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Industry Overview:
Pakistan is a leading tea consumer in the world. In fact, the consumption of tea is so widespread
in Pakistan that it possesses 3rd position in the tea importing countries of the world, and is only
behind the United Kingdom and Russian Federation. The already high tea consumption level
may further increase in future due to urbanization and increase in per capita income.
The primary competive alternative of Lipton Yellow Label is Tapal Danedar Tea. Tapal
is a well known name in Pakistan. In 1947, it started business and now are a Tea leader
and so celebrated its 55 th anniversary in 2002. Their first shop was in Jodia Bazaar.
Making a modest beginning over half a century back, today Tapal has become the largest, 100%
Pakistani owned Tea Company in the country. It has modern tea blending and packaging
factories, warehouses equipped with state-of-the-art equipment and a team of highly dynamic
professionals headed by Aftab Tapal himself.
Company Information:
Unilever was created in 1930 when the British soap-maker Lever Brothers merged with the
Dutch margarine producer, Margarine Unie. Unilever Company came into the Pakistan market in
1949 with the name of Lever Brothers Pakistan. Changed the name Lever Brothers Pakistan to
Unilever in year 2003. The average per annum consumption of tea is 150 million kilograms.
Lipton enjoys a huge market share. Unilever caters in three categories and which include Food
Brands, Personal Care Brands and Home Care Brands.
FOOD BRANDS
Blue Band
Brooke Bond A1
Flora
Lipton
Pearl Dust
Supreme
Rin
SurfExcel
Clear
Close-up
Fair n lovely
Lifebuoy
Shampoo
Life Buoy
Soap
Lux
Ponds
Rexona
Sunsilk
Product Classification
Consumer Goods
Convenience Goods: Lipton tea comes under the head of convenience goods.
Product Positioning
Positioning involves designing the product and image that will occupy a distinctive place in the
minds of the target market. As can be seen, Lipton yellow label have the largest profit margins
and market share in the automobile industry. Thus the marketers at Lipton have decided to
creates own unique image and then strengthen the position in the customers’ minds.
The Lipton Yellow Label has positioned its product in the minds of the consumer as
Refreshing
Colour
Aroma
Taste
Flavor
Outstanding Quality
Slogan
Markets Served
The tea sector shows a market that has homogeneous preferences that is the consumers have
similar preferences. They want refreshing and have good quality tea.
Methods of Distribution
To meet the demand of customers and availability of product, Lipton tea uses the intensive
method of distribution.
Secondary Market:
People who drink occasionally, upper and middle class
Market Characteristics:
PSYCHOGRAPHIC
BEHAVIORAL
Marketing Objectives:
Need-satisfying Objectives:
Advertising Objectives
Primary Or Selective Demand:
Our focus will be on selective demand. Because need has identified that
People want tea depression relief product and as well as refreshment
drink . So, now it is time to stand out.
Direct vs. Indirect Action:
Lipton is at maturity stage of PLC so it is been reminded to the consumer directly to reclaim
them in our customer list.
Lipton tea advertising objective is to stimulate direct action. Through their promotional
campaigns they try to get a direct response from people to motivate them to buy.
Advertising Strategy
Product concept includes
Product positioning:
The Lipton Yellow Label has positioned its product in the minds of the consumer as
Refreshing
Colour
Aroma
Taste
Flavour
Outstanding Quality
Slogan "direct from the tea gardens to the tea pot",
Product differentiation:
There are many refreshment drinks available in the beverage market in Pakistan but
“Lipton Tea” has a fine distinction of catering to the ever changing tasting needs of its customers
with willingness right from the core. It offers clean and crisp taste with a pleasant aroma to
attract its customers. It offers very refreshing fragrance which adds to its quality and leaves good
taste in the mouth. Unilever claims that for “Lipton Tea” claims “direct from the tea gardens to
the tea pot. Lipton Tea is available both in tea bags as well as loose packaged tea. Lipton Tea is
blend selected from various plantations around the world. First tea globally bear the “Rainforest
Alliance Certified Seal”
Product Life Cycle:
Introduction Growth Maturity Decline
Sales
Lipton
Tapal
Supreme
Tetley
Time
Product Classification:
• By market; consumer good
• By rate of use/tangibility; non-durable, purchased frequently
• By purchasing habit; convenience good
Branding:
Because of enormous competition in the market, companies are grappling with the task of
retaining their customers .In today’s globalized world, customers have complete and full
knowledge about various brands. “Lipton Tea” has been successful in establishing itself as an
international brand image of urbanization as well as fashion. Unilever uses celebrities to attract
white collars from around the world.
Target Audience:
Target Market
Target audience:
Lipton’s target audience is mothers and housewives.
Advertising Appeals :
Lipton tea will be using the emotional appeals to attract the customers.