A Marketing Plan for Lipton Ice Tea

MARKETING PLAN: LIPTON- UNILEVER

1

Table of ContentsIndustry Analysis...................................................................................................................................3

Company Objectives.............................................................................................................................4

Vision Statement...........................................................................................................................4

Mission Statement.........................................................................................................................4

The Consumer:......................................................................................................................................5

Nutrition and Health......................................................................................................................5

Quality...........................................................................................................................................6

The Population:.............................................................................................................................6

Customer Analysis................................................................................................................................9

Brand Analysis and Positioning...........................................................................................................11

Competitor Analysis............................................................................................................................12

SWOT Analysis...................................................................................................................................14

The Diffusion Process.........................................................................................................................17

Complexity......................................................................................................................................17

Market related Characteristics.....................................................................................................17

Market related Characteristics.....................................................................................................18

Product Related Characteristics...................................................................................................18

Divisibility.......................................................................................................................................18

2

Market Related Characteristics....................................................................................................18


Compatibility...................................................................................................................................19



Relative Advantage..........................................................................................................................19



Marketing Planning:............................................................................................................................20

Conclusion:..........................................................................................................................................22

Bibliography........................................................................................................................................24

Industry Analysis

The Unilever Group is one of the world’s leading suppliers of fast-moving consumer goods.

Their Lipton brand is a leader in the US market, besides having a significant global presence.

They have also developed a ready to drink hot canned tea product under the name of Brook

Bond’s PG Tips (herein referred to as Brooke Bond). Nestle is a small company based in

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Taiwan, and already successful with its oolong iced tea beverages drink in Taiwan. It now

wants to target the Western markets. The report contains and explains the major variable

components, which are required in the process of marketing. It gives an in depth analysis of

the tea market. It also gives a clear picture of the internal and the external factors involved

that surround the Iced Tea Product.

Company Objectives

It’s the products and people that define Unilever. In an industry and world that are ever

changing, Unilever’s ownership team is committed to maintaining a Vision and Mission that

remain constant. The Vision statement for Unilever is as follows:

Vision Statement

“We will be a global enterprise recognized throughout the world. We will be the standard by

which other businesses measure their performance. Our hallmark will be the high quality

nature products, initiative and teamwork of our people and our ability to anticipate and

effectively respond to the changing consumer needs”.

Mission Statement

“We are committed to providing our customers with high quality natural foods and tea

products. We are growth and profit oriented. We conduct our business responsibly to achieve

a superior financial return balanced with our growth benefiting our shareholders employees

and fulfilling our commitment to the community and the environment”.

4

The Consumer:

Unilever is pleased to include among its customers some of the biggest hotel, restaurant and

food service distribution companies in The USA, as well as regional and local favourite

restaurant chains, resorts, healthcare facilities and a variety of entertainment venues. Place

such as Gyms, Parks and Clubs form a major part of our target segment and also the upper

middle and above class people.

Let us have a brief look at some of the customer qualities. These have been extracted as a

result of researches that have been conducted through various sources. These tell of what

needs and preferences the consumers have as well as a general picture of the population

trends.

Nutrition and Health

Unilever’s research shows that majority of the people have developed health consciousness.

This is mainly due to the various health programs being broadcasted on television as well as a

variety of articles being published in magazines and digests. Lately trends show that people

have started reverting back to the natural means of maintaining health. Natural means ensure

high nutrition as well as health enhancement.

5

Quality

The upper class and institutional consumers looks for quality which for them is synonymous

to “imported”. The gap analysis will mention this factor in detail.

The Population:

The USA population is about 500 million is increasing by 3-4 million people per year - one

of the fastest growth rates in the world. Out of 150 million, our target market or target

segment comprises of 100,750,000 i.e. 14.5% of 150 million. This 14.5% segment comprises

of upper middle class and above.

Assumptions: 1) the market for iced-teas has not undergone any permanent steep changes

either on the demand side or supply side, whether positive or negative.

2) However, it is a steadily growing market with a long way to go before saturation.

3) Lipton’s iced tea and Kai Shies’ oolong iced tea is fundamentally very close or similar and

fall under the same product category.

4) ‘Western’ markets refer to the North American market.

The most wanted tea sector came to the number of 1.7 $ billion by the year 2005 and the

graph continued to increase consequently (Mintel 2005). The industry analysis showed that

the tea industry had the potential to even grow more and the saturation point was not

expected to come anytime soon. The tea industry mainly comprised of two favourable points

1. The requirements of the consumers for the purpose of convenience and time-saving

activities and services.

