INTRODUCTION:

Lipton is a British brand of tea, owned by Unilever. Lipton was also a supermarket chain in
the United Kingdom before it was sold off to Argyll Foods, to allow the company to focus
solely on tea. The company is named after its founder Thomas Lipton. The Lipton ready-to-
drink beverages are sold by Pepsi Lipton International, a company jointly owned by Unilever
and PepsiCo, the owners of the namesake product Pepsi.
BRAND INTRODUCTION:

The origins of Lipton Tea lie with our spirited founder, Sir Thomas Lipton. After opening his
first grocery shops in Glasgow in 1871, he bought tea fields in Ceylon (now Sri Lanka) in 1890.
The Lipton tea business was acquired by consumer goods company Unilever in a number of
separate transactions. Like most branded teas, Lipton teas are a blend selected from many
different plantations around the world, from well-known producing countries such as Sri
Lanka, India, Kenya, and China. Lipton Yellow Label is blended from as many as 20 different
teas.
BRAND RANGE:

Lipton yellow label, Lipton iced tea, Lipton brisk, Lipton pyramid tea, Pure leaf
BRAND POSITIONING:

The single idea behind the Lipton tea is “Light premium priced tea with best quality”. Later
they re-positioned their selves to addressed the local customers “Chae chaye ko c janab,
Lipton hi tou hmm lajawwab”

VALUE PROPOSITION:
The core benefit proposition of Lipton yellow label is that it has:

 taste
 flavor
 color
 aroma

CONSUMER:

CUSTOMER:

Number of people familiar with tea around the world

MACRO ENVIRONMENT FACTORS
Microenvironment factors are all the societal factors, which affect the company; these include
demographics, economic, natural, technological, political and cultural forces.
1. Demographics
Generally people consume 2-4 cups of tea per day. The demographics include

 Age
 Location
 Gender
 Race
 Occupation.

The potential market of Lipton is the people aged 10-60; it does not target the children.
2. Economics Forces

Economic forces in a macro environment are:

 Economic growth rate

 Unemployment rate
 Inflation rate
 Interest rates
 Infrastructure quality
 Business cycle stage (e.g. prosperity, recession, recovery)

3. Cultural Factors

Pakistan has produced unique cultural of its own type.

 Values
 Norms
 Cross culture

TRADE/CHANNELS:

Lipton yellow label being a consumer good follows an intensive and selected distribution
policy in the placement of its products it tries to reach its consumers anywhere and
everywhere.
Distribution places:
More than 150,000 outlets in Pakistan including:
Super stores
General stores
Grocery stores
Discount stores
Departmental stores
DISTRIBUTOR:

650distribution channels, 3majors unit’s manicuring in Karachi, Raheem yarkhan and

khaniwal. In Karachi the distributors are:

 LOTUS Food PVT Ltd

 Ali Gohar & Company
 Venus Pakistan Ltd
 Al-Qadeer Corp.

CORPORATE:

REGULATOR:

SHOPPER:

BRAND SCA:
The success of company is based on the quality of the products. The firm adopted a red ocean
strategy of production since it aims to fight and beat the competition. Lipton Brand
Sustainable Competitive Advantage is that
“They have the products diversity and persistent innovation of manufacture processes which
is the power of our Brand. Lipton Tea production is based on the usage of the high-quality
Unilever estate leafs, which contributes to the establishment of effective business
maintaining.”

BRAND ANALYTICS:
MARKET CHALLENGES:

MARKET GROWTH DIVERSE:

BRAND CHALLENGES:

BRAND GROWTH DIVERSE:

PRICING:

COMPETITIVE LANDSCAPE:
BRAND STRATEGY:
LEARNING TO DATE:

STRATEGIC OUTLOOK:

BRAND STRATEGY:

STRATEGIC MAP:

MARKET INSIGHTS:

BUDGET ALLOCATION:

PRODUCT LIFE CYCLE: