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TEAM 4G
•Zarda Myrsini
•Sopasoudaki Eirini
•Kouboura Georgia
•Pappa Stella

2. LIPTON TEA
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•First tea discovered by Chinese
Emperor Shen Nung in 2737 B.C.
Thomas Lipton: 1.created a grocery chain in Scotland
2.founded the first teashop in Glasgow in 1871
BUT

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TODAY
LIPTON PRODUCTS
•9 tea categories
LATEST INNOVATIONS
 Tea Pyramids
 Lipton Sun Tea
 Lipton Tea&Honey
•LIPTON is the Key
Player in the market
worldwide
•2nd behind Coca
Cola in consuming
•Ice tea in Greece is
distributed by Unilever
and PepsiCo-ΗΒΗ

4. LIPTON TEA&HONEY
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Every package contains:
8 sachets of powder tea
natural and tasty ingredients
honey
only 5 calories
with
1 sachet
500ml
bottle of
water

5. OPPORTUNITY FOR MARKET
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GIVES CONSUMERS AN OPPORTUNITY TO:
1. Enjoy their favorite natural flavored tea
2. On the go
3. Any place, any time
4. Carrying only the powder sachet and a 500ml
bottle of water
5. Without gaining any pounds.

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TARGET
GROUP
25-34 years
old
Health
conscious
people
Soft drink
consumers
Life
embracers
Active
women

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WHAT CONSUMERS WANTS:
New and
innovative
products
Products
which provide
satisfaction
MAIN FACTOR
 Supply and demand relationship

8. MARKET DATA FOR LIPTON TEA
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STATISTICS

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Increased at about 31.1%
Powder1.5M€ Powder2.0M€
Decreased at about 4.14%
Leaf Tea11.8M€ Leaf Tea11.3M€
Decreased at about 7.75%
RTD18M€ RTD16.7M€
2011 VS 2012
BASED ON YTD STATISTICS

10. COMPETITION
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COCA-COLA 3E A.E.
•2nd place in bottling of Coca-Cola worldwide
•28 countries
•Need satisfaction of 550.000.000 consumers
Fizzy drinks and not
Energy drinks
water
Juices and beverages e.g. tea like Nestea
ΕΨΑ Α.Ε.
•New investments that increase bottling production (20.000 per hour)
•Product distribution in all places of Greece
•New sales departments all the time
•PET bottle
•Green Tea with Pomegranate and sour cherry

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COMMUNICATION OBJECTIVE
OUR AIMS
Awareness Information Persuasion
Build a brand
image
Credibility
cultivation
Sales
Able to tackle
competition

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Communication Strategy
IDEAS
 Smart promotion on different kiosks

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 Offering samples on the beach, emphasizing on beach
sports’ events
Cocktails with delicious
taste and low calories

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Café
Served in the same way as hot tea in winter

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The event
Lipton presents the new product!
The concept
“Tea&Honey DIY”
 Jugs of iced water
 Empty glasses
 Tea&Honey sticks for every one

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The sponsorship
Sponsor the “RACE FOR THE CURE” by “ALMA ZOIS”, the
Hellenic organization for women with breast cancer.

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 Web activity
Website creation which will give the opportunity to a user to:
•Enter a particular
code and take part
in a draw for a gift
•Get instructions on how to organise a tea
party for two or more
•Upload photos and
estimate the whole
party procedure

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