Project:

Project: Lipton
Lipton tea
tea

TEA CAN DO THAT

Presented By:
•NADEEM SHEHZAD (955)
•MUDASSAR NAZIR (936)
•MOHAMMAD ZEESHAN (920)
•MUNAF YOUNAS (934)
 REMEMBER THE
LIPTON YELLOW
LABEL SHOW
TEA HISTORY
 TEA HISTORY
Chinese Emperor Shen-Nung around 2737
B.C.
Chinese inventor invented the tea
shredder
small device that shredded tea leaves in
preparation for drinking
sharp wheel in the center of a ceramic or
wooden pot that would slice the leaves into
thin strips
 HISTORY
sharp
 sharp wheel
wheel in
in the
the center
center of
of aa
ceramic
ceramic oror wooden
wooden pot
pot that
that would
would
slice
slice the
the leaves
leaves

The
 The first
first tea
tea bags
bags were
were made
made
from
from hand-sewn
hand-sewn silk
silk muslin
muslin bags
bags

tea
 tea bags
bags were
were successfully
successfully
marketed
marketed byby tea
tea and
and coffee
coffee shop
shop
merchant
merchant Thomas
Thomas Sullivan
Sullivan of
of New
New
York
York
 TEA
HISTORY
A
 A machine
machine was
was soon
soon invented
invented to
to replace
replace the
the
hand
hand sewing
sewing
in
 in 1904,
1904, iced
iced tea
tea was
was first
first reported
reported to
to be
be
served
served by
by Englishmen
Englishmen Richard
Richard Blechynden
Blechynden
there
 there is
is evidence
evidence that
that the
the beverage
beverage was
was
invented
invented prior
prior to
to that
that date
date
LIPTON TEA
HISTORY
 LIPTON TEA
HISTORY
Lipton
 Lipton was
was created
created at
at the
the end
end of
of
the
the 19th
19th century
century

Sir
 Sir Thomas
Thomas Lipton
Lipton

His
 His enterprise
enterprise soon
soon flourished
flourished and
and
he
he established
established aa chain
chain of
of grocers
grocers

until
 until finally
finally he
he had
had stores
stores
throughout
throughout Britain
Britain
 LIPTON TEA
HISTORY
slogan
 slogan "direct
"direct from
from the
the tea
tea
gardens
gardens to
to the
the tea
tea pot"
pot"

businessman
 businessman wanted
wanted toto
make
make tea
tea aa popular
popular and
and
approachable
approachable

high
 high quality
quality but
but reasonably
reasonably
priced
priced product
product
 LIPTON TEA
HISTORY
Lipton grocery retail business was one
of the companies that merged with
Home and Colonial Stores

food group with over 3,000 stores

group traded as Home and Colonial
Stores until 1961 when it took the name
of Allied Stores
 LIPTON TEA
HISTORY
the Lipton tea business was acquired
by consumer goods company Unilever

starting with the purchase of the US

and Canadian Lipton business in 1938
completed in 1972 when Unilever
bought the remainder of the global
Lipton business
 LIPTON TEA
HISTORY
In 1991, Unilever created a first
joint venture with PepsiCo

for the marketing of ready to drink

(bottled and canned) teas in North
America
PepsiCo and Unilever each control 50%
of the shares of these joint ventures.
 LIPTON TEA
HISTORY
Due
 Due to
to the
the
2008
2008 Chinese
Chinese milk
milk scandal,
scandal,
food
food giant
giant Unilever
Unilever started
started
recalling
recalling its
its Lipton
Lipton milk
milk tea
tea
powder
powder inin both
both Hong
Hong Kong
Kong
and
and Macau
Macau on on 30
30 September
September
2008
2008
 LIPTON TODAY
Lipton
 Lipton has
has become
become aa dominant
dominant tea
tea
brand
brand in
in many
many markets
markets

The
 The brand
brand is
is well-represented
well-represented in
in
many
many countries
countries across
across the
the globe
globe

