Product Name: Lipton Tea
Table of Contents
1.0 Introduction 3 2.0 Overview of Consumer Behavior Audit for Lipton tea 3 2.1 Market segmentation 3 2.2 Product positioning 4 2.3 Pricing 4 2.4 Distribution strategy 5 2.5 Promotion strategy 5 2.6 Product 6 2.7 Consumer satisfaction and commitment 6 3.0 Conclusion 7 Reference List 8
1.0 Introduction
Lipton as one of Unilever’s brands established by Thompson Lipton in the UK is now the world’s largest tea brand regardless from reputation or sales volume, which is marketed in global 110 countries and regions including Australia. Meanwhile, Lipton tea is also the third largest nonalcoholic beverage most consumed by the global consumers, only next to Coca Cola and Pepsi.
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The selected product is appropriate for one distinct lifestyle in pursuit of health. In addition, such a product can satisfy different needs of different types of consumers such as quenching one’s thirst, refreshing oneself, reducing blood pressure, and preventing heart disease and so on (Burt, 2001). Introvert consumers often buy ordinary products such as black tea and green tea. By contrast, creative or adventurous consumers are inclined to buy some novel items such as Chai tea and ice tea. According to these, Lipton is suitable for different personality types due to its wide product range. Tea is an ordinary product and its consumption will be little affected by emotions. Except external and internal influences, the product will also be subject to the situational and decision-process influences. Specifically, such a product is suitable for social contact such as talking with neighbors, friends or colleagues, and gift giving, which can be marketed for individuals, families, restaurants and companies (Burt, 2001). Seeing from decision process, different individuals apply different evaluative standards to select the tea, including brand, quality, price, taste, or etc. It is investigated that the current major tea brands in Australia are Lipton, Bushells, Lan-choo, and Madura.
3.2 Product positioning
Product positioning will only suffer from internal and decision-process influences (Quester, Pettigrew & Hawkins, 2011). In consumers’ mind,
Lipton is a brand of tea, owned by the company Unilever. Lipton was also a supermarket chain in the United Kingdom before it was sold off to Argyll Foods, to allow the company to focus solely on tea. The company is named after its founder Thomas Lipton.
Every human being having to start the morning with a cup of coffee or tea with hot and delicious breakfast, and mid-morning or afternoon. The great hot coffee or tea is sharing with family, friends and co-workers. Some people are like to drink coffees or teas as taste bold to medium and mild with any types of products. In 19th centuries to now, there are so many food businesses open in the market such as coffee stores, food restaurants, retail grocery stores and food industries. There are different country’s coffees or teas with flavors find in the coffee or cafe stores. The coffee businesses are open such as Starbucks coffee, Dunkin Donut, McDonald, Panera, Caribou café etc. All these coffee businesses have the own corporate stores,
Consumers buying decision making play an important role for the success of every company or organisation. Without the investigation into consumers and their buying behaviour companies and organisation and marketer cannot achieved their aims and objective of their goals in the sale of their product. The purpose of this investigation is to explore the relationship between the consumers buying decision making process and the beverage brand products. (Coca Cola and Pepsi Cola) The data for the research has been collected from the UK one of the biggest town in England know as Huddersfield. The result from the research has determining that in the UK, majority of the consumers prefer Coca cola beverage brand than Pepsi and the research result has indicated that consumers buying decision can significant influence the beverage brand product in the UK market the research continue to say that if coca cola has put more focus on consumers buying decision in the UK know what they expected from them and producer according to their customers demand and try to satisfy their need and wants this can lead coca cola toward the success and increase their profit in the UK market
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This business plan is for Reek’s Bistro, a new medium-sized restaurant located in the Triangle area of North Carolina. The Triangle is made up of three primary cities of the Research Triangle metropolitan region, Raleigh, Durham, and Chapel Hill. Reek’s Bistro will focus on Mediterranean cuisine in an American style restaurant environment. An emphasis will be on natural foods that taste good and are good for you. The restaurant will procure locally grown produce, while offering additional services and products, such as catering and Reek’s Bistro brand items sold in grocery stores.
How is the product positioned relative to the selected target market in the case? Are there other ways to position the product?
Pull marketing refers to an attempt to get the consumer to come and see what product or service your organization is offering. The consumer is enticed so to speak, by the promotions and advertising being presented. Land O Lakes used the pull method of marketing to promote the new butter spread with olive oil, with a commercial of an Olive painted with cow markings, and created the “Colive”. The promotion included a free coupon to try the spread.
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A case study was conducted by a market research company to find out the preferences and the amount of consumption of carbonated soft drinks in Center City, USA. The research firm selected a random sample of 80 residents, who are 16 years of age or older. The company then collected a data for each resident, including age, estimated amount of soft drink consumption per week and the preferences among four categories of soft drinks; Coca Cola, Pepsi, Dr. Pepper or Other. The responses of the survey were recorded using code numbers 1, 2, 3 and 4 for Coke, Pepsi, Dr. Pepper and Other, respectively. In order to compare consumption preferences with other similar cities, the same sample data for 80 persons were taken from a second city, Small Town.
The positioning strategy should be driven by the market, rather than by the ambitions of the product champions. The source of the problem is failure to understand how consumers' value product attributes. In all, over-appreciating a breakthrough or new technology that
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