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Lipton was created at the end of the 19th
century by Sir Thomas Lipton.
Over a hundreds years on, Lipton now possesses
thousands of acres of quality tea gardens in
East Africa.
LIPTON TEA
The Lipton tea business was acquired by consumer goods
company UNILEVER in a number of separate transactions, starting with
the purchase of the US and Canadian Lipton business in 1938 and
completed in 1972 when Unilever bought the remainder of the global
Lipton business.
In 1991, Unilever created a first Joint Venture with PepsiCo, the Pepsi Lipton
Partnership, for the marketing of ready to drink (bottled and canned)
teas in North America.
Under the slogan~ DIRECT FROM THE TEA GARDEN TO THE TEA POT, he made tea a popular and approachable
drink for everyone high quality but reasonable priced.
The Lipton tea are his heritage and they are more popular than ever.
Thanks to him , LIPTON TEA is now WORLD LEADER and present in more than
150 countries.
VISIONLipton` s vision is to available within an arm
`s reach of every
individual desire.
MISSION STATEMENT
Our purpose in Lipton is to meets the every day
needs of people everywhere to anticipate
the aspiration of our consumers and customers to respond creatively and
competitively with products which raise the
quality of life.
OBJECTIVES OF LIPTON
•The aim is to provide quality tea that is safe for the health and energizing for the mind and body with an unforgettable flavor.
•Lipton has to retain its position as a market leader against all its competitors especially TAPAL who is its challenger.
•It has to interact directly with the consumers in order to be aware of the requirements and expectations of its consumers.
•It has to maintain the highest satisfaction standards and goodwill amongst the consumers.
•It has to maintain its brand name and loyalty.
‘LIPTON`S PRODUCT RANGE’
~*~*~*~*~*
Lipton yellow label
Lipton Yellow Label is a premium, full-bodied tea. Sir Thomas Lipton created this
famous blend more than 100 years ago. Since then the quality of Lipton Yellow
Label tea has been guaranteed by experts who
select only the best teas from around the world.
LIPTON black tea is refreshing, delicious
and natural. No wonder LIPTON is America’s favorite
tea.
Enjoy LIPTON Tea hot or iced –
caffeinated or decaffeinated.
LIPTON BLACK TEA
BLACK TEA PRODUCTSLIPTON HOT
TEAS
LIPTON ICED TEAS
HOT TEA
DECAF HOT TEA
COLD BREWDECAF COLD BREW
ICED TEA DECAF ICED TEA
TEA WITH A HIND OF
RASPBERRY
TEA WITH A HIND OF PEACH
LIPTON GREEN TEAA delicate, clean taste,
subtle aroma and a beautiful pale green color characterize our range of
green tea products.
Variety of exotic flavors, like LEMON GINSENG and ORANGE, PASSIONFRUIT
AND JASMINE.
GREEN TEA PRODUCTS
100% NATURAL 100% NATURAL DECAFE
DECAFE HONEY LEMON
GREEN TEA WITH
CITRUS
CRANBERRY POMEGRANATE
ORANGE PASSIONFRUIT, AND
JASMINELEMON GINSENG HONEY
MIXED BERRY MINTGREEN TEA
COLLECTION
LIPTON FLAVORED BLACK TEA
oA healthy dose of extra flavor.
oNaturally protective flavonoid antioxidants along with an enticing
boost of fruity, herbal or spicy flavor.
FLAVORED BLACK TEA PRODUCTS
ORANGE AND SPICE
HONEY AND LEMON
BLACKBERRY
SPICED CHAI FRENCH VANILLA
LIPTON HERBAL TEA
oAll flavor with no caffeine.
oHerbal teas are made from flowers, herbs, fruits and spices for a flavorful, aromatic cup.
HERBAL TEA PRODUCTS
LEMON QUIETLY CHAMOMILE
CINNAMON APPLE
ORANGE
PEPPERMINT HONEY AND LEMON
GINGER TWIST
HERBAL TEA COLLECTION
LIPTON PRIMUIM PYRAMID TEA BAGS
They are available in eight delicious new flavors.
