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Marketing

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Market analysis
Consumers
Lipton’s products are 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 unilever. In addition, lipton is able to able to fulfill the need of its target market through is massive distribution system that enables the company to distribute Tea in all over Egypt to reach all target segments. Lipton advertisers play a very vital role in creating a sense of lifestyle to the its drinkers through television ads that focuses on the joy of life you receive when drinking Lipton Tea.
Competitors:
Arousa and Ahmad tea are the major competitors for Lipton. Arousa’s strength is that their price is low relative to Lipton. As a result, it targets ‘C Class’ which is most of the majority of people in Egypt. On the other hand, Arousa’s weakness is that their quality is lower than Lipton and their ingredients change rapidly therefore the taste changes from one box to another. The main competitors in the future are Gawhara Tea, Al-Salam Tea, and Dilmah tea. Lipton’s products are divided into two segments, Tea bags that targets A & B class and Tea 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 increase their sales in the tea dusts section.
Conditions:
Although, we live in a world of economic crisis, Egyptian citizens view Tea as a primarily daily drink that no Egyptian can resist. Our consumers are pessimistic about the economic condition. The buying power of consumers in our target markets are tea bags for class A & B, and tea dust for the class C and underneath. Lipton is highly distributing their products all over the country, but if they lower their price of Tea dusts in the C class regions, the consumers will increase and more products will be sold. The high development of more technological devices, that are used in just one factory that is located in Borg Al Arab in Alexandria. Because of the better and higher quality machines that have been produced nowadays, the operation and speed of finalizing the product is faster than ever and can easily be distributed quickly all over the country, thus, more products will be sold .Since the speed of producing the products is very quickly distributed around Egypt, there’s no doubt that their sales are well increased. Lipton could use this strategy as an advantage in marketing promotions to increase their offers. For instance, enlarging the amount of tea packs in every box, or a free mug as promo. Lipton as a company has to always be updated with every technological advances due to fast change in technological machines, if not their product will become old-fashioned therefore they will go behind most competitors.
Step 2 Market segmentation
External influence on consumers
The need for Lipton is the usage for tea as a daily beverage, also, exposing their highly prestigious place in C & D class locations, because most of these locations conceptualize El Arosa as top of mind. Lipton is highly distributed all over Egypt and is made available, easy and accessible to use any time. Target markets are expected to change in the future, as Lipton will put a huge effort in targeting smaller ages by making ice-tea, adding flavors to satisfy children’s. In addition to focusing on the health problem as tea helps reducing heart problems. The types of need for lipton is both utilitarian and hedonic in which the utilitarian provides a healthy lifestyle and keeps you focused all day, in addition in helping the process of digestion. On the other hand, the hedonic need in which it puts you in a positive relaxed mood and a distinctive frame of mind. This is evident as Lipton's advertising campaigns focuses on the lifestyle "el haya helwa ma3 Lipton".
Demographically, Lipton targets age, income, and occupation. It targets ages 17 and up, and high income as well as low income as they divide their products into small segments to fulfill all income needs. In addition to the lifestyle as all Egyptians drink tea in all occasions and on daily bases. Geographically, Lipton has a very well organized cycle in the accessibility process. Starting from the factory in Borg El Arab to the wholesaler and retailer. As of the resources Lipton plans 40000 indigenous trees every year to fulfill all consumers’ needs. Psycho graphically, As of lifestyle: A number of studies showed that people consuming tea (without milk and sugar) on a regular basis as part of a healthy lifestyle tend to maintain better heart health better than those who do not drink tea. Moreover, Lipton plays a very important role in adjusting people’s attitudes as it comes at the beginning of everyday to fine-tune your mood to start your day.
In Lipton values are set by age, income and lifestyle. As in age they are targeting elder (adults) which are 17 and above. For the income it has to be reasonable because Lipton is targeting A,B, and C class therefore they set different price ranges for different target markets. Lipton’s factory is based in Alexandria borg el arab. It is located in a place where it is less distorted than any other place. As for the product itself it’s very popular due to its high quality and it is found in mainly every household in the A&B class. Lipton tea is essential for the Egyptian culture, everyone consumes lipton tea at least two cups a day.

Step 3: Marketing Strategies
Features:
Lipton has a lot of products; tea bags, flavored tea bags, tea dust, ice tea and green tea and early grey. The tea bags are provided in a 24 packet box as well the flavored tea bags. As for the tea dust it is provided in several packages ranging from 50 grams to 200 grams, the ice tea has a lot flavors the two most famous flavors are peach, lemon, mint, honey and mixed, orange and passion fruit, mango and citrus.

Positioning:
Lipton wants their consumers to consider their tea as the number one tea brand in the market because it adds vitality to life through consuming the highest quality tea brand. Our recommendations are that Lipton should expand in the upper states like luxor and aswan and down south Rashid Dumyat in order to cover all parts in Egypt and to take market share from arousa tea .
Place:
Lipton can be found almost everywhere in Egypt in supermarkets, mega markets, retailers, coffee shops, hotels and social and sports clubs.
The channels of distribution of lipton are enough because their products are available everywhere. However our recommendation is that lipton should open their own chain of coffee shops and sell their own products as well as unilever products.
Promotion:
In the holy month Ramadan, Lipton gives a free cup with every 50 packet box, and also they promote during the matches of the national football team when they play in any international tournament where if you guess the ending score of the match correctly you get a free cup of Lipton tea. Arousa tea uses aggressive promotion all year round which is giving a tea spoon when buying any tea bag and when they stopped doing this promotion activity their sales declined, however Lipton made the opposite strategy to enhance its brand equity.
Billboards and radio ads and TV ads are being used in order to promote Lipton tea; the latest radio ads include a contest and the winner gets to travel to watch the world cup matches, as for the outdoors they tend to put and show tea offers in Ramadan by combining the Lipton tea bag with a tea spoon or a bag of sugar.

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