Products
 Products target
target the
the mass
mass market
market
and
and are
are generally
generally positioned
positioned in
in the
the
middle
middle of
of the
the price
price spectrum
spectrum for
for tea
tea
 TODAY
Lipton Institute
Lipton Institute of
of Tea
Tea researches
researches
tea's
tea's various
various health
health and
and mental
mental
benefits,
benefits, as
as well
well as
as tea
tea growing,
growing,
processing
processing and
and tasting
tasting

Lipton owns
Lipton owns tea
tea estates
estates in
in Kenya
Kenya
and
and Tanzania
Tanzania

Lipton teas
Lipton teas are
are aa blend
blend selected
selected
from
from many
many different
different plantations
plantations
around
around the
the world
world
 LIPTON
TODAY
Lipton is blended from as many as 20
different teas in specialized tasting
rooms in seven regional hubs scattered all
over the world
Apart from black leaf teas (with the
long-standing Lipton Yellow Label brand),
the company also markets a large range
of other varieties
 LIPTON
YELLOW LABEL
Sir Thomas Lipton
created the first
version of the Yellow
pack with a red
Lipton shield
It is sold in 150
countries worldwide
 LIPTON
YELLOW LABEL
Available
 Available both
both in
in tea
tea bags,
bags, the
the
preferred
preferred format
format in
in Western
Western Europe,
Europe,
North
North America
America and
and Australia,
Australia, as
as well
well as
as
loose
loose packaged
packaged tea,
tea, the
the preferred
preferred format
format
in
in much
much of
of the
the Middle
Middle East
East and
and
throughout
throughout Asia
Asia
In
 In 2008
2008 Lipton
Lipton Yellow
Yellow Label
Label became
became the
the
first
first tea
tea globally
globally to
to bear
bear the
the
Rainforest
Rainforest Alliance
Alliance Certified
Certified Seal
Seal on
on pack
pack
 PAINTING THE
WORLD YELLOW
Lipton
 Lipton is
is the
the world's
world's leading
leading brand
brand
of
of tea
tea by
by far
far

It's
 It's the
the global
global market
market leader
leader in
in
both
both leaf
leaf and
and ready-to-drink
ready-to-drink tea
tea

giving a
 giving a global
global share
share of
of all
all tea-
tea-
based
based beverages
beverages that's
that's nearly
nearly three
three
times
times larger
larger than
than its
its nearest
nearest rival
rival
 Did you know
that globally
1649
1649 cups
cups of Lipton
of Lipton Tea
Tea are are enjoyed
enjoyed
every
every second
second
8245
8245 cups
cups of Lipton
of Lipton Tea
Tea areare enjoyed
enjoyed
every
every time
time you
you blink
blink
1252
1252 cups
cups of Lipton
of Lipton Tea
Tea are are drunk
drunk
every
every time
time your
your heart
heart beats
beats
52
52 billion
billion cups
cups of Lipton
of Lipton Tea Tea  are
are drunk
drunk
each
each year
year
45.75
45.75 billionTea
billionTea Bags
Bags are
are produced
produced byby
Lipton
Lipton Tea
Tea each
each year   
year         
      
