lipton tea&honey final project

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TEAM 4G•Zarda Myrsini•Sopasoudaki Eirini•Kouboura Georgia•Pappa Stella

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LIPTON TEA

•First tea discovered by Chinese Emperor Shen Nung in 2737 B.C.

Thomas Lipton: 1.created a grocery chain in Scotland 2.founded the first teashop in Glasgow in 1871

BUT

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TODAY

LIPTON PRODUCTS

•9 tea categories

LATEST INNOVATIONS

Tea Pyramids

Lipton Sun Tea

Lipton Tea&Honey

•LIPTON is the Key Player in the market worldwide • 2nd behind Coca

Cola in consuming

•Ice tea in Greece is distributed by Unilever and PepsiCo-ΗΒΗ

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LIPTON TEA&HONEY

Every package contains:

8 sachets of powder tea

natural and tasty ingredients

honey

only 5 calories

with

1 sachet500ml

bottle of water

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OPPORTUNITY FOR MARKET

GIVES CONSUMERS AN OPPORTUNITY TO:

1. Enjoy their favorite natural flavored tea

2. On the go

3. Any place, any time

4. Carrying only the powder sachet and a 500ml bottle of water

5. Without gaining any pounds.

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TARGET GROUP25-34 years old

Health conscious

people

Soft drink consumers

Life embracers

Active women

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WHAT CONSUMERS WANTS:

New and

innovative

products

Products which provide satisfac

tion

MAIN FACTOR

Supply and demand relationship

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MARKET DATA FOR LIPTON TEA

Powder tea5%

Leaf Tea41%

RTD54%

2012

STATISTICS

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Increased at about 31.1%

Powder1.5M€ Powder2.0M€

Decreased at about 4.14%

Leaf Tea11.8M€ Leaf Tea11.3M€Decreased at about 7.75%

RTD18M€ RTD16.7M€

2011 VS 2012BASED ON YTD STATISTICS

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COMPETITIONCOCA-COLA 3E A.E.•2nd place in bottling of Coca-Cola worldwide•28 countries•Need satisfaction of 550.000.000 consumers

Fizzy drinks and not

Energy drinks

water

Juices and beverages e.g. tea like Nestea

ΕΨΑ Α.Ε.•New investments that increase bottling production (20.000 per hour)•Product distribution in all places of Greece•New sales departments all the time•PET bottle•Green Tea with Pomegranate and sour cherry

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COMMUNICATION OBJECTIVEOUR AIMS

Awareness Information Persuasion

Build a brand image

Credibilitycultivation

Sales

Able to tacklecompetition

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Communication StrategyIDEAS

Smart promotion on different kiosks

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Offering samples on the beach, emphasizing on beach sports’ events

Cocktails with delicious taste and low calories

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Café

Served in the same way as hot tea in winter

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The eventLipton presents the new product!

The concept

“Tea&Honey DIY”

Jugs of iced water

Empty glasses

Tea&Honey sticks for every one

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The sponsorship

Sponsor the “RACE FOR THE CURE” by “ALMA ZOIS”, the Hellenic organization for women with breast cancer.

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Web activity

Website creation which will give the opportunity to a user to:

•Enter a particular code and take part in a draw for a gift

•Get instructions on how to organise a tea party for two or more

•Upload photos and estimate the whole party procedure

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