I – WHO ARE WE

A/ Unilever

On any given day, two billion people use Unilever products to lookgood, feel good and get more out of life. Unilever has more than 400brands, 14 of which generate sales in excess of € 1 billion a year.It produces and markets a wide range of foods and home and personalcare products, with internationally known brands including Lipton,Knorr, Dove, and Axe. It operates in around 150 countries andemploys some 247,000 people worldwide.

B/ Pepsico

PepsiCo Inc. is an American multinational food and beveragecorporation headquartered in United States.

In 1991, Unilever created a first joint venture with PepsiCo, thePepsi Lipton Partnership, for the marketing of ready to drink(bottled and canned) teas in North America. This was followed in2003 by a second joint venture, Pepsi-Lipton International (PLI),covering many non-United States markets. PLI was expanded inSeptember 2007 to include a number of large European markets.PepsiCo and Unilever each control 50% of the shares of these jointventures.

C/ Lipton & Lipton Ice Tea

In 1880, entrepreneur and innovator Sir Thomas Lipton envisioned anopportunity to make tea universally accessible with guaranteedquality at acceptable prices.  In 1890, he began purchasing teaestates in Ceylon, now Sri Lanka, and packaged and sold the firstLipton tea. Staying true to his vision, he arranged packaging andshipping at low costs to sell his teas directly from the tea gardento the tea pot.  In 1893, he officially established the Thomas JLipton Co., a tea packing.

Lipton Ice Tea, is an iced tea brand sold by Lipton.

HISTORICAL

1893: Creation of the brand by Sir Thomas Lipton

1972: Lipton joined the Unilever group

1972: Introduction of the iced teas’s market in the United States.

1993: Introduction of the concept of iced teas in France.

2000: Ice Tea is the third vendor sodas in France.MissionsLipton Ice Tea’s mission is to offer drinks surprisingly tasty and deliciously refreshing, which contain less sugar than most soft drinks consumed.

PhilosophyThe philosophy of Lipton Ice Tea is “Drink positive”

II – MARKETING MIX

A/ Product

It’s a ready to drink ice tea, available in several flavors: Green Lemon, Peach, Mango and Tropical Fruit. There is also a sparkling range entitled Liptonic, and a light range. All the products are guaranteed without colouring or preservative.

Several packaging are available : cans, bottles, little bottles.

B/ Price

C/ Place

- Vending machines- Retail- HoReCa

D/ Promotion

TV

For her television advertisement the brand adopt a simple strategy :they bring in celebrity. Hugh Jackman for example. This adversiting was very successful thanks to him.

Print

Billboard campaign Advertising insertion

Web

Dedicated website Facebook Youtube chanel

Event

An Event : The Lipton Ice Tea Summer Days.

Operations on pack, digital game contests,distributing samples in campuses and highschools, participation in the summer concerts,

at the Tour of the Beaches of “La française des Jeux” ...

KEY FIGURES

- 150 Countries: Lipton sells its soft drinks un more than 150 countries

- EUR 46,5 Billion : Lipton’s turnover

- 2ndmondial FMCG company

- Third Brand of soft drink market

- 56 % market share in the iced tea’s market

- Lipton is the fourth brand of beverages in the world behind Coca Cola, Pepsi and Nescafe.

IV / MAIN COMPETITORS

A/ Direct competitors

- Nestea

Nestea is a brand of iced teamanufactured by Nestlé and distributed by

Nestlé company's beverage department in the United States and byBeverage Partners Worldwide (BPW), a joint venture between The Coca-Cola Company and Nestlé, in the rest of the world.

- Oasis Thé

In 1996 Oasis launches its own range tea tocounter with the success of Lipton Ice tea.Actually there is 4 flavors in its range.

- Arizona Green Tea

Arizona Beverages is an American producer ofmany flavors of iced tea, juice cocktails andenergy drinks based in Woodbury, New York.Arizona's first product, "Arizona Green Tea",was first made available in 1992. Beveragesmade from 100% natural ingredients, withoutartificial flavors, without preservatives, andwithout artificial colors. The particular characteristic of thecompany is the originality of the packaging.

- Retailer's brand

Petit Casino Carrefour Auchan

B/ Indirect competitors

- Twinings Fresh

Teabag that infuses in cold water

- Others Soft Drinks

Coca-Cola, Schweppes, Oasis, Orangina…Soda & Fruits juice.

