Lipton Ice Tea - Final

8/3/2019 Lipton Ice Tea - Final

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Kartikesh Mishra Sanjeev Kumar

Manoj Kumar

Nishant Mishra

Prabhash Kumar Jha Ashok Kumar

Anubhaw Bhardwaj

Ram Srivastava

Devesh Kumar Abhas Singh

Ravi Shanker


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Thomas Johnstone Lipton was a pioneering

entrepreneur who, by 1880s, had opened groceryshops all over UK. He wanted to make tea accessibleto everyone and at acceptable prices. In the 1890shis Lipton teas had great success in the UK and theUS.

Unilever acquired the worldwide Lipton Tea Businessin 1972, and was launched in the UK in 2002. LiptonIce Tea has now established itself in the soft drinkmarket.

Lipton Ice Tea is the 15th biggest selling soft drinkbrand in the world

Every day 150 million people in over 150 countrieschoose Unilever products.

Most of Unilever brands give the benefits of feelinggood, looking good and getting more out of life


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LIPTON Iced Tea is great tasting.

Refreshment Comes in Many Flavors

This is the perfect drink for active,healthy lifestyle

It's available in plastic bottles so you cantake it anywhere!

Also available in Diet.


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Attributes

NaturalnessFreshness

Powerof Nature

Inherent

Goodness

OriginEthical

Tea Taps Into Key Vitality TrendsDrivers

IncreasingLife

Expectancy

Obesity

StressfulLives

ProcessedFoods

Seen As BadGuys

Consumers Turning to Tea for Health and Wellness Benefits

Consumer Insights
http://images.google.com/imgres?imgurl=http://www.foodbankrgv.com/FBRGV%2520Frontpge%2520Web/Images/Healthy%2520Living%2520Logo%2520A.gif&imgrefurl=http://www.foodbankrgv.com/FBRGV%2520Frontpge%2520Web/healthylvng.htm&h=609&w=859&sz=66&hl=en&start=4&um=1&tbnid=slvsiH9Qd2dX5M:&altq=healthy+living,&tbnh=103&tbnw=145&prev=/images%3Fq%3DHealthy%26um%3D1%26hl%3Den


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Shelf-StableJuices & Drinks

Coffee

Tea

Energy Drinks

RTD Tea

RTD Coffee

Fun

CSDs

Alcohol

Fresh Functional

Milk

Refrigerated JuiceWater

Sports Drinks

Source: AC Nielsen Homescan Panel Database


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An advertising campaign is a series ofadvertisement messages that share a singleidea and theme which make an integrated

marketing communication (IMC).Advertising campaigns appear in differentmedia across a specific time frame.

06-06-2011 : Hindustan Unilever Limited

(HUL) and PepsiCo India announced thelaunch of Lipton Ice Tea in the Indian

market.


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STRENGTHS Already a market leader and a well known

and reputed brand.

Extensive knowledge of local culture andtastes.

Strong company image.

Quantity and variety.

Health drink (Lipton has strong USP as itscompared to its major competitor Nestle.Lipton provides therapeutic)


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WEAKNESSES

High price

Inexperience in the Indian ice teamarket

Substitute` s products (Nestea)

Having too many brand extensions candilute and confuse consumer perceptionand give fresh and new competitors toseize market share.


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OPPORTUNITIES

Alliance with Pepsi to access massivedistribution network.

Presence of big, well known partners drivesdemand further

Expansion in other beverage markets.

Research and development Greater awareness of health benefits of green

tea. Untapped segment


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THREATS

Presence of other major players such as

COCA-COLA and NESTLE leading totough competition

High inflation with in country can

negatively impact the new brands The preference of natural juices over ice

tea for health conscious consumer


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Consumers on the Move: Consumers that generallyhave a very busy and hectic life and may includecorporate employees, students, entrepreneurs,technical workers, etc. their hectic lifestyle essentially

requires them to buy products that have beendeveloped to be highly mobile and for consumptionon the go.

Health Conscious Consumers: This includes consumersthat associate a high value to healthy foods andbeverages.

