BM- SIR EJAZ MIAN

Brand Management
Assignment no.1
Lipton Yellow Label Tea-Assignment no.1

Tehmasip Rahil and Saad Ahmed Qazi
3/3/2014






1 Brand Management Assignment no.1
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Table of Contents
Introduction: ......................................................................................................................................... 2
Brand Manager: Sarah Asad Sadiq; 0300-2958670 ................................................................ 2
Unilever Company Profile ................................................................................................................... 2
Unilever Foods ...................................................................................................................................... 3
Brand History ......................................................................................................................................... 4
Brand Systems ...................................................................................................................................... 4
Hierarchy of Brands ............................................................................................................................. 4
Brand Roles ........................................................................................................................................... 4
Core Benefit Propositions: ................................................................................................................... 5
Product Line .......................................................................................................................................... 5
Brand Strategy: ..................................................................................................................................... 8
Brand Positioning ................................................................................................................................. 8
Target Market: ...................................................................................................................................... 8







2 Brand Management Assignment no.1
IPTON Yellow Label Tea
Introduction:
Lipton was launched in Pakistan in 1948 and is one of the oldest brands in the country. Our vast
experience in the world of tea blending in Pakistan and around the world means only two things;
Quality & Reliability.
In the modern world, the tea category is often considered to be lacking excitement & thrill.
Lipton plays the role of an energetic brand that aims to modify this perception and redefine the
meaning of tea in peoples lives.
By celebrating positivity in everyday life, Lipton helps its consumers incorporate confidence,
optimism and cheerfulness in their lives.
Liptons portfolio in Pakistan consists of Lipton Yellow Label Tea, Lipton Mega Daane, Lipton
Teabags, Lipton Green Tea and Lipton Flavored Tea.

BRAND MANAGER: SARAH ASAD SADI Q; 0300-2958670








Unilever Company Profile

3 Brand Management Assignment no.1
Unilever brands are trusted everywhere and, by listening to the people who buy them, Unilever has grown
into one of the world's most successful consumer goods companies. In fact, 150 million times a day,
someone somewhere chooses a Unilever product.
Unilever creates, markets and distribute the products that people choose to feed their families and keep
themselves and their homes clean and fresh.
Unilever aims to help people in their daily lives. So they keep developing new products, improve tried and
tested brands and promote better, more efficient ways of working.
They have a portfolio of brands that are popular across the globe - as well as regional products and local
varieties of famous-name goods. This diversity comes from two of Unilevers key strengths:
Strong roots in local markets and first-hand knowledge of the local culture.
World-class business expertise applied internationally to serve consumers everywhere.
Focusing on performance and productivity, Unilever encourages people to develop new ideas and put
fresh approaches into practice. Hand in hand with this, is a strong sense of responsibility to the
community that Unilever serves. Unilever does not only measure success in financial terms; for them, to
achieve results is important too.
Unilever is one of the world's leading suppliers of fast-moving consumer goods.
Unilever Foods
The acquisition of Bestfoods in 2000 brought Unilever leadership in the culinary category. Knorr is
now the biggest brand, with 2.3 billion sales in over 100 countries and a product range covering
soups, bouillons, sauces, noodles and complete meals.
Unilever the number one producer of frozen foods in Europe, under the Findus brand in Italy,
Birds Eye in the UK and Iglo in other European countries.
They are the category leader in margarine and spreads in most European countries and North
America, with brands such as Becel (the Netherlands), Flora (UK) and Take Control (US). They
have met consumer demand for healthy foods by launching proactive, a spread which contains
ingredients that can help reduce cholesterol levels.
In the branded olive oil category Unilever is a leader, the most important brand being Bertolli.
Appealing to consumers' taste for Mediterranean food, they have launched Bertolli pasta sauces
and dressings.
They are the world's leading ice cream producer, with brands such as Algida and Wall's in
Europe, and Ben & Jerry's in the United States. Innovations such as Magnum snack-sizes and
Cornetto miniature and multi-packs have sparked progress.
Unilever is the largest seller of packet tea in the world through our Lipton and Brooke Bond
brands.


4 Brand Management Assignment no.1
Brand History
In the year 1871 Thomas Lipton used his small amount of savings to open his own new shop,
in Glasgow a city in Scotland and by the time it was 1880s the business had grown to greater
than 200 shops.

