Comprehensive Marketing Plan for Lipton Green Tea in Sri Lanka

This presentation outlines a marketing plan for Lipton Green Tea in Sri Lanka. It begins with an introduction to the brand and its product offerings, followed by a situational analysis using SWOT and PESTLE frameworks. The presentation then defines marketing objectives, market segmentation strategies (demographic, geographic, and psychographic), and the marketing mix (product, price, place, and promotion). The product strategy focuses on premium quality, the pricing strategy suggests penetration and economic pricing, the place strategy emphasizes direct selling and retail, and the promotion strategy highlights electronic and social media. The plan also includes implementation and control mechanisms, covering financial and marketing controls, responsibilities, and various approaches like market share and sales analysis. The presentation concludes by summarizing the key strategies and recommendations for Lipton's success in the Sri Lankan market, supported by references.

Slide 1: Title page
Slide 2: 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. This organization offers wide verities of teas for

different personality or taste of consumers like Black tea, white tea, green tea, Oolong tea,
Infusions and fruit tea, rooibos, green tea, and chai tea.
Slide 3: 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.
Slide 4: SWOT Analysis

From the above analysis, it is analyzed that there are many strengths of Lipton Green tea like
the Positive brand image, higher market share, Lower operational cost, and Presence in the
established distribution networks in both rural as well as urban. It could be effective to obtain
higher competitive benefits. The positive brand image of the company could provide an
opportunity to the enhancement in the numbers of consumers towards the products and
services of the organization. Sri Lanka could lead the organization to enhance their revenue
in limited resources. Apart from this, there are also some weaknesses of Lipton green tea like
lower export levels, lower scope to spend in the technology, higher price, strong direct and
indirect competition as it could create threaten for the organization to sustain their position in
the marketplace. These weaknesses could create threaten for the company towards the
demand for products and services in Sri Lanka.
Side 5: 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. Consequently, the organization would be capable to
analyse their consumers, business environment, and capabilities. In this, the organization
could use the SWOT analysis method for evaluating the internal condition of Lipton while
PESTLE will be used to examine the external situation of the firm. The Lipton has a Positive
brand image and higher market shares that lead to the organization to enhance the number of
consumers towards products and services of the firm. The market share of Lipton is 43% as
compared to their competitors hence organization would be capable to obtain positive
responses from the marketplace.
Slide 6: Cont…

From the above analysis, it is analysed that there are many strengths of Lipton Green tea like
the Positive brand image, higher market share, Lower operational cost, and Presence in the
established distribution networks in both rural as well as urban. It could be effective to obtain
higher competitive benefits. The positive brand image of the company could provide an
opportunity to the enhancement in the numbers of consumers towards the products and
services of the organization. Lipton could be capable to enhance their revenue in limited
resources. Apart from this, there are also some weaknesses of Lipton green tea like lower
export levels, lower scope to spend in the technology, higher price, strong direct and indirect
competition as it could create threaten for the organization to sustain their position in the
marketplace. These weaknesses could create threaten for the company towards the demand
for products and services in Sri Lanka (Cook, 2002)
Slide 7: Marketing Objectives

Marketing objectives are goals determined by the business at the time of promoting their
products and services to consumers as it should be accomplished within the specified time
period (Agnihotri, et al., 2016). The following objectives will be used by the Lipton to obtain
higher revenue by Green tea in Sri Lanka. Lipton should use many electronic promotional
techniques to meet their marketing objectives like YouTube, Facebook, SEO, Intagram and
twitter.
 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
Slide 8: Market segmentation
STP is used to spread awareness about target products and services among the huge amount
of consumers. It enables the organization to make a clear outline about products and services
before manufacturing the products and services (Smith, 2016). Lipton should target the

marketplace on the basis of demographical, geographical, and psychographic factors for
offering Green tea In Sri Lanka. In the geographical factor, Lipton will target the urban area
of Sri Lanka to deliver their Green tea. Under the demographical factor, Lipton will segment
their market by considering gender, age, and income. Lipton will select 15-60 age groups of
people to deliver the Green tea. Moreover, it also targets female as well as male because this
product could be imperative for both male and female. This organization will target upper,
lower uppers and upper middles of people of the consumers. On the basis of a psychological
factor, Lipton will select those consumers who believe in having the healthy products and
services.
Slide 9: 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. There are four factors that are
considered in the marketing mix like price, place, product, and promotion (Järvinen and
Karjaluoto, 2015).
Product Strategy
The Lipton Green tea will deliver premium quality to their specified consumers as compared
to their market player. This product is loaded with antioxidants and nutrients as it could
positively impact on the body of people (Kowalkowski, et al., 2015). There are certain
benefits that could be obtained by having Green tea like fat loss, lower risk of cancer, and

