Lipton--立顿奶茶市场分析--英文.doc

Product and market analysis of Upton Iced TeaUpton Iced Tea is a beverage launched by Upton in collaboration with Pepsico. Lipton is an established bra nd in the tea market while Pepsico has a promi nent presence in the soft drink industry.Ever since the popularity of tea started to grow in the West, particularly in the United States of America, the tea market has evolved through various stages. In order to dominate the market, major tea producers like Lipton, Tetley and Nestea have kept on coming up with innovative varieties of tea・ Upton, which has the reputation of being the most innovative brand in terms of variety launched cold beverage, Upton Iced Tea, thus adding a new dimension to the tea market. Lipton Iced Tea enjoys even more popularity after the recent researches stated the healthy ben efits of con sumi ng tea. Moreover; the iced tea was a good way of targeting those con sumers who do not enjoy hotter beverages・Lipton faces a major competition from Nestle Nestea and Snapple. However; Lipton Iced Tea successfully managed to lead the market・ Considering the threat from new and existing rivals, Upton has kept is marketing strategy quite strong an aggressive・ Besides positioning its product as the healthiest and the most refreshing drink available in the market, Liptons intelligent packagi ng and pricing strategy has sign ifica ntly con tributed to its success .Its low prices make Upton more affordable as compared to its competitors and its packaging makes it instant and easy to use.While Upton Iced Tea has an overall strong position in the market, however, its synthetic taste remains its weakness. Therefore, Lipton can further strengthen its position by enhancing the taste.On a macro level, Lipton enjoys a positive press, not only because of its efficient quality management system, but also due to its sustainable and environmentai friendly product!on practices.Introductio nTea is a household icon in most parts around the world・ Almost in every country that has tea consumers, when you think tea, the first name that hits our minds is Lipton. Lipton tea originates from the house of Lipton, curre ntly a major subsidiary brand of Un i I ever.Upton was founded by Thomas J. Lipton, an Irish man, who came to United States of America in the late eighteen hundreds. He started by a small grocery store and expanded it into a chain of stores around America ・ By the end of the nin etee nth century, whe n dema nd of tea boomed in the Europe, the British tea brokers pressed Lipton to stock their tea in his stores. This gave Lipton an idea of comi ng up with his own brand of tea, and thus, Lipt on Tea was bor n. Tea at that time was expensive and was considered a rich marVs drink. Thomas Liptons idea was to come up with a more affordable brand so that even consumers from less strong economical background can enjoy tea.Upton has continued to grow since then, which led it to go public in the early twentieth century. By late twentieth century, Lipton started operating as a subsidiary company of one of the world biggest corporate house, Unilever.Since its birth, Lipton has been on a road to continuous growth and expansion. This growth was not just in terms of exploring new markets, but also in terms of introducing a wide range of products・ Today Lipton holds major market share both, in the United States of America and around the world・Ever since Li pt on has stepped into the tea in dustry, tea has gone much bey ond tha n a conv entio nal household beverage ・ From time to time, Li pt on is known to introduce new additio ns in the tea industry and one of the most innovative and popular addition is the Lipton Iced Tea. This product came into being after Lipton collaborated with PepsiCo., which is primarily a soft drink company.The MarketAs a tea brand, Li pt on is the market leader both, in the Un ited States of America and aro und the world・ With a wide range of tea variety, Lipton serves people from all classes, social backgrounds， and regi ons. From stude nts to gran dpare nts，from China to the Un ited States of America, Li pt on is the key tea brand that serves almost all market segments.Focusing on Upton Iced Tea in particular; Lipton has segmented its consumers according to lifestyle. In general, Upton Iced Tea has two major targeted groups of consumers. The first group covers those people who lead a busy life style and are hunting for "something instant." This group mainly in eludes, students, employees, working women and other similar con sumers who live a hectic and busy life and are in need of an instant product to refresh them. Liptons idea of selling tea in ready to dip tea bags and instant sachets has been very successful among this segment・ Tea in this kind of packaging proved not only affordable but also easy and quick to use・The second group of people comprises of the health conscious segment. Consumers from this particular segment may not necessarily lead as busy life as 。