Descritive assignment on one product line from Unilever. Facusing on their "Lipton branded ice tea"

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Assignment 1 (10%)
Lecturer: Drew Smylie
Roger Thompson (300653701)
Principles of Marketing: MKTG116-104
Section: Marks Your marks:
available:
Mission statement 5
Objectives 5
Situation analysis 25
Target markets 15
Marketing mix Product 5
Price 5
Promotion 5
Distribution 5
Presentation and formatting – spelling , 10
grammar and neatness/creativity, including a
title page and this rubric
Total: 80

2. Company Business mission statement
Lipton is owned by a bigger parent company called Unilever. Unilever’s mission
statement is aimed at meeting consumers demand by continuously adapting its
strategies and products to meet new consumer trends, needs and wants to provide
Page | 2 customer satisfaction. Unilever also makes it their purpose to create products that
promote vitality in its customer’s life by providing products that are healthy, good in
quality, taste great and easy to enjoy without being time consuming.
Objectives
Unilever’s Lipton ice tea are to provide the public with a healthy alternative when
compared to other soda beverages and dominate the market of ready-to-drink teas while
still keeping a strong hold on its “tea” niche market. The primary financial goal of this
product is to gain maximum market share over the first 5 years, and reach market
saturation within the following 5 years.
Situation analysis: As people become more conscious of what they consume
they tend to buy products that have healthy attributes to its contents. Lipton ice tea is
Unilever’s answer to this new consumer demand.
Internal Strengths:
1. Lipton as a brand has been in operation for over 100 years in the
tea making industry and has become a well trusted brand in its
market.
2. The products that are produced by Lipton are also naturally healthy
to it consumers and therefore has the advantage of being a health
beverage.
3. The ingredients needed to make the product/ ice tea are grown on
estates which are owned by the company reducing the cost of
making the product.
4. Lipton is Unilever global consortium, which is a multinational, fast
moving consumer goods company who serves consumers
worldwide.
5. Due to partnership with Pepsi the product is well distributed.
Weaknesses:
1. Cost of producing the ice tea drink is higher than the other
products produced.

3. 2. Sugar content of the drink is higher than those of fruit drinks.
3. Shelf life of the product is not as long a soda pop.
4. Not as healthy as the other products produced by Lipton.
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Opportunities:
1. Lipton ice tea can dominate the niche market of healthy
refreshment drinks.
2. Lipton ice tea can be the fore leader to the type of soft drink that
consumers will want to drink in the future.
3. Advertisement/brand building opportunity by using ice tea to be an
introductory product to a healthier choice for kids.
4. Has the possibility to get support from the government to provide
citizens with a healthy alternative to sods pops.
5. Unilever PepsiCo can make a deal with retailers ensure retail shelf
space and prominent positioning for Lipton Ice Tea
Threats:
1. Consumer loyalty to the new product is not yet achieved.
2. Consumers might not enjoy the new taste.
3. Consumers might be skeptical to the drink because it’s called tea.
4. When compared to other health beverage Lipton’s ice tea might
seem no so impressive.
5. The product is not as healthy as the rest of Lipton products and can
cause damage to brand name.
Target market(s)
There are two major target markets for ready-to-drink ice tea:
One group is the consumers on the go: These are employees, students,
and other consumers who lead a busy lifestyle. The hectic American lifestyle
demands for optimize productivity with lesser time consumption. Therefore,
consumer tends to buy products that are accessible and readily available.

4. Convenience has dominated the market, particularly the food and beverage
industry.
Health conscious consumers: Specifically the baby boomers who patronize
anything healthy. The positive reviews as well as the studies on the benefits of
Page | 4 tea drinking have stirred an interest in tea drinking.
Marketing mix
Product strategies: To ensure customer satisfaction research and
develop of new flavors of ice tea are to be provided to consumers to allow many
different taste of ice tea to select from. Continual and well-timed response to
consumer wants and need will ensure that the ice tea is providing consumers
with their current preference.
Distribution strategies: Unilever already has a strong presence in the
emerging markets around the world. An alliance with PepsiCo should be
strengthened/ kept. PepsiCo currently distributes its products across more than
200 countries worldwide and is one of the top distributors in the world.
Promotion strategies: The use of multiple strategies for selling its
products is more effective. First the product can be introduced by using the
“Push” method of promotion; this makes the product have a presence on the
shelves. Then the product can be promoted by using the “Pull” selling strategy.
This will increase the sales of the product by making the consumers more aware
of the product and familiar with it.
Pricing strategies: The Market-oriented pricing strategy is
necessary to ensure that consumers will purchase the ice tea, when they
compare the price and benefits to that of any soda pop.
Implementation, evaluation, and control:
Implementation: In relation to the company’s promotional schedule, it will be reviewed
every 3 months in order for the company to meet deadlines
Evaluation: Evaluations will be based primarily on meeting sales and market share
expectations. Through audits, team leaders and management staff will document
progress in order to continually improve quality of all production.
Control: Total Quality Management (TQM) is met within the company. Lipton will work
in accordance with the government regulations of countries and international Standards.

5. References
advanceessays.com
http://www.advanceessays.com/samples/Marketing_Plan.pdf
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Answers yahoo.ca
http://nz.answers.yahoo.com/question/index?qid=20110228010004AAjL60
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RTD tea market research available at: euromonitor.com
http://www.euromonitor.com/rtd-tea
Pepsico.com, 2012 http://www.pepsico.com/Brands.html
Wikipedia. 2012. “Lipton.” Available at http://en.wikipedia.org/wiki/Lipton
Cover picture 1
http://fc08.deviantart.net/fs71/i/2010/047/3/f/Lipton_Ice_Tea____Paradise
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Cover picture 2
http://www.jor-on.com/blog/wp-content/uploads/2007/12/liptonice.gif
Cover picture 3
http://4.bp.blogspot.com/-Kix-BVa2RHY/Tp1zcS7_s3I/AAAAAAAAAbE/z_UzP36am6E/s1600/Unilever-
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