Lipton Marketing Plan

Topics: Tea, Green tea, Black tea Pages: 11 (3662 words) Published: March 10, 2012
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
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, Tapal moved from success to success introducing tea brands to suit every taste and pocket, sold from its retail outlet in Jodia Bazar, Karachi. The quality of Tapal teas soon became legendary and people from all parts of Karachi started lining up at the outlet to purchase tea. For their convenience, Tea distribution was initiated to retail outlets around the city. The company continued to grow under the management of the founder's son, Faizullah A. Tapal. Today Tapal Tea is managed by the founder's grandson, Aftab F. Tapal. After studying abroad, Aftab Tapal returned to Pakistan to introduce professional management and unique production ideas to the business. A well trained tea taster and tea connoisseur himself, Aftab Tapal introduced new tea concepts and developed a wide range of tea blends catering specifically to the tastes of people throughout Pakistan. His progressive outlook resulted in giving further strength to the foundation of quality laid by his family. Making a modest beginning over half a century back, today Tapal has become the largest, 100% Pakistani owned Tea Company in the country. It has modern tea blending and packaging factories, warehouses equipped with state-of-the-art equipment and a team of highly dynamic professionals headed by Aftab Tapal himself. SHARED VALUES

1. Trust in Each Other|
Tapal believe that trust is the foundation of our business actions.It believes that honesty is absolute and that integrity cannot be compromised. All our actions are guided by fairness and sincerity of commitment.|  |

2. Outstanding Quality|
Tapal believes in dedicating ourselves to achieving an outstanding quality in all our activities. Excellence is a journey, not a destination. Quality is a way of life for us.|
3. Passion for Creativity|
Tapal is open to novel ideas in every aspect of our business of choice.Tapal believes in providing an environment which supports individual opinion and efforts, inspires and enables...
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