes

2000- Re-launch scheduled of Leafier Blend

2006-Lipton launched the Lipton Ice Tea

Reason for Selecting Ice Tea as a Product
http://en.wikipedia.org/w/index.php?title=Lipton_Yellow_Label&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Lipton_Yellow_Label&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Lipton_Yellow_Label&action=edit&redlink=1http://en.wikipedia.org/wiki/Lipton_Iced_Teahttp://en.wikipedia.org/wiki/Lipton_Iced_Teahttp://en.wikipedia.org/wiki/Lipton_Iced_Teahttp://en.wikipedia.org/w/index.php?title=Lipton_Linea&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Lipton_Linea&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Lipton_Linea&action=edit&redlink=1http://en.wikipedia.org/wiki/Catechinhttp://en.wikipedia.org/wiki/Catechinhttp://en.wikipedia.org/w/index.php?title=Lipton_Linea&action=edit&redlink=1http://en.wikipedia.org/wiki/Lipton_Iced_Teahttp://en.wikipedia.org/w/index.php?title=Lipton_Yellow_Label&action=edit&redlink=1


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In all over the world there are 68% People who like to take the either Black or green and the rest

of them prefer the soft drinks and juices but in Pakistan the most of the population like tea brands

and the green tea is wildly like by them.

The iced tea is the product of the dual nature because it can satisfy the needs of both type of the

consumer. Iced tea has the taste of green tea also contains the qualities of the soft drinks

In Pakistan 83% of its population like tea brands (black/green).

18 % like both green and black tea.

54% of tea lovers like only green tea.

13% people only like it due to safe to health.

27% like it due to taste.

23% like it due to cultural influence.

18% show their interest without any reason.

Product Features And Attributes

Why to prefer the Lipton Ice Tea?

Green tea is renowned for its healthful properties. Green tea is full of clean taste,

vitality, and great flavor. Plus, Lipton Ice Tea provides protective falconoid

antioxidants, Lipton Ice Tea is the drink which provide the taste, quality and it is

also good for health thats why people mostly like green tea in the overseas countries

and now this trend is also emerge in Pakistan too.

Launch of Lipton Ice Tea

Lipton is committed to making iced tea as healthy and delicious with the essential nutrients needed foroptimal growth, development and refreshment.

Lipton Ice Teais an instant tea drink, consisting of various nutrients and herb extracts. The teais sweet, though it has less sugar than a typical soft drink. The drink is a mix of tea, sugar andpeach with different herb extacts.The various product attributes are considered below:

Market Description Of Lipton Ice Tea


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Basically Lipton Ice Tea is a multi vitamin and nutritious drink. It is available in one flavor.Lipton Ice Teaprovides refreshment, energy and also helps in reducing weight.

LIPTON ICE TEA- - ENERGIZE YOUR LIFE

Features:

Lipton is introduced only in one flavors :

Flavor:

Lipton iced green tea

Levels of product:

Core Benefit:Refresher and Stimulant.

Packaging:

Packing of Lipton Ice Teais very attractive due to different colors. The descriptor on the

product contains the all information about the product.

Benefits:

Convenience:

Lipton Ice Tea is taken in can to enjoy the look and the taste.

Convenience can be taken as the plastic can is easy to dispose off without

creating any fuss. Lipton Ice Tea can be taken as a substitute of tea or

fruit drinks and can replace your meal at the same time.

Nutritional Values:Our drink provides extra nutritional contents like; iron, protein, fiber, vitamin C,Calcium, Sodium and Carbohydrates.


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STRATEGIC FOCUS AND PLAN

MISSION STATEMENT

CHANGING THE LIVES OF THE TEA LOVERS BY INNOVATING

THE ICE TEA

VISION STATEMENT

To provide value and quality to our consumers, our aim is constantly to provide worldclass service for our customers, deliver value for our products and make Lipton a great

place to work for our employees. We aim to have a reputation for innovative thinking inthe areas that matter to our customers

To be an innovative, marketing and research oriented.

GOALS AND OBJECTIVES

Non Financial:

Delivering the good quality and taste to theconsumers.

Improve the companys image

Contribution in the community activities

Increasing the number of jobs and enhancing quality of life of employees

Financial:

Improve Profitability

Increasing the net profit as percentage sale

Increasing the net profit as percentage of investment

Increasing the net profit as per share common stock


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Increasing Volume

Increase the market share

Continuous growth in sales

Improving the sales ranking in the market

Increasing the production capacity and its utilization

Increase the seasonal sales volume

How Lipton Define Marketing:

Building customer relationship based on customer value and satisfaction is at the

very heart of modern marketing. The two fold goals of Lipton marketing is to

attract new customers by providing superior value and to keep and grow thecurrent customers by delivering satisfaction. Lipton define marketing as:

A social and managerial process whereby individual and groups obtain good

household products and thus good li fe through creating and exchanging

products and values.

CORE COMPETENCY

Core Distinctive Competency Of The Lipton

Multi National Company is certified from ISO.

They have highly effective Human Resource Management.

Liptonoffer versatile, high quality products.

They use Sterile Filling Processand Tunnel Pasteurizationin packaging process.

Lipton offers the products worldwide according to the taste of people in a particular

country.

Lipton has a separate supply chain department. Liptonsupply chain makes sure that

Liptonproducts are available, no matter where you are in Pakistan.

Lipton Ice Teais renowned for its healthful properties. Other beverages and soft drinks

however, represent the epitome of sugary soft drinks.

Lipton Ice Teais full of clean taste, vitality, and great flavor. Plus, Lipton Ice Tea

provides protective falconoid antioxidants.


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Lipton Ice Teais the drink which provides the taste, quality and it is also good for

health.

STRATEGIES FOR COMPETITIVE ADVANTAGE

Lipton Ice Tea competitive advantage is as follows.

The Customers Come First

Lipton Ice Tea wants to win and keep its customers: distributers, supermarkets, hotels,

shopkeepers and the final buyers. They have different requirements. Trade customers expect

excellent service, correct information and timely delivery. Consumers consider taste,

appearance and price when they make their choice. Our task is to understand what consumerswant and respond to their expectations rapidly and effectively. Liptonserves various groups

of consumers and there is demand for products at different levels of perceived quality and

price. All customers, however, expect value for their money in form of good quality at a

reasonable price. When offering quality to customers we also mean environmentally quality.

Lipton Ice Tea shares societys concern for the environment and is committed to

environmentally sound business practices throughout the world. Customers are central to our

business and we must always respect their needs and preferences.

Quality Is Our Competitive Advantage

We live in competitive world and must never forget that our customers have choice .if they

are not satisfied with Lipton product, they will switch to another brand. Our goal, therefore,

is to provide superior value in every product category and market sector in which we

compete.

The pursuit of highest quality at any cost is no guarantee for success, nor is a single-minded

cost cutting approach. Lasting competitive advantage is gained from a balanced search for

optimal value to customers, by simultaneous improvement of quality and reduction cost.

We must watch and learn from our competitors. If they do something better, we must

improve our own performance. We can achieve competitive advantage through Quality.


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SITUATION ANALYSIS

The internal and external situation analysis can produce a large amount of information, much of which

may not be highly relevant. The SWOT analysis can serve as an interpretative filter to reduce the

information to a manageable quantity of key issues. The SWOT analysis classifies the internal aspects of

the company as strengths or weaknesses and the external situational factors as opportunities or threats.

Strengths can serve as a foundation for building a competitive advantage, and weaknesses may hinder it.

By understanding these four aspects of its situation, a firm can better leverage its strengths, correct its

weaknesses, capitalize on golden opportunities, and deter potentially devastating threats.


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SWOT ANALYSIS LIPTON ICE TEA

STRENGTHS:

LIPTON ICE TEAprovides extra nutrients in the

form of natural extracts. These extracts provide

additional vitamins, calcium, iron, carbohydrates etc.

