Post on 08-Apr-2015
MARKETING PLAN: LIPTON- UNILEVER
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Table of ContentsIndustry Analysis...................................................................................................................................3
Company Objectives.............................................................................................................................4
Vision Statement...........................................................................................................................4
Mission Statement.........................................................................................................................4
The Consumer:......................................................................................................................................5
Nutrition and Health......................................................................................................................5
Quality...........................................................................................................................................6
The Population:.............................................................................................................................6
Customer Analysis................................................................................................................................9
Brand Analysis and Positioning...........................................................................................................11
Competitor Analysis............................................................................................................................12
SWOT Analysis...................................................................................................................................14
The Diffusion Process.........................................................................................................................17
Complexity......................................................................................................................................17
Market related Characteristics.....................................................................................................17
Market related Characteristics.....................................................................................................18
Product Related Characteristics...................................................................................................18
Divisibility.......................................................................................................................................18
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Market Related Characteristics....................................................................................................18
Product Related Characteristics...................................................................................................18
Compatibility...................................................................................................................................19
Market Related Characteristics....................................................................................................19
Product Related Characteristics...................................................................................................19
Relative Advantage..........................................................................................................................19
Market Related Characteristics....................................................................................................19
Product Related Characteristics...................................................................................................19
Marketing Planning:............................................................................................................................20
Conclusion:..........................................................................................................................................22
Bibliography........................................................................................................................................24
Industry Analysis
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.
They have also developed a ready to drink hot canned tea product under the name of Brook
Bond’s PG Tips (herein referred to as Brooke Bond). Nestle is a small company based in
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Taiwan, and already successful with its oolong iced tea beverages drink in Taiwan. It now
wants to target the Western markets. The report contains and explains the major variable
components, which are required in the process of marketing. It gives an in depth analysis of
the tea market. It also gives a clear picture of the internal and the external factors involved
that surround the Iced Tea Product.
Company Objectives
It’s the products and people that define Unilever. In an industry and world that are ever
changing, Unilever’s ownership team is committed to maintaining a Vision and Mission that
remain constant. The Vision statement for Unilever is as follows:
Vision Statement
“We will be a global enterprise recognized throughout the world. We will be the standard by
which other businesses measure their performance. Our hallmark will be the high quality
nature products, initiative and teamwork of our people and our ability to anticipate and
effectively respond to the changing consumer needs”.
Mission Statement
“We are committed to providing our customers with high quality natural foods and tea
products. We are growth and profit oriented. We conduct our business responsibly to achieve
a superior financial return balanced with our growth benefiting our shareholders employees
and fulfilling our commitment to the community and the environment”.
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The Consumer:
Unilever is pleased to include among its customers some of the biggest hotel, restaurant and
food service distribution companies in The USA, as well as regional and local favourite
restaurant chains, resorts, healthcare facilities and a variety of entertainment venues. Place
such as Gyms, Parks and Clubs form a major part of our target segment and also the upper
middle and above class people.
Let us have a brief look at some of the customer qualities. These have been extracted as a
result of researches that have been conducted through various sources. These tell of what
needs and preferences the consumers have as well as a general picture of the population
trends.
Nutrition and Health
Unilever’s research shows that majority of the people have developed health consciousness.
This is mainly due to the various health programs being broadcasted on television as well as a
variety of articles being published in magazines and digests. Lately trends show that people
have started reverting back to the natural means of maintaining health. Natural means ensure
high nutrition as well as health enhancement.
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Quality
The upper class and institutional consumers looks for quality which for them is synonymous
to “imported”. The gap analysis will mention this factor in detail.
The Population:
The USA population is about 500 million is increasing by 3-4 million people per year - one
of the fastest growth rates in the world. Out of 150 million, our target market or target
segment comprises of 100,750,000 i.e. 14.5% of 150 million. This 14.5% segment comprises
of upper middle class and above.
Assumptions: 1) the market for iced-teas has not undergone any permanent steep changes
either on the demand side or supply side, whether positive or negative.
2) However, it is a steadily growing market with a long way to go before saturation.
