Marketing Campaign for Unilever's Lipton Green Tea
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Added on  2023/06/10
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This presentation outlines Unilever's marketing campaign for Lipton Green Tea, including their 4P's strategy and target audience. The campaign aims to promote the health benefits of the product to health-conscious consumers through social media platforms like Instagram and Facebook.
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PROMOTIONAL MARKETIN G CAMPAIGN
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CHOOSE A BRAND/PRODUCT OR SERVICE SELECTED FOR CAMPAIGN Introduce the brand/product or service the brand history Explain their brand/product or service market segmentation? For this campaign, Unilever brand has been undertaken. It is one of the established consumer goods brand that are present in the UK. They deal in variety of products like food, tea, coffee, toothpaste, beauty products etc. They are present across the globe and one of largest producer of the soap in the world. For this campaign, LiptonGreenTeaoftheUnileverbrandwillbe promoted. Unilevercriticallyanalysesthevariousgroupsof customers in the market through which the can offer the productsaccordingtothedemands.Management department of the company will find the consumer and targetthemonthebasisofgeographic,demographic, psycho graphic and the behaviour of the customers. For this campaign they will analysed that group of customers who are more focused towards their health and fitness.
PriceProductPlacePromotion Unileverisoneofthe majorbrandthatserves varietyofproductsand services to their customers. ForthatpurposeLipton Green Tea is introduced for the customers who are more healthconscious.Main feature of Lipton green tea isthatithelpsinlosing weightandremovetoxic substances from the body. Itmeanstheamounta customers will have to pay inexchange of thegoods andservices.Management department of the Unilever usecompetitive pricingfor theirLiptongreenteain ordertoattractmore customers. This helps them togainleadsoverthe competitorsandhave controloverthemarket share. It can be defined as using thevariousmethodsto advertise the products and services in the market. For thiscampaignmarketing departmentwilluse varioussocialmedia platformsinorderto promote their Green Tea in the market to the health conscious customers. Itisonethemostimportant factor in the marketing mix that focus on to choosing the right distribution channel which helps in distributing the products and services in the market. Unilever in this campaign will be using effective channel through which they can deliver the products in all the areas. In this campaign theywillbegiving distributorshiptothe wholesalersfor delivering the GreenTeaproductstotheir customers. 4P’s (Brand Vision)
CAMPAIGNCONCEPTBUILD What is the aim of the campaign?Who is the audience you aim to target?What is the message you want to tell? One of the main aim of this campaign is that Unilever wanted to increase their sales by promoting their products and services in the future. They have variety of products that they are offering in to the customers. Unileverdealsinmostlyallvarietyof products and services in the market. For that their target audience is the whole market as they have the products and services for the young as well as for the old generation. But for this campaign they will be targeting that audience which are health freak and more focused towards their diet and eating routine. For that purpose they will be introducing the GreenTeainthemarkettoattractthat customers.Managementdepartmentofthe company will target that audience by telling several benefits like it helps in removing the toxic substances from the body.. In this campaign they will be going to tell about the benefits of their products the customers. Their main aim is to tell the benefits of their healthy products in the market through which they can target the consumer who are more health conscious. Inthiscampaigntheywillbetelling various benefits and advantages of drinking theirGreentea.Unilevermarketing department will convey the message to the health conscious market by telling them that it is very good for health as it helps in reducing weight and keep the body clean from inside.
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TARGETAUDIENCEFORCAMPAIGN Who is the target audience?Createaprofiletodemonstrate this •In this campaign Unilever will mainly target the health conscious consumers who preferred that type of products which have more health benefits. •They will attract more and more customers who are more conscious about the nutritional intakes in their bodies. Green tea is their main product of Unilever that they are launching in this campaign and the company will be able to target the health conscious market by telling the specifications of the product. •By promoting healthy products they will be able to easily target those groups of customers who are more focused towards their health. NameLina Age20-40 GenderMale and female PreferenceHealth Conscious people
•ThiscampaignwillbelaunchedbyInstagram platform that helps the company to promote the Green Tea product to the large number of people. •Inthiscampaignvariouspromotionsand advertisements add will be posted that helps the company to gain health conscious consumers. •Thiscampaignwillalsobelaunchedthrough Facebook by collaborating with the various brands like Tesco and Sainsbury’s. CREATE A MARKETING CAMPAIGN
•The campaign will be launched through social media sites in order to reach health conscious people like gym freaks. •Benefits of the Green Tea product will be explained to these people that are very important for them. CREATE A MARKETING CAMPAIGN
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BRANDCONNECTION •Explain how your campaign connect with the target audience? •Unileverwillchooseeffectivewaytoconnecttheir campaignwithcustomers.Marketingdepartmentofthe company will collaborate with various online platforms like Instagram,Facebook,twitteretc.whichhelpthemto connect with the lots of customers in the market. •The company will be promoting and advertising their Green Tea product through these platforms which helps them to target that audience which they have selected. •Forthiscampaigntheywillusetheseplatformsas everybody is using social media platforms which facilitates the company to easily explain the benefits of their Green Tea product to the customers.
