Opportunities and Threats to Unilever Canada's Pure Leaf Lemon Ice Tea

This report assesses the opportunities and threats facing Unilever Canada's Pure Leaf Lemon Ice Tea in the Canadian market. It identifies key threats such as the presence of established tea brands with aggressive marketing strategies and the challenge of establishing brand positioning. Opportunities include Canada's high tea consumption rate and the potential to gain market share through effective marketing. The report also discusses Pure Leaf's positioning strategy, emphasizing its use of natural ingredients and unique taste compared to competitors like Lipton, Arizona, and Snapple. Pure Leaf and Snapple share a significant market share by focusing on natural ingredients, differentiating themselves from other ice tea brands. Desklib provides access to this report and other solved assignments for students.

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

provides a delicious and delicate taste to its customers. Lipton, Arizona, Snapple, Gold Peak, etc.
are some of the big brands of ice tea in Canadian market (Svab, 2018).
Pure Leaf has made its effective as well as unique presence in the Canadian market in terms of
ice tea because they does not use artificial flavours or any type of preservatives. This has helped
the organization to make their ice tea tastes different from the other ice tea brands. With regards
to the ice tea market, Pure Leaf and Snapple share the equal market share. Snapple also uses
natural ingredients to make their ice tea better from other companies and this has helped both the
ice tea brands to enhance their market value in terms of other ice tea brands.

References
CISION. (2016). Pure Leaf® Iced Tea Expands Portfolio with Super-Premium Organic Line
- Pure Leaf Tea House Collection [online]. Retrieved from:
https://www.prnewswire.com/news-releases/pure-leaf-iced-tea-expands-portfolio-with-
super-premium-organic-line--pure-leaf-tea-house-collection-300212403.html
Svab, P. (2018). What’s the Best Iced Tea in Your Supermarket? We Know the Answer
[online]. Retrieved from: https://www.theepochtimes.com/whats-the-best-iced-tea-in-
your-supermarket-we-know-the-answer_1984184.html
Unilever Canada. (2018). About [online]. Retrieved from: https://www.unilever.ca/about/