Brand analysis/ IMC Analysis on Lipton Ice Tea, Oishi Green Tea, Fuji Green Tea
In 2005, the tea industry reached the $1. 7 billion category and it is expected to continue growing indefinitely (Mintel 2005). Market analysts believe the tea industry will continue to boom and is not expected to reach saturation level in the near future. The favorable movement in the tea industry can be attributed to two major factors: A consumers need for convenience and time-saving services; and the positive press given to tea. American lifestyle and work habits have made convenience a necessity.
As employers demand for productivity from their employees, consumers are more pressed for time. In addition, the shaky economy has made Americans fear for their jobs; thus, any product that can fill the consumers’ need for convenience and speed are almost automatically embraced into the American lifestyle. Product Analysis: about the Product feature, attribute Lipton has been dominating the world tea market with the company’s tea-based drinks including leaf tea, infusions and ready-to-drink tea. For the last decade, the health benefits of tea have gained wide coverage in the media.
Studies continue to show the beneficial properties of teas, with health benefits ranging from lower cholesterol levels to improve arterial health and decreasing chance of cancer. This positive press has definitely catapulted the demand for tea. Both the need for convenience and positive press on tea have spurred an increase in sales of tea products, specifically ready-to-drink (RTD) teas sold in single-serve containers. Recognizing this trend, various companies in the tea industry have come up with innovative products to take advantage of the booming market for ready-to-drink teas.
Lipton tea, one of the global leaders in refreshment brands, launched new products to meet the growing the need for ready-to drink teas and introduced innovative product line to capture the health conscious market. For over a century, Lipton has been dominating the world tea market with the company’s tea-based drinks including leaf tea, infusions and ready-to-drink tea. There are three flavors in the Lipton Green tea range – original, citrus and mango. I prefer the citrus followed by the original. It just suits my not-too-sweet flavor preferences as I’m getting older (my taste buds have lost their sweet tooth but that’s another story).
Oishi Green Tea Product innovation: Change in the things product/services which an organization offers Process innovation: Change in the ways in which things products/services are created and delivered Position innovation: Change in the context in which the products /services are introduced Paradigm innovation : Change in the underlying mental models which frame what the organization does. Oishi Green Tea have jointly scooped the top place of the Thailand Ad watch chart with a recall rate of 97 per cent each. Oishi Green Tea’s TVC was created by Y&R Thailand in order to launch its latest tea product, Genmai roasted rice flavor.
With typical Thai quirkiness, the ad stars a man who can’t resist sampling both the tasty flavor and scent of the tea and so uses a three-pronged straw to do both at the same time. The TVC initially launched in January but was temporarily taken off the air while Oishi Green Tea launched another promotional campaign. According to Tide Vibulvanich, senior account director at Y&R Thailand, the ad reaired in May this year to compete with an influx of category newcomers and an increase in ad spend from competing brands Sencha, Unif, Periku and Mocha.
Mount fuji’s Green Tea is grown in the Shimizu, Shizuoka which is regarded as Japan’s premium Green Tea growing area. It is 100% green tea unlike many tea’s that you see on sale at regular supermarket. There are many forms of green tea, you can split green tea into 3 types: Pure Green Tea, Mixed Green/ Black Tea & Flavored Tea. Mount Fuji only sells pure, 100% green tea, we do not mix it with black tea to lower the price to compete with supermarkets as the quality is destroyed.
