Final Project Report

Brand Management

Group Members:
 Muhammad Rauf Mughal. (9428)
 Abdul Rafay Khan. (8930)

Submitted to: Sir Asif Iqbal.

Class ID: 108369.

DECEMBER 2, 2021
 Acknowledgement
First of all, thanks to Almighty Allah for bestowing upon us great knowledge and wisdom
and opportunities to improve and show our skills whatever the platform maybe, He always
guided us, showed the right path at the right time and let us show our abilities to the fullest.

We highly admire and acknowledge the efforts of our Faculty because it wouldn’t have been
for him, we would’ve never accomplished such a difficult task of putting together a
comprehensive Analysis on the Branding Aspects of a Company. He helped all of us
throughout the Project by explaining things that we didn’t know, so efficiently and he guided
us a lot about how to gather and what to gather to assemble this report.

We admire and acknowledge the efforts of our Group Members for working together so
diligently and actually taking interest in doing so.

We acknowledge and admire the cooperation of The Brand Manager, Unilever Pakistan - Mr.
Aftab Alam as he was very calm and so nice to us and was efficiently guiding us very clearly
about the things and that’s how we were able to accomplish the task. The material obtained
from the brand sources made all this happen and it helped us a lot in knowing things we never
knew, it provided us the comprehensive knowledge about real-life practices of the firms.

Lastly, we thank each and every one who helped us even a little bit in doing what we have
done. The Project wasn’t possible without them helping us and assisting in making of report.

Table of Contents
Brief History of Unilever...........................................................................................................3

Brands under Unilever:..............................................................................................................4

Food & Drinks:.......................................................................................................................4

Personal Care:.........................................................................................................................4

Home Care:.............................................................................................................................4

Introduction to the Brand:..........................................................................................................6

Brand Portfolio of Lipton:......................................................................................................6

Marketing Strategy of Lipton:................................................................................................7

Segmentation:.....................................................................................................................7

Target Market:....................................................................................................................7

Positioning:.........................................................................................................................7

Differentiation:....................................................................................................................8

Major Competitors of Lipton:................................................................................................8

The Legacy of Lipton – Brand Building & Managing:..........................................................9

Absence of Lipton:.................................................................................................................9

Brand Extension of Lipton:..................................................................................................10

Brand Image of Lipton:........................................................................................................11

Brand Awareness & Recall:.................................................................................................11

Customer Base of Lipton:.....................................................................................................13

Brand Positioning of Lipton:................................................................................................14

Brand Resonance Pyramid of Lipton:..................................................................................15

Conclusion................................................................................................................................17
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Brief History of Unilever

When we talk about fast moving consumer good products so, in the mind of consumer one
name arise Unilever Pakistan. Some unforgettable brands of Unilever are Lifebuoy, Lux, Surf
and Walls.

Unilever PLC is a British multinational consumer goods company headquartered in London,

England. Unilever was founded on 2 September 1929, by the merger of the Dutch margarine
producer Margarine Unie and the British soap-maker Lever Brothers. During the second half of
the 20th century, the company increasingly diversified from being a maker of products made of
oils and fats and expanded its operations worldwide. It has made numerous corporate
acquisitions, including Lipton (1971), Brooke Bond (1984), Chesebrough-Ponds (1987), Best
Foods (2000), Ben & Jerry's (2000), Alberto-Culver (2010), Dollar Shave Club (2016) and
Pukka Herbs (2017). Unilever is the largest producer of soap in the world. Unilever's products
are available in around 190 countries. Unilever owns over 400 brands, with a turnover in 2020
of 51 billion euros, and thirteen brands with sales of over one billion euros: Axe/Lynx, Dove,
Omo/Persil, Heartbrand (Wall's) ice creams, Hellmann's, Knorr, Lipton, Lux, Magnum,
Rexona/Degree, Lifebuoy, Sunsilk and Sunlight. Unilever is organized into three main
divisions: Foods and Refreshments; Home Care; and Beauty & Personal Care. It has research
and development facilities in China, India, the Netherlands, the United Kingdom, and the
United States.

