Lipton Brand Plan
October 8, 2022 | Author: Anonymous | Category: N/A
Short Description
Download Lipton Brand Plan...
Description
BRAND OBJECTIVE FOR 2019 ⁻ ⁻ ⁻ ⁻
The aim is to provide quality tea that is safe for the health and energizing for the mind and body with an unforgeable avor. Lipton has to retain its posion as a market leader against all its competors especially Tapal who is its challenger and close substute. It has to interact directly with the consumers in order to be aware of the requirements and expectaonss of its consumers. expectaon It has to maintain the highest sasfacon standards standards and goodwill amongst the consumers.
PROBLEMS • • •
Less Consumer and Share in Karachi Low Consumer in Rural R ural Areas Inaon
•
High Fluctuaon in Exchange Rates
INTRODUCTION Lipton is the tea brand for Unilever, one of the biggest mulnaonals around the globe. Lipton oers an opon to tea lovers to enjoy their favorite drink in an excing and refreshing way
Lipton is a dominant player in tea experse in the world. First version of Lipton was introduced with yellow pack and Red shield.
YELLOW stands for freshness, happiness, posivity, clarity, energy, opmism, enlightenment, remembrance, intellect, honor, loyalty, and joy., joy.,
BRAND HISTORY: Lipton was created in the end of 19th century by Sir Thomas Lipton in Glasgow, Scotland. Under the slogan “ Direct from the tea gardens to the Tea po t”, this entrepreneurial businessman wanted to make tea a popular and approachable drink to every one with a high quality and a reasonable price pr product. oduct. In 1929, the Lipton grocery retail business was one of the companies that merged with Home and Colonial Stores. In 1961, it took the name of Allied Stores. Then the Lipton tea business was acquired by consumer goods company Unilever in a number of separate transacons, starng with the purchase of the US and Canadian Lipton business in 1938 and completed in 1972 Unilever bought the remainder of the global Lipton business. The Lipton ready-to-drink beverages are sold by Pepsi Lipton Internaonal, a company jointly owned by Unilever and PepsiCo, the owners of the namesake product Pepsi.
VISION .
Lipton’s vision is to be available within an arm’s reach of every individual desire. We will be a global Lipton’s measure enterprise recognized throughout throughout the world. We will be the standard by which other business measure their performance. Our hallmark will be the highest quality nature products, iniave and team work of our people and our ability to ancipate and eecvely respond to the changing consumer needs.
PURPOSE
Purpose of Lipton is to meet every day needs of everyone, to ancipate the aspiraon of our consumers and customers to respond creavely and compevely with products that raise the quality of life.
BRAND RANGE IN PAKISTAN Lipton Yellow label Tea Lipton Tea Bags
Lipton Mega Daane
Lipton Green Tea
Lipton Flavoured Tea
The target market consists of
“
People including late teens,
young adults and mature individuals. In Pakistan, tea is a beverage of choice for starting the day and as an evening drink.
CONSUMER INSIGHT Who buys Lipton Tea? → Tea enthusiasts
→Upper and Middle Class →Individuals of 18-60 years
MARKET SEGMENTATION PRODUCTS
GEOGRAPHICAL
BEHAVIOURAL
PSYCHOGRAPHIC
DEMOGRAPHIC
YE YELL LLOW OW LA LABE BELL
Al Alll maj major or ci cie es, s, regions
Acve, enthusiasc
A+, A, B+, B
15 years & above, M/F
GREEN TEA
All major cies, regions
Health conscious
A+, A, B+
20 to 40 years, M/F
TEA BAGS
All major cies, regions
Working and students
A+, A, B+
15 years & above, M/F
MEGA DANE
All major cies
Strong, vibrant
A+, A
20 years &
FLAVOURED TEA
region All major cies region
Flavour cravers
A+, A
above, M/F 10 to 32 years, M/F
Some of the cies
Cool kid, youngsters
A+, A
ICED TEA
A+
UPPER CL CLASS
A
UPPER-MIDDLE CLASS
B+ B
MIDDLE CLASS MIDDLE-LOWER CLASS
10 to 32 years, M/F
Positioning Map Analysis High Transcendence
Rich Flavour
Bland Flavour
Low Transcendence
BRAND POSITIONING: Lipton has been posioned in the market as ‘Light premium priced tea with best quality’. In order to maintain its posioning they started the campaign of Emoonal connecvity with their consumers by posioning as ‘BE AWAKE TO WHAT REALLY MATTERS’. (lipton Chotu)
VALUE PROPOSITION: PROPOSITION: Nature is our factory. We harness the sun, wind and rain to ensure our every cup of tea is craed with natural goodness to give you our signature delicious taste and aroma. POSITIONING POSITIO NING STA STATEMENT: A sip of inspiraon
DISTRIBUTORS: Lipton is available at more than 180000 outlets in Pakistan. 650 distribuon oce all over the Pakistan. In Karachi some of the distributors are: • • • •
LOTUS Food PVT Ltd Ali Gohar & Company Venus Pakistan Ltd Al-Qadeer Corp.
