...divided into two segments, Tea bags that targets A & B class and Teas Dust that targets the C class and lower. If they lower the price of tea dusts section, they will be able to compete equally with Arousa’s Tea Dust; therefore Lipton could exceed their sales in the tea dusts section. Moreover, Lipton segments its products into two main categories. First is the business to consumers, that lepton distributes its products to different types of consumers based on their target. On the other hand, the business to business in which lipton distributes tea to hotels, social clubs and coffee shops. Company The most favorite beverage known after water is Tea. Scientists proved that after water, tea is considered as the best ideal beverage. Lipton is highly considered as the world's best refreshment brand in manufacturing beverages. Lipton provides their consumers with ‘Flavonoid Antioxidant’, this keeps our body healthy, and also may maintain heart health. Through our research, we have found a study that shows people consuming tea on a regular basis, without milk and sugar, hence, those people maintain better heart health than others who don’t drink tea. In Egypt, Lipton has a high market share in the tea industry, by serving their customer the best of refreshing tea. Lipton tea is a British tea company, founded and named after its original owner, sir Thomas Johnson lipton. It began in 1890 and is currently one of the biggest tea distributers in the world. Lipton is currently owned by...
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...A Marketing Plan for Lipton Ice Tea Institutional Affiliation Date Marketing Plan: Lipton Ice Tea Industry Analysis In 2005, the tea industry reached the $1.7 billion category and it is expected to continue growing indefinitely (Mintel 2005). Market analysts believe the tea industry will continue to boom and is not expected to reach saturation level in the near future. The favorable movement in the tea industry can be attributed to two major factors: a) consumers need for convenience and time-saving services; and b) the positive press given to tea. American lifestyle and work habits have made convenience a necessity. As employers demand for productivity from their employees, consumers are more pressed for time. In addition, the shaky economy has made Americans fear for their jobs; thus, any product that can fill the consumers' need for convenience and speed are almost automatically embraced into the American lifestyle (Mintel 2005). For the last decade, the health benefits of tea have gained wide coverage in the media. Studies continue to show the beneficial properties of teas, with health benefits ranging from lower cholesterol levels to improve arterial health and decreasing chance of cancer. This positive press has definitely catapulted the demand for tea (Mintel 2005). Both the need for convenience and positive press on tea have spurred an increase in sales of tea products, specifically ready-to-drink (RTD) teas sold in single-serve containers (Mintel 2005). Recognizing...
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...Lipton and AriZona: price competition and equilibrium in the Unites States RTD market. Group essay for Managerial Economics Authors: Serebrennikov Artem, Salzberg Arthur MIM-2015 Contents Abstract 3 Introduction 3 RTD Tea Industry Profile in USA market 5 Price competition on USA market 2010-2014 6 Marginal Costs 9 Using Cournot and Bertrand models 10 Abstract The purpose of this essay is to investigate price strategies of Uniliver (Lipton Iced Tea) and Arizona Beverages USA (stylized as AriZona) and find equilibrium in the ready-to-drink (RTD) market. These two companies compete in USA market and possess great market power. Our team use Cournot and Bertrand approaches to find equilibrium. We have completed a thorough analysis of : * Ready-to-Drink (RTD) tea industry * Competitive landscape * AriZona and Lipton brand perception * AriZona and Lipton sales and financial position We also believe that we can revitalize these brands through : * A better focused target market * Rebranding * Reformulation and new flavors * Increase in marketing expenditures * New line extensions * Building stronger partnerships with distributors Introduction In 2005, the tea industry reached the $1.7 billion category and it is expected to continue growing indefinitely. Market analysts believe the tea industry will continue to boom and is not expected to reach saturation level in the near future. Unilever is aiming for global processes...
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...Introduction Lipton is famous for its various aspects. For instance it focuses strongly on innovation and has become a dominant tea brand. This point is proved by launching the varieties of products ranging from leaf tea to ready-to-drink tea products. Secondly it targets the mass market. Thirdly, due to its size, Lipton is seen as dominant player in the tea market as its size and quantity vary according to the buying behavior of the consumers. Lastly, the Lipton tea company employs professionals in tea growing, Research &Development teams, testing, blending as well as marketing. So to fulfill the criteria of the report, we have chosen Lipton tea as health and wee-being product. The report highlights different marketing theories applied in the case of Lipton. The report also clarifies the position of it in the market. Furthermore it describes where and how the consumers want this product. The report is separated into four parts incorporating primary as well as secondary sources of data. The questionnaire approach is used as primary source of data. Books, journals and online materials are used as secondary sources of data. This report gives some insights on Lipton as a brand of tea. So it can be referred in future for the further research. Most of the information is used based on the past events which can be seen as shortcoming of the report. PART A 1. Introduction to major macro environment forces Macro environment forces can be explained as external environment...
