Title page

Acknowledgement
Table of content
INTRODUCTION

In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas
for Sunlight Soap – his revolutionary new product that helped popularize cleanliness
and hygiene in Victorian England. It was 'to make cleanliness commonplace; to lessen
work for women; to foster health and contribute to personal attractiveness, that life
may be more enjoyable and rewarding for the people who use our products'.
This was long before the phrase 'Corporate Mission' had been invented, but these
ideas have stayed at the heart of our business. Even if their language - and the notion
of only women doing housework – has become outdated.

In a history that now crosses three centuries, Unilever's success has been influenced
by the major events of the day – economic boom, depression, world wars, changing
consumer lifestyles and advances in technology. And throughout we've created
products that help people get more out of life – cutting the time spent on household
chores, improving nutrition, enabling people to enjoy food and take care of their
homes, their clothes and themselves.

Today, Unilever still believes that success means acting with 'the highest standards of
corporate behavior towards our employees, consumers and the societies and world in
which we live'. Over the years we've launched or participated in an ever-growing
range of initiatives to source sustainable supplies of raw materials, protect
environments, support local communities and much more.

HISTORY

Through this timeline you'll see how our brand portfolio has evolved. At the
beginning of the 21st century, our Path to Growth strategy focused us on global high-
potential brands and our Vitality mission is taking us into a new phase of
development. More than ever, our brands are helping people 'feel good, look good and
get more out of life' – a sentiment close to Lord Leverhulme's heart over a hundred
years ago.
Timeline
Although Unilever wasn't formed until 1930, the companies that joined
19th forces to create the business we know today were already well
ce established before the start of the 20th century.
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ry

Unilever's founding companies produced products made of oils and fats,

1900s principally soap and margarine. At the beginning of the 20th century
their expansion nearly outstrips the supply of raw materials.
Tough economic conditions and the First World War make trading
1910s difficult for everyone, so many businesses form trade associations to
protect their shared interests.
With businesses expanding fast, companies set up negotiations intending
1920s to stop others producing the same types of products. But instead they
agree to merge - and so Unilever is created.
Unilever's first decade is no easy ride: it starts with the Great Depression
1930s and ends with the Second World War. But while the business
rationalizes operations, it also continues to diversify.
Unilever's operations around the world begin to fragment, but the
1940s business continues to expand further into the foods market and increase
investment in research and development.
Business booms as new technology and the European Economic
1950s Community lead to rising standards of living in the West, while new
markets open up in emerging economies around the globe.
As the world economy expands so does Unilever and it sets about
1960s developing new products, entering new markets and running a highly
ambitious acquisition programmed.
Hard economic conditions and high inflation make the 70s a tough time
1970s for everyone, but things are particularly difficult in the fast-moving
consumer goods (FMCG) sector as the big retailers start to flex their
muscles.
Unilever is now one of the world's biggest companies, but takes the
1980s decision to focus its portfolio, and rationalize its businesses to focus on
core products and brands.
The business expands into Central and Eastern Europe and further
1990s sharpens its focus on fewer product categories, leading to the sale or
withdrawal of two-thirds of its brands.

The decade starts with the launch of Path to Growth, a five-year strategic
The 21st plan, and in 2004 further sharpens its focus on the needs of 21st century
ce consumers with its Vitality mission.
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 Unilever’s Mission
“Unilever’s mission is to add vitality to life. We meet everyday needs for nutrition
with brands that help people feel good, look good and get more out of life”

Core Values

• Impeccable Integrity
(We are honest, transparent and ethical in our dealings at all time)

• Demonstration a Passion for Winning

(We deliver what we promise)

• Wowing our Consumers &Customers

(We win the hearts and minds of our consumers and customers)

• Bringing out the Best in All of Us

(We are empowered leaders, who are inspired by new challenges
And have a bias for action)

• Living an Enterprise Culture

(We believe in trust, truth and outstanding team work. We value a creative and
fun environment)

• Making a Better World

(We care about and actively contribute to the community in which we live)

CORPORATE RESPONSIBILITY

To succeed also requires, we believe, the highest standards of corporate behavior

towards everyone we work with, the communities we touch, and the environment on
which we have an impact.

• Eco-efficiency-reducing the impact of our operations

• Eco-innovation-reducing the impacts of our product
• Sustainability programmed in agriculture and water
• Our Code of Business Principles
• Supporting local Communities
Today Unilever is one of the world’s largest corporations, employing300, 000 people
and spanning 75 countries.

