Customer Experience

Customer Experience

Contents
INTRODUCTION.....................................................................................................................................3
MAIN BODY.............................................................................................................................................3
TASK1........................................................................................................................................................3
What the Lipton is and where it stands in its market...............................................................................3
TASK2........................................................................................................................................................4
Key customers by frequency of use and by key demographics................................................................4
TASK3........................................................................................................................................................5
Relevant attitudes of customers that can be used to define to the brand and to customer services in
general.....................................................................................................................................................5
TASK4........................................................................................................................................................6
Statements that can be used to identify what the brand says about customer service...................................6
TASK5........................................................................................................................................................6
TASK6........................................................................................................................................................7
Critically assess these against models and theories..................................................................................7
TASK7........................................................................................................................................................8
Recommendations to improvisation........................................................................................................8
CONCLUSION..........................................................................................................................................8
REFERENCES..........................................................................................................................................9
Books and journals:.................................................................................................................................9

INTRODUCTION
Delivering a customer experience is extremely vital for any business. When customers
have better experience, the company will receive more repeat custom and positive feedbacks
while at the same time the company will focusing on reducing the chances of customer
complaints and returns. This report is based on the Lipton which is a British brand of tea;
possessed by the Unilever (Buhalis, D. and Sinarta, Y., 2019). It was a supermarket chain in the
UK but it was took over by Argyll Foods and after such happening the company sold tea. The
brand was discovered by Thomas Lipton in 1890. Pepsi Lipton International sold the ready to
drink product of Lipton. Unilever and PepsiCo both companies owned the Lipton brand.
MAIN BODY
TASK1
What the Lipton is and where it stands in its market.
Lipton is one of the major icons in Unilever global foods portfolio and it is known as
biggest selling brand of tea. As it serves tea based drinks which includes leaf tea, ready to drink
iced tea and infusions. The brand has a partnership with Unilever and PepsiCo. The market of the
brand addresses the growing demand for high quality product; also as reasonably priced product.
Lipton plays the role of an energetic brand that targets to redefine the meaning of tea in people's
lives. Its strength is that it provides great taste, aroma color and flavor.
Boston Matrix for Lipton:
Boston matrix is a well-known tool which is created by Boston Consulting Group; used
in marketing of product and business strategy. This model helps many companies such as Lipton
to analyze their portfolio of business and brands. This matrix classified the products into 4
different areas based on market share and market growth (Gaudenzi, B., Confente, I. and Russo,
I., 2020). BCG matrix is not a new phenomenon but in the dynamic digital scenario it serves
meaning and application on marketing strategy will help in the continuous development.
Star:
 The star in the BCG matrix is financial service strategic business unit. Lipton works in a
market where it shows future potential. SBU serves a sufficient amount to Lipton’s
income. Hence, it will help to earn more profit as this unit has its potential.
 The Lipton product generates an extensive amount of sales amongst its portfolio of
product. Consumer's demand for this product is high which shares market potential.
Cash Cows:
 Cash cow in the BCG matrix of brand is supplier management service strategic business
unit. The market share of Lipton is high but whole market is diminishing as many
businesses manage their suppliers by their own rather than outsourcing it.
 Lipton has its strength to encourage the market; therefore it should invest more in
research and development so that their product could be modified and innovated. This