Lipton Iced Green Tea
- An environmental analysis of Lipton Ice Tea Green
- The choice of the group's strategy
- One response to this strategy
Founded in 1893, the Lipton brand is part of Unilever and has a worldwide turnover of 48.8 billion Euros. Ranked number 1 in the United States and many European countries, Lipton is the world's leading brand of tea.
It is present in the market for teas, herbal teas, and soft drinks. Though the reputation of Lipton tea is high, the Ice Tea of the brand which was launched ten years ago was very little known, and had no legitimacy among the young audience. One may ask what the reasons for these successes were which a decade later made Lipton the vice-champion in the summer's sales of drinks after Coca Cola. The idea was to find a place on the shelves, with a real tea product which was not too sweet or flavored, and non-gas: the Ice fishing Tea.
This new product was positioned as an alternative to sodas and fruit juices. To achieve this target, Lipton had to start by buying Fun Tea, and making a mark in bars and gas stations. The brand then introduced a multitude of promotional items in all its outlets, while relying on a policy of highly effective communication with youth. Lipton acquired a friendly image, bringing vitality and tranquility to its consumers.
It was a success that allowed it to win a large market share. In 2002, the brand diversified into creating Lipton Ice Tea Mango, which met with great success. Proud of this success which allowed it to play a leading role in the iced tea segment, and enabled it to continue to diversify its flavors and launch them, among which was Lipton Ice Green Tea, a refreshing green tea and grapefruit product, to be elected as a favorite in 2004 by consumers.
Additives are substances which are added intentionally to foods during manufacturing for technical reasons such as processing, preparation, packaging, transport, or storage of food in order to complete the term requirements of the consumer about these products. These are considered as ingredients of the food. Among the most common additives are: preservatives, flavor enhancers, coloring, food acids, enzymes and antioxidants.
The technological need to resort to the use of additives was still qualified by the reports of the risks that such use or failure may give rise to. Therefore the use - questionable at first glance - of additives such as sulfites and nitrites is still permitted in order to prevent even more dangerous situations. It is also possible to slow the growth of Clostridium botulinum and Staphyllococcus aureus significantly, curbing the production of toxins by the addition of nitrates, and preventing infections or food poisoning, sometimes with fatal results.
The fact that Lipton Ice Tea is a soft drink made with tea, gives it unique characteristics. Firstly, tea is a natural antioxidant that helps fight against the development of cardiovascular disease and certain cancers. It even seems that tea helps fight against tooth decay! Besides, Lipton Ice Green Tea has no coloring, no preservatives and has 40% less sugar than most soft drinks.
Tags: Lipton Iced Green Tea, study of the brand, success of the brand
[...] Product: A quick description of the product: The New Lipton Green Ice Tea released in 2003, is a beverage with green tea extract, which is grapefruit flavored, and combines health and pleasure. Lipton Ice Green Tea is a soft, bubbly, refreshing and revitalizing product. A response to consumer expectations. A qualified natural product which is conducive to "well being", this product meets the expectations of consumers, as it is less sweet than its competitors. It has 40% less sugar than most soft drinks, and being based on green tea, is a huge success. [...]
[...] Conclusion The group seeks to position Lipton Ice Tea Green as the ultimate refreshment, with the new aspects of health and fun. On one hand, it has the natural benefits of tea, and on the other, the good taste of fruit. This product combines three basic benefits of a drink: it is refreshing, natural and fun. Lipton Ice Tea is more natural than its competitors. Less sweet, it quenches thirst. Annexes The SWOT Questionnaire Study our survey The product range Ice Tea. [...]
[...] Lipton green ice tea 8. How did you hear about this product? - Television - Magazine - Entourage - Newsletter Name two adjectives that describe the product 10. How often do you consume this product? - At least once a day - At least once a week - At least once a month - Less than once per month - Never if Never go to question Where do you buy the product? - Supermarket - Grocery / supermarket - ATM - Service Station Newsletter You may tick several boxes 12. [...]