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...been in ages in their own country. What happened with Tetley in Pakistan is an interesting story; it failed to do well despite its established existence in the UK since 1837. Even in UK tea is preferred more over coffee which caters to a different cultural set. Similarly, tea is more of a South Asian concept, it is consumed in a totally different manner as compared to the UK market that is why flavored tea doesn’t strike us well into its consumption, the cultural phenomenon cannot be ignored, orange tea or strawberry tea and that too a hot beverage cannot relate to the Pakistani market. For any brand to be known well awareness needs to be created when it is launched while the key to success is based upon three important factors: • Differentiation • Doing something with an Impact • Creating publicity However, at the end of the day perception matters a lot, if the perceived positioning is tainted the brand image would have a negative impact. Tetley internationally has a trendy positioning, that comprised of innovation and younger, upbeat and lively brand. On the other hand, Lipton had been targeting the youth with their tea bags which is also going through a shift to target house wives and offices. Supreme had been successful because of its cultural association while Lipton too had been doing well till is associated with Basant, the rule of a good brand is to bring itself down to a local level to talk and relate to the ultimate consumers. This is the reason...
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...Entity: PepsiCo, Inc. Source: Form 10-K filed with SEC for fiscal year ended December 27, 2014 (via SEC Edgar) PepsiCo has six (6) (divisions) segments, which they report on all of them. Frito-Lay North America (FLNA): makes, markets, distributes and sells branded snack foods. These foods include Lay’s potato chips, Doritos tortilla chips, Cheetos cheese-flavored snacks, Tostitos tortilla chips, branded dips, Ruffles potato chips, Fritos corn chips and Santitas tortilla chips. FLNA’s branded products are sold to independent distributors and retailers. In addition, FLNA’s joint venture with Strauss Group makes, markets, distributes and sells Sabra refrigerated dips and spreads. Quaker Foods North America (QFNA): makes, markets, distributes and sells cereals, rice, pasta, dairy and other branded products. QFNA’s products include Quaker oatmeal, Aunt Jemima mixes and syrups, Quaker Chewy granola bars, Quaker grits, Cap’n Crunch cereal, Life cereal, Rice-A-Roni side dishes, Quaker rice cakes, Quaker oat squares and Quaker natural granola. These branded products are sold to independent distributors and retailers. Latin America Foods (LAF): markets, distributes and sells a number of snack food brands including Doritos, Cheetos, Marias Gamesa, Ruffles, Emperador, Saladitas, Lay’s, Rosquinhas Mabel, Elma Chips and Sabritas, as well as many Quaker-branded cereals and snacks. These branded products are sold to independent distributors and retailers. PepsiCo Americas...
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...Edward Mathewson Arizona Iced Tea 12/8/14 MKT/421 - MARKETING Instructor: STEPHEN GROTHE Arizona Iced Tea There are many different brands to choose from but when it comes to my favorite there is one that sticks out, Arizona Iced tea. I am what you could say am obsessed with the original flavored iced tea. While many may say obsessed is a very strong word, the reason I say this is because I drink my coffee in the morning then I go straight to my iced tea for the rest of the day. I do not drink anything else other than iced tea and coffee. On my way to work I purchase 2 cans which is what gets me through the day and when I go home I always have a gallon in the fridge waiting for me. The cans I buy I do so from the same gas station everyday which has led to a personal friendship with me and the owner because of my loyalty to them. I also purchase the gallons of iced tea from the same convenient store because they always have the price of buy 2 gallons for $5.00 which is by far the best deal around. Passionate for Arizona There are many reasons that I am so passionate about Arizona iced tea and why I refuse to drink any other brand. For one the taste is something that I have become accustomed to and do not like the taste of any other brand. Their number 1 ingredient is premium brewed tea using filtered water along with 100% natural ingredients, which is the reason I feel the taste is better than others who use artificial flavors. The loyalty that Arizona has for its consumers...
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...This title is part of the IDH Case Study Series, published in December 2010. Another title in this IDH Case Study Series is: • nilever sustainable tea, Part II: U Reaching out to smallholders IDH also has a Best Practices Series, whose titles include: • Marketing sustainability • Sustainable sourcing among SME’s • Beyond auditing • Sustainable trading • Retailers and sustainability • Sustainable sourcing and procurement Case study Unilever sustainable tea Part I: Leapfrogging to mainstream y Tania Braga, B Aileen Ionescu-Somers and Ralf Seifert, IMD’s Center for Corporate Sustainability Management Dutch Sustainable Trade Initiative (Initiatief Duurzame Handel) Utrecht, The Netherlands www.dutchsustainabletrade.com office@dutchsustainabletrade.com Foreword A tipping point happens when a critical mass of people begin to shift their perception of an issue and take action in a new direction. As I look across the global landscape, I feel that we are approaching a tipping point concerning global sustainability. It is catalyzed by at least three important realizations by business, government, and civil society: The first is a realization that the world is finite and that a growing population with a higher ambition for living standards will inevitably lead to a world which will be resource and carbon constrained. The second is the realization that to solve the challenges for this future world we need systems solutions. We cannot solve individual...
