39915343 A Marketing Plan For Lipton Ice Tea

MARKETING PLAN: LIPTON- UNILEVER

Table of Contents
Industry Analysis 3
Company Objectives 4
Vision Statement 4
Mission Statement 4
The Consumer: 5
Nutrition and Health 5
Quality 6
The Population: 6
Customer Analysis 9
Brand Analysis and Positioning 11
Competitor Analysis 12
SWOT Analysis 14
The Diffusion Process 17
Complexity 17
Market related Characteristics 17
Market related Characteristics 18
Product Related Characteristics 18
Divisibility 18
Market Related Characteristics 18
Product Related Characteristics 18
Compatibility 19
Market Related Characteristics 19
Product Related Characteristics 19
Relative Advantage 19
Market Related Characteristics 19
Product Related Characteristics 19
Marketing Planning: 20
Conclusion: 22
Bibliography 24

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

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