Lipton Tea’s Report

Lipton Tea’s Report

1. I) Corporate objectives-Annual performance of Lipton Tea
2. II) Marketing Audit-the strengths and weakness of Lipton Tea in different markets

-Internal communications within the LiptonTeas

iii) Expected results, alternatives available for Lipton Tea-The The current performance in each market and how results can be improved.

Iv)  Programs undertaken-Healthy talks and programs

1. v) Measurement and review
2. b) Corporate and marketing objectives for Lipton Tea to ensure future success

Corporate Objectives

1. i) Marketing standard. This include things like the customer satisfaction with the product and service, the market share of Lipton Tea, and the product range.
2. ii) Public responsibility. This ensures ethical and social responsibility to society, compliance with the laws

Marketing Objectives

1. Strengthening customer relations to gain and retain market share- Gaining new customers is only one step
2. ,

• retai

1. ning them is all the way important. Lipton Tea can use the twitter and the blog pages, as well as increasing social interactions so
2. as
3. to ensure it is in close contact with its customers so as not to lose them

• Launching new products. Lipton Tea can take advantage of their brand and large scale to produce other products and expand market share.

1. Three measurements to measure and evaluate the success of marketing objectives
2. Use of key performance index- Find out the total revenue and the market size in the geographical location. We then divide the total revenue for Lipton tea by the total revenue for the market. This gives the percentage estimate of the market that Lipton Tea control.
3. Use brand awareness track. This is a metric designed for digital marketers to provide a baseline and enable the firm to identify outliers. Increase in outliers shows positive trend and hence increase in awareness.

• Use of incremental sales. The managers sets the benchmarks and target for sales. A dashboard is then programmed to monitor deviations from these benchmarks. Increase in sales would then mean more market share and hence increased market control.

1. d) Importance of developing coordinated approach to the 7ps of marketing mix in order to satisfy customer requirement and compete effectively.
2. i) Raising the living standards. A coordinated approach ensures that there is continuous supply of goods and services to customers, at the normal prices. The customers are therefore not discriminated in terms of rich or poor. Each customer’s living standard is thus improved.
3. ii) Increase in employment. A coordinated approach to marketing include buying selling transportation and many more. The different activities are performed by different people under same segment. Employment is therefore created.

iii)Better marketing decisions- The process of manufacturing and distribution involves a lot of complex activities. Marketing provides a direct link to customers with the relevant information through queries about the product.

iv)source of income and revenue. In the process of buying and selling of goods and products, income is created. This income can then be used for further investments thereby creating revenue.

v)Enhance exchange and progression of goods. In spite being profitable to both customers and producers, goods and services and readily available through vendors and wholesalers.

vi)Enhances advancements in the economy. A coordinated marketing mix helps the economy to rise and removes the effects of weak

er economy.

1. e) Three appropriate marketing communications and three pricing strategies used to encourage sales.

Marketing communications.

1. Branding-Although branding is comprehensive,
2. it is the best for Lipton Tea because the firm focuses on innovations. Branding would then include social media, responding to customers, photos, signature an

• d what to wear of field.

2. A Lipton Tea Logo- Due to lar
3. g

• e number of tea firms in Kenya (Nairobi),
• a logo would be appropriate. People can forget the company name but most likely remember the logo.

2. Constant advertising. Advertising makes people aware of the Lipton tea products, where to locate them a
3. nd other information among consumers and buyers.

Pricing strategies.

i)Economy pricing. This involves keeping the expenses of production and marketing at the lowest. The lower expenses makes it possible for Lipton tea to set lower sale prices and still make profits.

1. ii) Use of price skimming. This means Lipton would set higher rates initially when entering the Nairobi market. The firm then lowers prices gradually when the product is already in the market.

iii)Geographical pricing. Since the Lipton is setting new location in Nairobi, it is appropriate that the company sets price based on Nairobi as a geographical region. The pricing can also depend on basic demand and supply of tea in Nairobi.

1. f) Key areas in marketing research targeting consumers of tea in Kenya.
2. i) Research on tea as aproduct
3. ii) Market for the tea

iii)Policies on tea and sales methods

iv)Pricing of tea

v)Distribution of tea

vi)Corporate responsibility and business environment for tea