In the year 1929 Lipton grocery retail business was one of the companies that
had amalgamated with Home and Colonial Stores to form a huge food group with number of
stores exceeding 3000. This group traded as Home and Colonial Stores until the year 1961,
after which it was called Allied Suppliers. Lipton's became a supermarket chain focused on
small towns, before Allied's acquisition by Argyll Foods in the year1982. The supermarket
business was rebranded as Presto during the 1980s.
Brand Systems
Even though Lipton is part of Unilever PLC, which encompasses many brands, it is hardly seen
as part of a system of brands. For a brand to be part of a system, decision making for that whole
system is streamlined and unified. In Unilever, that is hardly the case. Brands are handled as
separate units that have to meet their set goals, depending on role the brand plays.
However, in a broader sense, all of Unilevers brands can be attributed with providing a unified
message of quality. In maintaining themselves separately, and conforming to high standards of
quality, one could say that Unilever has established a system of brands that are thriving
independent units all connected to the same core which is Unilever.

Hierarchy of Brands

Corporate Brand: Unilever
Range brand: Lipton
Product line brand: Lipton Yellow Label
Sub brand: N/A
Branded feature: TESS (Tea-Essence) Technology



Brand Roles

5 Brand Management Assignment no.1
Because Lipton is such an old brand, it has many variants to its names. Liptons product line
brands usually have a non-generic name, so one can say that Lipton plays the role of an
endorser for many of these brands. However, the use of the Lipton name itself carries such
brand equity with it that one could also attribute the driver role to the brand.
One line of demarcation that could prove useful in determining what role Lipton plays (endorser
vs. driver) more influentially per brand lies in the product itself. If the product is old, traditional,
and nothing new for the market, one could say that Lipton plays a driver role in such cases, with
people purchasing tea because it is Liptons blend of tea.
Lipton Yellow Label, for instance, draws credibility, support as well as the drive to purchase
from consumers by using the Lipton name alongside it. Similarly, for Lipton Mega Daane,
Lipton is again given the endorser/driver role, with the driver role shared with some extent with
Mega Daane.
For newer variants, such as Ice Teas and Liptons range of fruit and herbal teas (Fruit Infusions
and Clear Green, respectively), Lipton plays a classic driver role, driving purchases from the
consumer using their associations of quality and taste with Lipton.
Core Benefit Propositions:
1. Taste
2. Flavour
3. Colour
4. Aroma
Product Line





Line Extensions( Extensions within Product Class) in Pakistan i.e Lipton Flavored
Tea


6 Brand Management Assignment no.1

Lipton Alps Tea


Lipton Apple and Cinnamon Tea


Lipton Citrus and Orange Blossom Tea


Lipton Forest Fruit


Lipton Lemon and Ginger Tea


7 Brand Management Assignment no.1

Lipton Moroccan Tea


Lipton Peppermint Tea


Lipton Pink Citrus


Lipton Red Fruit Tea






STRETCHING THE BRAND DOWN

8 Brand Management Assignment no.1
In the tea category, Unilever has provided a Stretched down brand category, under an entirely
separate brand name; Brooke Bond
STRETCHING THE BRAND UP
Being an elite brand, it does not need a up stretching in Pakistan
BRAND EXTENSIONS
Lipton has stepped into Ice Tea and Lipton Tea for Coffee Machines in this realm.

Brand Strategy:
Lipton being part of the Unilever global consortium it ensures that its tea producing farms should
not only yield high quality product but it should also protect and improve the natural environment
and the livelihood of the workers and the local communities. The plantations of Lipton in East
Africa have been working with 3
rd
party estates ensuring compliance with Unilevers sustainable
agriculture guidelines and Ethical tea partnership criteria. Being part of Liptons tea drive to
capture the booming market for ready-made teas, Anglo-Dutch Unilever Company entered in to
a joint venture agreement with American PepsiCo in the year 2003. Through this joint
agreement, PepsiCo distributes Lipton tea products specially Lipton Ice Tea in about 60
countries or more where PepsiCo has already established its presence. The 50-50 JV - Pepsi
Lipton International is actually the latest move in Unilever's course to Growth strategy which
has frequently involved the removal of non-core businesses rather than support for the existing
brands .
Brand Positioning
Lipton Yellow Label has positioned itself in the minds of the consumers as:
Active
Refreshing
Colorful
Aroma
Slogan
Outstanding quality
Great Flavour



Target Market:

9 Brand Management Assignment no.1
Targeting the people includes studying different things such as demographics, personality,
descriptors and lifestyle traits.
Lipton Yellow Label has targeted different market segments, focusing primarily on SEC A,B and C.
Therefore, despite the fact that Lipton uses a mass marketing approach, it can easily be denoted
that this product caters to a particular market segment. Today, as men consume tea as widely as
women, Lipton encompasses all age groups in its target market, as it wants to target those people
who are young, trendy and cosmopolitan.