IQRA UNIVERSITY

PROJECT REPORT ON:LIPTON YELLOW LA

PRESENTED BY :
Ariba Mehtab
Zainab noorani
 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 nutrituon,hygiene and personal care and
they are obsessed with developing new products that reflect
the way that people likes and tastes are changing.
 POSITIONING STATEMENT OF LIPTON
YELLOW LABEL
For all age group people belonging to middle, upper middle & upper class.
(Target customer)

Who want active and refreshing life style for themselves and their famalies.
(Statement of need or
opportunity
The LIPTON YELLOW LABEL is a tea
(Product name (Product category)

That has taste. Flavor,colour and aroma.

(Core benefit proposition)

Unlike TAPAL
(Primary competitive alternative)
Our product has high ethical value
(Primary point of difference)
History of Tea
Origin of Tea Legend Myths and Facts
After water, tea is the most widely-consumed beverage in
the world It has a cooling, slightly bitter, flavor which
many enjoy.

First Discovery
According to Chinese mythology, in 2737 BC the Chinese
Emperor, Shen Nung, scholar and herbalist, was sitting
beneath a tree while his servant boiled drinking water. A
leaf from the tree dropped into the water and Shen Nung
decided to try the brew. The tree was a wild tea tree.

The modern term "tea" derives from early Chinese

dialect words - such as Tchai, Cha and Tay - used both to
describe the beverage and the leaf
Tea In Pakistan
Drinking tea defines our culture as well as history. In Pakistan,
almost every 10th person is a tea addict and undoubtedly feels
proud of this addiction .May it be the light yet effective green
tea, the slight ting of lemon tea, the amazingly sab ki
favourite doodh patti, the occational Kashmiri Chai, or the
delicacy of herbal tea, we all love and adore tea.
Doodh patti, is the widely used form of tea in Pakistan, then
comes the rest. Now when it comes to tea, which is a
commodity (and now a days a basic one in every household),
we search for the one who has to offer the following:

- great flavour
- highly aromatic
- easily accessible
- affordable
the name comes in mind with no doubt LIPTON
Lipton Yellow Label
Lipton tea clears your mind so you can see things that others dont.
Lipton was created in the end of 19th century by Sir Thomas Lipton in
Glasgow,Scotland. Under the slogan Direct from the tea gardens to
the Tea pot,
Sir Thomas Lipton's vision to provide the best quality tea has made
Lipton the number one tea in the world today. Lipton offers an option
to tea lovers to enjoy their favorite drink in an exciting and refreshing
way.
Lipton is the tea brand for Unilever, one of the biggest multinationals
around the globe. According to a source,

1649 cups of Lipton Tea are enjoyed every second

8245 cups of Lipton Tea are enjoyed every time you blink
1252 cups of Lipton Tea are drunk every time your heart beats
52 billion cups of Lipton Tea are drunk each year
Overview of tea industry in Pakistan

Introduction Growth Maturity Decline

Sales

Lipton

Tapal

Supreme

Tetley

Time
 Market Segmentation Of Lipton Yellow
Label
Market Segmentation
Distinct needs - regular tea/ green tea
Characteristics taste, aroma, strength
Segmentation Variables Data
Geographic Segmentation :-
World region Asia
Country Pakistan
Cities All major cities of
Pakistan
Density Urban-Rural
Climate Hot & dry
Demographic Segmentation:-

Age All age group

Gender Male,Female
Family size 1-2,3-4,5 above
Family life cycle Married & Unmarried
Income 12000 above
Occupation White collar & service workers
Education School,colleges & Universities
Religion All
Race Asian
Nationality Pakistani
Behavioural Segmentation:-
Occassion Any occassion
Benefits Quality,taste,flavour and brand status
Loyality Status Significantly high
Attitude towards brand Positive & enthusiastic
SWOT Analysis of Lipton Yellow Label
Strengths
Experienced and quality management.
Strong Ethical value (culture and heritage)
Strong supply line
Strong financial position
Strong company image
Success of the slogan
Quality & variety
Effective & attractive packaging
Brand recognition
Accessibility
Weakness
High prices of the product
Substitute products
 Opportunities&Threats
Opportunities
Research & development
Makes people active
Brand is the part if traditional drinking habits
Expansion in other areas of country
Threats
Strong competion in rural and urban areas
Internationally increasing tea prices
Political conditions in the country may be
obstacle to exports
High infaltion in the country can negatively
effect the brand
Primary competitive
alternative