3) Lipton’s iced tea and Kai Shies’ oolong iced tea is fundamentally very close or similar and
fall under the same product category.
4) ‘Western’ markets refer to the North American market.
The most wanted tea sector came to the number of 1.7 $ billion by the year 2005 and the
graph continued to increase consequently (Mintel 2005). The industry analysis showed that
the tea industry had the potential to even grow more and the saturation point was not
expected to come anytime soon. The tea industry mainly comprised of two favourable points
1. The requirements of the consumers for the purpose of convenience and time-saving
activities and services.
2. The plus points of press to tea industry.
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The lifestyle of the UK and America are such that convenience has become more of a
necessity rather than luxury. The employers of the respective countries ask for the results and
productivity from their workers, thus the effect come directly on consumers. Secondly the
unstable economy has also given Americans a threat for losing their jobs. So any product
which has the matter to fulfil consumers’ need for convenience, are more successful than any
other product in the subject market (Mintel 2005). The positive environment for tea publicity
and the need for convenience have made the tea industry a successful one. It’s been the whole
decade now that tea industry is getting more popular due to its advertised health benefits.
Researches show that the advantages of tea range from low energy level to the improvisation
of major fitness and declining chance of cancerous disease (Mintel 2005). Many tea products
have come up with innovative features to have an advantage of the booming and growing
market. For instance Lipton tea has innovated a lot in different tastes and refreshment ideas it
capture the health conscious target market as a whole. It’s been almost a century that Lipton
has been dominating the tea industry which majorly includes leaf tea, infusions and ready-to-
drink tea. The research and development department of Lipton is completely focused on
innovation and the specialisation in tea taste; buying and branding to discus sit all (Wikipedia
2007).
The main reason which has actually been the back bone for Lipton success is the initial
success of it plant. The subject tea is sourced from alternate plantations in a popular tea
producing countries like Indonesia, Sri Lanka, Kenya and India. The tea company has a
standard rooms in seven different areas situated around the globe. Currently, the subject
company offers 30 different tea blends (Wikipedia 2007)
Lipton is an integral part of Unilever Global Association and it makes sure that the
production plants of the tea not only capitulates the product but also ensure its protection and
improvisation for long term perspective. Another competitive edge company has, it has a
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very friendly working environment for the employees which definitely reflects in the
derivation of the product. The east Africa production plant of Lipton has been involved
working with third party to make sure the compliance with Unilever’s sustainable agriculture
guidelines and the Ethical Tea Partnership criteria (Wikipedia 2007).The Lipton tea captured
the booming market with its ultimate desired to even achieve more and go way beyond the
limits to achieve more success. To achieve the ultimate success, the Anglo-Dutch Unilever
Company joined hands with the American PepsiCo in the year 2003. With the help of this
venture, PepsiCo distributes and markets the Lipton products and specially the ice tea one in
70 different countries around the world (Wikipedia 2007). The latest venture has been further
promoted by 50-50 JV Pepsi Lipton International which mainly involves the removal of non-
core function than the support for the existing brands” (Unilever-PepsiCo 2005). In 2006
press conference, Unilever made an announcement that the venture with PepsiCo had to main
aims when it actually started and those were the movement of Lipton into diversified
distribution channels and also for the exposure into new markets. The company its self
reported that Lipton tea is the world leader in the 20 billion litter world market for the
readymade tea, it’s still needs to get some space in few market and the PepsiCo venture is
going to help in this regard.
The basic aim has already been explained above and further it says that the “white space”
market will get the coverage by this venture between PepsiCo and Unilever. Pepsi is already
strong in most of the markets, it has been anticipated that significant business opportunities
will come from the same market o Pepsi (“Unilever-PepsiCo” 2003). The Pepsi Company is
supposed to assemble the sales of the ice tea in70 countries which have Six Gulf States,
Czech Republic, Hungary, Albania, Romania, Thailand, Singapore, Vietnam, Turkey, Saudi,
Australia, Spain and Poland. The respective venture is a logical growth of an earlier
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collaboration between the two major corporate companies. With the aim to increase sales in
the North American market, a partnership of Pepsi and Lipton Tea for established 10 years
ago. Today the Pepsi Lipton Partnership stands firmly as the leading tea player in the United
States and Canada.
