Opportunities and Threats to Pure Leaf Lemon Ice Tea - Unilever Canada

Q1 Opportunities and threats to the pure leaf lemon ice tea
Unilever Canada carries vision to double their business along with reducing their environmental
footprint in relation with increasing social and positive impact in the target market. With regards
to this, organization regularly introduces new products for targeting new customer segments.
Amongst their brands, one of the tea brands under Unilever Canada is ‘Pure Leaf’. This brand
manufactures different types of tea which has helped the organization to target different
customer segments. With regards to their tea brand, there are numerous threats and opportunity
factors which are required to be considered for further expansion of the brand in the global
market (Unilever Canada, 2018).
Threats
Presence of big tea brands such as Camellia Sinensis, Red Rose Tea, Tim Hortons, etc. and
aggressive marketing and promotional strategies used by them are known as the biggest threats
for the pure leaf ice tea brand. Apart from this, setting brand positioning amongst the customers
in front of the existing companies is another threat for the organization. Dealing with the other
marketing and business environmental challenges along with managing product offering as per
target customers’ demands and wants act as the major challenges for the organization which
affects their functionalities.
Opportunities
Canada is known as tea loving nation and consumption of tea is much high in Canada in
comparison to coffee and other substitutes of tea, thus, organization could easily set up its brand
image by differentiating its tea from the existing companies. Apart from this, acquiring market
share of the existing companies through marketing and promotional tactics (CISION, 2016).
Q2 Positioning of Pure Leaf
Pure Leaf believes in quality and with a wide range of tea, organization has stepped into
Canadian market. Their vision is to provide best things to their customers to make their
experience unique and effective. Organization serves best tea in comparison to the other tea
brands. Pure Leaf’s lemon ice tea is brewed and bottled without using any powders which