Marketing Mix

Over the decades, the meaning of marketing has changed and evolved to include various processes which help in the success of the product.

In Marketing, this process includes four main elements, which are as follows-
1. Product
2.Price
3.Place &
4.Promotion.

Any product or service may use the four P's as their marketing strategy, and so does Lipton Ice Tea.

Lipton has quite a strong & aggressive marketing strategy, which is why it has managed to stay ahead of its competitors. It has positioned itself as a healthy & refreshing drink. But in-spite of its strategy, it continuous to face constant competition, which is why it has to keep maintaining its aggressive strategy. The following is a brief idea about their marketing strategy,

Product

Its main usp is that it has medical benefits and is the healthiest tea available in the market. This has helped lipton to stand apart from its competition.

Price

Lipton wants its ice tea to be a mass product and want to cater to the mass markets. Their products (tea bags & powdered sachets) are priced between Rs50 to Rs 100 which is as competitive as it can get. This has made Lipton Ice Tea an affordable product in the Indian Market.

Place

Lipton being an HUL brand in India, it has a well established distribution system in place which it can leverage to reach every possible store including groceries,supermarkets & megastores. It is easily available in the market.

Promotion

Lipton has used various mediums to promote its Ice Tea range, which include television & print, outdoor promotional activities (samples at stores etc.)