Lipton Marketing Strategy

7.2.3 Promotion

Brand image

Lipton has managed to influence consumers to associate “tea” and “yellow” with Lipton through its packaging and its brand logo. All its teabags have the paper label that is homogenous throughout its products, conditioning us through repeated learning that a yellow tag is a Lipton tea. This makes advertising even easier since there are clear and strong visual cues that allow consumers to recall Lipton products, such as the black tea, easily.

Traditional Media

Lipton utilizes television advertisements to promote its products. Its warm advertisements create a brand identity behind Lipton teas. Notions of calmness or warmth are induced in the consumers’ minds through their advertisements. These positive associations

The use this interactive media allows a two-way communication; it is not restricted to simply a quote or a phrase, but rather, uses a platform for Lipton to communicate ideas such as the ‘ways of enjoying Lipton tea’ and different information regarding the various teas itself. The use of language and pun in ‘possibilit-TEAS’ adds a quirky and fun element to its advertisement hence capturing people’s attention. Lipton is seen to effectively communicate its products to consumers and therefore translate to effective communication of the

For example, in 2006, they entered a partnership with the UK’s Department for International Development and the Kenya Tea Development Agency to communicate their tea sustainability guidelines to 450,000 smallholder farmers in Kenya through farmer field schools. These producers were requested to become certified by the Rainforest Alliance, ensuring consumers of Lipton’s value of sustainability and responsible growth.

Distributors

Lipton practices intensive distribution in Singapore, placing their products in as many stores as possible. Lipton has two distribution outlets for its products: Federation Food Industrial Pte Ltd and Lim Siang Huat Pte Ltd. There are also other distributors in Singapore such as Yong Wen Food Group. Customers can purchase Lipton products from these distribution outlets or from the retails stores such as supermarkets. Lipton’s products occupy significant shelf space and prominent positions in convenience stores and supermarkets such as NTUC, Sheng Shiong as well as hypermarkets like Giant. Lipton products are also available in high-end supermarket such as Jason’s Marketplace. Products are also sold indirectly to consumers through restaurants and coffee shops, where the sellers do the brewing for the