In Pakistan, it is currently based in Karachi. The town of Rahim Yar Khan was the site chosen
for setting up a personal care factory in 1952. In the 1960s, the company shifted its
headquarters to Karachi from the Rahim Yar Khan site. In December 1980, the company got
listed on the Karachi Stock Exchange. It has four factories operating in the country and the
brand itself has a 52-years old legacy behind it. . Unilever Pakistan plays an important role in
the world of FMCG. Unilever Pakistan brands are more famous and also fulfill the customer
needs and wants.
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Brands under Unilever:

Unilever has several product categories under which, it has many famous brands operating
globally. The overall brand portfolio is listed down below:

Food & Drinks:

 Lipton (tea)
 Wall's (ice cream)
 Knorr
 Cornetto (ice cream)
 Magnum (ice cream)
 Brooke Bond (tea)
 Wall's Kid's Range

Personal Care:
 Clear - Anti-dandruff shampoo
 Close Up - Toothpaste
 Glow & Lovely – (Formerly, Fair & Lovely) (cosmetic products)
 Lifebuoy (shampoo)
 Lifebuoy soap - Soap & hand wash
 Lux - Soap, hand & body wash
 Pond's - Talcs & beauty creams
 Sunsilk - Shampoo
 Dove (soap)

Home Care:
 Comfort - fabric softeners
 Rin - Detergent
 Surf Excel - detergent and gentle wash.
 Domex
 Vim
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Introduction to the Brand:

Lipton Tea Brand was founded by Sir Thomas Lipton in London, England in the early 1800s.
With more than 100 years of experience, Lipton is one of the world's great refreshment brands,
with tea-based drinks including leaf tea, infusions, and ready-to-drink iced tea. The Pepsi
Lipton Tea partnership started in 2003 globally and it is a joint venture between PepsiCo and
Unilever. The partnership includes a complete portfolio of ready-to-drink iced teas for every
occasion, including Lipton Iced Tea, Pure Leaf Iced Tea and Brisk Iced Tea.

Brand Portfolio of Lipton:

In Pakistan, Lipton offers following Tea Brand Offerings all over the country:

 Lipton Yellow Label Tea.

 Lipton Mint Tea.
 Lipton Green Tea Mango.
 Lipton Green Tea Lemon.
 Lipton Green Tea Jasmine.
 Lipton Green Tea Pure & Light.
 Lipton Green Tea Loose.
 Lipton Iced Tea Lemon.
 Lipton Iced Tea Unsweetened.
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Marketing Strategy of Lipton:

Segmentation:
Lipton accompanies a mass/undifferentiated marketing strategy in Pakistan. The
company believes that such a refreshing drink as “Tea’ should be an easily accessible
choice for all the people who are dealing with various situations in their lives. So,
Lipton would always be there to accompany them in their stressful times.

Target Market:
Lipton Yellow Label is working in more than 110 countries therefore the target market
is a global village that consists of people with different cultures, taste, habits & food.
Following are the main aspects of its consumer markets:

 It targeted the urban areas (offices, hotels, restaurants, café, and banks)
 Lipton is targeting for upper middle, upper lower and upper middle class
 The teabags are targeted toward the upper high class.
 Soft packs and jar packs are targeted for middle and middle lower class.
 The age group segment selected for Lipton is 15–60 years of consumers.
 It is targeting people who are young, trendy, cosmopolitan and achievers, etc.

Positioning:
Following an aggressive marketing strategy, Lipton has positioned its products as a
healthy brand through several promotional activities highlighting its main features such
as quality, affordability, and user-friendliness. The promotional activities of Lipton
included advertising through TVCs, Magazines, Social Media Sites, Co-branding
platforms like Millennium Mall & Dolmen Mall, etc. It has positioned itself as a brand
made for both, passionate individualistic teenagers & youngsters and also, family &
goal-oriented men and women who like to move on and progress in their lives and also
care for their loved ones as well.
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Differentiation:
Differentiation Strategy of Lipton allows the brand to expand the customer base by
emphasizing over the unique product features. Lipton's strategic objective of using this
strategy is to differentiate by embedding the innovation and address the consumers’
growing health concerns. For example, Lipton has extended its product line after
studying the consumers’ changing interests to differentiate itself from competitors and
expand the scope of opportunities within the industry. The brand has a varied extensive
experience in the global market. Being the oldest brand and having strong presence all
over the world are some aspects of differentiation that are highlighted in the company's
marketing and communication strategies. Moreover, the brand logo is also used to set
the differentiation basis. The unique and distinctive brand logo has established a strong
brand image in consumers’ mind. The company offers a wide variety of flavors to
match the unique taste needs of consumers. It uses innovation as a tool to offer
differentiated augmented services that may delight the customers and increase their
preference of Lipton over other brands.

Major Competitors of Lipton:

Lipton has following major competitors in the Tea Business in Pakistan:

 Tapal Tea.
 Vital Tea.

