WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

DADABHUOY INSTITUTE OF HIGHER EDUCATION

A REPORT ON

PRODUCT OF
Prepared by: Submitted to:

SHARIQ ABBASI MRS. NAZNEEN WASEEM

Due Date : 13th June, 11

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

DA

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

SYNOPSIS
INTRODUCTION : I have been assigned with the project titled, Why people choose Lipton in Tea Brands?
Lipton is a well known product of Unilever Pakistan.The company was established in 1948. Unilever Pakistan (70.4% Unilever equity) is the largest FMCG company in Pakistan, as well as one of the largest multinationals operating in the country. Good broad-based underlying sales growth of 3.5%. in the END OF THE YEAR 2009. Underlying volume growth of 2.3% accelerating through the year 2009.

Lipton is one of the great refreshment brands,having a wide range, including Lipton yellow label pack, Lipton yellow label value pack, lipton yellow label jar, lipton green tea, lipton green tea (jasmine), lipton green tea (mint) making a big splash in the beverages market; it is the epitome of international quality. Lipton Yellow Label's assurance of quality has helped it become the world's largest selling tea brand. Specially plucked from the best tea gardens of Kenya and blended to perfection - it is truly the gold standard in tea. The 100% International Blend - made with one of the best technologies available in the world, has been brought to you to provide the finest tea drinking experience. Tea is the world's favourite beverage and for many years people have believed tea to possess unique health-giving properties. Did you know that Globaly: 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. 45.75 billion Tea Bags are produced by Lipton Tea each year.

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

Factors which may made Lipton a Sip of users inspiration. AROMA is unique. Good Taste. Nice Color of Tea (Golden Yellow). Strong Advertisement Approach. Timely Feedback.

I find myself ready to research on the above topic by considering the above mentioned factors. This is a Explanatory Research Study report. Help in data acquisition was taken through Questionnare. BUDGET: Sample size is 500, costs approximately RS.1500 Move on expenditure, fuel Rs.3000 Printing of Report, RS 1500 TIMELINE: 6-months. Research Supervisor: Submitted by: Shariq Abbasi Name : MS Nazneen Waseem Enrolement no: BBA3/03-07/N001 Designation: Permanent Faculty Specialization: Marketing Organization: D.I.H.E Date: __________ References: through internet, by searching different articles. REMARKS: . .. ..

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

ACKNOWLEDGEMENT

First of all I Countless thanks to ALLAH Almighty for giving me such extraordinary abilities and making me privileged enough to take part in such activities and all respects and then I would like to thank my honorable MS. Nazneen Waseem. I express my heartiest gratitude to her. Her cooperation made this project a lot much easier. I also thank my class fellows for their cooperation in this task. This research has been a learning experience, as it has taught me the practical side of a complete new context of business; it involved creativity and utilization of my knowledge gained during the business studies; and helped me come into contact with many people from many different fields of business management.

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

ABSTRACT

Lipton is a Unilevers Product. In the Past Lipton was a famous Leaf tea. There was another tea brand named Lipton RICHBRUE. People liked it because of Reasonable price as compared to yellow label.

In Present Lipton Richbrue has been banned. But Lipton green tea is available. Its a very popular product.

In future Unilever may launch various sub brands of Lipton. They improve its aroma, taste and color so far we hope that company may reset the prices to give relief to the customers, users.

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

CERTIFICATE OF APPROVAL
The Research Report entitled of Why people choose Lipton in Tea Brands? is prepared and submitted by Shariq Abbasi has been approved dated 14-05-2010 and accepted as partial fulfillment of the requirement for the Degree of Bachelor of Business Administration.

Approved by: MISS NAZNEEN SIGNATURE: ___________ DATED: ___________ GRADE: ____

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

LETTER OF TRANSMITTAL
JUNE 14 RESPECTED MADAM,
Kindly, accept the accompanying work entitled Research Report Why people choose Lipton in Tea Brands? This was given on 14 June, 2011 This report is based on people preferences towards Lipton Tea and at what extent they likes/dislikes Lipton. In the course of this report I found some Good knowledge about Lipton , People giving views about Lipton to me with the help of a Questionnaire. I found some interesting knowledge about Lipton and its company by searching different Websites. This was a Pretty Good Experience for me to learn more. So, I would like to thank my Teacher Miss Nazneen Waseem for giving their Guidance, judgment and Support. Sincerely, SHARIQ ABBASI ___________________

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

TABLE OF CONTENTS
S.No
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18.

