Lipton Case Study

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Background of the company Lipton is a brand of tea and so far the largest manufacturer of hot beverage industry. The company was named after its founder Thomas J. Lipton, under the slogan "Direct from the tea gardens to the tea pot" The background starts off with the its founder Thomas Lipton who turn on the band "Lipton" and gave it a young start. In 1871, Thomas at the age of 21 plough in his money and interest into a small store in Glasgow, which is a small town in Scotland. Soon it gained popularity in the area and within 10 years it managed to capture 20 profitable grocery stores. In 1881 Lipton started a gimmicks to attract the attention of its consumers and came up with the idea of selling cheese. The centre of attraction to this new…show more content…
The company continued to experiment with new food and beverage products throughout the decade and also cement its dominance of the tea and instant soup segment. Lipton teamed up with Pepsi to offer seven bottled teas, three canned teas, and four fountain tea drinks. In 1995 it entered as the U.S. leader in selling ice cream, soup industries and as a top seller of salad dressings, snacks, seasonings, gelatine products, and various side dishes. The Lipton tea company was acquired by Unilever a consumer good company. In 1991 Unilever made a joint venture with Pepsi Co to market Lipton Tea, the second joint venture made with Pepsi-Lipton International (PLI) which not just caters US market but large European market as…show more content…
Beside Lipton's black leaf teas it also introduced green teas, blacks teas, herbal teas and ice-tea. Lipton is jointly working with Rainforest Alliances (NGO) which works to address issues regarding deforestation and environmental destruction: timber extraction, agricultural expansion, cattle framing and tourism. In May 2007, Unilever carried out sourcing all its tea in sustainable manner. The label of the brand was first created by Thomas Lipton, a yellow pack with red shield label which still represents the brand today. Lipton's main pillar brands are Lipton Yellow Label and Lipton Iced Tea. Lipton tea is running successful around the world including Pakistan. It was launched in Pakistan in 1948 and is one of the oldest brand in the country. Lipton’s portfolio in Pakistan consists of Lipton Yellow Label Tea, Lipton Mega Daane, Lipton Teabags, Lipton Green Tea and Lipton Flavoured Tea. Initially the concept of a dander tea was introduced by Tapal in 1987 by keeping the local taste buds of Pakistani in mind. The strong blend of granules gave the tea a lively flavour and rich colour. The product got successfull in Pakistan. Similarly Lipton also try to capture the same market of people who prefer strong blend of tea by introducing Lipton Mega

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