This document discusses Lipton Green Tea's marketing strategy in India. It analyzes the tea industry, Unilever's acquisition of Lipton, and segmentation, targeting, positioning, and the marketing mix for Lipton Green Tea in India. The marketing strategy targets middle and upper-middle class Indians and positions Lipton as a healthy lifestyle brand with strong flavor. The marketing mix involves distributing widely in major cities while promoting health benefits through advertising.
2. BBA CORE A SEM III
GROUP NO.15
SR.NO NAME ROLL.NO
1 ANIKET PARTE BBA0150
2 SHLOK MANE BBA015051
3 SEJAL GAIKWAD BBA015052
4 NIKITA MHATRE BBA015053
3. TEA INDUSTRY
Tea is produced in both tropical and
temperate zones. Because it grows at
high altitudes, it typically does not
compete with food or other cash
crops. Asia accounts for about three-
quarters of global production, Africa
for half the remainder, and several
Middle Eastern and Latin American
countries for the rest.
Green tea has a less processed flavor
than black tea. The leaves are
steamed and heated immediately after
plucking. Because the leaves are
dried without going through
fermentation, they remain green.
4. UNILEVER
In 1931, Unilever set up its first Indian subsidiary, Hindustan
Vanaspati Manufacturing Company, followed by Lever
Brothers India Limited (1933) and United Traders Limited
(1935). These three companies merged to form HUL in
November 1956; HUL offered 10% of its equity to the Indian
public, being the first among the foreign subsidiaries to do so
Unilever acquired Lipton in 1972 and in 1977 Lipton Tea
(India) Limited was incorporated. Since the very early years,
HUL has vigorously responded to the stimulus of economic
growth. The growth process has been accompanied by
judicious diversification, always in line with Indian opinions
and aspirations.
5. LIPTON GREEN TEA
Lipton was created the end of the 19th
century by Sir Thomas Lipton. Over
a hundred year on Lipton was
possessing thousands of acres of
quality of tea garden in East Africa.
The 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
Lipton business.
6. DISTRIBUTION STRATEGY
• Every company’s motive is to have wide distribution
channel. Every company aims to provide its product
at right time at the right place.
• Distribution channel in marketing are the one of the
classic 4p’s.
• B2B and B2C companies can sell through single
distribution channel through multiple channels that
may include…
• Lipton Green gives considerable trade discount to
wholesalers.
10. TARGETING
Indian Middle Class And Upper
Middle Class Which Accounts
For Nearly 300 Million People
And More.
People Who Are Active Life
Conscious, Specially In
Exhausted Condition –Tea
Lovers.
11. POSITIONING
Lipton Green Tea
Has Been
Positioned In The
Market As
“Great Tasting
And Good For
Consumers”
Because It Is Rich
In Protective
Antioxidants
(Unilever 2007).
It Is Globally
Promoted As “The
Perfect Drink For
Active, Healthy
Lifestyle”
(Unilever 2007)
Lipton Plays
Major Role In Its
Strong Aroma&
Premium Price.
Consumer Welfare
And Sustainable
Development Have
Been The Main
Driving Factors
Behind the
Packaging And
Marketing Of
Lipton Green Tea .
19. PRODUCT
• Lipton Tea will be a high quality product offered
as specially blended herbs tea.
• Contents of the Lipton Tea will be
• 40 bags, 80 bags, 150 bags, 250 bags (Family pack)
• The amount of bags refers to different target
groups.40 bags for singles, 80 bags for couples, 150
bags and 250 bags are Family Packs
20. PRICE
• Follows high-medium price strategy and
offers more value for it.
• Follows a Going Rate Pricing strategy
• Besides taking the competition into account,
Green Tea does cost plus pricing
• It provides consumers a reasonable price
according to its quality.
21. PLACE
• In the beginning the company sole aim was to
capture the tea market of Mumbai, as they were
already in tea business here, only and then
strategically build their network to other cities of
India.
• Green Tea has a distribution network spread
across India, from Mumbai to Pune with over 500
distributors.
• It also distributes its product world wide
22. PROMOTION
• Advance campaign to build awareness and
differentiated products quality from its
competitors.
• Develop Awareness Among People
• Build Loyal Customer Base
23. CONCLUSION
Looking at the overall plan, one thing is clear that no matter what it
takes, the audience need to be targeted very smartly and in a way that
make them feel that the product has something in it that others do not.
This acts as a competitive advantage for the company. Capturing the
maximum share in the market leads to more and more identifications of
opportunities and these profitable opportunities need to be grasped
eventually at all levels of competition.
The firm may operate with an annual advertising plan and the
campaign must be so strong that it delivers the message straight
forwardly and hitting the aperture at the right place with maximum
media share.
Thus, fulfilling its promise by its great taste, aroma, flavor and color
to their customers all around the world.
24. BIBLIOGRAPHY
• http://www.liptontea.com/
• Wikipedia. 2007. “Lipton.” Available
at http://en.wikipedia.org/wiki/Lipton
• Company Reports: Unilever Annual Review 2011
• http://www.monografias.com/trabajos15/strategic-
marketing/strategic-marketing.shtml
• http://www.knowthis.com/principles-of-marketing-
tutorials/marketing-planning-and-strategy/
• http://www.mediapost.com/publications/article/170917/new-
strategies-for-customer-relationship-managemen.html
