AMERICAN INTERNATIOANL UNIVERSITY-BANGLADESH

Instructor :Habib, Mahbub Zaman

Lipton was created at the end of the 19th

century by Sir Thomas Lipton.

Over a hundreds years on, Lipton now possesses

thousands of acres of quality tea gardens in

East Africa.

LIPTON TEA

Under the slogan~ DIRECT FROM THE TEA GARDEN TO THE TEA POT, he made tea a

popular and approachable drink for everyone high quality but reasonable

priced.

The Lipton tea are his heritage and they are more popular than ever.

Thanks to him , LIPTON TEA is now WORLD LEADER and present in more than 150 countries.

VISIONLipton` s vision is to available within an arm

`s reach of every

individual desire.

MISSION STATEMENT

Our purpose in Lipton is to meets the every day

needs of people everywhere to anticipate

the aspiration of our consumers and customers to respond creatively and

competitively with products which raise the

quality of life.

LIPTON TAAZATaaza stands for premium quality, bringing in the world famous tea blending expertise and heritage of the Brooke Bond House.

Your perfect cup of tea, giving you daylong freshness

Each grain of Taaza has been selected from the finest tea gardens of Bangladesh, giving a blend with exceptional color, taste and aroma.

.

Our group, consists of six members, went to Mirpur 10, Mirpur 11, Mirpur 14, Uttara, Kafrul, Malibag, Shantinagar, Shegunbagicha, Goran, Rampura, Panthopath, Farmgate, Dhanmondi, Kuril, Bashundhara and Baridhara for a quick survey on tea. We have found a total of 14 bands of tea.

Competition Analysis:

From the survey we have tallied the following results:

Product Analysis

Product Level:Core: Refreshment drink (Type-convenience product) Actual: Black tea dust in plastic air-tight packet (To dissolve in water and drink)

‘LiPTON TAAZA`S PRODUCT RANGE’

In every firm as they are trying to capture the market they are producing different product forms. The product forms are given below:

The most popular forms are:•Lipton Taaza Fresh Tea•Lipton Darjeeling Tea.•Lipton Yellow Label Tea.•Lipton Red Label Natural Care.

Lipton Taaza

But in Bangladesh two form of tea is available. Taaza Danedar — the classic Taaza blend that gives a sweet liquor with brilliant colour and aroma, a cup of tea filled with daylong freshness.

Taaza Teabag — Taaza’s special double chamber flow-through teabag provides a cup of tea with exceptional colour and taste. Consumers now have the option to customize their own cup of tea, the way they like it — light, regular or strong/

Entertainment

Lipton Ice Tea is launching its

first global TV ads featuring

Hollywood actor Hugh Jackman

The 'X-Men' star features in two

ads called ‘Tokyo Dancing Hotel'

and 'Hard Day's Work', created by

DDB Paris

The activity is the first by

Jackman on the brand, as part of a

three year partnership with Lipton

Ice Tea

Streets Activities

Anyone interested in the event “Lipton Moving Café”, which is to give away free ice tea to office workers, shoppers, and park visitors.

Musical road show

CSRIn 2007 Lipton committed to purchase all

of its tea from sustainable, ethical sources. Since then, the company has worked closely with the Rainforest Alliance, a non-profit conservation organization, to certify as sustainable all of the tea estates that supply its tea. The brand's long-term goal is to have all of the tea for its tea bags - globally - sourced from Rainforest Alliance Certified estates by 2015.

Source: http://www.csreurope.org/news.php?type=&action=show_news&news_id=2452

Promotion

Promotion strategy

1. Television ad,2. Billboard,3.Direct communication,4. Internet,5. Social activity,6. Talk show,7. They can sponsor for Cricket, football and other game.

YOU DO GOOD THINGS

WHEN YOU DRINK GOOD THINGS

CLEARS YOUR MIND NATURALLY

CONCLUSION

Lipton company due to large in size in term of financial and human recourse capital and wider product range Lipton can look forward to competition in an encouraging and growing market with demand expected to rise steadily in the immediate long run.