lipton tea&honey final project
DESCRIPTION
TRANSCRIPT
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TEAM 4G•Zarda Myrsini•Sopasoudaki Eirini•Kouboura Georgia•Pappa Stella
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LIPTON TEA
•First tea discovered by Chinese Emperor Shen Nung in 2737 B.C.
Thomas Lipton: 1.created a grocery chain in Scotland 2.founded the first teashop in Glasgow in 1871
BUT
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TODAY
LIPTON PRODUCTS
•9 tea categories
LATEST INNOVATIONS
Tea Pyramids
Lipton Sun Tea
Lipton Tea&Honey
•LIPTON is the Key Player in the market worldwide • 2nd behind Coca
Cola in consuming
•Ice tea in Greece is distributed by Unilever and PepsiCo-ΗΒΗ
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LIPTON TEA&HONEY
Every package contains:
8 sachets of powder tea
natural and tasty ingredients
honey
only 5 calories
with
1 sachet500ml
bottle of water
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OPPORTUNITY FOR MARKET
GIVES CONSUMERS AN OPPORTUNITY TO:
1. Enjoy their favorite natural flavored tea
2. On the go
3. Any place, any time
4. Carrying only the powder sachet and a 500ml bottle of water
5. Without gaining any pounds.
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TARGET GROUP25-34 years old
Health conscious
people
Soft drink consumers
Life embracers
Active women
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WHAT CONSUMERS WANTS:
New and
innovative
products
Products which provide satisfac
tion
MAIN FACTOR
Supply and demand relationship
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MARKET DATA FOR LIPTON TEA
Powder tea5%
Leaf Tea41%
RTD54%
2012
STATISTICS
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Increased at about 31.1%
Powder1.5M€ Powder2.0M€
Decreased at about 4.14%
Leaf Tea11.8M€ Leaf Tea11.3M€Decreased at about 7.75%
RTD18M€ RTD16.7M€
2011 VS 2012BASED ON YTD STATISTICS
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COMPETITIONCOCA-COLA 3E A.E.•2nd place in bottling of Coca-Cola worldwide•28 countries•Need satisfaction of 550.000.000 consumers
Fizzy drinks and not
Energy drinks
water
Juices and beverages e.g. tea like Nestea
ΕΨΑ Α.Ε.•New investments that increase bottling production (20.000 per hour)•Product distribution in all places of Greece•New sales departments all the time•PET bottle•Green Tea with Pomegranate and sour cherry
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COMMUNICATION OBJECTIVEOUR AIMS
Awareness Information Persuasion
Build a brand image
Credibilitycultivation
Sales
Able to tacklecompetition
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Communication StrategyIDEAS
Smart promotion on different kiosks
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Offering samples on the beach, emphasizing on beach sports’ events
Cocktails with delicious taste and low calories
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Café
Served in the same way as hot tea in winter
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The eventLipton presents the new product!
The concept
“Tea&Honey DIY”
Jugs of iced water
Empty glasses
Tea&Honey sticks for every one
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The sponsorship
Sponsor the “RACE FOR THE CURE” by “ALMA ZOIS”, the Hellenic organization for women with breast cancer.
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Web activity
Website creation which will give the opportunity to a user to:
•Enter a particular code and take part in a draw for a gift
•Get instructions on how to organise a tea party for two or more
•Upload photos and estimate the whole party procedure
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