Making a big splash

Lipton is one of the world's great refreshment brands, making a big splash in the global
beverages market; it is the epitome of international quality. Lipton Yellow Label's assurance of
quality has helped it become the world's largest selling tea brand. Specially plucked from the best
tea gardens of Kenya and blended to perfection - it is truly the gold standard in tea. The 100%
International Blend - made with one of the best technologies available in the world, has been
brought to you to provide the finest tea drinking experience.

Be the best you can be

Drinking Lipton is a way for the consumers to feel great in mind and body - to feel good about
themselves and the world around them. Lipton allows its consumers to be the best that they can
be…to stay engaged and connected.

Key facts and figures

Tea is the world's favourite beverage and for many years people have believed tea to possess
unique health-giving properties. Today modern scientists are exploring the exciting potential of
tea, which has a unique combination of natural antioxidants, known as flavanoids, catechins and
aroma-components. Taken regularly, tea can help improve vascular function, combat fatigue,
reduce cholesterol levels and increase feelings of vitality. 

Painting the world yellow

Lipton is the world's leading brand of tea by far. It's the global market leader in both leaf and
ready-to-drink tea, giving  a global share of all tea-based beverages that's nearly three times
larger than its nearest rival. In total non-alcoholic beverages, Lipton is the global number two
brand in terms of volume consumed.

Did you know that globally

 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
 45.75 billionTea Bags are produced by Lipton Tea each year         

Drink to your health

If that's not enough to convince you that tea is worth trying, take a look at some of these fast
facts:
  Drinking four cups of tea is rehydrating, NOT dehydrating as is often said - unless the
amount of tea consumed at one sitting contains more than 250mg of caffeine – that's the
same as five cups of tea.
 Tea as it's packed with fluoride, helps to protect your teeth against decay. In fact, studies
have shown that it can provide up to 70% of the fluoride you need.
 It's also thought that the tannins in tea can inhibit the growth of the bacteria that cause
plaque, plus reduce the amount of sugary, enamel-damaging saliva in your mouth. 
 Tea without milk and sugar has no calories.
 In hot weather, tea refreshes you by raising your body temperature and momentarily
causing perspiration, which cools the skin.         

From our range

Lipton Yellow Label pack

Lipton Yellow Label Value Pack

Lipton Yellow Label Jar

Lipton Green Tea

Lipton Green Tea Jasmine

Lipton Green Tea Mint

Lipton Green Tea Lemon

Related sites

 Tea information from Lipton

Related links

 Lipton Pakistan on Facebook

Objectives of Lipton

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.

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.

t has to maintain its brand name and loyalty.

STRENGTHS

Unilevers is a multinational company



Powerful heritage of Lipton as present in the Pakistani market since 1948

Familiar with psycho-graphics and demographics of the local consumers

Strong brand image and brand awareness in Pakistan

Market leader as it has a 70% market share in branded tea.

Larger sales force

Strong and long-term relationship with distributors, wholesalers and retailers.

Sound and experienced management.

Excellent marketing department assisted by a highly regarded marketing research unit.

WEAKNESSES

Loss of market share to Tapal in Karachi and Multan

Low market share in N.W.F.P.

Positioning of Lipton Yellow Label as a premium product to which consumers have a weak emotional
attachment

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OPPORTUNITIES

High rate of population growth

Rising literacy

Tea was added to the smuggled goods list in March 1998 and import duty was reduced from 45 to 25
percent. This has collectively placed the entire organized tea business in a more favorable position.

Market opportunity of Lipton Yellow Label in rural areas

THREATS

Threat from cheaper tea smuggled into the country via border areas of NWFP and Baluchistan, seriously
affecting Levers’ sales and earnings.

Possible increase of Tapal and loose tea market shares

Rising inflation, which reduces disposable income of consumers.

Increasing import duties since a lot of raw materials are imported would raise the price of its end
products.

Lipton’s profit margin is exposed to rupee devaluation.