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Lipton tea can do that.

Lipton tea can do that. LIPTON QUALITY MELLOW. Marketing Plan. Vanilla. Group 1. Vanilla. Outline. Brief introduction of our marketing plan Brief introduction of our products Major competitors & marketing objectives Target market Marketing mix – 4 Ps. Marketing plan.

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Lipton tea can do that.

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  1. Lipton tea can do that.

  2. LIPTON QUALITY MELLOW Marketing Plan Vanilla Group 1 Vanilla

  3. Outline • Brief introduction of our marketing plan • Brief introduction ofour products • Major competitors & marketing objectives • Target market • Marketing mix–4Ps

  4. Marketing plan • Unilever foods (China) – Branches in Guangzhou • First three months of 2012 • Guangzhou

  5. 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

  6. Major competitors • Nestle (雀巢) • XiangPiaoPiao (香飘飘) • u.loveit (优乐美)

  7. Introduction phase Marketing objectives Sales volume Customer awareness Customer loyalty Market share Further marketing campaigns Customer base

  8. Quick meals • Alternatives of coffee • 3. Convenient beverage • 4.petit bourgeoisie lifestyle(小资情调) 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 • Quick breakfasts • 2. Convenient beverage • 3. A fashionable image

  9. 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

  10. Product differentiation Four exotic（异国风情的）flavors • 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

  11. Pricing • Objective – sales-oriented (introduction) • Strategies – fast skimming strategy • Odd pricing – RMB 4.9 • Multiple-unit pricing

  12. suppliers Place convenience & prestige convenience stores vending machines supermarkets virtual stores hypermarkets end customers

  13. Promotion • Strategy: pull strategy -- customers • Promotion mix { Advertising Sales promotion

  14. Media of advertising Advertising • TV – commercials -- GDTV & TVB • Direct mail – E-mails • Internet – shopping websites & video websites portals & social networking websites • Outdoor – posters & electric displays • Transportation – buses

  15. Sales promotion 1 Exotic styles French British Japanese Taiwan • Time: January, February, March of 2012 • Scene: hypermarkets, supermarkets, convenience stores Activities: • Points – of – sales displays • Sampling -- temporary counters & salesgirls • Premium – 4 units + a well-designed cup / teaspoon

  16. Romantic Valentine’s Day Enjoy A romantic trip to Paris & LIPTON QUALITY MELLOW 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: • DIY their own milk tea -- 20 pairs of lovers • Free milk tea & cookies -- participants • Tickets for an oversea trip -- winners

  17. Thank you ! Q & A

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