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Report

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Lipton

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Topic: report on

Lipton yellow label


Submitted to

Muhammad ARSLAN Sarwar


Submitted by

Group:
Muhammad USMAN SOHAIB Tariq Syed QAISAR Abbas Hafiza SAHER Afshan

( E)
roll no
095 104

Names:

Class
Subject

M.com (x)
Principles of MARKETING

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Table of contents (report on Lipton tea)


1 2 3 4 5 6 7 8

Name of topics
Acknowledgment Dedication Executive summary Introduction Objectives Market research analysis Market plan and strategies Situation analysis Target market Bases of segmentation Level of competition Market mix Product Price Place Promotion SWOT analysis BCG matrix Porters 5 forces model analysis Feedback and control Recommendations Conclusion

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Acknowledgement
Thanks to ALLAH almighty for giving us the skill as well as we also wants to tribute to our HOLY PROPHET Peace Be upon Him who show us the reality of God. We would like to thank to our professor Muhammad ARSLAN SARWAR (Principles of Marketing) who have been providing guidance and support during the whole process of our report. We feel motivated and encouraged every time we attend his lectures. Without his encouragement and guidance this report would not have materialized. The guidance and support received from all the group members who contributed to this report, was vital for the success of the report. We were grateful for their constant support and help. This report was arguably one of the most painful yet thrilling experiences in 1st semester. Making this report has immensely helped us in understanding the skills of Marketing. Thanks!

And finally thanks to those

cups of tea weve had during this report!!

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DEDICATED
To
Our Beloved parents
Muhammad ARSLAN Sarwar
All UOGs faculty
All sweet friends, fellows and group members

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Executive Summary
The report is an effort to identify different aspects of Marketing in Lipton Yellow Label tea, which is one of the major players in the branded tea market in Pakistan; Lipton the only international tea brand in Pakistan changed its initial elite based marketing and turned to serving the masses of Pakistan with premium quality tea. At present there are two kinds of tea available in the market: branded and unbranded (loose) tea, the ratio is (40:60) Towards the start of report figures regarding the Lipton yellow label situation analysis of market, its target market, and contribution from different tea brands are also given. Its bases of segmentation and level of competition of Lipton tea in the market. An integral part of the report is detailed analysis of the marketing aspect including pricing, product, and placement and promotion areas. SWOT analysis, BCG Matrix and porter five forces model analysis of Lipton yellow label tea are also discussed. Feedback, control, Recommendations and conclusion are also given to the best of our knowledge.

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Introduction of Unilever

Unilever is one of the worlds greatest consumer goods company and Lipton yellow label is a product of Unilever.They sell around 150 million products a day, which makes them worlds largest food businesses and a leader in Home and Personal Care markets. There brands meet people everyday needs for nutrition, hygiene and personal care and they are obsessed with developing new products that reflect the way that people likes and tastes are changing.

Company Information
Unilever was created in 1930 when the British soap-maker Lever Brothers merged with the Dutch margarine producer. Unilever Company came into the Pakistan market in 1949 with the name of Lever Brothers Pakistan. Changed the name Lever Brothers Pakistan to Unilever in year 2003. The average per annum consumption of tea is 150 million kilograms. Lipton enjoys a huge market share. Unilever caters in three categories which include a. Food Brands b. Personal Care Brands c. Home Care Brand

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History of Lipton Tea


Lipton Tea is a British tea company, founded and named after its original owner, Sir Thomas Johnson Lipton. Lipton tea began in 1870 and is currently one of the biggest tea distributors in the world.

Origin of Lipton Tea Legend Myths and Facts


Lipton was born in 1850, in Glasgow, Scotland. In 1865, Lipton moved to the United States where he held various jobs, including working on a tobacco farm, a rice plantation and a streetcar. Lipton, Lipton returned to Scotland and opened his own grocery store in 1871. Lipton pioneered the idea of selling tea as individual packets, for longer freshness, consistent quality and guaranteed weight.

Lipton tea today


Lipton tea is now one of the largest tea traders in the world. It is currently owned by the Unilever Company.

Objectives
The aim is to provide quality tea that is safe for the health and energizing for the mind and body with an unforgettable flavor. Lipton has to retain its position as a market leader against all its competitors especially Tapal who is its challenger and close substitute.