It is expected that both the partners in this venture would have to establish considerable
leverage in order to pursue the market dominance goal for Lipton in the rest of the word.
Both the partners have unique strengths and competencies upon which this venture would
bank. In this context, ready to drink concentrate would to be sold to Pepsi franchise bottlers
for further distribution by Pepsi. In doing so, Unilever would bring to the venture a powerful
brand, knowledge of the industry, superior research and development capabilities to the Joint
Venture. On the other hand, Pepsi would give access to its extensive bottling and distribution
network and CRM best practices (“Unilever PepsiCo” 2003).
Customer AnalysisThis section includes analysis of the target market that would be pursued for establishment
the Lipton Brand. It seems that there are two major target markets for ready to drink ice tea.
Consumers on the Move: Consumers that generally have a very busy and hectic life
and may include corporate employees, students, entrepreneurs, technical workers, etc.
their hectic lifestyle essentially requires them to buy products that have been
developed to be highly mobile and for consumption on the go.
Health Conscious Consumers: This includes consumers that associate a high value to
healthy foods and beverages.
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The above mentioned consumer groups therefore exist for the Ice Tea. Based on this fact, it
would be safe to say that the highly mobile nature of Ice Tea and the health oriented factors
associated with the consumption of tea along with the increasing realization for healthy
aspects of tea consumption; are a few factors that are being viewed as key elements behind
identification of the target market for this product. Lipton Ice Tea represents 10% of the
world market for tea (Wikipedia 2007) and is destined to improve its distribution and
consumption through this joint venture with Pepsi and by virtue of a strong marketing
campaign.
A few recent studies suggest that the health benefits would drive the performance of Lipton
ice tea across the globe (Winslow 2006). Consumers generally perceive tea consumption to
be a healthy activity and are more likely to consume ice tea rather than other soda based
drinks. Therefore, the 100 percent Natural Tea and 150 mg of protective natural antioxidants
has made Lipton tea a major participant in the global tea market. On the other studies also
suggest that consumers drink Lipton ice tea due to the fact that it’s inexpensive and largely
available. “Many tea drinkers choose Lipton because it is really inexpensive and you can get
it just about anywhere. It is surprising that more people do not drink tea, as they would have
longer, happier and healthier lives if they did” (Winslow 2006).
Moreover, some consumers believe that consumption of anti-oxidants is very healthy and
hence consume excessive amounts of tea every day. “Tea makes you look younger too and
gives you energy as well. You know it also costs a lot less to drink tea too, for 100 bags at
$2.50 lasts you about weeks. 2-quarts per day are possible when it is really hot out, of course
it varies with the drinker” (Winslow 2006). Therefore, upon capturing the positive consumer
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perceptions regarding healthy beverages and their on the go nature, Lipton is continually
developing its beverages category to be more accessible, highly mobile, and health appealing.
Brand Analysis and Positioning
Lipton ice tea has been positioned in the market as “great tasting and good for [consumers]
because it is rich in protective antioxidants” (Unilever 2007). It is globally promoted as “the
perfect drink for active, healthy lifestyle” (Unilever 2007). The standard stock keeping unit is
a 16 oz plastic bottle and comes in various flavours and bundled in cartons containing six
bottles each. The following flavours are available:
Iced tea Sweetened - Lightly sweetened iced tea
Iced tea Unsweetened - Tea with no sugar and no added flavours
Iced tea with Lemon - Sweetened iced tea with a twist of citrus flavour
Iced tea with Raspberry - Sweetened iced tea with raspberry flavour
Iced tea with peach - Sweetened iced tea with peach flavour
Iced tea Diet Sweet Tea - Lightly sweetened with Splendid and no calories
Iced tea Diet Lemon - Lightly sweetened with a hint of lemon
Iced tea Extra Sweet - Very sweet iced tea, marketed as "Southern Style" in some
areas
Half & Half - Half sweetened ice tea and half lemonade
Diet green tea with Mixed Berry - Mellow tea diet and lightly flavoured with mixed
berry
(Wikipedia 2007; Unilever 2007).