BRAND INTRODUCTION
Sir Thomas Lipton's vision to provide the best quality tea has made Lipton the
number one tea in the world today. Lipton offers an option to tea lovers to enjoy their
favorite drink in an exciting and refreshing way.
Making a Big Splash
Lipton is one of the world's great refreshment brands, making a big splash in the
global beverages market; it is the epitome of international quality. Lipton Yellow
Label's assurance of quality has helped it become the world's largest selling tea brand.
Specially plucked from the best tea gardens of Kenya and blended to perfection - it is
truly the gold standard in tea. The 100% International Blend - made with one of the
best technologies available in the world, has been brought to you to provide the finest
tea drinking experience.

Be the Best you can be

Drinking Lipton is a way for the consumers to feel great in mind and body - to feel
good about themselves and the world around them. Lipton allows its consumers to be
the best that they can be…to stay engaged and connected.

Key Facts and Figures

Tea is the world's favorite beverage and for many years people have believed tea to
possess unique health-giving properties. Today modern scientists are exploring the
exciting potential of tea, which has a unique combination of natural antioxidants,
known as flavanoids, catechism and aroma-components. Taken regularly, tea can help
improve vascular function, combat fatigue, reduce cholesterol levels and increase
feelings of vitality.

Painting the World Yellow

Lipton is the world's leading brand of tea by far. It's the global market leader in both
leaf and ready-to-drink tea, giving a global share of all tea-based beverages that's
nearly three times larger than its nearest rival. In total non-alcoholic beverages, Lipton
is the global number two brand in terms of volume consumed.

Did You Know that Globally…?

• cups of Lipton Tea are enjoyed every second

• 8245 cups of Lipton Tea are enjoyed every time you blink
• 1252 cups of Lipton Tea are drunk every time your heart beats
• 52 billion cups of Lipton Tea are drunk each year
• 45.75 billion Tea Bags are produced by Lipton Tea each year
Drink to Your Health
If that's not enough to convince you that tea is worth trying, take a look at some of
these fast facts:

• Drinking four cups of tea is re-hydrating, NOT dehydrating as is often said -

unless the amount of tea consumed at one sitting contains more than 250mg of
caffeine – that's the same as five cups of tea.
• Tea as it's packed with fluoride hat it can provide up to 70% of the fluoride
you need which helps to protect your teeth against decay.
• It's also thought that the tannins in tea can inhibit the growth of the bacteria
that cause plaque, plus reduce the amount of sugary, enamel-damaging saliva
in your mouth.
• Tea without milk and sugar has no calories.
• In hot weather, tea refreshes you by raising your body temperature and
momentarily causing perspiration, which cools the skin.
Lipton Brand Portfolio

Lipton Yellow Label Tea

Lipton Clear Green Tea

Lipton Ice Tea

Brand Image

• 100% natural
• Versatile
• Accessible
• Consistent quality
 MARKETING STRATEGY

General Environment

General environment means and includes the general condition under all the factors
influencing them. These factors may be social, cultural, economic technological etc.

Demand

The demand of Lipton black Tea is always high. In winter it increases more than the
summers. The market share of Lipton is also high as compare to their competitors.

Competition

There is no direct competitor of Lipton Tea But the brands like Supreme, Vital, tapal
trying to compete in the market.

Legal/ political

These uncertainties that is extremely variable in the political condition of Pakistan.

Constant political instability does affect the company’s relation with the government.
Social and cultural other factors

Marketing Analysis
Its target market includes all age groups accept children. They are operating in more
than 110 countries therefore the target market is a global village that consists of
people with different cultures, habits & food. But as history tells that tea has been
traditional drink of all cultures therefore the tea itself creates its own place in the
minds of target market. In Pakistan they focus more on urban areas (offices, hotels,
restaurants, café, and banks) where people prefer light tea. It captures 85 % share in
this area.
 PRE MARKETING MIX

Target market

People looking for convenience, and who have different preferences in tea taste,
moreover People located in Lahore which also include office workers, and people
living a busy life having a great need to stay active and who have less time to make
tea for themselves. To solve this problem Lipton is offering teabags which make it
easier to make tea according to the preferred taste.

Targeting a segment means the company is making a selection and targeting a certain
group of consumers or buyers for its product or services. Evaluation of different
segments that companies make is most critical before targeting any segment, every
company have its own criteria of selecting a segment such as size, potentiality of
growth, profitability, economies of scale, or low risk in the segment. Lipton Yellow
Label has target different market segments.

