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Tea Culture in Pakistan
In Pakistan tea is popular all over the country.
It is one of the most consumed beverages in Pakistan
In Pakistan, almost every 10th person is a tea addict.
Mostly people call it doodh pati in local language.
Pakistan is ranked as the third largest importer of tea in the
In 2003, as much as 109,000 tones of tea were consumed in
In Pakistan, tea is usually consumed at breakfast, during
lunch breaks at the workplace, and in the evening at home,
which is usually consumed with biscuits or cake.
Yellow Label is probably the world’s most famous tea.
It’s the world’s best-selling tea brand, has been established for
more than 100 years
Lipton plays the role of an energetic brand that aims to
redefine the meaning of tea in people’s lives.
Lipton tea provides great taste, aroma, flavor and color.
The Power of Lipton
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 billion Tea Bags are produced by Lipton Tea each year
History of Lipton
Lipton was created at the end of the 19th century by Sir
Thomas Lipton in Glasgow, Scotland.
Later he established a chain of grocers, first across
Glasgow, the rest of Scotland, until finally he had stores
Lipton is positioned as a High Quality But Reasonably Priced
In 1929, the Lipton grocery retail business was merge with Home and
Colonial Stores to form a food group with over 3,000 stores.
In 1980 Lipton tea business was acquired by consumer goods company
Unilever in a number of separate transactions, starting with
the purchase of the US and Canadian Lipton business in 1938 and
completed in 1972 when Unilever bought the remainder of the global
In 1991 Lipton made first joint venture with Pepsi.CO
Over a hundred years on, Lipton now possesses Thousands of acres
of quality tea gardens in
Under the slogan "DIRECT FROM THE TEA GARDENS
TO THE TEA POT“, he made tea a popular and approachable
drink for everyone high quality but reasonable priced.
The Lipton tea are his heritage and they are more popular than
Lipton tea is now WORLD LEADER and present in more than
Lipton vision is to
available within an
arm’s reach of every
Purpose of Lipton is to meets every day needs of everywhere
to anticipate the aspiration of our consumers and customers
to respond creatively and competitively with products which
raise the quality of life.
Lipton In Pakistan
Lipton was launched in Pakistan in 1948 and is one of the
oldest brands in the country.
Lipton world of tea blending in Pakistan and around the
world means only two things;
Quality & Reliability.
Lipton’s Portfolio In Pakistan
Lipton Yellow Label Tea
Lipton Mega Daane
Target Market of Lipton
Commercially they target the urban areas of Pakistan who
come in the category of average middle class or above.
Lipton’s target market involves specifically females in
Initially the single idea behind Lipton is
“Light premium priced tea with best quality ”
For global citizen.
Later, they re-positioned itself specifically addressed local
customers by old melody
Chai chahye. Kaun sy janab
Lipton he to hay hmm lajawab
Then they positioned its tea. The tea which
“Clear The Mind”
After that in 2009, new campaigns was launched which
It contains thiamine which sharpens the mind,
so their message then was
‘SIP OF INSPIRATION’.
Unilever Pakistan recently re-launched Lipton
Yellow Label with an
‘Enhanced Tea Essence’ And ‘Rich Taste’.
The new campaign is an adaptation of global campaign.
Now the brand has transitioned towards a simpler message
The idea is to communicate what a sip of Lipton can do,
which is ‘bring a positive outlook in you and u will live
Tapal Vs Lipton
According to a survey, which was done recently,
84% of the Elite class and High Middle class prefer Lipton
95% of the Middle and Lower Middle class prefer Tapal over
Overall market share of
Lipton is 14%
4P’s of Marketing
Lipton Yellow Label has a brand image in the mind of
consumer as hand picked close to the bud for best quality tea
and finest taste. Lipton is the market leader in Danne Dar
category of tea. They believe that quality is a way of life to us.
Lipton Yellow label never compromised on
quality so they adopted value based
100gm : Rs 65
200gm : Rs 125
500gm : Rs 280
Lipton Yellow label has distribution network across
Its popularity in Pakistan make it No1 Brand in country.
It is available at more than 180000 outlets in Pakistan
Lipton has its Head quarter in Karachi and 650 distribution
offices all over the Pakistan
Distribution channel of Lipton is
The Lipton does it promotion in following ways:
Lipton, the world’s leading tea brand, launched three month
long Dip & Win consumer promotion campaign in June
Price discount and allowances like
Lipton recently launched a consumer promotion campaign
announcing a massive price off (up to Rs 60 for its largest SKU
of 950g). The concept is based on the message of TABDEELI
Special promotions or packages
Associating With Music And
In previous ads they used singers like Nazia Hassan and
Zohaib Hassan, Meesha Shafi, Arif Lohar and Ali Zafar.
For resent campaign Lipton used song that could help us drive
a ‘positive’ message.This is
Alamgir’s recent new rendition of Keh De Na .
As Lipton is the oldest and famous tea brand in Pakistan they
should fuscous on how to sustain and grasp more market
share because many new entrants are entering in market
Specially, Tapal tea is grasping more market share by
introducing new products and different appeal.
Lipton is one of Pakistan’s leading and most loved brands. Their
strong brand equity appeals to customers with its unique
history and availability in more than 150 countries
worldwide so consumers know and trust it.
Lipton plays the role of an energetic brand that aims to redefine
the meaning of tea in people’s lives. So Lipton is fulfilling its
Lipton tea providing great taste, aroma, flavor and color to
their customer around the world.