REFLECTIVEREPORT30% •What is your BA pathway and why did you choose this ? •What was your experience studying on the foundation year? I was a student of the business management in my college.Ihavechosenthisfieldinmycollege because I have interest in the business from starting. I alwayswantedtogaintheknowledgeofthe accounting, finance, marketing etc. For that purpose I have chosen this field for my graduation. This will mainly help me in the future when I will start my business as I have the proper knowledge of how to maintain the finances in a effective manner. This subject has not only told me about practical data but also helps me to better understands the concept of ethicsandsocialresponsibility(Abbaszadehand et.al., 2019). It was a great experience as I have gained lots of knowledge and skills while studying as a business management student. At first I was not able to understand the concepts that was related to the facts and figure. In the initialdaysof my graduation, itwas very challengingfor me to understand the difficult topics and concepts. My teachers at that time helped me a lot in understanding the hard topics (Beritelli and Laesser, 2018). I was not aware about the topics that was there in my course like finance, accounting, marketing. My teacher at my foundation year helped me in understanding the basic concepts of these subjects. It was a best experience of my life because at that time I got to learn about the new subjects that I have never studies before.
REFLECTIVEREPORT30% •What went well on the foundation year?•What did you find challenging in the foundation year? When I was in foundation year of the college, I got to learn about the new subjects and the topics. These subjects has enhanced my accounting and management skills through which it facilitates me tograbthenewopportunitiesinthefuture. Teachers as well as my friends at that time helped me a lot in understanding the new concepts (Berry and Martin, 2018). At that time I make lots of new friends which help me to build my communication skills. In the foundation year I have experience so many new things as first I was not able to connect easily with the others. But slowly I have developed the skills to make friendly and healthy relations with others. I also performed on the annual day of ofthecollege.Thishelpsmetoboostmy confidenceandmotivationtowardsthenew projects in the future. I have faced various challenges in my foundation year of the college. One of the major issue I have faced is that it was completely new environment and new place for me. It was very difficult for me in the initial time to adjust in that environment (Huertas and Lalicic, 2020). I literally know nobody in the college and it was very challenging for me to stay there with the new people around. Another challenge that I have faced in my foundation year of the college is that new subjects that I have never studied. It as very difficult for me to understand the new topics and concepts. I faced very much difficulty in doing theassessmentsandthe projectsthatwere relatedtothe accounting and financing. For the first time I was making the reportsontheaccountingandfinanceanditwasvery challenging for me at that time to complete the reports on time.
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REFLECTIVEREPORT30% •What areas do you need to improve on having studied in the foundation year? In some of the factors I was lack in the foundation year of my college. As I was not able to effectively communicate with my teachers as well as with the students who were with me at my class. Whenever I faced difficulties in understanding a particular topic I was not able to tell my teacher. This is the area I should have to put more focus on while studying in the foundation year. I was not able to ask the questions effectively from my teachers in the class. Another main problem that I have faced in my college is that I was not able to make the reports effectivelythatcanhelpsmetoachievethegoodgradesinthe examinations (Briana, 2022). On this area I should have to put more pressure in order to get good marks in examinations.
REFERENCE •Hutchins, J. and Rodriguez, D.X., 2018. The soft side of branding: leveraging emotional intelligence.Journal of Business & Industrial Marketing. •Jelinek, J.S., 2018. Art as strategic branding tool for luxury fashion brands.Journal of product & brand management. •Kishore Babu, B. and Rao, N., 2018. Pharmaceutical Branding Strategies and Communication.International Journal of Pure and Applied Mathematics,118(18), pp.1209-1220. •Owoche, P.O., 2019.Online hotel branding based on the dialogic principles of internet communication(Doctoral dissertation, KIBU). •Sampaio, A.D.O. and Andrade, J.G., 2022. Place branding, digital communication, and citizenship.