LIPTON ICE TEAdoes not consist of any artificial

flavorings or colors.

The USP is very distinct considering the fact that this

product has a combination of attributes that are nototherwise found in the competing products. LIPTONICE TEAs distinctiveness lies in its nutritional valueand herbs which serves as its USP.

WEAKNESS:

Strong Direct & Indirect Competition:

There is strong competition in the industry through the presence of Tea industrygiants like Tapal,tetly etc. and in addition Pepsi and Coca-Cola capture a largemarket share through efficient and widespread promotional campaigns anddistribution network.

Conventional Perception About Tea:

In a country like Pakistan the consumption of tea is very high.Keeping this in mind there are a lot of companies catering tothis need segment. LIPTON ICE TEA, though is adifferentiated product, has tea as its base, therefore the first

image that it conjures up in the mind of users is that of a drinkthat is taken chilled in different flavours.

A vast number people in Pakistan are very resistant to change, therefore we will notonly have difficulty in creating consumer loyalty but also attracting first-time users.

Devaluation Of Rupee:


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The past economic conditions of the country have resulted in deteriorating andunstable value of the Pakistani Rupee in comparison with other foreign currencies.This causes the prices of imports to fluctuate and at the same time reduces theconfidence of the importers, on whom we heavily rely upon. Apart from this, theseconstant fluctuations cause our cost to be generally high time and again resulting in

uncertainty.

Competition:

Lipton has intense competition, as our analysis is one of their weaknesses as to

stay alive against a giant as Lipton and the other one new entrant in the beverages

industries. Our product is suitable only for summer season.

OPPORTUNITY:

High Potential In Terms Of Increasing Market Share:

LIPTON TEA Pvt. Ltd views the ever increasing market share as an opportunity forLIPTON ICE TEA. The product that is being offered by us is not readily availablein terms of both local brands that are available in the leading stores of these cities.

Higher degree of adaptability from the younger generation:

The youth of Pakistan in contrast to their precedents

are more adaptable and recipient towards new

ideas. It is this adaptability of theirs that will prove

to be an opportunity for LIPTON ICE TEA.

Lipton hopes that since our product is not onlyconvenient but innovative and apparently attractive

as well, it will attract these youngsters as well as

people in their thirties through these features, who

over all other things rate convenience and quality

first.

Fill loop holes present in the competing products:

Appealing, high quality and consistency in taste are features that are over looked bythe competitors due to one reason or the other. Even if these features are present in afew products they are highly priced and are not easily available in the market becauseof being imported. Lipton, with the help of LIPTON ICE TEA, aims at filling theseloop holes by providing variety, uniqueness and consistency in taste all at areasonable price.

Nutritional Product:


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LIPTON ICE TEA, in contrast to tea and other fruit drinks available in the market,contains no artificial flavors or coloring. Apart from this its low caffeine content,

non- carbonated and presence of additional vitamins, calcium, carbohydrate and ironcontents make it an attractive alternative to the already present drinks in the market.The novelty of our drink will attract the health conscious group of consumers who are

otherwise neglected.

THREATS:

Government Policies:

Government Policies like GST, which has been levied upon allconsumer products, poses as a threat to us as to fulfill this criterionand to cover our costs we have to set our prices higher than weinitially hoped for. Apart from this the discouraging policies

regarding the import of tealeaves is another threat for us.

Competitors Strategies And Polices:

The very fact that LIPTON ICE TEAis competing against names likeTapal,Supreme,Tetly, Pepsi etc. poses to be a threat for us.At this initial stage, thoughLIPTON ICE TEAwill be substantiated with an adequate advertising budget, it maystill fall short of that of its competitors.

Unaccounted competition:

Another threat that LIPTON ICE TEAfaces is competition in terms of smuggledproducts of the same product category through the Black Market.

One of the major threats that LIPTON ICE TEAhas is that how to use the ice tea

due to the illiteracy in Pakistan.

If any NEW competitor will enter in the market.

As we are distributors if company increase their price or stop manufacturing the

product our business will lead to failure.


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INDUSTRY ANALYSIS

In 2005, the tea industry reached the $1.7 billion category and it is expected to continue growingindefinitely. Market analysts believe the tea industry will continue to boom and is not expected

to reach saturation level in the near future. The favorable movement in the tea industry can beattributed to two major factors:

a) Consumers need for convenience and time-saving services;b) The positive press given to tea.

As so many companies do increase their Product Mix in order to increase the sales by serving a

different and unconsidered segment of the market and also to increase their market share. Lipton

took the same step; previously they are serving to the one segment of Pakistan tea market with

their hot beverage, leading brand Lipton Yellow Label. Then Lipton introduced Lipton Ice

Teain Pakistan.

PORTER INDUSTRY MODEL

intra

rivarly

bargaining

power of

suppliers

bargainingpower of

buyers

threat of

subtitutes

threat ofnew

entrants


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THREATS OF NEW ENTRANTS

HIGH CAPITAL

Lipton is the market leader of tea worldwide. Any new entrant in the market needs ahuge capital to participate in the race with the Lipton.

OWN DISTRIBUTION SYSTEM

To own a distributor channel in the market where large organization like Lipton are

already present is very difficult for the new entrants.

BRAND IDENTITY

How to identify our brand in the market is more difficult for any new entrants, becauseLiptonis a very recognizable brand so it is very difficult for the new entrant to compete.

BARGAINING POWER OF BUYERS

The bargaining power of buyers with Liptonproducts is very high in Pakistan because of their

price sensitivity, brand loyalty status which is becoming high in Pakistan and they are becoming

more familiar with the products and the features of different brands including Unilevers brand

Lipton.

BARGAINING POWER OF SUPPLIERS

The bargaining power of suppliers with Lipton in Pakistan is very low because of the

availability of large numbers of suppliers in the market and it becomes the honor for the

suppliers to become a supplier of Lipton, the worlds largest HOUSEHOLD Company,but now

Unilever has almost its own suppliers.


Lipton does not have somany threats of substitutes for its products except for

few which are:

Products Substitutes Complements

Soft drinks Juices/drinks


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Mineral water Juices/drinks -

Packet milk Milk from Milkmen Hygienic

Juices Cold drinks Tastes

Coffee Tea -

MARKETING ENVIRONMENT

1.Internal environment

2.Micro environment

3.Macro environment

Internal Environment

In UnileverInternal environment ensures

Employees are on side with the goals of an organization

They have direct impact on product quality, dependability and overall productivity.


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They are internal market, which impact every department within an organization; asatisfied internal market will be better able to satisfy external market.

Unileverunder the top management runs the departments of finance, accounting, sales and marketing,

research and development to achieve the goals of organization.

Micro Environment

In Unileverthe microenvironment factors includes:

Suppliers:

Suppliers provide the resources like labor and material resources to produce goods and

services. They add to customers overall value delivery system.

Labor supplies include handling of

Quality of labor Quantity of labor Labor strikes

Labor relations

Material supplies deals with

Quantity of material Quality of material Price of material Stability of material inputs Delivery delays

Unileverefficiency handles the quality, quality, price and stability of both material and labor supplies.

Management maps out the strategies for labor strikes, supply shortages and delays to avoid the cost of

production, which can badly affect sales in short run and customer satisfaction in long run.

Marketing Intermediaries

It includes the firms that help the company to promote, sell and distribute to final buyers.

The physical distribution firms determine the way to store and ship goods to reach their

destination.


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Marketing services agencies including marketing research firms, advertising agencies andmedia firms are also hired to target and promote product to right market.

Financial intermediaries like banks, insurance companies helps to make its product tofinance transactions and insure against risks associative with buying and selling of goods.

Unileverdeals in coordination with the marketing intermediaries to make its product available

and visible to its valuable customers

Customers

Unilever deals with the reseller customers who buy the product Lipton Iced green tea to resell at a

reasonable profit.

