Marketing: Tea and Lipton Yellow Label

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  • Topic: Lipton, Tea, Iced tea
  • Pages : 11 (2390 words )
  • Download(s) : 49
  • Published : January 14, 2013
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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 chain of tea, from growing it to marketing it.

Like most branded teas, Lipton teas are a blend selected from many different plantations around the world, from well-known producing countries like Sri Lanka, Indonesia, China, and Kenya. Lipton Yellow Label is blended from as many as 20 different teas in specialized tasting rooms in seven regional hubs scattered all over the world.

Beginning in 2006, Lipton has served as title sponsor to TEAM Lipton, an elite women's professional road bicycle racing and triathlon team in the USA 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. LIPTON- THE KING OF TEA:

It was launched in 1890 and is the No. 1 tea brand owned and originating from any tea growing country. Lipton Tea is now exported to almost 150 countries worldwide. Lipton is rated amongst the top 3 international tea brands and is considered the No.1 for Quality.

This company generated turnover in excess of $ 4 billion, in 2003 with employment in the Group’s production facilities and offices of 800 persons. The Group excels in its commitment to manufacturing excellence; in its commitment to quality, factories in matching the quality of Lipton Tea with excellent manufacturing practice, the company has gained ISO 9001:2000 accreditations. The Group invests over $ 10 billion annually in ensuring that its manufacturing capability remains state of the art.

The Company is world’s No. 1 manufacturer and exporter of teabags accounting for over 57% of the country’s total exports of tea in bags. The focus on branded, high quality tea has made Lipton a major player in the premium segment of the global tea market, while re-establishing Yellow label Tea as the world’s finest.

“Vision”

“Lipton` s vision is to available within an arm `s reach of every individual...
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