BAVARIAN WILD BERRY
VANILLA CARAMEL TRUFFLE
RED WITH STAWBERRY AND
PASSIONFRUITWHITE WITH MANGO AND
PEACH
GREEN WITH MANDARIN ORANGE
BLACK PEARL
BED TIME STORY
HERBAL TEA
WHITE TEA WITH BLUEBERRY AND POMEGRANATE
TUNCAN LEMON
LIPTON ICED TEA MIX
Instant refreshment with our powered mixes.
Lipton iced tea mixes are brewed from real tea leaves so the taste is pure and satisfying.
ICED TEA MIX PRODUCTS
NATURAL LEMON
WILD RASPBERRY SUMMER
PEACHMANGO
UNSWEETENED
DIET LEMON
DIET DECAF LEMONDIET
RASPBERRYDIET PEACH
GREEN TEA HONEY AND
LEMON
LIPTON ICED TEA TO GOoLipton makes tea history
again with a great innovation.
oLipton to go is a zero calorie, sugar free iced tea mix.
oJust add water, shake well and you have got all the goodness and flavor of LIPTON tea.
LIPTON ICED TEA TO GO PRODUCTS
GREEN TEA TO GO WITH PINK LEMONATE
GREEN TEA TO GO WITH
BLUEBERRY POMEGRANAT
E
GREEN TEA TO GO WITH RASPBERRY
LIME
WHITE TEA TO GO WITH RASPBERRY
WHITE TEA TO GO WITH
APPLE CRANBERRY
GREEN TEA TO GO WITH CITRUS
GREEN TEA TO GO WITH
MANDARIN AND
MANGO
GREEN TEA TO GO WITH HONEY AND
LEMON
ICED TEA TO GO WITH
PEACH
LIPTON PURELEAF ICED TEAA taste for every one.
Lipton pure leaf iced tea, from our sweetened
tea to our teas sweetened with natural sugar to our selection of revitalizing fruit flavored
teas.
LIPTON PURELEAF ICED TEA PRODUCTS
UNSWEETENED ICED TEA SWEETENE
D ICED TEA EXTRA SWEET ICED
TEA
ICED TEA WITH
RASPBERRY ICED TEA WITH
PEACH
ICED TEA WITH
LEMONDIET ICED TEA WITH
LEMON
GREEN TEA WITH
HONEY
WHITE TEA WITH
TANGERINE
LIPTON ICED TEA
Refreshment Comes in Many Flavors
This is the perfect drink for your active, healthy lifestyle
It’s available in plastic bottles
ICED TEA WITH LEMON
DIET ICED TEA WITH
LEMON
LIPTON ICED TEA PRODUCTS
SPARKLING GREEN TEA
WITH BERRY
SPARKLING GREEN TEA WITH
STRAWBERRY KIWI
DIET SPARKLING GREEN TAE WITH
STRAWBERRY KIWI
GREEN TEA WITH MIXED
BERRY
DIET WHITE TEA WITH
PEACH PAPAYA
DIET GREEN TEA WITH
MIXED BERRY
WHITE TEA WITH
RASPBERRY
DIET WHITE TEA WITH
RASPBERRY
GREEN TEA WITH
CITRUS
DIET GREEN
TEA WITH
CITRUS
LIPTON BRISK ICED TEA
oBrisk is an iced tea produced by Lipton, available in 6 number of flavor, such as lemon and raspberry etc.
oLipton brisk iced tea, a bottled flavored beverage, contains caffeine.
S W O T
WEAKNESSSTRENGTHS OPPORTUNITIES THREATS
The SWOT analysis is an extremely useful tool for understanding and decision-making
for all sorts of situations in business and organizations
•Internal analysis
•External analysis
•S~O Positive
•W~T Negative
Lipton teaSTRENGTHS
•Already a market leader and a well known and reputed brand.
