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lipton marketing project
INCLUDEPICTURE http//ciklife.files.wordpress.com/2010/04/yellow_label_100s.png MERGEFORMATINET SIM-RMIT University Marketing Principles (MKTG1199) Practical Assignment Marketing Plan Done by Wong Shi Min / S3352219 Wong Yu Hao / S3352026 Ong Jian Wen Eugene / S3352264 Ang Si Min Joan / S3351825 See Toh Jia Hui / S3352382 Table of Contents Executive Summary Introduction Situation Analysis Lipton - Company Profile Lipton Yellow Label Over the Rest Suppliers Intermediaries Sustainable Development Liptons Macro-environment Competitors Customer Environment (Demographics) Current/Potential Market Factors of purchase Socio-Cultural Economic Nature Technological SWOT Analysis of Lipton Objectives Marketing Objectives Perceptual Mapping Selection and Measuring of Target Markets Mktg Research Methodology Results Analysis Market Segmentation Target Market Strategy Strategic Marketing Mix Marketing Mix Strategy Product Product Features Product Life Cycle Mature Stage Comparison Market Positioning Improvisation Yellow Label Character Price Current Pricing Strategy Value proposition Price Adjustment Strategy Place (Distribution) Intensive Distribution Strategy Promotion Integrated Marketing Communication (IMC) Objectives of Promotional Strategies Advertising Sales Promotion Public Relations Promotional Details Implementation Evaluation Marketing Implementation Structural Issues Overall Approach to Strategy Tactical Marketing Action Plan Evaluation Control Meetings Departments in Control Valuing Customers Feedback Financial Analysis Costs Sales Forecast Conclusion Appendices References Executive Summary This report has identified that the well-known brand Lipton has potential room for improvement and will address issues and propose plans to help Lipton achieve greater marketing success. Lipton has over a hundred years of history and is the number one tea worldwide. It is owned by the multinational products corporation, Unilever. Lipton aim to meet the


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