Lipton Yellow Label basically has targeted the urban areas and has concentrated on
the upper and middle classes. Therefore despite the fact that it uses a mass marketing
approach it can easily be denoted that this product is catered to a particular segment.
Even in its marketing approach for Lipton Yellow Label, the product is presented in a
different way for instance the teabags are targeted toward the upper high class, while
soft packs and jar packs are targeted for middle and middle lower class. Today as both
men and women consume equal amounts of tea the age group segment selected for
Lipton is for all age group for they want to target those people who are young, trendy,
and cosmopolitan.

Statistics about the target market (according to the last census)

Lahore
Area 1,014 km²
Population (1998 census) 5,143,495
Average Lahore household size (1998) 7.12
Lahore Population Trend
SEGMENTING CONSUMER MARKETS

Distinct needs -Regular tea/green tea

Characteristics-Tastes aroma strength
Behavior-In terms of 4ps segmentation of consumer market

Geographic Location

Include almost all Urban; suburban; small town; and rural areas of Pakistan.

• World region Asia

• Country Pakistan
• Cities all major cities of Pakistan
• Density urban and rural
• Climate hot and dry

Demographics

• Age All age & group

• Gender Male & Female
• Family size 1-2, 3-4, 5 & above
• Family life cycle Married & Unmarried
• Income 12000 & above
• Occupation White color and services workers
• Education School colleges and universities
• Religion All
• Race Asian
• Nationality Pakistani

Psychographic

Mainly targeting the elite class, upper middle class and middle class in urban and sub-
urban areas – primarily cities and surrounding areas. Rural market penetration is
limited and is primarily driven through indirect channels (e.g. Wholesale).

• Social class middle class & upper class

• Lifestyle fulfilled, believers, experience, makers and strugglers

Behavioral

Regular occasion, special occasion, quality, service, economy, light user, medium
user, heavy user.

• Occasions any occasion

• Benefits quality, taste, flavors and brand status
• Loyalty status significantly high
• Readiness stage awake and interested
• Attitude toward brand positive and enthusiastic
POSITIONING OF LIPTON YELLOW LABEL

Positioning involves designing the product and image that will occupy a distinctive
place in the mind of the consumer of the target market. As can be seen Lipton yellow
label have the largest profit margins and market share. Thus the marketers at Lipton
have decided to create its own unique image and then strengthen the position in the
consumer’s mind.

Lipton yellow label positioned its product in the mind of the consumer as

• Active
• Refreshing
• Color
• Aroma
• Taste
• Flavor
• Outstanding quality
• Health caring
• Adventurous
• Alert
• Young

LIPTON YELLOW LABEL was initially positioned as delicious, sophisticated and

premium tea for the global citizen. The advertisement also echoed this theme. The
repositioning specifically addressed the local customer by the old melody ´chai
chahie......

CHANGING SLOGAN

LIPTON TEACANDO THAT….

This slogan and advertisement campaign attracts the youngsters. Lipton people
placed the bill boards on roads, bus stops with simple questions and their answers
were given few steps forward.

Launching of Lipton ice tea

Lipton also launched ice tea to take the competition head on so the youngsters also
Enjoy their product
DIFFERENTIATION OF LIPTON YELLOW LABLE

The primary differentiation is its

LOGO

Lipton yellow label is painting the world yellow with a marketing campign that
presents all lipton stands for brightness, vatility, and fun with a natural goodness and
the red color symbolize the energy it gives.

SLOGAN

LIPTON TEA CAN DO THAT…

ALL GOODNESS OF TEA

The all goodness of tea makes Lipton yellow label makes its different from the other
products the point of difference is as follows.

Quality

Handpicked close to the bud fir best quality tea and finest
taste the quality of Lipton yellow label makes it different
to the other products and it offer best quality tea to its
consumers.

Vitality

Lipton tea helps you to revitalize your mind and body.

Natural

Lipton yellow label is natural sources of antioxidant and

therein.

Brand image
• 100% natural
• Accessible
• Consistent quality
• Versatility

High Ethical Value

Lipton yellow label has high ethical value in the mind of the consumers because it is
used since ages so people are well aware of the brand
Marketing Mix

A--- Price
They use price skimming strategy. The strategy made by the company for this product
was to keep the price higher than the competitor and keep the target market fix on
level. So according to the management that they have to recover the cost as well as
some profit and we all are aware of that every business seeks some profit to continue
on the production.