Particulars Title Page Synopsis Acknowledgement Abstract Certificate of Approval Letter of transmittal Statement of Need Research Objectives Introduction Literature review Research Methadology Statistical Analysis Swot Analysis of Lipton Results and Conclusions Recommendations Implementations. References Appendix

Page no. 1 2 to 4 5 6 7 8 10 11 12 to 15 16 to 20 21 22 to 32 33 34 to 38 39 40 41 42 to 43

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POSITIONING STATEMENT OF LIPTON YELLOW LABEL:

FOCUS CUSTOMERS:
For all age group people belonging to Middle, Upper Middle and Uppers.

STATEMENT Of NEED: Lipton Yellow Label is for themselves who want

Active and Refreshing lifestyles for themselves and their Families.

PRODUCT NAME:
LIPTON YELLOW LABEL

CORE BENEFIT PROPOSITION:

It has TASTE, COLOR, FLAVOUR and AROMA.

PRIMARY POINT OF DIFFERENCE:

Our product has high Ethical Value.

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RESEARCH OBJECTIVES
To find out which factors are Responsible to convince people for buying Lipton. To find out how far advertisement convince people for buying Lipton. To analyze the Market Share Picture and the Demand of Lipton Tea.

At what extent Brand Image of Lipton Works.

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INTRODUCTION

My Research topic is Why people choose Lipton in tea brands? Many years ago tea used to be a fashionable habbit. Its now our national habbit. Its a part of our culture. Part of our culture in a sense that guests are now preferred tea as a minimum. Guests also expect cup of tea as a minimum when they visit somebody. Lipton is a product of Unilever Pakistan so it is so important that first I introduce Unilever Pakistan Ltd.

Introducing Unilever Pakistan Ltd.

Unilever Pakistan (70.4% Unilever equity) is the largest FMCG company in Pakistan, as well as one of the largest multinationals operating in the country. The company had a turnover of Rs. 23.3 bn (Euro 309 mn) in 2007, and enjoys a leading position in most of its core Home and Personal Care and Foods categories, e.g. Personal Wash, Personal Care, Laundry, Beverages (Tea) and Ice Cream.

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The company operates through 5 regional offices, 4 wholly owned and 6 third party manufacturing sites across Pakistan.

Accountable to our stakeholders

Since the time Unilever Pakistan began its operations in 1948, the Company has been closely connected to the Pakistani people and its brands have been an integral feature in their daily lives. In fact, the nature of our business enables our brands to be the pulse and heartbeat of the 164 million people in Pakistan. This is a huge commitment, which makes us responsible and accountable to all our stakeholders and society as a whole and strengthens our resolve to:

Make a positive difference to the lives of low income consumers Create new opportunities for growth Improve the overall quality of life in Pakistan, by promoting education, nutrition, health and hygiene.

Unilever today
Our brands are trusted everywhere and, by listening to the people who buy them, we've grown into one of the world's most successful consumer goods companies. In fact, 150 million times a day, someone somewhere chooses a Unilever product. Look in your fridge, or on the bathroom shelf, and you're bound to see one of our wellknown brands. We create, market and distribute the products that people choose to feed their families and keep themselves and their homes clean and fresh. People's lives are changing fast. As the way we all live and work evolves, our needs and tastes change too. At Unilever we aim to help people in their daily lives. So we keep developing new products, improving tried and tested brands and promoting better, more efficient ways of working. We have a portfolio of brands that are popular across the globe - as well as regional products and local varieties of famous-name goods. This diversity comes from two of our key strengths:

Strong roots in local markets and first-hand knowledge of the local culture. World-class business expertise applied internationally to serve consumers everywhere.

