Analyzing the 4 P’s of the Lipton Ice tea market

Team Name- TRINITY ;Team Members- AKHILESH KUMAR MISHRA, ABHISHEK PANDEY, AMRIT MOHANTY; COLLEGE- XAVIER INSTITUTE OF SOCIAL SERVICE, RANCHI

Product:

Package appearance- We found the competitors products appearance to be more desirable than compared with our product. Also, this could be observed as most of the comparing sites have rated their P.A. above our product.

Taste- Though the tagline of the product is ‘Lemon/Mint Tea’ but users have complained they don’t feel the lemony punch which should be there in the product. Please do the market survey about the taste preferences of target audience and blend the taste according to culture of Indian population.

Aroma- Users have complained that the product lacks the Aroma Factor which is one of the basic reasons why a tea consumer consumes tea.

Price- We should focus on introductory product pricing so as to create awareness in the minds of the users as people hardly believe in investing a substantial amount in an unknown product. Smaller packets with cheaper prices should be introduced, targeting the Bachelors and College students.

Promotion-

Visual management- Our product and brand does not feature as much as the competitor does, viz, in a country like India, where majority of population is youth and still in the phase of education or early job-life. We don’t observe Lipton tea centre/ coffee centre whereas we find Nescafe’s presence everywhere be it the college canteens or the multi-national corporate boundaries, so thereby losing a substantial amount of market cap just by remaining visually isolated from the youth’s eye. Business Today says “If you are visible, you get sold” So, we propose installing Tea Parlours highlighting our product’s name in majority of college canteens and office refreshment centres.The background should be covered with flex highlighting the product thereby, remaining visually attached with the target prospects .As a form of incentives we can give Lipton T-shirts to canteen/ refreshment centre operators. We lag even in the commercials. As we are targeting the Indian youth, we should vibrantly commercialise our Advertisements so as to reach the target prospect. We propose an ad whereby a Delhi University girl consumes a cup of our product from the college canteen, foam of which remains in her lips and then a guy comes and wipes the foam from her lips by kissing her(not to be shown mandatorily but highlighted in background). A caption comes after it which creates a different verbal identity of our product and the caption would be

“AAJ ‘LIPS-TONN’ KIYA KYA..???” To obtain immediate concurrence in the market, Guerilla strategy of Marketing should be followed in colleges and malls. This will also increase our reach among the youths of semi-urban and tier-II cities. Free samples of our product in introductory stage to dealers/ retailers so that they can know the features and propose it to their loyal and potent customers. We can make a drive of promotion by having a ‘Lipton smile’ campaign and provide a ‘smiley’ free with our product.

Place- Highlighting our products’ posters on most of the major malls across different urban cities we can utilize HUL’s distribution network to ensure our products get supplied even to local kirana shops of Tier-I, Tier-II and Tier-III cities. Ensuring our product’s availability in big retail stores as Big Bazaar, Aditya Birla stores and Reliance Mart etc. along with availability in online stores.