Marketing: Tea and Lipton Yellow Label
INTRODUCTION:
Lipton was created at the end of the 19th century by Sir Thomas Lipton. Under the slogan “Direct from the tea gardens to the tea pot” this entrepreneurial businessman wanted to make tea a popular and approachable drink for everyone - with a high quality but reasonably priced product. The Lipton business was acquired by consumer goods company Unilever in a number of separate transactions, starting with the purchase of the US and Canadian Lipton business in 1938 and completed in 1972 when Unilever bought the remainder of the global Lipton business.
Over a hundreds years on, Lipton now possesses thousands of acres of quality tea gardens in East Africa.
In 1991, Unilever created a first Joint Venture with PepsiCo, the Pepsi Lipton Partnership, for the marketing of ready to drink (bottled and canned) teas in North America 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 is 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.
Over the course of a century, Lipton has become a dominant tea brand in many markets. The brand is well-represented in many countries across the globe, including the USA, France, Japan, Saudi Arabia, Australia, Sweden and Pakistan.
Compared to other tea brands, Lipton has always had a strong focus on innovation, given its continuous launch of both leaf tea and ready-to-drink tea products. Products target the mass market and are generally positioned in the middle of the price spectrum for tea. Due to its size, Lipton is also a dominant player in tea expertise in the world. The company employs professionals in tea growing, tasting, buying, blending as well as Research & Development teams. Unilever/Lipton owns Tea estates in Kenya and Tanzania, making it one of the few companies that is actively involved in the whole value
Lipton was created at the end of the 19th century by Sir Thomas Lipton. Under the slogan “Direct from the tea gardens to the tea pot” this entrepreneurial businessman wanted to make tea a popular and approachable drink for everyone - with a high quality but reasonably priced product. The Lipton business was acquired by consumer goods company Unilever in a number of separate transactions, starting with the purchase of the US and Canadian Lipton business in 1938 and completed in 1972 when Unilever bought the remainder of the global Lipton business.
Over a hundreds years on, Lipton now possesses thousands of acres of quality tea gardens in East Africa.
In 1991, Unilever created a first Joint Venture with PepsiCo, the Pepsi Lipton Partnership, for the marketing of ready to drink (bottled and canned) teas in North America 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 is 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.
Over the course of a century, Lipton has become a dominant tea brand in many markets. The brand is well-represented in many countries across the globe, including the USA, France, Japan, Saudi Arabia, Australia, Sweden and Pakistan.
Compared to other tea brands, Lipton has always had a strong focus on innovation, given its continuous launch of both leaf tea and ready-to-drink tea products. Products target the mass market and are generally positioned in the middle of the price spectrum for tea. Due to its size, Lipton is also a dominant player in tea expertise in the world. The company employs professionals in tea growing, tasting, buying, blending as well as Research & Development teams. Unilever/Lipton owns Tea estates in Kenya and Tanzania, making it one of the few companies that is actively involved in the whole value
Bibliography: •www.unilever.com •www.unileverpakistan.com.pk •www.wikipedia.org/wiki/ Unilever _ Pakistan •www.lipton.com •www.unilever.pk/ourbrands/foods/lipton.asp •en.wikipedia.org/wiki/Lipton •www.brandsynario.com