Marketing Plan for Lipton Green Tea in Sri Lanka

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)