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NIBEDITA MOHANTY 023/JKBS/PGDM-2010

INTRODUCTION
Lipton entered in the market at the end of 19th century by the Sir Thomas Lipton in Glasgow,Swotland.It is currently one of the biggest tea distributor in the world.It is currently owned by Unilever company.It has two most popular brand.It Lipton yellow tea Lipton iced tea

ANALYSIS
Acording to survey almost 95% of people are familier with lipton tea around the world.1674 cups of tea enjoyed every seconds.52 billions cups of lipton tea are drunk each year. Lipton's main pillar brands are Lipton Yellow Label and Lipton Iced Tea. Other product lines exist as well, like the Lipton pyramid range in Europe and North America, and Lipton Milk Tea in East Asia. Lipton yellow tea Lipton Yellow Label has been sold since 1890, when Sir Lipton created the first version of the Yellow pack with a red Lipton shield which is today called lipton yellow tea. Lipton Yellow Label blend is available both in tea bags, i.e preferred in Western Europe, North America and Australia, a well as loose packaged tea, i.e. preferred in much of the Middle East and throughout Asia. Lipton iced tea

Lipton Iced Tea, in many markets known as Lipton Ice Tea, is an iced tea brand sold by Lipton through two joint ventures with PepsiCo. The operations are 50-50 ventures, in which PepsiCo

contributes its bottling facilities and distribution networks and Unilever the brand (Lipton) and recipe. There is a variety of flavors sold throughout the world. In the United States, it is marketed in 16 oz (448ml) bottles with the flavors.

EXECUTIVE SUMMARY
Lipton tea is gaining advantages with respect to the competitor trough: Innovation of tea bags Variety in flavors Different size Attractive packing

Products target the mass market and are generally positioned in the middle of the price spectrum for tea. The company's Lipton Institute of Tea researches tea's various health and mental benefits, as well as tea growing, processing and tasting.Lipton bags are most famous among elite class & business people.

CONCUSION
Available in over 110 countries, Lipton is particularly popular in Europe, North America and the MiddleEast parts of Asia and Australasia & almost all part in world.It attract customer by introducing diff. flavor.