MACRO ENVIRONMENT

MACRO-ENVIRONMENTAL FACTORS:

The societal factors that have a direct and influential effect on the Unilever progresscome under the baseline of macro-environmental factors. The companys sales revenuesand purchases are somehow dependent on it. The different macro-environmental factorsaffect differently depending on the nature of different Lipton products. These factors are

Demographic factors

Economic factors

Political factors

Cultural factors

DEMOGRAPHIC FACTORS:

Demographic factors have no effect on Lipton Ice Tea. As it has been offered to groupsof all ages and it is not depending on the limitations defined by gender, size, racialdiscrimination, occupation and location.

ECONOMIC FACTORS:

Lipton brand has been of all class brand. It generates it revenue from the sales comingfrom upper class, upper-middle class and middle class but it is usually not consumed bylower income groups.

POLITICAL FACTORS:


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Lipton Ice Teaand its other products do not include substances that can cause dizziness,drowsiness and addiction. Its composition is purely natural and no harmful chemicals orartificial flavors are added in it.

Unilever is a nature loving company and it has always believed in providing high quality

products to its customers. Therefore, no political objection can be enforced and theGovernment would not ban or de-marketwise Lipton Ice Tea.

CULTURAL FACTORS:

Unilever has always been offering products that are acceptable by our cultural societyand always keep focusing on basic values and perceptions of Pakistani society. It hasnever launched such products which are forbidden in Pakistani society and in Islam. TheUnilever Corporate always focus on providing Halal products.

Competitors in marketFor Lipton Ice Tea, the direct competitors belong to the tea and the indirect competitors are of

the beverage industry.

State Of Market and Competition:

As far as the competitors are concerned, Lipton has a strong competitor in this field in

Pakistan.Tapal is also producing ice tea in Pakistan. Liptoncan have a competitive edge over

Tapal by producing iced tea in the country and making it available for target customers at alower price than competitors. Secondly Unileveris a trusted company so people prefer buying

its products and they are not reluctant in trying its products.

DIRECT COMPETITORS:

The direct competitors of our Product are:

Tapal

But we are not competing our product with them because they are the competitors of the tea

market and they are only providing the black tea brands not the ice tea but in many countries

they have ice tea.

INDIRECT COMPETITORS:


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As the ice tea is the symbol of the refreshment and nutrition and its is also a substitute for the

other soft drinks, so in the soft drink market we have the competitors like

Coca cola

PEPSI

And other Instant drinks

COMPANY ANALYSIS

Research And Competitive Analysis:

They have to analyze the competitor all the strengths, weakness, opportunities, andthreats of them and also their Products price, features etc.

They have to conduct the market research to find out what costumers want and what is

available in the market and what can their company do for the costumers

SWOT OF LIPTON

STRENGTHS:

HIGH GROWTH:

One of the strength ofLipton is its high sales of 88% in 2002 to 2007.

MARKET LEADER:

Lipton is a market leader not even in Pakistan but also worldwide.

GOOD IMAGE:

Image of Unilever is recognized as a Better Health and Nutritional Brand

because of its quality products; Unilever has millions of satisfied customers in different

countries.


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HEALTHY PRODUCTS:

The products provided by Lipton Iced Green Tea are highly healthy and are

very rich in nutrition. So that everyone can use the products bylipton.

INNOVATIVE:

Lipton is more innovative as compare to otherscompanies in market and is trying

to provide new international versions of products to thepeople.

Strong company image

Strong brand portfolio

Success of the slogan

Quantity & variety

Effective & attractive packaging

High quality man power

WEAKNESSES:

To provide the best quality to the customers always cause expenses due to which

Liptonhave to charge a bit high prices than other competitors.

Positioning of Lipton Yellow Label as a premium product to which consumers

have a weak emotional attachment

OPPORTUNITIES:

INCREASE MARKET SHARE:

Through more effective advertising campaign, highly quality products and

creating brand awareness Liptoncan further increase its market share.

PRODUCT RANGE:

In countries where Lipton is not with full range of its products, Liptonshould come

with complete range, so that target more segments of the market.

Rising literacy


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Tea was added to the smuggled goods list in March 1998 and import duty was

reduced from 45 to 25 percent. This has collectively placed the entire organized

tea business in a more favorable position.

Market opportunity of Lipton Yellow Label in rural areas

THREATS:

POLITICAL ENVIRONMENT:

In Pakistan the most alarming for foreign companies is political environment.

There is no stable government in last 62 years so there is chance that the new government may develop new policies, which may be a threat.

HIGH COMPETITION:

There is an intensive competition among the rivals in the beverage sector

which will cause reduce in prices and high advertisement budget. This will result in low

profit for the company.

Increasing import duties since a lot of raw materials are imported would raise the

price of its end products.

Liptons profit margin is exposed to rupee devaluation.

BCG MATRIX

This is a market growth-market share matrix, and the location of our product is determined by the

combination of the two variables. Lipton Ice Teamakes up the category of Question marks since its

launch therefore has relatively low market share in a high growth market. We do not know as yet how it

will be perceived by the market but we hope that it will be able to capture a high market share as the

adoption rate of Lipton Ice Teaincreases.


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STARS

High growth rate & high market share

Lux

Sunsilk

Walls

Fair & lovely

Rafhan

Energile

QUESTION MARKS

High growth rate & low market share

Clear shampoo


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Rin

Comfort

Dust Peral tea

Lipton Ice Tea

CASH COWS

Low growth rate & high market share

Surf excel

Ponds

Lipton

Close up

Blue band

Lifebuoy soap

Rexona

Knorr

DOGS

Low growth rate & low market share

Wheel

Supreme tea

Lifebuoy shampoo


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PRODUCT LIFE CYCLE

Lipton Ice Tea inproduct life cycle it is easy to judge that it is at introduction stage. Because Liptonis

the market pioneer and at this stage its profit is negative or low due to low sale and high distribution and

promotion expenses.

Other major reason is to be introduction is unawareness. The people are not aware to the Lipton Ice Tea

thats why their sale is low in start. They can bring change in product life cycle by effective promotion,

by formulating new price strategies etc.

In start Lipton Ice Teawill be on introduction stage and firm will build product awareness and

develop a market for the product.

As category lies between growth and maturity stage so we can expect that Lipton Ice Teawill be

on growth stage. As category lies on maturity stage.As category lies on decline stage and fails to

sustain the high market share.


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CUSTOMER ANALYSIS

There are two major target markets for ready-to-drink ice tea. One group is the consumers on thego. These are the employees, students, and other consumers who lead a busy lifestyle. The hecticPakistani lifestyle demands for optimize productivity with lesser time consumption. Thus, thereis a need for products that are accessible and readily available. Convenience has dominated themarket, particularly the food and beverage industry.

The other group is made up of health conscious consumers. The positive reviews as well as thestudies on the benefits of tea drinking have stirred an interest in tea drinking. The main factor forthe improving market performance of Lipton Ice Teais its health benefits. Consumers believethat tea is very good for the body; thus, it is more logical to drink more tea and less soda pop andother drinks. Consumers drink Lipton tea because of its beneficial effects to ones health.Consumers consider drinking Lipton as a healthy habit. The 100 percent Natural Tea and ofprotective natural antioxidants has made Lipton tea a major participant in the global tea market.Many tea drinkers choose Lipton because it is really inexpensive and you can get it just Aboutanywhere.

Recognizing that majority of Lipton Ice Teas consumers are the health-conscious and on the-go drinkers, Lipton continues to develop its product lines to make it more convenient,Accessible and health-appealing to consumers. In Pakistan, the plan of launching Lipton icegreen tea is perfect for Pakistani Consumers that live in hot areas of Pakistan.

Product Market Focus

MARKETING STRATEGY AND OBJECTIVES

Marketing Strategy:

Lipton Ice Tea would be considered product development as it is a new product and targets new market.


