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Lipton tea can do that.. LIPTON QUALITY MELLOW Marketing Plan Group 1 Vanilla.

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Presentation on theme: "Lipton tea can do that.. LIPTON QUALITY MELLOW Marketing Plan Group 1 Vanilla."— Presentation transcript:

1 Lipton tea can do that.

2 LIPTON QUALITY MELLOW Marketing Plan Group 1 Vanilla

3 Outline Brief introduction of our marketing plan Brief introduction of our productsBrief introduction of our products Major competitors & marketing objectives Target market Marketing mix – 4 PsMarketing mix

4 Marketing plan Unilever foods (China) – Branches in Guangzhou First three months of 2012 Guangzhou

5 LIPTON QUALITY MELLOW Name: LIPTON QUALITY MELLOW ( ) Owner: Lipton Tea Launch time: September 15th, 2010 Category bottled instant milk tea drink ( ) Type: convenience goods PLC: introduction phase

6 Major competitors Nestle ( ) XiangPiaoPiao ( ) u.loveit ( )

7 Marketing objectives Customer awareness Customer loyalty Customer base Sales volume Market share Further marketing campaigns Introduction phase

8 Target Market Segment 1: white collar workers Age: 25 – 35 Income : above 3000 Gender: female & male Resident in: Guangzhou Segment 2: middle school students & college students Age: 14 – 25 Gender: female & male Resident in: Guangzhou 1.Quick meals 2.Alternatives of coffee 3. Convenient beverage 4.petit bourgeoisie lifestyle( ) 1.Quick breakfasts 2. Convenient beverage 3. A fashionable image

9 Product Type: convenience goods Characteristics -- quality guarantee Tea expert – Lipton Tea 100 % natural offering – plantations around the world Nontoxic & Healthful only pure, natural ingredients no preservatives & colorings no high fructose corn syrup -- HFCS ( )

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11 Product differentiation Flavor French-style Mix Berry Milk Tea Japanese-style Matcha Milk Tea Taiwanese-style Oolong Milk Tea British-style Royal Milk Tea Packaging & Design Brand name – guarantee of quality Four exotic flavors

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13 Pricing Objective – sales-oriented (introduction) Strategies – fast skimming strategy Odd pricing – RMB 4.9 Multiple-unit pricing

14 Place suppliers end customers hypermarkets supermarkets convenience storesvending machines virtual stores convenience & prestige

15 Promotion Strategy: pull strategy -- customers Promotion mix Advertising Sales promotion {

16 Advertising TV – commercials -- GDTV & TVB Direct mail – s Internet – shopping websites & video websites portals & social networking websites Outdoor – posters & electric displays Transportation – buses Media of advertising

17 Sales promotion 1 Time: January, February, March of 2012 Scene: hypermarkets, supermarkets, convenience stores Activities: 1.Points – of – sales displays 2.Sampling -- temporary counters & salesgirls 3.Premium – 4 units + a well-designed cup / teaspoon Exotic styles French British Japanese Taiwan

18 Sales promotion 2 Time: 19:30-21:30 February 14th, 2012 Scene: Grandview Square ( ) Name: YOUR CUP OF TEA Holder: Unilever foods (China) Activities: 1.DIY their own milk tea pairs of lovers 2.Free milk tea & cookies -- participants 3.Tickets for an oversea trip -- winners Romantic Valentines Day Enjoy A romantic trip to Paris & LIPTON QUALITY MELLOW

19 Thank you ! Q & A


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