Marketing Report on Lipton

Part B

Australian Tea Market

Australians consume more than 22 millions of tea per day. So this consumption behaviour of Australians shows that there is a high demand for tea and hence Lipton Tea is the one capturing the highest percentage of market. Research shows that out of five, four Australians basically those doing” nine to five” job take up to three tea breaks in a day. Consumers in Australia have now been more tempted towards hot drinks and prefer more premium products in the tea category. They choose tea over product categories such as juice and other carbonates. This is because of the reason that tea has refreshing as well as part of a healthy lifestyle. The value of Australian tea category has a good future forecast. So, under this product category, first one is Lipton brand from Unilever, second is the Dilmah and followed by Tetley are the favourite tea brands amongst Australians.

Market Size

Unilever Australia has a dominating sales of RTD (ready to drink) tea in Australia holding about 70% of retail volume shares through its Lipton iced tea brand. Unilever has a total of 35% of market share having three particular brands i.e. Lipton, Bushells and Lancho with Lipton owning 21.6 % of the overall market. Lipton has acquired high benefit of distribution of its product widely across Australia. It is in its competitive advantage because of the implementations of promotions including sample distributions in different segmented locations. It has played relatively well in media also and has around not less than 500 million likes in its local facebook page.

Market Growth and Expansion

There is an increasing trend in the sales of Lipton Tea. As known and felt, consumers are now more conscious toward their health and wellness so they prefer tea by knowing its advantages to their health over any other soft drinks or juice. As this health concerns develops more in a consumer, it will give more rise to the sales of tea product ultimately an increase in...