It is targeted at the 1629 yr urban affluent healthyhedonists- young-minded people who enjoy life butalso understand the importance of healthier choices-


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DemographicsThe target audiencesdemographics are:

Young adults part of the generation Xand Y

Family and single households

Between the age of 16 and 29 Middle and Higher income group


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PsychographicsThe psychographicstudy realized for this campaign

indicates similarities in the consumersactivities, interest, and values. These arethe following:

Activity: Workout, Social Events

Interest: Health, Profession

Values: Personal Image, Health


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BehaviographicThe target audiencefor this campaign is most likely to spend

a couple rupees more on a product thatwill help them maintain a good healthand image.

GeographicsThe camping Thecampaign focuses on the Ranchi Districtof Jharkhand.


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The Launch campaign goal is tointroduce Lipton Ice Tea, a new Ready-To-Drink blend of green tea, in the city ofRanchi (Jharkhand)

Build awareness about the product

Build Customer Traffic

Focus on youth segment

ROI


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For the first one year, this campaign has thefollowing communication objectives:

To inform about the introduction of LiptonIce Tea in the city of Ranchi, Jharkhand.

To create a 95 percent recall awareness ofthe Lipton Sparkling Green Ice Tea amongconsumers.

To create purchase intention for the LiptonIce Tea among consumers.

To create familiarity with the benefit ofconsuming Lipton Ice Tea among consumers


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1. Cinema Halls: Lipton ice tea ad could be

shown during the start and interval part ofsome hottest releases like Rockstar, Ra.Oneand Don 2.

2. Bus and autorickshaw branding3. Outdoor : Outdoor advertising could be done

Reliance fresh, Big Bazar, and other retailoutlets near colleges and High Schools andwalls of major shopping galleries. Billboards and Posters: High visibility graphics at some

of the heavy traffic roads in Ranchi like flyover nearBig Bazar to create buzz about Liptons Ice Tea.

Hoardings: This could be placed at various retailshops. Some of the shops where it will be mosteffective could be


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4. Newspaper: Ad to be placed in dailynewspaper (preferably Hindi) in Ranchi.

Dainik Bhaskar and Times of India are theprominent newspapers to advertise in.

5. Television advertising: with a mediastrategy built around the idea: "Don't

knock it until you've tried it." 40-secondversion of the ad could be telecast overtelevision.


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NO. OFHOARDING

1+1 Electronic display ad

DURATION 1st 6 monthsSIZE 20*20 sq. ftNO. OF POINTS 14

1) OUTDOOR MEDIA (HOARDINGS)

Source: http://ranchiclassifieds.com/viewad.asp?id=1507975812148279Poddar Associations, Ranchi
http://ranchiclassifieds.com/viewad.asp?id=1507975812148279http://ranchiclassifieds.com/viewad.asp?id=1507975812148279


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AREA COST (Oct-dec11) COST (Jan-mar12)1. Main road

3 point

2 point

Rs. 95,000/3 month =Rs. 2,85,000

Rs. 95000/3 month =Rs. 190000

2. Hinoo chowk+ dorandachowk+ eylex point

3 point2 point

Rs. 60,000/3 month =Rs. 1,80,000

Rs. 60,000/3 month =Rs. 1,20,000(Hinoo chowk +eyelex)

3. Lalpur +firayalal+ kokar

3 point2 point

Rs. 80,000/3 month =

Rs 2,40,000

Rs. 80,000/3 month =

Rs 1,60,000(Lalpur+firayalal)

4. kutcheri road+raturoad+booti more

3 point2 point

Rs. 60,000/3 month =Rs. 1,80,000

Rs. 60,000/3 month =Rs. 1,20,000(kutcheri road+raturoad)

