Lipton Teas Case Study: achieving longevity in the growing tea market - Market Research Reports

June 25, 2010 - PRLog -- Introduction

This case study on Lipton Teas forms part of case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the tea brand has achieved global success by continuing to innovate both in its products and marketing.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify specific areas for operational improvements

*Capitalize on the knowledge of experienced companies when entering a new niche or market
    

Table of Contents :

VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
Tea is commonly purchased on the open-market in auction formats 3
Lipton sources its tea from a mixture of its own plantations and the open market 4
Despite having its own plantations, Lipton does not extol its authenticity attributes as much as its rivals 5
Green tea drives the worldwide tea market 6
Innovations are core to the Lipton brand 7
Health is a growing area of innovation interest in the tea market 8
Lipton is also embracing social media and viral marketing 8
Conclusions 9
APPENDIX 10
Case study series 10
Methodology 10
Secondary sources 10
Further reading 10
Ask the analyst 11
consulting 11
Disclaimer 11
List of Tables
Table 1: Tea and coffee market value (US$ m), US 2005-15 2
Table 2: Tea market brand shares by volume (Kg m), UK, 2003-2008 3
Table 3: Tea market value (US$ m), global, 2005-15 6
Table 4: Tea market volume share (kg m) by company, Global, 2003-08 7
List of Figures
Figure 1: Fairtrade is a common label on many packets of tea 4
Figure 2: Dilmah, one of Lipton's more niche competitors, is keen to state its authenticity attributes 5
Figure 3: Lipton is now embracing online media 8

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