JINNAH UNIVERSITY FOR WOMEN

FOOD PRODUCT
DEVELOPMENT ASSIGNMENT
Submitted to:
Miss Saniya Yousuf

Submitted by:
 Yusra Masood

Product: Lipton tea

Departmental Store: Bilal express Mart

STEP # 1:
Name of Brand: Lipton tea

STEP # 2:

Position of the Product:

Place towards the middle portion after the entrance of the store, downside of the tea section

Owner of Lipton tea: (supplier)

 Lipton is a British brand of tea owned by Unilever
 The Company is named after its founder Thomas Lipton.
 The Lipton ready to drink beverages are sold by Pepsi Lipton International, a company
jointly owned by
 PepsiCo and Unilever
 Lipton tea is traded nationally and internationally. The markets are worldwide. Lipton tea
has never compromises on their quality and the best quality goes in Lipton tea.
 STEP # 3:
List of related products:
1. Meezan Ultra rich
2. Meezan Hard um
3. Tapal danedar
4. Brook bond supreme
5. Tapal family mixture
6. Vital tea
7. Tezdum

Related categories of Lipton Tea:

 Lipton green tea (lemon, Mint, Jasmine, Plain)
 Lipton iced tea
 Lipton decaffeinated black tea
 Lipton iced tea and lemonade
 Lipton diet green tea (citrus)
 Lipton yellow label mega daane
 Lipton herbal supplement with green tea
 Matcha green tea
 Lipton Milk tea
 Black Flavored Brand
 Lipton Lenia
 Lipton Yellow brand

Flavors:
Lipton flavored green tea variety Packs

1. Orange Passionfruit Jasmine

2. Purple Acai Blueberry
3. White Mangosteen Peach
4. Cranberry Pomegranate
5. Lemon Ginseng
6. Red Goji Rspberry
 Green tea remains to be slightly sour; Lipton infuses some of their green tea with various
flavors to modify its taste, so the original bitterness will always be there regardless of the
advertised flavors.
  Tulsi Natura has a rich flavor with a woody and warm aftertaste. It also has best synergy
with the bitter taste of green tea.
 Mint Burst is self explanatory, gives a cool and minty aftertaste, kind of peppermint
infused with the tea.
 Pure and light is the original green tea flavor without any flavor infusions.

Lipton Portfolio range in Pakistan and their Packaging sizes:

 LIPTON YELLOW LABEL tea 50 bags = Rs. 200/-
 LIPTON YELLOW LABEL tea 100 bags = Rs.400/-
 LIPTON YELLOW LABEL Tea 475g= Rs. 415/-
 LIPTON YELLOW LABEL Tea 950g= Rs.780/-
 LIPTON YELLOW LABEL Tea 190g= Rs. 195/-
 LIPTON YELLOW LABEL TEA 95g= Rs. 120/-
 LIPTON YELLOW LABEL Tea jar mega danne 475g= Rs.435/-

Premium Pricing Strategy:

To encourage favorable perceptions among buyers.

Value Based Pricing Strategy:

Value for the customer and not production cost.

Place:
All across Pakistan
Urban and Rural areas
Example: Hyper stars, imtiaz super market, chase value, diamond super market, small retail
stores etc.
Promotions:
 Advertisements
 Television
 Newspapers
 Magazines
 Bill boards
 POS
 Sales Promotions
 Lucky draws
 Discounts
 Fee sample inside
  Internet Marketing
 Sponsorship

Nutritional Fact:

Sustainability:
 The good a cup of lipton tea can do
 Loving our tea farms
 Our approach to growing tea

LIPTON SWOT ANALYSIS:

Strength:
 Owned by Unilever
 Long history in tea manufacturing industry
 Extensive knowledge of local culture and taste.
 Alliance with rainforest organization
 Strong financial position
 Increased health consciousness among population such as herbal and green tea
 Supply chain management.
Weaknesses:
 Having too many brand extensions can dilute and confuse consumer perception and give
fresh and new competitors to seize market share.
 Political unrest in certain plantation country.

