Lipton-A Quest for Vitality

TABLE OF CONTENTS
Industry Background:......................................................................................................................................... 3 Market Profile .................................................................................................................................................... 3 Market Forecast ................................................................................................................................................. 3

BEVERAGES MARKET.....................................................................................................................................4 OVERVIEW OF THE TEA INDUSTRY..........................................................................................................5 COMPANY BACKGROUND:............................................................................................................................8 LIPTON, THE BRAND:......................................................................................................................................8 MANAGEMENT PROBLEM:............................................................................................................................9 PROBLEM STATEMENT:.................................................................................................................................9 RESEARCH OBJECTIVES:............................................................................................................................10 APPROACH TO THE PROBLEM: ................................................................................................................10 RESEARCH QUESTIONS:...............................................................................................................................11
Hypotheses:...................................................................................................................................................... 11

INFORMATION REQUIREMENTS:.............................................................................................................11 POTENTIAL USES OF FINDINGS: ..............................................................................................................12 RESEARCH METHODS AND PROCEDURES............................................................................................13
Research Type:................................................................................................................................................. 13 Data Type:........................................................................................................................................................ 13 Method of research:.......................................................................................................................................... 13 Population Description:.................................................................................................................................... 13 Instruments used:.............................................................................................................................................. 14

QUALITATIVE RESEARCH:.........................................................................................................................15
Initial Focus Group:.......................................................................................................................................... 15 Key findings: ................................................................................................................................................... 15 Formal Focus Groups:...................................................................................................................................... 15 Key Findings:................................................................................................................................................... 16

QUANTITATIVE RESEARCH:......................................................................................................................17
Survey design................................................................................................................................................... 17 Sampling method.............................................................................................................................................. 17 Survey administration method: ....................................................................................................................... 17 Fieldwork:........................................................................................................................................................ 18 Non-response error:.......................................................................................................................................... 18 Participant selection process:........................................................................................................................... 18 Ensuring validity and reliability: ..................................................................................................................... 18 Editing:............................................................................................................................................................. 19 Coding:............................................................................................................................................................. 19

DATA ANALYSIS..............................................................................................................................................19
Activities associated with vitality....................................................................................................................19 Vitality definition ............................................................................................................................................ 23 Need of vitality during a day............................................................................................................................ 23 Reasons for needing vitality............................................................................................................................. 25 Category of activity most representing vitality................................................................................................26 Exploring outdoors........................................................................................................................................... 27 Hanging out with friends.................................................................................................................................. 28

Lipton-A Quest for Vitality

Spending time with family............................................................................................................................... 29 Sports................................................................................................................................................................ 30 Being Adventurous........................................................................................................................................... 31 Personal achievement....................................................................................................................................... 32 Expression of vitality........................................................................................................................................ 32 Brands that represent vitality............................................................................................................................ 34 Tea consumers.................................................................................................................................................. 35 Mostly used brands........................................................................................................................................... 36 Hypothesis 1 .................................................................................................................................................... 37 Degree of vitality in Liptons advertising........................................................................................................ 42

LIMITATIONS:..................................................................................................................................................44 CONCLUSION:..................................................................................................................................................45 ..............................................................................................................................................................................46 RECOMMENDATIONS:..................................................................................................................................47 BIBLIOGRAPHY ..............................................................................................................................................48

Introduction

Lipton-A Quest for Vitality

Industry Background:
Food and drinks forecast 2004 for Pakistan by the Economic Intelligence Unit (EIU) states that more than 50% of the household expenditure of an average Pakistani family is on food, drinks and tobacco. The forecast also predicts that this spending will rise from US$28.3bn in 2003 to US$44.9bn in 20081. Although the food, drinks and tobacco consumption will most increase, the tea market is guesstimated to decrease from 1 kg per head to 0.7 kg per head as can be seen in the tables below:

Market Profile

Market Forecast

Beverages Market

Asia and Australia: Food, Beverages and Tobacco The Economic Intelligence Unit Limited, 2004, www.eiu.com

Lipton-A Quest for Vitality The trend in the beverage market of Pakistan of market value share/growth is depicted in the table given below: Pak. Rupees.(in million)
1998 1999 Share 2000 Share 2001 Share 2002 Share 2003 Share

% Tea (UPL) % Growth Total Tea % Growth CSDs % Growth Coffee % Growth Juices % Growth Bottle Water % Growth Total % Growth 12, 640 29, 960 15, 990 265 2,5 40 10,3 65 18% 25,0 00 16% 19,2 00 20% 300 13% 2,55 0 0% 935 1,10 0 18% 49, 390 48,1 50 -3% 100 2.3 5.3 0.6 21.5 11,6 15 12% 51.9 26,5 75 6% 39.9 19,8 00 3% 350 17% 2,45 0 -4% 1,30 0 18% 50,4 75 5%

% 23 12, 500 8% 52.7 27, 355 3% 39.2 22, 460 13 % 405 16 % 2,4 00 -2% 2.6 1,6 00 23 % 54, 220 7%

% 23.1 13,3 85 7% 50.5 27,2 85 0% 41.4 22,5 70 0% 0.7 465 15% 4.4 2,30 0 -4% 3.0 2,00 0 25% 100 54,6 20 1%

% 24.5 7 50.0

% 14,30 25.2 5 27,08 47.7 0 -1% 24,49 43.2 0 9% 535 15% 0.9

41.3

0.7

0.9

4.9

4.2

2,250 4.0 -2%

3.7

2,400 4.2 20%

100

100

56,75 100 5

As can be seen by the table given above tea is the market leader in the beverage market and is expected to retain its growth position in the future. However, the growth rate of the CSDs (Carbonated Soft Drinks) is much faster than tea whose expected growth rate has become stagnant.

Lipton-A Quest for Vitality The pie chart below shows 2003 value shares of the Pakistani beverage market. Total Value Rs. 47,950 billion Does not include one step preparation drinks (i.e. Energile, Squashes etc.), milk and

1%

5%

3%

Coffee Juices Bottled W ater

50%

41%

CSD T ea

non-commercial water.

Overview of the Tea Industry

Tea is considered to be an essential consumption item in many countries of the world, including Pakistan. The history of tea drinking in the subcontinent can be traced far back. It is said, that tea was introduced with the arrival of the British in the Subcontinent and became popular in the region during the British rule. The British people were clever enough to use a powerful slogan, which remained in the minds of the people. They said, In winters it provides warmth and in summers, it gives freshness.

Lipton-A Quest for Vitality

S H AR E O F T H R O AT
10% 3% 0%

CS D B ottled W ater Juic es Tea

1% Coffee

86%
Total Value Rs. 54,475 million Does not include one step perpetration drinks.