2. The plus points of press to tea industry.

6

The lifestyle of the UK and America are such that convenience has become more of a

necessity rather than luxury. The employers of the respective countries ask for the results and

productivity from their workers, thus the effect come directly on consumers. Secondly the

unstable economy has also given Americans a threat for losing their jobs. So any product

which has the matter to fulfil consumers’ need for convenience, are more successful than any

other product in the subject market (Mintel 2005). The positive environment for tea publicity

and the need for convenience have made the tea industry a successful one. It’s been the whole

decade now that tea industry is getting more popular due to its advertised health benefits.

Researches show that the advantages of tea range from low energy level to the improvisation

of major fitness and declining chance of cancerous disease (Mintel 2005). Many tea products

have come up with innovative features to have an advantage of the booming and growing

market. For instance Lipton tea has innovated a lot in different tastes and refreshment ideas it

capture the health conscious target market as a whole. It’s been almost a century that Lipton

has been dominating the tea industry which majorly includes leaf tea, infusions and ready-to-

drink tea. The research and development department of Lipton is completely focused on

innovation and the specialisation in tea taste; buying and branding to discus sit all (Wikipedia

2007).

The main reason which has actually been the back bone for Lipton success is the initial

success of it plant. The subject tea is sourced from alternate plantations in a popular tea

producing countries like Indonesia, Sri Lanka, Kenya and India. The tea company has a

standard rooms in seven different areas situated around the globe. Currently, the subject

company offers 30 different tea blends (Wikipedia 2007)

Lipton is an integral part of Unilever Global Association and it makes sure that the

production plants of the tea not only capitulates the product but also ensure its protection and

improvisation for long term perspective. Another competitive edge company has, it has a

7

very friendly working environment for the employees which definitely reflects in the

derivation of the product. The east Africa production plant of Lipton has been involved

working with third party to make sure the compliance with Unilever’s sustainable agriculture

guidelines and the Ethical Tea Partnership criteria (Wikipedia 2007).The Lipton tea captured

the booming market with its ultimate desired to even achieve more and go way beyond the

limits to achieve more success. To achieve the ultimate success, the Anglo-Dutch Unilever

Company joined hands with the American PepsiCo in the year 2003. With the help of this

venture, PepsiCo distributes and markets the Lipton products and specially the ice tea one in

70 different countries around the world (Wikipedia 2007). The latest venture has been further

promoted by 50-50 JV Pepsi Lipton International which mainly involves the removal of non-

core function than the support for the existing brands” (Unilever-PepsiCo 2005). In 2006

press conference, Unilever made an announcement that the venture with PepsiCo had to main

aims when it actually started and those were the movement of Lipton into diversified

distribution channels and also for the exposure into new markets. The company its self

reported that Lipton tea is the world leader in the 20 billion litter world market for the

readymade tea, it’s still needs to get some space in few market and the PepsiCo venture is

going to help in this regard.

The basic aim has already been explained above and further it says that the “white space”

market will get the coverage by this venture between PepsiCo and Unilever. Pepsi is already

strong in most of the markets, it has been anticipated that significant business opportunities

will come from the same market o Pepsi (“Unilever-PepsiCo” 2003). The Pepsi Company is

supposed to assemble the sales of the ice tea in70 countries which have Six Gulf States,

Czech Republic, Hungary, Albania, Romania, Thailand, Singapore, Vietnam, Turkey, Saudi,

Australia, Spain and Poland. The respective venture is a logical growth of an earlier

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collaboration between the two major corporate companies. With the aim to increase sales in

the North American market, a partnership of Pepsi and Lipton Tea for established 10 years

ago. Today the Pepsi Lipton Partnership stands firmly as the leading tea player in the United

States and Canada.

It is expected that both the partners in this venture would have to establish considerable

leverage in order to pursue the market dominance goal for Lipton in the rest of the word.

Both the partners have unique strengths and competencies upon which this venture would

bank. In this context, ready to drink concentrate would to be sold to Pepsi franchise bottlers

for further distribution by Pepsi. In doing so, Unilever would bring to the venture a powerful

brand, knowledge of the industry, superior research and development capabilities to the Joint

Venture. On the other hand, Pepsi would give access to its extensive bottling and distribution

network and CRM best practices (“Unilever PepsiCo” 2003).

Customer AnalysisThis section includes analysis of the target market that would be pursued for establishment

the Lipton Brand. It seems that there are two major target markets for ready to drink ice tea.