 Drink to your
health
Drinking
 Drinking four
four cups
cups of
of tea
tea is
is dehydrating
dehydrating
Tea as
 Tea as it's
it's packed
packed with
with fluoride,
fluoride, helps
helps to
to
protect
protect your
your teeth
teeth against
against decay
decay
It's
 It's also
also thought
thought that
that the
the tannins
tannins in
in tea
tea
can
can inhibit
inhibit the
the growth
growth ofof the
the bacteria
bacteria that
that
cause
cause plaque
plaque
Tea
 Tea without
without milk
milk and
and sugar
sugar has
has no
no
calories
calories
In
 In hot
hot weather,
weather, tea
tea refreshes
refreshes youyou by
by
raising
raising your
your body
body temperature
temperature and and
momentarily
momentarily causing
causing perspiration,
perspiration, which
which
cools
cools the
the skin
skin
 MARKET
ANALYSIS
It’s
 It’s target
target market
market includes
includes all
all age
age groups
groups
accept
accept children
children
operating
 operating in
in more
more than
than 110
110 countries
countries
therefore
therefore the
the target
target market
market is
is aa global
global
village
village
people
 people with
with different
different cultures,
cultures, habits
habits &
&
food
food
In
 In Pakistan
Pakistan they
they focus
focus more
more on
on urban
urban areas
areas
(offices,
(offices, hotels,
hotels, restaurants,
restaurants, café,
café, banks)
banks)
 PRICE
ANALYSIS
Package Price (Rs)
Tea Bags 150 Sachets 165
Tea Bags 100 Sachets 111.61
Tea Bags 50 Sachets 58.04
Flavored 10 Sachets 54.46
Yellow label 200gm 60
Yellow label 500gm 116
Yellow label 1kg
A-1 500gm 100
 PLACEME
NT
Availability
Availability
It
 It is
is available
available in
in all
all convenience,
convenience,
independent,
independent, Departmental
Departmental
discount
discount stores
stores && supermarkets.
supermarkets.
Distribution
Distribution channels
channels
 Head
 Head quarter
quarter inin Karachi
Karachi
It
 It has
has 650
650 distribution
distribution offices
offices all
all over
over
Pakistan.
Pakistan.
3
 3 manufacturing
manufacturing Units
Units in
in Khi,
Khi, Khaniwal
Khaniwal & &
Raheem
Raheem Yaar
Yaar Khan.
Khan.
7
 7 distribution
distribution channels
channels in
in Lahore
Lahore alone.
alone.
 25
 25 outlets
outlets in
in various
various places
places of
of Lahore.
Lahore.
 PROMOTION
Caps
 Caps
Tea
 Tea bags
bags
Cups
 Cups
Basant
 Basant festival
festival
Vans
 Vans
Printed
 Printed Helmet
Helmet
Discounts
 Discounts
 ADVERTISIN
G
Print Media
TV Satellite
Billboards
Banners
 POSITIONING
The company has positioned its product
in the minds of the consumer as:
Health caring.
Adventurous.
Alert.
Active.
Young.
Vibrant
 COMPETITIVE
ANALYSIS
Internal
 Internal Competitor
Competitor

Brooke
Brooke Bond
Bond Supreme
Supreme
External
 External Competitors
Competitors

Tapal
Tapal Dane
Dane Daar
Daar
Alokozay
Alokozay
Vital
Vital
Tetley
Tetley
 Substitute
Nestle
Nestle Coffee
Coffee
The only
close substitute that can
reduce the sales. The
brand name nestle is very
strong. Moreover in
major cities coffee is
getting popular with huge
advertisements from
nestle.
 ABOUT OUR
RESAERCH
Our
 Our sample
sample size
size was
was 100
100
persons
persons from
from the
the population
population
who
who consume
consume tea
tea in
in Lahore.
Lahore.

We
 We have
have gathered
gathered the
the data
data
by
by using
using questionnaire.
questionnaire.

We
 We analyzed
analyzed our
our data
data by
by
using
using percentage
percentage method.
method.
 OUR FINDINGS
Our findings shows that mostly people like
tea because of its taste and they think that
it make them active and fresh. Who consume
tea mostly agreed on that it’s not harmful
for health.
Mostly people prefer Lipton to its
competitors.
Mostly people like Lipton because of its
taste and its color.
People like the packaging and packaging color
of Lipton as well.
According to our research price has no
influence on tea taking habit instead of this,
taste and quality can influence this habit.
 RECOMMENDATI
ONS
They can reduce their price further.
They must emphasis on the quality of
product.
They can improve their sales promotional
activities.
Lipton can gain more market by
introducing sachets.
They can attain a large number of people
by making their product hygienically
assured.
 What do you prefer to
take?
COFFEE GREEN TEA BLACK TEA
3 6 16
12% 24% 64%
80%
60%
40%
20%
0%
COFFEE GREEN T EA BLA C K T EA
 In which condition you like
the most to take a cup
of tea?
LOAD OF READING IN OFFICE AFTER MEAL ROUTINE ON MOOD
WORK
5 4 2 2 3 9
20% 16% 8% 8% 12% 36%
40%