Market Shares
19% 37%

Loose Mushroom LBPL Tapal

41%

3%

At present there are two kinds of tea available in the market: branded and unbranded (loose) tea. Therefore, the importers are also of two types, though both import tea from the same countries. Bulk importers sell tea to retailers in loose form, while the second category of bulk importers sell packaged tea under brand names. Total tea market in terms of volume in Pakistan is 116000 tones major players being Lipton, Tapal (family mixture, Danedar), Supreme and newcomers including Tetley and mushroom brands. Lipton being more urban-centric focusing on main cities while

Lipton-A Quest for Vitality Supreme, A1 and Pearl Dust (Lever brands) are more rural focused (interior Punjab and Sindh area). All tea in Pakistan is imported. Therefore, tea, a traditional hospitality item in Pakistan, consumes a large amount of foreign exchange. Tea imports through legal route account for about 200 million US dollars per year and is growing. Another 60 million kilograms of tea or nearly half as much of total consumption of tea is smuggled, that is imported illegally 2. According to official sources, Pakistan consumed 148 million kg in 2002, 60% of which reached the consumer as branded products. Annual black tea consumption in Pakistan is 0.9 kilogram per head; slightly less than British consumption is 1.25 kilogram per person3. Pakistan is the worlds second largest importer, after Great Britain, and may become the largest importer due the increase in population and unabated increase in tea consumption. Tea drinking, over time, has doubled mainly because other drinks, especially fresh milk, have virtually disappeared as dairy production was neglected. Another reason is high population growth per year. About 50% of tea imports are consumed in Punjab, 30% in the NWFP, 16% in Sindh and 4% in Baluchistan.3

B randed Tea M arket - P ack Form at

1 % 1% 3

T eabags S achets S P oft acks

5% 2 3% 4

Cartons

2 3
3

Fifty Great Years in Pakistan, Lever Brothers Pakistan Limited, pp. 46 Ibid

Lipton-A Quest for Vitality

Company Background:
Unilever Pakistan Limited was established some fifty years ago in the then newly created Pakistan. The town of Rahim Yar Khan was the site chosen for setting up a vegetable oil factory in 1958 and that is where the first manufacturing facility was developed. Today, Unilever Pakistan is a force to reckon with. Its contribution to Pakistan's economic development cannot be overestimated. Now operating five factories at different locations around the country, the company contributes a significant proportion of the country's taxes. It employs a large number of local managers and workers. It provides a pool of well-trained and highly motivated manpower to other segments of the company and has introduced new and innovative technologies into the country. Unilever is dedicated to great brands that help people look good, feel good and get more out of life. At the same time it's a company that tries to act responsibly towards its communities and the environment. It aims to add vitality to life. It's a big ambition, but it's always been right at the heart of the business. Unilever Foods Vitality Mission is stated as To be the worlds best food company by adding vitality to life, empowering people to enjoy food, enjoy health, enjoy life Unilever produces and markets four brands of tea, Lipton Yellow Label, Brook Bond Supreme, Lipton Pearl Dust and Brook Bond A1. All the brands are strategically positioned so each one caters to a different market and cannibalization is kept at a minimum. Unilever owns two tea factories of which two are situated in Karachi one in West Wharf area and the other in Khanewal, Punjab. The Khanewal factories once belonged to Brook Bond, while the West Wharf tea factory was inherited from Lipton when it was merged with UPL.

Lipton, the Brand:

Lipton is one of the world's great refreshment brands. In the global beverages market it has introduced tea-based drinks including leaf tea, infusions, ready-to-drink tea and other healthy, refreshing alternatives to soft drinks. Lipton is growing fastest in ready to drink teas including the international Lipton Ice Tea range, the Lipton Brisk range in North America and a range of Lipton ready to drink teas in Asia which can be served hot or cold. Other recent flavor innovations cater to changing tastes, for example green teas and the Lipton Fusion blends of iced tea and exotic fruit juice varieties. Leaf tea remains a favorite in many markets. Liptons innovations include Lipton pyramid tea bags that give the leaves more room to move and Lipton cold brew tea bags that allow iced tea to be freshly brewed in cold water in just five minutes. Available in over 110 countries, Lipton is particularly popular in Europe, North America and the Middle East and parts of Asia.

Lipton-A Quest for Vitality Lipton was first introduced in Pakistan in 1948. Tea was sold in tin packs at the time. The year 1989 was a major milestone in Unilevers history. The tea giant Lipton was merged with Lever Brothers that year in Pakistan, five years after the international takeover of the Lipton company by Unilever. In Pakistan Lipton has been able to build a strong brand name for itself over the years and continues to be a formidable presence amongst other players in a strong tea-drinking nation. Its brand teams main focus has been to steadily reposition the brand so that Lipton starts being perceived as a brand full of vitality such that a consumers contact with the brand results in experiencing vitality. And this can only be done through integrated communication messages sent to consumers over time via various mediums out of which the most effective and efficient is advertising. Currently Lipton targets young minded people aged 18-30 from urban cities, belonging to A+, A and B SEC. Advertisement and other promotional support reflect the same. Liptons stance on vitality has been tackled in advertising that typically encompasses the Lipton world of brightness, sociability, vitality and fun. Situations shown in advertisement are set at an aspirational level to reflect the brands premium image.

Management Problem:
The Brand Team feels that vitality is an ambiguous term as it may hold various meaning to different people. Vitality can mean extreme sports like skydiving to an American or a European consumer while it may mean dancing or singing to an Indian consumer. The Brand Teams aim is to understand what vitality means to the Pakistani consumer in terms of broad based situations and to some extent even specific events. The Brand Team wants to find out if their target market actually feels that Lipton as a brand represents vitality. The brands recent advertising has been focusing on situations that represent vitality that is especially made keeping the younger audience in mind. In order for the Brand Team to know whether the message has driven home they would like to find out what opinion the target market holds regarding advertising. In order to establish an emotional connect with the target market, the Brand Team would like to understand what type of situations Pakistani consumers find synonymous to vitality so that they can use these situations in Lipton advertisement to further solidify Liptons positioning. For this purpose our research has a two-pronged focus; firstly to find out target markets attitude towards the brand, its advertising and the measurement of their attitude. And secondly, to uncover situations that consumers deem as full of vitality so that future advertisement can be made to be more in line with vitality.

Problem Statement:
Do Lipton and its advertising represent vitality? What does vitality mean to the Pakistani consumer and how is it interpreted? 9

Lipton-A Quest for Vitality

Research Objectives:
1. To collect attitudinal data of the consumers perception relating to the current positioning of Lipton (via communication). 2. To collect data to discover which brands in the market seem to represent Vitality. 3. To collect data to find out what vitality means to consumers in terms of situations. 4. What situations can be used in Liptons advertising.

