IQRA UNIVERSITY

PROJECT REPORT ON:LIPTON YELLOW LABEL PRESENTED BY :• Ariba Mehtab• Zainab noorani

Introduction Of unilever

Unilever is one of the worlds greatest consumer goods company and Lipton yellow label is a product of Unilever.They sell around 150 million products a day, which makes them worlds largest food businesses and a leader in Home and Personal Care markets. There brands meet people everyday needs for nutrituon,hygiene and personal care and they are obsessed with developing new products that reflect the way that people likes and tastes are changing.

POSITIONING STATEMENT OF LIPTON YELLOW LABEL 

“For all age group people belonging to middle, upper middle & upper class. (Target customer) Who want active and refreshing life style for themselves and their famalies. (Statement of need or opportunityThe LIPTON YELLOW LABEL is a tea (Product name (Product category) That has taste. Flavor,colour and aroma. (Core benefit proposition)  “Unlike TAPAL (Primary competitive alternative)Our product has high ethical value (Primary point of difference)

History of Tea Origin of Tea – Legend Myths and Facts

After water, tea is the most widely-consumed beverage in the world It has a cooling, slightly bitter, flavor which many enjoy.

First Discovery  According to Chinese mythology, in 2737 BC the Chinese Emperor, Shen Nung, scholar and herbalist, was sitting beneath a tree while his servant boiled drinking water. A leaf from the tree dropped into the water and Shen Nung decided to try the brew. The tree was a wild tea tree.

The modern term "tea" derives from early Chinese dialect words - such as Tchai, Cha and Tay - used both to describe the beverage and the leaf

Tea In PakistanDrinking tea defines our culture as well as history. In Pakistan, almost every 10th person is a tea addict and undoubtedly feels proud of this addiction .May it be the light yet effective green tea, the slight ting of lemon tea, the amazingly “sab ki favourite” doodh patti, the occational Kashmiri Chai, or the delicacy of herbal tea, we all love and adore tea.

Doodh patti, is the widely used form of tea in Pakistan, then comes the rest. Now when it comes to tea, which is a commodity (and now a days a basic one in every household), we search for the one who has to offer the following:

- great flavour

- highly aromatic

- easily accessible

- affordable

the name comes in mind with no doubt LIPTON

Lipton Yellow LabelLipton tea clears your mind so you can see things that others dont.Lipton was created in the end of 19th century by Sir Thomas Lipton in Glasgow,Scotland. Under the slogan “Direct from the tea gardens to the Tea pot”,Sir Thomas Lipton's vision to provide the best quality tea has made Lipton the number one tea in the world today. Lipton offers an option to tea lovers to enjoy their favorite drink in an exciting and refreshing way.Lipton is the tea brand for Unilever, one of the biggest multinationals around the globe. According to a source, • 1649 cups of Lipton Tea are enjoyed every second• 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 

Overview of tea industry in Pakistan 

Time

Sale

s

I ntroduction Growth Maturity Decline

Lipton

Tapal

Supreme

Tetley

Market Segmentation Of Lipton Yellow LabelMarket Segmentation

Distinct needs - regular tea/ green teaCharacteristics – taste, aroma, strength Segmentation Variables DataGeographic Segmentation :-World region AsiaCountry PakistanCities All major cities of PakistanDensity Urban-RuralClimate Hot & dry

Demographic Segmentation:-

Age All age groupGender Male,FemaleFamily size 1-2,3-4,5 aboveFamily life cycle Married & UnmarriedIncome 12000 aboveOccupation White collar & service workersEducation School,colleges & UniversitiesReligion AllRace AsianNationality PakistaniBehavioural Segmentation:-Occassion Any occassionBenefits Quality,taste,flavour and brand statusLoyality Status Significantly highAttitude towards brand Positive & enthusiastic

SWOT Analysis of Lipton Yellow LabelStrengthsExperienced and quality management.Strong Ethical value (culture and heritage)Strong supply lineStrong financial positionStrong company imageSuccess of the sloganQuality & varietyEffective & attractive packagingBrand recognitionAccessibility

WeaknessHigh prices of the productSubstitute products

Opportunities&Threats

OpportunitiesResearch & developmentMakes people activeBrand is the part if traditional drinking

habits Expansion in other areas of country

ThreatsStrong competion in rural and urban areasInternationally increasing tea pricesPolitical conditions in the country may be

obstacle to exportsHigh infaltion in the country can negatively

effect the brand

Primary competitive alternative

  The primary competive alternative of Lipton Yellow Label is Tapal Danedar Tea.Tapal Danedar

Primary point of difference Of Lipton Yellow Label

LogoLipton Yellow Label is painting the world yellow with a marketing campaign that represents all that Lipton stands for brightness, vitality and fun with natural goodness and the red represents the energy it gives.