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Consumer welfare and sustainable development have been the main driving factors behind
the packaging and marketing of Lipton Ice Tea. Therefore, in order to meet the diverse tastes
of consumers the world over, Lipton is continually adding new flavours in the product. These
attributes have the organisation to develop and expand its niche at a fast pace in the global
arena.
According to Patrick Cescau, director of Unilever Foods: “Unilever has a strong presence in
the developing and emerging markets yet there is plenty of ‘white space' to move into. These
markets are the next in our planned rollout and we see Pepsi as the best partner to help us
achieve this. This new joint venture marks truly significant step in the expansion of the brand,
bringing it within the reach of many millions of new consumers." (“Unilever PepsiCo” 2003).
Moreover the alliance between Unilever and PepsiCo is expected to “enable Lipton to
Strengthen its global position. At the same time, we are rounding out our portfolio with a
Strategic partnership in one of the fastest growing beverage segments and providing
consumers with Lipton, the world leader in tea." (“Unilever PepsiCo” 2003).
Competitor Analysis
The important and recent competitor for Lipton in the respective industry is Nestle
Refreshment Company who manufactures and produces Ice tea which directly competes with
Lipton Ice Tea.
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The subject competitor had a decided agreement with the other soda producer, Coke to make
Coke and Nestle Refreshment Organisation (Sturtevant 1992). Nestlé’s agreement with Coke
is the same Lipton-Unilever’s agreement with Pepsi which is defined as GLOBAL
DITRIBUTION PROJECT. This agreement between Coke and Nestle has saved as a major
threat for Lipton Unilever to sustain as a number 1 player in the market. Consumers generally
perceive tea consumption to be a healthy activity and are more likely to consume ice tea
rather than other soda based drinks. Therefore, the 100 percent Natural Tea and 150 mg of
protective natural antioxidants has made Lipton tea a major participant in the global tea
market. On the other studies also suggest that consumers drink Lipton ice tea due to the fact
that it’s inexpensive and largely available. There is a strong presence of Nestle in the USA
and some parts of the world have remained a threat to the aims of Unilevers to bring Lipton
as the world’s most dominant player in the market.
The company nestle has two major products: Nestea with the usual Lemon taste and the diet
iced tea with lemon flavour. Both are available in 12 ounce cans and in 16 ounce wide mouth
glass bottles. In adding to the cans and bottles, Nestea is obtainable in chilled cartons (as in
milk cartons) in the refrigerated sections of grocery stores and convenience stores.
The tea is preservative free and made from a brewed product taken back down to a tea
powder.
While Nestle Coca Cola continues to develop the packaging and marketing strategies for
Nestea Ice Tea, there are no recent announcements of impending new products or new
flavours of ice tea to be developed soon. There is a limited flavour of Nestea Ice Tea which is
basically the original ice tea flavour. The company has not shown interest to capture the
emerging demand for healthy ready-to-drink ice tea products. This can be a good opportunity
for Unilever PepsiCo to exploit. Lipton Ice Tea can continue to expand its market niche by
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capturing the growing market for healthy ready-to drink ice tea. Unilever PepsiCo can exploit
the limited flavours of Nestea Ice Tea.
SWOT Analysis
When the situation is viewed in terms of SWOT analysis, the following
are the highlights:
A. STRENGTHS
i. Strong Financial Backup: Lipton Unilever has been established as a
group by five investors who are also its board of directors. Hence,
providing Lipton Unileverwith strong financial assistance.
ii. Emphasis on Quality: The Company manages to provide
improved/innovative products to the consumers through research
and development. Lipton Unileveris established with the primary
concern for uncompromised quality in mind and all of their
products are perceived by the consumers as the best in business
with respect to quality. They maintain their high quality standards
by importing professional expertise and technology from developed
nations.