Price Analysis: Pricing Strategy of Lipton Ice Tea, Oishi Green Tea, Fuji Green Tea The New Lipton Ice Tea released in 2003, is a beverage with green tea extract, which is grapefruit flavored, and combines health and pleasure. Lipton Ice Green Tea is a soft, bubbly, refreshing and revitalizing product. A response to consumer expectations. A qualified natural product which is conducive to “well being”, this product meets the expectations of consumers, as it is less sweet than its competitors. It has 40% less sugar than most soft drinks, and being based on green tea, is a huge success. Lipton Ice Green Tea costs 1.69 Euros for a bottle of 1. 5 liters. The price is certainly higher due to greater demand. Distribution The choice of distribution is an important choice in the context of marketing and success. A poor choice of distribution may jeopardize the success of a commercial product. It must be consistent with the brand image of the client. The place of sale, where the consumer buys the new product is very important. Lipton Iced Tea in Bulk form. All Lipton tea is 100% natural no preservatives or coloring. Sold bulk as a case of 96: 1oz bags. Oishi Green Tea with Honey Lemon (hereafter referred to as ‘Oishi’) is a refreshing flavored iced tea.
It can be drunk at room temperature but is best consumed cold. Price is $1. 85 (Room Temp), $2. 20 (Refrigerated) (25. 1. 10) Oishi (‘delicious’ in Japanese) is manufactured in Thailand by the Oishi Trading Company and is one flavor offered in a line of iced teas. Oishi Trading Co. , Ltd. is a subsidiary of the Oishi Group Public Company Limited (hereafter referred to as ‘Oishi Group’) whose business interests extend from packaged food and beverage lines to a range of restaurants and fast food outlets Japan, with its warm climate and ample rain, is a perfect environment for tea growing.
Tea growing is thought to have begun here in the 8th century. While other countries grow their tea bushes on hillsides and pick teas by hand, Japanese gardens are meticulously planted in rows along hills close to natural water sources. Although some teas are hand-picked in Japan, most of the tea grown here is mechanically picked and processed using high tech machinery. Also, unlike other countries that designate their teas by regions or estates, Japanese teas are generally sold by styles. green tea with prices starting from ? 3. 99 for handy tea bags and ? 4. 99 for loose tea.
Mount Fuji also sell a range of healthy foods, such as sweets, that contain green tea. The flat, smooth, thin leaves are similar to a Gyokuro tea. Fuji Green Tea is a different tasting green tea, with a malty undertone and sweetness in the cup. Brew tea at 160-170? – steep for 1 minute. Place Analysis: Channels of Distribution Channels of Distribution : Lipton ice tea present in the market for teas, herbal teas, and soft drinks. Though the reputation of Lipton tea is high, the Ice Tea of the brand which was launched ten years ago was very little known, and had no legitimacy among the young audience.
One may ask what the reasons for these successes were which a decade later made Lipton the vice-champion in the summer’s sales of drinks after Coca Cola. The idea was to find a place on the shelves, with a real tea product which was not too sweet or flavored, and non-gas: the Ice fishing Tea. the growing canned iced-tea beverage market, with an emphasis on the Western market. This development led to opportunities for Unilever Best foods, USA (herein referred to as ‘Unilever’) Taiwan to exploit them further through efficient marketing with their brands Lipton.1) The market for iced-teas has not undergone any permanent steep changes either on the demand side or supply side, whether positive or negative. 2) However, it is a steadily growing market with a long way to go before saturation. 3) ‘Western’ markets refer to the North American market. This new product was positioned as an alternative to sodas and fruit juices. To achieve this target, Lipton had to start by buying Fun Tea, and making a mark in bars and gas stations. The brand then introduced a multitude of promotional items in all its outlets, while relying on a policy of highly effective communication with youth.
Lipton acquired a friendly image, bringing vitality and tranquility to its consumers. It was a success that allowed it to win a large market share. In 2002, the brand diversified into creating Lipton Ice Tea Mango, which met with great success. Proud of this success which allowed it to play a leading role in the iced tea segment, and enabled it to continue to diversify its flavors and launch them, among which was Lipton Ice Green Tea, a refreshing green tea and grapefruit product, to be elected as a favorite in 2004 by consumers. Channels of Distribution : Oishi Green Tea (hereafter referred to as ‘Oishi’) is a refreshing flavored iced tea.
