39915343 A Marketing Plan For Lipton Ice Tea

Topics: Iced tea, Tea, Lipton Pages: 25 (4997 words) Published: March 12, 2015


MARKETING PLAN: LIPTON- UNILEVER

Table of Contents
Industry Analysis3
Company Objectives4
Vision Statement4
Mission Statement4
The Consumer:5
Nutrition and Health5
Quality6
The Population:6
Customer Analysis9
Brand Analysis and Positioning11
Competitor Analysis12
SWOT Analysis14
The Diffusion Process17
Complexity17
Market related Characteristics17
Market related Characteristics18
Product Related Characteristics18
Divisibility18
Market Related Characteristics18
Product Related Characteristics18
Compatibility19
Market Related Characteristics19
Product Related Characteristics19
Relative Advantage19
Market Related Characteristics19
Product Related Characteristics19
Marketing Planning:20
Conclusion:22
Bibliography24

Industry Analysis
The Unilever Group is one of the world’s leading suppliers of fast-moving consumer goods. Their Lipton brand is a leader in the US market, besides having a significant global presence. They have also developed a ready to drink hot canned tea product under the name of Brook Bond’s PG Tips (herein referred to as Brooke Bond). Nestle is a small company based in Taiwan, and already successful with its oolong iced tea beverages drink in Taiwan. It now wants to target the Western markets. The report contains and explains the major variable components, which are required in the process of marketing. It gives an in depth analysis of the tea market. It also gives a clear picture of the internal and the external factors involved that surround the Iced Tea Product. Company Objectives

It’s the products and people that define Unilever. In an industry and world that are ever changing, Unilever’s ownership team is committed to maintaining a Vision and Mission that remain constant. The Vision statement for Unilever is as follows: Vision Statement

“We will be a global enterprise recognized throughout the world. We will be the standard by which other businesses measure their performance. Our hallmark will be the high quality nature products, initiative and teamwork of our people and our ability to anticipate and effectively respond to the changing consumer needs”. Mission Statement

“We are committed to providing our customers with high quality natural foods and tea products. We are growth and profit oriented. We conduct our business responsibly to achieve a superior financial return balanced with our growth benefiting our shareholders employees and fulfilling our commitment to the community and the environment”. The Consumer:

Unilever is pleased to include among its customers some of the biggest hotel, restaurant and food service distribution companies in The USA, as well as regional and local favourite restaurant chains, resorts, healthcare facilities and a variety of entertainment venues. Place such as Gyms, Parks and Clubs form a major part of our target segment and also the upper middle and above class people.

Let us have a brief look at some of the customer qualities. These have been extracted as a result of researches that have been conducted through various sources. These tell of what needs and preferences the consumers have as well as a general picture of the population trends. Nutrition and Health

Unilever’s research shows that majority of the people have developed health consciousness. This is mainly due to the various health programs being broadcasted on television as well as a variety of articles being published in magazines and digests. Lately trends show that people have started reverting back to the natural means of maintaining health. Natural means ensure high nutrition as well as health enhancement. Quality

The upper class and institutional consumers looks for quality which for them is synonymous to “imported”. The gap analysis will mention this factor in detail. The Population:
The USA population is about 500 million is increasing by 3-4 million people...

Bibliography: Mintel. 2005. “Tea and RTD Tea in the United States.” Available from http://www.liptont.com/our_products/iced_tea/
Ice tea as a brand , Joanne Dubbs Ball & Dorothy Hehl Torem, Schiffer Publishing, Atglen, PA, 1996, hb, pg
Popular Consumption, 1840-1940 , Roseann Ettinger, Schiffer Publishing, Atglen, PA, 1993 value update pb, pg
Litpon VS Nestle of the ‘60s, 70s, and 80s, Roseann Ettinger, Schiffer Publishing, Atlgen, PA, 1997, pb, pg
Twentieth Century Eating habits , Angie Gordon, Adasia International, New York, NY, 1990, hb, np
American tea , coffee and Iced tea , Priscilla Harris Dalrymple, Dover Publications, Mineola, NY, 1991, pb, np
Tea in the Movies , Elizabeth Leese, Dover Publications, Mineola, NY, 1991, pb, np
Everyday Eating out 1909-1920, As Pictured in Sears Catalogs , JoAnne Olian, ed., Dover Publications, 1995, pb, np
Everyday Fashions of the Twenties, Stella Blum, ed., Dover Publications, 1981, pb, np
Sturdivant, S
Wikipedia. 2007. “Lipton.” Available at http://en.wikipedia.org/wiki/Lipton
Main: Kotler, Philip; Armstrong, Gary; Saunders, John and Wong, Veronica (2001) Principles of Marketing, European Edition, Prentice Hall, Europe,
Chapter 3
Books: Maizels, Alfred; Bacon, Robert; Mavrotas, George (1997) Commodity
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Marketing Plan of Lipton Ice Tea Essay
  • Report on Lipton Ice Tea Essay
  • Lipton Tea Lipton Essay
  • Marketing Plan of Olive Tea Essay
  • Marketing: Tea and Lipton Yellow Label Essay
  • Essay about MARKETING PLAN
  • Essay on Ice Tea
  • Marketing Plan Essay

Become a StudyMode Member

Sign Up - It's Free