Accounting for 50% of the total tea market in Pakistan (in terms of consumption), the branded
tea category is dominated by Tapal (over 50% market share) and Unilever’s Lipton. In the last
three years, Eastern Tea Company’s brand Vital has emerged as a significant third player.

Tapal is the most popular Tea Brand in Pakistan. Tapal offers some of the best brands of tea in
the country and that is reflected through its various accolades that it has accomplished over the
years. Its wide range of tea products include Tapal Danedar, Tapal Family Mixture and Tapal
Green Tea. Another local brand that has risen up the ranks, Vital has managed to make its mark
in the market with its exceptional brand of tea. They have a huge array of tea products that
cater to their diverse range of customers. Their range of products include Vital’s Round Tea
Bags, Vital Tea-Black Premium Dane and Vital Tea-Green Tea Bag Range.
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The Legacy of Lipton – Brand Building & Managing:

Growing up in a tenement building in Glasgow, there was nothing to suggest that Sir Thomas
Lipton would go on to revolutionize the future of tea. Yet before long, his publicity stunts and
wacky marketing campaigns cemented his place in the history of tea. In 1890, Sir Thomas set
out to buy his first tea plantations. He purchased 5,500 acres of the Dambatenne Tea Plantation
in Ceylon’s high country then re-organized the plantations, making production more efficient.

Thomas Lipton was a big fan of promotional stunts. When his first 20,000 tea chests arrived in
Glasgow he put on a party, complete with a brass band and bagpipe parade. When the first
Lipton grocery store opened in Glasgow 1871, he imported the world’s largest cheese and even
issued his own Lipton currency. By the time he shipped his first batch of tea, Thomas Lipton
was a millionaire. In 1893 Sir Thomas Lipton officially established the Thomas J Lipton Co, a
tea packaging company based in Hoboken, New Jersey. He felt that tea should be a drink for
everyone, not just the wealthy, so he strived to make packaging and shipping less expensive.
Instead of arriving in crates, Sir Thomas packaged his loose tea in multiple weight options. The
tea was also standardized, so the Lipton customers knew exactly what to expect.

Tea bags were an accidental creation by American merchant Thomas Sullivan. When sending
samples of tea to his customers, he would place them in small silk bags. His customers
presumed the whole bag should be steeped in water, and so the tea bag was born. Thomas
Lipton was always forward thinking, and knew how important tea bags would be to his
product. Lipton was also the first tea brand to print brewing instructions on tea bag tags.

Lipton continues to innovate even today. It’s Rainforest Alliance with the small-holder farmers
has ensured the brand’s sustainability from crop, to the cup. Lipton is also innovating when it
comes to tea flavors. With one of the most varied tea ranges available, from iced tea to instant
tea, the brand celebrates Sir Thomas’s legacy every day.

Absence of Lipton:
Lipton Brand in Pakistan suddenly disappeared from The Media Platforms in 2001 and till
2008, it kept mum and shush as there was no digital presence of the brand whatsoever. After
continuous hammering of Lipton Tea in the past years, no one expected that for 7 straight
years, a formidable brand as Lipton, would have no new Ad campaign for such a long time. In
2007, the company’s Regional Manager – Pakistan was interviewed by a team of researchers
regarding their long slumber. He explained that this was due to the limitations put on the brand
from the global marketing team, which wants the brand to have a unified global
communication, but such communications are not effective for the local audience and thus
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failed again and again. They have been working on a new marketing campaign and it will
launch early next year. Rightly so, we witnessed another long-awaited formidable Ad
Campaign of “Lipton Chotu” in collaboration with The Citizens Foundation, Pakistan to shed
light on the illiteracy rates and asked the people to contribute to the cause of educating a child
through donations. Later on, it continued to dazzle the audience with enthrallingly interesting
Ad campaigns, utilizing celebrity endorsements.

Brand Extension of Lipton:

In Pakistan, Lipton has applied Brand Extension to its Product Categories by introducing
different sorts of Tea apart from just the Black Tea. The honorable mentions in the extension
portfolio include:

 Several Variants in Green Tea.

 Weight Loss Tea.
 Different sorts of Iced-Tea as a part of Joint Venture with PepsiCo.

