About Lipton Tea company

 

 

Lipton was created at the end of the 19th century by Sir Thomas Lipton. Under the slogan “direct from the tea gardens to the tea pot,” this entrepreneurial businessman wanted to make tea a popular and approachable drink for everyone with a high quality but reasonably priced product. Also, they use a variety of methods to promote their products worldwide and to reach to the maximum number of the targets.

Business Description

The mission statement of Lipton is to meet the everyday needs of people everywhere, to anticipate the aspirations of consumers and customers and to respond creatively and competitively with branded products and services which raise the quality of life. Also, Lipton drives to serve consumers in a unique and effective way and attract and develop highly talented people, who are exited, empowered and committed to deliver double-digit growth (slideshare.net).

The vision of Lipton is 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 (facebook.com).

Market Analysis

 

 

Lipton advertisements target a wide range of people which includes all age groups even children too.

 

 

As it is being marketed and available in almost 150 countries so the target market is almost the whole world which consists of people with different cultures and tests.

 

The target audience for the advertisement is the tea lovers who consume tea in reasonable amount and like to try different varieties in it. Also it aimed to reach younger generation of consumers; people aged 18-24, and bring the taste of cold tea to them in the hot summer.

 

• Marketing Strategy

Lipton is currently using total market strategy. Their tea bags and tea packs area available in every market. But there is market for ice tea in some parts of country where it is not available. Ice tea should adopt multi market strategy to cover those areas where its demand.

strengths/weaknesses of current business