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Lipton tea can do that.

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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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