IJMSS Vol.03 Issue-04, (April, 2015) ISSN: International Journal in Management and Social Science (Impact Factor- 3.25)

Transcription

1 IJMSS Vl.03 Issue-04, (April, 2015) ISSN: Internatinal Jurnal in Management and Scial Science (Impact Factr- 3.25) Study f cmpetitive strategy and prmtinal scheme f Liptn Green Ice Tea M Shehbaz Qasim Research Schlar Shri Venkateshwara University 8920, Naya Mhalla, Pul Bangash, Azad Market, Delhi Abstract The prject is basically the study f cmpetitive strategy and prmtinal scheme Green Ice tea prduct f Liptn under Unilever India. It incrprates the entire perspectives hld by Liptn with a specific end gal t better market its psitin in India. It diagrams the methdlgies receive by the Liptn. Next a prtin f the peculiarities f the huge brand i.e. get a cnsiderable measure f data frm the site f the Liptn tea ltd. Examine the marketing strategy fr this cmpany and als make cmpany analysis, industry analysis, custmer analysis, SWOT analysis and marketing bjective. One benefit is this hw t chse the target market accrding t ur culture.by the end is the Cnclusin made after analyzing all f the abve factrs. Key wrds: Liptn Ice Tea, SWOT Analysis, Custmer Analysis, Marketing Strategy. 1. Intrductin Liptn Iced Tea is refreshment launched by Liptn as a team with PepsiC. Liptn is a built brand in the tea business sectr while PepsiC has a cnspicuus existence in the industry f sft drink. After the fame f tea began t develp in the East, India, the tea business sectr has advanced thrugh different stages. With a specific end gal t cmmand the business, real tea prducers like Liptn, Tata Tea and Tetley have kept n cnccting inventive mixtures f tea. Liptn, which has the reputatin f being the mst imaginative brand in respect f variety prpelled cld beverage, therefre adding anther innvatin t the tea market. Liptn Iced Tea appreciates significantly mre prminence after the late examines expressed the slid advantages f devuring tea. In additin, the frsted tea was a decent methd fr fcusing n thse custmers wh dn't appreciate mre sultry drinks. 1.1 Cmpany Descriptin A lever sibling is established by William Hesketh lever in Lever Brthers, the ld name f Unilever changed int Unilever after the merger f Lever Brthers & Margarine Unie in Unilever is a Multi- Natinal rganizatin. It is ne f the biggest cnsumer gds cmpanies in the wrld. Brands f Unilever are trusted all ver and, by listening t the individuals wh purchase them, Unilever develped int ne f the wrld's best buyer prducts rganizatins. Its brands are n special in mre than 151 cuntries. Truth be tld, 160 millin times each day, smebdy sme place picks a Unilever item. Unilever desn't retail under its wn particular name yet with individual brand names like Surf Excel, Walls, Liptn, Sunsilk, and Lux Etc. A Mnthly Duble-Blind Peer Reviewed Refereed Open Access Internatinal e-jurnal - Included in the Internatinal Serial Directries Internatinal Jurnal in Management and Scial Science id- irjmss@gmail.cm Page 96

