The paper "Ice Tea Lipton Australian Market" is a good example of a marketing case study. The tea industry has definitely grown over the years and it is expected that it will grow even further in the years to come (Mintel 2005). There have even been calls by several marketing analysts who believe that the tea industry is yet to reach its saturation level, at least not in the near future. The position that tea enjoys which is favorable to its success is attributed to the good press that it has been receiving on its benefits and the need by consumers for convenience as well as practices that save time (Sturdivant 1992). The major target markets for the ice tea that is ready to drink being offered under the brand name Lipton include the consumers who are ever on the move or on the go and the consumers who are conscious about their health.
The people who fall in the first group include students and employees whose lifestyles are ever busy thus the need to provide a product that is accessible easily and readily to match their lifestyles that require optimization of productivity while ensuring that the least time is consumed.
The other target group which is the health-conscious consumers are targeted owing to the fact that they advocate for anything healthy and thus they can be targeted owing to the positive review that tea has been receiving. 1.1 The product: The core product that is offered by Lipton ice tea is convenience interns of the readiness of the product to be consumed by the consumers directly. This convenience is also presented by the act that the product is readily available in most shops and supermarkets.
Another benefit of Lipton ice tea is the nutritional value that it provides to consumers. The actual product is the Lipton ice tea itself while the augmented product is the satisfaction that is derived from the use or intake of the product. The packaging of Lipton offers protection and preservation, containment of the contents while at the same time offers communication t the consumers on the nutrition value and other information that is needed and printed on the package. The package thus tends to offer differentiation from other similar products owing to this communication (Mintel 2005). The product is in the maturity stage as it has competitors offering similar products.
The distribution of the product is more extensive, the promotion is mostly emphasized on differentiation and the pricing strategies of the product is aimed at being lower owing to the growing competition (Mintel 2005). 1.2 Promotion: The promotion of the product is very important for its success within the market, and thus, the reason behind the much publicity that Lipton ice tea is being given within the Australian media.
The product has been promoted by the use of certain programs and magazines which are exclusive to Australia. Examples of programs include; Support Your Local Gunfighter, Doctor Who, Lost Worlds, and The 13 Roses. The product has also enjoyed publicity from the print media, for instance, being advertised and promoted in magazines such as; Australian Traveller, Prevention, The Economist, Quilters Companion, and MiNDFOOD. These forms of media reused in the promotion of the product as they are widely used by the target market that the products company is aiming at reaching, and it has proved to be effective.
Mintel. 2005. “Tea and RTD Tea in Australia.” Available from 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/323313-2.html.
“Unilever, PepsiCo join forces to meet ice tea challenge.” Available from http://www.foodanddrinkeurope.com/news/ng.asp?id=18257-unilever-pepsico-join
Lipton Linea website http://www.liptonlinea.com/