All the goodness of TeaThe all the goodness of tea makes Lipton Yellow Label different from other products. The point of difference is as follows

QualityHand picked close to the bud for best quality tea and finest tasteNaturalLitopn Yellow Label tea is a natural source of antioxidants and therein.Brand Image 100% naturalAccessibleConsistent qualityVersatileHigh Ethical ValueLipton yellow label has high ethical value in the minds of consumers because it is used since ages so people are well aware of the brand.

Four P’s Of Marketing Lipton Yellow Label

ProductThe product Lipton Yellow Label has a brand image in the mind of consumers. The consistent quality makes the product successful in the market.Excellence is a journey and not a destination.

PriceLipton Yellow Label has never wanted to compromise on quality so they adopted value based pricing.Lipton Yellow Label :100 gm : Rs.57200 gm : Rs 114500 gm : Rs 2501000 gm: Rs 499

Placement (Distribution)

Distribution plays an integral role in any company.The role of distribution in the marketing mix is to deliver a product to its target market or final consumerLipton Yellow Label has a distribution network spread across Pakistan.The popularity of the brand is so much making it the No.1 National Tea company in Pakistan. Lipton has its headquarter in Karachi and 650 distribution offices all over Pakistan. Liton Yellow Label is known for its wide distribution network. The Lipton Yelow Label distribution channel is:

Manufacturer Wholesalers Retailers Consumers

Promotion:The Lipton Yellow Label does it promotion in following ways.The company uses different promotion techniques they povide different items to people such as :CapsTea bagsCupsPrinted T-shirtsDiscountsBasant festivalsVansWatchesThe company is different sales promotion techniques at different time of the year depending on the sales of the product.Electronic Media :Advertisement: such as

TelevisionMagazinesInternet

Positioning Of Lipton Yellow Label

Positioning involves designing the product and image that will occupy a distinctive place in the minds of the target market. As can be seen, Lipton yellow label have the largest profit margins and market share in the tea industry.The Lipton Yellow Label has positioned its product in the minds of the consumer as Active RefreshingColorAromaTasteFlavorOutstanding QualitySlogan

BRAND REPOSITIONING AND TYPES OF BRAND REPOSITIONING

Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand.Product repositioning — key to successful marketingAFTER EXAMINING REPOSITIONING OF SEVERAL BRANDS FROM PAKISTANI MARKET THE FOLLOWING TYPES OF REPOSITIONING ARE IDENTIFIED, THESE ARE

Increasing relevance to the consumer Increasing occasions for use Making the brand serious Falling sales Bringing in new customers Making the brand contemporary Differentiate from other brands Changed market conditions. 

REPOSITIONING OF LIPTON YELLOW LABEL TEALIPTON YELLOW LABEL was initially positioned as delicious, sophisticated and premium tea for the global citizen. The advertisement also echoed this theme. The repositioning specifically addressed the local customer by the old melody “chai chahie......”CHANGING SLOGANLIPTON TEA CAN DO THAT…..This slogan and advertisement campaign attracts the youngsters..Lipton people placed the bill boards on roads, bus stops with simple questions…and their answers were given few steps forward.Launching of lipton ice teaLipton also launched ice tea to take the competition head on so the youngsters also enjoy their product.

Summary of male & female tea drinking habit

Gender 0

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60

MaleFemale

Habit of drinking tea according to age group

Age Group0

5

10

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20

25

30

35

1 to 1515 to 3030 to 4545 to 60 60 above

Habit of drinking tea according to marital status

Marital Status0

10

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60

UnmarriedMarried

Statistics for no. of cups consumed

Tea Consumed0

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45

50

1 to 2 2 to 3 3 above

Which brand is most consumed

Tea Brand44

45

46

47

48

49

50

51

52

53

54

Liton Yellow Label Tapal