Lipton Marketing Plan
CHAPTER 1
INTRODUCTION
Green tea is widely consumed in Pakistan and is regarded as a health-promoting beverage. The idea behind this project is to conduct a brand-blind taste test for green tea and devise marketing strategies. For this, we have chosen two leading brands of Pakistan i.e. Lipton and Tapal. Their corporate profiles are briefly discussed below
Lipton is one of the world 's great refreshment brands, making a big splash in the global beverages market with tea-based drinks including leaf tea, infusions, ready-to-drink tea and other healthy, refreshing alternatives to soft drinks. Lipton is painting the world yellow with a marketing campaign that represents all that Lipton stands for — brightness, vitality and fun with natural goodness.
The parent company of Lipton is Unilever. Unilever Pakistan Limited is a Pakistan-based company. The Company manufactures and markets home and personal care products, beverages, ice cream and spreads .The Unilever Pakistan Limited (UPL) was established in Pakistan in 1958. Unilever Pakistan is the largest FMCG Company in Pakistan, as well as one of the largest multinationals operating in the country. Unilever has consolidated its green tea line under its Lipton ‘Clear Green’ brand, which includes its original pure flavor alongside three newly launched flavors – Jasmine, Lemon and Mint.
“Lipton tea can do that” is the positioning statement of Lipton.
Products:
1. Clear green: Mint 2. Clear green: Lemon 3. Clear green: Jasmine 4. Clear green: Natural
ABOUT TAPAL
HISTORY
The journey of Tapal 's remarkable success is the combined efforts of three dynamic generations of the Tapal Family. In 1947, Tapal started out as a family concern under the personal supervision of its founder, Adam Ali Tapal.
Against tough competition Adam Ali 's unique blend, later named Family Mixture, became a hot favorite and eventually the largest selling brand in the unorganized tea market. From this auspicious beginning,
INTRODUCTION
Green tea is widely consumed in Pakistan and is regarded as a health-promoting beverage. The idea behind this project is to conduct a brand-blind taste test for green tea and devise marketing strategies. For this, we have chosen two leading brands of Pakistan i.e. Lipton and Tapal. Their corporate profiles are briefly discussed below
Lipton is one of the world 's great refreshment brands, making a big splash in the global beverages market with tea-based drinks including leaf tea, infusions, ready-to-drink tea and other healthy, refreshing alternatives to soft drinks. Lipton is painting the world yellow with a marketing campaign that represents all that Lipton stands for — brightness, vitality and fun with natural goodness.
The parent company of Lipton is Unilever. Unilever Pakistan Limited is a Pakistan-based company. The Company manufactures and markets home and personal care products, beverages, ice cream and spreads .The Unilever Pakistan Limited (UPL) was established in Pakistan in 1958. Unilever Pakistan is the largest FMCG Company in Pakistan, as well as one of the largest multinationals operating in the country. Unilever has consolidated its green tea line under its Lipton ‘Clear Green’ brand, which includes its original pure flavor alongside three newly launched flavors – Jasmine, Lemon and Mint.
“Lipton tea can do that” is the positioning statement of Lipton.
Products:
1. Clear green: Mint 2. Clear green: Lemon 3. Clear green: Jasmine 4. Clear green: Natural
ABOUT TAPAL
HISTORY
The journey of Tapal 's remarkable success is the combined efforts of three dynamic generations of the Tapal Family. In 1947, Tapal started out as a family concern under the personal supervision of its founder, Adam Ali Tapal.
Against tough competition Adam Ali 's unique blend, later named Family Mixture, became a hot favorite and eventually the largest selling brand in the unorganized tea market. From this auspicious beginning,