30%

20%

10%

0%
LOAD OF READING IN OFFICE AFTER M EAL ROUTINE ON M OOD
WORK
 Which of the following
type of tea you use the
most?
SEPARATE TEA MIX TEA
11 14
44% 56%
60%

40%

20%

0%
SEPARATE TEA M IX TEA
 How much cup of tea
you take per day?
1CUP 2CUPS 3CUPS 4CUPS 5CUPS
5 7 10 2 1
20% 28% 40% 8% 4%
40%

30%

20%

10%

0%
1CUP 2CUPS 3CUPS 4CUPS 5CUPS
 What kind of tea you
use?
LIGHT REGULAR STRONG DOODH
PATI
2 15 5 3
8% 60% 20% 12%
60%
50%
40%
30%
20%
10%
0%
LIGHT REGULAR STRONG DOODH PATI
Are you using tea as a
habit?
YES NO
11 14
44% 56%
60%
50%
40%
30%
20%
10%
0%
YES NO
 You take a cup of tea
for what?
REFRESH-MENT ENERGY BOOST HABITUAL
17 3 5
68% 12% 20%
80%
60%
40%
20%
0%
REFRESH-M ENTENERGY BOOST HABITUAL
 In which season you
take tea most?
SUMMER WINTER SPRING AUTUMN RAINY SAME IN
SEASON ALL
0 13 1 0 0 11
0% 52% 4% 0% 0% 44%
60%
50%
40%
30%
20%
10%
0%
SUMMER WINTER SPRING AUTUMN RAINY SAME IN
SEASON ALL
 Which tea brand is
traditionally used in
your family?
BROOKE TAPAL LIPTON TETLEY ALOKOZA OTHER
BOND Y
8 4 13 0 0 0
32% 16% 52% 0% 0% 0%
60%
50%
40%
30%
20%
10%
0%
BRO O KE T A P A L L IP T O N T ET L EY A L O KO Z A YO T HER
BO ND
 Please rank the brands in order
of favour (1=most 6=least)
BROOKE TAPAL LIPTON TETLEY VITAL ALOKOZAY
BOND
1=9 1=5 1=12 1=0 1=0 1=0
36% 20% 48% 0% 0% 0%
2=5 2=8 2=7 2=4 2=0 2=1
20% 32% 28% 16% 0% 4%
3=8 3=9 3=4 3=0 3=1 3=2
32% 36% 16% 0% 4% 8%
4=2 4=0 4=1 4=11 4=7 4=3
8% 0% 4% 44% 28% 12%
5=1 5=2 5=1 5=7 5=9 5=7
4% 8% 4% 28% 36% 28%
6=0 6=1 6=0 6=3 6=8 6=12
0% 4% 0% 12% 32% 48%
50%
45% Brooke Bond
40%
35% Tapal
30% Lipton
25%
20% Tetley
15%
Vital
10%
5% Alokozay
0%
1st 2nd 3rd 4th 5th 6th
 What attract you for
buying a product?
Cost Quality Status Quo
effectiveness
0 25 0
0% 100% 0%
100%
80%
60%
40%
20%
0%
Cost Quality Status Quo
effectiveness
Now which brand do you
usually buy?
BROOKE TAPAL LIPTON TETLEY VITAL ALOKOZAY
BOND

11 2 12 0 0 0
44% 8% 48% 0% 0% 0%
50%
40%
30%
20%
10%
0%
BROOKE TAPAL LIPTON TETLEY VITAL ALOKOZAY
BOND
 Are you familiar with
Lipton Yellow label
tea?
YES NO LITTLE-BIT
22 0 3
88% 0% 12%
100%
80%
60%
40%
20%
0%
YES NO LITTLE-BIT
 How is Lipton Yellow
label tea packaging?
VERY ATTRACTIVE AVERAGE BAD VERY BAD
ATTRACTIVE
1 16 8 0 0
4% 64% 32% 32% 32%
70%
60%
50%
40%
30%
20%
10%
0%
VERY ATTRACTIVE AVERAGE BAD VERY BAD
ATTRACTIVE
 Did you taste Lipton
Yellow Label Tea?
YES NO
24 1
96% 4%

