Promotional Marketing Campaign for Unilever's Lipton Green Tea

This report details a promotional marketing campaign undertaken for Lipton Green Tea, a product of Unilever. It begins with an introduction to the brand and product, followed by an analysis of market segmentation, focusing on health-conscious consumers. The report then outlines the 4Ps of the marketing mix (Price, Product, Place, Promotion), detailing how Unilever aims to position Lipton Green Tea in the market. The campaign's objectives, target audience (health-conscious individuals), and messaging are clearly defined. Furthermore, the report details the marketing strategies, including social media platforms like Instagram and Facebook, and collaborations with brands to connect with the target audience. A reflective section provides insights into the student's academic journey, experiences, and areas for improvement. The report concludes with a list of references used.

P R O M O T I O N A L
M A R K E T I N
G
C A M P A I G N

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,
Lipton Green Tea of the Unilever brand will be
promoted.
Unilever critically analyses the various groups of
customers in the market through which the can offer the
products according to the demands. Management
department of the company will find the consumer and
target them on the basis of geographic, 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.

Price Product Place Promotion
Unilever is one of the
major brand that serves
variety of products and
services to their customers.
For that purpose Lipton
Green Tea is introduced for
the customers who are more
health conscious. Main
feature of Lipton green tea
is that it helps in losing
weight and remove toxic
substances from the body.
It means the amount a
customers will have to pay
in exchange of the goods
and services. Management
department of the Unilever
use competitive pricing for
their Lipton green tea in
order to attract more
customers. This helps them
to gain leads over the
competitors and have
control over the market
share.
It can be defined as using
the various methods to
advertise the products and
services in the market. For
this campaign marketing
department will use
various social media
platforms in order to
promote their Green Tea
in the market to the health
conscious customers.
It is one the most important
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
they will be giving
distributorship to the
wholesalers for delivering the
Green Tea products to their
customers.
4P’s (Brand Vision)

C A M P A I G N C O N C E P T B U IL D
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.
Unilever deals in mostly all variety of
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
Green Tea in the market to attract that
customers. Management department of the
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.
In this campaign they will be telling
various benefits and advantages of drinking
their Green tea. Unilever marketing
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.

TA R G E T A U D I E N C E F O R C A M P A I G N
Who is the target audience? Create a profile to demonstrate
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.
Name Lina
Age 20-40
Gender Male and female
Preference Health Conscious
people

• This campaign will be launched by Instagram
platform that helps the company to promote the
Green Tea product to the large number of people.
• In this campaign various promotions and
advertisements add will be posted that helps the
company to gain health conscious consumers.
• This campaign will also be launched through
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

B R A N D C O N N E C T I O N
• Explain how your campaign connect with the target audience?
• Unilever will choose effective way to connect their
campaign with customers. Marketing department of the
company will collaborate with various online platforms like
Instagram, Facebook, twitter etc. which help them to
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.
• For this campaign they will use these platforms as
everybody is using social media platforms which facilitates
the company to easily explain the benefits of their Green Tea
product to the customers.

R E F L E C T I V ER E P O RT 30 %
• 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. I have chosen this field in my college
because I have interest in the business from starting. I
always wanted to gain the knowledge of the
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
ethics and social responsibility (Abbaszadeh and
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
initial days of my graduation, it was very challenging for 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.

R E F L E C T I V ER E P O RT 30 %
• 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
to grab the new opportunities in the future.
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
of the college. This helps me to boost my
confidence and motivation towards the new
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
the assessments and the projects that were related to the
accounting and financing. For the first time I was making the
reports on the accounting and finance and it was very
challenging for me at that time to complete the reports on time.

R E F L E C T I V ER E P O RT 30 %
• 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
effectively that can helps me to achieve the good grades in the
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.