Presentation

Lipton Yellow label Tea

MembersIrfan Rafiq 122

Abdul Qadir 138

Integrated Marketing Communication (IMC):

Sender Encoding Messages: As we know Lipton history start from

1850. So its impossible to describe whole history in the meantime. We will discuss communication process

Sender Encoding Messages:

1984-Lipton re-launched in Pakistan with a big bang

1987-Tea bags were added to the lipton portfolio

1989-Lipton merged with lever Brothers

Channel:

Lipton use different channel to communication its messages. Some channels are:

Magazine TV Sampling Online Outdoor, such as billboard, Merchandising

Channel:

› Direct Mail› Brochures› Coupons› Point of purchase › Events

• Face book • Twitter • Instagram • YouTube • Daily motion

Receiver:

After decoding the message customer receive message through different channel. Then they will buy the product. When they have some interest on message. Customer can receive message anything that about packages, flavor, benefits of products, etc.

Feedback:

Customer can feedback to Lipton through social media that is very convenient

F

7p’s

Product:

Price:

Place: Lipton Yellow label has distribution

network across Pakistan. Its popularity in Pakistan make it No1

Brand in country. It is available at more than 180000

outlets in Pakistan Lipton has its Head quarter in Karachi

and 650 distribution offices all over the Pakistan

Promotion: TV Newspaper Radio Print Media Social Media

Sales Promotion:

Lipton tea is advertising itself on TV channels, print media and social network giving promotion like the chance of winning Car through lucky draw

Lipton does it promotion done in following ways advertisement

Personnel selling Sale promotion Internet marketing Publicity

Process:

great flavor  easily accessible -affordable

People Lipton company employees provide

best services to their customers. Whether they run a support desk, customer service, copywriters, programmers…etc. And if the customers give the good feedback. Then this is the best opportunity for Lipton to increase their sales growth in the market.

Physical Evidence:

Lipton tea sale in 150 countries worldwide ( Sri Lanka, India, Kenya, and China, Japan, Russia and Australia, etc.

Its best facility is customers can buy any stores .Customer can go to their website http://www.liptontea.com/ and can know the nearest place where they can buy it.

ANSOFF MATRIX

Market penetration: Lipton tea increase its market share

Lipton introduce new products after black tea. Green tea , ice tea are the new products of the Lipton

Market development:

Lipton yellow label tea expand his business and increase his market segmentation like geographic, demographic etc. As we know that Lipton tea has been introduced globally. Its available in 150 countries.

Product development:

Lipton yellow label tea develop his product and introduces new products in the market

green tea and ice tea. Green tea is for health conscious. And Iced tea is a very popular beverage, especially in the summer or in warm climates. With so many varieties of iced tea available in different areas

Diversification:

At start, Lipton company Introduced Lipton Yellow label tea Then its produce green tea and recently its introduced ice tea.

Lipton Tea Company target the different culture and taste. In Pakistan it is mostly focus on Urban Areas.

Market segmentation/Target Market

Geographic: 

The market of Lipton is segmented according to geographic criteria such as:

Nations States regions, Countries Cities  Neighborhoods.

Demographic Target:

All age groups Lower, Middle and High income class Lower-Middle class

 Targeting of Lipton:

It targeted the urban areas (offices, hotels, restaurants, café, and banks)

Lipton is targeting for upper middle, upper lower and upper middle class

Swot Analysis

Strength: Experienced and quality management. Strong Ethical value (culture and

heritage)  Strong financial position  Strong company image Strong brand image, loyalty and brand

awareness in Pakistan .

Weakness:

High prices of the product Substitute products Stiff/high competition High advertising budget

Opportunity:

High rate of population growth .Market opportunity of Lipton Yellow

Label in rural areas Makes people active Expansion in other areas of country Strong brand loyalty

Threat:

Strong competition in rural and urban areas

Internationally increasing tea prices and nationally consumption of open tea.

Political conditions in the country.

BCG Matrix

Question Mark:

Question mark is a stage in which company gets the high market growth rate of there product but very low relative share of market.

Herbal Tea

Stars:

Star is a stage in which company gets high market growth rate and high relative share of market. It is a stage in which company reach at its peak point

Green Tea

Cash Cows

Cash cows is a situation in which company gains high relative share (cash generation) of their market but low market growth rate (cash usage).It is a stage in which Lipton yellow label falls in the current market situation.

Dogs:

A dogs is a condition in which the company has very low market growth rate and has a low relative market share. In such condition the company may shut down their work and exit the market

Ice Tea

Consumer Process Model

Lipton search the consumers through media ,print media , electronic media . People do work then tired . And when they take tea after that , they feel relax and say that " Lipton La jawab hai".

Company advertise the ads on TV, Radio ,social media etc. Then customers come in contact with the Lipton

It focus to the audience who want to increase their memory, cognition and immune system.

Consumer Process Model

Specially its for the business men and that do jobs. Its reduce people tiredness

Some people don’t see the advertisement. Therefore Lipton use bill boards for advertising. It’s the visualization concept and capture the mind of the customers.

Its ads are clear and viewers can easily understand whatever message Lipton give.

Its ads are very interesting and customers remember for a long time.

 

Central Cue:

Lipton mostly use in their advertisement Positive brand attitude. Its show the positive image of the product. Use famous celebrities that has positive image in their fans and other peoples. In recently advertisement Lipton shows that its quality is best compare to the others. It gave the message to its customers, “Lipton La Jawab hai “Nahi to Paise wapis” . Its mean it capture the mind of its customers. This advertisement changes the attitude of the customers. Even if customers never taste tea. May be when they’ll see the advertisement. At least one time they will taste Lipton.

Budget:

Semiotics Brand Logo

Why Lipton choose Yellow color?

Yellow attracts attention better than any other color. In fact if they were choosing a color for danger now it would be yellow rather than red!

Brand Slogan:

Recently, Lipton launch new slogan for its customers , New slogan is Lipton Ek Bar Pasand na aye to paise wapis). Through this slogan its capture the consumers mind. That customers who never taste Lipton tea. May be when they listen slogan at least one time they’ll buy Lipton. Because

Ek Bar Pasand na aye to paise wapis).

Thank you