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Executive Summary

Tea discovered around 5,000 years ago, tea is generally considered the oldest prepared

beverage. Whatever its color (black, green, yellow or white, depending on how it has

been processed), tea can be produced from three main varieties: camellia seine sis,

camellia sine sis assamic camellia seine sis Cambodians. The main global producing

countries are India (accounting for about 26 percent of world production); China (26

percent); Srilanka (9percent); Kenya (9percent); Indonesia (5percent) and Turkey (4percent)

Black tea dominates world tea production, accounting for more than 70 percent of the

global total in 2004.Green tea production has continued to increase its share of the world

total, largely due to chinas heavy focus on green tea .some 76 percent of chinas

production is green tea.

Tea is a widely and extensively used in its trend patterns in different parts of the world

are

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IntroductionBorn in 1850, Thomas Lipton was a Scottish-born entrepreneur who decided in 1880 that

he would make tea accessible to all at acceptable prices with guaranteed quality. Before

Thomas Lipton, tea was a beverage for the rich. Thomas Lipton acquired tea estates in

Ceylon (today Sri Lanka) and organized packaging and transportation at low cost. As Mr.

Lipton himself said, he wanted to sell his teas "direct from the tea garden to the tea pot".

In 1893, he established the Thomas J. Lipton Co., a tea packing company.

His Lipton teas have enjoyed great success in Canada over the years. Thomas Liptonwas knighted by Queen Victoria, who made him Sir Thomas Lipton in 1898 at the age of

48.

Thanks to Sir Thomas Lipton, Lipton is the world's leading tea brand and available in

more than 80 countries. The motto of the company is :

Lipton tea can do it

Companys mission:

Lipton tea has adopted"? Adding vitality to life? as its company's mission statement.

Companys value:

Values being defined for the company are:

INTEGRITY : WE DO WHAT WE SAY

TEAMWORK : COLLABORATION MAKES US STRONGER

RESPECT : FOR ALL INDIVIDUALS DIVERSITIES

PASSION : COMMITMENT WITH HEARTS MINDS

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LEADERSHIP : INSPIRING TOWARDS A BETTER FUTURE

EXCELLENCE : DELIVER THE BEST

RESPONSIBLE : TOWARDS BUSINESS AS WELL AS SOCIETY

LEARNING : FOR CONTINUOUS IMPROVEMENT

The long term vision is:

To expand their business in the Home Personal Care Products

To enhance Corporate Image

To become a global player in the personal care arena

To be the Number one customer Choice

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Products

The major brands of the company are :

Food brands:

Food brands include

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Home Care B rands:

Home care brands of unilever includes:

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Personal Care B rands:

Personal care brands include:

Companys Approach to Market

Lipton Tea

Unilever became the first company to commit to sourcing all its tea in a sustainable

manner. Working with the rainforest alliance, an international environmental NGO,

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Lipton and its parent company, Unilever, announced all Lipton Yellow Label tea bags

sold in Western Europe would be certified by 2010 and all Lipton tea bags sold globally

by 2015. Lipton's own tea estates were among the first to be certified. Product bearing the

Rainforest Alliance seal appeared on Western European markets in 2008 and started

appearing in North America 2009.

Variants of Lipton Yellow LabelTea

LIPTON Tea offers you a large selection of ways to enjoy refreshing, great tasting teas.

Whether you prefer yours black or green, hot or cold, LIPTON has the tea thats right for

your taste.

Packaging of Lipton Yellow LabelTea

Core Lipton Range:

Since 1983 LIPTON has been carefully selecting the best teas from around the world.

This expertise gained over a hundred years has led to a wide range of high quality teas,

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providing the most demanding tea drinkers with pleasurable moments. Today, LIPTON is

the to No. 1 tea brand enjoyed around the world.

Lipton yellow label tea:

Only the finest teas from international teas gardens are selected for LIPTON

YELLOW LABEL TEA- the world's number 1 tea.

Unilever had already established that Liptons core values were based on the

essence of Natural Vitality.

Unilever developed this theme, giving meaning, energy and life to the Liptons

signature colour by redefining the brands big idea as Sunshine in a Cup.

The dazzling sunshine icon positively bursts with life.

Lipton Earl Grey Tea:

LIPTON Earl Grey Tea offers a perfect balance between the subtle taste of tea and the

freshness and the complexity of its bergamot aroma.

Product number: 0356400

Packaging size: 25's

Brand: LIPTON

Sub brand: SIR THOMAS LIPTON

Category: Beverages

Subcategory: Hot tea

Servings per pack: 25

Serving size: 1 tea bag

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Lipton Green Tea:

Lipton Green Tea has a delicate fresh taste, a delicious aroma and is a beautiful golden

green color. For people serious about their health and wellbeing, Green tea is the obvious

beverage of choice.

Packaging: Bag (13)Bulk (7)Can (Tinned) (4)Bottle (4)More...

Certification: ISO (9)FDA (5)NSF (2)BRC (2)More...Type: Fruit Tea (1)Other (9)

Supplier Location: China (Mainland) (7)Cameroon (6)Thailand (1)

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Lipton green tea has many flavors as well which are as follows:

Lipton iced green tea : Pepsi Lipton Partnership launched anew 500 ml light-weight, environmentally friendly bottle design boasting a 20

percent reduction in plastic for a variety of flavored, non-carbonated brands.

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Lipton clear green tea: Encased in an attractive green colorpackaging, the all-new Lipton Clear Green tea is a natural source of anti-oxidants.

