Lipton Tea Case Study

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Executive Summary This diverse media plan is anticipated to reach out to Lipton tea current target market and help Lipton tea to remerge back into the young age group market, which include both male and female, ages 18-39. The campaign’s mediums will focus primarily on print Ads. Most of the research found points to the dominance of soft drinks and coffee in the young generation market. With Lipton tea having difficulties staying in this market since the1990’s, their main competition will be Soft drinks Company as coke-cola and another famous tea producer Nestle. The target audiences for this media plan are young consumers who used to non-traditional media. The creative portion of this plan will cater towards the traditional thinking of tea drinking habits. It will bring Lipton tea to their level of superior quality. In order to successfully reach our target market, our main focus for promotion will be surrounded print ads only, full color page inset in magazines as(Magazine name…) … Situation Analysis Industry background The Unilever Group is one of the world’s leading suppliers of fast-moving consumer goods. Their Lipton brand is a leader in the US market, besides having a significant global presence. For over a century, Lipton has been dominating the world tea market with the company’s tea-based drinks including leaf tea, infusions and ready-to-drink tea. As Lipton is a part of the Unilever global consortium, the company ensures that its tea producing farms do not only yield high-quality product but also protect and improve the natural environment and livelihood of workers and local communities. In 2005, the tea industry reached the $1.7 billion category and it is expected to continue growing indefinitely. Market analysts believe the tea industry will continue to boom and is not expected to reach

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