The primary competive alternative

of Lipton Yellow Label is Tapal
Danedar Tea.
Tapal Danedar
Primary point of difference Of Lipton
Yellow Label
Logo
Lipton Yellow Label is painting the world yellow with
a marketing campaign that represents all that Lipton
stands for brightness, vitality and fun with natural
goodness and the red represents the energy it gives.
 All the goodness of Tea
The all the goodness of tea makes Lipton Yellow
Label different from other products. The point of
difference is as follows
Quality
Hand picked close to the bud for best quality tea and finest
taste
Natural
Litopn Yellow Label tea is a natural source of antioxidants and
therein.
Brand Image
100% natural
Accessible
Consistent quality
Versatile
High Ethical Value
Lipton yellow label has high ethical value in the minds of
consumers because it is used since ages so people are well
aware of the brand.
 Four Ps Of Marketing Lipton Yellow
Label
Product
The product Lipton Yellow Label has a brand image in the mind of
consumers. The consistent quality makes the product successful in the
market.
Excellence is a journey and not a destination.

Price
Lipton Yellow Label has never wanted to compromise on quality so
they adopted value based pricing.
Lipton Yellow Label :
100 gm : Rs.57
200 gm : Rs 114
500 gm : Rs 250
1000 gm: Rs 499
Placement (Distribution)

Distribution plays an integral role in any company.The role of

distribution in the marketing mix is to deliver a product to its
target market or final consumer
Lipton Yellow Label has a distribution network spread across
Pakistan.The popularity of the brand is so much making it the
No.1 National Tea company in Pakistan. Lipton has its
headquarter in Karachi and 650 distribution offices all over
Pakistan.
Liton Yellow Label is known for its wide distribution
network. The Lipton Yelow Label distribution channel is:

Manufacturer Wholesalers Retailers Consumers

 Promotion:
The Lipton Yellow Label does it promotion in following ways.
The company uses different promotion techniques they povide different items to
people such as :
Caps
Tea bags
Cups
Printed T-shirts
Discounts
Basant festivals
Vans
Watches
The company is different sales promotion techniques at different time of the year
depending on the sales of the product.
Electronic Media :
Advertisement: such as

Television
Magazines
Internet
Positioning Of Lipton Yellow Label

Positioning involves designing the product and image that

will occupy a distinctive place in the minds of the target
market. As can be seen, Lipton yellow label have the
largest profit margins and market share in the tea
industry.
The Lipton Yellow Label has positioned its product in the
minds of the consumer as
Active
Refreshing
Color
Aroma
Taste
Flavor
Outstanding Quality
Slogan
 BRAND REPOSITIONING AND TYPES
OF BRAND REPOSITIONING
Brand Repositioning is changing the positioning of a brand.
A particular positioning statement may not work with a
brand.
Product repositioning key to successful marketing
AFTER EXAMINING REPOSITIONING OF SEVERAL BRANDS
FROM PAKISTANI MARKET THE FOLLOWING TYPES OF
REPOSITIONING ARE IDENTIFIED, THESE ARE
Increasing relevance to the consumer
Increasing occasions for use
Making the brand serious
Falling sales
Bringing in new customers
Making the brand contemporary
Differentiate from other brands
Changed market conditions.
 REPOSITIONING OF LIPTON YELLOW
LABEL TEA
LIPTON YELLOW LABEL was initially positioned as delicious,
sophisticated and premium tea for the global citizen.The
advertisement also echoed this theme.The repositioning
specifically addressed the local customer by the old melody chai
chahie......
CHANGING SLOGAN
LIPTON TEA CAN DO THAT..
This slogan and advertisement campaign attracts the
youngsters..Lipton people placed the bill boards on roads,
bus stops with simple questionsand their answers were
given few steps forward.
Launching of lipton ice tea
Lipton also launched ice tea to take the competition head
on so the youngsters also enjoy their product.
Summary of male & female tea
drinking habit
60

50

40

30 Male
Female

20

10

0
Gender
Habit of drinking tea according to
age group
35

30

25

20 1 to 15
15 to 30
30 to 45
15 45 to 60
60 above

10

0
Age Group
Habit of drinking tea according to
marital status
60

50

40

30 Unmarried
Married

20

10

0
Marital Status
Statistics for no. of cups consumed
50

45

40

35

30

1 to 2
25
2 to 3
3 above
20

15

10

0
Tea Consumed
Which brand is most consumed
54

53

52

51

50

49 Liton Yellow Label

Tapal
48

47

46

45

44
Tea Brand