Marketing Plan For Lipton Green Tea In Sri Lanka Essay.

Scenario: In your role as newly-appointed Marketing Manager in a stated organisation of your choice.

You are required to formulate a marketing strategy and plan for the next 12 months.

To achieve management concurrence and budget allocation for the recommendations in your report, you are required to present them concisely and persuasively as a live face-to-face presentation to an audience of senior managers of your organization.

To support this presentation, you must produce a PowerPoint document, consisting of up to 12 PowerPoint slides. Each slide requires a short accompanying paragraph of Speaker Notes to provide an overview and support for that specific slide.  

Lipton is a British tea brand, owned by organization Unilever and operates by Dylan Wong. Lipton offer verities of tea to their potential as well as existing consumers. The organization is named after their founder Thomas Lipton. This organization offers wide verities of teas for different personality or taste of consumers like Black tea, white tea, green tea, Oolong tea, Infusions and fruit tea, rooibos, green tea, and chai tea.

The company is selected Green tea for health-conscious people of Sri Lanka.

Secondary sources will be used by the Lipton to access the market condition.

The marketing manager will select 50 consumers to collect their opinion and views towards green tea. This marketing plan will be required more time and higher cost in market research.

The situation analysis is an important concept for the mangers of Lipton to evaluate the external as well as internal atmosphere. Consequently, the organization would be capable to analyze their consumers, business environment, and capabilities. In this, the organization could use the SWOT analysis method for evaluating the internal condition of Lipton while PESTLE will be used to examine the external situation of the firm.  

Marketing objectives are goals determined by the business at the time of promoting their products and services to consumers as it should be accomplished within the specified time period (Agnihotri, et al., 2016).

• To increase the sales of the company by 65% in the next 12 months
• To grow market share by 35% in next 12 months
• To improve online presence by 25% within 12 months

STP is used to spread awareness about target products and services among the huge amount of consumers. It enables the organization to make a clear outline about products and services before manufacturing the products and services (Smith, 2016).      

Lipton should target the marketplace in the basis of demographical, geographical, and psychographic factors for offering Green tea In Sri Lanka. In the geographical factor, Lipton will target the urban area of Sri Lanka to deliver their Green tea. Under the demographical factor, Lipton will segment their market by considering gender, age, and income. Lipton will select 15-60 age groups of people to deliver the Green tea.  Moreover, it also targets female as well as male because this product could be imperative for both male and female. This organization will target upper, lower uppers and upper middles of people of the consumers. On the basis of a psychological factor, Lipton will select those consumers who believe in having the healthy products and services.               

Marketing Objectives

The perceptual map demonstrates that Lipton has a higher image in the market as it provides green tea in the premium quality to their consumers.  

The marketing mix is used as the marketing techniques that the organization uses to pursue their marketing objectives in the specified time and cost. There are four factors that are considered in the marketing mix like price, place, product, and promotion (Järvinen and Karjaluoto, 2015).   

The Lipton Green tea will deliver premium quality to their specified consumers as compared to their market player. This product is loaded with antioxidants and nutrients as it could positively impact on the body of people (Kowalkowski, et al., 2015). There are certain benefits that could be obtained by having Green tea like fat loss, lower risk of cancer, and improved brain function. Lipton green tea is created only for health-conscious people upper medium level hence it offers green tea at high prices.           

Lipton should use the penetration pricing and competitors approach oriented for enchasing the number of consumers towards the green tea of firm. Through this strategy, Lipton could set their product prices at a reasonable marginal cost as compared to their key market players. Economic pricing strategy assists the organization to persuade potential consumers and enhance their share in limited time and cost (Canniford and Bajde, 2015). The real manufacturing cost of Lipton Green tea is less than the other brands due to the availability of cheap labor. Hence, it is analyzed that the company should use the economic pricing sta strategy to produce higher revenue.                 

The place is also an effective marketing strategy that will be really sold. Through this method, the organization could create ways of evaluating and reflect the exact area wherein the consumer reaches at the salesperson (Baker, 2016). Furthermore, Lipton could sell their Lipton Green Tea in many different areas of urban area in Sri Lanka. The organization could sue the direct selling approach by which salespeople of the company could directly meet and talk to their potential consumers. Lipton could use telemarketing wherein Lipton could take orders of Green tea by email and phone. Besides this, Lipton could sell their goods in retail shops. These methods could support the Lipton to get a higher amount of the profit in the least time and cost.         

Lipton green tea can be simply promoted caused by their biological status. Moreover, Lipton could promote their Green tea by considering different electronics sources like newspaper, print media, television, billboards, radio, and magazines. In the recent business scenario, consumer believes in using social media for purchasing any goods, therefore, Lipton could imply this strategy to promote their green tea in the market of Sri Lanka. There are certain sources that could be used by many modes likeYouTube, Twitter, and Facebook (Homburg, et al., 2017).    

STP

Under Implementation and control system, Lipton will be capable to examine the preference of different organizational resources such as financial, human, and physical. It supports to examine strategies that would be implemented in the business process.

Under this stage, top management of the organization will determine certain factors like marketing objectives, core values of the organization, products features, target market, target people, and KPIs (Baker, 2016). It could be effective to obtain higher profit from green tea.

This is the second stage by which Lipton make activities list as it will be accomplishing in upcoming six months like market research, target audience, marketing goals, marketing communication approaches, and marketing budget. It will support to influence a huge amount of the consumers.         

Under this method, Lipton discusses the plan with their subordinates for getting their feedback about the products and services of green tea. There are certain methods that could be used by top management of the company like email method and direct meeting (Homburg, et al., 2017). It could support organization to communicate the plan for their subordinate for executing plan into the market.                   

Under this method, organization determines feasible decision with respect to the product plan. Each member of Lipton stays committed to a developed plan for getting higher success in the least time from Green tea.  

An organization will use two kinds of methods to control the operational process of the products and services like financial control and marketing control method. The financial control enables to examine the outflow and inflow of the cash while the marketing control aid to examine the marketing activity of products (Baker, 2016).       

The human resources department, marketing, finance, and research and development department will give responsibilities for operating business activities and get positive responses in the limited period (Homburg, et al., 2017).

Following marketing objectives will be practiced by the organization:

• To increase the sales of the company by 65% in next 12 months
• To grow market share by 35% in next 12 months
• To improve online presence by 25% within 12 months

There are certain approaches that will be considered by Lipton to control their business processes like Market share analysis, Sales analysis, Quality controls, and Marketing research. 

Conclusion 

From the above discussion, it can be concluded that Lipton could use the marketing mix strategies to promote their products among huge amount of the consumers. It can be summarized that company evaluates the internal and external environment of the firm by considering PESTLE and SWOT to understand the actual situation of company. It can be concluded that company could also use STP technique to determine their, market, target, and competition level.

References 

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