Lipton Yellow Label Tea
Lipton was created by Sir Thomas Lipton at the end of 19th century. Under the slogan “direct from the tea gardens to the tea pot,” the Lipton business was acquired by consumer goods company Unilever in a number of separate transactions, starting with the purchase of the US and d Canadian Lipton business in 1938 and completed in 1972 when Unilever bought the reminder of the global Lipton business.

Lipton is one of the world’s greatest refreshment brands. It’s the world’s best-selling tea brand, has been established for more than 100 years, and is available in more than 100 countries.
Sir Thomas Lipton

Did you know that globally? * 1649 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

Some facts related to tea (drink to your health): * Drinking four cups of tea is rehydrating, 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 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.
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.

Marketing offering of Yellow label tea:
Product:
Although Lipton has many flavors but we focused on Lipton yellow label tea. * Packaging: It has the great and unique packaging. * Quality: Lipton is rated amongst the top 3 international tea brand and is considered the No.1 for quality. * SKU: It has different sizes which helps the all kind of people to use this product in both rural and urban area.
Price:
Lipton has the standard size and all kind of people buy that product because of their good quality. Price Reduction Pack size | Price | Lipton 95 grams | 65 | Lipton 190 grams | 124 | Lipton 380 grams | 230 | Lipton 450 grams | 295 | Lipton 475 grams | 385 | Lipton 950 grams | 565 | Lipton tea bags 50 | 131 | Lipton tea bags 100 | 225 |

Placement:
Lipton yellow label has a distribution network spread across in Pakistan. The popularity of the brand is so much making it the no 1 national tea in Pakistan.
Lipton yellow label caters to its customer by providing the Lipton yellow label tea to 150000 outlets in Pakistan, which includes superstores, general stores, and grocery stores and discount stores.
Lipton has its headquarters in Karachi and 650 distributions in Pakistan.

Promotion style:
Tea manufacturers are using both the ATL and BTL for the purpose of promotion. * Advertisement: It has the unique advertisement through which people get inspire and innovative. * Personal selling: Their employers come to different places like universities, schools, parks and societies to promote their brand and let them aware about the product. * Sales promotion: They have different sales promotion strategies like 10 % more or buy one get 1 free and they have different kind of goods with the logo of Lipton which attracts the people to buy this product.

Public relation:
Lipton Tea asks young consumers to rethink the Drink.
Lipton came to Ogilvy PR with a very clear challenge—to make Lipton Tea hot with tea’s cool crowd of younger consumers. They wanted PR to play a part in its overall brand transformation to make the brand relevant - both in terms of the changing nutrition landscape, as well as ‘steeping’ the brand in pop culture.
Positioning of Lipton:
Lipton tea has been positioned in the market as “great things and good for [consumer] because It is rich in protective antioxidants” (Unilever 2007). It is globally promoted as the perfect drink for active, health lifestyle”. This brand meets people's expectation like nutrition, hygiene with taste. Also, with high market share in Pakistan market i.e.; 43% of the whole market they are improving quality and also offer different taste to capture other market as well.

Target Marketing:
In Pakistan they focus more on urban areas (offices, hotels, restaurants, café and banks) where people prefer light tea. Segmentation Variables | Selected | Geographical segmentation | Worldwide | Asia | Country | Pakistan | Cities | All major cities | Density of area | Urban-Rural | Climate | Hot and Dry | Demographic segmentation : | Age | 18-60+ | Gender | Male, Female | Marital status | Marital status | Income | Rs. 15,000+ | Occupation | From middle class to upper class | Family size | 1-2, 3-4, 5+ | Psychographic segmentation : | Life style | Actualizes, Fulfilled, Believers | Social cultural Segmentation : | Nationality | Pakistan | Social class | Middle class and upper class | Family life cycle | Bachelors, young married | Religion | Major religion of PakistanChristianity and Hinduism and small percentage of others | Sub-cultures (races/ethnic) | Asian | Use-Related Segmentation : | Usage rate | Daily | Awareness status | Aware, Interested | Brand loyalty | Strong | Use-Situation Segmentation : | Occasions | Regular and parties | Objective | To feel fresh and healthy. | Location | Home, Offices | Person | Self, Family members, Friends | Benefits Segmentation : | | Economy, Value-for -the-money | Competitors:
The tea market flourishes a lot in market thus there are so many competitors in market such as Tapal, Brooke Bond, Tetley and many more in the list. Sporting the products leads to capturing the same idea by its competitors and then advertising the concept to the people that leads to the division of the advantage in the market.
Future development:
Lipton is growing fastest in ready-to-drink teas including the international Lipton tea range, the Lipton Brisk range in North America and a range of Lipton ready-to-drink teas in Asia which can be served hot or cold. Other recent flavor innovations cater to changing and adventurous tastes, for example green teas and the Lipton Fusion blends of iced tea and exotic fruit juice varieties. Lipton planting 40,000 indigenous trees every year to curb deforestation.