The company has implied both, Product Line Extension and Product Category Extension as it is
offering several types of Tea in all the different shapes, sizes, packages and with different
pricings. From Tea Bags to Family Pack, Lipton has successfully been able to sell its products
all over the country by catering several needs and wants of its target customers.
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Brand Image of Lipton:

The brand image of Lipton in the customer’s mind has established over the years to be
sophisticated but very trendy. The weightage sides the yellow label mostly likely being a male,
although the tea brands are broadly focused at women, as they are their primary consumer. A
Lipton’s typical consumer would have a creative vibe to his personality, a sense of energy and
enthusiasm will be felt in the way he walks and carries himself. The Green Tea is a different
story altogether, Lipton has kept the communication of its Green Tea very feminine and
definitely the visualization is a 30-year-old, in her track suit with her hair neatly tied up in a
pony. In the defined theory if categorized the best fit would be a mix of 80% excited and 20%
sophistication.

Brand Awareness & Recall:

Lipton has devised various strategies over the years to create, build, maintain and recall their
brand by utilizing promotional campaigns for consistent recalls. Given below is an analysis of
Lipton’s Campaign over different timelines:

Timeline Communication & Product Range Market Trends &

Phases Economy
1964-1978 Lipton launched one of Yellow Label Tea. In 1971, the East wing of
“The Iconic Decade” the most remembered Lipton Tea Bags Pakistan was separated
campaign, “Chai taking along with it the
Chahiyay?” It’s still Tea cultivation capacity.
very high on recall to While Unilever taking
date. over the Lipton brand in
the year 1972.
1979 – 1989 After the hype that was Yellow Label Tea The recipe was a
“The Soap Era” created by the previous Lipton Tea Bags. successful campaign to
Lipton Jingle, The Lipton Green Tea. have quality of picture,
company introduced song selection and music
“Sab Say Achi Hai” theme for brand recall.
accompanied by several
celebrity endorsements.
1990 – 2000 Lipton started a series Yellow Label Tea. PepsiCo. & Unilever
“Capitalizing on of ads with Lipton Tea Bags. joint ventures to
Nostalgia” Celebrity Endorsement. Lipton Green Tea. introduce the ready-to-
“Lipton Lajawab” & Lipton Iced Tea drink category for the
“Sab Say Achi Hai” (USA only). first time of Iced Tea. It
were the two most went global in 2003 after
prominent campaigns. initial success in USA.
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2001 – 2008 Lipton had no digital Yellow Label Tea. None to report
“Lost” presence on print or Lipton Tea Bags. specifically.
digital media. There Lipton Green Tea.
were no new campaigns Lipton Iced Tea
launched. (Global).
2009 – 2011 Lipton held the same Yellow Label Tea. The Great Economic
“Global & Local message that aligned Lipton Tea Bags. Recession pushed the
Strategy Aligned” with the global message Lipton Green Tea. brand to strategize their
and was accurately Lipton Iced Tea. portfolio accordingly in
presented in the local the regions where the
context featuring the impact was minimalistic.
right celebrities,
utilizing musical
campaign featuring
Coke Studio Tunes.
2011 – 2013 Lipton launched its Yellow Label Tea. None to report.
“The End of Good “Bright Revolution” Lipton Tea Bags.
Times” Campaign with Ali Lipton Green Tea.
Zafar performing the Lipton Iced Tea.
‘Liptadance” that was Lipton Mega Daane.
colorful, conventional
& cultured dance to
promote Lipton.
2014 – 2019 This phase majorly Yellow Label Tea. Tapal holds a 46%
“Go Green Phase” highlighted the “Green” Lipton Tea Bags. market share in 2019
concept for the brand. Lipton Green Tea. against 25% of both,
The “Aadat Dal Lo” Lipton Iced Tea. Yellow Label and
Campaign was very Lipton Mega Daane. Brooke Bond. This is a
successful in growth from 41% to 46%
emphasizing over the from 2014. Unilever
health benefits of growth was from 24% in
Lipton Green Tea. 2014 to 25% in 2018.
2020 – Present Lipton has emphasized Yellow Label Tea. It is the duration of
“Sustainability & a lot on the individual Lipton Tea Bags. COVID-19 Pandemic
Family Values” values over the years Lipton Green Tea. going on and while most
but in this phase, they Lipton Iced Tea. of the people have been
changed their approach Lipton Mega Daane. pushed to stay home,
by addressing to family Lipton’s focus on the
values as well. The family values has been
“Jaagein Unke Liye” pretty rewarding for the
Campaign has brand in terms of growth.
emphasized on giving However, Tapal still
valuable to your family. leads the market here.
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Customer Base of Lipton:

