...TEIXEIRA ALISON CAVERLY Pepsi-Lipton Brisk In September 2010, Mary Barnard and Marisol Tamaro returned to their offices at Pepsi Headquarters after a meeting with their new advertising agency. Mekanism had just been hired to work on the re-launch of Brisk Iced Tea, a brand that had had its glory days in the ‘90’s and later had become stagnant. As of 2009, Brisk sales were rising and it attained a 10% market share in the fast growing ready-to-drink tea category, despite having virtually no advertising support. Pepsi decided that it would start investing heavily in the brand in 2011. To start off the year, a spot had been purchased for a Brisk ad to be shown during the Super Bowl, in early February. What Barnard and Tamaro needed to decide was how to carry the advertising momentum in the months following the most viewed sports event in American television. Should they stick with advertising on TV or try out a viral advertising approach in social media? Their budget wouldn’t allow for both media to be used. Barnard, Vice President at PepsiCo and the General Manager of the Pepsi-Lipton Tea Partnership (PLP), owner of Brisk, was in charge of the final decision and conferred with Tamaro, Brand Building Director for Brisk, on what to do. PepsiCo was the second largest food and beverage company in the world. So at $340 million in net revenues in 2009-10, PLP seemed like a drop in the ocean compared to the $10 billion1 from its holding company, the Pepsi Americas Beverages division...
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...Question 1. Should Brisk be advertised on Primetime TV or with Viral ads in the months after Superbowl? Why ? What are the benefits and costs of each media? Answer: Viral ads Benefits: It could reach a larger and more targeted audience; It could save money for costing little more than the cost of production; It could offer the potential for higher levels of consumer engagement with the brand, for the viral ads' interactivity and source from acquaintances. Costs: The viral success was the exception; It was difficult to predict which video would be widely viewed and shared. TV: Benefits: 1. As the major mass media, TV could deliver a larger number of ad impressions and its economics was well-understood. 2. The major source of the millennial was still television. Costs: 1. The quality of TV’s impression cannot be guaranteed because viewers often consumed the ads passively or avoided most of them. 2. TV ads are much more expensive; I think Brisk should choose the viral ads following the Super Bowl ad. 1. One of Brisk Campaign’s goals is to increase its fan base on sites like Facebook and Youtube, building an online presence to rival those of its competitors. 2. Viral ads are cheaper, and the budget is limited. 3. The Super Bowl ad could help Brisk rebuild brand awareness, and it is viral ads to help increase brand interaction and preference with consumers. 4. Young people more responded to something with the feature of interactivity. Question 2. How each medium...
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...Question: Should Brisk be advertised on prime time TV or with viral ads in the month following the Super Bowl ad? Why? Answer: Background: Mekanism (new digital media advertising agency hired by PLP) was tasked to work on re launch of Brisk Iced tea, a RTD (ready to drink) tea brand which was launched in mid-1990s by PLP (Pepsi Lipton Tea Partnership) and had its glory in 90s and later became stagnant. Brisk’s first major advertising campaign was launched in 1996, was a series of television and print ads featuring clay based animation versions of iconic characters and celebrities. After Brisk campaign wrapped up in 2002, PLP stopped investing in mainstream advertising, opting to support its core brand, Lipton. PLP decided to invest heavily in promotion of this brand in 2011. Judgement: PLP should go for viral ad and below are supporting reasons in importance order: * While Brisk’s sales were growing, the brand was falling behind its competitor in terms of its social media presence. Mekanism concluded from one study comparing social media campaigns that Brisk was practically absent from this space (Exhibit 5) * Table A below displays sales and market shares from 2007-2010. It’s to be noted here, Brisk sales were growing fast with minimal consumer oriented promotion was done in this period with the exception of package redesign, POS display and other trade promotion activity * For fiscal ending May 2010, Brisk was 3rd in rank and it’s sales volume growth...