Karachi Distribution Plan District
Populaon
Tea Consumpon
No. of Distributors
Central
10,000,000
High
2
East
7,500,000
High
2
West
5,000,000
High
2
South
5,000,000
High
2
North
7,500,000
High
2
Total
35,000,000
10
Targeng
All Types of Stores. Kiryana, General, Medical, Departmental, Superstore and Hypermarket.
DISTRIBUTION CAMPAIGN •
•
•
End User Schemes Benets to Distributor YPS – Yellow Page Sales
SALES PLAN Expected Sales
Median
1ST Quarter
Rs. 1,000,000
End user, Distributor, YPS
2nd Qu Quarter
Rs. 1,000,000
End user, Distributor, YPS
3rd Qu Q uarter
Rs. 1,750,000
End user, Distributor, YPS
4th Qu Q uarter
Rs. 2,250,000
End user, Distributor, YPS
Product Placement Product Range
Kiryana
Medical
General
Departmental
Superstore
Hypermarket
950gm
Very Low
Low
Medium
High
High
High
475gm
Low
Low
Medium
High
High
High
200gm
Medium
Low
High
High
High
High
95gm
High
Low
High
High
High
High
BRAND EQUITY PLAN: Brand equity plan based on 4 components: •
Dierenaon
Where as dierenaon point of Lipton is that they provide a best quality tea all over the world with the value based pricing. •
Knowledge
The promoonal campaigns Lipton used for their customers; - Adversing on the billboards - They target the vast market of customers from TV adversements - Kiosk in universies and corporate corporate sectors. - Instalment of Lipton tea vending machines.
•
Relevance
Lipton change their trends with the new innovaons in the market with the Lipton iced tea Lipton avored tea Lipton pearl grey -
•
Esteem
Liptons main USP is quality in which they never compromise and they have best quality in the market where they circulate their products. products. Lipton tea leaf extracted extracted with the innovave machineries to provide best quality to their customers.
LIPTON SUSTAINABLE SUSTAINABLE TEA TE A INDU INDUSTRY STRY:: We movate shoppers to trust, and pick, the quality and manageability of our tea. Our brands interface us to a huge number of individuals whose occupaons rely upon tea producon, and to the biological systems they share – remembering for 750,000 smallholdings, for the most part in Africa and Asia, just as our very own domains in Kenya and Tanzania. We're gaining great ground, We met our objecve to source all the tea for Lipton tea packs from 100% Rainforest Alliance Cered™ sources before the nish of 2015. What's more, we're moving in the direcon of our 2020 objecve for all tea – before the nish of 2019, 84% was from cered sustainable sources.
BRAND SCA (SUSTAINABLE COMPETITIVE ADVANTAGE) : The success of company is based on the quality of the products. The rm adopted a red ocean strategy of producon since it aims to ght and beat the compeon. Lipton Brand Sustainable Compeve Advantage is that “We want to ensure that we will connue to have a supply of quality tea from expert tea farmers to underpin our growth. We have the products diversity and persistent innovaon of manufacture processes which is the power of our Brand. Lipton Tea producon is based on t he producon he usage of the high-quality Unilever estate leafs, which contributes to the establishment of eecve business maintaining.”
