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Lipton Project
Lipton Project
Lipton Project
MARKETING STARTEGY
Pricing
Most of the Lipton’s products have been priced
accordingly to its marketing strategy to target
upper and middle class with the upper lower class.
Most of the products prices are quite in line with
the competitor’s products with non-significant
differences with Tapal’s product. Lipton has been
using premium pricing strategy to encourage
favorable perception among consumers. Through
their premium pricing Lipton is able to charge
slightly higher prices for all of the variants of its
products. With superior promotional mixes and
perfect IMC, Lipton is able to create a brand image
which signifies modern lifestyle with casual
offerings perfect to fit in with the feelings of the
upper class and the middle class. With such
offerings the consumers are able to relate and
match it with their lifestyles. Starting from the
price of Rs 200 of a normal 50 sachet pack to big
institutional bags having a price tag of Rs 2000,
Lipton offers solution for all of its users not only
through its products but also from its value in
terms of money.
PROMOTION:
• Advertisement
TV ads, Newspaper, Magazines, Bill boards, POS
etc.
• Sales promotion
Discount vouchers, Lucky draws etc.
• Internet Marketing
• Sponsorships
• Co-Branding 4ps
MARKETING ENVIRONMENT:
There is immense competition in the tea industry
as Lipton directly competes with Tapal Danedar,
Tetley, Tarang etc. Furthermore, Lipton faces
indirect competition through soft drinks and
beverages like, Coca-Cola and Pepsi who has
captured a huge market share through their
unprecedented, proficient and elastic
promotional/advertising campaigns and wide
distribution network.
Lipton through its marketing strategy aims to
target the upper lower, middle and higher class,
most commonly SEC A, B and C . Among which are
the urban areas including offices, hotels,
restaurants, cafes, and other metropolitan areas.
Its yellow label tea which is the most popular
product of Lipton targets the market through mass
marketing with the expectation to mainly target
people who are young, trendy and cosmopolitan.
With its unmatchable taste and brand’s marketing
strategy, Lipton is able to become a market leader.
For its green tea it targets millennial who are
considered to be the best fit for consumption. Tea
bags are specifically made for the upper class while
its soft and jar packs are targeted to middle and
upper lower class. With this targeting strategy it is
a perfect spectrum for a specific marketing plan
catering to the needs according to the needs of the
segment. Lipton is involved in investing heavily in
research and development which ensures that
innovation is implemented at every level ranging
from its production to its new product. This process
leads to new product development and product line
extension with the expectation to increase sales
and this market share.
CHARACTERSTICS AFFECTING
CONSUMER BEHAVIOUR:
CLOSE SUBSTITUTES: There are a lot of
similar products in the market as Lipton.