These are available in teabags across India in leading supermarkets. A pack of 10teabags of Lipton Clear Green Pure is priced at Rs16* and 20* teabags at Rs30*

where as a pack of 10 tea bags of Lipton Clear Green Mint, Jasmine and Citrus are

is priced at Rs18* each.

Lipton Green tea citrus: LIPTON Green Tea Citrus is agreen tea blended with a freshing combination of citrus fruit flavors. LIPTON

Green Tea is light and delicate in taste with a beautiful, subtle aroma. We have a

range of flavors that perfectly complement the naturally cleansing taste of green

tea. Of course, its also a rich source of flavonoid antioxidants, so you can enjoy all

the benefits of green tea with the added excitement of exotic flavors.

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Importance of Packaging

Packaging is now generally regarded as an essential component of our modern life style

and the way business is organized. Packaging is the enclosing of a physical object,

typically a product that will be offered for sale. Packaging is an important part of the

branding process as it plays a role in communicating the image and identity of a

company. Kotler defines packaging as:

"All the activities of designing and producing the container for a product."

Packaging can be defined as the wrapping material around a consumer item that serves to

contain, identify, describe, protect, display, promote, and otherwise make the product

marketable and keep it clean. Packaging is the outer wrapping of a product.

Types of packaging

An important distinction is to be made here between two types of packaging:

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a. Transport Packing The product entering in to the trade need to bepacked well enough to protect against loss damage during handling, transport and storage

e.g., fiberboard, wooden crate etc.

b. Consumer Packing This packaging holds the required volume of theproduct for ultimate consumption and is more relevant in marketing e.g., beverages, tobacco

etc

Lipton knows a cardboard box is more than just a container for the tea inside, serving

double duty as potent publicity. Packaging labels send signals not just to consumers, butto other tea companies, proclaiming legally protected status for brand names, slogans,

logos, design and text, warning competitors against duplicating their use.

Complexity arises with truly global branding. Unilever does control many companies, in

different nations, that use the name "Lipton," including Hindustan Lever Ltd, itself a

huge, powerful, diversified company that markets Lipton-branded packaging.

Whether a middle-class buyer of Lipton is in the Asian subcontinent or the U.S., he or

she is exposed to the same red and yellow packaging colors. Multi-national tea

companies maintain an advantage by marketing consistent colors across national

boundaries, reinforcing global branding. The color of currency (and the color of human

skin) may vary among regions of the world, but a truly global corporation can create a

uniformity of appearance impossible for any other entity, even a government.

Target Markets

Target markets are groups of people separated by distinguishable and noticeable aspects.

Target markets can be separated into:

Geographic Demographic Psychographic Behavioral

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Market Segment Targeted byLipton

Distinct needs- regular tea/ green tea

Characteristics- taste,aroma,strength

Behavior- in terms of 4 ps segmentation of consumer markets

Current Status of Segmentation

There are two clear segments of consumers in the market branded tea consumers and

unbranded tea consimers. In sindh branded tea is consumed by most of the cities, whereas

in rural areas as both branded and unbranded are equally popular.in Punjab the citydwellers as well as a majority of rural areas are absolutely brand loyal while unbranded

tea is only popular in teashops and hotels. In NWFP and balochistan ,90% of the

population still prefers the unbranded form as it as it gives them the chance of see and

smell what they buy before paying for it. In addition the mindset is such that now no

other tea brand can compete because consumers are strongly brand loyal.

Geographic Segmentation Data

World region Asia

Country Pakistan

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Cities all major cities of pakistan

Density urban-rural

Climate hot dry

Demographic Segmentation Data

Age all age group

Gender male, female

Family size 1-2,3-4,5 above

Family lifecycle married & unmarried

Income 12000 above Occupation white collar and service workers

Education school, colleges & universities

Religion all

Race Asian

Nationality

Psychographic Segmentation Data

Social class middle class &upper class

Lifestyle fulfilled, believers, experience

Makers and strugglers

Behavioral Segmentation Data

Occasion any occasion

Benefits quality, taste, flavor, brand status

Loyalty status significantly high

Readiness stage awake and interested

Attitude towards brand positive

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Competitors of Lipton Tea

Unilevers main international competitors include:

Nestle

Procter and gamble

They also face competition in local markets or product ranges from companies such as:

ConAgra

DANONE

General mills

Henkel inc.

PepsiCo

Primary Competitive Alternative

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The primary alternative of Lipton yellow label tea is Tapal dander

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History of Tapal Tea

The journey of Tapal's remarkable success is the combined efforts of three dynamic

generations of the Tapal Family. In 1947, Tapal started out as a family concern under the

personal supervision of its founder, Adam Ali Tapal. Against tough competition Adam

Ali's unique blend, later named Family Mixture,

became a hot favorite and eventually the largest selling brand in the unorganized tea

market. From this auspicious beginning, Tapal moved from success to success

introducing tea brands to suit every taste and pocket, sold from its retail outlet in Judea

Bazaar, Karachi. The quality of Tapal teas soon became legendary and people from all

parts of Karachi started lining up at the outlet to purchase tea. For their convenience, Tea

distribution was initiated to retail outlets around the city. The company continued to grow

under the management of the founder's son, Faizullah A. Tapal. Lipton tea and tapal

danedar are primary competitive of each other. They are the competitive because they

target the same consumers. They also have slightly differences in their prices.

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Bibliography

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