MARKET SHARE: The world wide market share of Lipton is increasing year to year. In 2019 the market share of Lipton is 11.4%, the forecasted market share of 2020 and 2021 is 11.5% and 11.6%
MARKET SHARE OF LIPTON IN PAKISTAN: Represenng 50% of the absolute tea market is in Pakistan Pakistan (as far as consumpon), the branded tea classicaon is ruled by Tapal (over half market share) and Unilever's Lipton and others are loose MARKET SHARE tea. VITAL 12%
OTHERS 4%
LIPTON 41%
TAPAL 43%
LIPTON
TAPAL
VITAL
OTHERS
LIPTON VS TAPAL
LIPTON:
TAPAL:
Lipton is a Brish brand of tea, claimed by Unilever. Unilever. The Lipton tea business was procured by consumer goods organizaon Unilever. Lipton was propelled in Pakistan in 1948. In 1991, Unilever made a rst joint
Tapal tea is established in Pakistan in 1947 as a market head. It is the biggest tea brand in the Pakistan, it become the primary Organizaon in Pakistan to win the ISO-9001 armaon (an image of highest universal
venture with PepsiCo. It is one of the most seasoned brand in the naon, Lipton has become a predominant tea adverse in numerous business sectors.
quality standards). It is acknowledged as a Best brand in Danedar Category.
4P’S OF LI LIPTON PTON AND TAP TAPAL AL PTONS PRODUCT RANGE: TAPAL PRODUCT RANGE ipton Yellow label Tea ipton Mega Daane ipton Green Tea ipton Tea Bags ipton Flavoured Tea
• • • •
•
Tapal Danedar Tapal Family Mixture Tapal Special Tea Bags Tapal Tezdum Tapal Green Tea
PRICING:
PRICING:
Lipton Yellow Label never compromise on quality so they adopted value based pricing.
Tapal follows high medium price strategy in which it oers a high quality tea at a reasonable prices. The prices of Tapal is as follow
LIPTON YELLOW LABEL 95gm: Rs.120 200gm: Rs.230 475gm: Rs.535 950gm: Rs.995
TAPAL DANEDAR 100gm: Rs.110 190gm: Rs.210 475gm: Rs.425 950gm: Rs.950
PLACE:
PLACE:
Lipton is available at 180000 outlets in Pakistan. Lipton Head Quarter is in Karachi at Avari Tower and 650 distribuon distribuon oces all over the Pakistan, where as Lipton Yellow Label has distribuon network across Pakistan.
It started out as a retail outlet in Jodia Bazaar. Tapal tea is supplied through a distribuon network, it is made available at retail outlets, wholesale shops, general stores, and ulity stores.
PROMOTIO N: Lipton does it promoon in following ways
PROMOTION: Tapal always promong themselves through dierent events and adversing. They promote themselves by giving free gis on buying tea packets of half kg and one kg and kiosk in universies and superstores etc.
Adversing Personal selling Sales promoon Publicity
Billboard Adversing Radio Online adversing for ice tea promoon
STRATEGIES FOLLOWED BY LIPTON:
STRATEGY FOLLOWED BY TAPAL:
MARKET DEVELOPMENT: Constantly bringing their present items into new market. Accessible just about 110 naons of the world.
COST LEADERSHIP STRA STRATEGY TEGY:: Has diminished expense due to having the best tea fabricang innovaon in Pakistan.
•
•
•
PRODUCT DEVELOPMENT: Acquainng new items me with me so as to make new clients. Presenng new stunning avours in Lipton ice tea, Lipton tea, and green tea with super organic product tastes. •
•
PRODUCT DEVELOPMENT: Bringing new items into new region of Pakistan.
•
COMPETITOR ANALYSIS FACTORS
LIPTON
TAPAL
PS PSY YCHOL CHOLIG IGIC ICAL AL ANA ANALLYS YSIS IS
Li Liffe styl styles es
Establishes strong family
Personality Health caring Young Vibrant
bond Focuses on aroma and taste Energec
TARGET MARKET
Upper and Middle Social class Urban areas All age groups
Urban areas Rural areas All age groups All social classes
MARKET POSITIONING
Premium pricing Strong aroma Hygienic High quality
Adventurous Rich taste and avour Strong aroma
PRICE
High price focusing on middle and elite class
Medium price
STRATEGIES
Market development Product development
Low cost strategy Product development
R&D STRATEGIES
Dierenaon
Innovaon
Innovaon
SWOT ANALYSIS OF LIPTON: STRENGTH: Lipton is a solid brand name, has a solid dominance in the market. Most faithful customer of Lipton inclined towards ulizing Yellow Label since it has a feeling of trust and duty regarding taste. It has a solid publicizing eorts concentrang on health and inspiraon. •
•
•
WEAKNESS: Since it is a market leader everywhere throughout the world and oers a top notch brand, it sets the cost in the market and charges signicant expense. Distribuon organize is as yet more fragile in Sindh and Balochistan; rusc •
•
zones. They lean toward local tea over branded ones.