V/ SWOT

STRENGHTS WEAKNESSES

Important Communication :- Advertising (Television,

movies, internet)- Present on socials

networks (Twitter, Facebook, Instagram…)

- Stars represent the brand for advertising campaigns such as Hugh Jackman

- Partnership for major events and sporting events(basketball, cycling…)

- Street marketing with tasting

- Summer strategy : games, samples distribution in high schools

Third Brand of soft drink market and the fourth brand of beverages in the world behind Coca Cola, Pepsi and Nescafe : high profile

Thorough knowledge of the product “tea

LIPTON ICE TEAprovides extra nutrients in the form of natural extracts. These extracts provide additional vitamins, calcium, iron, carbohydrates etc.

LIPTON ICE TEA does not consist of any artificial

The product Lipton Tonic is a failure

Strong Direct & Indirect Competition: There is strong competition in the industry through the presence of Tea industry giants like Tapal,tetly etc. and in addition Pepsiand Coca-Cola capture a large market share throughefficient and widespread promotional campaigns and distribution network.

Conventional Perception About Tea: In a country like Pakistan the consumption of tea is veryhigh. Keeping this in mindthere are a lot of companies catering to thisneed segment. LIPTON ICE TEA, though is a differentiated product, has tea as its base, therefore the first image that it conjures up in themind of users is that of adrink that is taken chilled in different flavours. A vast number people in Pakistan are very resistant to change, therefore we will not onlyhave difficulty in creating consumer loyalty

flavorings or colors. The USP is very distinct

considering the fact that this  product has a combination of attributes that are not otherwise found in the competing products.

LIPTON ICE TEA‟s distinctiveness lies in its nutritional value and herbs which serves as its USP

but also attracting first-time users.

Devaluation Of Rupee: The past economic conditions of the country have resulted in deteriorating and unstable value of the Pakistani Rupee in comparison with other foreign currencies. This causes the prices of imports to fluctuate and at the same time reduces the confidence of the importers, on whom we heavily rely upon. Apart from this, these constant fluctuations cause our cost to be generally high time and again resulting in uncertainty.

Competition: Lipton has intense competition, as our analysis is one of their weaknesses as to stay alive against a giantas Lipton and the other one new entrant in the beverages industries. Our product is suitable only

for summer season.

OPPORTUNITIES THREATS Marketed in 150 countries Only on the market

Competition is very large Delicate passage of the

Union with PepsiCo Environmental : Lipton

opts for sustainable agriculture

High Potential In Terms OfIncreasing Market Share: LIPTON TEA Pvt. Ltd views the ever increasing marketshare as an opportunity for LIPTON ICE TEA. The product that is being offered by us is not readily available in termsof both local brands that are available in the leading stores of these cities.

Higher degree of adaptability from the younger generation:

The youth of Pakistan in contrast to their precedents are more adaptable and recipient towards new ideas. It is this adaptability of theirs that will prove to be an opportunity for

LIPTON ICE TEA. Lipton hopes that since our product is not only convenient but innovative and apparently attractive as well, it will attract these youngsters as well as  people in their thirties through these features, who over all other things rate convenience and quality first.  

Fill loop holes present inthe competing products: Appealing, high quality and consistency in taste

tea in cool drink. Consumption of the fresh

tea was not a part of habits of the European

Government Policies: Government Policies like GST, which has been leviedupon all consumer products, poses as a threat to us as to fulfillthis criterion and to cover our costs we have toset our prices higher thanwe initially hoped for. Apart from this the discouraging policies regarding the import of tealeaves is another threat for us.

Competitor’s Strategies And Polices: The very factthat LIPTON ICE TEA is competing against names like Tapal,Supreme,Tetly, Pepsi etc. poses to be a threat for us.At this initial stage, though LIPTON ICE TEA will be substantiated with an adequate advertising budget, it may still fall short of that of its competitors.

Unaccounted competition:Another threatthat LIPTON ICE TEA faces is competition in terms ofsmuggled  products of the same product category through the Black Market.

One of the major threats that LIPTON ICE TEA has isthat how to use the ice tea due to the illiteracy in Pakistan.  

are features that are overlooked by the competitors due to one reason or the other. Even if these features are present in a few products they are highly priced and are not easily available in the market because of being imported. Lipton, with thehelp of LIPTON ICE TEA, aims at filling these loopholes by providing variety, uniqueness and consistency in taste all at a reasonable price.

Nutritional Product: LIPTON ICE TEA, in contrast to tea and other fruit drinks available in the market, contains no artificial flavors or coloring. Apart from this it‟s low caffeine content,non- carbonated and presence of additional vitamins, calcium, carbohydrate and iron contents make it an attractive alternative to the already present drinksin the market. The noveltyof our drink will attract the health conscious groupof consumers who are otherwise neglected.

If any NEW competitor willenter in the market. As weare distributors if company increase their price or stop manufacturing the  productour business will lead to failure.