2 IJMSS Vl.03 Issue-04, (April, 2015) ISSN: Internatinal Jurnal in Management and Scial Science (Impact Factr- 3.25) Unilever's missin is t add imperativeness t life. We meet cnsistently requirements fr sustenance, cleanliness, and individual cnsideratins with brands that help individuals feel great, lk great and get all the mre ut f life." Unilever is the Key player in husehld prducts. Unilever truly develped thrugh acquisitins. Regardless f wh yu are, r where in the wrld yu are, the chances are that ur items are a wellknwn piece f yur day by day schedule. Cnsistently, arund the glbe, individuals reach fr Unilever items. 1.2 Liptn Market in India The JV's Indian arm has dispatched tw new kinds f the prepared t-drink ice tea, after it was withdrawn arund seven years back when the JV entered the natin. Ice tea is a crner, yet quickly develping classificatin. Specifically, yuthful urban grwn-ups are taking at healthier alternatives, fr example, ice tea. Truth is tld, even inside ice tea, custmers are prgressively tlerating green ice tea as a healthier chice. In 2003, PepsiC and Unilever structured a wrldwide 50:50 jint endeavur - Pepsi Liptn Internatinal - t prduce and market Liptn Ice Tea variatins in 67 natins. The JV entered India in Nnetheless, Liptn Ice Tea (LIT) was later withdrawn frm the business sectr as the item might have been "way ahead in thse days". At the pint when LIT was launched in India in 2004, it wrked ut that the item was cmparatively radical. Buyer bits f knwledge uncvered there was a gap purpse and activity when it came t utilizatin f health beverages. The PepsiC and HUL chice t re-launch the ice tea takes a swipe at during a perid when rival Cca- Cla presented ice tea brand "Nestea" in jugs in assciatin with Nestle. The Liptn ice tea will add t PepsiC's wellbeing and health item prtfli. The rganizatin's ther wellbeing items incrprates Aliva, Quaker Oats, Trpicana, Nimbz 100 per cent and the recently launched Lehar Gluc Plus, frm its JV with the Tata Grup. 1.3 Current brand prducts f Liptn Liptn's fundamental clumn brands are Liptn Ice Tea and Liptn Yellw Label. Other prduct fferings exist als, in the same way as the Liptn pyramid g in Nrth America and Eurpe, and Liptn Milk Tea in the East Asia. In 2008 the brand launched Liptn Linea in Western Eurpe, a green tea assrtment with a mre elevated amunt f catechins, which the rganizatin claims can help ne lse weight. 2. Reasn fr Selecting Ice Tea In everywhere thrughut the wrld there are 68% peple wh like t take the either Black r green r milk and whatever is left f them flavur the sft drinks and juices hwever in India, the greater part f the ppulace like tea and the green tea is uncntrllably like by the urban ppulatin. The iced tea is the result f the duble nature n the grunds that it can full fill the needs f bth srt f the cnsumer. Iced tea has the essence f green tea likewise cntains the characteristics f the sft drinks. A Mnthly Duble-Blind Peer Reviewed Refereed Open Access Internatinal e-jurnal - Included in the Internatinal Serial Directries Internatinal Jurnal in Management and Scial Science id- irjmss@gmail.cm Page 97

3 IJMSS Vl.03 Issue-04, (April, 2015) ISSN: Internatinal Jurnal in Management and Scial Science (Impact Factr- 3.25) In India 73% f its ppulatin like tea brands. 53% like it due t cultural influence. 29% f tea lvers like nly green tea. 27% like it due t taste. 18% shw their interest withut any reasn. 13% peple nly like it due t safe t health. 8 % like bth green and black tea. Prduct Features and Attributes Why t incline tward the Liptn Ice Tea? Liptn Green tea is eminent fr its stimulating and healthful prperties. Liptn Green tea is brimming with clean taste, imperativeness, and awesme flavur. Liptn Ice Tea prvides prtecting falcnid antixidants, Liptn Ice Tea is the beverage which gives the taste, quality and it is additinally useful fr wellbeing that is the reasn individuals fr the mst part like green tea in the abrad natins and nw this pattern is likewise rise in India as well. 3. Launch f Liptn tea Liptn is dedicated n making iced tea as healthy and delicius with the crucial supplements required fr ideal develpment, imprvement and refreshment. Liptn Ice Tea is an instant tea drink tea beverage, cmprising f different supplements and herb extricates. The tea is sweet; hwever it has less sugar than a run f typical sft drink. The beverage is a blend f tea, sugar with distinctive herb separates. 3.1 Market Descriptin f Liptn Ice Tea Basically Liptn Ice Tea is a nutritius and multi-vitamin drink. It is ffered in varius flavurs. Liptn Ice Tea gives refreshment; vitality furthermre helps in diminishing weight. LIPTON ICE TEA- -ENERGIZE YOUR LIFE Features: Liptn is presented just in ne flavur with many mre variants: Flavur: Liptn iced green tea Cre Benefit: Stimulant and Refresher Packaging: Packing f Liptn Ice Tea is extremely appealing because f diverse clurs. The descriptr n the prduct cntains the all infrmatin abut the prduct. Nutritinal Values: Liptn Ice Tea drink gives additinal nutritinal cntents like; irn, sdium, prtein, calcium, fibre, vitamin C and carbhydrates. A Mnthly Duble-Blind Peer Reviewed Refereed Open Access Internatinal e-jurnal - Included in the Internatinal Serial Directries Internatinal Jurnal in Management and Scial Science id- irjmss@gmail.cm Page 98

