STRATEGIC MANAGEMENT

 BBA CORE A SEM III

GROUP NO.15SR.NO NAME ROLL.NO

1 ANIKET PARTE BBA0150

2 SHLOK MANE BBA015051

3 SEJAL GAIKWAD BBA015052

4 NIKITA MHATRE BBA015053

TEA INDUSTRYTea is produced in both tropical and temperate zones. Because it grows at high altitudes, it typically does not compete with food or other cash

crops. Asia accounts for about three-quarters of global production, Africa for half the remainder, and several

Middle Eastern and Latin American countries for the rest.

Green tea has a less processed flavor than black tea. The leaves are

steamed and heated immediately after plucking. Because the leaves are

dried without going through fermentation, they remain green.

UNILEVER

In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever

Brothers India Limited (1933) and United Traders Limited (1935). These three companies merged to form HUL in

November 1956; HUL offered 10% of its equity to the Indian public, being the first among the foreign subsidiaries to do so

Unilever acquired Lipton in 1972 and in 1977 Lipton Tea (India) Limited was incorporated. Since the very early years, HUL has vigorously responded to the stimulus of economic

growth. The growth process has been accompanied by judicious diversification, always in line with Indian opinions

and aspirations.

LIPTON GREEN TEA

Lipton was created the end of the 19th century by Sir Thomas Lipton. Over

a hundred year on Lipton was possessing thousands of acres of

quality of tea garden in East Africa.The Lipton tea business was acquired

by consumer goods company UNILEVER in a number of separate

transactions, starting with the purchase of the US and Canadian

Lipton business in 1938 and completed in 1972 when Unilever bought the remainder of the global

Lipton business.

DISTRIBUTION STRATEGY• Every company’s motive is to have wide distribution

channel. Every company aims to provide its product at right time at the right place.

• Distribution channel in marketing are the one of the classic 4p’s.

• B2B and B2C companies can sell through single distribution channel through multiple channels that may include…

• Lipton Green gives considerable trade discount to wholesalers.

DISTRIBUTION CHANNEL • INDIRECT DIRECT

• Manufacturer Manufacturer • Wholesalers

• Retailers

• Consumers Consumers

STP PROCESS

SEGMENTATION

TARGETING

POSITIONING

SEGMENTATION

DEMOGRAPHICSEGMENTATION:

WORKING PEOPLE

SENIOR CITIZEN

YOUNGSTER

GEOGRAPHICALSEGMENTATION:

ALL MAJOR CITIES

BEHAVIORALSEGMENTATION

HEALTH CONSCIOUS

PSYCHOGRAPHC

SEGMENTATION

UPPER CLASS

UPPER-MIDDLE CLASS

TARGETING

Indian Middle Class And Upper Middle Class Which Accounts For Nearly 300 Million People

And More.

People Who Are Active Life Conscious, Specially In

Exhausted Condition –Tea Lovers.

POSITIONING

Lipton Green Tea Has Been

Positioned In The Market As

“Great Tasting And Good For Consumers”

Because It Is Rich In Protective Antioxidants

(Unilever 2007).

It Is Globally Promoted As “The Perfect Drink For

Active, Healthy Lifestyle”

(Unilever 2007)

Lipton Plays Major Role In Its Strong Aroma& Premium Price.

Consumer Welfare And Sustainable

Development Have Been The Main Driving Factors

Behind the Packaging And Marketing Of

Lipton Green Tea .

SWOT ANALYSIS

SWOT ANALYSIS

STRENGTH

WEAKNESS

OPPORTUNITIES

THREATS

STRENGTH

1.Rich Taste And

Flavor2.Unique Aroma

3.Good Packaging

4.Good Advertisin

gOr Brand Visibility

WEAKNESSES

Price Higher

Than The Competitor.

Capturing The Same Idea By Its

Competitors.

Substitute Products.

OPPORTUNITIES

Greater Awareness Of Health Benefits

Tea.

Rising Literacy

High Rate Of 

Population

THREATS

Preference For People Having

Other Beverages

Tea Brands Of Competitor

Low Rates Of Competitors

Product.

MARKETING MIX

PRODUCT PRICE PLACE PROMOTION

PRODUCT• Lipton Tea will be a high quality product offered

as specially blended herbs tea. • Contents of the Lipton Tea will be• 40 bags, 80 bags, 150 bags, 250 bags (Family pack)• The amount of bags refers to different target

groups.40 bags for singles, 80 bags for couples, 150 bags and 250 bags are Family Packs

PRICE

• Follows high-medium price strategy and offers more value for it.

• Follows a Going Rate Pricing strategy• Besides taking the competition into account,

Green Tea does cost plus pricing• It provides consumers a reasonable price

according to its quality.

PLACE

• In the beginning the company sole aim was to capture the tea market of Mumbai, as they were already in tea business here, only and then strategically build their network to other cities of India.

• Green Tea has a distribution network spread across India, from Mumbai to Pune with over 500 distributors.

• It also distributes its product world wide

PROMOTION

•  Advance campaign to build awareness and differentiated products quality from its competitors.

• Develop Awareness Among People• Build Loyal Customer Base

CONCLUSIONLooking at the overall plan, one thing is clear that no matter what it

takes, the audience need to be targeted very smartly and in a way that make them feel that the product has something in it that others do not.This acts as a competitive advantage for the company. Capturing the

maximum share in the market leads to more and more identifications of opportunities and these profitable opportunities need to be grasped

eventually at all levels of competition.The firm may operate with an annual advertising plan and the

campaign must be so strong that it delivers the message straight forwardly and hitting the aperture at the right place with maximum

media share. 

Thus, fulfilling its promise by its great taste, aroma, flavor and color to their customers all around the world.

BIBLIOGRAPHY • http://www.liptontea.com/ 

• Wikipedia. 2007. “Lipton.” Available at http://en.wikipedia.org/wiki/Lipton 

• Company Reports: Unilever Annual Review 2011

• http://www.monografias.com/trabajos15/strategic-marketing/strategic-marketing.shtml

• http://www.knowthis.com/principles-of-marketing-tutorials/marketing-planning-and-strategy/ 

• http://www.mediapost.com/publications/article/170917/new-strategies-for-customer-relationship-managemen.html