Approach to the Problem:

Like every culture, Pakistani culture also has its own special vision of the world. The term Culture is usually taken to mean a set of socially acquired behavior patterns common to members of a particular society or ongoing, large-scale human group. All societies have a culture comprised of their language, traditions, customs, shared meanings and institutions4. It is the shared meanings that will be our focus in this research. Culture, in fact, constitutes the world, and consumer goods have to draw meanings from this world, which can be done by using instruments like advertising5. This translates into the fact that each culture has to be understood separately by global brands like Lipton to be accepted by its market. The Lipton team also recognizes that consumer goods have a significance that goes beyond their utilitarian character and commercial value. This significance rests largely in their ability to carry and communicate cultural meaning6. Communicating cultural meaning means that the customer recognizes sameness between his\her culture and the values promoted by the consumer good. This leads to the acceptability of the product. The brand team feels that Lipton does not occupy a clear or specific position for the general public, which includes its users and non users. The brand team would like to try to bring Liptons positioning close to its global brand essence of natural vitality via communication. Our research focused on finding out what the term vitality means to people, how is it expressed in the Pakistani context. This will help determine the viability of using certain ideas of vitality in reaching out to the customer in every form of communication.

Ethnic Migration, Assimilation, and Consumption, Melanie Wallendorf; Micheal D. Reilly, The Journal of Consumer Research, Vol. 10, No. 3 (Dec., 1983), 292-302.
5

Culture and Consumption: A theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods, Grant McCracken, The Journal of Consumer Research, Vol. 13, No.1 (Jun., 1986), 71-84.
6

Ibid

10

Lipton-A Quest for Vitality

Research Questions:
1. 2. 3. 4. 5. What is vitality to them in terms of words? Why is their selection significant of vitality? What is Liptons positioning in the mind of consumers? What kind of vitality can they associate themselves with? What other brands represent vitality to the consumer?

Hypotheses:
The research hypotheses for this study are as follows: 1- Null Hypothesis At least 70% people in Karachi, Pakistan think that Lipton represents vitality. H0 = p=0.7 Alternate Hypothesis Ha = p 0.7 70% of people in Karachi, Pakistan do not think that Lipton represents vitality. 2- Null Hypothesis At least 70% people in Karachi, Pakistan think that Liptons advertising represents vitality. H0 = p = 0.7 Alternate Hypothesis Ha = p 0.7 70% of people in Karachi, Pakistan do not think that Liptons advertising represents vitality.

Information requirements:
This research focuses on people between the ages of 18-30 and there are a couple of points of emphasis that affect them which are going to be as under: 11

Lipton-A Quest for Vitality

Timing for needing to feel vitality Whether tea is consumed or not Attitude towards Lipton Attitude to Liptons advertising Attitude to other brands that represent vitality Activities that excite them

Potential Uses of findings:

The Research will aid the Lipton team to incorporate the further understanding of the Pakistani market and their perception and discernment of Vitality into their communication. According to the global perception of Unilever people choose their brands because they like them and they trust them to deliver their promises. People know Unilever brands will help them feel good, look good and get more out of life in a word they are choosing vitality.The global objective can only be achieved when all the brands are conveying the message of Vitality. Through the research results the Lipton brand team will be able to judge the level to which Lipton is currently associated or not associated to Vitality and what type of relevant situations can be shown in its advertisement to further a link with Vitality.

12

Lipton-A Quest for Vitality

RESEARCH METHODS AND PROCEDURES

Research Type:
For this study descriptive research was conducted, as some form of a previous understanding on the nature of vitality already existed. Although there was a general understanding of the situation, descriptive research provided the conclusive evidence that answered the questions of the sponsor in order to determine the future course of action. This diagnostic approach helped answer many questions to rid of vagueness of the problem and clearly defined attitudes and opinions of the sample.

Data Type:
Both primary and secondary data was used. Primary data was collected through qualitative and quantitative methods that is, through focus groups and questionnaires. Secondary data was used from in the making of the report to understand the dimensions of the worldwide beverages market, the Pakistani tea market and Liptons presence in the market.

Method of research:
Both qualitative as well as quantitative research methods were used. In terms of qualitative research one initial informal focus group followed by two formal, detailed focus groups were conducted to a sample of the population. In terms of quantitative research a survey was conducted for which questionnaire was designed and administered to respondents that were selected on predetermined criteria. Due to limitation of resources and scope of the study, researchers could only conduct this study on residents of Karachi only, thus the results would definitely reflect the target market for Karachi. However results may be somewhat different when samples form other cities are taken. Details of each element are given below.

Population Description:
The Lipton Brand Team has a predefined target market on which research is always conducted. Therefore for this study similar target market and thus, population was chosen and used. As Lipton aims to target young minded people in the ages between 18-30, the population chosen consisted of individuals falling in the above age range, educated to at least graduate level, belonging to A+, A and B SEC, students or working professionals or both. This included both male and female as either one can be a decision maker or an influencer. The same population criteria were used to select population to conduct focus groups as well as administer questionnaires.

13

Lipton-A Quest for Vitality The term young minded people can encompass people from any age group, such as those younger than 18 and those older than 30. But the age range 18-30 was chosen as it was felt that this group is the best representative of the population targeted by Liptons communication. This age group has the capability to make individual choices, have preferences, attitudes, believes and convictions about brands. They are open to trying new things, they are not extremely opinioned, and can be influenced to some degree. This is seen as a good age group to talk to as they would be at an optimum position in terms of readiness for trial of new products other than the ones they have seen being used in the household, risk taking, having purchase power, having knowledge of the world and displaying rational thinking. It also includes those who are settling into their own households and are starting new lives with spouses. This is the stage in a life cycle when individuals consider what brand to make a part of their new lives and they progress from non-decision makers to influencers, decision makers and buyers. An individual under the age of 18 is still considered immature and he/she is in the stage of forming opinions, experiencing things for the first time that would contribute towards the making of the individuals personality. The individual would be a student and dependant upon his/her parents financially and otherwise. This individual would not be the right target for the study as he/she is still looking at elders as influencers and needs to grow further in terms of individuality and personal choices. Also he/she would not have access to finances to purchase Lipton. Apart from that he/she would not be in a position influential enough to convince the decision maker or buyer to include the brand in the weekly/monthly grocery list. An individual older than 30 years would not be the right target market as the individual would have become set in his/her ways and would have strong and unwavering attitudes and preferences about certain brands, especially about things that are related to tastes. Tea is a commodity that becomes a habit. And taste is something users develop over a period of time. It is said that anything becomes a habit if it is repeated 22 times. Thus tea becomes a habit when consumed over a period of time. It is extremely difficult to try to convince people to try something new after a certain age. People over 30 years of age are considered mature. This means they would have definite opinions and choices. Tea has everything to do with taste. It is increasingly complex to influence mature people to try something new, something that means changing the way they do a certain activity such as trying a new taste of tea, or a new brand.

Instruments used:
The research was divided into two phases; focus groups conduction and administration of questionnaire in a survey. A moderators guide was used for focus groups and a questionnaire was designed, tested, revised and administered to the sample.

14

Lipton-A Quest for Vitality

Qualitative Research:
In order to get an initial understanding of the target markets ideas about the subject of research for this report an informal focus group was conducted in the vicinity of a classroom at IBA during an MBR session. This greatly helped in directing the researchers towards clarifying what route should be explored in further focus groups. Findings are as follows:

Initial Focus Group:

This was conducted in IBA in a MBR class under the course instructors supervision. The sample population on which this was conducted fit the criteria mentioned in the section above. 40 students participated in the focus group and questions were asked in general to all students. The session was conducted by one of the team members who acted as a moderator and it started with warm up questions followed by specific questions about vitality. Other members of the team noted down various responses of the participants. Moderators guide is attached in the appendices.

