Product development:
to increase market share of the product Lipton is using product development strategy by launching ,Lipton mega Dane pack, Lipton green tea in different flavors.
¡variables in consumer
markets strategies
¡ Multi –variables:
Lipton targets following segments
v Adults and middle aged people.
v Middle to high income families.
§ Evaluation of segment:
Lipton evaluate its segment attractiveness by these factors
v Segment differentiation.
v Segment accessibility.
v Segment profitability.
§Target market strategies:
v selective specialization.
¡Competitors in Pakistan :
o Brook bond Supreme
o Tepal danedar
o Vital
o Alkozay
¡Market share:
o Current 18% and 52% in Dane dar category
§Competitive strategies:
Lipton is market leader in mega Dane category for expanding the market they are focusing on new customers and using position defense to defend the total market share.
¡Point of parity:
Ø Packaging
Ø Grinded Tea leaves
Ø Mega danay
Ø Green tea
Ø ice tea
oPoint of difference:
Lipton yellow label have point of difference of mega Dane, green tea and different flavor in green tea and ice tea.
¡Tag line:
‘’ Lipton my sip of inspiration’’
•Events and experiences:
Lipton sponsored in different activities and programmed held recently like PF DC fashion week in Lahore
and Karachi .
•Advertising :
Lipton Clear Your Mind The campaign is all about keeping your thinking fresh and clear via Lipton tea and its key ingredient, theannine.
•Sales promotion :
Lipton announces the return of its Dip and Win campaign.
¡Price discount and allowances:
Quantity Discount
¡Promotional pricing:
Psychological pricing
§ Differentiated pricing:
Image pricing
Product form pricing
¡Customers perception
•Presentable look.
•The Color Scheme is very attractive.
•Is available in various forms(Normal or Mega danay).
•It’s the first choice for upper middle class.
• Very fine taste.
• Is available in several packing's(Tea bags, sachet, family packs).
•It also is available in different flavors(Green tea).
¡comparison
¡Promotional techniques of Lipton are quite successful
¡They are creating awareness about their product which is their prime task
¡Resulting in boosting up their market share and profits
¡Their recent marketing campaign (sip of inspiration).
¡Marketing channels
¡Newspaper
¡ Broaches
¡Magazines
¡TV
¡Bill boards
¡Special promotions or packages
¡Internet marketing
¡Bus branding
¡Merchandising
¡Sponsorship
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