LIPTON

A Marketing Report on Lipton Tea

Prepared for: (Name)

Submitted: (Date)

Prepared by: (Name of the Writer)

Letter of transmittal

(Writers address)

21 September, 2012

Mr. Sebastian Lazell

Chief Executive Officer

20 - 22 Cambridge StreetEpping NSW 2121 Australia

Dear Mr. Sebastian Lazell,

Further to your request, I have conducted a marketing research on Lipton Tea. Particular attention has been paid to the analysis of product, pricing, promotion, and marketing mix strategies. Every strategy has been discussed in detail in order to get a clear understanding of the marketing efforts put in by the company.

The findings show that Lipton has effectively targeted its customers by providing one of the finest qualities of tea. New flavours and varieties are also being introduced in order to target new markets. A brief description of every variety offered by the company is also included.

After studying the marketing strategies adopted by Lipton, I have included a few recommendations for consideration. Primarily focused on the marketing mix, these recommendations were made after analysing the strategies of Lipton as well as its competitors.

Thank you, for giving me this opportunity to work on this report.

Yours Sincerely

(Name of the Writer)

Executive Summary

This report was prepared for the CEO of Unilever Australia in order to assess the product, pricing, promotional, and marketing mix strategies of Lipton tea. Since there are several varieties of Lipton tea available around the globe, the target market of every variety has been highlighted.

The primary focus of this report was to study the marketing strategy Lipton uses to market its packaged tea and give recommendations to increase its market share. Secondary data from websites, books and journals were used to conduct this research. All the information provided in the report is qualitative. Lipton is offering three basic types of tea, black tea, green tea, and chai tea. These varieties consist of many sub-varieties. This gives customers a wide range of flavours to choose from. Available in sachets, teabags, and packets, customers have an option to choose their preferred style of preparing their drink. By using a pull strategy, Lipton attracts customers through advertising and promotions. Customer loyalty is an important factor to take care of and it does so by offering them premium quality tea at competitive prices. Whether black or green tea, customers are ensured a quality product each time they make a purchase. Now at the maturity stage, Lipton is improving its product by introducing new flavours in order to attract new customers. This new concept of flavoured tea is influencing younger people who are not fond of drinking tea to start consumption in order to experience a new taste.

Table of Content

Executive Summaryii

1. Introduction1

1.1 Authorization1

1.2 Sources of information1

1.3 Limitations1

1.4 Scope of the Report2

2. Product Description2

3. Marketing Strategies Adopted3

3.1Target Market3

3.2 Product Strategy3

3.3 Promotion Strategy5

3.4 Pricing Strategy6

3.5 Marketing Mix Strategy8

4. Conclusion8

5. Recommendations9

1. Introduction

This report has been prepared for Mr. Sebastian Lazell, the Chief Executive Officer of Unilever Australia, with an aim of discussing the product, promotion, pricing, and marketing mix adjustment strategies of Lipton. Apart from discussing the present strategies, this report also provides recommendations to capture a ...