Marketing Plan for Lipton Green Tea in Sri Lanka

This marketing plan outlines the strategies for Lipton to increase sales and market share of their green tea in Sri Lanka. It includes a situational analysis, market segmentation, marketing mix, and implementation and control plan.

S T U D E N T I D :
MARKETING PLAN

INTRODUCTION
• COMPANY BACKGROUND
• Lipton is a British tea brand, owned by organization
Unilever and operates by Dylan Wong.
• Lipton offer verities of tea to their potential as well
as existing consumers.
• The organization is named after their founder
Thomas Lipton.
• It offers many kids of teas like Black tea, white tea,
green tea, Oolong tea, Infusions and fruit tea,
rooibos, green tea, and chai tea.

CONT…
• PRODUCT AND SERVICES
• The company is selected Green tea for health-
conscious people of Sri Lanka.
• RESEARCH AND SOURCES OF EVIDENCE
• Secondary sources will be used by the Lipton to
access the market condition.
• ASSUMPTION AND LIMITATION
• The marketing manager will select 50 consumers
to collect their opinion and views towards green
tea. This marketing plan will be required more
time and higher cost in market research.

SWOT ANALYSIS
Strengths
• Positive brand image
• Higher market share
• Lower operational cost
(Chernev, 2018).
• Presence in the established
distribution networks in
both rural as well as urban
(Brassington, and Petti,
2006).
Weakness
• Lower export levels
• Lower scope to spend in the
technology (Baker and
Saren, 2016).
• Could not be reasonable by
each consumer of Srilanaka
• Strong direct and indirect
competition
Opportunities
• Enhancement in the number
of health conscious people
• Untapped rural marketplace
• Rising income levels (Philip,
2017).
Threats
• Tax and regulatory structure
• Slowdown in the demand of
rural consumer (Cook, 2002)

2.0 SITUATIONAL ANALYSIS
• The situation analysis is an important concept for
the mangers of Lipton to evaluate the external as
well as internal atmosphere.

CONT…
Strengths
• Positive brand image
• Higher market share
• Lower operational cost (Chernev, 2018).
• Presence in the established distribution
networks in both rural as well as urban
(Brassington, and Petti, 2006).
Weakness
• Lower export levels
• Lower scope to spend in the technology
(Baker and Saren, 2016).
• Could not be reasonable by each
consumer of Srilanaka
• Strong direct and indirect competition
Opportunities
• Enhancement in the number of health
conscious people
• Untapped rural marketplace
• Rising income levels (Philip, 2017).
Threats
• Tax and regulatory structure
• Slowdown in the demand of rural consumer
(Cook, 2002)

3.0 MARKETING OBJECTIVES
• To increase the sales of the company by 65% in the
next 12 months
• To grow market share by 35% in next 12 months
• To improve online presence by 25% within 12
months

4. 0 MARKET SEGMENTATION
Segmentation Profile 1 Profile 2 Profile 3
Geographic Country- (Sri Lanka) Area (Urban) Atmosphere-
(Northern,
Southern)
Demographic Age (15 to 60 age
group of people)
Gender (Male and
Female)
Income (more than
30,000)
Psychographic Social class (upper,
lower uppers and
upper middles)
Attitude (health
conscious)
Personality
(Adventurous)

5.0 MARKETING MIX
• The marketing mix is used as the marketing
techniques that the organization uses to pursue
their marketing objectives in the specified time
and cost.
• The following factors are consider in the
marketing mix:
• Price
• Place
• Product
• Promotion (Järvinen and Karjaluoto, 2015).

6.0 IMPLEMENTATION AND CONTROL
• IMPLEMENTATION
• REVIEW AND UNDERSTAND ALL ELEMENTS OF THE PLAN
• DEVELOPS ACTIVITY LIST FOR THE 1ST SIX MONTHS
• COMMUNICATE THE PLAN FOR EXECUTION
• STAY COMMITTED TO THE PLAN

CONT…
• TYPES OF CONTROL
• RESPONSIBILITIES
• MARKETING OBJECTIVES
• TYPES OF APPROACHES

CONCLUSION
• it can be concluded that Lipton could use the
marketing mix strategies to promote their
products among huge amount of the consumers.
• It can be summarized that company evaluates
the internal and external environment of the firm
by considering PESTLE and SWOT to understand
the actual situation of company.
• It can be concluded that company could also use
STP technique to determine their, market, target,
and competition level.

REFRENSES
• REFERENCES
• Aghazadeh, H., 2015. Strategic marketing management: Achieving
superior business performance through intelligent marketing
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• Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media:
Influencing customer satisfaction in B2B sales. Industrial Marketing
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• Baker, M.J., and Saren, M. eds., 2016. Marketing theory: a student
text. USA: Sage.
• Baker, M.J., 2016. What is marketing?. In The Marketing Book (pp. 25-
42). UK: Routledge.
• Brassington, F. and Petti, S (2006) Principles of marketing, 4th Ed,
Prentice-Hall.
• Canniford, R. and Bajde, D. eds., 2015. Assembling consumption:
Researching actors, networks, and markets. UK: Routledge.

CONT…
• Chernev, A., 2018. Strategic marketing management. USA: Cerebellum Press.
• Cook, S., (2002) Customer care Excellence, 4th Ed, Kogan Page.
• Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward implementing an
evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), pp.377-401.
• Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance
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• Martín-de Castro, G., 2015. Knowledge management and innovation in knowledge-based and high-tech
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• Philip.; Keller Kotler (Kevin Lane.; Ang, Swee-Hoon.; Tan, Chin-Tiong.; Leong, Siew Meng), 2017. Marketing
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• Scarborough, N.M., 2016. Essentials of entrepreneurship and small business management. USA: Pearson.
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• Unilever Sri Lanka., 2018. About us. [Online] Available at: https://www.unilever.com.lk
/news/press-releases/2018/unilevers-commitment-to-sustainability-recognized-at-csr-leadership-awards-20
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(accessed at: 31 July 2018)