Key findings:
Focus group study showed that young people, aged 22 and above are not very clear about what Lipton represents and thought it to be an old brand. The only memorable thing about it was the jingle Lipton deejyay, Lipton leejyay and a few people also remembered a bungee jump commercial mainly because it was made a parody of by a competitor brand. The challenge was to understand what represents vitality to the target market. The discussions showed that Vitality meant a number of things to respondents but broadly speaking the main items that were talked about the most were: being active, energized, full of life, being appreciated, looking forward to something and achieving something. The common thread that connected all responses was that the participants thought that anything that they enjoy represents vitality to them. Activities that they connected with Vitality were being with friends and family, partying, picnics and shopping (especially for females) or just being outdoors. Vitality also means participating or just watching sports like basketball, running, volleyball but not cricket and hockey, as these sports are perceived to be too tiring and stretched over a longer time. Water oriented sports, like swimming, were thought to have the highest association with Vitality.

Formal Focus Groups:

2 focus groups consisting of 8 participants in each group were conducted. Sample population was selected according to earlier defined target market of Lipton. One focus group was conducted in the setting of one of the group members living room and the other was conducted in the IBA canteen. Moderators were group members who used a moderator guide for the session. Each session ranged between 35-45 minutes.

15

Lipton-A Quest for Vitality

Key Findings:
Vitality for this focus group meant highly energetic activities and they agreed that vitality comes from things that you do best (Example when you feel enthused about your work.). Participants felt vitality mostly during morning, when they are with their friends, hearing good news or whenever something good happens unexpectedly. When asked if vitality meant lazing around the unanimous answer was it certainly was not and they would see vitality in activities or being on the move and with friends. Some participants correlated it with good music depending on their particular mood. Another thing pointed out was that vitality was felt when participants were with their friends doing an adventurous thing like hiking or backpacking with their friends to a remote area. One participant thought that he related creativity with vitality and for him to feel vitalized or think something creative silence and solitude is needed. According to participants brand that conveyed vitality were: I-pod (Apples juke box) Marlboro Cigarette Nike Nestle Milk pack ( Milk was considered to represent vitality) Mountain dew Yummy Ice-cream (Specially in Lahore) Nescafe (Loud and Pumpy)

Events that represent vitality according to the participants included Basant and Melas. Games that represent vitality included basketball and soccer. According to participants Liptons image is very corporate and the product features do not lend themselves to the portrayal of Vitality. When asked if Vitality was person what characteristic would it have and the answer was he would be a male between the ages of 18-27. He would be a student as well as working. He is an all-rounder and would live any where in Karachi. He would wear bright colored shirts with a tie and would work in a chic environment. He would listen to hard rock music and his favorite movies would be Fast and the furious and Bourne identity. Interviewer bias and acquiesces bias: Interviewer bias were kept to a minimum by conducting focus groups with groups who the moderators and researchers were not familiar with so that bias from previous associations did not interfere with respondents candid views. Acquiesces bias was kept in check by conducting one group in a home environment and one group in a canteen so that the results of both groups could be compared for irregular deviations in results.

16

Lipton-A Quest for Vitality

Quantitative Research:
Based on the findings of the focus groups and formulation of the hypothesis, a questionnaire was developed (See appendices).

Survey design
The researchers kept many elements in mind while formulating the questions for the questionnaire. Only the most relevant questions were asked so as to not bother respondents with unnecessary details. For this purpose a test was conducted where a respondent was asked to fill a questionnaire and was timed by one of the group members. When the test questionnaire took more than 8 minutes to be filled out, the questions were revised and made concise to save time and facilitate the respondents. The language used was deliberately kept in simple English so that questions were easily understood and their meaning was easily processed. Most of the questions were closed ended to making them easy to be answered and interpreted. However some questions required open-ended responses due to the nature of the problem under research. This was important for the researchers to gather data that was not forced and gave candid opinion and views that made it very relevant for those particular questions. The answers to these were difficult to tabulate and took longer than other questions but it was handled through categorization of data in themes. A structured approach was used and it was ensured that all the questions flowed in a sequence and one question led smoothly to the next one. Filter questions were also incorporated whenever the answer to the question led to a connected question. No leading or loaded questions were asked nor did the questionnaire include any type of offensive or embarrassing questions. The approach used was a funnel method that divided the questionnaire into three parts. The first part was the introduction where general questions were asked, leading to the body where specific questions relating to the issue at hand were asked, leading to the end that asked for personal information.

Sampling method
Non-probability, convenience and quota sampling methods were used. As time and resources were limited, data collection had to be completed in two weeks. Thus the best alternative to administer the survey was used, where the total number of questionnaires (41) was divided amongst group members who conducted the survey over the mentioned period of time.

Survey administration method:

17

Lipton-A Quest for Vitality As the sample population characteristics were very clear, the researchers had divided the population in two groups; students and working professionals, with some overlap. For the first group the questionnaires were given personally administered in academic institutions such as IBA, Szabist and CBM while some were filled over the Internet. For the second group questionnaires were personally taken to various organizations and were filled out on the spot.

Fieldwork:
This research required average fieldwork, as there wasnt any one-on-one interviews to be conducted. The focus groups were conducted by the group members acting as moderators and observers at convenient locations. The survey questionnaires were also filled out at places of easy access of the group members and through Internet by emailing people who fulfill the criteria of our target market.

Non-response error:
The study is afflicted with non-response error as some respondents left some questions out for personal reasons unknown to the researchers.

Participant selection process:

Participants were selected on a pre-defined criteria based on convenience and quota sampling. Two sets of questionnaires were administered; one in colleges and the other in offices. More or less equal number was distributed between the two groups totaling to 41. Care was taken to rule out those respondents that did not seem to fit the profile.

Ensuring validity and reliability:

The findings are considered valid, as they have been able to provide answers and support for the research problem for which the study has been conducted. Each finding and its interpretation does not provide anything other than what it was expected to find. Attention was paid to see that the respondents chosen to fill out the questionnaires were the best representatives of the population and if any of the researches felt that was not so, the questionnaire was not considered valid and another one was given out to a new respondent. The reliability of the questionnaires was checked and ensured. It was pre-tested for this purpose so that the questions reflected what the respondents felt which also ensured that their answers to the questions were honest and would be the same every time the questions were asked. Reliability was also ensured via observing the respondents attitude towards filing out the questionnaire. If the attitude was negative, lazy or disinterested, the responses of that instrument were rejected and a new respondent was sought. 18

Lipton-A Quest for Vitality

It was also seen, to the best of the ability, to edit the questionnaire on the spot and respondents were asked to fill in the answers for questions they has left blank. However this was not always possible but the best of efforts were made to ensure least number of non-responses occurred.

