Lipton Marketing Strategy

Powerful Essays
Product Name: Lipton Tea

Table of Contents

1.0 Introduction 3 2.0 Overview of Consumer Behavior Audit for Lipton tea 3 2.1 Market segmentation 3 2.2 Product positioning 4 2.3 Pricing 4 2.4 Distribution strategy 5 2.5 Promotion strategy 5 2.6 Product 6 2.7 Consumer satisfaction and commitment 6 3.0 Conclusion 7 Reference List 8

1.0 Introduction
Lipton as one of Unilever’s brands established by Thompson Lipton in the UK is now the world’s largest tea brand regardless from reputation or sales volume, which is marketed in global 110 countries and regions including Australia. Meanwhile, Lipton tea is also the third largest nonalcoholic beverage most consumed by the global consumers, only next to Coca Cola and Pepsi. According to the statistics, Australians consume more than 22 million cups of tea every day (Unilever, 2012). Lipton provides consumers with a wide range of options, including black tea, green tea, large leaf tea, ice tea, herbal infusions, and Chai tea, so as to cater for their different tastes and preferences (Unilever, 2012). The purpose of this report is to analyze the market for Lipton tea using the categories and questions listed in the consumer behavior audit as a framework. After the overview, the report will identify the most important facets of the selected product’s market.

2.0 Overview of Consumer Behavior Audit for Lipton tea
According to Quester, Pettigrew & Hawkins (2011), the consumer behavior can be analyzed from market segmentation, product positioning, pricing, distribution strategy, promotion strategy, product, as well as consumer satisfaction and commitment. On this basis, it will provide an overview of consumer behavior audit for Lipton black tea from those perspectives.

3.1 Market segmentation
Consumers in different market segments will have different buying behaviors. Four typical types of segmentation criteria are geographic segmentation, demographic segmentation, psychological

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