Lipton has a huge customer base in Pakistan and unless there’s a major reason for leaving the
brand, people will continue purchasing the same brand as their parents did. People are prone to
buy tea for multiple reasons like a promotion campaign in which discounts are being offered or
extra quantity is being given in same price etc. Other reason could be an impulsive act without
any serious consideration of which tea to buy. However, this kind of customers are very few as
for most people tea is all about the particular taste that they are addicted to. This results in the
third and perhaps the most important reason for purchase of any tea brand which is the
customer’s loyalty to any brand. The addiction to the unique taste that a tea brand offers is the
most compelling reason for the purchase of tea. So the Think, feel, Act model is different for
different types of consumers depending on their social stature and the place in which they are
consuming tea. Given below is a thoroughly categorized analysis of Lipton’s Customers:

Type of Customer What is Lipton for him/her? Purchasing Behavior

They focuses entirely on the
Consumers in this category
functionality. They are interested
are driven by the price and
in re-energizing themselves for
The Labor Class taste/strength of the tea.
further action after working hard
Most of them consume
for hours. They don’t think about
loose dust tea.
what brand it is.
They look for experiences
They’re interested in taste and the
rather than taste at low cost
experience attached to the
and are very much prone to
consumption as in the social set up
The Youth the use of substitutes like
in which Lipton is consumed. The
cold beverages etc. Many
pattern in which their mind works
aren’t very loyal to any
is Act, Feel & Think.
brand.
They’re not very loyal to
Lipton is perceived as just an
any brand as they aren’t the
energizer for them. They’re not
ones making the purchase
The Professionals (Office much interested in the brand and
decision. Their preference
Workers) don’t have any loyalty. They’ll
may vary just in terms of
just consume which ever brand is
the strength of the tea they
being served at their office.
are consuming.
The Female Family Head For a female head of family (wife, They’re the most loyal
sister, daughter or mother) tea is a customers of any given
source of providing comfort to her brand. To meet the
family after a long day. Tea with expectation of a specific
the expectations of a specific taste taste, they prefer to keep
like the phrase “Ammi k hath ki buying the same brand
Chai) resonates within the whole unless there comes a major
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family as their “slice of life”. problem with it in future.

The male head of family (husband, They’re very specific about
brother, son or father) expects the the taste and are much prone
same taste at specific times of the to be affected in their
day during which he consumes tea purchase decisions by some
The Male Family Head at home. For him, the taste of the kind of promotional activity
tea he’s addicted to is very or the Packaging of the Tea
important to freshen up. or may act upon the advice
of the salesperson or owner
of the store as well.

Brand Positioning of Lipton:

Lipton has always positioned itself to be the ultimate, affordable and premium-quality choice
of everyone who wants to either start the day - fresh or wants to get refreshed up after a hectic
& long daily routine. Analysis of Lipton’s Positioning as compared to other brands is given
below:

Positioning Map of Lipton Tea in Pakistan

The Top Three best-selling Tea Brands of Pakistan namely, Lipton, Tapal & Vital Tea have
been compared on the basis of their prices in the market and their quality & taste as perceived
and experienced by the consumers. According to the above drawn perceptual map of
positioning, it can be observed that Lipton stands apart from the two brands while offering
good taste, highly quality and charging a premium price for it. However, Tapal which is also
the market leader in Pakistan, also offers good taste, high quality but, in a price range which is
marginally lower than that of Lipton in all the product variants, shapes & sizes. On the other
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hand, Vital Tea Brand is gradually becoming the perception prospective of quality and good
taste but as of now, it stands right behind the market giants, Lipton & Tapal.

Therefore, the Positioning of Lipton as a Brand is positively sustainable and memorable for
their customers but, their main aspect is that they stand as a premium brand, maintaining a
subtle image of excellence in the market of Pakistan.

Brand Resonance Pyramid of Lipton:

The Brand Resonance Pyramid or just CBBE (Customer-based Brand Equity) Model is a very
efficient tool to highlight the overall Brand Equity, Brand Image and Brand Loyalty of any
Brand while associating with its customers. Here in this model, customers are the main
prospects to either elevate or demote a Brand’s Equity because it is believed that customers can
either resonate equally with the brand’s presence in the market by staying loyal to it and
contributing to its Equity or, they can also defame a brand by reject its very existence in the
market and not establishing any loyalty with it. Therefore, it is important for any Brand
Manager to assess the Brand which he/she is working on, accordingly with the changing
consumer trends so that, it doesn’t lose any loyalty and can also be able to maintain positive
Image and Equity in the market.
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Lipton focuses on differentiating itself from other brands based on its salient features and
functionality which lies right at the bottom of the brand value pyramid. It focuses on creating a
distinct image in the minds of the consumers through its packaging and brand theme portraying
the product as a good quality product attracting consumers at the first point of contact. The
specific color, smell, taste and the physical shape/quality of the grains that consumer comes
across upon use helps Lipton differentiate itself further from other products in the same
category. Differentiating the product at this level is essential because only after qualifying at
this level would Lipton get a chance to move up in the pyramid.

