NEW PRODUCT LAUNCH

Marketing Plan for a New Product Launch



Marketing Plan for a New Product Launch

Overview

Lipton Pink Tea is a premium Kashmiri tea. We will be exploring the opportunity of branded Kashmiri tea in the UK market. We offer the finest quality tea to our consumer, which is handpicked close to the bud from Kashmiri tea farms, to achieve an exotic, refreshing taste. Lipton Pink Tea provides the benefits of Kashmiri tea in a trendy way, aiming to increase its usage and changing people's perception of Kashmiri tea being an occasional beverage; this will ensure new possibilities for the growth of our product Lipton Pink Tea.

Lipton is one of the world's delightful refreshment brands, making a big splash in the global beverages market; it is the epitome of international quality. Lipton Yellow Label's assurance of quality has helped it become the world's largest selling tea brand. Specially plucked from the best tea gardens of Kenya and blended to perfection - it is truly the gold standard in tea. The 100% International Blend made with one of the best technologies available in the world, has been brought to you to provide the finest tea drinking experience. The consumption of Lipton tea is huge in the global market.Situational AnalysisInternal Environment

The parent company of the brand “Lipton” is Unilever limited. In the late 19th century, the businesses that would later become Unilever were among the most philanthropic of their time. They set up projects to improve the lot of their workers and created products with a positive social impact, making hygiene and personal care commonplace and improving nutrition through adding vitamins to foods that were already daily staples. Unilever work mainly in three sectors i.e. food, personal care, and home care and they have the most renowned brands in these categories.External EnvironmentCustomer Analysis

Before entering any market, it is very important to know the likes and dislikes and needs of your target market. The opinions found were:1. Kashmiri tea is considered a very refreshing and nutritious beverage.2. The respondents indicated that they would like to have a branded Kashmiri tea, because of hygiene and quality factor in the unbranded ones.3. Majority of the respondents said that when they think of Lipton, immediately a quality, youthful and healthy image comes to their mind.4. They showed a willingness to try Lipton's Pink Tea as they trust Lipton as a premium quality tea who has other variants they have already tried.

Lipton Pink Tea will be using a concentrated niche marketing strategy so as to go for a larger share of a small segment. The aroma and essence is not the need of everyone, only a few people, those who want a great lifestyle with a touch of uniqueness will go for a Lipton Pink Tea (Cooper, 1993).Competitor Analysis

It is not enough to have knowledge about your consumers, to be successful it is of fundamental importance that you know your competition well, their strengths and weaknesses, their resources and capabilities, as well. In the Kashmiri tea market, Lipton will have the advantage of being experts in the tea market and as providers of premium ...