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Copy of ~Lipton~

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by

maira javed

on 15 December 2014

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Transcript of Copy of ~Lipton~

Lipton
INTRODUCTION OF UNILEVER
MAIRA JAVED
MIRZA UMAIR BAIG
KHIZAR AHMED
GROUP MEMBERS
PRESENTED TO
MAM MEHVISH ZAFAR.
Established in 1930.
Largest Producers.
Ranking
Operating in 150 countries.
Global Division
Brands

RANKED
INTRODUCTION OF LIPTON
TABLE OF CONTENTS
 Introduction
 Company’s Perception
 Consumer’s Perception
 Perceptual Map
 Gap Analysis
Marketing Mix (6 P’s)
 Recommendations
 Conclusion
19th century
Thomas Lipton
Acquired by Unilever in 1972
Leading brand
Launched in Pakistan in 1948
Oldest brand
Based on two things:

NOW;
Over a hundred years on, Lipton now possesses Thousands of acres of quality tea gardens in
East Africa.

BRANDS
COMPANY'S PERCEPTION
CONSUMER'S PERCEPTION
PERCEPTUAL MAP
LIPTON
TETLEY
INTERNATIONAL
BRAND
TAPAL AND SOME OTHER UNBRANDED TEA
LIGHT
TASTE
STRONG
TASTE
LOW PRICE
HIGH PRICE
MARKETING MIX
(6 P’S)
RECOMMENDATIONS
Target women instead of youth.
Try to make an effective network of distribution.
Search new markets.
Separate advertisement for each country

Taste.
Lack of Cultural segmentation.
Lack of brand awareness in consumer.
Market share
MUSIC BASED
ERA
2000-2006
2007-2010
Pricing
Strategies
Penetration
Competition
Product Line
DIRECT
DISTRIBUTION
INDIRECT
DISTRIBUTION
Manufacturer
Consumer
Retailer
Manufacturer
Consumer
Employees
Management
Culture
PHYSICAL ENVIRONMENT
PRODUCT DECISION
BILLBOARDS
WEBSITE
OTHER CAMPAIGNS
SALES PROMOTION
PERSONAL SELLING
DIRECT MAIL
PROMOTIONAL MIX
TV COMMERCIALS
INTERNET &
Clean Environment
Comfort
Facilities
Hygiene Factors
LAJAWAB CHAI,
LAJAWAB LOUG
SUCCESSFUL WOMEN'S OF PAKISTAN
CHOICE OF A CLASSY WOMEN
Full transcript