Package Price (Rs)

Tea Bags 200g 210
Tea Bags 100g 102
Lipton G/T 100 g 60
Yellow label 200gm 88
Yellow label Jar 450gm 210
Yellow label soft pack 210
500
Yellow label 1kg 388

The tea is actually packed in aluminum foil wrapper and is than put into card board
package. The tea is packed in aluminum foil so as o make safe from seasonal effects
and for long lasting. Lipton Yellow Label is also available in from of tea bags. Each
box contain 100 tea-bags

Discount and Allowance

According to the company management there is no flexibility in prices they are

already giving much discounts. Company is recovering the cost and the expenses of
importing the flavor tea.

Price Discrimination

According to distribution channel there is no discrimination is price since it has been

introduced in Pakistan .all the prices such as sale price retail sale price and purchase
prices are the same as the product was launched.

Uniform Delivering Pricing

Lipton charging same prices in all cities of Pakistan

B--- Place

It is available in all convenience, independent, Departmental discount stores &

supermarkets.

Distribution channels

They are using an indirect channel of distribution

• Head quarter in Karachi

• It has 650 distribution offices all over Pakistan.
• 3 manufacturing Units in Karachi, Khaniwal & Raheem-Yar-Khan.
• 6 distribution channels in Lahore alone.
• 25 outlets in various places of Lahore.

Distribution centers in Lahore

They are also using Selective distribution strategy. They divided the Lahore market
into six territories. In Lahore they have following six distribution centers.

• Allied Marketing
• Chauhdary traders
• Sigma
• SBL
• Bilal brothers
• Shehbaz brothers

C--- Product
Consumer and Biz product
Lipton Yellow Label Tea is a fast moving consumer product.
Convenience Good
It is an essential good for its target market, which includes households, executives and
office employees. Who take tea for the mental freshness to concentrate on their work?

Product Attributes

• It is antioxidant.
• Reduces heart diseases.
• Prevents Skin cancer
• Strengthen immune system.
• Protect teeth by inhibiting plaque bacteria.
• Increase calories burnt every day.
• Light taste.
 Product Benefits

• Good for health conscious people.

• Fulfills requirement of nicotine.
• Stable quality.
• Various packages and flavors.
• It comes in a protective packaging with consistent quality.
• It is a multinational brand with quality standards kept same for all countries.
• Its 100% natural tea leaves.

Product Line

Lipton Yellow Label Tea it also known as black tea it

also available in form Tea-bags.

Lipton Clear Green Tea it also available in 4

different taste

• Mint
• Jasmine
• Pure
• Lemon

Lipton Ice Tea available in different taste both in

bottled and canned varieties.

• Lemon
• Peach

D--- Promotion
In the context of the marketing mix, promotion represents the various aspects of
marketing communication, that is, the communication of information about the
product with the goal of generating a positive customer response. Marketing
communication decisions include:

Communication objectives

• Use broadcast media to provide coverage of 80% of the target market over a 6
month period.
• Reach 60% target audience at least three times over the six month period.
• Concentrate heaviest advertising in winter and spring.
Agency Selection

Almost 135 Advertising agencies exist in market but Unilever selected Blitz DDB
Advertising Company because of their outstanding work in Pakistan.

Marketing Communications Budget

According to the management of local offices this company is not have the fix budget
and also the local head office is not concern with the fixing of budget. They always
gave the fixed amount of budget. And the main head office determines it.

Broadcast media
The company strategy for promotion is to use all the channels to promote the product
and to make the loyal customers or brand customers. Only by heavy promotion
company can achieve the goal and that’s why company is using the 360-degrees of
promotion it means all the channels of promotions including Print media, Electronic
media and other Support media.

Advertising

Company is advertising the product in a manner that it will attract the customers and
general public who can buy it or who afford it. Actually by company strategy records
we came to know that company is targeting the youngsters and the executives.
Company is basically competing the famous beverages companies and it is on 3rd
number in international ranking for beverages.

Electronic Media
TVC
Radio

Print Media

Newspapers

Support Media

Bill Boards

Personal Selling & Sales

Force
Company is not the personal seller it sells goods to distributors or you can say
distributors sell the goods on behalf of company and getting the commission for their
services. Company has got some distributors and they are giving the services.
Company has different distributors in different areas. Company has given the different
areas to different distributors

Sales Promotions

Companies use different promotion ways and ideas. It is the case with Unilever the
company is using different ways and techniques for promotion and increases the sales.