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iii. Encouragement to innovativeness: The Company has a very
aggressive strategy when dealing with developing new products, i.e.
they are ready to take risks and come out with products that have
unique differential advantages and are unavailable in the market
yet.
iv. Strong USP: Lipton has a strong USP as compared to its only major
competitor Nestle. Lipton provides therapeutic as well as image
benefits.
v. In-house research facility: Lipton Unilever has an in-house research
facility, where market research can be done about consumer
preferences and our competitors, the information is very useful to
top level managers for decision making.
B. WEAKNESSES
i. High Price: Since the cost of production of most of their products
is high because of various factors (imported ingredients,
technology, quality and maintenance etc), they charge high prices
for the items they produce.
ii. Inexperience in the Tea market: Unilever USA is not a new
company although it comprises of highly professional people and a
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strong marketing strategy; they are new entrants in the tea market
market.
C. OPPORTUNITIES
i. High Growth Rate: Industry has high growth potential in line with
high rates of population
ii. i.e. 5% in urban population.
iii. Brand Equity: To establish brand equity by creating awareness in
untapped segments of the market.
iv. Untapped Segment: Iced tea for health benefits is locally, an
untapped segment, i.e. currently none of the competitors are
catering to that specific segment except for Nestle, which creates
an oligopoly in the complete Iced Tea market. This gives Lipton
Unilever still an advantage to serve to those consumers only who
want complete taste awareness before other competitors also enter
the market.
v. Increasing concern for health: Since the media explosion from the
mid-90s, people have convenient access to information and are
being exposed to the trends and concerns followed by the western
nations. Hence, people are being educated about the concern and
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need for health awareness and therefore have adopted increasing
concern for their health and appearance.
D. THREATS
i. Rivalry firm: The tea industry facilitates a lot of competition from
market leaders like Nestle, etc. Their longer existence in the market
has given them an established consumer base and loyalty and has
provided them with the experience that Lipton Unilever lacks.
ii. Economic Factors: Increase in government tariffs, import duties and
political situation of the country i.e. economic instability could be a
threat to our product.
The Diffusion Process
Complexity
Market related Characteristics
The product is complex but as the targeted consumer is a risk taker, innovator then such
complexity is not a problem. With reference to the need perception the need for such product
is present in the market and as far as the economy is concerned such complexity is not
increasing the price for the consumer.
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Product Related Characteristics
The complexity dose not compromise any of the product related characteristics that is
communicability, divisibility, compatibility and relative advantage but on the other hand
compliments the compatibility and provides relative advantage.
Communicability
Market related Characteristics
The communicability of the product is good and with reference to the consumer i.e. innovator
is most suitable. The need perception and the economy dose not affect it.
Product Related Characteristics
The communicability dose not compromises any of the product related characteristics.
Divisibility
Market Related Characteristics
The product is divisible according to the needs of the consumer and the economy. It has three
different SKU’s.
Product Related Characteristics
The divisibility of the product is such that it some what complements the product related
characteristics
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Compatibility
Market Related Characteristics
Being available in three different SKU sizes and having the differential advantage the
compatibility is strong and the economy is not compromised by this.
Product Related Characteristics
It dose not effect any
Relative Advantage
Market Related Characteristics
Having relative advantage dose not compromise customer innovation infect the customer hi
highly innovative and the need for such product is there which is available economically.
Product Related Characteristics
It increases the complexity as well as the compatibility thus giving our product a good
relative advantage.
Forecasting Demand
The present demand for the ice tea in states is huge as per the statistics. It comprises of 80%
of all the tea consumption in America. The Americans have adopted this as a unique habit
whereby they have a short participation ratio in the tea business.
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As the expediency of drink iced teas tempt fresh tea takers, an overturn result should happen
in the require for other types of more particular teas, such as natural iced-tea to boost. Several
other factors can be used to anticipate the claim of iced teas or for any other souk section.
Most of them mainly tell to the expansion speed of present market section bases such as era,
profits, and certain people groups. Changes in way of life or in the socio-economic state are
amongst the well-built growth that might pressure command in particular in the long run.
Exact to the iced-tea market for instance, a decline in the amount of functioning class due to
quickly aged inhabitants might delay demand in city centres particularly in business-related
areas.