Consumers on the Move: Consumers that generally have a very busy and hectic life

and may include corporate employees, students, entrepreneurs, technical workers, etc.

their hectic lifestyle essentially requires them to buy products that have been

developed to be highly mobile and for consumption on the go.

Health Conscious Consumers: This includes consumers that associate a high value to

healthy foods and beverages.

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The above mentioned consumer groups therefore exist for the Ice Tea. Based on this fact, it

would be safe to say that the highly mobile nature of Ice Tea and the health oriented factors

associated with the consumption of tea along with the increasing realization for healthy

aspects of tea consumption; are a few factors that are being viewed as key elements behind

identification of the target market for this product. Lipton Ice Tea represents 10% of the

world market for tea (Wikipedia 2007) and is destined to improve its distribution and

consumption through this joint venture with Pepsi and by virtue of a strong marketing

campaign.

A few recent studies suggest that the health benefits would drive the performance of Lipton

ice tea across the globe (Winslow 2006). Consumers generally perceive tea consumption to

be a healthy activity and are more likely to consume ice tea rather than other soda based

drinks. Therefore, the 100 percent Natural Tea and 150 mg of protective natural antioxidants

has made Lipton tea a major participant in the global tea market. On the other studies also

suggest that consumers drink Lipton ice tea due to the fact that it’s inexpensive and largely

available. “Many tea drinkers choose Lipton because it is really inexpensive and you can get

it just about anywhere. It is surprising that more people do not drink tea, as they would have

longer, happier and healthier lives if they did” (Winslow 2006).

Moreover, some consumers believe that consumption of anti-oxidants is very healthy and

hence consume excessive amounts of tea every day. “Tea makes you look younger too and

gives you energy as well. You know it also costs a lot less to drink tea too, for 100 bags at

$2.50 lasts you about weeks. 2-quarts per day are possible when it is really hot out, of course

it varies with the drinker” (Winslow 2006). Therefore, upon capturing the positive consumer

10

perceptions regarding healthy beverages and their on the go nature, Lipton is continually

developing its beverages category to be more accessible, highly mobile, and health appealing.

Brand Analysis and Positioning

Lipton ice tea has been positioned in the market as “great tasting and good for [consumers]

because it is rich in protective antioxidants” (Unilever 2007). It is globally promoted as “the

perfect drink for active, healthy lifestyle” (Unilever 2007). The standard stock keeping unit is

a 16 oz plastic bottle and comes in various flavours and bundled in cartons containing six

bottles each. The following flavours are available:

Iced tea Sweetened - Lightly sweetened iced tea

Iced tea Unsweetened - Tea with no sugar and no added flavours

Iced tea with Lemon - Sweetened iced tea with a twist of citrus flavour

Iced tea with Raspberry - Sweetened iced tea with raspberry flavour

Iced tea with peach - Sweetened iced tea with peach flavour

Iced tea Diet Sweet Tea - Lightly sweetened with Splendid and no calories

Iced tea Diet Lemon - Lightly sweetened with a hint of lemon

Iced tea Extra Sweet - Very sweet iced tea, marketed as "Southern Style" in some

areas

Half & Half - Half sweetened ice tea and half lemonade

Diet green tea with Mixed Berry - Mellow tea diet and lightly flavoured with mixed

berry

(Wikipedia 2007; Unilever 2007).

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Consumer welfare and sustainable development have been the main driving factors behind

the packaging and marketing of Lipton Ice Tea. Therefore, in order to meet the diverse tastes

of consumers the world over, Lipton is continually adding new flavours in the product. These

attributes have the organisation to develop and expand its niche at a fast pace in the global

arena.

According to Patrick Cescau, director of Unilever Foods: “Unilever has a strong presence in

the developing and emerging markets yet there is plenty of ‘white space' to move into. These

markets are the next in our planned rollout and we see Pepsi as the best partner to help us

achieve this. This new joint venture marks truly significant step in the expansion of the brand,

bringing it within the reach of many millions of new consumers." (“Unilever PepsiCo” 2003).

Moreover the alliance between Unilever and PepsiCo is expected to “enable Lipton to

Strengthen its global position. At the same time, we are rounding out our portfolio with a

Strategic partnership in one of the fastest growing beverage segments and providing

consumers with Lipton, the world leader in tea." (“Unilever PepsiCo” 2003).

Competitor Analysis

The important and recent competitor for Lipton in the respective industry is Nestle

Refreshment Company who manufactures and produces Ice tea which directly competes with

Lipton Ice Tea.