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Focusing on performance and productivity, we encourage our people to develop new ideas and put fresh approaches into practice. Hand in hand with this is a strong sense of responsibility to the communities we serve. We don't only measure success in financial terms; how we achieve results is important too. We work hard to conduct our business with integrity - respecting our employees, our consumers and the environment around us. Unilever is one of the world's leading suppliers of fast-moving consumer goods. Here are some recent highlights from our three global divisions - Foods, home care and personal care.

ISION Statement Of

We work to create a better Future every day

ission Statement Of
Add vitality to life

The following is the mission of Unilever Pakistan Limited: We are the leading consumer products company in Pakistan, a multinational with deep roots in the country. We attract and develop highly talented people who are excited, empowered and committed to deliver double-digit growth. We serve the everyday needs of all consumers everywhere for foods, hygiene and beauty through branded products and services that deliver the best quality and value. We strive to remain an ever simple and enterprising business.

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We use our superior consumer understanding to produce breakthrough innovation in brands and channels. Our bands capture the hearts of consumers through outstanding communication. Through managing a responsive supply chain, we maximize value from suppliers to customers We are exemplary through our commitment to business ethics, Safety, Health, Environmentalist and involvement in the community.

bjectives Of

The objectives of the Unilever are; To meet the everyday needs of people everywhere to anticipate the aspirations of consumers and customers and to respond creatively and competitively with branded products and services, which raise the quality of life. Total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness to embrace new ideas and learn continuously. To maintain highest standards of corporate behavior towards employees, consumers and the societies and world to acquire success.

Company deals only in those products that are profitable. If there is any indication that any product is not profitable company analyzes the reasons and step are taken to overcome the reasons. Company introduces different marketing strategies if there are problems in marketing. Company also takes into consideration the welfare of the consumers. It takes into account the taste and habits of the consumer. It also works for the welfare and interest of Pakistan in the following terms: Contribution to GDP. Less dependence on import through local manufacturing. Foreign exchange earnings through exports.

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LITERATURE REVIEW
Sir Thomas Lipton created his company in the late 19th century, he bought his first tea estate in Ceylon. Over a hundred years on, Lipton now possesses thousands of acres of quality tea gardens in East Africa. Building on the experience of over a century in growing and blending tea, Lipton has kept alive Sir's Thomas's love of innovation and expertise. Unsurprisingly, Lipton produces the world's number one tea today. Learn all about Lipton's rich history and expertise.

LIPTON'S HISTORY:
Sir Thomas Lipton, born in Glasgow, Scotland in 1850, created such a marketing empire that within a few decades his name became inextricably linked with quality tea.

Thomas Lipton:
In 1890 he set sail for Ceylon in search of the world's finest tea. There he turned the growing of tea into a subtle and noble art, blending teas to create unique and refreshing flavors, that brought him fame and fortune. 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 reasonably priced. Lipton's entry in the tea business was tremendously successful. Lipton Teas were an immediate success in the UK. Sold in three qualities, the top quality, 'Quality No' 1', was sold in a Yellow pack with a red Lipton shield, which to this day typifies the Lipton Yellow Label brand. Lipton teas were also introduced in the US, where success was slower to come as the Americans proved to be resisting tea. His passion for perfecting the finest blends of teas took him to the most far flung reaches of the British Empire and earned him the privilege of supplying tea to Queen Victoria as well as to many of the European royal families. At the end of the 19th century he had 300 clerks in London where he had moved his business to from Glasgow in 1891/2, 5000 hands in Ceylon and 150 shops all over England. To this day, we are pursuing Sir Thomas's aim to make Lipton teas available to consumers around the world. The Lipton teas are his heritage and they are more popular than ever. Sir Thomas Lipton was the first true modern advertiser, ahead of his time. Thanks to him, Lipton is now World Leader and present in more than 150 countries.

WE KNOW OUR TEA:

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GROWING OUR OWN TEA:

What makes Lipton s expertise so unique is that the company not only buys tea on the open market, but also has had its own plantations since 1890 when Sir Thomas Lipton bought his first tea estates in Ceylon. Lipton only uses the top leaves of the tea plant. These are the youngest, most tender and most flavorful leaves that produce the best, highest-quality cup of tea. But how do you get the best leaves? At Lipton, we grow our own. We have our own tea estates in Kenya and Tanzania. We also conduct extensive research programs at our estates to improve growing and harvesting practices so you enjoy a dependably delicious cup. With our own estates, were able to sustain Sir Thomas Liptons mission of constantly seeking new and improved ways of delivering the best tea experience. We also source teas from as many as 35 countries to ensure a consistent taste and an uninterrupted supply. These teas have to be the best of the best to satisfy our tea experts.