Editing:
Once the data was collected editing of the responses to questions took place. This included the process of checking for completeness, consistence and legibility of data and making the data ready for coding and tabulation. Field and In-house editing took place for this research study by the researchers. Editing took place to ensure logically consistent responses, especially for the questions that had a link from one to the other. Item non response was also handled through this and answers were adjusted accordingly. Values were also plugged-in in order to replace blanks and missing values to permit completion of the data analysis. For the facilitation of coding exercise, the no answer category was edited as well as these responses were creating very different results for key questions when put into the total response set. Thus for the purpose of keeping analysis tight and clear, the no responses were not considered in some areas.

Coding:
For the purpose of coding a code sheet was designed and developed for twenty-one questions asked in the survey form. Answers to fixed-alternative questions were coded numerically in the order in which the options appeared in the questionnaire. For all openended questions, all the participants responses were reviewed and themes were developed accordingly. The code sheet is attached in the appendices. Based on this sheet, the answers given by the participants to fixed-alternative questions only were entered into the Statistical Package for the Social Sciences (SPSS) software. The row number was used as the respondent identification number and marked on the survey forms. For the open-ended question, a table was formed with columns showing all the themes from the code sheet and rows representing individual participants response to that particular question.

DATA ANALYSIS
Question 1

Activities associated with vitality

1) In the past which one of the following activities has been most fun for you? (You can choose more than one) A. Personal achievement B. Outdoor activity 19

Lipton-A Quest for Vitality C. Spending time with family D. Spending time with friends E. Sports F. An Adventure E. Other (please specify) ____________________ Activities Associated With Vitality

0.7

0.6

0.5

0.4

n a e M

0.3

24.74%

25.77%

0.2
12.37%

15.46% 12.37% 9.28%

0.1

0 Personal Achievement Spending time with family Sports Outdoor activity Spending time with friends An Adventure

The above question was asked to gauge the preference for activities that were associated with vitality. As depicted by the above graph 25.77% of the total population preferred spending time with friends, closely followed by personal achievement preferred by 24.74%. The least important activity associated with vitality was the adventure category which was only preferred by 9.28%. Other activities had similar response from the participants. Gender Ratio of the Sample 20

Lipton-A Quest for Vitality

21

Lipton-A Quest for Vitality

When the question number 1 was correlated with gender it displayed an interesting observation. It showed that 14.19% of the females in the sample population had a preference for spending time with friends, closely followed by personal achievement which is 13.01%. Where as 11.61% of the male population preferred personal Frequency Percent Valid Percent Female 18 43.9 43.9 Male 23 56.1 56.1 Total 41 100.0 100.0 achievement and spending time with friends. Overall it seems that both spending times with friends and personal achievement are associated with vitality in both genders in the Pakistani context. Valid
Personal Achievement Outdoor activity Spending time with family Spending time with friends Sports 0.5 An Adventure

Cumulative Percent 43.9 100.0

0.7

0.6

0.4

n a e M

14.19%

0.3

13.01% 11.61% 9.46% 11.61%

0.2
6.77% 6.77% 5.91% 4.73% 2.37%

8.71%

0.1

4.84%

0 female Male

Gender

22

Lipton-A Quest for Vitality

Activities Associated With Vitality and Gender Preference Question 3

Vitality definition
3) Please define vitality __________________________ The open ended question asking the respondents to define vitality in their own words generated results that have been classified by the group into the following themes. The second column shows the frequency of each theme in our collected data sample. The frequency (46) adds up to more than the sample size (41) because we have respondents who have multiple answers and we have taken them separately. The question was left blank by 6 respondents.

Theme
Vitality is Energy Vitality is Being Happy Vitality is Hanging out with Friends & Family Vitality is Achievement Vitality is Living Life to the Fullest

Frequency
22 12 2 6 4

It is apparent that people most associate vitality with energy and being active. Exactly what activities they associate with vitality, what brands they think are better representative of vitality and how both genders differ in their outlook are the questions the group has tried to answer using this research. And the findings are discussed below. Question 4

Need of vitality during a day

4) In the course of the day when do you feel you need vitality the most? A. Morning B. Mid morning C. Afternoon D. Mid Afternoon E. Evening F. Night
Gender * Time of day Crosstabulation

23

Lipton-A Quest for Vitality

Female Male Total

Count % within Gender Count % within Gender Count % within Gender

Morning 7 38.9% 13 56.5% 20 48.8%

Mid morning 0 .0% 1 4.3% 1 2.4%

Time of day Mid After After noon noon 1 3 5.6% 0 .0% 1 2.4% 16.7% 1 4.3% 4 9.8%

Total Evening 2 11.1% 5 21.7% 7 17.1% Night 5 27.8% 3 13.0% 8 19.5% 18 100.0% 23 100.0% 41 100.0%

The above question was asked to find out the most appropriate time at which the participants felt they needed vitality. Two variables time of the day and gender were cross tabulated to find out what time of the day was perceived by male and female members at which they needed vitality. It was noted that in case of both male and female morning was preferred over all other times. 38.9% of females and 56.5% males said morning was the time when they needed vitality the most. However 27.8% females felt they needed vitality in the night and 21.7% of male respondents preferred evening. The above analysis clearly suggests that morning is the time when most people need vitality. This is very important information as far as deciding the time of the day that should be shown in the commercials. In addition the gender preference for time helps in making more target focused advertisement.

24

Lipton-A Quest for Vitality Question 5

Reasons for needing vitality

5) Why do you need vitality at different times of the day? Please rate 1-5, 5 being the most important and 1 the least 1 To wake up Take a break Feel fresh To focus To do an activity Reasons for Needing Vitality
5 To wake up Take a break Feel fresh To focus To do an activity 4
11.14% 10.82% 10.82% 9.91% 11.76% 11.23% 10.7%

8.07% 7.91%

7.66%

n a e M
2 1 0 female Male

Gender

The above question was designed to find out the activities for which vitality was needed most.

25

Lipton-A Quest for Vitality Analysis of this question indicated that 11.14% of females required vitality to feel fresh whereas 11.76% of male respondents required vitality to focus. A closer second in case of females was to focus and to do an activity and in case of male respondents it was to do an activity. This suggests that over all people need vitality when they either want to feel fresh or to focus. A closer analysis indicates that different activities were perceived differently as far as vitality is concerned for male and female respondents. The same question was looked at from a different angle to see if occupation plays any part. The graph below displays the result. Occupation and Reasons for Vitality
4 To wake up Take a break Feel fresh To focus 3 To do an activity

n a e M

7.55% 6.67% 5.27% 6.85% 6.14%

7.5% 6.6%

7.73%

4.55%

4.67%

0 Student Professional Both

Occupation

It can be seen that students needed vitality to feel fresh whereas for professionals vitality was needed to feel fresh, to focus and to do an activity. People who were both students and professionals higher preference was given to focus. Question 6

Category of activity most representing vitality

6) Which one of the following most represents Vitality to you? Divide 100 points among each of the following choices according to your preference. Exploring Outdoors ______ Hanging out with friends ______ Spending time with family ______ Sports ______ Being Adventurous ______ 26