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The subject competitor had a decided agreement with the other soda producer, Coke to make

Coke and Nestle Refreshment Organisation (Sturtevant 1992). Nestlé’s agreement with Coke

is the same Lipton-Unilever’s agreement with Pepsi which is defined as GLOBAL

DITRIBUTION PROJECT. This agreement between Coke and Nestle has saved as a major

threat for Lipton Unilever to sustain as a number 1 player in the market. Consumers generally

perceive tea consumption to be a healthy activity and are more likely to consume ice tea

rather than other soda based drinks. Therefore, the 100 percent Natural Tea and 150 mg of

protective natural antioxidants has made Lipton tea a major participant in the global tea

market. On the other studies also suggest that consumers drink Lipton ice tea due to the fact

that it’s inexpensive and largely available. There is a strong presence of Nestle in the USA

and some parts of the world have remained a threat to the aims of Unilevers to bring Lipton

as the world’s most dominant player in the market.

The company nestle has two major products: Nestea with the usual Lemon taste and the diet

iced tea with lemon flavour. Both are available in 12 ounce cans and in 16 ounce wide mouth

glass bottles. In adding to the cans and bottles, Nestea is obtainable in chilled cartons (as in

milk cartons) in the refrigerated sections of grocery stores and convenience stores.

The tea is preservative free and made from a brewed product taken back down to a tea

powder.

While Nestle Coca Cola continues to develop the packaging and marketing strategies for

Nestea Ice Tea, there are no recent announcements of impending new products or new

flavours of ice tea to be developed soon. There is a limited flavour of Nestea Ice Tea which is

basically the original ice tea flavour. The company has not shown interest to capture the

emerging demand for healthy ready-to-drink ice tea products. This can be a good opportunity

for Unilever PepsiCo to exploit. Lipton Ice Tea can continue to expand its market niche by

13

capturing the growing market for healthy ready-to drink ice tea. Unilever PepsiCo can exploit

the limited flavours of Nestea Ice Tea.

SWOT Analysis

When the situation is viewed in terms of SWOT analysis, the following

are the highlights:

A. STRENGTHS

i. Strong Financial Backup: Lipton Unilever has been established as a

group by five investors who are also its board of directors. Hence,

providing Lipton Unileverwith strong financial assistance.

ii. Emphasis on Quality: The Company manages to provide

improved/innovative products to the consumers through research

and development. Lipton Unileveris established with the primary

concern for uncompromised quality in mind and all of their

products are perceived by the consumers as the best in business

with respect to quality. They maintain their high quality standards

by importing professional expertise and technology from developed

nations.

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iii. Encouragement to innovativeness: The Company has a very

aggressive strategy when dealing with developing new products, i.e.

they are ready to take risks and come out with products that have

unique differential advantages and are unavailable in the market

yet.

iv. Strong USP: Lipton has a strong USP as compared to its only major

competitor Nestle. Lipton provides therapeutic as well as image

benefits.

v. In-house research facility: Lipton Unilever has an in-house research

facility, where market research can be done about consumer

preferences and our competitors, the information is very useful to

top level managers for decision making.

B. WEAKNESSES

i. High Price: Since the cost of production of most of their products

is high because of various factors (imported ingredients,

technology, quality and maintenance etc), they charge high prices

for the items they produce.

ii. Inexperience in the Tea market: Unilever USA is not a new

company although it comprises of highly professional people and a

15

strong marketing strategy; they are new entrants in the tea market

market.

C. OPPORTUNITIES

i. High Growth Rate: Industry has high growth potential in line with

high rates of population

ii. i.e. 5% in urban population.

iii. Brand Equity: To establish brand equity by creating awareness in

untapped segments of the market.

iv. Untapped Segment: Iced tea for health benefits is locally, an

untapped segment, i.e. currently none of the competitors are

catering to that specific segment except for Nestle, which creates

an oligopoly in the complete Iced Tea market. This gives Lipton

Unilever still an advantage to serve to those consumers only who

want complete taste awareness before other competitors also enter

the market.

v. Increasing concern for health: Since the media explosion from the

mid-90s, people have convenient access to information and are

being exposed to the trends and concerns followed by the western

nations. Hence, people are being educated about the concern and

16

need for health awareness and therefore have adopted increasing

concern for their health and appearance.

