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Lipton Green Tea Market Insights Pakistan

This document discusses the green tea market in Pakistan. It notes that green tea is a Rs. 1.7 billion segment with 3,898 tons in volume and is growing at 14% after two years of low volumes. Pakistan is considered the 4th largest market for green tea consumption. The document then reviews volume trends for branded vs. unbranded green tea from 2012-2016. It provides details on Lipton Green Tea, including its product offerings, price point, positioning, target group of health conscious 21-35 year olds, and past promotion efforts from 2015-2016. The challenge outlined is to come up with a comprehensive idea involving on-ground activation, digital, and TV to convince the target audience to consume green

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Amna Hassan
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651 views7 pages

Lipton Green Tea Market Insights Pakistan

This document discusses the green tea market in Pakistan. It notes that green tea is a Rs. 1.7 billion segment with 3,898 tons in volume and is growing at 14% after two years of low volumes. Pakistan is considered the 4th largest market for green tea consumption. The document then reviews volume trends for branded vs. unbranded green tea from 2012-2016. It provides details on Lipton Green Tea, including its product offerings, price point, positioning, target group of health conscious 21-35 year olds, and past promotion efforts from 2015-2016. The challenge outlined is to come up with a comprehensive idea involving on-ground activation, digital, and TV to convince the target audience to consume green

Uploaded by

Amna Hassan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Case Study

Green Tea in Pakistan- State of Play!


Green tea is a Rs.1.7 billion segment with 3,898 tons in volume. In 2016, after two years of low volumes, the
category has picked up and is now growing at 14%. Although in terms of the total tea market, green tea has
a minuscule share, yet Pakistan is considered to be the 4th potential market for green tea consumption. This
indicates a huge opportunity for growth in this segment.

Volume Trends

3460

3506

396
2012

3495
3238

3300

321

185

209

2013

2014

2015

Branded Green tea

Unbranded Green tea

494
2016

Lipton Green Tea


Product:

Currently Lipton green operates in the branded teabag


segment and has 4 exciting flavor offerings; mint, lemon,
pure and jasmine. The branded segment however is
extremely small and makes up of 17% of the green tea
market.
Price:
Lipton green tea is competitively priced at Rs. 90 for a pack
of 25 teabags.
Proposition:
Lipton Green tea is positioned as a lifestyle beverage that
delivers health benefits to users. Since green tea is an
acquired taste, it is believed that consumers buy the drink
for its benefits rather than its taste.

Lose 2 Kgs
in 3
Months

Lipton Green Tea Target Group


SEC A, 21-35 year old health conscious men and women who regularly drink
black tea and exhibit the following traits

Promotion Efforts 2015-16


TV: Airing Lose 2
kgs and Belly Fat
film

On Ground:
Sampling in
premium events

Outdoor
Deployment in key
metro towns

Consumer Promotion:
Wheatable Biscuit as
freebie

Challenge
Despite a winning product, adequate distribution across metro
towns, relevant proposition and consistent promotional
efforts, Lipton Green tea has not hit critical mass within the
tea category
The challenge is to come up with one big comprehensive idea
which involves an on-ground activation/digital plan/TV to
convince our target audience to consume green tea as a
lifestyle choice for healthy living and gain exponential volumes
and market share for the brand

Submission Format
The following five dimensions are the headings for your submission. Each needs to be
covered on one slide respectively:
Insights: Identify a particular consumer need which can be addressed by the brand
through the idea you are proposing.
Big Idea: a novel idea which communicates the brands concept, by creating a strong
message that pushes boundaries and resonates with the consumer
Digital & PR: Craft an innovative digital and PR (Public Relations) strategy. The digital
strategy should be social by design and must ensure virality. The PR plan (Digital/Print)
should have the potential to generate massive talkability by engaging influencers and
generating crowd sourced content.
On-Ground: An idea which brings the brand to life and encourages consumer
participation and engagement.
Scalability: Can the idea easily be replicated in terms of deployment and ROI

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