4 IJMSS Vl.03 Issue-04, (April, 2015) ISSN: Internatinal Jurnal in Management and Scial Science (Impact Factr- 3.25) Cnvenience: Liptn Ice Tea is taken in can t appreciate the lk and the taste. Cmfrt can be taken as the plastic can is easy t dispse f withut making any cmplain. Liptn Ice Tea can replace sft drink and can be taken as an auxiliary f tea r fruit drinks at the same time. 4.1 Gals and Objectives 4. Marketing strategy t increase the sale Nn-Financial: Increasing the quantity f emplyments and imprving persnal satisfactin f representatives Imprve the cmpany s image Delivering the great quality and taste t the purchasers. Cntributin in the grup activities Financial: Increasing the net prfit as per share cmmn stck Increasing the net prfit as percentage sale Imprve Prfitability Increasing the net prfit as percentage f investment 4.2 Cre Distinct Cmpetency f the Liptn Liptn ffers the prducts wrldwide as indicated by the essence f individuals in a specific natin. Liptn has a separate supply chain department. Multi Natinal Operatins. Liptn ffer adaptable, high quality prducts. Liptn ice tea is prestigius fr its healthful prperties. Other beverages and sft drinks hwever, represent the epitme f sugary sft drinks. They use Tunnel Pasteurizatin and Sterile Filling Prcess in packaging prcess. Liptn supply chain verifies that Liptn items are accessible, regardless f wherever yu are in India. 5. SWOT Analysis Liptn Ice Tea Strengths: Liptn ice tea gives additinal supplements as characteristic cncentrates in the frm f natural extracts. These cncentrates give extra vitamins, calcium, irn, carbhydrates etc. Liptn ice tea des nt cmprise f any fake flavurings r hues. The USP is exceptinally unique cnsidering the way that this item has a blend f prperties that are nt generally fund in the cntending items. Liptn ice tea s peculiarity lies in its nutritius quality and herbs which serves as its USP. A Mnthly Duble-Blind Peer Reviewed Refereed Open Access Internatinal e-jurnal - Included in the Internatinal Serial Directries Internatinal Jurnal in Management and Scial Science id- irjmss@gmail.cm Page 99