D. THREATS

i. Rivalry firm: The tea industry facilitates a lot of competition from

market leaders like Nestle, etc. Their longer existence in the market

has given them an established consumer base and loyalty and has

provided them with the experience that Lipton Unilever lacks.

ii. Economic Factors: Increase in government tariffs, import duties and

political situation of the country i.e. economic instability could be a

threat to our product.

The Diffusion Process

Complexity

Market related Characteristics

The product is complex but as the targeted consumer is a risk taker, innovator then such

complexity is not a problem. With reference to the need perception the need for such product

is present in the market and as far as the economy is concerned such complexity is not

increasing the price for the consumer.

17

Product Related Characteristics

The complexity dose not compromise any of the product related characteristics that is

communicability, divisibility, compatibility and relative advantage but on the other hand

compliments the compatibility and provides relative advantage.

Communicability

Market related Characteristics

The communicability of the product is good and with reference to the consumer i.e. innovator

is most suitable. The need perception and the economy dose not affect it.


The communicability dose not compromises any of the product related characteristics.

Divisibility

Market Related Characteristics

The product is divisible according to the needs of the consumer and the economy. It has three

different SKU’s.


The divisibility of the product is such that it some what complements the product related

characteristics

18

Compatibility


Being available in three different SKU sizes and having the differential advantage the

compatibility is strong and the economy is not compromised by this.


It dose not effect any

Relative Advantage


Having relative advantage dose not compromise customer innovation infect the customer hi

highly innovative and the need for such product is there which is available economically.


It increases the complexity as well as the compatibility thus giving our product a good

relative advantage.

Forecasting Demand

The present demand for the ice tea in states is huge as per the statistics. It comprises of 80%

of all the tea consumption in America. The Americans have adopted this as a unique habit

whereby they have a short participation ratio in the tea business.

19

As the expediency of drink iced teas tempt fresh tea takers, an overturn result should happen

in the require for other types of more particular teas, such as natural iced-tea to boost. Several

other factors can be used to anticipate the claim of iced teas or for any other souk section.

Most of them mainly tell to the expansion speed of present market section bases such as era,

profits, and certain people groups. Changes in way of life or in the socio-economic state are

amongst the well-built growth that might pressure command in particular in the long run.

Exact to the iced-tea market for instance, a decline in the amount of functioning class due to

quickly aged inhabitants might delay demand in city centres particularly in business-related

areas.

However, the viewpoint for iced-tea beverages is still very much constructive with immediate

tea becoming more significant in confident markets. According to a study by Goradia

(mentioned in ‘Commodity Supply Management by Producing Countries’), the global

utilization of fluid tea rose by 145% while that of tea leaves increased by only 95% between

1950 and 1975. Such fast expansion is expected to carry on into the near prospect.

Marketing Planning:

The primary step in advertising preparation is to decide what kind of bases are to be used to

section the market. Segmentation comprises dividing buyers into diverse groups, each with

different needs, kinds or performances, who may need split products or marketing mixes. The

iced-tea marketplace has some groups or sections where customers observe or purchase

manufactured goods in a comparable method in each of these segments. Their bases can be

classified as follows (As quoted by the economic review):

I) Behavioural

II) Demographic

20

III) Geographic- villages and towns or all mentioned.

Value cannot be considered a main issue affecting buyer insight as tin iced-teas are more

almost priced with comparable products such as drinks or iced brown. However, price

amongst competitors in the same product category plays a very important role.

The further step involves aiming exact segments with possible for the corporation in which

the corporation has a disparity advantage over its competitors. The preference of different

segments should allow the business to make the most or maximum client value and maintain

it over time. The option of segments also varies according to its dimension and the capital it

has. For example, Nestle, with smaller capital may want to aim a small number of segments

at first in difference to Unilever that would want to wrap a greater market by targeting several

segments.

However, Nestle, in its home American market was an omission because it had to use

forceful publicity methods to make a completely recent market for oolong iced-tea, which

was almost absent. In this case, it targeted all age groups, even the custom jump older

invention who were very much used to consuming hot tea and were slightest probable to give

up this practice. It’s selling point of Nestle drinkers being a ‘new breed of people’ in a ‘new

world’ along with it’s usual elements and physical condition settlement appealed to

everybody, including the old who be inclined to be more fitness conscious in the North. The

idea of being exclusive and dissimilar plea to the younger creation, while the healing benefits

of this tea involved the strained working class besides given that them with the handiness of a

canned drink to balance their busy lifestyles.

