Unilever's Lipton Brand: Marketing Strategy, Growth & Target Market

This presentation provides an overview of Unilever's Lipton brand, focusing on its marketing strategies, growth initiatives, and target market analysis. It covers Lipton's advertising and marketing approaches, highlighting the focus on female consumers aged 25-45. The presentation also discusses Lipton's growth strategy, including market penetration, market development, product development (coffee bags), and diversification. It identifies young adults (20-40 years) as the target market for the new coffee product. A PESTLE analysis is conducted to understand the political, economic, social, technological, legal, and environmental factors affecting the brand extension. The presentation concludes by identifying Nescafe as a key competitor and emphasizes Lipton's plan to differentiate its coffee product. The document references academic books and journals.

Principles of Marketing

INTRODUCTION
Principles of marketing are the majors which are being used to sale the goods
and services. Some promotional strategies are being used by the business and its
marketing unit so that existing products can be sold. In this power point
presentation Unilever will be taken for assessment
In this presentation major focus will be on Coverage of Lipton Brand along
with its Advertising and marketing strategy. In addition to this, Growth strategy
Lipton Brand is adopting and Identification of the proposed target market for
the new brand extension will be covered in detail.

Background of Unilever:
Unilever owns more than 400 brands through which the organisation has
the sales of €53.7 billion. Here the Brand taken is Lipton which is owned
by Unilever. Lipton is named after the owner who is Thomas Lipton. The
organisation has slogan of “Direct from the tea gardens to the teapot”

Coverage of Lipton Brand:
Lipton is a well known brand in
consumer for its quality and pricing. Lipton
has always focused on behaviour of
consumer and tried to improve its products
in the best possible way. Lipton has always
analysed that regarding the market
preference and consumption of tea and
other beverages in that particular market.
Lipton focused on an innovative brand
strategy that covered both its product and
sales as well as its brand positioning and
overall communications.

CONTINUE..
• Advertising and marketing strategy of Lipton: This company have made the strategy to cover the market is that where it has been recognised that
female of 25 to 45 years age are the one who purchase major household products. As tea is more purchased by females due to the fact that they
manage the kitchen more in the family. This strategy of the company to cover the female has enhanced the sales of the organisation to a great
extent.
• Website of Company : https://www.lipton.com/us/en/home.html

Growth strategy Lipton Brand is adopting
New product offered by the company is coffee where it is planning to come up new
coffee bags which will be helpful in more growth to the organisation. To plan the same
Lipton brand is adopting certain models and strategies which are discussed below
Ans off Matrix
Market penetration: This is the strategy which is very less risky die to the reason that
existing resources and capabilities are utilised. Here Lipton sales tea product to
existing customer services.
Market Development: Majorly the market covered will be where there is no brand
existence.
Product and development : Currently the organisation is planning to launch coffee as
its new product. This will help in growing its business and adding more to the brand
name and goodwill of the organisation.
Diversification: Here the Lipton is planning of coming up with new product and also
trying to enter in to that market area where the products are not being sold by Lipton

Identification of the proposed target market for the new
brand extension :
• In order to extend the new brand young generation people between the age
of 20 to 40 years are targeted. As the consumption of coffee is always
more with young people as in comparison to old age people and children

Key trends and PESTLE issues
To understand the brand extension idea Pestle analysis is required to be done. It will help in
knowing all the factors that will affect the new brand extension idea.
Political: Organization should launch its new product as per the nations rules and
regulations.
Economical: Pricing should be decided as per the economy of the nation. As purchasing
power affects the buying decision of people. So this factor has major affect while launching
new product in the market.
Social: This is a factor which helps in understanding regarding the taste and preference of
people in the nation.
Technological: Best technology for packaging, manufacturing, advertising should be used
while new product development. This will help in attracting maximum number of customers.
Legal: These covers all the rules and regulations which must be complied while launching
any new product in the market.
Environmental: Lipton must follow all the rules which are for betterment of environment
and future generation.

Key competition identified in the new market sector and
l Image of the Brand Extension
Lipton is coming up with its new product
which is planned to be different from
other coffee products. Major competitor
of Lipton is Nescafe which is the most
well known brand name in coffee.

Conclusion
From the above presentation it has been summarized that Lipton company
is planning of brand extension by adding coffee bags as its new product.
This will help in being strong and growing more business of the company.

REFERENCES
Books and Journals
Tanner, J. and Raymond, M., 2015. Principles of marketing. University of
Minnesota Libraries Publishing.
Loveland, K., 2015. MKTG 300-07 Principles of Marketing.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an
introduction

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