Lipton-A Quest for Vitality Personal Achievement ______

Category of Activity most representing Vitality

6.00 5.00 4.00 3.00
9.15% 8.75% 9.36% 7.42% 7.32%

Exploring Outdoors Hanging Out with Friends Spending time with Family Sports Being Adventur ous Personal Achievem ent

n a e M

2.00 1.00 0.00

6.92%

Female

Male

Gender
The answer to the question 6 yielded the graph above. It is apparent from the graph that personal achievement most represents vitality to females which is 9.25%. Hanging out with friends is second most highly rated with 9.15% for females and most highly rated by males with 9.36%. Exploring outdoors has been rated low by the groups, 6.92% for females and 7.42% for males. Sports are more associated to vitality by men than by women. Women on the other hand connect vitality to being adventurous more than men do, 8.75% as opposed to 7.32%. Question 7

Exploring outdoors
7) Which activities support your choice in each category below? Please rate 1-5, 5 being the most important and 1 the least. Same rates can be given to more than one activity. Exploring Outdoors Hiking Walking in a park Going to the beach Backpacking with friends Playing in the rain Any other(Please Specify)

27

Lipton-A Quest for Vitality

Exploring Outdoors

n a e M

12.14% 11.91% 9.81% 10.27% 7.94% 8.87%

11.98% 10.74% 9.49%

Hiking Walk in a Park Going to beach Backpack with friends

6.85%

0 female Male

Playing in rain

Gender The graph for exploring outdoors shows that females associate vitality highest with going to the beach, 12.14%, followed closely by playing in the rain, 11.91%. They relate hiking to vitality the least, 7.94%, but surprisingly not so far behind mens rating of hiking, 8.87% (second lowest for men). Males on the other hand associate vitality the most with backpacking with friends, 11.98%, followed very closely by going to the beach, 10.74%. So Liptons team can use this data to produce an advertisement which shows girls and boys going to the beach as its the highest rated activity by both the genders.

Hanging out with friends

Watching a movie at a friends house Going to a restaurant for a meal Going to a party Going to a concert Casual get together Any other(Please Specify)

28

Lipton-A Quest for Vitality

Hanging Out with Friends

4 Watching movies Going to a restaurant

n a e M

11.72% 9.48% 10.0% 9.13%

12.41%

11.37% 10.34% 9.6% 8.12% 7.83%

Going to a party Going to A concert Casual get together

0 Female Male

Gender

It emerges from clustered bar graph above that both females and males have more or less the same ratings for activities in this category. For women going to a restaurant with friends is the activity highly associated with vitality, 12.41%, followed closely by a casual get together with friends, 11.72%; For males the highest rated activity is a casual get together, 11.37%, followed closely by going to a restaurant, 10.34%.

Spending time with family

A picnic at a park/outdoor Vacationing in another city/country Staying home and talking Going to a restaurant for a meal Going to a wedding Any other(Please Specify) When spending time with family for both genders vacationing in another city/country, 12.42% for females and 10.8% for males, is most related with vitality and going to a wedding is the least related, 7.09% for females and 5.41% for males. For males there is not much difference between separate activities except the last, so choosing an activity for a TVC would mostly depend on womens preferences.

29

Lipton-A Quest for Vitality

Spending Time with Family

4 3 2 1 0 Female Male
12.42% 9.58% 7.09%

Picnic at a park Vacation to a city/ country Stay at home Going to a restaurant

n a e M

10.41%

10.69% 5.41%

Gender

Going to a wedding

Sports
Watching a game at home/stadium Swimming Soccer Cricket Badminton Any other(Please Specify)

Sports
4 3 Watching a game at home or a stadium Swimming Soccer Cricket Female Male Badminton

n a e M

2
10.49%

11.24%

10.82%

12.16% 7.33%

1 0

Gender
30

Lipton-A Quest for Vitality

In the category of sports activities cricket and watching a game at home or a stadium is highly associated with vitality by women and men, 11.24% and 12.16% respectively. Badminton and soccer are least associated with vitality by males and females respectively.

Being Adventurous
Mountain Hiking Bungee jumping Exploring a new country Trying something new you dont know much about Taking an uncalculated risk Any other(Please Specify)

Being Adventurous
4 Mountain hiking Bungee jumping
13.74% 11.24% 10.99% 9.74% 8.49% 12.41% 11.01% 8.92% 6.12% 7.34%

n a e M

Exploring a new country Trying something new Taking an uncalculated risk

0 Female Male

Gender

Bungee jumping (Shown in Liptons recent TVC), 9.74% for females and 6.12% for males and mountain hiking,8.45% for females and 8.92% for males, are rated low by both groups, exploring a new country, on the other hand, is rated the highest, 13.74% and 12.41% for females and males respectively, followed closely by trying something new or acquiring new experiences. Also both women and men feel vitality is taking uncalculated risks.

31

Lipton-A Quest for Vitality

Personal achievement
Being praised by a higher authority Being able to do something difficult Getting a promotion/good grades for students Any other(Please Specify) Getting good grades seems to be most important to women, 17.78%, and being praised the least, 15.44%, although it is still a significant percentage. Males associate vitality most with being able to do something difficult, 18.56%.

Personal Achievement
5 4 3 2 1 0 Female Male
17.78% 16.84% 15.44% 18.56% 16.65% 14.74%

Being praised Being able to do something difficult Getting promotion/ Good grades

n a e M

Gender

Question 8

Expression of vitality
8) How does vitality make you feel? (You can choose more than 1 option) A) Free B) Strong C) Happy D) Energetic E) Youthful F) Other (Please specify) _______________________

32

Lipton-A Quest for Vitality

Free

Expression of Vitality

Strong Happy Energetic Youthful

0.8

0.6

n a e M

0.4

15.22% 14.21% 13.19%

14.94% 13.28%

0.2

8.3% 7.1% 7.1% 4.98%

1.66%

0 female Male

Gender

The above graph depicts the answer of respondents when they were asked about how vitality makes them feel. Both male and female respondents said that vitality makes the feel energetic, 14.94% and 15.22% for each respectively. A closer second in both cases was the feeling of happiness that they derive from vitality, 14.21% for females and 13.28% for males. In case of male respondents vitality did not represent youthfulness and female respondents gave equal preference to free and youthful as synonyms for vitality.

33

Lipton-A Quest for Vitality Question 9

Brands that represent vitality

9) The following brands represent vitality to you. Very True Somewhat True Uncertain Not True Very Not at all True

Pepsi Nike Nescafe Mountain Dew Red Bull Lipton Brands that Represent Vitality
5 Pepsi Nike Nescafe Mountain Dew Red Bull 4 Lipton

n a e M

9.74% 9.59% 9.12% 7.73% 7.89%

8.91% 7.81%

9.77% 9.16% 7.94% 6.47%

5.88%

0 female Male

Gender

34

Lipton-A Quest for Vitality The graph for brand associations with vitality displays the brands that represent vitality most. Both female and male respondents gave the highest preference to Nescafe, 9.74% and 9.77% respectively, with Nike and Mountain dew getting second in line. Pepsi got same preference by male and female respondents which shows a consistent image. Lipton was given higher preference by male respondents overall compared to all the brands Lipton got least preference.
Question 10

Tea consumers
10) Do you drink tea? A) Yes B) No
Tea Consumers
80

60

40

75.61%

t n c r e P
20
24.39%

0 No Yes

Do you drink tea?

