Lipton Marketing Strategy

2592 Words Apr 18th, 2012 11 Pages
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.
…show more content…
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,
Open Document