THE ART OF TEA BLENDING:

Everyone has his favorite tea, appreciated for its unique taste and aroma. And we buy it regularly because we are sure of its quality and taste. The secret of consistent high quality lies in tea blending. Blending tea gives it subtle tones and flavors. In fact, in one Lipton tea bag, there may be as many as 30 different types of teas. Blending tea is an art-form. No two teas are ever the same, even if they're from the same estate. Tea plucked and manufactured on a wet day, for example, is different from that produced on a dry day. As a result, it is not unusual for a tea garden to produce teas of different qualities throughout the course of a single season. Like wine, the quality of tea varies enormously according to country of origin, weather conditions, altitudes and the structure and quality of the soil. At LIPTON, we have a team of fully trained Tea Tasters skilled in the art and science of tea. It is the role of the Tea Taster to make sure teas are blended perfectly to meet our standards of quality. Lipton Yellow Label is blended in specialized tasting rooms in 7 tea blending regional hubs scattered all over the world- by a small group of professional Tea Tasters, who between them have over 150 years of tasting and blending experience.

REINVENTING TEA:

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Lipton has invested extensively in tea-based beverage R&D to develop a world class innovation program that is unrivalled in its breadth and scope in the tea industry. Sir Thomas J. Lipton pioneered many practices in tea manufacturing and the company he founded has continued this tradition of quality and innovation. 1890: First manufacturer to buy his own tea estates to ensure quality and consistency 1890: First manufacturer to sell tea exclusively in packages 1906: Created first British blend of tea to be imported into Japan. 1910: First to use printed tags with brewing instructions 1944: Brisk tea launched in US 1954: LIPTON introduces the Flo-Thru double-chamber teabag 1964: LIPTON Iced tea mix introduced in the US 1972: LIPTON Iced tea in a can introduced in the US 1992: Pepsi- Cola and LIPTON announce a joint partnership 1999: LIPTON Cold Brew launched in the US, iced tea prepared with real tea in cold water 2000: LIPTON launches pyramid bags in Japan 2001: LIPTON Milk Tea Launched in Hong Kong 2004: LIPTON announces global joint-venture with Pepsi : Pepsi-Lipton International 2006: Launch of LIPTON Linea in France More than 100 years of firsts and innovations has enabled Lipton to bring more tea enjoyment to more people in the world than any other tea company. Sir Thomas would be proud. But he wouldnt let us stop here. In that spirit of tireless inventiveness, research and discovery, Lipton is helping to shed more light on the exciting health benefits of brewed black and green tea, in particular their key components such as flavonoids and catechins as well as theanine.

STAY HEALTHY:

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Suggests that tea which contains goodies including flavonoids, may help maintain your health. So tea can truly be part of your healthy lifestyle. Take a closer look at The Power of the Leaf. Just step inside to discover the possibilities.

TEA AND HYDRATION:

A healthy adult should try to drink 8 cups of fluid every day. That's about 2 litres. Did you know 2 or 3 cups of tea a day can help give your body the fluid it needs? Unsweetened tea brings you the purifying effect of water, which helps remove toxins from the body.

Myth :
Some people think tea, or other drinks containing caffeine, have a diuretic effect (make you pass water more often) which would lower your bodys hydration level.

Truth :
Scientists have looked at how drinking caffeine affects fluid balance. Here's what they found: If you have a very large amount of caffeine in a single serving, the equivalent to the amount found in 5-8 cups of tea, you pass more water. If you have single servings of caffeine (at the levels you find in a cup of tea) it has little or no effect Regular caffeine users become habituated to the effects of caffeine, diminishing its action.

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TEA AND BODY PROTECTION:

A large number of studies suggest that tea may help address key health issues.

Tea and Heart Health:

A heart healthy diet typically contains flavonoid rich foods. Studies have also shown that tea can improve endothelial/ blood vessel function.