However, the viewpoint for iced-tea beverages is still very much constructive with immediate
tea becoming more significant in confident markets. According to a study by Goradia
(mentioned in ‘Commodity Supply Management by Producing Countries’), the global
utilization of fluid tea rose by 145% while that of tea leaves increased by only 95% between
1950 and 1975. Such fast expansion is expected to carry on into the near prospect.
Marketing Planning:
The primary step in advertising preparation is to decide what kind of bases are to be used to
section the market. Segmentation comprises dividing buyers into diverse groups, each with
different needs, kinds or performances, who may need split products or marketing mixes. The
iced-tea marketplace has some groups or sections where customers observe or purchase
manufactured goods in a comparable method in each of these segments. Their bases can be
classified as follows (As quoted by the economic review):
I) Behavioural
II) Demographic
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III) Geographic- villages and towns or all mentioned.
Value cannot be considered a main issue affecting buyer insight as tin iced-teas are more
almost priced with comparable products such as drinks or iced brown. However, price
amongst competitors in the same product category plays a very important role.
The further step involves aiming exact segments with possible for the corporation in which
the corporation has a disparity advantage over its competitors. The preference of different
segments should allow the business to make the most or maximum client value and maintain
it over time. The option of segments also varies according to its dimension and the capital it
has. For example, Nestle, with smaller capital may want to aim a small number of segments
at first in difference to Unilever that would want to wrap a greater market by targeting several
segments.
However, Nestle, in its home American market was an omission because it had to use
forceful publicity methods to make a completely recent market for oolong iced-tea, which
was almost absent. In this case, it targeted all age groups, even the custom jump older
invention who were very much used to consuming hot tea and were slightest probable to give
up this practice. It’s selling point of Nestle drinkers being a ‘new breed of people’ in a ‘new
world’ along with it’s usual elements and physical condition settlement appealed to
everybody, including the old who be inclined to be more fitness conscious in the North. The
idea of being exclusive and dissimilar plea to the younger creation, while the healing benefits
of this tea involved the strained working class besides given that them with the handiness of a
canned drink to balance their busy lifestyles.
Short-Term Objectives
1) Aggressive Marketing Strategy
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2) Improve Packaging
3) Improve Shelf Presence
Conclusion:
The lifestyle of the UK and America are such that convenience has become more of a
necessity rather than luxury. The employers of the respective countries ask for the results and
productivity from their workers, thus the effect come directly on consumers. Secondly the
unstable economy has also given Americans a threat for losing their jobs. So any product
which has the matter to fulfil consumers’ need for convenience, are more successful than any
other product in the subject market (Mintel 2005). The positive environment for tea publicity
and the need for convenience have made the tea industry a successful one. It’s been the whole
decade now that tea industry is getting more popular due to its advertised health benefits.
Researches show that the advantages of tea range from low energy level to the improvisation
of major fitness and declining chance of cancerous disease (Mintel 2005). Many tea products
have come up with innovative features to have an advantage of the booming and growing
market. For instance Lipton tea has innovated a lot in different tastes and refreshment ideas ti
capture the health conscious target market as a whole. It’s been almost a century that Lipton
has been dominating the tea industry which majorly includes leaf tea, infusions and ready-to-
drink tea. The research and development department of Lipton is completely focused on
innovation and the specialisation in tea taste; buying and branding to discus sit all (Wikipedia
2007). The present demand for the ice tea in states is huge as per the statistics. It comprises of
80% of all the tea consumption in America. The Americans have adopted this as a unique
habit whereby they have a short participation ratio in the tea business.
22
As the expediency of drink iced teas tempt fresh tea takers, an overturn result should happen
in the require for other types of more particular teas, such as natural iced-tea to boost. Several
other factors can be used to anticipate the claim of iced teas or for any other souk section.
Most of them mainly tell to the expansion speed of present market section bases such as era,
profits, and certain people groups. Changes in way of life or in the socio-economic state are
amongst the well-built growth that might pressure command in particular in the long run.
Exact to the iced-tea market for instance, a decline in the amount of functioning class due to
quickly aged inhabitants might delay demand in city centres particularly in business-related
areas.
23
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