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The target market is younger, energetic and moderate-to-high-income individuals who seek

different tastes in their drinks and teas. Lipton Ice Teawill be positioned as a drink more fun

and refreshing , for more outgoing people and for people with a distinctive taste.

Lipton aims to catch 70% of market share in the long run. To achieve this Lipton will maintain

high quality of materials and products and keep improving it over the years. Prices could vary

slightly depending on competition from other firms. Marketing research expenditure will

increase after the initial 2 years to analyze the changes in market.

Lipton Ice

TEA


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TARGET MARKETS

Teenagers And Young Adults.

SEGMENTATION

The segmentation is an important step, as by dividing it is easier to position it at the best level in

the minds of the customers. The segmentation may be done through the variety of the ways as

every person has its own esteem, physical, and psychological needs. Every individual has its own

resources, location and practices.

Divide the whole market into small parts according to the needs and wants of the customers. A

market segment consists of a group of customers who share a similar set of wants. Segment

marketing offers several benefits over mass marketing. The company can more easily select the

best distribution and communication channels and it will also have a clear picture of its

competitors.

Our product is ice green tea which we was launched in Pakistan as it is the core product of

Lipton. And we follow the market segmentation rule. We segmented Lipton ice green tea

according to the needs and characteristics of our product and according to our customers.

"Tea drinkers will really enjoy the new products, and the flavored ice tea will certainly appeal to

youth and active adults who seek refreshment and healthy benefits in their beverage selection.

"The tea used to make Lipton Ice Teahas antioxidant properties which are associated with good

health."

The objective of the segmentation to give awareness to youth and adults of Pakistan from

the new innovation in the Pakistani tea market and a new trendy culture in Pakistan.


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VARIABLE OF SEGMENTATION

There we have four types of Var iabl es.

Geographic

Demographic

Behavioral

Psychographic


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GEOGRAPHIC:

Our product is already in different countries of Europe and in Asia like especially in Turkey.

But we are launching iced green tea in Pakistan. While making a Geographic segment,

Lipton Ice Teaselected few major cities of Pakistan to launch its product. These cities have

variety of classes i.e. aristocratic, executive, working etc. within these cities they selected

locations where there would be light and heavy users of their product. The climate of

Pakistan have two different types Hot and other is cold and we have selected the Hot climate

areas of the country and will provide it in the main cities of the country like Karachi, Lahore,

Multan, Faisalabad, Islamabad, Rawalpindi,HYDERABAD, SUKHUR and other main cities

of the country.

geographic

demographic

behavioral

physcographic


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DEMOGRAPHIC:

While making Demographic segmentation, Lipton Ice Tea has concluded all the factors

including the age, gender, location, income, etc. Age segmentation includes teenagers and

mature customers but Lipton Ice Teabasically focused on youth generation. Either it can be

male or female. The Lipton ice green tea has different flavor and taste according to the taste

and demand of the costumers. It is available in few cities after the launching in Lahore,

Karachi, Islamabad and Multan. But this nutritious iced tea not only gives health but also

essential for healthy life.

BEHAVIORAL:

While making a Behavioral segment, Lipton Ice Teawent through the process of finding out

the frame of mind people have, about the new products that arrive into the market. People are

health conscious in all over survey. But some are also diet conscious, they looked to be smart

and beautiful and this product helps in the reduction of weight loss. But some need the

changes so this is the change in the flavor.

PSYCHOGRAPHIC:

By making a glance on the Psychographic segmentation, psychological concern of people is

towards hygiene, environment and taste. Together with all this, people are also concerned

about the price they pay for the product and the quality of the goods they receive. Therefore

Lipton Ice Teawith its compatible strategies decided to launch this product in variety of

delicious and nutritious flavors. So that people can buy it.

THE SEGMENTATION PROCES

Need-Based Segmentation:

Hot green tea are using from many years in Pakistan and especially in cold areas of Pakistan. Inhot climate areas they like that product but unable to use it. They want a type of drink that

provides then refreshment and taste. Thats why we select these areas to introduce ice green tea

in Pakistan.

Segment Identification:


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We identify it through market research. For each need-based segment we determine the

demographic and life styles of our customers.

Segment Attractiveness:

A product is a unique type of cold drink. So our product has attractive qualities. It is a pure soft

Drink And Has A Taste Of Traditional Green Tea. It Is Good For Health.

Segment Positioning:

For each segment we create a value proposition and product price positioning strategy, which are

based on segments unique customers needs and characteristics. We fix the price of our different

flavor and taste of ice tea according to our customers. The price of Lipton Ice Teais Rs.40 andit is available only in tin pack of 330ml.

TARGET MARKETS

Teenagers and young adults.

By analyzing the demands of the kind and quality of beverages required by the people Lipton

Ice Tea its target market.

Lipton launchedits flavored iced tea in Lahore, Karachi, Multan and Islamabad,at the same time. And after that when more people get aware of it Lipton Ice Teawill launch it in other cities all over the Pakistan.

Its target customers are specially teenager because Lipton Ice Tea is verynutritious and replenishing drink. It includes many vitamins and minerals whichare essential for our good health.

Lipton wants to increasingly cater to young generation market and it is doing so

with the launch of Lipton Ice Tea. Lipton is known for its hot cup of quality

blend of teas, but with Lipton Ice Tea, it has literally set a new precedent in our

markets.

Due to premium pricing it is placed only on A class stores.


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The company product is totally focused on the young generation of the Pakistani

market. Target market which is selected by the company for ice tea is the most

attractive segment of the market. Because the Pakistan youth is the 60% of the

total population and the growth of this market is also very high. More over theearly adopter are also from this segment which can influence others to use the

product.

LIPTON ICE TEAoffers Pakistani youth an attitudinal choice that comes in the

kind of flavors that they will like. Lipton Ice Teais made for today's generation

that loves to enjoy their life at its fullest and chill out. Instant refreshment is yours

anytime with our beverage. Thirst-quenching and delicious, our Ice Tea is pure

and satisfying.

POSITIONING

The positioning that we are going to set in our target customers is that

The main target is to position the product that is Lipton Ice Tea in theminds of a customer, the job can be done by developing awareness that ithas same nutrient of tea with additional flavors. But the positioningpurpose behind Lipton is to provide pure and healthy drink thatstrengthens the body and mind.

Lipton Ice Tea is a very good flavored nutritious chilled tea. We let people tounderstand the benefits of minerals used in it.

Lipton Ice Tea carries a famous brand name. Lipton is a very famous andreliable brand, so we let the people to buy it.

Lipton Ice Tea is very nutritious flavored mineral water. It is different from allthe existing beverages.

Lipton ice green tea contains dietary fibers which help in the reduction ofweight loss.

Lipton ice green tea eliminates the weakness cause due to the deficiency of redblood cells. It is the replenishing and the refreshing drink.


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Lipton Ice Tea contains the flavors extracted from the best leaves of kenya andsrilanka. All the flavors used are natural.

Lipton Ice Teacombines the goodness of Tea Antioxidants with nopreservatives, no artificial colors and only 16% sugar which is less than most

regular soft drinks.

L ipton I ce Tea is one of the best ways to kick back and have fun th is summer.

CUSTOMER VALUE PROPOSITION

Customer value proposition

Brand,Product and

company

Target customers Benefits Value proposition

Lipton Iced green teain three flavors byUnilever

Teenagers and adults Refreshes, energy,dietary supplements

Lipton offers healthconscious people icedgreen tea which isrefreshing, aromaticand rich in taste and

also used as dietarysupplement free ofartificial flavor.

L ipton off ers health conscious people Lipton iced green tea which is refreshing, aromatic

and rich in taste, can also use as dietary supplement.

Customer Relationship Management

Liptonis the customer oriented company from its foundation to till now.

