LIPTON ICE TEABUILDING BRAND THROUGH SOCIAL MEDIA

PRESENTERS: PRANAV & MANJUNATH

Introduction Lipton is one of the world’s greatest refreshment brands. It’s the world’s best-

selling tea brand, has been established for more than 100 years, and is available

in more than 100 countries.

Lipton have learned a lot about tea over the past century – and Lipton now offers

an array of tea-based drinks, from leaf tea to tea bags, Lipton Ice Tea soft drinks,

zero calorie infusions and healthy green tea that’s packed with antioxidants.

Lipton is proud of their heritage but certainly not afraid to innovate. Lipton

experts broke with teabag tradition to come up with the Lipton Pyramid tea bag

which allows tea leaves more room to move and infuse for a better brew. And

Lipton Cold Brew tea bags, which make instant ice tea easy, are another example

of how they are reinventing one of the world’s favourite drinks. 

Some of the Lipton Products…….

Lipton in India In 2003, PepsiCo and Unilever formed a global 50:50 joint venture -

Pepsi Lipton International - to manufacture and market Lipton Ice Tea

variants in 67 countries. The JV entered India in 2004.

When LIT was launched in India in 2004, it turned out that the product

was ahead of its time. Consumer insights revealed there was a gap

between intent and action when it came to consumption of health

beverages.

The PepsiCo and HUL decision to re-launch the ice tea comes at a time

when rival Coca-Cola introduced ice tea brand 'Nestea' in bottles in

partnership with Nestle.

The Lipton ice tea will add to PepsiCo's health and wellness product

portfolio. The company's other health products includes Quaker Oats,

Aliva, Nimbooz, Tropicana 100 per cent.

Source:http://articles.timesofindia.indiatimes.com/2011-06-07/india-

business/29629304_1_ice-tea-green-tea-hul

Market for Ice Tea in India It’s a known fact that unlike the USA, where 80 to 85 per cent of tea

consumption is in the form of iced tea, in India there is still a strong

inclination towards hot beverages.

Now-a-days metropolitans are tasting ice teas as the changing

trends in lifestyle.

They are available in ready to drink as well as powder form(sachets).

What is working in favour of the iced tea seems to be the health

platform. The fact that iced tea is healthier than carbonated soft

drinks, is higher on coolness quotient and has a high preference over

carbonated soft drinks is benefiting the players.

Why Lipton ice tea was withdrew from Indian market….

Lipton ice tea was launched in India in 2004 and withdrawn in a

year. PepsiCo said that it turned out that the product was ahead of

its time.

Misrepresentation of Lipton iced tea with other beverages. (Lipton

is an anti-oxidant and non-carbonated FMCG)

Lack of campaign and communication.

Source: http://wrd.mydigitalfc.com/companies/pepsico-unilever-revive-lipton-ice-tea-jv-india-067

Re-launch…. On June 6, 2011, PepsiCo India and Hindustan Unilever Limited

(HUL), announced the re-launch of Lipton Ice Tea in the Indian

market.

Their common objectives were:

To create purchase intention for the Lipton Ice Tea among

consumers.

To create familiarity with the benefit of consuming Lipton Ice

Tea among consumers.

Target ‘Right Consumer’

 

Campaigns undertaken

• A campaign called LOL (Laugh Out with Lipton) targeted

Twitter for

stress-filled or complaining tweets from the city

• Genie in the bottle

• Chill Out Surprise

• Sample distribution

• Facebook fan page

ConclusionThus by using the social media as their main

tool of promotion Lipton Ice Tea has tapped back the Indian market very strongly and is in the news for good reasons and hope it sets up the trend of ice tea drinking in India.

REFERENCES •Business Line – article by Purvita Chaterjee• India Infoline web• http://timesofindia.indiatimes.com/business/india-business/PepsiCo-HUL- to-relaunch-Lipton-ice-tea/articleshow/8755553.cms• http://wrd.mydigitalfc.com/companies/pepsico-unilever-revive-lipton-ice-tea-jv-india-067• http://articles.timesofindia.indiatimes.com/2011-06-07/india-business/29629304_1_ice-tea-green-tea-hul•http://www.hul.co.in/mediacentre/news/2011/LiptonIceTealaunchedinIndia.aspx•http://www.exchange4media.com/news/story.aspx?Section_id=3&News_id=16573• http://www.just-drinks.com/news/pepsico-unilever-relaunch-lipton-ice-tea_id104105.aspx

Thank you and chill out with lipton…!!!