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It has to interact directly with the consumers in order to be aware of the requirements and expectations of its consumers. It has to maintain the highest satisfaction standards and goodwill amongst the consumers. It has to maintain its brand name and loyalty.

Market research analysis


Market research analysis is conducted by adopting following techniques and methods to input information in this report TYPE OF RESEARCH:
The Research type is Observational
Involves gathering primary data by Observing relevant people Actions and situations Group discussion

Data collection methods

1. Observation: 2. Structured and unstructured Interviews: 3. Questionnaires:


General Questions About the product

Primary data

Office Tours (wazirabad 1/2012) Office visit has been conducted to get basic information about the uniliver Company, its objectives and products Uniliver office Moti bazaar, Islamabad mor wazirabad. Websites I. WWW.UnileverPakistan.com.pk II. WWW.lipton.com.pk

Secondary data

Market plan and strategy


SITUATIONAL ANALYSIS

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MICROENVIRONMENT FACTORS
Microenvironment of a company is all the factors that affect its ability to serve its customers. It includes the company, suppliers, marketing intermediate, customer markets, competitors, and publics 1. The Company

Unilever was created in 1930 when the British soap-maker Lever Brothers merged with the Dutch margarine producer, Margarine Unie. Unilever Company came into the Pakistan market in 1949 with the name of Lever Brothers Pakistan. Changed the name Lever Brothers Pakistan to Unilever in year 2003. The average per annum consumption of tea is 150 million kilograms. Suppliers

More than 150,000 outlets in Pakistan including Super stores General stores Grocery stores Discount stores Departmental stores

650 distribution offices with Head quarter in Karachi

1. Marketing Intermediateries Unilever marketing intermediaries have played an effective role in distributing its products. Physical distributers Financial intermediaries These have strongly helped the company in promoting its products.

1. Customers Number of people familiar with tea around the world:

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MACRO ENVIRONMENT FACTORS


Microenvironment factors are all the societal factors, which affect the company; these include demographics, economic, natural, technological, political and cultural forces. 1. Demographics Generally people consume 2-4 cups of tea per day. The demographics include Age Location Gender Race Occupation

. The potential market of Lipton is the people aged 10-60; it does not target the children. 2. Economics Forces Economic forces in a macro environment are: Economic growth rate Unemployment rate Inflation rate Interest rates Infrastructure quality Business cycle stage (e.g. prosperity, recession, recovery)

3. Cultural Factors Pakistan has produced unique cultural of its own type. Values Norms Cross culture

Target market
Targeting of Lipton:
Lipton Yellow Label is working in more than 110 countries therefore the target market is a global village that consists of people with different cultures, taste, habits & food. It targeted the urban areas (offices, hotels, restaurants, caf, and banks)

Lipton is targeting for upper middle, upper lower and upper middle class The teabags are targeted toward the upper high class.
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Soft packs and jar packs are targeted for middle and middle lower class. The age group segment selected for Lipton is between (15 60) It is targeting to those people who are young, trendy, cosmopolitan, hip, and cosmopolitan.

MARKET SIZE CALCULATION


The Market size is: NUMBER OF BUYERS = 0.444 Million MARKET SIZE = NUMBER OF BUYERS * AVERAGE CONSUMPTION THEREFORE 0.444 * 48per year = 21.312Million

Market Segmentation
Market Segmentation Of Lipton Yellow Label
Distinct needs - regular tea/ green tea /black tea Characteristics taste, aroma, strength Behavior in terms of 4 Ps Segmentation of consumer market

CURRENT STATUS OF SEGMENTATION


There are two clear segments of consumers in the market, branded tea consumers and unbranded tea consumers. In Punjab, the majority of rural areas are absolutely brand loyal while unbranded tea is only popular in teashops and hotels

Segmentation Base Segmentation Variables



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Selected
Geographic Segmentation:Asia Pakistan All major cities of Pakistan Urban-Rural Hot & dry All age group Male, Female 1-2,3-4,5 above

World region Country Cities Density Climate Age Gender Family size

Demographic Segmentation:-

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Family life cycle Income Occupation Education Religion Race Nationality Occasion Benefits Loyalty Status Readiness Stage Attitude towards brand User Status User Rates

Married & Unmarried 12000 above White collar & service workers School, colleges & Universities All Asian Pakistani Any occasion Quality,taste,flavour and brand status Significantly high Awake & interested Positive & enthusiastic Ex-user, regular user, first time user Medium user, heavy user Middle class and upper class Actualizes, Fulfilled, Believers, Achievers Cultured, energetic.

