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Transcript of Lipton Brand
Mariam Al Mheiri Lipton Brand Brand: CURRENT MARKET
SITUATION Market environment: CURRENT MARKET
SITUATION Market for the brand’s product lines/items in the UAE: MARKET DESCRIPTION Market segments: MARKET DESCRIPTION Thank
listening ! MARKETING
OPPORTUNITIES8 Organization that markets the brand: CURRENT MARKET
SITUATION 1.Where it organist from
2.When it was introduced in the UAE
3.Existing product lines items in the UAE 1.Business activities
2.Date of establishment in the UAE
3.Structure and size
4.Strengths & Weaknesses 1.Microenvironment Factors
3.Major changes and trends that impact marketing decisions 1. The Market5
2.Current size of the market5 65 Million people
3.Future size of the market5 +7% every year
4.Who are customers buying them from grocery stores, Self Service stores,
5.Customer’s current needs and wants
6.Potential changes' needs and wants 1.Define the existing market segments
3.Potential changes to existing segments
4.Potential new segments Lipton Organization that markets the brand Strengths:
A market leader, a well-known and reputed brand.
Extensive knowledge of local culture and tastes.
Wide product range with technological superiority.
Having too many brand extensions.
Many alternatives. (competitors) Organization that markets the brand Structure and Size:
Second-largest tea manufacturing factory in the world.
Unilever’s Lipton factory employs a total of 160 employees.
Exports a third of its production to 53 countries (from Australia in the south to Canada in the north). Organization that markets the brand Date of Establishment in the UAE:
Lipton has been sold in the Gulf region through agents as far back as the 1930s.
Unilever set up the first fully-automated tea factory in 1998 in Jabal Ali Free Zone in Dubai Organization that markets the brand Business Activities:
Lipton is the global market leader in both leaf and ready-to-drink tea.
One of Unilever’s 12 major brands.
Available in 120 countries.
Main markets are Western Europe, North America, the Middle East and parts of Asia. - Demography
- Economic Force
- Cultural factor Macro environment Factors: - The Company
- Marketing intermediaries
- The customer Micro environment Factors: Market Segments Marketing opportunities Product-Development Strategy:
developing new features.
Identifying potential users. Market segments Current segments:
Two main segments in the UAE market: branded tea and unbranded tea.
Branded tea is more consumed by the cities’ residents.
Both types of tea are equally popular in semi-urban & rural areas.
Lipton’s most favorite product: black tea.
Second favorite: green tea. Market segments Potential changes to existing segments:
Special new blends and mixes of black tea and other exotic flavors or spices.
(e.g. cinnamon, ginger or saffron) Market segments Potential new segments:
Target young-adult with their new flavored iced tea line as a potential new segment. Geographic Segmentation
Region: Asia Middle East
Cities/Emirates: All seven Emirates of the UAE
Density: Urban, Semi-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: 12,000, above
Occupation: white collar, others (e.g. army, police) Education: School, Colleges & Universities.
Nationality: Emirati Market segments Psychographic Segmentation
Social Class: Middle & Upper class
Lifestyle: Dependent, Pre-family, Family & Late
Personality: Experience makers & believers. Behavioral Segmentation
Occasion: Any occasion
Benefits: Quality, taste, flavor & health benefits.
Loyalty Status: Significantly high
Readiness Stage: Awake & interested
Attitude towards brand: Positive & enthusiastic