5. Bariatu housing colony Rs. 60,000/3 month =Rs 60,000

Rs. 60,000/3 month =Rs. 60,000

6. Shyamali housing colony Rs. 60,000/3 month =Rs. 60,000

Rs. 60,000/3 month =Rs. 60,000

TOTAL Rs 10,05,000 Rs 7,10,000

SUB TOTAL Rs17,15,000


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2) RADIO

DURATION FREQUENCY RATE COST4 Months 6 times/day = 720

times

Rs. 330/20secs Rs. 2,37,600

4 Months 5 times/day = 600

times

Rs. 330/20secs Rs. 1,98,000

4 Months 4 times/day = 480times

Rs. 330/20 secs Rs. 1,58,400

TOTAL Rs. 5,94,000

a) RADIO DHOOM 104.8 F MSLOT TIMING (prime time) 7 am-11 am and 6 pm -9 pm

Source: http://ranchi.justdial.com/radio-dhoom-104.8-f-m_Ranchi_CD.vHvGzKkuokmkvqie.siyX.zyjXPjecq.htm
http://ranchi.justdial.com/radio-dhoom-104.8-f-m_Ranchi_CD.vHvGzKkuokmkvqie.siyX.zyjXPjecq.htmhttp://ranchi.justdial.com/radio-dhoom-104.8-f-m_Ranchi_CD.vHvGzKkuokmkvqie.siyX.zyjXPjecq.htmhttp://ranchi.justdial.com/radio-dhoom-104.8-f-m_Ranchi_CD.vHvGzKkuokmkvqie.siyX.zyjXPjecq.htmhttp://ranchi.justdial.com/radio-dhoom-104.8-f-m_Ranchi_CD.vHvGzKkuokmkvqie.siyX.zyjXPjecq.htmhttp://ranchi.justdial.com/radio-dhoom-104.8-f-m_Ranchi_CD.vHvGzKkuokmkvqie.siyX.zyjXPjecq.htmhttp://ranchi.justdial.com/radio-dhoom-104.8-f-m_Ranchi_CD.vHvGzKkuokmkvqie.siyX.zyjXPjecq.htmhttp://ranchi.justdial.com/radio-dhoom-104.8-f-m_Ranchi_CD.vHvGzKkuokmkvqie.siyX.zyjXPjecq.htmhttp://ranchi.justdial.com/radio-dhoom-104.8-f-m_Ranchi_CD.vHvGzKkuokmkvqie.siyX.zyjXPjecq.htmhttp://ranchi.justdial.com/radio-dhoom-104.8-f-m_Ranchi_CD.vHvGzKkuokmkvqie.siyX.zyjXPjecq.htmhttp://ranchi.justdial.com/radio-dhoom-104.8-f-m_Ranchi_CD.vHvGzKkuokmkvqie.siyX.zyjXPjecq.htm


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DURATION FREQUENCY RATE COST(Rs.)

4 Months 6times/day = 720 times Rs. 330/20secs 2,37,600

4 Months 5 times/day = 600 times Rs. 330/20secs 1,98,0004 Months 4times/day = 480 times Rs. 330/20 secs 1,58,400

TOTAL Rs. 5,94,000

2) RADIO DHAMAAL FM 106.4SLOT TIMING (prime time) 7 am-11 am and 6 pm -9 pm

TOTAL COST (RADIO DHOOM+RADIO DHAMAAL) = 11, 88,000

Source: http://streema.com/radios/Radio_Dhamaal_3
http://streema.com/radios/Radio_Dhamaal_3http://streema.com/radios/Radio_Dhamaal_3


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3) NEWSPAPER

Size of the ad 10*10 sq.cm (ad on 3rd

page)Duration: For 6 months, broken into 2 and 4 months time

Rate per day Rs. 520 for color display

Frequency 2/week for the first 2 months for all newspaper used

1/week for the next 4 months for all newspapers used

Cost per

month:

For 6 months

Prabhat Khabar Rs. ( 8,32,000+ 8,32,000)

Hindustan Rs. ( 6,40,000+ 6,40,000)

Telegraph Rs. ( 4,80,000+ 4,80, 000)

Division of cost

/Newspaper

Rate* Frequency* Area

Prabhat KhabarRs. 520*32*100 = Rs. 16,64,000

Hindustan(Hindi)- Rs. 400*32*100= Rs. 12,80,000

Telegraph( English)

Rs. 300*32*300= Rs. 9,60,000

Total budget = 68,07,000

Source: www.releasemyad.com/city/ranchi/

Ad Agencies in Ranchi - SAI AD AGENCIES, Shiv Creations
http://www.releasemyad.com/city/ranchi/http://www.indiatrademart.com/saiad-agencies.comhttp://www.indiatrademart.com/saiad-agencies.comhttp://www.shivcreationsranchi.com/http://www.shivcreationsranchi.com/http://www.indiatrademart.com/saiad-agencies.comhttp://www.indiatrademart.com/saiad-agencies.comhttp://www.releasemyad.com/city/ranchi/


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The main aim of the Ad campaign is to create awareness aboutLipton Ice Tea

Due to the untapped market of this product in Ranchi, anaggressive marketing strategy has been used.

