BIG IDEA

Our Big idea for Lipton Tea bag will redefine concept of family that will ensure to develop a
sense of affiliation with Lipton rather than just an ordinary user.
HOW IT WILL MEET THE SET OBJECTIVES

Set objectives will be achieved through constant, multi-directed and gradual efforts. Major
steps that will lead us to set objectives is launching new concept of Lipton family. This concept
will account for all types of families like joint family system, Nuclear Families etc. And among
them our main focus is on Nuclear Families and Youngsters in families. Here problem
encountered with Lipton tea bags is that it something that opposes the traditional usage
pattern and beleifs of home users. Reason behind specifically targeting nuclear families and
youngsters is that they are trend setters when it comes to home usage. As they are less
uncertain, innovators and welcome opposing beliefs so its better to do medication of root
causes to achieve the set objectives. We show the concept in such a way that the families which
are using Lipton tea bags are problem free families, more confident and they are living happily.
Moreover this will also create a sense of affiliation with Lipton. Secondly launching Lipton
Family Concept will also ensure less alienation of loose tea as our effort are more focused on
increasing usage in nuclear families and youngsters.
EXECUTION OF PLAN
Here, the tactics and strategies are identified and the persons responsible for carrying out these
responsibilities and implementing tactics. All the above strategies and tactics are revised and
the best suitable option is selected and used for implementation. Here, the advertiser has to
be real cautious because even a slight mistake will scrap the whole campaign. Everything has to
be up to the mark and full concentration is focused on how to implement the campaign
successfully. Hundreds and thousands of decisions need to be taken by the board of directors
before the execution takes place.
THE MEDIA STRATEGY

Following can be the media choices
Newspaper:
Dawn, The News, Jang and Financial Post are the prominent newspapers to advertise in. They
are reached at each place of the country ranging from all classes.

Magazine:
Magazines such as Time, Newsweek, Readers Digest, Synergizer, and Sunday are a few where
advertisement could be printed.

Radio:
Radio advertises should also be aired during morning and evening when business people are
heading toward and returning from their offices. Also time sponsors could also be bought.
Television

Television is a powerful medium because it communicates with both sight and sound. Network
television, the most costly purchase, can reach up to 95 percent of the homes of the target
audience. Channels that were used in advertisements are:
GEO TV
ARY Digital
HUM TV
BUSINESS PLUS
DUNIYA News

Outdoor
Outdoor advertising could be done in malls, plaza-pillar branding, and walls of major shopping
galleries, Bus branding, billboards, streamers, greenbelts of the city.

Internet
Business websites would be aimed at. Also cellular GPRS is also a place to advertise on.

Time Slots

We will place our ad in the morning in between 7:00 A.M to 9:00 A.M and in the first half of
evening in between 4:30 P.M to 6:00 P.M, because these are the time when people are having
or preparing cup of tea. If we place an ad too late, people may already have plans or purchased
another product. This is one of the most critical decisions to be made by the expertise.
Continuous schedule - Advertising of this product will run throughout the year, when demand
and seasonal factors are unimportant.

OTHER COMMUNICATION TOOLS:

SALES PROMOTION:

As the new product is being launched, so in order to capture more people, sales promotions
need to be done. Places such as METRO, MAKRO, and HYPERSTAR can be used as the locations
were sales promotions can take place.

SPONSORSHIPS:

With so much of the budget, this product can be promoted in the sponsorships. Such as drama
awards, conferences, exhibitions and stuff. It provides a platform where we can nominate our
product and create its awareness to people.

COUPONS:

We launch Lipton Family Cards which will be given to the specific families through which they
can have some discount on buying of tea bags. It creates a sense of attachment and it
differentiates its users with a proud feeling of being Lipton Family.

PERSONAL SELLING:

Promoting the product directly at family marts and shopping places provides personal selling
advantage. You come in contact with the customer and interaction takes pace right on. Here,
you can make a customer get attached to the product if the aperture hits at the right place.

POINT-OF-PURCHASE:

Spreading out Lipton family teabags through point-of-purchase counter helps in greater
frequency of the time the customers will have a look at this product in a new way and would
entice them for it.

TVC CONCEPT

AD 1:
The scenario is of a cheerful family gathering including elders and youngsters of both hosts and
the guests. All are chit chatting and having a good time. A young girl of the host family is
preparing tea for all in the kitchen and looking at them through the kitchen door with a grim
face as she also wants to enjoy with others but, instead, is busy in the kitchen. Her mother sees
her like this and feels bad for her.
The next scene shows the mother shopping in a grocery store. As she is about to pick up tea,
she has both the loose Lipton tea and the Lipton tea-bags in front of her. She goes to pick up
the loose tea but then stops for a moment and visualizes the same family gathering with her
daughter also sitting happily alongside the others and preparing tea at the table using Lipton
Tea-bags while enjoying all the chit chat and stuff going on. With a content heart and feeling
showing from her face she picks up Lipton tea-bags pack.


AD 2:
A scene is shown that in morning a person is preparing breakfast for her daughter hurriedly and
is also getting ready for his office. He is doing everything in a manner that shows that he hasnt
done this sort of chores before and hence isnt master at. He is also in a great hurry as he is
getting ready for his office top and getting late. He is also trying to create as little mess as
possible. He goes into the kitchen to prepare tea for himself. He is boiling water for the tea and
as he is looking for tea in the cabinets his sick wife who is meanwhile watching him standing
in the kitchen door steps forward and puts her hand on his shoulder and says. Ab ma itni
bemar bhi nahi k apkay liay chae bhi na bna sakun. She then prepares tea for her husband
with the boiling water using Lipton tea-bag. The husband takes cup with an emotional smile.
The next scene shows man and his daughter getting into the car and the wife waving them off.

TAGLINE FOR ADS
In all ads all the problems in family are focused and solved by using Lipton tea bags. Closing of
each Ad will contain a Tagline that is

We are Proud Lipton Family





PRINT AD



















BUDGET

Although the appropriation and budgeting process relies on numerical information, the process
is more art than science. It is often based on educated guesses, tradition, or the financial
condition of the company. The following advertising budget comes to a total of approximately
14.2 Billion Rupees. This budget requirement is necessary as hoardings would be set up at
locations costing up to approximately 2 billion. We believe that LIPTON would need to advertise
heavily on this new Lipton family twist if it is to create awareness about its brand in the minds
of the target audience.
We used the OBJECTIVE TASK METHOD for creation of the budget. Objectives of each activity
were studied, and this determined the cost of accomplishing each objective.





Summary Report
S.No Description Per Amount
1 Air Media 15% Rs 20,000,000
2 Print Media 30% Rs 40,000,000
3 Outdoor Media 20% Rs 25,000,000
4 POS Material 10% Rs 15,000,000
5 BTL 15% Rs 27,000,000
6 Event Sponsorship 10% Rs 15,000,000
TOTAL Rs142,000,000
CONCLUSION

Looking at the overall plan, one thing is clear that no matter what it takes, the audience need to
be targeted very smartly and in a way that make them feel that the product has something in it
that others do not. This acts as a competitive advantage for the company.

Capturing the maximum share in the market leads to more and more identifications of
opportunities and these profitable opportunities need to be grasped eventually at all levels of
competition. The firm may operate with an annual advertising plan and the campaign must be
so strong that it delivers the message straight forwardly and hitting the aperture at the right
place with maximum media share.