lipton marketeing
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Product Name: Lipton Tea Table of Contents 1.0Introduction3 2.0Overview of Consumer Behavior Audit for Lipton tea3 2.1Market segmentation3 2.2Product positioning4 2.3Pricing4 2.4Distribution strategy5 2.5Promotion strategy5 2.6Product6 2.7Consumer satisfaction and commitment6 3.0Conclusion7 Reference List8 1.0 Introduction Lipton as one of Unilever’s brands established by Thompson Lipton in the UK is now the world’s largest tea brand regardless from reputation or sales volume, which is marketed in global 110 countries and regions including Australia. Meanwhile, Lipton tea is also the third largest nonalcoholic beverage most consumed by the global consumers, only next to Coca Cola and Pepsi. According to the statistics, Australians consume more than 22 million cups of tea every day (Unilever, 2012). Lipton provides consumers with a wide range of options, including black tea, green tea, large leaf tea, ice tea, herbal infusions, and Chai tea, so as to cater for their different tastes and preferences (Unilever, 2012). The purpose of this report is to analyze the market for Lipton tea using the categories and questions listed in the consumer behavior audit as a framework. After the overview, the report will identify the most important facets of the selected product’s market.
2.0 Overview of Consumer Behavior Audit for Lipton tea According to Quester, Pettigrew & Hawkins (2011), the consumer behavior can be analyzed from
StudyMode - Premium and Free Essays, Term Papers & Book Notes
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Greentealipton
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Home »
> Business & Economy »
> Marketing & Advertising
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Page 1 of 8
Product Name: Lipton Tea Table of Contents 1.0Introduction3 2.0Overview of Consumer Behavior Audit for Lipton tea3 2.1Market segmentation3 2.2Product positioning4 2.3Pricing4 2.4Distribution strategy5 2.5Promotion strategy5 2.6Product6 2.7Consumer satisfaction and commitment6 3.0Conclusion7 Reference List8 1.0 Introduction Lipton as one of Unilever’s brands established by Thompson Lipton in the UK is now the world’s largest tea brand regardless from reputation or sales volume, which is marketed in global 110 countries and regions including Australia. Meanwhile, Lipton tea is also the third largest nonalcoholic beverage most consumed by the global consumers, only next to Coca Cola and Pepsi. According to the statistics, Australians consume more than 22 million cups of tea every day (Unilever, 2012). Lipton provides consumers with a wide range of options, including black tea, green tea, large leaf tea, ice tea, herbal infusions, and Chai tea, so as to cater for their different tastes and preferences (Unilever, 2012). The purpose of this report is to analyze the market for Lipton tea using the categories and questions listed in the consumer behavior audit as a framework. After the overview, the report will identify the most important facets of the selected product’s market.
2.0 Overview of Consumer Behavior Audit for Lipton tea According to Quester, Pettigrew & Hawkins (2011), the consumer behavior can be analyzed from