Telegraph, Hindustan and Prabhat Khabar have adequatereadership in Ranchi and will cover all the target groups.

The ad frequency is kept as per the budget fixed for thecampaign. Frequency decisions vary for different media

vehicles. The ad frequency is kept as per the media schedule already

discussed.

Outdoor media

o The location chosen for the hoardings are expected to be the

most visible sites in Ranchio This is done basically to inform the probable prospects about

the existence of the Lipton ice tea in their nearby retail andgrocery stores.

o The duration for the campaign is 6 months and 12 monthsdepending upon media chosen.


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Radio

Radio Dhoom and Radio Dhamaal FM arechosen as thead partner for Lipton ice tea.

It was chosen based on a survey conducted in BIT,Mesra in which 16 out of 30 respondents were regularlisteners of the channel.

The frequency of ads is kept at 5-6 per day during the 12month campaign

Source: www.releasemyad.com/city/ranchi/

Circulation

Hindustan- 743469

Prabhat Khabar

130517
http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/


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Event Sponsoring Cricket is the most popular sport in Ranchi so

purchasing ad space in cricket stadium would quicklyand easily reach a large number of people.

Celebrity Endorsements Cricket celebrities (M.S. Dhoni) could be hired to

endorse products in commercials andadvertisements.

Use of models in ads to promote beauty and healthwhich are aspects of Indian culture.

Many of the people who attend sporting eventsmake up a large portion of our target market sothis would be a good way to reach them.
http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/


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Promotion of the Lipton Ice Tea shouldemphasize it as a healthier alternative tosoft drinks and a sportier alternative to juice

due to the growing concern over healthand body image in Ranchi. Promote the beverage as a youthful drink

since the majority of the Indian populationis younger.

Due to the Indian desire to be fashionable,promotion of the product as a trendyaddition to the new age beverage linecould be very effective.
http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/


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Don't knock it until you've tried it

24-carat freshness

MESSAGE STRATEGY APPEALS

Congnitive Rationale

Affective Impulsive

EXECUTIONAL FRAMEWORK SOURCE

Slice of life Celebrity Ads

Dramatization Expert speak/CEO

Testimonial

Demonstration

Informative
http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/


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Refreshment Comes in Many Flavors

LIPTON Iced Tea is great tasting.

It's available in plastic bottles so you can take it anywhere!

Don't knock it until you've tried it
http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/


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FACEBOOK FAN PAGE
http://www.releasemyad.com/city/ranchi/


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http://www.releasemyad.com/city/ranchi/


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Lipton ice tea is costlier as compared toother ready-to-drink products of similar

nature. Product is yet not launched in the Ranchi

market. Hence, the campaign is anassumption for the Product.

The budget so allocated to thecampaign and rate of each media usedcan vary according to time.
http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/


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Lipton company due to large in size in term offinancial and human resource capital andwider product range Lipton can look forwardto competition in an encouraging and growing

market with demand expected to rise steadilyin the immediate long run.

LIT is a quality product with tremendous equity The availability of retailers in Ranchi makes it

easier to have our product available toconsumers.

A developing economy, high inflation ratesand a large low-income population may makeit hard to sell a non-necessity good.
http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/


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http://www.liptont.com www.hul.co.in

www.pepsicoindia.co.in

www.google.com Advertising and IMCTom Duncan

Advertising and Sales PromotionKazmi andBatra

Integrated Advertising Promotion andMarketing CommunicationsClow and Baack
http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.releasemyad.com/city/ranchi/http://www.google.com/http://www.google.com/


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Documents

Lipton Ice Tea - Final