CONSUMER BEHAVIOR

Consumer Behaviour

Executive Summary

The main purpose of this paper is to discuss the marketing conditions and customer's taste in Argentina for the demand of Lipton Fruit infusion. This paper discusses the different marketing strategies adopted by Lipton fruit infusion in the existing market, also in the new market of Argentina. This paper discusses the different marketing strategies like the pricing strategies, promotion strategies and other strategies adopted by Lipton fruit fusion at Argentina. The paper also discusses the external environmental factors of Argentina, and in this section, it discusses the Porter's five forces and PEST analysis.

Consumer Behaviour

Introduction

The main purpose of this paper is to make an analysis of Lipton fruit infusion, and discuss its existing marketing strategies, also the marketing strategies if it opens its business in Argentina. This paper also makes an emphasis on the external environment of Argentina with a focus on the consumer culture.

Details of the product and an evaluation of its existing marketing strategy

Lipton fruit infusion is the teabags launched by the Lipton group. The colour of Lipton fruit infusion teabags is taupe. The taste of Lipton fruit infusion teabags is fruity and the rounded taste. The Lipton fruit infusion serves as the best refreshing drink, and it has its serving with the iced cold and fresh ice. The main ingredients of Lipton fruit infusion are real fruits that help in making the fruity Lipton tea. They are even available in 50% Rainforest Alliance certified tea (Arrow, 2000, p. 40). The main ingredients of the Lipton Fruit infusion are strawberry, black tea, cherry, Raspberry, Flavouring, Maltodextrin, Forest Fruits, Redcurrant and black cherry.

Existing Marketing Strategy

In order to promote its products and make it a quality product and gain the customer retention, Lipton Tea Bag follows different marketing strategies.

Product, brand and positioning Strategy

Positioning of the design process offered by Lipton fruit infusion occupies a distinct and valued place in the minds of consumers. The purpose of positioning the product is to make sure it has a definite place in the mind, which distinguishes it from competition. Product positioning at Lipton fruit infusion is getting a benign sense of the client in mind about where the product is a market segment to which it belongs (Aaker, 2009, p. 137). This can be achieved by its own attributes of the product or under the influence of advertising.

Creative Strategy

Lipton fruit infusion has established an innovative strategy in order to give guidance and direction for the development of current and future sales messages, advertising and brochures (Sam, 2010, p. 34). Through its creative strategy, they have identified that what will be the impact and perception of this product on the minds of consumers.

Communication Strategy & Testing

At the heart, of the communication strategy of the company is always a key idea - the concept of positioning. Lipton fruit infusion considers the full range of design communication strategy, and then it must immediately mention that this is a difficult and often lengthy process.

Customer Relationship Strategy

CRM or customer relationship management is a tool which ...