Due to the customers realization over the company, Liptons production and sales

rose in the wartime economy.

Customer relationship management of Lipton is very efficient. Lipton is one of thefew companies to have an information system that commits the company to respond


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Growing Share Of Customer

Beyond simply retaining customers of Lipton Ice Tea to capture customer lifetime value,good CRM of Liptonhelps us to increase our share of customers. Liptonoffers high quality

and a greater taste of Lipton Ice Teawhich will liked by everyone. This results in growth of

share of customers of Lipton Ice Tea.

Building Customer Equity

The ultimate aim of CRM of Lipton is to produce high customer equity. Since Lipton

always gives first priority to its customers and gives them what they need and want therefore

profitable customers of Lipton Ice Tearemain loyal to it and this results in high customer

equity of Lipton and Unilever.

Point of difference

Lipton iced Teadoes wonders in refreshing the people in the morning, energizing them in the

afternoon, and relaxing them at night.

Following are the point of difference

1: Quality

2: Packaging

The packaging and marketing strategy for Lipton Ice Teais a reflection ofUnileversThrust for consumer welfare and sustainable development. To meet the growingdemand for ice tea, Lipton continues to develop new products through its researchand development department.

3: Dietary supplement

There is dietary supplement in the Lipton iced green tea that helps in reducingweight and also saves from diseases.

4: Pricing

The price of Lipton Ice Teais high so everyone cant afford it .


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Benefits Of Lipton Iced Green Tea:

Green tea possessed various curative therapist features.

Lipton iced green tea has following advantages over other tea brands:

Natural antidepressant

Reduce headache

Natural cure for cancer because of natural anti oxidant catechin

Diet for natural weight loss

Successfully defend the skin from damage due to ultraviolet radiations

Reduce cholesterol level

Promotion:

We will use product awareness advertisement.

Target market:

Youth and adults

Behavioral segmentation(life style)+demographic segmentation(by income, by education)+social

segmentation(upper class, upper middle, middle, lower class)+geographic segmentation( in

which region we are going to product)


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MARKETING MIX


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Marketing Program

Product

The core

Tea Beverage

The actual product

o Branding: green color, aspect of refreshing, tin pack

o Trade name: Lipton Ice Tea, a Lipton product

o Brand personality Freshness, Healthy, Innovative, etc.

o Brand equity: Lipton Ice Teaprovides a quality, consistent, innovative andprovide energy.

The product Lipton Ice Tea is basically falls in the categories of beverages. The Lipton deals in

all kinds of the tea stuff. Additionally, the company introduces the iced green tea which consists

of the natural lemon fibers and drinks which is also healthy for the diet so that diet conscious

people should like it. To generate additional sales, Lipton has made it products available at all

the retail stores so that everybody can have it and enjoy the benefits of life. It is available in the

tasty flavor which is suitable for the taste buds of the human beings. Its natural fibers are also

playing an important role in the reduction of the weight loss. Lipton Ice Tea wraps its flavored

chilled tea in the enchanting tin pack attracts the teenagers and the people having the sense of

nature.

" Tea dri nkers will really enjoy the new products, and the f lavored ice tea wil l certain ly appeal

to active adul ts who seek refreshment and healthy benefi ts in their beverage selection" .


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To promote Lipton Ice Tea and to create awareness among the people about the Lipton Ice

Tea. We are doing the advertisement in the following ways.

Paper media:

Lipton promote the product through magazines like Sunday magazines,

Akhbar-e-jahan, mag. In different newspapers such as the news, dawn,

times, jang, nawa-e-waqt .Promotion of the products in weekly

magazines helps to make people aware of the latest offers that can attract

new customers towards them and maintain their loyal

customers.

Print media:

We will promote Lipton Ice Tea by placing bill boards and through

fliers, pamphlets at commercial and residential areas and also at the

main boulevards of cities.
http://nawaiwaqt.com.pk/http://nawaiwaqt.com.pk/http://nawaiwaqt.com.pk/


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DISTRIBUTION STRATEGY

CHANEL OF DISTRIBUTION:

Lipton Ice Teawill use a set of independent organizations that help make this product available

for consumption by the consumer. Unilever uses an indirect marketing channel that has levels

like retailer and wholesaler.

Conventional Marketing Channel:

Lipton Ice Tea is making full efforts to supply its products to ultimate consumers, for thispurpose the company uses the conventional marketing channels of distribution to supply the

product. In this method company supply the product to whole seller who responds it to retailers

who supply to ultimate user.

END USERS /APPLICATIONS

OF PRODUCTS

Company

Distributor

Whole Retailers

Universiti

Restaurants/Institutions

Offices House


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CONCLUSION:

The concept of Lipton green tea failed due to a number of reasons including poor

promotion, poor positing and poor pricing strategy. The segmentation and targeting

was not done properly as only the elite class was targeted. These factors led to the

fail of the product.


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Product Review

Existing products of Uni lever

Food Brands:

Blue Band

Brooke Bond A1

Lipton

Flora

Pearl Dust

Supreme

Walls

Home Care Brands :

Comfort

Rin

Surf excel

Personal Care Brands:

