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    Lipton Ice Tea

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    Pranav Pai
    Lipton Ice Tea was re-launched in India in 2011 through a joint venture between PepsiCo and Hindustan Unilever Limited. When originally launched in 2004, Lipton Ice Tea was ahead of its time as consumers in India were not yet open to health beverages. For the re-launch, an extensive social media campaign was undertaken to create awareness of Lipton Ice Tea and its position as a healthier alternative to carbonated drinks. Through campaigns on Twitter and Facebook targeting young urban consumers, Lipton Ice Tea saw strong growth tapping back into the Indian market.

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    Lipton Ice Tea

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    Pranav Pai
    398 views14 pages
    Lipton Ice Tea was re-launched in India in 2011 through a joint venture between PepsiCo and Hindustan Unilever Limited. When originally launched in 2004, Lipton Ice Tea was ahead of its time as consumers in India were not yet open to health beverages. For the re-launch, an extensive social media campaign was undertaken to create awareness of Lipton Ice Tea and its position as a healthier alternative to carbonated drinks. Through campaigns on Twitter and Facebook targeting young urban consumers, Lipton Ice Tea saw strong growth tapping back into the Indian market.

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    Lipton Ice Tea was re-launched in India in 2011 through a joint venture between PepsiCo and Hindustan Unilever Limited. When originally launched in 2004, Lipton Ice Tea was ahead of its time as consumers in India were not yet open to health beverages. For the re-launch, an extensive social media campaign was undertaken to create awareness of Lipton Ice Tea and its position as a healthier alternative to carbonated drinks. Through campaigns on Twitter and Facebook targeting young urban consumers, Lipton Ice Tea saw strong growth tapping back into the Indian market.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    398 views14 pages

    Lipton Ice Tea

    Uploaded by

    Pranav Pai
    Lipton Ice Tea was re-launched in India in 2011 through a joint venture between PepsiCo and Hindustan Unilever Limited. When originally launched in 2004, Lipton Ice Tea was ahead of its time as consumers in India were not yet open to health beverages. For the re-launch, an extensive social media campaign was undertaken to create awareness of Lipton Ice Tea and its position as a healthier alternative to carbonated drinks. Through campaigns on Twitter and Facebook targeting young urban consumers, Lipton Ice Tea saw strong growth tapping back into the Indian market.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    LIPTON ICE TEA

    BUILDING BRAND THROUGH SOCIAL MEDIA

    PRESENTERS: PRANAV & MANJUNATH

    Introduction
    Lipton is one of the worlds greatest refreshment brands. Its the worlds

    best-selling tea brand, has been established for more than 100 years, and is available in more than 100 countries.
    Lipton have learned a lot about tea over the past century and Lipton now

    offers an array of tea-based drinks, from leaf tea to tea bags, Lipton Ice Tea soft drinks, zero calorie infusions and healthy green tea thats packed with antioxidants.
    Lipton is proud of their heritage but certainly not afraid to innovate.

    Lipton experts broke with teabag tradition to come up with the Lipton

    Pyramid tea bag which allows tea leaves more room to move and infuse for
    a better brew. And Lipton Cold Brew tea bags, which make instant ice tea easy, are another example of how they are reinventing one of the worlds favourite drinks.

    Some of the Lipton Products.

    Lipton in India
    In 2003, PepsiCo and Unilever formed a global 50:50 joint venture - Pepsi

    Lipton International - to manufacture and market Lipton Ice Tea variants in 67 countries. The JV entered India in 2004.
    When LIT was launched in India in 2004, it turned out that the product was

    ahead of its time. Consumer insights revealed there was a gap between intent and action when it came to consumption of health beverages.
    The PepsiCo and HUL decision to re-launch the ice tea comes at a time when

    rival Coca-Cola introduced ice tea brand 'Nestea' in bottles in partnership with Nestle.
    The Lipton ice tea will add to PepsiCo's health and wellness product portfolio.

    The company's other health products includes Quaker Oats, Aliva, Nimbooz, Tropicana 100 per cent.
    Source:http://articles.timesofindia.indiatimes.com/2011-06-07/india-

    business/29629304_1_ice-tea-green-tea-hul

    Market for Ice Tea in India


    Its a known fact that unlike the USA, where 80 to 85 per cent of tea

    consumption is in the form of iced tea, in India there is still a strong inclination towards hot beverages.
    Now-a-days metropolitans are tasting ice teas as the changing trends in

    lifestyle.
    They are available in ready to drink as well as powder form(sachets). What is working in favour of the iced tea seems to be the health platform.

    The fact that iced tea is healthier than carbonated soft drinks, is higher on
    coolness quotient and has a high preference over carbonated soft drinks is benefiting the players.

    Why Lipton ice tea was withdrew from Indian market.


    Lipton ice tea was launched in India in 2004 and withdrawn in a year.

    PepsiCo said that it turned out that the product was ahead of its time.
    Misrepresentation of Lipton iced tea with other beverages. (Lipton is an

    anti-oxidant and non-carbonated FMCG)


    Lack of campaign and communication.

    Source: http://wrd.mydigitalfc.com/companies/pepsico-unilever-revive-liptonice-tea-jv-india-067

    Re-launch.
    On June 6, 2011, PepsiCo India and Hindustan Unilever Limited (HUL),

    announced the re-launch of Lipton Ice Tea in the Indian market.


    Their common objectives were:
    To create purchase intention for the Lipton Ice Tea among consumers. To create familiarity with the benefit of consuming Lipton Ice Tea

    among consumers.
    Target Right Consumer

    Campaigns undertaken
    A campaign called LOL (Laugh Out with Lipton) targeted Twitter for stress-filled or complaining tweets from the city

    Genie in the bottle


    Chill Out Surprise Sample distribution Facebook fan page

    Conclusion
    Thus by using the social media as their main tool of

    promotion Lipton Ice Tea has tapped back the Indian market very strongly and is in the news for good reasons and hope it sets up the trend of ice tea drinking in India.

    REFERENCES
    Business Line article by Purvita Chaterjee India Infoline web http://timesofindia.indiatimes.com/business/india-business/PepsiCo-HULto-relaunch-Lipton-ice-tea/articleshow/8755553.cms http://wrd.mydigitalfc.com/companies/pepsico-unilever-revive-liptonice-tea-jv-india-067 http://articles.timesofindia.indiatimes.com/2011-06-07/indiabusiness/29629304_1_ice-tea-green-tea-hul http://www.hul.co.in/mediacentre/news/2011/LiptonIceTealaunchedinIndi a.aspx http://www.exchange4media.com/news/story.aspx?Section_id=3&News_id =16573 http://www.just-drinks.com/news/pepsico-unilever-relaunch-lipton-icetea_id104105.aspx

    Thank you and chill out with lipton!!!

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