1. Lipton tea can do that.

2. LIPTON QUALITY MELLOW
Marketing Plan
Vanilla
Group 1
Vanilla

3. Outline Brief introduction of our marketing plan
Brief introduction of our products
Major competitors & marketing objectives
Target market
Marketing mix – 4Ps

4. Marketing plan Unilever foods (China) – Branches in Guangzhou
First three months of 2012
Guangzhou

5. LIPTON QUALITY MELLOW Name: LIPTON QUALITY MELLOW (立顿绝品醇)
Owner: Lipton Tea
Launch time: September 15th, 2010
Category：bottled instant milk tea drink (速溶杯装奶茶)
Type: convenience goods
PLC: introduction phase
the largest supplier of branded tea in the world in the introduction phase macha 两个4声

6. Major competitors Nestle (雀巢) XiangPiaoPiao (香飘飘) u.loveit (优乐美)
 [nɛsˈle] ['nesl] the largest food and nutrition company in the world foothold

7. Marketing objectives Introduction phase Customer awareness
Sales volume
Customer loyalty
Market share
Further marketing
campaigns
Customer base

8. Alternatives of coffee 4.petit bourgeoisie lifestyle(小资情调)
Quick meals
Alternatives of coffee
3. Convenient beverage
4.petit bourgeoisie lifestyle(小资情调)
Target Market
Segment 1: white collar workers
Age: 25 – 35
Income : above 3000
Gender: female & male
Resident in: Guangzhou
Segment 2: middle school students
& college students
Age: 14 – 25
Gender: female & male
Resident in: Guangzhou
Quick breakfasts
2. Convenient beverage
3. A fashionable image
align to [,bu:ʒwɑ:'zi:]

9. Product Type: convenience goods Characteristics -- quality guarantee
Tea expert – Lipton Tea
100 % natural offering – plantations（种植园） around the world
Nontoxic & Healthful
only pure, natural ingredients
no preservatives & colorings
no high fructose corn syrup -- HFCS (果糖玉米糖浆)
['frʌktos] ['sɪrəp]

10. Raspberry

11. Product differentiation
Four exotic （异国风情的）flavors
Flavor
French-style Mix Berry Milk Tea 法式风情莓果奶茶
Japanese-style Matcha Milk Tea 日式抹茶奶茶
Taiwanese-style Oolong Milk Tea 台式冻顶乌龙奶茶
British-style Royal Milk Tea 英式皇家风情奶茶
Packaging & Design
Brand name – guarantee of quality

13. Pricing Objective – sales-oriented (introduction)
Strategies – fast skimming strategy
Odd pricing – RMB 4.9
Multiple-unit pricing

14. Place convenience & prestige
suppliers
Place
convenience
&
prestige
convenience stores
vending machines
supermarkets
virtual stores
hypermarkets
end customers

15. { Promotion Advertising Sales promotion
Strategy: pull strategy -- customers
Promotion mix {
Advertising
Sales promotion

16. Advertising TV – commercials -- GDTV & TVB Direct mail – E-mails
Media of advertising
Advertising
TV – commercials GDTV & TVB
Direct mail – s
Internet – shopping websites & video websites
portals & social networking websites
Outdoor – posters & electric displays
Transportation – buses

17. Sales promotion 1 Exotic styles French
British
Japanese
Taiwan
Time: January, February, March of 2012
Scene: hypermarkets, supermarkets,
convenience stores
Activities:
Points – of – sales displays
Sampling -- temporary counters & salesgirls
Premium – 4 units + a well-designed cup / teaspoon
bait

18. Romantic Valentine’s Day A romantic trip to Paris
Enjoy
A romantic trip to Paris
&
LIPTON QUALITY MELLOW
Sales promotion 2
Time: 19:30-21:30 February 14th, 2012
Scene: Grandview Square (正佳广场)
Name: “YOUR CUP OF TEA”
Holder: Unilever foods (China)
Activities:
DIY their own milk tea pairs of lovers
Free milk tea & cookies -- participants
Tickets for an oversea trip -- winners

19. Thank you !
Q & A