“Brand Management”(MKT 624)

Syed Musharraf Hussain Shah

Mc080201068

Brand Dimensions of “Lipton Yellow Label Tea”

Introduction of the Brand

Since 1890, “Lipton Tea” is being sold as a refreshment drink which is largely popular
and approachable drink for everyone in Pakistan with high quality and at affordable prices. Over
the last decades, it has become a house hold name in the country owing to its good taste. In last
decade, many changes are being observed in Pakistani society regarding their lifestyle and food
and drink choices, keeping these factors in view “Lipton Tea” is proving to be the number 1
choice of the people of Pakistan and in return “Lipton Tea” has constantly been coming up to the
expectations of the customers, so it would not be wrong to claim that it is reliable drink in
beverage industry in Pakistan. “Lipton Tea” is from Unilever. These days this is being sold in
150 countries worldwide.

Objectives

Being a refreshment drink, the objectives of “Lipton Tea” are quite obvious which are to
meet the expectations of every tea lover and to satisfy them and achieve success worldwide.
“Lipton Tea” has been responding to the needs of its customers efficiently. It has been a big
name in the beverage industry for a long time. Total quality is maintained right from the
beginning to the end to provide the finest tea drinking experience to its customers.

1) Functions

“Lipton Tea” has been making its presence felt in the beverage industry for quite some
time. It offers its users to feel great in mind and body. Being a refreshment drink, it keeps the
energy level and vitality of its consumers at a high level.

We know that tea has many health benefits. Medical science is also giving credence to people’s
belief about it. “Lipton Tea” prevents cancer and cardiovascular diseases and many more health
benefits to its users. “Lipton Tea” is a unique combination of natural antioxidants flavanoids,
catechins etc… which help to keep cholesterol level low and combat fatigue. It is a common
practice among masses in Pakistan that they use tea after taking meals to digest food.
1.1) Variety

Lipton Tea is available in market in three varieties

1 Lipton Yellow Label Tea

2 Lipton Green Tea

3 Lipton Ice Tea

1.2 (Quality)

Unilever products have found their foothold in Pakistani market due to its quality.
Quality and Unilever are synonymous. To win over the hearts and minds of Pakistani market ”
Lipton Tea” seems to have been successful so far due to its quality and living up to the ever
changing tasting needs of its customers in Pakistan creatively and competitively, with setting
exceptional standards for performance and productivity. Excellence is a journey not a
destination. Quality is a way of life for |Lipton Tea”.

1.3 Target Market

The target market of “Lipton Tea” includes all age groups even children too. As it is
being marketed and available in almost 150 countries so the target market is almost the whole
world which consists of people with different cultures and tastes. In Pakistan it is mostly focused
in urban areas.

2) Differentiation

There are many refreshment drinks available in the beverage market in Pakistan but
“Lipton Tea” has a fine distinction of catering to the ever changing tasting needs of its customers
with willingness right from the core. It offers clean and crisp taste with a pleasant aroma to
attract its customers. It offers very refreshing fragrance which adds to its quality and leaves good
taste in the mouth. Unilever claims that for “Lipton Tea” claims “direct from the tea gardens to
the tea pot. Lipton Tea is available both in tea bags as well as loose packaged tea. Lipton Tea is
blend selected from various plantations around the world. First tea globally bear the “Rainforest
Alliance Certified Seal”

2.1) Size

“Lipton Tea” is available in different sizes which are as follows:

125gm

250gm

500 gm
1Kg

Jar

2.2) Packing & Labeling

It’s packing and labeling is also a selling point. It’s packing and labeling is very pleasant
to eyes as according to the figures obtained via a survey, 68 persons out of 100 found its packing
and labeling very attractive. Lipton Yellow Label Tea is painting the world yellow, Lipton that
stands for brightness, vitality and fun with natural goodness.

3) Personality/ Image

3.1) Branding

Because of enormous competition in the market, companies are grappling with the task of
retaining their customers .In today’s globalized world, customers have complete and full
knowledge about various brands. “Lipton Tea” has been successful in establishing itself as an
international brand image of urbanization as well as fashion. Unilever uses celebrities to attract
white collars from around the world.

Positioning

Lipton Tea has been positioned as health caring, vibrant and active in the minds of target
market

4) Source

Lipton is a tea brand from Unilever, one of the biggest multinationals around the globe.
Unilever is one of the best consumer goods company which work in 150 countries worldwide.
This very thing makes it a leader in home and food and personal care markets. Its brands meet
needs of nutrition hygiene and personal care. Unilever is known for developing products inline
the taste and temperament of its customers.

) Market Distribution

“Lipton” also enjoys competitive edge in applying modern distribution

techniques.Unilever has a headquarter in Karachi, with intensive distribution network with more
than 450 office in Pakistan with three manufacturing units in Karachi, Khanaywal and Rahim
Yar Khan.

5)Essence
It is something that is an integral part of a brand which remains constant. In case of” Lipton Tea” we
usually find a combination of these words on its packages

“The sign of Taste”

It has lasting impression

Bibliography

Online www.unilverpakistan.com.pk