TEA AND MENTAL PERFORMANCE:

A large number of studies suggest that tea may help address key health issues.

Theanine
L-Theanine is naturally present in tea. The amount in just 2-3 cups has been shown to stimulate alpha brainwaves which are associated with a relaxed but alert state of mind. Alpha brain waves are thought to be important when youre juggling different tasks simultaneously. When faced with distraction, L-theanine helps you concentrate on the task at hand.

Caffeine:
Tea also contains caffeine, which has been demonstrated to increase alertness and reduce fatigue. Caffeine makes you feel energised. The combination of theanine and caffeine in tea makes you feel relaxed but alert and helps you focus. Tea stimulates the autonomous nervous system and gives the body a gentle physical boost. This effect is thought to be driven by the caffeine the tea contains. Intakes of 2.1 mg/kg caffeine corresponding to 147 mg caffeine for a 70 kg person, ingested prior to prolonged exercise delays fatigue. This level of caffeine can be achieved with consumption of approximately 3 cups of tea.

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RESEARCH METHODOLOGY:
My Research type is basic.

COLLECTION OF DATA: PRIMARY DATA:

Primary data can be collected through Questionnaires and Interview.

SECONDARY DATA: . Secondary data can be collected from different websites and articles. SAMPLING:
Random sampling is used.

SAMPLE FRAME:
Tea users in Karachi more than 80,000. We collected the data from D.H.A to Liyari. We tried to cover approx all the areas in Karachi.

SAMPLE SIZE:
200 Questionnaires.

TYPE OF RESEARCH:
Descriptive Research Study. (Qualitative Research)

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STATISTICAL ANALYSIS
Q-1
Statistics Do you use tea? N Valid Missing Mode 200 0 Do you use tea? 1 Frequency Percent Valid Percent Valid Yes No Total 178 22 200 89.0 11.0 100.0 89.0 11.0 100.0

Cumulative Percent 89.0 100.0

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Q-2
Statistics Identify the tea brand you are using now a days? N Valid 178 Identify the tea brand you are using now a days? Missing 22 Frequency 1 Percent Valid Percent lipton tapal supreme Total Missing Total System 139 28 11 178 22 200 69.5 14.0 5.5 89.0 11.0 100.0 78.1 15.7 6.2 100.0

Mode Valid

Cumulative Percent 78.1 93.8 100.0

Q-3

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

Statistics What is the brand image about lipton in your mind? N Valid Missing Median Range 139 61 5.00 4

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What is the brand image about lipton in your mind? Cumulative Frequency Valid so so good better best Total Missing Total System 3 18 32 86 139 61 200 Percent 1.5 9.0 16.0 43.0 69.5 30.5 100.0 Valid Percent 2.2 12.9 23.0 61.9 100.0 Percent 2.2 15.1 38.1 100.0

Q-4

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Statistics How many times you use Lipton round the clock? N Valid Missing Mode 139 61 How many times you use Lipton round the clock? 3 Cumulative Frequency Valid one time two times more than two times Total Missing Total System 44 36 59 139 61 200 Percent 22.0 18.0 29.5 69.5 30.5 100.0 Valid Percent 31.7 25.9 42.4 100.0 Percent 31.7 57.6 100.0

Q-5

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

Statistics Do advertisement convince you to buy lipton? N Valid Missing Median Range 139 61 4.00 4 Do advertisement convince you to buy lipton? Cumulative Frequency Valid least convinced little convinced moderate convinced convinced Highly convinced Total Missing Total System 7 15 40 38 39 139 61 200 Percent 3.5 7.5 20.0 19.0 19.5 69.5 30.5 100.0 Valid Percent 5.0 10.8 28.8 27.3 28.1 100.0 Percent 5.0 15.8 44.6 71.9 100.0

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Q-6

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

Statistics At what extent you are satisfied with the Lipton Brand? Rate it N Valid Missing Median 139 61 3.00

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At what extent you are satisfied with the lipton Brand? Rate it Cumulative Frequency Valid satisfied very much satisfied Total Missing Total System 23 116 139 61 200 Percent 11.5 58.0 69.5 30.5 100.0 Valid Percent 16.5 83.5 100.0 Percent 16.5 100.0