Short-Term Objectives

1) Aggressive Marketing Strategy

21

2) Improve Packaging

3) Improve Shelf Presence

Conclusion:

The lifestyle of the UK and America are such that convenience has become more of a

necessity rather than luxury. The employers of the respective countries ask for the results and

productivity from their workers, thus the effect come directly on consumers. Secondly the

unstable economy has also given Americans a threat for losing their jobs. So any product

which has the matter to fulfil consumers’ need for convenience, are more successful than any

other product in the subject market (Mintel 2005). The positive environment for tea publicity

and the need for convenience have made the tea industry a successful one. It’s been the whole

decade now that tea industry is getting more popular due to its advertised health benefits.

Researches show that the advantages of tea range from low energy level to the improvisation

of major fitness and declining chance of cancerous disease (Mintel 2005). Many tea products

have come up with innovative features to have an advantage of the booming and growing

market. For instance Lipton tea has innovated a lot in different tastes and refreshment ideas ti

capture the health conscious target market as a whole. It’s been almost a century that Lipton

has been dominating the tea industry which majorly includes leaf tea, infusions and ready-to-

drink tea. The research and development department of Lipton is completely focused on

innovation and the specialisation in tea taste; buying and branding to discus sit all (Wikipedia

2007). The present demand for the ice tea in states is huge as per the statistics. It comprises of

80% of all the tea consumption in America. The Americans have adopted this as a unique

habit whereby they have a short participation ratio in the tea business.

22

As the expediency of drink iced teas tempt fresh tea takers, an overturn result should happen

in the require for other types of more particular teas, such as natural iced-tea to boost. Several

other factors can be used to anticipate the claim of iced teas or for any other souk section.

Most of them mainly tell to the expansion speed of present market section bases such as era,

profits, and certain people groups. Changes in way of life or in the socio-economic state are

amongst the well-built growth that might pressure command in particular in the long run.

Exact to the iced-tea market for instance, a decline in the amount of functioning class due to

quickly aged inhabitants might delay demand in city centres particularly in business-related

areas.

23

Bibliography

Mintel. 2005. “Tea and RTD Tea in the United States.” Available from

http://www.liptont.com/our_products/iced_tea/

Ice tea as a brand , Joanne Dubbs Ball & Dorothy Hehl Torem, Schiffer Publishing, Atglen,

PA, 1996, hb, pg

Popular Consumption, 1840-1940 , Roseann Ettinger, Schiffer Publishing, Atglen, PA, 1993

value update pb, pg

Litpon VS Nestle of the ‘60s, 70s, and 80s, Roseann Ettinger, Schiffer Publishing, Atlgen,

PA, 1997, pb, pg

Twentieth Century Eating habits , Angie Gordon, Adasia International, New York, NY, 1990,

hb, np

American tea , coffee and Iced tea , Priscilla Harris Dalrymple, Dover Publications, Mineola,

NY, 1991, pb, np

Tea in the Movies , Elizabeth Leese, Dover Publications, Mineola, NY, 1991, pb, np

Everyday Eating out 1909-1920, As Pictured in Sears Catalogs , JoAnne Olian, ed., Dover

Publications, 1995, pb, np

Everyday Fashions of the Twenties, Stella Blum, ed., Dover Publications, 1981, pb, np

24

http://www.liptont.com/our_products/iced_tea/

Sturdivant, S. 1992. “Ready to drink teas and new alliances: the race is on for market share.”

Tea & Coffee Trade Journal , October 1992. Available from

http://www.allbusiness.com/manufacturing/food-manufacturing-food-coffee-tea/323313-

“Unilever, PepsiCo join forces to meet ice tea challenge.” Available from

http://www.foodanddrinkeurope.com/news/ng.asp?id=18257-unilever-pepsico-join

Wikipedia. 2007. “Lipton.” Available at http://en.wikipedia.org/wiki/Lipton

Main: Kotler, Philip; Armstrong, Gary; Saunders, John and Wong, Veronica (2001)

Principles of Marketing, European Edition, Prentice Hall, Europe,

Chapter 3

Books: Maizels, Alfred; Bacon, Robert; Mavrotas, George (1997) Commodity

Supply Management by Producing Countries, Oxford University Press, NY,

USA, Chapter 9

Company Reports: Unilever Annual Review 2001

Brand loyalty – “Consumers turn blind eye to bad brand values-study”

http://www.forbes.com/newswire/2002/11/20/rtr801236.html

25

http://en.wikipedia.org/wiki/Lipton

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A Marketing Plan for Lipton Ice Tea

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