100%
80%
60%
40%
20%
0%
YES NO
 How is the taste of Lipton
Yellow label tea?
MIND BLOWING AVERAGE NOT-GOOD
4 20 1
16% 80% 4%

80%

60%

40%

20%

0%
MINDBLOWING AVERAGE NOT-GOOD
 Lipton Yellow Label tea
has status symbol?
YES NO MODERATE
7 7 11
28% 28% 44%

50%
40%
30%
20%
10%
0%
YES NO MODERATE
 Do you think Lipton Yellow label
having all qualities that you seek
in any other brand?
YES NO DON’T KNOW
8 7 10
32% 28% 40%

40%

30%

20%

10%

0%
YES NO DON’T KNOW
 Is Lipton Yellow Label
good for health?
YES NO DON’T KNOW
6 6 13
24% 24% 52%

60%
50%
40%
30%
20%
10%
0%
YES NO DON’T KNOW
Which is the best alternative
of the Lipton Yellow Label
tea?
BROOKE TAPAL TETLEY VITAL ALOKOZAY
BOND
12 10 0 0 3
48% 40% 0% 0% 12%
50%
40%
30%
20%
10%
0%
BROOKE BOND TAPAL TETLEY VITAL ALOKOZAY
You are using Lipton Yellow
Label tea because,
TASTES GOOD GOOD ADVERTISING ATTRACTIVE
PACKING
24 1 0
96% 4% 0%
100%
80%
60%
40%
20%
0%
TASTES GOOD GOOD ATTRACTIVE
ADVERTISING PACKING
 Which Lipton product
you use most?
YELLOW YELLOW LABEL YELLOW LABEL OTHER
LABEL GREEN TEA TEABAG
11 5 9 0
44% 20% 36% 0%
50%
40%
30%
20%
10%
0%
YELLOW LABEL YELLOW LABEL YELLOW LABEL OTHER
GREEN TEA TEABAG
 If Lipton raises their product
price then are you willing
to buy Lipton tea?
YES NO Don’t know
7 14 4
28% 56% 16%

60%
50%
40%
30%
20%
10%
0%
YES NO Don’t know
 Lipton has innovation?
YES NO DON’T KNOW
8 5 12
32% 20% 48%

50%

40%

30%

20%

10%

0%
YES NO DON’T KNOW
 Which pack do you buy
the most?
1KG 400GRMS 200GRMS
1 8 16
4% 32% 64%

80%

60%

40%

20%

0%
1KG 400GRMS 200GRMS
 Any suggestion for Lipton
Yellow Label tea…
NO SINGLE BAG INCREASE CHANGE LOW THE
Suggestion SALE QUALITY PACKAGING PRICE
7 2 14 1 1
28% 8% 56% 4% 4%
60%
50%
40%
30%
20%
10%
0%
NO SINGLE BAG INCREASE CHANGE LOW THE
SUGGESTION SALE QUALITY PACKAGING PRICE
 Can people procure advantage as
compare to its competitor’s
product?

YES NO DON’T KNOW

21 1 3
84% 4% 12%
100%
80%
60%
40%
20%
0%
YES NO DON’T KNOW
 Either its price is
affordable,
YES NO DON’T KNOW
22 2 1
88% 8% 4%

100%
80%
60%
40%
20%
0%
YES NO DON’T KNOW
 Is this related to
consumer utility?
YES NO DON’T KNOW
21 1 3
84% 4% 12%
100%
80%
60%
40%
20%
0%
YES NO DON’T KNOW
 Is this a price winning
product?
YES NO DON’T KNOW
11 7 7
44% 28% 28%
50%
40%
30%
20%
10%
0%
YES NO DON’T KNOW
 How much it covers the
market share?
25%---40% 40%---70% 70%---90%
2 18 5
8% 72% 20%