OPPORTUNITIES: Rather than bringing in from various naons, it is desirable over import from India and Srilanka at less expensive expense. Set up ranches for culvaon as opposed to bringing in, which further decrease input cost. adversement can be ulized to upgrade deals in Sindh Balochistan. •
•
•
THREATS: Because of less expensive tea imports from Srilanka and India, new players are probably going to enter the business. Expanded pirang of loose tea at less expensive rates. High market share of the free tea and Tapal in Sindh and Balochistan. Inclinaon of individuals having espresso or dierent refreshments. High inaon in naon can contrarily aect the brand. •
•
•
•
•
BCG MATRIX MATRIX
PRODUCT LIFE CYCLE
COMPARISON WITH OTHER BRANDS
Intr oducti on
Growth
Maturit y
Decline
s e l a S
Lipton Tapal Supreme Tetley
Time
BRAND CAMPAIGN 2020 We have selected all the SKU’s under the Channel of General Trade , General/Modern Trade and Modern Trade. The colors that we have chosen are Blue, Green & Purple. Green represents “Extra Free” campaign
Extra Free
Blue represents “Discount” campaign Purple represents “Lucky Draw” campaign
Discount
TYPE OF CAMPAIGN IN 2020
Lucky Draw Lipton Trade Promoon Plan 2020 SKU
Channel
95 Gms
GT
200 Gms
GT+MT
475 Gms
GT+MT
950 gms
MT
Tea Bags
MT
Jan
Feb
Mar
Apr
May
Jun
Jul
Au g
Sep
Oct
Nov
Dec
GENERAL TRADE Lipton Trade Promoon Plan 2020 Promoonal Items
Jan
Feb
Mar
Ap r
Posters
5,625,000
Bunngs
3,375,000
Promoonal item
May
Jun
Jul
Au g
Sep
7500000
4500000
Lipton General Trade Cosng 2020–Jan to Mar Cost/Unit Number of Shops Covered Shops
Cost
Posters
25
100000
75000
5,625,000
Bunngs
15
100000
75000
3375,000
Promoonal item
Lipton General Trade Cosng 2020–May to Aug Cost/Unit Number of Shops Covered Shops
Cost
Posters
25
100000
75000
7500000
Bunngs
15
100000
75000
4500000
Promoonal item
Lipton General Trade Trade Cosng 2020 - Total Cost/Unit Number of Shops Covered Shops
Posters
25
100000
75000
Bunngs
15
100000
75000
Total
Cost 13125000 7875000 21,000,000
Oct
Nov
Dec
MODERN TRADE Promoonal Items
Jan
Bunngs Wobblers
OCD
Promoonal item Bunngs
Promoonal item
Feb
Lipton Trade Promoon Plan 2020 Mar Ap r May Jun Jul
Aug
Sep
3 000 30
Lipton Modern Trade Cosng 2020–May to Aug Cost/Unit Number of Shops Covered Shops 15
50
50
Lipton Modern Trade Cosng 2020– Oct to Dec Cost/Unit Number of Shops Covered Shops
Oct
Nov 10000 1500000
Cost 3000
Cost
Woobler
50
50
50
10000
OCD
30000
50
50
1,500,000
Lipton Modern Trade Cosng 2020 - Total Total Promoonal item
Cost/Unit
Number of Shops
Shops Covered
Cost
Bunngs
15
50
50
3000
Woobler
50
50
50
10000
OCD Total
30000
50
50
1500000 1513000
Dec
TOTAL Lipton General Trade Trade Cosng 2020 - Total Promoonal item
Cost/Unit
Number of Shops
Shops Covered
Cost
Posters
25
100000
75000
13125000
Bunngs
15
100000
75000
Total
Promoonal item
Cost/Unit
Number of Shops
Shops Covered
Bunngs
15
50
50
3000
Woobler
50
50
50
10000
OCD
30000
50
50
1500000
Total
7875000 21,000,000
Lipton Modern Trade Cosng 2020 - Tota Totall Cost
1,513,000
THANK YOU
View more...
Comments