Behavioral Segmentation:-

Psychographic Segmentation: Social Class Lifestyle Personality

USE-SITUATION SEGMENTATION

Occasions Objective Location Person

Regular and parties To feel fresh and healthy. Home, office Self, family members, friends

Level of competition
Market competition:
The tea market in Pakistan is very well saturated because of the high consumption of open tea which accounts for over 60% of tea sold but if we look at the branded tea market there Brooke bond leads the market in branded tea, while Tapal being second and Lipton being third in terms of sales with other small brand of Unilever and Tapal also laying claim to the market.

Primary competitive alternative


The primary completive alternative of Lipton Yellow Label is Tapal Danedar Tea.

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Tapal Danedar
Tapal is a well known name in Pakistan. In 1947, it started business and now is a Tea leader in the tea market of Pakistan.

Competitive Rivalry
Tapal Danedar Tea Started in 1947 by Tapal Family.

Largest Pakistani owned Tea Company Innovation ISO Certification


Tapal Danedar and Lipton Yellow Label are primary competitive of each other they are they competitive because they target the same consumers for same type of people there Target market is same. They also have slightly difference in there prices,

Major Players and competitors:

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Marketing mix
The Marketing Mix (The 4 P's of Marketing)
Marketing mix (decisions) generally fall into the following four distinct categories: Product

Pricing

Place issues(distribution)

Promotional tools

Product
The product name is Lipton yellow label that has a strong brand image in the consumer mind. It is regular tea that has a strong taste, aroma, and strength.
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Product line

Black tea Green tea Flavored black tea Herbal tea Pyramid tea Iced tea mix Iced tea to go Lipton pure life tea Lipton iced tea Food service Lipton brisk

Price
Lipton Yellow Label has never wanted to compromise on quality so they adopted value based pricing.

Different prices of packs of Lipton yellow label tea in Pakistan:

Product category
Packets (Sachet size)
14gm 30gm 95gm

Prices
Rs10 Rs 20 Rs 65

Packs (medium size)


100gm pack 200gm pack 400gm pack Box &jars (large size) 50 tea bag box 100 tea bag box 450gm jar

Rs. 30 Rs. 60 Rs. 115 Rs. 64 Rs. 125 Rs. 125

Distribution /placement issues

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Distribution is about getting the products to the customer. Some examples of distribution decisions include:

Distribution channels
Lipton yellow label being a consumer good follows an intensive and selected distribution policy in the placement of its products it tries to reach its consumers any where and every where.

Distribution places
More than 150,000 outlets in Pakistan including Super stores General stores Grocery stores Discount stores Departmental stores 650distribution channels, 3majors units manicuring in Karachi, Raheem yar khan and khaniwal.

Promotional tools
The Lipton Yellow Label does it promotion in following ways. The company uses different promotion techniques they provide different items to People such as: Caps Tea bags Cups Printed T-shirts Discounts Basant festivals Vans Watches The company takes different sales promotion techniques at different time period for the sales of the product. Electronic Media:
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The company is spending a lot on electronic media. In their advertisement they hire renowned celebrities. Advertisement: The Lipton Yellow Label uses different types of advertisement as follows Television: Lipton yellow label spends a lot on television advertisment.Commercial during cable network movies, TV shows such as special drama, news, talk shows and Sitcom Product placement is also done in many of the shows.

Magazines: Full page advertisment including Akhbar-e-Jahan, Mag, Family Magazine, Fashion & Business Magazine. Internet: Lipton Yellow Label advertises on websites such as Facebook & Yahoo. Co-Branding: Avaiable at big shopping malls such as Dolmen Mall, Park Towers & Millenium Mall.

