Marketing Plan for Lipton Black Tea in Australian Market

Running head: BUSINESS MARKETING
BUSINESS MARKETING
Name of the Student
Name of the University
Author Note

BUSINESS MARKETING
1
Table of Contents
1.0 Introduction..........................................................................................................................2
2.0 Background of Company & Product:...................................................................................2
3.0 Situation Analysis:...............................................................................................................2
3.1 PESTEL Analysis of Australia:.......................................................................................2
3.2 SWOT Analysis:..............................................................................................................4
3.3 Marketing Objectives:......................................................................................................5
3.4 Target Market:..................................................................................................................6
3.5 Consumer behaviour:.......................................................................................................7
3.6 Marketing strategy:..........................................................................................................7
3.7 Boston Consulting Group Model:....................................................................................9
3.8 Product Life Cycle- Lipton Black Tea...........................................................................10
4.0 Positioning map or Perceptual mapping of Lipton Black Tea...........................................11
5.0 Conclusion..........................................................................................................................11

BUSINESS MARKETING
2
1.0 Introduction
This marketing plan is prepared with the aim of improving market share of Lipton
Black Tea in Australian market. PESTEL and SWOT analyses have been performed as part
of marketing plan, which helped the researcher to understand the current standing of this
brand in the market place. Along with these two models, the researcher further talked about
4Ps, BCG matrix, and product life cycle. At the end, the researcher has provided a summary
of the marketing plan of Lipton Black Tea.
2.0 Background of Company & Product:
The British brand tea was under the flagship brand, Unilever. The company, Pepsi
Lipton International, which is collaboratively owned by PepsiCo and Unilever, sells the
ready-to-drink tea of Lipton (Unilever.com 2019). Main brands of Lipton include Lipton Iced
Tea and Lipton Yellow Label. The market share of Lipton in the United States is 26.5
percent. In 2010, Lipton had 26 percent of market share in Australia (Smh.com.au 2019). In
the year 2015, the market share of Lipton decreased to 21 percent because of the competition
from Twining.
3.0 Situation Analysis:
3.1 PESTEL Analysis of Australia:
Political Factors:
Australia has a transparent political system, which reflects trust and responsibility
amongst the citizen. Australia is associated with various institutes such as G20, World Trade
Organization, Commonwealth of Nations and OECD. Australia has a stable political business
environment by providing confidence and assurance for the investors.

BUSINESS MARKETING
3
Therefore, the segment of Lipton Black Tea can utilize the opportunity of supportive
government and business opportunities for improving the presence in Australia.
Economic Factors
Australia is considered as the land of companies and investors’ region. The country
holds 13th position for having the largest economy in the world. In the year 2017, the
economy of the country grew by 2 percent. The household income of Australia grew in the
year 2018, by 33,716.241 USD from the year 2016 with value 30,851.242 USD. The country
is heavily dependent on import activities from basic to complex products. Mostly Black Tea
is produced in Australia and a minimal quantity of green tea in Victoria.
Therefore, the factors like increasing economy, household income and employment
rate will be positive for the company for targeting the consumption of household and working
organizations. Lipton can accept the opportunity of addressing the needs of Australian tea
drinkers by exporting tea from other countries.
Socio-cultural factors
The population of Australia till 2018 is 25 million. The average age of men is 80
years and women are 84 years. Due to the high inflow of immigrants from around the world
for educational programs and employment opportunities, Australia is regarded as a diverse
country (Emmerich et al. 2019). In a survey of Australian customer groups, the data depicted
that approximately 42 percent of consumers prefer black tea, around 30 percent prefers
English breakfast and preferability of green tea is around 23 percent.
Therefore, the diverse population and culture of Australia will have a high rate of
acceptability for different variants of cold and hot beverage from Lipton Black Tea. Strong
coffee culture and growing preferability for green tea can be a challenge. However, in the tea