•Extensive knowledge of local culture and tastes.
•Wider product range with technological superiority, e.g. BROOKE BOND`S hot tea can.
•Strong company image.
•Strong brand portfolio.
•Success of the slogan.
•Quantity and variety.
•Effective and attractive packaging.
•High quality man power.
•Solid base of the company.
•Innovative aspects.
•Corporate behavior.
•Health and personal care products.
•Help people getting more out of life.
•Experience and Quality Management.
•Localizing Tea brands.
•Strong Heritage
(Emotional Values).
•Integrated production process.
•Exports.
•Strong supply line.
•Highly profitable non credit sales.
•Strong Financial Position.
•Highly innovative.
WEAKNESSESHigh prices of products.
Substitute` s products.
Policy of spending for the social responsibility.
Distribution relatively weaker in areas other than Sindh (IN PAKISTAN)
Highly dependent on Lipton` s equity.
Having too many brand extensions can dilute and confuse consumer perception and give fresh and new competitors to seize market share.
Lipton teaOPPORTUNITIES Alliance with Pepsi to access massive distribution network.
Presence of big, well known partners drives demand further.
Expansion in other beverage markets.
Research and development.
Expansion in other areas of country (PAKISTAN).
Declining markets for other beverages such as soft drinks.
Greater awareness of health benefits of tea.
Rising literacy.
High rate of population growth.
THREATSoOvercrowded and small market with about 200 other brands which might cause significant demand reduction.
oPresence of other major players such as COCA~COLA and NESTLE leading to tough competition.
oLipton `s profit margin is exposed to rupee devaluation.
oHigh inflation with in country can negatively impact the new brands.
oSaturation of hot beverage segment.
oPolitical conditions in country can be an obstacle to exports.
oPossible increase of TAPAL and loose tea market shares.
MARKETING STRATEGIES
By adopting reduce price strategy we can make more and permanent customers.
We have to acquire new technology for production to meets the needs of customers.
Sales promotions like prizes, lucky draw schemes introduced to attract more customers.
We celebrates customer satisfaction day on regular basis and we know about the feedback of the customers regarding the products and image of the company.
COMPETITVE STRATEGIES
oLIPTON has enough resources to compete directly with TAPAL
oLIPTON has also concentrated on extending its product line by introducing different flavors in its teabags as compared to TAPAL that offers only green tea.
The total amount of Lipton Tea consumed in the world in ONE year is the equivalent of the amount of water thundering over Niagara Falls for 5.5 hours. The amount of Lipton Tea enjoyed by consumers annually could fill 3,660 Olympic-sized swimming pools. Every time your heart beats, 1,252 cups of Lipton Tea are consumed versus 1,649 cups every time you blink.
DID YOU KNOW THAT GLOBALLY
Tea became a social custom in the early 19th century, originated by Anna, 7th Duchess of Bedford, who invited guests to join her for a cup of tea and sweets in the late afternoon in order to fill the long gap between breakfast and late dinners.
Iced tea was first created by accident. One hot day at the 1904 World Fair, ice was added to hot tea.
Like wines, teas often take their names from the areas in which they are grown.
1649 cups of Lipton Tea are enjoyed every second .
8245 cups of Lipton Tea are enjoyed every time you blink.
1252 cups of Lipton Tea are drunk every time your heart beats.
52 billion cups of Lipton Tea are drunk each year.
YOU DO GOOD THINGS
WHEN YOU DRINK GOOD THINGS
CLEARS YOUR MIND NATURALLY
~CONCLUSION~Lipton company due to large in
size in term of financial and human resourse capital and wider product range Lipton
can look forward to competition in an encouraging
and growing market with demand expected to rise
steadily in the immediate long run.
GROUP MEMBERS
SANA RAZZAK BARI
SYEDA NAFEES FATIMA
QURAT-UL-AIN
THANK YOU