Co

brand

SWOT Analysis of Lipton


Swot analysis means company overall:

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STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

STRENGTHS
Unilever is a multinational company 2. Strong brand image, loyalty and brand awareness in Pakistan 3. Market leader as it has a 70% market share in branded tea. 4. Strong and long-term relationship with distributors, wholesalers and retailers. 5. Sound and experienced management and quality control staff 6. Strong Ethical value (culture and heritage) 7. Strong supply line and accessibility 8. Strong financial position 9. Quality, variety and success of the slogan 10. Effective & attractive packaging 11. Strong distribution structure 12. Highly innovative and effective marketing team
1.

WEAKNESSES

High prices of the product Substitute products Stiff/high competition Large advertising budget Low market share in Karachi, Multan and N.W.F.P.

OPPORTUNITIES
1. High rate of population growth 2. Market opportunity of Lipton Yellow Label in rural areas 3. Brand is the part if traditional drinking habits 4. Research & development 5. Makes people active 6. Expansion in other areas of country 7. Huge market to exploit 8. Strong brand loyalty

THREATS
1. Strong competition in rural and urban areas

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2. Internationally increasing tea prices and nationally consumption of open tea. 3. Political conditions in the country may be obstacle to exports 4. High rising inflation in the country can negatively effect the brand 5. Tapals recent marketing campaign and possible increase of tapal tea market shares. 6. Smuggling and increasing prices of raw material raise the prices of tea products.

BCG Matrix of Lipton


The BCG Growth-Share Matrix is a portfolio planning model developed by Bruce Henderson of the Boston Consulting Group in the early 1970's. BCG Growth-Share Matrix

Question mark
Question mark is a stage in which company gets the high market growth rate of there product but very low relative share of market

Stars
Star is a stage in which company gets high market growth rate and high relative share of market. It is a stage in which company reach at its peak point.

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Cash cows
Cash cows is a situation in which company gains high relative share (cash generation) of their market but low market growth rate (cash usage).It is a stage in which Lipton yellow label falls in the current market situation.

Dogs
A dog is a condition in which the company has very low market growth rate and has a low relative market share. In such condition the company may shut down their work and exit the market.

Porter five forces model analysis


(Lipton yellow label tea) Porter five forces model analysis includes: Bargaining power of suppliers Bargaining power of customer Competition among competitors/Rivalry Threat of new entrance Threat of substitute products

Bargaining suppliers

power

of

The bargaining power of suppliers for Lipton tea is high in Pakistan because there is an import of tea leaves from different countries like bangladesh, Sri Lanka, Kenya and other countries.

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Bargaining power of customer


If consumers are fewer the bargaining power of the consumers is high. If the consumers are more then the bargaining power of consumer is high. The bargaining power of Liptons consumers is very high because there are many brands in the market, Like Supreme, Tatly, and Tapal dander at lower price.

Competition among competitors/Rivalry


The competition of Lipton yellow label among competitor / rivalry is very high because the lipton tea is an international brand and has a large investment in the market. it has many competitor like tapal, supreme , tatly in the market . so they face a huge completion in the tea market in the market.

Threat of new entrance


Lipton yallow label is faceing very few threat of new entrance in the tea market of Pakistan because of limited resoures and huge investment of capital is required to enter in tea market of Pakistan. So new enterance of tea company in the current market is har

Threat of substitute products


Lipton yellow label is facing very high threat of substitute product in the tea market of Pakistan. It has also threat of technological changes of their competitor in his product. For example tapal has previously launched a new compaign.

Feedback and control


Uniliver Company uses the different strategies to get market control such as; Operating Control of Uniliver Strategic Plans of Uniliver market surveys Market Audit of Uniliver

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Recommendations
Lipton yellow label should reduce its prices in order to become a more affordable brand. Lipton yellow label should increase the use of tea vending machines to all the major cities in Pakistan. Lipton should introduce its internationally recognized ice tea in Pakistan first on an experimental basis and if this taste clicks with the consumers of Pakistan Lipton stand to be the only tea brand providing the consumers with this product. Lipton should market its tea bags in small quantity boxes as it has done with its lose tea. Lipton s out of home department is one of its major strengths it should be expanded

Conclusion
Lipton yellow label (UNILIVER) company has a strong image in the international market due to large in size in term of financial and human resources capital and wider product range Lipton can look forward to competition in an encouraging and growing market with increasing demand expected to rise rapidly in the current market status.

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