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PART A COMPULSORY 60 marks

Case Study: Lipton Teas

Sir Thomas Lipton, the ounder o Lipton Teas, opened his irst !ro"ery store in #$%#& Tea 'as irst

introdu"ed to his !ro"ery (usiness in #$$) o**o'in! the arri+a* o a shipment o 0,000 tea "hests&-ith steady !ro'th in the tea market 'or*d'ide, Lipton Teas has se"ured itse* a stron! !*o(a*

reputation and is a+ai*a(*e in o+er ##0 "ountries& .t is no' o'ned (y Uni*e+er&

Lipton Teas pioneered many pra"ti"es in tea manua"turin! and has "ontinued this tradition o /ua*ity

and inno+ation e+er sin"e& Re"o!niin! a (usiness opportunity, the !ro"ery (usiness di+ersiiedto'ards tea produ"tion 'ith the pur"hase o many tea p*antations in Sri Lanka & At the time, this !a+e

Lipton Teas more "ontro* o+er its tea produ"tion, so that it 'as a(*e to oer tea at ha* the pri"e o that

oered (y "ompetitors and rea"h a 'ider audien"e&

Lipton Teas "urrent*y opts to sour"e tea on the open market as 'e** as its o'n produ"tion p*ants, to

*imit risk and to ensure "onsistent supp*y or its "ustomers&

1een (usiness insi!ht *ed Lipton Teas to (e"ome the irst "ompany to introdu"e pa"ka!e teas inthe

U1& -ith inno+ati+e marketin! initiati+es, Lipton Teas introdu"ed its irst marketin! s*o!an, 2dire"trom the tea !arden to the tea pot2, reinor"in! the importan"e o /ua*ity and reshness to its "ustomers

Lipton Teas "ontinues to re"o!nie the importan"e o inno+ation in terms o produ"t de+e*opment& As

'e** as oerin! its standard and de "aeinated (*a"k tea in tea(a!s, Lipton teas a*so operates in other

produ"ts su"h as !ranu*ated3po'dered instant teas and other hot drinks, and Lipton i"ed tea (a!s andready to drink 4RT5 +ersions& .n addition, re"o!niin! "han!in! patterns and the mo+e to hea*thier

options, Lipton Teas oers Lipton 7ruit and 8er(a* .nusions and 9reen teas 'ith ruit&

.n re"ent years, Lipton Teas has se"ured its presen"e on the mi"ro (*o!!in! site T'itter, 'here it

has a"kno'*ed!ed the po'er o +ira* marketin! in e"han!in! ideas and "ommuni"atin! 'ith its

"ustomers&

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Lipton Teas has o+er #00 years o irsts and inno+ations, and "*aims to (rin! more teaen;oyment to more peop*e in the 'or*d than any other tea "ompany& Throu!h its

in+enti+eness, resear"h and dis"o+ery, Lipton Teas is he*pin! to shed more *i!ht on

the hea*th (eneits o (re'ed (*a"k and !reen tea& .t is no' eyein! the indi!enousher(a* market o rie*y out*ine the sta!es o the ?e' Produ"t 5e+e*opment pro"ess 4?P5 40 marks

>rie*y ep*ain the importan"e o the ?P5 to Lipton Teas 4#0 marks

Re"ommend ho' Lipton teas shou*d app*y the our 4@ e*ements o the marketin! mi

in the "ontet o marketin! the ne' her(a* *ine in