Q-7(a)

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

Statistics

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How do you feel after using Lipton? (a) How much you are active rate it? N Valid Missing Median Range 139 61 3.00 1 How do you feel after using Lipton? (a) How much you are active rate it? Frequency Valid active very much active Total Missing Total System 38 101 139 61 200 Percent 19.0 50.5 69.5 30.5 100.0 Valid Percent 27.3 72.7 100.0 Cumulative Percent 27.3 100.0

Q-7(b)

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

Statistics

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How do you feel after using Lipton? (b) How much you feel freshness rate it? N Valid Missing Median Range 140 60 3.00 1

How do you feel after using Lipton? (b) How much you feel freshness rate it? Cumulative Frequency Valid freshness more freshness Total Missing Total System 33 107 140 60 200 Percent 16.5 53.5 70.0 30.0 100.0 Valid Percent 23.6 76.4 100.0 Percent 23.6 100.0

Q-7(c)

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

Statistics

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How do you feel after using Lipton? (c) How much are you relaxed rate it? N Valid Missing Median Range 139 61 3.00 1

How do you feel after using Lipton? (c) How much are you relaxed rate it? Cumulative Frequency Valid relaxation max relaxation Total Missing Total System 39 100 139 61 200 Percent 19.5 50.0 69.5 30.5 100.0 Valid Percent 28.1 71.9 100.0 Percent 28.1 100.0

Q-8
Statistics Rate the quality lipton gives you?

Valid Missing

139 61 3.00 1

Median Range

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

Rate the quality lipton gives you? Cumulative Frequency Valid average high quality Total Missing Total System 15 124 139 61 200 Percent 7.5 62.0 69.5 30.5 100.0 Valid Percent 10.8 89.2 100.0 Percent 10.8 100.0

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Q-9
Statistics

What would you do if lipton is not available at one shop? N Valid Missing Mode 139 61 1

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS?

What would you do if lipton is not available at one shop? Cumulative Frequency Valid go to another shop in search of lipton buy another brand do nothing Total Missing Total System 6 8 139 61 200 3.0 4.0 69.5 30.5 100.0 4.3 5.8 100.0 125 Percent 62.5 Valid Percent 89.9 Percent

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89.9

94.2 100.0

SWOT ANALYSIS:
All organizations should understand their operating environment as it allows them to take advantage of the opportunities and assure about threats. The following analysis illustrates the environment of Pakistan in which Lipton Yellow Label will be operating:

STRENGTHS:

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Experienced and Quality Management. Strong Ethical Value (Culture & Heritage). Strong Supply Chain Management. Strong Financial Position. Good Company Image in the Market. High Quality Man Power. Brand Recognition. Help people getting more out of Life. Easy Accessibility.

WEAKNESSES:
High price of the Product (Lipton) Substitute Products are available in the Market.

OPPORTUNITIES:
Brand (Lipton Yellow Label) is the necessary Part of our Life. Opportunities at Research and Development Sector. Makes people Active.

THREATS:
Strong Competition in Urban Areas. Political Condition in Pakistan may be obstacle to Exports. High Inflation Rate in Pakistan can negatively effect the brand.

RESULTS & CONCLUSIONS Q-1:

Tea consumers:

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Total Participants who consume tea are 89%. Remaining which dont use tea are 11%

So it is a big market and much more can be done in this field.

Q-2:
Lipton Tea Consumers:
70% participants uses Lipton out of total participants which is 89%.

So Lipton is very popular and people liked it very much.

Q-4:
As far as brand image is concerned:
43% responded it the best.

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS? 16% responded it better. 9% responded it good. Declaring it Ok and So So are negligibly Small i.e 1.5%.

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Conclusion is that brand image of Lipton among people is Good.

Q-5:
Frequency of using Lipton Round the Clock:
29.5% responded that they use Lipton more than 2 times.

24.5% responded that they use Lipton two times a day. 18% responded that they use Lipton Once in a day.

Q-7:
As far as advertisement is concerned:
20% responded that they moderately convinced by the

advertisement of Lipton.

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19.5% responded that they are highly convinced by the advertisement of Lipton.