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...WHY AND HOW VIRAL ADVERTISEMENT THROUGH MEKASIM IS A GOOD CHOICE: 1. From exhibit 8 it is clear that Consumer time Spending with Internet is 28% and rising vs amount of advertising spending by TV ? media is far less which is 13% . 2. Millennials knew little else about the Brisk brand and what it stood for – so WORD OF MOUTH is a powerful approach to selling a fastest growing product to this audience. Also finding and sharing funny videos, music and other forms of entertaining content online had become an important online activity among millennials hence on social media male millennials and Hispanics were targeted. 3. Social media like Facebook, Twitter, U tube would be very powerful mediums to promote the brand and to increase its share of market by reaching to large number of audiences. 4. By the end of 2010, a study had found that 50% of viewers reported skipping through most of the ads while watching TV programs compared to 29% when watching online video ads. 5. By considering all above points a more appealing option of advertiser is Viral Advertising. Brands could take advantage of unpaid exposure by posting ads to social network sites like facebook and twitter , for little more than the cost of production. Once an ad was posted, the hope was that with some promotional activity it will spread quickly or virally, If an online video was widely shared, it might end up reaching larger and more targeted audiences than TV ads, at the fraction of cost. 6. Studies have...
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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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...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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...1. Should Brisk be advertised on primetime TV or with viral ads in the months following the Super Bowl ad? What are the benefits of each media? What are the costs? Viral ads Benefits: It could reach a larger and more targeted audience; It could save money for costing little more than the cost of production; It could offer the potential for higher levels of consumer engagement with the brand, for the viral ads' interactivity and source from acquaintances. Costs: The viral success was the exception; It was difficult to predict which video would be widely viewed and shared. TV: Benefits: 1. As the major mass media, TV could deliver a larger number of ad impressions and its economics was well-understood. 2. The major source of the millennial was still television. Costs: 1. The quality of TV’s impression cannot be guaranteed because viewers often consumed the ads passively or avoided most of them. 2. TV ads are much more expensive; I think Brisk should choose the viral ads following the Super Bowl ad. 1. One of Brisk Campaign’s goals is to increase its fan base on sites like Facebook and Youtube, building an online presence to rival those of its competitors. 2. Viral ads are cheaper, and the budget is limited. 3. The Super Bowl ad could help Brisk rebuild brand awareness, and it is viral ads to help increase brand interaction and preference with consumers. 4. Young people more responded to something with the feature of interactivity...
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...Unilever Pakistan Limited, formerly known as Lever Brothers Pakistan Limited is a wholly-owned subsidiary of Unilever Overseas Holdings Limited, UK, whereas its ultimate parent company is the consumer products giant, Unilever PLC, UK. Following a series of high-profile acquisitions, including US-based Bestfoods, Unilever's foods business is the world's third largest after Nestle and Kraft. It is a global leader in culinary foods, ice cream, margarine and tea-based beverages. Major brands include Knorr, Lipton and Magnum. Unilever was incorporated in Pakistan in 1948 as Lever Brothers Pakistan Limited and merged with Lipton in 1989 and Brooke Bond in 1997. It became the largest ice cream manufacturers in Pakistan through an amalgamation with Polka in May 1999. These acquisitions have further strengthened the distribution network of Unilever. It is listed on all the three stock exchanges of Pakistan. Currently, the company is the largest fast moving consumer products (FMCG) company in Pakistan. It is engaged in manufacture and marketing of home and personal care products, beverages, ice cream and spreads. Unilever has adapted Unilever global brands such as Lifebuoy, Lux, Surf and Walls to local consumer needs at affordable prices. It has increased its leading market position over the years in most of its core home and personal care and food categories, eg personal wash, personal care, laundry, beverages (tea) and ice cream. Unilever Pakistan has been exporting a range...
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...advertising report required as a component for assessment of our group in the course “ADVERTISING” This report provides an overview of how the advertising plan should be made when a product is being launched in the market. What are the tactics and strategies used in order to implement the overall campaign plan Please do not hesitate to contact us if you have any questions regarding this report. Yours Sincerely Raieef Qureshi INTRODUCTION: 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. The Lipton business was acquired by consumer goods company Unilever in a number of separate transactions, starting with the purchase of the US and Canadian Lipton business in 1938 and completed in 1972 when Unilever bought the remainder of the global Lipton business. Over the course of a century, Lipton has become a dominant tea brand in many markets. The brand is well-represented in many...
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...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...