5 IJMSS Vl.03 Issue-04, (April, 2015) ISSN: Internatinal Jurnal in Management and Scial Science (Impact Factr- 3.25) Weakness: Devaluatin f Rupee: The past mnetary states f the natin have brught abut crumbling and insecure estimatin f the Indian Rupee in crrelatin with ther utside cinage. This causes the csts f imprts t vary and in the meantime decreases the certainty f the imprters, n whm Liptn vigrusly depend upn. Aside frm this, these cnstant fluctuatins cause expense t be fr the mst part high n numerus ccasins bringing abut vulnerability. Strng Direct & Indirect Cmpetitin: There is strng cmpetitin in the business thrugh the vicinity f Tea industry gliaths like Nestea etc and s frth and mrever Cca-Cla and Pepsi catch a huge market share thrugh prficient and bundless limited time prmtinal campaigns and distributin netwrk. Ice tea is suitable just fr summer seasn. Cnventinal Perceptin abut Tea: In a natin like India the utilizatin f tea is high. Remembering this there are a cnsiderable measure f rganizatins pander t this need fragment. Liptn ice tea, hwever is a separated item, has tea as its base, in this manner the first picture that it evkes in the mind clients is that f a drink that is taken chilled in distinctive flavurs. An immense number individual in India are extremely impervius t change. Opprtunity: Higher degree f flexibility frm the yunger generatin: The yuth f India rather than their pints f reference are mre versatile and beneficiary twards new thughts. It is this flexibility f theirs that will turn ut t be an pen dr fr LIPTON ICE TEA. Liptn trust that since prduct item is helpful as well as creative and evidently alluring t will pull in these yungsters and individuals in their twenties, thirties thrugh these features, wh ver all different things rate cmfrt and quality first. High Ptential in terms f increasing Market Share: LIPTON TEA Pvt. Ltd sees the steadily expanding market share as an pprtunity fr Liptn ice tea. The item that is being ffered is nt prmptly accessible as far as bth lcal brands hat are accessible in the main stres f Indian cities. Nutritinal Prduct: LIPTON ICE TEA, as ppsed t tea and ther fruit drinks accessible in the business, cntains n simulated flavurs r clurising. Aside frm this current its lw stimulant substance, nn- carbnated and vicinity f extra vitamins, calcium, and carbhydrate and irn substance make it an alluring different ptin fr the fficially present beverages in the business. The ddity f beverage will draw in the health cnscius grup f cnsumers wh are generally ignred. Fill lp hles present in the cmpeting prducts: Appealing, high quality and cnsistency in taste are peculiarities that are ver lked by the cntenders because f ne reasn r the ther. Regardless f the pssibility that these features are exhibit in a cuple f items they are very evaluated and are nt effectively accessible in the business in view f being imprted. Liptn, with the assistance f LIPTON ICE TEA, ges fr filling these escape clauses by giving assrtment, uniqueness and cnsistency in taste all at a sensible cst. Threats: Cmpetitr s Strategies and Plices: The very actuality that LIPTON ICE TEA is cntending with names like Tetly, Nestea and s n pstures t be a threat. At this A Mnthly Duble-Blind Peer Reviewed Refereed Open Access Internatinal e-jurnal - Included in the Internatinal Serial Directries Internatinal Jurnal in Management and Scial Science id- irjmss@gmail.cm Page 100

6 IJMSS Vl.03 Issue-04, (April, 2015) ISSN: Internatinal Jurnal in Management and Scial Science (Impact Factr- 3.25) stage, hwever LIPTON ICE TEA will be substantiated with a sufficient publicizing plan; it may in any case miss the mark regarding that f its cmpetitrs. Gvernment Plicies: Gvernment Plicies like GST, which has been cllected upn all shpper items, acts like a threat and set csts higher. Aside frm this the discuraging plicies with respect t the imprt f tea leaves is an alternate danger. Unaccunted cmpetitin: Anther risk that LIPTON ICE TEA cuntenances are rivalry regarding pirated results f the same item class thrugh the Black Market. One f the real threat that LIPTON ICE TEA has is that hw t utilize the ice tea because f the lack f prduct knwledge in India. 6. Cnclusin By seeing at the regale f the ttally new idea and the new item in tea industry, Liptn ice tea has varius prfits and as a result f the careful assessment thrugh the SWOT analysis and the industry analysis it is likely that this item will pick up the nrmal market share. This slid and nutritius ice tea with new flavurs will be suitable fr the sund physical and mental develpment. It may be cnceivable that this item may flunder as it is anther idea yet thrugh verview it is evident that this item suits the level cnsciusness f all yuth and adults. References 1. Articles frm Business Standard 2. Articles frm Financial Express 3. Articles frm Ecnmic Times 4. Philip Ktler Marketing Management- Analysis & implementatin & Cntrl New Delhi; 1998, 9th Editin 5. Essays, UK. (Nvember 2013). Case Study Liptn Ice Tea Marketing Essay. 6. Abdul-kader, Sherif; Marketing Manager, Unilever Egypt; MSc Internatinal Marketing at the University f Strathclyde A Mnthly Duble-Blind Peer Reviewed Refereed Open Access Internatinal e-jurnal - Included in the Internatinal Serial Directries Internatinal Jurnal in Management and Scial Science id- irjmss@gmail.cm Page 101