Clear Shampoo

Close up
http://www.unilever.pk/brands/homecarebrands/comfort.aspxhttp://www.unilever.pk/brands/personalcarebrands/rexona.aspxhttp://www.unilever.pk/brands/foodbrands/walls.aspxhttp://www.unilever.pk/brands/personalcarebrands/clear.aspxhttp://www.unilever.pk/brands/homecarebrands/Rin.aspxhttp://www.unilever.pk/index.aspxhttp://www.unilever.pk/brands/foodbrands/supreme.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/foodbrands/pearldust.aspxhttp://www.unilever.pk/brands/foodbrands/flora.aspxhttp://www.unilever.pk/brands/foodbrands/lipton.aspxhttp://www.unilever.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unilever.pk/brands/foodbrands/blueband.aspxhttp://www.unilever.pk/brands/homecarebrands/comfort.aspxhttp://www.unilever.pk/brands/personalcarebrands/rexona.aspxhttp://www.unilever.pk/brands/foodbrands/walls.aspxhttp://www.unilever.pk/brands/personalcarebrands/clear.aspxhttp://www.unilever.pk/brands/homecarebrands/Rin.aspxhttp://www.unilever.pk/index.aspxhttp://www.unilever.pk/brands/foodbrands/supreme.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/foodbrands/pearldust.aspxhttp://www.unilever.pk/brands/foodbrands/flora.aspxhttp://www.unilever.pk/brands/foodbrands/lipton.aspxhttp://www.unilever.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unilever.pk/brands/foodbrands/blueband.aspxhttp://www.unilever.pk/brands/homecarebrands/comfort.aspxhttp://www.unilever.pk/brands/personalcarebrands/rexona.aspxhttp://www.unilever.pk/brands/foodbrands/walls.aspxhttp://www.unilever.pk/brands/personalcarebrands/clear.aspxhttp://www.unilever.pk/brands/homecarebrands/Rin.aspxhttp://www.unilever.pk/index.aspxhttp://www.unilever.pk/brands/foodbrands/supreme.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/foodbrands/pearldust.aspxhttp://www.unilever.pk/brands/foodbrands/flora.aspxhttp://www.unilever.pk/brands/foodbrands/lipton.aspxhttp://www.unilever.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unilever.pk/brands/foodbrands/blueband.aspxhttp://www.unilever.pk/brands/homecarebrands/comfort.aspxhttp://www.unilever.pk/brands/personalcarebrands/rexona.aspxhttp://www.unilever.pk/brands/foodbrands/walls.aspxhttp://www.unilever.pk/brands/personalcarebrands/clear.aspxhttp://www.unilever.pk/brands/homecarebrands/Rin.aspxhttp://www.unilever.pk/index.aspxhttp://www.unilever.pk/brands/foodbrands/supreme.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/foodbrands/pearldust.aspxhttp://www.unilever.pk/brands/foodbrands/flora.aspxhttp://www.unilever.pk/brands/foodbrands/lipton.aspxhttp://www.unilever.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unilever.pk/brands/foodbrands/blueband.aspxhttp://www.unilever.pk/brands/homecarebrands/comfort.aspxhttp://www.unilever.pk/brands/personalcarebrands/rexona.aspxhttp://www.unilever.pk/brands/foodbrands/walls.aspxhttp://www.unilever.pk/brands/personalcarebrands/clear.aspxhttp://www.unilever.pk/brands/homecarebrands/Rin.aspxhttp://www.unilever.pk/index.aspxhttp://www.unilever.pk/brands/foodbrands/supreme.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/foodbrands/pearldust.aspxhttp://www.unilever.pk/brands/foodbrands/flora.aspxhttp://www.unilever.pk/brands/foodbrands/lipton.aspxhttp://www.unilever.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unilever.pk/brands/foodbrands/blueband.aspxhttp://www.unilever.pk/brands/homecarebrands/comfort.aspxhttp://www.unilever.pk/brands/personalcarebrands/rexona.aspxhttp://www.unilever.pk/brands/foodbrands/walls.aspxhttp://www.unilever.pk/brands/personalcarebrands/clear.aspxhttp://www.unilever.pk/brands/homecarebrands/Rin.aspxhttp://www.unilever.pk/index.aspxhttp://www.unilever.pk/brands/foodbrands/supreme.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/foodbrands/pearldust.aspxhttp://www.unilever.pk/brands/foodbrands/flora.aspxhttp://www.unilever.pk/brands/foodbrands/lipton.aspxhttp://www.unilever.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unilever.pk/brands/foodbrands/blueband.aspxhttp://www.unilever.pk/brands/homecarebrands/comfort.aspxhttp://www.unilever.pk/brands/personalcarebrands/rexona.aspxhttp://www.unilever.pk/brands/foodbrands/walls.aspxhttp://www.unilever.pk/brands/personalcarebrands/clear.aspxhttp://www.unilever.pk/brands/homecarebrands/Rin.aspxhttp://www.unilever.pk/index.aspxhttp://www.unilever.pk/brands/foodbrands/supreme.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/foodbrands/pearldust.aspxhttp://www.unilever.pk/brands/foodbrands/flora.aspxhttp://www.unilever.pk/brands/foodbrands/lipton.aspxhttp://www.unilever.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unilever.pk/brands/foodbrands/blueband.aspxhttp://www.unilever.pk/brands/homecarebrands/comfort.aspxhttp://www.unilever.pk/brands/personalcarebrands/rexona.aspxhttp://www.unilever.pk/brands/foodbrands/walls.aspxhttp://www.unilever.pk/brands/personalcarebrands/clear.aspxhttp://www.unilever.pk/brands/homecarebrands/Rin.aspxhttp://www.unilever.pk/index.aspxhttp://www.unilever.pk/brands/foodbrands/supreme.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/foodbrands/pearldust.aspxhttp://www.unilever.pk/brands/foodbrands/flora.aspxhttp://www.unilever.pk/brands/foodbrands/lipton.aspxhttp://www.unilever.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unilever.pk/brands/foodbrands/blueband.aspxhttp://www.unilever.pk/brands/homecarebrands/comfort.aspxhttp://www.unilever.pk/brands/personalcarebrands/rexona.aspxhttp://www.unilever.pk/brands/foodbrands/walls.aspxhttp://www.unilever.pk/brands/personalcarebrands/clear.aspxhttp://www.unilever.pk/brands/homecarebrands/Rin.aspxhttp://www.unilever.pk/index.aspxhttp://www.unilever.pk/brands/foodbrands/supreme.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/foodbrands/pearldust.aspxhttp://www.unilever.pk/brands/foodbrands/flora.aspxhttp://www.unilever.pk/brands/foodbrands/lipton.aspxhttp://www.unilever.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unilever.pk/brands/foodbrands/blueband.aspxhttp://www.unilever.pk/brands/homecarebrands/comfort.aspxhttp://www.unilever.pk/brands/personalcarebrands/rexona.aspxhttp://www.unilever.pk/brands/foodbrands/walls.aspxhttp://www.unilever.pk/brands/personalcarebrands/clear.aspxhttp://www.unilever.pk/brands/homecarebrands/Rin.aspxhttp://www.unilever.pk/index.aspxhttp://www.unilever.pk/brands/foodbrands/supreme.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/foodbrands/pearldust.aspxhttp://www.unilever.pk/brands/foodbrands/flora.aspxhttp://www.unilever.pk/brands/foodbrands/lipton.aspxhttp://www.unilever.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unilever.pk/brands/foodbrands/blueband.aspxhttp://www.unilever.pk/brands/homecarebrands/comfort.aspxhttp://www.unilever.pk/brands/personalcarebrands/rexona.aspxhttp://www.unilever.pk/brands/foodbrands/walls.aspxhttp://www.unilever.pk/brands/personalcarebrands/clear.aspxhttp://www.unilever.pk/brands/homecarebrands/Rin.aspxhttp://www.unilever.pk/index.aspxhttp://www.unilever.pk/brands/foodbrands/supreme.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/foodbrands/pearldust.aspxhttp://www.unilever.pk/brands/foodbrands/flora.aspxhttp://www.unilever.pk/brands/foodbrands/lipton.aspxhttp://www.unilever.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unilever.pk/brands/foodbrands/blueband.aspxhttp://www.unilever.pk/brands/homecarebrands/comfort.aspxhttp://www.unilever.pk/brands/personalcarebrands/rexona.aspxhttp://www.unilever.pk/brands/foodbrands/walls.aspxhttp://www.unilever.pk/brands/personalcarebrands/clear.aspxhttp://www.unilever.pk/brands/homecarebrands/Rin.aspxhttp://www.unilever.pk/index.aspxhttp://www.unilever.pk/brands/foodbrands/supreme.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/foodbrands/pearldust.aspxhttp://www.unilever.pk/brands/foodbrands/flora.aspxhttp://www.unilever.pk/brands/foodbrands/lipton.aspxhttp://www.unilever.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unilever.pk/brands/foodbrands/blueband.aspxhttp://www.unilever.pk/brands/homecarebrands/comfort.aspxhttp://www.unilever.pk/brands/personalcarebrands/rexona.aspxhttp://www.unilever.pk/brands/foodbrands/walls.aspxhttp://www.unilever.pk/brands/personalcarebrands/clear.aspxhttp://www.unilever.pk/brands/homecarebrands/Rin.aspxhttp://www.unilever.pk/index.aspxhttp://www.unilever.pk/brands/foodbrands/supreme.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspxhttp://www.unilever.pk/brands/foodbrands/pearldust.aspxhttp://www.unilever.pk/brands/foodbrands/flora.aspxhttp://www.unilever.pk/brands/foodbrands/lipton.aspxhttp://www.unilever.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unilever.pk/brands/foodbrands/blueband.aspx


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Fair & Lovely

Lifebuoy Sampoo

Lifebuoy Soap

Lux

Ponds

Rexona

Sunsilk

BRIEF HISTORY AND INTRODUCTION OF LIPTON

Lipton was created at the end of the 19th century bySir Thomas Lipton inGlasgow,Scotland.His enterprise soon flourished and he established a chain of grocers, first across Glasgow, therest of Scotland, until finally he had stores throughoutBritain.

Under The Slogan:

Direct from the tea gardens to the tea pot

This entrepreneurial businessman wanted to make tea a popular and approachable drink foreveryonewith a high quality but reasonably priced product. Over the course of a century,Lipton has become a dominant tea brand in many markets. Products target the mass market andare generally positioned in the middle of the price spectrum for tea. Due to its size, Lipton is alsoa dominant player in tea expertise in the world.The company'sLipton Institute of Tea researchestea's various health and mental benefits, as well as tea growing, processing and tasting.Unilever/Lipton owns tea estates in Kenya and Tanzania, making it one of the few companiesthat is actively involved in the whole value chain of tea, from growing it to marketing it.