The percent of people in our sample who drink tea are 75.61% as compared to the non tea drinkers, 24.39%.

35

Lipton-A Quest for Vitality

Question 11

Mostly used brands

11) If yes, which brand? ___________________________

Mostly Used Brand

50 40 30
37.04% 44.44%

t n c r e P

20 10 0 Lipton Tapal Supreme unbranded tea Tetley Flying Horse

7.41% 3.7% 3.7% 3.7%

Brand

The brand usage of our sample is demonstrated in the graph above. Tapal usage was the highest with 44.44%, followed by Liptons, 37.04%.

36

Lipton-A Quest for Vitality

Question 13

Hypothesis 1
13) Do you think Lipton represents vitality? A) Yes B) No Do you think Lipton represents vitality?
Frequency Percent Valid Percent Cumulative Percent

Valid Missing Total

No Yes Total No response

19 20 39 2 41

46.3 48.8 95.1 4.9 100.0

48.7 51.3 100.0

48.7 100.0

Of the total sample size excluding 2 non responses 19 people thought that Lipton does not represent Vitality and 20 thought that it does. So actually there is very little difference in the frequency of the sample that proves our Null Hypothesis false. Statistical Analysis The z test for proportions was used to test the hypothesis. Values used for the test are as follows. Sample size = n = 41 Sample proportion = p = 0.512 Estimate of the standard error of the proportion, Sp= 0.0800 Z statistic, Zobs = -2.35 Significance level = = 5% Critical value, Zcritical < -1.645 The test statistic value is less than the critical value so we reject null hypothesis. The test results are statistically significant at 5% level that is at 5% significance value the data provide sufficient evidence to conclude that less than 70% people in Karachi, Pakistan associate Lipton with vitality.

37

Lipton-A Quest for Vitality The frequency bars shown in the graph below gives us a mean of 0.51, and a standard deviation of 0.506. Histogram

30

20

y c n u q e r F
10

0 -0.5 0 0.5 1 1.5

Mean = 0.51 Std. Dev. = 0.506 N = 39

Do you think it represents vitality

38

Lipton-A Quest for Vitality The cross tabulation of the hypothesis question (question 13) and gender yielded the table below which clearly shows that out of people who do not agree to Lipton representing vitality 78.9% are males and 21.1% are females; in the group of people thinking that Lipton does represent vitality 65% are females and 35% are males. It is obvious that Lipton is more successful in conveying vitality to women more than males.
Do you think it represents vitality * Gender Cross tabulation

Gender
Do you think it represents vitality

No

Count
% within Do you think it represents vitality

Female 4 21.1% 13 65.0% 17 43.6%

Male 15 78.9% 7 35.0% 22 56.4%

Total 19 100.0% 20 100.0% 39 100.0%

Yes

Count
% within Do you think it represents vitality

Total

Count
% within Do you think it represents vitality

39

Lipton-A Quest for Vitality People who think Lipton does not represent vitality are mostly drinkers of Tapal (71.4%) and Tetley (14.3%). People who do think Lipton represents vitality are mostly Lipton consumers (50%) but also a significant percentage of Tapal consumers (35.7%). This highlights that Lipton may be thought of as having vitality but is not very successful in pulling the customer to itself.
Do you think it represents vitality * Which brand Cross tabulation

Lipton Lipton represents Vitality? No Count 1 % within Lipton represents Vitality? Count % within Lipton represents Vitality? Count % within Lipton represents Vitality?

Which brand Supre Tapal me Tetley 5 0 1

Total unbrande d tea 0 7

14.3% 7 50.0% 8 38.1%

71.4% 5 35.7% 10 47.6%

.0% 1 7.1% 1 4.8%

14.3% 0 .0% 1 4.8%

.0% 100.0% 1 14

Yes

7.1% 100.0% 1 21

Total

4.8% 100.0%

40

Lipton-A Quest for Vitality Cross tabulation of the same two variables as above but in an reverse way shows users of different brands and their perception of Liptons vitality show that very few of Lipton consumers (11.1%) think that Lipton does not represents vitality. It is interesting to see that 50% of both Tapal and Tetley drinkers think that Lipton represents vitality.
Which brand * Do you think it represents vitality Cross tabulation

Do you think it represents vitality No Which brand Lipton Tapal Supreme Tetley unbranded tea Flying Horse Total Count % within Which brand Count % within Which brand Count % within Which brand Count % within Which brand Count % within Which brand Count % within Which brand Count % within Which brand 1 11.1% 6 50.0% 1 50.0% 1 100.0% 0 .0% 1 100.0% 10 38.5% Yes 8 88.9% 6 50.0% 1 50.0% 0 .0% 1 100.0% 0 .0% 16 61.5% Total 9 100.0% 12 100.0% 2 100.0% 1 100.0% 1 100.0% 1 100.0% 26 100.0%

41

Lipton-A Quest for Vitality

Question 15 Hypothesis 2

Degree of vitality in Liptons advertising

15) Liptons Advertisement represents vitality? Strongly disagree Disagree Uncertain Agree Strongly agree

The graph below shows the percentages of people who agree or disagree to Liptons advertising representing Vitality. It is obvious that mostly people do think that Liptons advertising successful conveyance of Vitality. Degree of Vitality in Liption's Advertising
60 50 40 30

t n c r e P

54.05%

20
29.73%

10
8.11% 8.11%

0 Disagree Uncertain Agree Strongly agree

Lipton's Advertising represents Vitality

42

Lipton-A Quest for Vitality

Statistical Analysis
Frequency Percent Valid Disagree Uncertain Agree Strongly agree Total No response 4 12 20 3 39 2 41 9.8 29.3 48.8 7.3 95.1 4.9 100.0 Valid Percent 10.3 30.8 51.3 7.7 100.0 Cumulative Percent 10.3 41.0 92.3 100.0

Missing Total

The z test for proportions was used to test the hypothesis. Values used for the test are as follows. We have collapsed scales by keeping disagree and uncertain on one side and Agree and strongly agree on one side. Sample size = n = 39 Sample proportion = p = 0.59 Estimate of the standard error of the proportion, Sp= 0.0787 Z Statistic, Zobs = -1.39 Significance level = = 5%

Critical value, Zcritical < -1.645 The test statistic value is not less than the critical value so we do not reject null hypothesis. The test results are not statistically significant at 5% level that is at 5% significance value the data does not provide sufficient evidence to conclude that 70% people in Karachi, Pakistan associate Liptons advertising with vitality. And we can conclude that Lipton advertising is perceived by majority of our sample, more than 70%, to convey vitality.

