Analyzing the 4 Ps of the Lipton Ice tea market

Team Name- TRINITY ;Team Members- AKHILESH KUMAR MISHRA, ABHISHEK PANDEY,
AMRIT MOHANTY; COLLEGE- XAVIER INSTITUTE OF SOCIAL SERVICE, RANCHI
Product:
Package appearance- We found the competitors products appearance to be more
desirable than compared with our product. Also, this could be observed as most of the comparing
sites have rated their P.A. above our product.
Taste- Though the tagline of the product is Lemon/Mint Tea but users have
complained they dont feel the lemony punch which should be there in the product. Please do the
market survey about the taste preferences of target audience and blend the taste according to
culture of Indian population.
Aroma- Users have complained that the product lacks the Aroma Factor which is one
of the basic reasons why a tea consumer consumes tea.
PriceWe should focus on introductory product pricing so as to create awareness in the
minds of the users as people hardly believe in investing a substantial amount in an unknown
product.
Smaller packets with cheaper prices should be introduced, targeting the Bachelors
and College students.
PromotionVisual managementOur product and brand does not feature as much as the competitor does, viz, in a
country like India, where majority of population is youth and still in the phase of education or early
job-life. We dont observe Lipton tea centre/ coffee centre whereas we find Nescafes presence
everywhere be it the college canteens or the multi-national corporate boundaries, so thereby
losing a substantial amount of market cap just by remaining visually isolated from the youths eye.
Business Today says If you are visible, you get sold
So, we propose installing Tea Parlours highlighting our products name in majority of
college canteens and office refreshment centres.The background should be covered with flex
highlighting the product thereby, remaining visually attached with the target prospects .As a form
of incentives we can give Lipton T-shirts to canteen/ refreshment centre operators.
We lag even in the commercials. As we are targeting the Indian youth, we should
vibrantly commercialise our Advertisements so as to reach the target prospect. We propose an ad
whereby a Delhi University girl consumes a cup of our product from the college canteen, foam of
which remains in her lips and then a guy comes and wipes the foam from her lips by kissing
her(not to be shown mandatorily but highlighted in background). A caption comes after it which
creates a different verbal identity of our product and the caption would be
AAJ LIPS-TONN KIYA KYA..???
To obtain immediate concurrence in the market, Guerilla strategy of Marketing
should be followed in colleges and malls. This will also increase our reach among the youths of
semi-urban and tier-II cities. Free samples of our product in introductory stage to dealers/ retailers
so that they can know the features and propose it to their loyal and potent customers. We can
make a drive of promotion by having a Lipton smile campaign and provide a smiley free with
our product.
PlaceHighlighting our products posters on most of the major malls across different urban
cities we can utilize HULs distribution network to ensure our products get supplied even to local
kirana shops of Tier-I, Tier-II and Tier-III cities. Ensuring our products availability in big retail
stores as Big Bazaar, Aditya Birla stores and Reliance Mart etc. along with availability in online
stores.