Logo of Lipton

Lipton is painting the world yellow with a marketingcampaign that represents all that Lipton stands forbrightness, vitality and fun with natural goodness & the redrepresents the energy it gives.
http://en.wikipedia.org/wiki/Thomas_Liptonhttp://en.wikipedia.org/wiki/Glasgowhttp://en.wikipedia.org/wiki/Scotlandhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Lipton_Institute_of_Teahttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://www.unilever.pk/brands/personalcarebrands/closeup.aspxhttp://www.unilever.pk/brands/personalcarebrands/ponds.aspxhttp://www.unilever.pk/brands/personalcarebrands/lux.aspxhttp://www.unilever.pk/brands/personalcarebrands/sunsilk.aspxhttp://www.unilever.pk/brands/personalcarebrands/fair-lovely.aspxhttp://www.unilever.pk/brands/personalcarebrands/lifebuoyshampoo.aspxhttp://en.wikipedia.org/wiki/Lipton_Institute_of_Teahttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Scotlandhttp://en.wikipedia.org/wiki/Glasgowhttp://en.wikipedia.org/wiki/Thomas_Lipton


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Brand Products

Lipton's main pillar brands areLipton Yellow LabelandLipton Ice Tea.Other product linesexist as well, like the Lipton pyramidrange in Europe and North America, and Lipton MilkTeain East Asia. In 2008 the brand launchedLipton Lineain Western Europe, a green teavariety with a higher level ofcatechins,which the company claims can help one lose weight.

Lipton in Pakistan

1948- Lipton launched in Pakistan in tin pack

1949- Lipton discontinued

1955- Lipton reintroduced in Pakistan

1974- Lipton was discontinued due to the government price embargoes

1984- Lipton re-launched in Pakistan with a big bang

1987-Tea bags were added to the Lipton portfolio

1989- Lipton merged with Lever Brothers

1995- Lipton introduces Danedar

1998- Lipton re-launched

1999- Lipton re-launched with improved blend in smaller pack sizes

2000- Re-launch scheduled of Leafier Blend

2006-Lipton launched the Lipton Ice Tea

Reason for Selecting Ice Tea as a Product
http://en.wikipedia.org/w/index.php?title=Lipton_Yellow_Label&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Lipton_Yellow_Label&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Lipton_Yellow_Label&action=edit&redlink=1http://en.wikipedia.org/wiki/Lipton_Iced_Teahttp://en.wikipedia.org/wiki/Lipton_Iced_Teahttp://en.wikipedia.org/wiki/Lipton_Iced_Teahttp://en.wikipedia.org/w/index.php?title=Lipton_Linea&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Lipton_Linea&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Lipton_Linea&action=edit&redlink=1http://en.wikipedia.org/wiki/Catechinhttp://en.wikipedia.org/wiki/Catechinhttp://en.wikipedia.org/w/index.php?title=Lipton_Linea&action=edit&redlink=1http://en.wikipedia.org/wiki/Lipton_Iced_Teahttp://en.wikipedia.org/w/index.php?title=Lipton_Yellow_Label&action=edit&redlink=1


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In all over the world there are 68% People who like to take the either Black or green and the rest

of them prefer the soft drinks and juices but in Pakistan the most of the population like tea brands

and the green tea is wildly like by them.

The iced tea is the product of the dual nature because it can satisfy the needs of both type of the

consumer. Iced tea has the taste of green tea also contains the qualities of the soft drinks

In Pakistan 83% of its population like tea brands (black/green).

18 % like both green and black tea.

54% of tea lovers like only green tea.

13% people only like it due to safe to health.

27% like it due to taste.

23% like it due to cultural influence.

18% show their interest without any reason.

Product Features And Attributes

Why to prefer the Lipton ice tea?

Green tea is renowned for its healthful properties. Green tea is full of clean taste, vitality, and

great flavor. Plus, Lipton Ice Teaprovides protective falconoid antioxidants, Lipton ice tea is

the drink which provide the taste, quality and it is also good for health thats why people mostly

like green tea in the overseas countries and now this trend is also emerge in Pakistan too.

Need:

The need of Lipton ice Tea is to satisfy the nutritional values, which are currently lacking in the

products offered by our competitors. Lipton ice tea is an instant tea drink, which caters to a

variety of taste preferences. Initially it is available in one flavor.


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Launch Of Lipton Ice Tea

Lipton is committed to making iced tea as healthy and delicious with the essential nutrients

needed for optimal growth, development and refreshment.

Lipton ice tea is an instant tea drink, consisting of various nutrients and herb extracts. The tea issweet, though it has less sugar than a typical soft drink. The drink is a mix of tea, sugar andpeach with different herb extacts.The various product attributes are considered below

Market description of Lipton ice tea

Basically Lipton ice tea is a multi vitamin and nutritious drink. It is available in three flavors.Lipton ice tea provides refreshment, energy and also helps in reducing weight.

LIPTON ICE TEA- - THE PERFECT DRINK FOR ACTIVE, HEALTHY

LIFESTYLE

Lipton is launching the new delicious and nutritious ice tea, Lipton ice tea. Liptonis atrusted brand known throughout the country for its nutritious wholesome goodness andpure natural taste. Lipton ice tea is fortified with extra strength of Iron and Vitamins thatkeeps your body strong and healthy.

Features:

Lipton is introducing in three different flavors :

Flavor:

Lipton iced green tea with citrus

Lipton ice tea with Lemon

Lipton ice tea with peach

Core Benefit:

Refresher and Stimulant.

Packaging:

Packing of Lipton ice tea is very attractive due to different colors. The

descriptor on the product contains the all information about the product.


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Benefits:

Convenience:

Lipton ice TEA is taken in can to enjoy the look and the taste. Convenience can be

taken as the plastic can is easy to dispose off without creating any fuss. Lipton ice

TEA can be taken as a substitute of tea or fruit drinks and can replace your meal at

the same time.

Nutritional values:

Our drink provides extra nutritional contents like; iron, protein, fiber, vitamin C,Calcium, Sodium and Carbohydrates.


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STRATEGIC FOCUS AND PLAN

MISSION STATEMENT

Changing the lives of the tea lovers by innovating the ice tea

VISION STATEMENT

To provide value and quality to our consumers, our aim is constantly to

provide world class service for our customers, deliver value for our productsand make Lipton a great place to work for our employees. We aim to have areputation for innovative thinking in the areas that matter to our customers

To be an innovative, marketing and research oriented.

GOALS AND OBJECTIVES

Non Financial:

Delivering the good quality and taste to the

consumers.

Improve the companys image

Contribution in the community activities

Increasing the number of jobs and enhancing quality

of life of employees

Financial:

Improve Profitability:

Increasing the net profit as percentage sale


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Increasing the net profit as percentage of investment

Increasing the net profit as per share common stock

Increasing Volume:

Increase the market share

Continuous growth in sales

Improving the sales ranking in the market

Increasing the production capacity and its utilization

Increase the seasonal sales volume

How Lipton Define MarketingBuilding customer relationship based on customer value and satisfaction is at the very heart of

modern marketing. The two fold goals of Lipton marketing is to attract new customers by

providing superior value and to keep and grow the current customers by delivering satisfaction.

Lipton define marketing as:

A social and managerial process whereby individual and groups obtain good

household products through creating and exchanging products and values.

CORE COMPETENCY

Core Distinctive Competency Of The Lipton

Multi National Company is certified from ISO.They have highly effective Human Resource Management.Liptonoffer versatile, high quality products.They use Sterile Filling Process and Tunnel Pasteurization in

packaging process.Lipton offers the products worldwide according to the taste of peoplein a particular country.Lipton has a separate supply chain department. Lipton supply chainmakes sure that Liptonproducts are available, no matter where youare in Pakistan.