43

Lipton-A Quest for Vitality

D oes Lipton advertisin represen vitality? 's g ts

30

20

Frequency

10

S D = .79 td. ev M ean = 3.6 0 2.0 3.0 4.0 5.0 N= 39.00

LIMITATIONS:
This survey was limited in many ways. The sample chosen for the survey was restricted to people who were conveniently available, and also the sample size was kept small for ease of data coding and analysis. Time and cost were also constraints that played a significant role in hindering the team.

44

Lipton-A Quest for Vitality

Conclusion:
The result of the research clearly concludes that the target market does not associate Lipton tea with vitality but on the other hand, they feel that its advertising does represent vitality. These people have set ideas about what represents vitality to them in the Pakistani context and culture in which hanging out with friends and personal achievement are top of the list. The data findings were applied to the hypothesis that yielded the following results at the significance level of 0.05 with a sample size of 41 participants: 1. Less than 70% of the population feels that Lipton represents vitality. 2. More than 70% of the population feels that Liptons advertising represents vitality. Pakistan is a tea-drinking nation and tea penetration is at a maximum in every city, this study still did not have a prerequisite to only conduct a survey on those people who do or do not consume tea. The aim was to find put the target markets attitude towards the brand. The result shows that an overwhelming percentage of the respondents (75.51%) are tea drinkers and thus their opinions about tea brands are very clear. Respondents that think Lipton does not represent vitality are mostly drinkers of Tapal (71.4%) and others. And those who think otherwise are mostly Lipton consumers (50%). This is so because the population sample of the study has a majority of Tapal drinkers (44%), followed by Lipton drinkers. Another consideration to be kept in mind is that this survey was only conducted in Karachi, which is a stronghold of Tapal, compared to other cities. This result clearly shows that most tea drinkers do not associate Lipton with the kind of vitality they feel is relevant to them in their lifestyles. Another interesting finding is that out of the people who do not agree to Lipton representing vitality comprise of a majority of males while those who agree that Lipton represents vitality comprise of a majority of females. It seems that women are open to accepting Liptons offerings and have a certain connect to the brand. They probably feel that the image and values represented by the brand are those that reflect their mindset and thus there is an opportunity to connect with them. Taking a wider look at the big picture shows that Liptons standing on the vitality positioning is currently not strongly rated by the target market. On comparison with other brands both female and male respondents gave the highest preference to Nescafe with Nike and mountain dew second in line. Pepsi got same preference by male and female respondents, which shows a consistent image. However, Lipton got least preference in this situation. This is a worrisome discovery as the brand coming out on the top of the list is a direct rival in the beverages category. Coffee is not even half as big a market when compared to tea in Pakistan and even then its got a strong association with vitality. This is news enough for the brand team to consider how to reverse the situation in their favor.

45

Lipton-A Quest for Vitality On the other hand the other conclusion from this research is that most of the respondents agree that Liptons advertising represents vitality. This conclusion clearly shows disconnect in consumers mind for two aspects of the same brand name. On one hand consumers feel that Lipton is not synonymous with vitality while they also think that Liptons advertising does represent vitality. This leads to confusion, as consumers seem to have established two levels for the brand; one is the product, which they do not identify with, and the other is the communication, which they are positive towards but are not ready to accept as relevant to them as the brand itself in not relevant to them. The overwhelming positivism towards Liptons advertising represents both users and non users of Lipton, meaning that the bard loyal Tapal and other users are also in agreement on this point, thus it seems that Lipton has a chance to make a breakthrough with a bit more concentrated effort in the right direction. The findings for the meaning of vitality when asked in their own words show that vitality is strongly associated with energy and the feeling of happiness. This manifestation comes into play when an activity is involved which leads to the above stated feelings. The research concludes that the activities that are the best over all representatives of vitality are hanging out with friends and personal achievement. Here on further correlation of data an interesting fact is unearthed. Findings show that females rate personal achievement at a higher level than men, followed by being adventurous while men rate hanging out with friends at a higher level followed by hanging out with family This shows the changing mindset and attitudes of the Pakistani society consisting of young people, where women have come into their own and have set different priorities in life. They are more concerned with achieving something they can be proud of and this gives them a sense of adventure. This also reflects a changing lifestyle for men who now find more time out of their busy schedule and the monotony of daily life to hang with friends or share important moments with family and just enjoy life to the fullest. Within each category some activities have been rated the most important. For women in hanging out with friends at a restaurant is the activity highly associated with vitality followed closely by a casual get together with friends. For males the highest rated activity is a casual get together followed closely by hanging out with friends at a restaurant. In personal achievement getting good grades is most important to women and being praised the least, although it is a significant percentage. Males mostly associate vitality with being able to do something difficult.

46

Lipton-A Quest for Vitality

Recommendations:
The research finding that those who agree that Lipton represents vitality comprise of a majority of females is an opportunity to be tapped on by the Lipton brand team. There are some attributes of the brand that women are more open to and that is something Lipton can tap onto so as to establish a connect with them. In a majority of households women are influencers, decision makers and buyers when it comes to household items such as tea. Thus the brand must continue to strengthen this tie through its product offering and communication. The fact that men do not find that Lipton represents vitality should make the Brand Team do a further study concentrating on men to figure out what attributes do they look for in tea. As Liptons brand team has a set target market in mind that includes young minded people (both male and female), they cannot afford to have such a large chunk of the market not consider the brand to be positioned near vitality. Through the study one of the things that could be found are product offers that interest men and a consumer promotion or an advertisement along those lines could be developed. On comparing Lipton with others brands in the market in terms of vitality, both female and male respondents gave the highest preference to Nescafe with Nike and mountain dew second in line. Lipton was least preferred in this situation. The Brand Team should undertake a study that discovers what attributes the competitors have in the local market that gives these brands a higher rating than Lipton. It has to take the right cues from the local players and incorporate those tactfully in its image without altering its originality. The agreement of Lipton and non-Lipton drinkers that Liptons advertising represents vitality is a golden opportunity for Lipton Brand Team to bank on. This means that even non-users are ready to accept Liptons message of vitality. Now the trick is to understand and figure out what to show in the advertising that will change this attitude into conviction and eventually into brand loyalty. For this reason this research has brought forward those activities that represent the most important expression of vitality; energy and happiness. These activities that lead to these are hanging out with friends and personal achievement. Lipton advertising needs separate messages for men and women as their aspirations and ideals are different, bringing about a cultural shift in the Pakistani society. Women specific messages with personal achievement activities and messages such as getting good grades should be designed. As more women enter the professional market their passion for achievement will increase. Men specific ads with activities showing hanging out with friends at a restaurant amongst others should be explored. Important points to be kept in mind is that the communication should show that tea gives the end befit of providing focus and feeling fresh as proven through the findings. Without these end benefits the message will be incomplete and an emotional connect between the audience and the brand will not be established.

47

Lipton-A Quest for Vitality

Bibliography
www.lipton.com www.liptonforthefuture.com Interview with Agha Azfar, GM JWT Karachi Interview with Ansareen Shaban, Account Manager, JWT Karachi

48