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...to start the transformation on the supply chain, due to the fact that the current supply chain does not yet comply with the “Sustainable Living Plan”. The alignment of the supply chain includes certification of tea production. In order to do that, Unilever worked with local NGOs and Kenyan Tea Development Agency (KTDA). Those parties ensure that the smallholders get educated and certified on sustainable agriculture. This approach makes sure that Unilever’s own production in Kenya and Tanzania as well as the small farmers in East Africa implement the new guidelines and recommendations and have been certified by the Rainforest Alliance. The second issue was how to address this internal commitment to consumers. The global brand director for Lipton Tea Michiel Leijnse, believed that Western consumers had become sufficiently concerned about sustainability. This might help product differentiation. This task was especially complex, because the company’s brand portfolio and the respective brand proposition. However, none of the brand managers liked to ask for a price premium for sustainable tea. The certified tea should instead enhance brand equity and result in higher market shares. Therefore,...
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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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...| 40 | | Academic references, referencing styleMinimum of 5 ACADEMIC REFERENCES | 15 | | Formatting, structure, grammar, spelling, formatting and presentation of the case study | 5 | | Total Marks | 100 | | Please ensure that your case study is submitted on Blackboard as well as via TURNITIN. Late penalties apply. Brand Reinforcement About Lipton Lipton is a brand that is synonymous with quality, aromatic yet affordable tea. A brand that primarily sells tea and several varieties of tea products. The brand was established in 1893 by then 40 year old entrepreneur, Sir Thomas Lipton, an innovator and the brand was named after the founder himself (About Lipton, 2015). He established a tea packing company called Thomas J Lipton Co, and opened both headquarters and factory in New Jersey. There was a perception among public that tea was considered to be a luxury drink and only enjoyed by the wealthy. Mr Lipton created a vision in 1880 to make tea accessible universally with maintained quality and affordable prices. Today, Lipton becomes one of the leading brand and was sold in 150 countries and more. Lipton had changed the look of its logo a couple times since the brand was first...
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...Introduction Considered as one of the most renowned brands in the world “Unilever” is among the top grossing consumer goods companies with product sales ranging across 190 countries. As a matter of fact, approximately 2 billion people in the world use a Unilever product day to day. Operating as a dual listed company, Unilever N.V and Unilever PLC is considered to be a single economic entity. Unilever is a benchmark company that many other companies dream of idolizing due to their corporate and social responsibilities and also due to the standards they have set for themselves in the worldwide market. Year | Turnover | Underlying Sales Growth | Operating Profit | Net Profit | Diluted Earnings Per Share | 2010 | Euro 44262 Million | 4.10% | Euro 6339 Million | Euro 4598 Million | Euro 1.46 | 2011 | Euro 46467 Million | 6.50% | Euro 6433 Million | Euro 4623 Million | Euro 1.46 | 2012 | Euro 51.3 Billion | 6.90% | Euro 7.0 Billion | Euro 4.9 Billion | Euro 1.54 | 2013 | Euro 49.8 Billion | 4.30% | Euro 7.5 Billion | Euro 5.3 Billion | Euro 1.66 | 2014 | Euro 48.4 Billion | 2.90% | Euro 8.0 Billion | Euro 5.5 Billion | Euro 1.79 | The above table showcases the overall performance of Unilever from the year 2010 to 2014 as a company. If one were to analyze the statistics that are available within this table, they would be able to come to several conclusions regarding the performance of the company, such as, * The amount of turnover has had its ups and downs throughout...
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...restaurants, café, and banks) where people prefer light tea. It captures 85 % share in the area of India. The service we have in this tea is: Quality, Health Benefits, Organic, and Valuable Price. Market Scope Strategy: Lipton using multiple product strategy. Because it have several types of products like Lipton yellow label tea, Lipton ice tea, and Lipton green tea. Lipton is currently using total market strategy. Their tea bags and tea packs are 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. Market Geographic Strategy: We are using International Market Strategy to achieve growth objective. Market Commitment Strategy: They are focusing on strong commitment strategy to operate in market optimally by realizing economies of scale. Marketing strategy: Various advertisement means are used by company to advertise their product and they are given below: Print Media Billboards Free samples They are using news papers for advertisements along with others are billboards and banners. So these are means of advertisement which are used by company to advertise their product. The Business Business Detail Products/services: LIPTON® Tea offers you a large selection of ways to enjoy refreshing, great tasting teas. Choice is a wonderful...
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