Marketing Plan of Lipton Ice Tea

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  • Topic: Lipton, Tea, Iced tea
  • Pages : 2 (534 words )
  • Download(s) : 559
  • Published : May 16, 2013
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About Lipton :
An aromatic, uplifting beverage savored for centuries around the world from India and Ireland to the U.S.A., tea was once an expensive drink, enjoyed exclusively by the wealthy. And with early packaging and transportation issues, it was also variable in quality and taste. In 1880, 40-year-old, Glasgow-born entrepreneur and innovator Sir Thomas Lipton envisioned an opportunity to make tea universally accessible with guaranteed quality at acceptable prices. He began by purchasing tea estates in Ceylon, now Sri Lanka, and arranged packaging and shipping at low costs to sell his teas directly from the tea garden to the tea pot. In 1893, he established the Thomas J Lipton Co., a tea packing company with its headquarters and factory in Hoboken, New Jersey.

Lipton Distribution Around World :
Lipton teas were an immediate success in the United States and the United Kingdom. In recognition of his exceptional contribution, Thomas Lipton was knighted by Queen Victoria in 1898, and became Sir Thomas Lipton at the age of forty-eight. Lipton is now the world’s leading tea brand, sold in more than 150 countries. Goal :

make it more convenient, accessible and health-appealing to consumers. Brand Analysis and Positioning Lipton ice tea is produced to make it great tasting and good... Product : ICE TEA WITH RED FRUITS

Filled to the brim with mouth watering red fruit flavour and Ice Tea goodness. Media Plan: Lipton Ice Tea

Industry Analysis
In 2005, the tea industry reached the $1.7 billion category and it is expected to continue growing indefinitely (Mintel 2005). Market analysts believe the tea industry will continue to boom and is not expected to reach saturation level in the near future. The favorable movement in the tea industry can be attributed to two major factors: a) consumers need for convenience and time-saving services; and b) the positive press given to tea....
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