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Lipton ice tea is renowned for its healthful properties. Other beverages and soft drinks

however, represent the epitome of sugary soft drinks.

Lipton Ice tea is full of clean taste, vitality, and great flavor. Plus, LIPTON

Ice Tea provides protective falconoid antioxidants.

Lipton ice tea is the drink which provides the taste, quality and it is also

good for health.

COMPETITIVE STRATEGIES

Lipton has enough resources to compete directly with Tapal is using a frontal

attack to cut through the competition even though Tapal has been beating Lipton

mainly due to the prices it offers.

Lipton has also concentrated on extending its product line by introducing different

flavors in its teabags (caramel, vanilla and cookies n cream) as compared to

Tapal that offers only green tea.

Strategies for Competitive Advantage

Lipton Ice Tea competitive advantage is as follows.

The Customers Come First

Lipton Ice Tea wants to win and keep its customers: distributers, supermarkets, hotels,

shopkeepers and the final buyers. They have different requirements. Trade customers expect

excellent service, correct information and timely delivery. Consumers consider taste, appearance

and price when they make their choice. Our task is to understand what consumers want and

respond to their expectations rapidly and effectively. Liptonserves various groups of consumers

and there is demand for products at different levels of perceived quality and price. All customers,however, expect value for their money in form of good quality at a reasonable price. When

offering quality to customers we also mean environmentally quality. Lipton Ice Tea shares

societys concern for the environment and is committed to environmentally sound business

practices throughout the world. Customers are central to our business and we must always

respect their needs and preferences.


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SITUATION ANALYSIS

The internal and external situation analysis can produce a large amount of information, much of which

may not be highly relevant. The SWOT analysis can serve as an interpretative filter to reduce the

information to a manageable quantity of key issues. The SWOT analysis classifies the internal aspects of

the company as strengths or weaknesses and the external situational factors as opportunities or threats.

Strengths can serve as a foundation for building a competitive advantage, and weaknesses may hinder it.

By understanding these four aspects of its situation, a firm can better leverage its strengths, correct its

weaknesses, capitalize on golden opportunities, and deter potentially devastating threats.


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SWOT ANALYSIS LIPTON ICE TEA

Strengths ----------------------- To Build On

Weaknesses -------------------- To Cover On

Opportunities ------------------ To Capture

Threats -------------------------- To Defend On

STRENGTHS:

Variety In Its Own Way:This product consists of a variety in its own way consisting of the ice green tea withcitrus, ice tea with lemon and ice tea with peach.

Innovative & Enhanced Packaging:

LIPTON ICE TEA will be packaged in the form of large see- through tempting cans withextra wide straws. LIPTON is committed to providing the best product at the best pricesusing the latest technology available. We intend to do this through packaging LIPTONICE TEA in metal free plastic cans. The use of cans would help us in providing fresh

flavor of ice tea so as to enhance the taste.

Provides Extra Nutritional Value To Consumers:

LIPTON ICE TEA provides extra nutrients in the form of

natural extracts. These extracts provide additional vitamins,

calcium, iron, carbohydrates etc. LIPTON ICE TEA does not

consist of any artificial flavorings or colors.

Convenience:

Through the usage of cans and sachets we are providing ourcustomers with the convenience of taking any where any time.Although our teas at LIPTON are exceptional when served hot,each LIPTON ICE TEA can has been especially blended toprovide the best cup of flavored iced tea with exotic tapiocaever made. In this way the consumers can convenientlyconsume it all year round in any form for any occasion.

USP:


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prices of imports to fluctuate and at the same time reduces the confidence of theimporters, on whom we heavily rely upon. Apart from this, these constant fluctuationscause our cost to be generally high time and again resulting in uncertainty.

Lipton has intense competition, as our analysis is one of their weaknesses as to stay alive

against a giant as Lipton and the other one new entrant in the beverages industries.

OPPORTUNITY:

High Potential In Terms Of Increasing Market Share:

LIPTON TEA Pvt. Ltd views the ever increasing market share as an opportunity forLIPTON ICE TEA. The product that is being offered by us is not readily available interms of both local brands that are available in the leading stores of these cities.

Higher Degree Of Adaptability From The Younger Generation:

The youth of Pakistan in contrast to their precedents are more adaptable and recipient

towards new ideas. It is this adaptability of theirs that will prove to be an opportunity for

LIPTON ICE TEA. Lipton hopes that since our product is not only convenient but

innovative and apparently attractive as well, it will attract these youngsters as well as

people in their thirties through these features, who over all other things rate convenience

and quality first.

Fill Loop Holes Present In The Competing Products:

Appealing, high quality and consistency in taste are features that are over looked by thecompetitors due to one reason or the other. Even if these features are present in a fewproducts they are highly priced and are not easily available in the market because ofbeing imported. Lipton, with the help of LIPTON ICE TEA, aims at filling these loopholes by providing variety, uniqueness and consistency in taste all at a reasonable price.

Nutritional Product:

LIPTON ICE TEA, in contrast to tea and other fruit drinks available in the market,contains no artificial flavors or coloring. Apart from this its low caffeine content, non-carbonated and presence of additional vitamins, calcium, carbohydrate and iron contentsmake it an attractive alternative to the already present drinks in the market. The noveltyof our drink will attract the health conscious group of consumers who are other wiseneglected.


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Economic Factors:Economic growth is prospective in terms of living standards and purchasing power,which may help LIPTON ICE TEAs growth. Apart from this Lipton faces a growing

marketing terms of population.

One of the greatest opportunity that Lipton has its huge market which is increasing as the

population is increasing.

New product in the Pakistani market will capture the

early adaptors.

Per capita consumption is almost 1kg according to a

recent research in Pakistan.

Some people leave the tea in summer but Lipton

ICE TEA will attach them with Lipton ice tea

family.

We aware our customer and got opportunities to grow.

Our product will also start consume off season like other drinks.

THREATS:

Government Policies:Government Policies like GST, which has been levied upon allconsumer products, poses as a threat to us as to fulfill this criterion andto cover our costs we have to set our prices higher than we initiallyhoped for. Apart from this the discouraging policies regarding theimport of tealeaves is another threat for us.

Competitors Strategies And Polices:

The very fact that LIPTON ICE TEA is competing against names like Tapal, Supreme,

Tetly, Pepsi etc. poses to be a threat for us. At this initial stage, though LIPTON ICETEA will be substantiated with an adequate advertising budget, it may still fall short ofthat of its competitors.

Downward Trends In Growth:

The inflation at present is a downward trend leading to low purchasing power, which inturns slows down LIPTON ICE TEAs sales growth.


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PORTER INDUSTRY MODEL


HIGH CAPITAL

Lipton is the market leader of tea worldwide. Any new entrant in the market needs a huge

capital to participate in the race with the Lipton.

OWN DISTRIBUTION SYSTEM

intrarivarly

bargaining

power of

suppliers

bargainingpower of

buyers

threat of

subtitutes

threat ofnew

entrants


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To own a distributor channel in the market where large organization like Lipton are already

present is very difficult for the new entrants.

BRAND IDENTITY

How to identify our brand in the market is more difficult for any new entrants, because Liptonis

a very recognizable brand so it is very difficult for the new entrant to compete.

BARGAINING POWER OF BUYERS

The bargaining power of buyers with Liptonproducts is very high in Pakistan because of their

price sensitivity, brand loyalty status which is becoming high in Pakistan and they are becoming

more familiar with the products and the features of different brands including Unilevers brand

Lipton.

BARGAINING POWER OF SUPPLIERS

The bargaining power of suppliers with Lipton in Pakistan is very low because of t

Documents

Lipton Ice Tea Final Report1