• Principles of Marketing
MKT 301-A
Fall’2017
• Asam Amin
• Muhammad Wahaj Zaheer
• Syed Hamza Ali
• INTRODUCTION
• Unilever was created in 1930 when the British soap-maker Lever Brothers merged with the Dutch margarine producer.
• Unilever Company came into the Pakistan market in 1949 with the name of Lever Brothers Pakistan.
• Changed the name Lever Brothers Pakistan to Unilever in year 2003.
• The average per annum consumption of tea is 150 million kilograms.
• Lipton enjoys a huge market share.
• Unilever caters in three categories which includes
• Food Brands
• Personal Care Brands
• Home Care Brand
• BACKGROUND
Lipton is a brand of tea, owned by the company Unilever, named after its founder Thomson Lipton.
Lipton was launched in Pakistan …show more content…
• Star is a stage in which company gets high market growth rate and high relative share of market. It is a stage in which company reach at its peak point.
• Cash cows is a situation in which company gains high relative share (cash generation) of their market but low market growth rate (cash usage).It is a stage in which Lipton yellow label falls in the current market situation.
• A dog is a condition in which the company has very low market growth rate and has a low relative market share. In such condition the company may shut down their work and exit the market.
• DETAILED MARKETING TACTICS
Lipton will adopt various marketing tactics which will involve advertising via television, digital ads of 30-40 seconds will be shot and aired on television on news and entertainments channels throughout the day.
Apart from this billboards will be put up across the 7 cities where Lipton will initially distribute it’s different tea Variants.
To attract the youth, there will be free drinks for those who check in at restaurants and …show more content…
Secondly, Lipton’s different variants should be finely differentiated in taste as they claim in every advertisement. Thirdly, before launching any new variant it should carry out sample tests in different cities of Pakistan and mainly on the audience it is willing to target, for instance, Lipton recently launched Iced tea and its main target audience was the energetic and enthusiastic youth, what it could have done was that it should have carried out different sample tests in universities across Pakistan and use all of the feedbacks to make its product better. Lastly, I would like to suggest Lipton to launch a Kawa variant in K.P.K because the target market is partially untapped and it could be a great opportunity for Lipton to increase its profits and brand
MKT 301-A
Fall’2017
• Asam Amin
• Muhammad Wahaj Zaheer
• Syed Hamza Ali
• INTRODUCTION
• Unilever was created in 1930 when the British soap-maker Lever Brothers merged with the Dutch margarine producer.
• Unilever Company came into the Pakistan market in 1949 with the name of Lever Brothers Pakistan.
• Changed the name Lever Brothers Pakistan to Unilever in year 2003.
• The average per annum consumption of tea is 150 million kilograms.
• Lipton enjoys a huge market share.
• Unilever caters in three categories which includes
• Food Brands
• Personal Care Brands
• Home Care Brand
• BACKGROUND
Lipton is a brand of tea, owned by the company Unilever, named after its founder Thomson Lipton.
Lipton was launched in Pakistan …show more content…
• Star is a stage in which company gets high market growth rate and high relative share of market. It is a stage in which company reach at its peak point.
• Cash cows is a situation in which company gains high relative share (cash generation) of their market but low market growth rate (cash usage).It is a stage in which Lipton yellow label falls in the current market situation.
• A dog is a condition in which the company has very low market growth rate and has a low relative market share. In such condition the company may shut down their work and exit the market.
• DETAILED MARKETING TACTICS
Lipton will adopt various marketing tactics which will involve advertising via television, digital ads of 30-40 seconds will be shot and aired on television on news and entertainments channels throughout the day.
Apart from this billboards will be put up across the 7 cities where Lipton will initially distribute it’s different tea Variants.
To attract the youth, there will be free drinks for those who check in at restaurants and …show more content…
Secondly, Lipton’s different variants should be finely differentiated in taste as they claim in every advertisement. Thirdly, before launching any new variant it should carry out sample tests in different cities of Pakistan and mainly on the audience it is willing to target, for instance, Lipton recently launched Iced tea and its main target audience was the energetic and enthusiastic youth, what it could have done was that it should have carried out different sample tests in universities across Pakistan and use all of the feedbacks to make its product better. Lastly, I would like to suggest Lipton to launch a Kawa variant in K.P.K because the target market is partially untapped and it could be a great opportunity for Lipton to increase its profits and brand