improved brain function. Lipton green tea is created only for health-conscious people upper
medium level hence it offers green tea at high prices.
Price Strategy
Lipton should use the penetration pricing and competitors approach oriented for enchasing
the number of consumers towards the green tea of firm. Through this strategy, Lipton could
set their product prices at a reasonable marginal cost as compared to their key market players.
Economic pricing strategy assists the organization to persuade potential consumers and
enhance their share in limited time and cost (Canniford and Bajde, 2015). The real
manufacturing cost of Lipton Green tea is less than the other brands due to the availability of
cheap labor. Hence, it is analyzed that the company should use the economic pricing strategy
to produce higher revenue.
Place Strategy
The place strategy is an effective marketing approach for enhancing demand of consumers.
Through this method, the organization could create ways of evaluating and reflect the exact
area wherein the consumer reaches at the salesperson (Baker, 2016). Furthermore, Lipton
could sell their Lipton Green Tea in many different areas of urban area in Sri Lanka. The
organization could sue the direct selling approach by which salespeople of the company
could directly meet and talk to their potential consumers. Lipton could use telemarketing
wherein Lipton could take orders of Green tea by email and phone. Besides this, Lipton could
sell their goods in retail shops. These methods could support the Lipton to get a higher
amount of the profit in the least time and cost.
Promotion Strategy
Lipton green tea will be simply promoted in SriLanka caused of their biological status.
Moreover, Lipton could promote their Green tea by considering different electronics sources
like newspaper, print media, television, billboards, radio, and magazines. In the recent
business scenario, consumer believes in using social media for purchasing any goods,
therefore, Lipton could imply this strategy to promote their green tea in the market of Sri
Lanka. There are certain sources that could be used by many modes likeYouTube, Twitter,
and Facebook (Homburg, et al., 2017).
Slide 10: Implementation and control

Implementation and control
Under Implementation and control system, Lipton will be capable to examine the preference
of different organizational resources such as financial, human, and physical. It supports to
examine strategies that would be implemented in the business process.
Review and understand all elements of the plan
Under this stage, top management of the organization will determine certain factors like
marketing objectives, core values of the organization, products features, target market, target
people, and KPIs (Baker, 2016). It could be effective to obtain higher profit from green tea.
Develops an activity list for the 1st Six months
This is the second stage by which Lipton make activities list as it will be accomplishing in
upcoming six months like market research, target audience, marketing goals, marketing
communication approaches, and marketing budget. It will support to influence a huge amount
of the consumers.
Communicate the plan for execution
Under this method, Lipton discusses the plan with their subordinates for getting their
feedback about the products and services of green tea. There are certain methods that could
be used by top management of the company like email method and direct meeting (Homburg,
et al., 2017). It could support organization to communicate the plan for their subordinate for
executing plan into the market.
Stay committed to the Plan
Under this method, the organization determines feasible decision with respect to the product
plan. Each member of Lipton stays committed to a developed plan for getting higher success
in the least time from Green tea.
Slide 11: Cont

Types of control
An organization will use two kinds of methods to control the operational process of the
products and services like financial control and marketing control method. The financial
control enables to examine the outflow and inflow of the cash while the marketing control aid
to examine the marketing activity of products (Baker, 2016).
Responsibilities
The human resources department, marketing, finance, and research and development
department will give responsibilities for operating business activities and get positive
responses in the limited period (Homburg, et al., 2017).
Marketing objectives
Following marketing objectives will be practiced by the organization:
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
Types of approaches
There are certain approaches that will be considered by Lipton to control their business
processes like Market share analysis, Sales analysis, Quality controls, and Marketing
research.
Slide 12: Conclusion

From the above discussion, it can be concluded that Lipton could use the marketing mix
strategies to promote their products among the huge amount of the consumers. It can be
summarized that the company evaluates the internal and external environment of the firm by
considering PESTLE and SWOT to understand the actual situation of the company. It can be
concluded that the company could also use STP technique to determine their, market, target,
and competition level.
Slide 13: References

Slide 14 Cont…