Lipton tea can do that. Lipton tea can do that.
Mar 29, 2015
Lipton tea can do that.Lipton tea can do that.
LIPTON QUALITY MELLOW
Marketing Plan
Group 1Vanilla
Outline
• Brief introduction of our marketing plan• Brief introduction of our products• Major competitors & marketing objectives• Target market• Marketing mix – 4Ps
Marketing plan
• Unilever foods (China) – Branches in Guangzhou
• First three months of 2012
• Guangzhou
LIPTON QUALITY MELLOW
• Name: LIPTON QUALITY MELLOW ( 立顿绝品醇 )
• Owner: Lipton Tea• Launch time: September 15th, 2010• Category : bottled instant milk tea drink ( 速溶杯装奶
茶 )
• Type: convenience goods• PLC: introduction phase
Major competitors
• Nestle ( 雀巢 )
• XiangPiaoPiao ( 香飘飘 )
• u.loveit ( 优乐美 )
Marketing objectives
Customer awareness
Customer loyalty
Customer base
Sales volume
Market share
Further marketing campaigns
Introduction phase
Target Market
Segment 1: white collar workers
Age: 25 – 35
Income : above 3000
Gender: female & male
Resident in: Guangzhou
Segment 2: middle school students
& college students
Age: 14 – 25
Gender: female & male
Resident in: Guangzhou
1. Quick meals
2. Alternatives of coffee
3. Convenient beverage
4.petit bourgeoisie lifestyle( 小资情调 )
1. Quick breakfasts
2. Convenient beverage
3. A fashionable image
Product• Type: convenience goods• Characteristics -- quality guarantee
• Tea expert – Lipton Tea• 100 % natural offering – plantations (种植园) around the world
• Nontoxic & Healthful• only pure, natural ingredients• no preservatives & colorings • no high fructose corn syrup -- HFCS (果糖玉米糖浆 )
Product differentiation
• Flavor
• French-style Mix Berry Milk Tea 法式风情莓果奶茶• Japanese-style Matcha Milk Tea 日式抹茶奶茶• Taiwanese-style Oolong Milk Tea 台式冻顶乌龙奶茶• British-style Royal Milk Tea 英式皇家风情奶茶
• Packaging & Design• Brand name – guarantee of quality
Four exotic (异国风情的) flavors
Pricing
• Objective – sales-oriented (introduction)
• Strategies – fast skimming strategy• Odd pricing – RMB 4.9• Multiple-unit pricing
Place
suppliers
end customers
hypermarkets
supermarkets
convenience stores vending machines
virtual stores
convenience&
prestige
Promotion
• Strategy: pull strategy -- customers
• Promotion mix
Advertising
Sales promotion{
Advertising
• TV – commercials -- GDTV & TVB
• Direct mail – E-mails
• Internet – shopping websites & video websites portals & social networking websites
• Outdoor – posters & electric displays
• Transportation – buses
Media of advertising
Sales promotion 1
• Time: January, February, March of 2012• Scene: hypermarkets, supermarkets,
convenience stores
Activities:
1. Points – of – sales displays
2. Sampling -- temporary counters & salesgirls
3. Premium – 4 units + a well-designed cup / teaspoon
Exotic styles
French British
JapaneseTaiwan
Sales promotion 2
• Time: 19:30-21:30 February 14th, 2012• Scene: Grandview Square (正佳广场 )• Name: “YOUR CUP OF TEA”• Holder: Unilever foods (China)
• Activities:1. DIY their own milk tea -- 20 pairs of lovers2. Free milk tea & cookies -- participants3. Tickets for an oversea trip -- winners
Romantic Valentine’s Day
Enjoy
A romantic trip to Paris &
LIPTON QUALITY MELLOW
Thank you !
Q & AQ & A