19% responded that they are convinced by the advertisement of Lipton. 7.5% responded that they are little convinced by the advertisement of Lipton. 3.5% responded that they are least convinced by the advertisement of Lipton.

Q-8:
Satisfaction level:
Participants showed high satisfaction are 58%. Participants showed satisfaction are 11.5%.

So it means that majority of consumers of Lipton are highly satisfied.

Q-9:
After using Lipton Tea:

(a)
50.5% responded that they feel very active.

19.5% responded that they feel active.

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No complaint has been recorded regarding activeness.

(b)
53.5% responded that they feel more freshness.

16.5% responded that they feel freshness. No complaint has been recorded regarding freshness.

(c)
50% responded that they are very much relaxed after using Lipton.

19.5% responded that they feel relaxation after using Lipton.

No complaint has been recorded regarding Relaxation.

So it means that peoples remain fresh, active and relaxed after using Lipton Tea.

Q-10:
Lipton Quality Wise:
62% participants declaring that Lipton has high Quality Product. Other 7.5% participants are showing that the quality is average.

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So it means majority of people considering that its a high quality product.

Q-11:
Availability factor:
63% of participants go to another shop if Lipton is not available at one shop. 3% would buy other brand. While 4% will wait till supply comes.

RECOMMENDATIONS:

1. They should reduce the Price of Lipton. 2. They should improve their Sales Promotion Activities.

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS? 3. Lipton can gain further more market by introducing Sachets. 4. They can attain a large no. of people by making their product

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hygienically assured.

IMPLEMENTATIONS

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IMPROVEMENT IN SALES PROMOTION ACTIVITIES:

It is proposed that,

The company should launch Sub brand of Lipton with reduced price

along with sachets packs and those FREE SHACHET SHOULD BE DISTRIBUTED AMONG PUBLIC Places, so as a result people should aware the taste n flavor of new product fast and easily.

The Company should use MORNING SHOWS on tv for the

launching of new sub brands of Lipton with change in taste, flavour and aroma. So Morning Shows are watched by large no. of People. So it will prove good for the company.

In winter, Lipton (new sub brands) stalls should be installing for the

sale promotion and offer a free cup of tea to the families visiting the shopping center.

REFERENCES:

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www.unilever.com.pk www.wikipedia.com http://www.facebook.com/LiptonPakistan?sk=wall

Unilever Pakistan Limited (Annual Report 2010)

It will be Highly unjustified if I do not mention the name of, Mr. Syed Amir Ausaf (Team Leader Imports and Stock Accounting Unilever Pakistan)

APPENDIX

Questionare

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Name: ________________ Age: ________________

Occupation: _______________ Income: _______________

Address: __________________________________

Q-1: Do you use tea? (a) Yes

(b) No

Q-2: Identify the tea brand you are using now a day? (a) Lipton (b) Tapal (c) Supreme Q-3: How many times you use tea round the clock? (a) One time (b) Two times (c) More than two times. Q-4: In choosing Lipton, indicate the importance you attach to each of the following aspects by allotting points for each to total 100 in all. Taste ____ Aroma ____ Color ____ Packaging ____ Total Points: 100 Q-5: At what extent advertisement convince the people buy Lipton? (5 is for max) & (1 is for minimum)

Max.----------------------------min.

Q-6: At what extent you are satisfied with the Lipton Brand? Rate it

4 Very much Satisfied

3 satisfied

2 less satisfied

1 not satisfied

Q-7: How do you feel after using Lipton? (a): How much you active rate it? (4 for max and 1 for min) 4 3 2 1 (b): How much you feel freshness rate it? (4 for max and 1 for min) 4 3 2 1

WHY PEOPLE CHOOSE LIPTON IN TEA BRANDS? (c): How much you relaxed rate it? (4 for max and 1 for min) 4 3 2 1 Q-8: Rate the Quality Lipton gives you? 3 2 1 High quality Average Low quality Q-9: What would you do if Lipton is not available at one shop? (a) Go another shop (b) Buy other brand (c) Do nothing in search of Lipton Q-10: In your opinion what is the standard of a good tea? Ans: ___________________________________________________________ ____________________________________________________ ___________________________________________

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