It can be drunk at room temperature but is best consumed cold. The Oishi Green Tea range is sold in Thailand, Cambodia, Laos, Vietnam and apparantly also in Europe and the US. Oishi (‘delicious’ in Japanese) is manufactured in Thailand by the Oishi Trading Company and is one flavor offered in a line of iced teas. Oishi Trading Co. , Ltd. is a subsidiary of the Oishi Group Public Company Limited (hereafter referred to as ‘Oishi Group’) whose business interests extend from packaged food and beverage lines to a range of restaurants and fast food outlets.
The visual branding features English (“Oishi Brand Green Tea”) and Japanese text (literally “Oishii Green Tea” and “Green Tea” respectively). There is no Thai text to be seen. Granted this particular bottle was manufactured for export. The one below was not. The only Thai script to be found on the Thai bottle is in the product description. Channels of Distribution : The fact that Lipton Ice Tea is a soft drink made with tea, gives it unique characteristics. Firstly, tea is a natural antioxidant that helps fight against the development of cardiovascular disease and certain cancers.
It even seems that tea helps fight against tooth decay! Besides, Lipton Ice Green Tea has no coloring, no preservatives and has 40% less sugar than most soft drinks. Most of the Japanese takes the tea for their better health & it also beneficial for pregnant woman’s. Among the Cantonese long settled in California, it is called bo-nay or po-nay tea. It is often drunk during dim sum meals, as it is believed to help with digestion. Promotions Analysis: Advertising, PR, Event Television – Magazine – Entourage – Newsletter Name two adjectives that describe the product.
Iced teas Structure Lipton Ice Tea is facing an increasing number of competitors in the market for iced tea, including Nestea, Oasis Tea and other brands. However, Lipton Ice Tea reaches the top of the market only in France, of which has three quarters of the distribution takes place in supermarkets, and two thirds outside the home. It is noteworthy that private labels are the main threat for Lipton Ice Tea in GMS. On the other hand, though Nestea is not an extreme threat for Lipton Ice Tea in supermarkets, it is a major competitor in the area of sales outside the home. the expected growth of the billion dollar ready-to-drink ice tea market, Lipton Ice Tea is poised to capture a bigger share of the market with an aggressive marketing strategy: from packaging to advertising. Lipton Ice Tea as the ultimate refreshment, with the new aspects of health and fun. On one hand, it has the natural benefits of tea, and on the other, the good taste of fruit. This product combines three basic benefits of a drink: it is refreshing, natural and fun. Lipton Ice Tea is more natural than its competitors. Less sweet, it quenches thirst.
Oishi Green Tea have jointly scooped the top place of the Thailand June Adwatch chart with a recall rate of 97 per cent each. Oishi Green Tea’s TVC was created by Y&R Thailand in order to launch its latest tea product, Genmai roasted rice flavor. With typical Thai quirkiness, the ad stars a man who can’t resist sampling both the tasty flavor and scent of the tea and so uses a three-pronged straw to do both at the same time. Premium Japanese Green Tea manufactured by Malee for Fuji Japanese Restaurant. Green Tea leafs are imported from Shizuoka.
‘Fuji Cha’ is a ready-to-drink green tea in a bottle – made for Green Tea lovers and those who demand the original fresh Japanese green tea. Fuji Green Tea’s main ingredient is the young Arabiki green tea leaves imported directly from Japan’s top tea plantations in Shizuoka – which claims to produce the best Japanese Green Tea leaves in the world. With Fuji Cha, you can be certain of the freshness, aroma, color, taste and natural goodness… We guarantee no artificial flavors, colors or preservatives can be found in every bottle offered.
Hold on to a bottle of Fuji Green Tea and you will notice our uniquely designed bamboo shaped 500 ml bottle which are double locked with an aluminum foil seal underneath the cap. Fuji Green Tea is prepared using the Cold Aseptic Fill bottling system – an innovative technique that is environmental friendly, hygienic, and most importantly locks in all the goodness of the product. There are three Fuji Green Tea flavors, all are low in caffeine, yet rich in more than ten different vitamins, anti free radical Catechin and many other nutrients that are vital to health.