Lipton Repositioning

Brand Fatigue

Key Facts & Figures

• Total tea consumption in the country ranges between 200,000-225,000 tonnes.

• Tea is accorded an essential food status at taxed at 4% in India, while Pakistanis bear 16% GST and 10% import duty.

• High government levies create an incentive to evade.

• Porous borders make smuggling easy, consequently half the tea consumed in the country is smuggled.

Market Share

18%

32%

24%

The Power of Lipton.

• 1649  cups of Lipton Tea are enjoyed every second

• 8245 cups of Lipton Tea are enjoyed every time you blink

• 1252 cups of Lipton Tea are drunk every time your heart beats

• 52 billion cups of Lipton Tea  are drunk each year

• 45.75 billion Tea Bags are produced by Lipton Tea each year    

BRAND FATIGUE• Brand fatigue is not that people

become tired of a brand, but rather that a business becomes prematurely tired of their own brand presentation, and as a result, push to change it before it has been able to build power in the mind’s of their brand consumers.

BRAND FATIGUE

• If a brand is authentic, true and well executed, it means it exhibits brand health,

Aligns to the key attributes of the products or services,

then a brand will never become a victim of brand fatigue.

And yet there is a drive to keep changing things.

• Sometimes this makes sense. • People do get tired of the same TV

commercial. • For essential brand matters,

however, the race is won by those who are

most consistent.

Great brands are not born over night

The more consistent a brand isthe more that brand will stick into the minds of

consumers.

But…

Lipton has become a victim of

Brand Fatigue

Why????• Lipton has violated the Law of

Consistency.

• Initially the single idea behind Lipton is: Light premium priced tea with best

quality.

Confused Positioning

• But Lipton has repositioned itself several times resulting in confused positioning.

• Mind is a limited container and no one really knows what Lipton actually stands for

Repositioning in Different Times

– Chai chahye. Kaun sy janab– Clear the mind – Regular medium and strong

And Now

– Mega Daana

So what is it that a brand like

Lipton is missing?

Let’s have a look at the Brand Value Pyramid of Lipton

FEATURE: Light/Strong, best quality

EMOTIONAL VALUES: This is what is missing,,,

emotional connectivity with the consumer

BENEFIT: Healthy, finest drinking

tea experience, nutrition, hygiene with taste

Tapal Video

Perceptual Map

Strong

High price

Light

Low price

Entire platform of premium quality, premium price light tea is available to Lipton

Tapal

Supreme

Pearl Dust

Lipton needs to realize …

The Changing practice of drinking tea

from as fashion to nation wide habit

Tea has become a part of our lives.

• At breakfast• During lunch breaks at the workplace• In the evening at home. • Evening tea may be consumed with

biscuits or cake. • Guests are typically offered a choice

between tea and soft drinks. • It has become a common practice for

homeowners to offer tea breaks to hired labor, and sometimes even provide them with tea during the breaks.

Whom should Lipton Target?

Women Are Decision-Makers;

Lipton should Better Be Talking

to Them

Lipton should

Keep to its brand essence of being a light tea with premium price and high quality

However

• It should associate itself to

its customer by creating

emotional connection of

beliefs and values.

The need is …

To associate Lipton (a sophisticated and premium tea)

with Sophisticated

Stylish and

Successful women.

StrongEnergetic

LoyalKind

ResponsibleHonest

Cheerful

Successful and Aspiring Woman

Sharmeen Obaid - 1st Pakistani to win an Oscar

Samina Zaheer– Woman behind the great Cricket Player Zaheer Abbas

Successful Married Woman with a complete family

Bushra Ansari

• Successful Actress, Loving Mother and Supporting Wife

• A Complete Woman

Repositioning strategy

• Recall the Perceptual Map

• Associating Lipton Tea with successful women having successful professional and family lives.

Campaign

• Apni Chai Faaslay Mitaye• Hamari Chai Hamara Ghar• Laajawab Chai Laajawab Loog• Choice of Classy Woman• Kaamyaab loogon ky pasand• Chai jo sath nibahye zindagi bhar• Chai jo rishtay banaye

Thank You