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...This title is part of the IDH Case Study Series, published in December 2010. Another title in this IDH Case Study Series is: • nilever sustainable tea, Part II: U Reaching out to smallholders IDH also has a Best Practices Series, whose titles include: • Marketing sustainability • Sustainable sourcing among SME’s • Beyond auditing • Sustainable trading • Retailers and sustainability • Sustainable sourcing and procurement Case study Unilever sustainable tea Part I: Leapfrogging to mainstream Tania Braga, By Aileen Ionescu-Somers and Ralf Seifert, IMD’s Center for Corporate Sustainability Management Dutch Sustainable Trade Initiative (Initiatief Duurzame Handel) Utrecht, The Netherlands www.dutchsustainabletrade.com office@dutchsustainabletrade.com Foreword A tipping point happens when a critical mass of people begin to shift their perception of an issue and take action in a new direction. As I look across the global landscape, I feel that we are approaching a tipping point concerning global sustainability. It is catalyzed by at least three important realizations by business, government, and civil society: The first is a realization that the world is finite and that a growing population with a higher ambition for living standards will inevitably lead to a world which will be resource and carbon constrained. The second is the realization that to solve the challenges for this future world we need systems solutions. We cannot solve individual problems in silos. The...
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...This title is part of the IDH Case Study Series, published in December 2010. Another title in this IDH Case Study Series is: • nilever sustainable tea, Part II: U Reaching out to smallholders IDH also has a Best Practices Series, whose titles include: • Marketing sustainability • Sustainable sourcing among SME’s • Beyond auditing • Sustainable trading • Retailers and sustainability • Sustainable sourcing and procurement Case study Unilever sustainable tea Part I: Leapfrogging to mainstream Tania Braga, By Aileen Ionescu-Somers and Ralf Seifert, IMD’s Center for Corporate Sustainability Management Dutch Sustainable Trade Initiative (Initiatief Duurzame Handel) Utrecht, The Netherlands www.dutchsustainabletrade.com office@dutchsustainabletrade.com Foreword A tipping point happens when a critical mass of people begin to shift their perception of an issue and take action in a new direction. As I look across the global landscape, I feel that we are approaching a tipping point concerning global sustainability. It is catalyzed by at least three important realizations by business, government, and civil society: The first is a realization that the world is finite and that a growing population with a higher ambition for living standards will inevitably lead to a world which will be resource and carbon constrained. The second is the realization that to solve the challenges for this future world we need systems solutions....
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...is of course Pepsi, one of the most recognized brands of the world, ranked according to Interbrand. As of 2008 it ranked 26th amongst top 100 global brands. Pepsi generates more than $15,000 million of annual sales. Pepsi is joined in broad recognition by such PepsiCo brands as Diet Pepsi, Gatorade Mountain Dew, Thirst Quencher, Lay’s Potato Chips, Lipton Teas (PepsiCo/Unilever Partnership), Tropicana Beverages, Fritos Corn, Tostitos Tortilla Chips, Doritos Tortilla Chips, Aquafina Bottled Water, Cheetos Cheese Flavored Snacks, Quaker Foods and Snacks, Ruffles Potato Chips, Mirinda, Tostitos Tortilla Chips, and Sierra Mist. The strength of these brands is evident in PepsiCo’s presence in over 200 countries. The company has the largest market share in the US beverage at 39%, and snack food market at 25%. Such brand dominance insures loyalty and repetitive sales which contributes to over $15 million in annual sales for the company Diversification - PepsiCo’s diversification is obvious in that the fact that each of its top 18 brands generates annual sales of over $1,000 million. PepsiCo’s arsenal also includes ready-to-drink teas, juice drinks, bottled water, as well as breakfast cereals, cakes and cake mixes.This broad product base plus a multi-channel distribution system serve to help insulate PepsiCo from shifting business climates. Distribution - The company delivers its products directly from manufacturing plants and warehouses to customer warehouses and retail stores...