Opportunities:
 Technology and advancement in manufacturing.
 Greater awareness of health benefits of tea.
 New varieties of tea drinks are launched

Threats:
 Overcrowded and small market with about 200 other brands which might cause
significant demand reduction
 Competition from local competitors
 Increasing tea prices

Distinctive Properties:
Lipton teas made from real tea leaves, feature the AOXTM seal, a proprietary mark that
indicates a substantial level of antioxidants.

Its bold and enlivening flavor comes from our dedication to only using carefully selected leaves
picked at the peak of freshness.

Benefits:
 Tea also contains L-theanine, a unique compound that can improve attention and feeling
of alertness when combined with caffeine.
 Antioxidants are known to provide a host of health benefits. Consuming them can help
remove free radicals and decrease cell damage in the body, also help from chronic
diseases.
 It contains flavonoids that may help keep your cardiovascular system healthy.
 Boosting your memory and cognition
 Promoting weight loss.
 Improving bone and oral health.
 Helps control blood sugar and reducing risk of Type 2 diabetes.
 Reduce risk of ovarian cancer
Disadvantages:
These effects happen when a person drinks more than four cups of tea a day.

 Headache
 Nervousness
 Sleep problems
 Vomiting
 Diarrhea
 Irritability
 Irregular heartbeat
 Dizziness
 Ringing in the ears
 Convulsion and confusion

Also tea increase women’s risk of developing rheumatoid arthritis.

STEP # 4:
LIPTON COMPITATORS IN PAKISTAN
 In the picture above there are many different companies of tea and have different prices
according to their weight or size.
 At the front of the rack the family mixture is kept which is packed with a free sachet of
every day. This is done for the sales promotion.
 Also with packaging of vital tea there is a free box of cardamom tea attached for their
sales promotion and sampling of their different tea testers. As cardamons has many of its
benefits, giving mild and pleasant taste to tea and trending more.
 Lipton black tea is placed at the downside of rack just between supreme Teas.
 There were placed many of the brands of green tea including tapal, lipton etc, which are
for the health conscious people or the people who have suffering from any disease.
 In the next picture there is different brand named (Chalo Indian masala ). This is also in
market trend, as it contains mixture of different herbs or may spices which drink to cure
throat infection.

STEP # 5:
 I would definitely buy Tapal green tea as it consists of different flavors and it will be
having a refreshing taste. It will surely help me to loose weight and keep me fit.
 I may buy Tezdum tea, as I have never experienced its taste. But it is more expansive
then lipton tea. I.e. of Rs.860/- (950g)
 I would definitely not buy tapal family mixture as it has very high rate i.e. Rs.905/-
(950g)
 STEP # 6:
 The most favorite product I have choose and purchased is Lipton black tea

Reason:
1. Rich source of flavonoids and fluorides that boost energy level.
2. It gives me the uplift I need to stay focused and embrace whatever comes my way.
3. Gives 0 calories
 The least favorite item I have choose is Tapal Family mixture

Reason:
 As the particle size of tea is small and it has high rate as compare to lipton tea.

STEP # 7:
About Lipton Black Tea (Most Favorite)

Things I like most

 It is certified by rainforest alliance Certified farms by 2015
 All PG tip tea bags and yellow label is certified by Western Europe certified by 2010.
 The packaging of tea bags
 The price is affordable
 The goal for lipton tea is quantity and consistency
 The quality and availability will neither increase nor detoriate.

Things I dislike most

 Sometime lipton tea not keep up with their quality, and I feel very sharp and pungent
taste..
 Also flavors of lipton tea are mostly exported and is less seen in super markets
ABOUT VITAL TEA (LEAST FAVORITE):
Things I like most:
 The aroma makes it very special and it develops the mood even before taking a sip from
the cup
 It has ability of soothing the mind and body of person and its use in state of a bit tension,
helps in eliminating the tension.
 Its fruity range is the latest addition to vital family.

Things I dislike most:

 High price of the product

 Comparatively less frequent scheme and discount packages.

STEP # 8:
 Herbal green tea
 Chocolate tea
 Honey lemon tea
 Masala tea
 Irani tea
 Mango mastani Tea
 Cold coffee tea
 Tandoori tea
 Kashmiri tea masala
 Wild berry plum green tea
 Orange spice tea