• Caps
• Tea bags
• Cups

Public Relations & Publicity

Company is giving much importance towards the solid public relations and healthy
feedback. Company targets the customers not just temporarily actually concern for
loyalty of consumers.

Sponsorship and Event Marketing

Lipton usually sponsor the events like

• Basant festival
• Jashan-e-Baharahn
• Concerts

International Communication Program

Example of creative tactics used in international

promotional campaign
Following pictures shows the outdoor campaign for Lipton green tea, and we think
that same campaigns for promotion must be used by Lipton in Lahore too, as it
motivates anti pollution desire.
SWOT ANALYSIS

Strengths

• Lipton is known for innovative products

• Strong consumer base and brand image.
• Highest consumer satisfaction ratings among major brands
• Outstanding distribution
• Best quality tea
• Is highly used at commercial level in the form of tea bags whereas its
competitors like supreme haven’t yet launched an alternative.
• Very attractive market slogans like ‘Lipton hi tu hay hmm lajawab’

Weaknesses

• High prices
• Substitute of products
• It is expensive as compare to its other strong competitors in the market like
supreme, Tapal, Tetley.
• They commercials seem to capture upper class or rather you can say more
modernized class where as its competitors capture general market with slogans
like ‘hamaray ghar ki chai ki yahi rewayat hay’

Threats

• Unpredictable demand.
• Unfavorable trends and economic situation.
• Strong competition in urban and rural area.
• Internationally increase in high prices.
• Political conditions in the country may obstacle in exports.
• High inflation in the country may affect the brand.

Opportunities

• Financial muscle is strong, can target more market segments.

• Research and development
• Expansion in other area of country
 BCG Matrix

According to BCG Matrix the Lipton lies in star as it has high market share as well as
high growth rate.
PRODUCT LIFE CYCLE

A new product progresses through a sequence of stages from introduction to growth,

maturity, and decline. This sequence is known as the product life cycle and is
associated with changes in the marketing situation, thus impacting the marketing
strategy and the marketing mix.

The product revenue and profits can be plotted as a function of the life-cycle stages as
shown in the graph below:
Competition Analysis
Primary competitive alternative
The primary competive alternative of Lipton Yellow Label is Tapal Danedar Tea.

Tapal Danedar
Tapal is a well known name in Pakistan. In 1947, it started business and now
are a Tea leader and so celebrated its 55th anniversary in 2002. Their first shop
was in Jodia Bazaar

The journey of Tapal's remarkable success is the combined efforts of three dynamic
generations of the Tapal Family. Tapal started out as a family concern under the
personal supervision of its founder, Adam Ali Tapal. The company continued to grow
under the management of the founder's son, Faizullah A. Tapal. . Currently it is
managed by the founder·s grandson, Aftab F. Tapal who has continued giving further
strength to the foundations of quality laid by his family

Making a modest beginning over half a century back, today Tapal has become the
largest, 100% Pakistani owned Tea Company in the country. It has modern tea
blending and packaging factories, warehouses equipped with state-of-the-art
equipment and a team of highly dynamic professionals headed by Aftab Tapal
himself. He was the first to introduce soft packs in the country. He developed an
entirely new brand and category- Tapal·s Family Mixture (the mixture of tea & dust).
Mr. Aftab Tapal was the first to invent the highly successful brand Danedar Leaf
Blend. In December 1997, Tapal Tea became the first Pakistani Tea Company to earn
the ISO- 9001 certification: a symbol of the highest international quality standards.
Again in December 2000, Tapal acquired the ISO-9001: 2000 certification, making it
one of the first few companies in the world to achieve this milestone. In addition to
the standard requirements, the ISO-9001: 2000 certification system includes
requirements for environment improvement, concepts of TQM (continuous
improvement) with major emphasis on consumer requirements and satisfaction.

Tapal Danedar and Lipton Yellow Label are primary competitive of each
other .They are they competitive because they target the same consumers
ane are for same type of people there Target market is same. They also have
slightly difference in there prices

The Main Key Competitor of the Lipton is

• Tapal
• Supreme

There are also some other players in the market like

• Vital
• Tetley
• Alkozoy tea

But Great competitions always remain between them.

Bibliography

• www.unilever.com

• www.unileverpakistan.com.pk

• www.wikipedia.org/wiki/Unilever_Pakistan

• www.lipton.com

• www.unilever.pk/ourbrands/foods/lipton.asp

• en.wikipedia.org/wiki/Lipton

• www.brandsynario.com