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...BRAND MANAGEMENT Case No. 3 SNAPPLE: REVITALIZING A BRAND INTRODUCTION In the 1990s, Snapple Corporation was one of the leading “New Age” beverage brands when the category was just beginning to take off. With the combination of a unique product, package design, and quirky advertising, the company grew form a regional underground favorite toa nationally recognized brand. Snapple’s rise in the beverage industry was crowned in 1994, when the Quaker Oats Company purchased Snapple for $1.7 billion. Quaker expected to make Snapple a major player in the industry, as it had done with GAatorade. However, the company was unable to capitalize on the brand’s previous success. In 1997, Quaker sold Snapple to Triarc Beverage Group for $300 million. Triarc faced a number of challenges, including reversing the sales slide, revamping the distribution system, and creating new products that will enable growth. Most importantly, Triarc had to find a way to reconnect the brand with its consumers. Triarc successfully resurrected the Snapple brand, and in 2000 sold Snapple to Cadbury Schweppes for $1.45 billion. Cadbury Schweppes then faced the challenge of maintaining Snapple’s brand strength in an increasingly competitive beverage environment. THE EMERGENCE OF SNAPPLE The roots of Snapple Corporation date back to 1972 in Brooklyn, New York when brothers-in-law, Leonard Marsh and Hyman Golden, left their window-washing business and teamed up with Marsh’s childhoAod friend and health...
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...Tuan Anh Student ID: 23044827 Words count: 4712 (excluded cover page, table of contents, figure, in-text citation and references) Table of Contents 1. Executive summary 3 2. Introduction 4 3. Critically analyze the major strategic options that Yorkshire tea might be adopted 5 3.1. Yorkshire Tea current strategy overview 5 3.2. Innovation option combine with organic development method and low-price strategy 6 3.3. Internationalization option combine with organic development method 8 3.4. Market development direction combine with strategic alliance method and low-price strategy 9 4. Yorkshire Tea’s internal, external and competitive environment analysis 10 5. Strategic options evaluating 15 5.1. Innovation strategy combine with organic growth method and low-price strategy 15 5.2. Internationalization strategy combine with organic development method 17 5.3. Market development direction combine with strategic alliance method and low-price strategy 19 6. Strategic options recommendation 21 7. Conclusion 23 8. References 23 1. Executive summary Throughout this report is all about the strategic directions, options and methods in order to generate the most possible strategy for Yorkshire Tea Taylors of Harrogate, which is a traditional family company based, to possibly drive the company for achieving sustainable growth in the next three to five years. With strategic direction adopted from Ansoff matrix, strategies extracted from The Clock Strategy...
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...ACKNOWlegement On successful completion of our Brand Audit on “Tapal”, we would like to take the opportunity to acknowledge the contributions of a n umber of people who helped in understanding and making this report a reality. Foremost, to Almighty Allah who blessed us with strength and ability to complete the report. Further We would like to appreciate the valuable contribution of our instructor, Dr. Kamran Siddqui, who believed in our knowledge, encouraged us at every step and also for his useful guidance and expertise which helped us put our best foot forward. This is his believe in us that today we are able to present and created this report successfully. We have tried our best efforts to prove ourselves up to the standards and the level expected. We are also thankful to all the respondents who took part in the research survey Thank you all! Table of Contents 1. INTRODUCTION - 7 - Introduction - 7 - Need of study - 7 - Target Audience - 8 - 2. Research methodology - 8 - Introduction - 8 - Research Questions - 8 - Research Methodology - 9 - Sampling Design - 9 - Target Population - 9 - Sampling Frame - 9 - Sampling Technique - 9 - Sample Size - 10 - Research Instrument - 10 - Association Technique - 10 - Construction Technique - 10 - Procedure - 10 - Data collection and screening procedure - 10 - Data Entryc………………………………………………………………………...…_10_ 3. Brand Audit Report……………………………………………………………………..-11- Introduction……………………………………………………………………………-11- ...
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...Stephan Orgiazzi 1 PepsiCo - The Company Pepsi (formerly known as Pepsi-Cola) is a cola carbonated soft drink that is produced and manufactured by PepsiCo. Created and developed in 1893 by Caleb Bradham, it was named Pepsi-Cola because of the digestive enzyme pepsin and kola nuts used in the recipe. Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy. As the cola developed in popularity, he created the Pepsi-Cola Company in 1902 and registered a patent for his recipe in 1903. During over a century, the company product line expanded with the creation of alternative cola recipes such as Diet Pepsi and the purchase of popular soda companies like Mountain Dew. In 1965, the Pepsi-Cola Company merged with snack company Frito-Lay, Inc. to become PepsiCo, Inc. Interesting fact: PepsiCo was the first company to stamp expiration dates, starting in March 1994. (1), (2) Vision of the company The mission of the PepsiCo focuses on products and performance primarily, with a few values thrown in for good measure. The mission statement of the PepsiCo Company is: "Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity." (3) ...
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