To justify the cost of the product and make the consumer feel good about his/her decision of
buying Lipton, it must be able to deliver its promised benefits on functional level. At functional
level the rational mind of the consumer is at work and cost benefit analysis is done. Lipton’s
good taste, superior grain quality, secure packaging and fine aroma justifies its cost and makes
the buyer feel good about Lipton.

For low involvement products like tea it is very important to not only perform well at
functional level but also go beyond and emotionally connect with its consumers. This
emotional connection of the consumers with Lipton is provided by Lipton’s ability to create a
sense of belonging to the product, make them feel carrying a legacy and being part of the group
of people with a better lifestyle built around a positive or optimistic outlook on life in general.

When it comes to the judgments about Lipton, which it is very necessary to be positive, it
harnesses the trust of its consumer by delivering on the promised product features which are its
reliability, freshness, taste and being healthy. Continuously delivering on these promises results
in positive judgements about Lipton.

The feeling aspect in the pyramid denotes how consumers feel about Lipton, which is an
indication of its performance, consumer’s perception of Lipton, and its salient features.
Consumers find Lipton a safe and healthy brand; they find themselves associated with the
community of tea drinkers, and invokes in them a sense of optimism.

Sitting atop of the pyramid, Brand Resonance reflects the epitome of success for a brand. At
this stage, the brand enjoys ardent customer loyalty, and is an important part of their daily
routine. For them, it exudes a comforting warmth. It induces in them a sense of belonging to a
community of thinkers and doers, the people that shape this world. Be it the end of a long busy
and tiresome day or a moment of excitement, consumers find Lipton to be an essential part of
it.
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Conclusion
In Conclusion, it can be established that throughout the several analysis covered in this project
report, Lipton has emerged to be an extremely powerful and amongst the Top Contender as a
Tea Brand. Although it is slightly falling behind Tapal Tea in Pakistan due to the consumers
here being more relatable to that brand, the local cultural value aspect and its strong presence in
several events like Award Shows or PSL for instance but overall, Lipton is an epitome of
global success and its formidable international recognition is the result of the brand’s
excellence in its product quality, strongly great taste, options for variety seekers and the ability
to cater different customer needs in all aspects of life whether it is to lose, weight, to get
freshened up or to relax back and loosen up a little after a person’s groovy routine life.
Therefore, Lipton is a statement of prominence for its premium customer value and strong
image in the Tea Industry of Pakistan.

We hereby wish Lipton the very best of luck for all its future endeavors and hereby, we would
like to hope that it gets on par with its top competitor to become the ultimate choice every
single tea lover in Pakistan.

Pakistan Zindabad!
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Interview Questionnaire – Lipton (Unilever)

 This Interview was conducted from Lipton’s current Brand Manager – Mr.
Aftab Alam in Karachi, Pakistan.

1) How would you describe your own personal brand?

2) What is it that you think that has been working so well for this brand?

3) What were your favorite marketing campaigns which you had run for Lipton?

4) How would you describe the Lipton Customers?

5) How do you know when a branding strategy isn’t working?

6) What metrics of Lipton are important to assess for you as a brand manager?

7) What’s so Unique about Lipton that pulls the customers towards it?

8) How the brand has been able to keep up with the competition in the industry?

9) How would you rate the success of Lipton’s line extension in the Pakistani Market?

10) Has the Lipton’s Brand Extensions been performing well? If so, why?

11) How do you think Lipton as brand has been able to thrive for so many years?

12) What do you think makes Lipton stand out in Tea Industry?

13) What has been the unique Lipton approach towards the target market?

14) In which aspects Lipton has been able to position itself amongst its customers?

15) How Lipton has been able to build and maintain a strong brand image in the market?

16) Do you think in Pakistan Lipton has delivered so far according to expectations? If so,

why?

17) What are your views about Lipton vs all its competitors?

18) How do you manage if something goes wrong or doesn’t work well for Lipton?

19) Do you think Lipton has been able to become everyone’s cup of tea? If so, why?

20) How well do you think Lipton resonates within the Tea Lovers of today?
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