80%

60%

40%

20%

0%
25%---40% 40%---70% 70%---90%
 Can we obtain relative
price to its Varity of
packages
YES NO DON’T KNOW
16 3 6
64% 12% 24%

80%

60%

40%

20%

0%
YES NO DON’T KNOW
 How people will react
against the response of
this price
HIGH PRICE LOW PRICE DON’T KNOW
8 8 9
32% 32% 36%
36%
35%
34%
33%
32%
31%
30%
HIGH PRICE LOW PRICE DON’T KNOW
 Is its satisfaction level is
equal in comparison to
its price?
YES NO DON’T KNOW
17 5 4
68% 20% 16%

80%

60%

40%

20%

0%
YES NO DON’T KNOW
Whether its quality is equal to its price?
NO DON’T KNOW
YES
20 5 0
80% 20% 0%

80%

60%

40%

20%

0%
YES NO DON’T KNOW
May its price affect its purchasing power?
YES NO DON’T KNOW
15 8 2
60% 32% 8%

60%
50%
40%
30%
20%
10%
0%
YES NO DON’T KNOW
 How is its price as compare to its
competitors?
LOW PRICE EQUAL
HIGH PRICE
9 4 12
36% 16% 48%

50%
40%
30%
20%
10%
0%
HIGH PRICE LOW PRICE EQUAL
 How is the behavior of its
rivals against its price?
DECREASE PRICE INCREASE QUALITY DON’T KNOW

8 11 6
32% 44% 24%
50%
40%
30%
20%
10%
0%
DECREASE PRICE INCREASE DON’T KNOW
QUALITY
 May its sale be expanded
reducing its price?
YES NO DON’T KNOW
19 2 4
76% 8% 16%
80%

60%

40%

20%

0%
YES NO DON’T KNOW
 Are you thinking Lipton
Yellow label have
negative point?
YES NO DON’T KNOW
4 11 10
16% 44% 40%
50%
40%
30%
20%
10%
0%
YES NO DON’TKNOW
 If yes than the
negative point is?
HIGH PRICE LOW QUALITY PACKAGING NOT NIL
GOOD
5 4 2 14
20% 16% 8% 56%
60%
50%
40%
30%
20%
10%
0%
HIGH PRICE LOW QUALITY PACKAGING NIL
NOT GOOD
 Where you take tea most?
IN YOUR WORK PLACE AT HOME PARTY

7 18 0
28% 72% 0%

80%

60%

40%

20%
0%
INYOUR AT HOME PARTY
WORKPLACE
 Price of yellow label as
compare their
Competitors?
HIGH AVERAGE LOW
6 19 0
24% 76% 0%

80%

60%

40%

20%

0%
HIGH AVERAGE LOW
 You feel Lipton should
offer gift with
product?
YES NO DON’T KNOW
14 6 5
56% 24% 20%

60%
50%
40%
30%
20%
10%
0%
YES NO DON’T KNOW
 Did price based on
competitor?
YES NO DON’T KNOW
19 3 3
76% 12% 12%
80%

60%

40%

20%

0%
YES NO DON’T KNOW
 Which innovation
attracts you most?
YES NO DON’T KNOW
9 13 3
36% 52% 12%
60%
50%
40%
30%
20%
10%
0%
YES NO DON’T KNOW
 Are you visiting Lipton
yellow label website?
YES NO DON’T KNOW
5 18 2
20% 72% 8%
80%

60%

40%

20%

0%
YES NO DON’T KNOW
 If you know the website
of Lipton please write?
KNOWN UNKNOWN
8 17
32% 68%
80%

60%

40%

20%

0%
KNOWN UNKNOWN
 Easy to afford able,
BAG TEA MIX TEA
10 15
40% 60%
60%
50%
40%
30%
20%
10%
0%
BAG TEA MIX TEA
 Is the price of Lipton
Yellow Label according
to performance?
YES NO DON’T KNOW
20 2 3
80% 8% 12%
80%

60%

40%

20%

0%
YES NO DON’T KNOW
 Product fulfills your
need,
YES NO
25 0
100% 0%

100%
80%
60%
40%
20%
0%
YES NO