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