Creating a brand flavor of Lipton Ice Tea is an article that deals with Lipton Ice Tea as a brand of Britvic. In this article, the core, actual and augmented benefits of Lipton Ice Tea will be discussed. The article will also discuss the sources of brand equity of Lipton Ice Tea. The article will also recommend marketing positioning and targeting for Lipton Ice Tea. Britvic is among the leading companies situated in Europe that deals with soft drinks. Britvic has a desirable portfolio of brands leading in the soft drink market.
The brands of Britvic include Lipton Ice Tea, J2O, Robinsons, 7Up, Fruit Shoot and Tango among many others. Britvic International has operations in various countries. The current branches that operate are Britvic Ireland, Britvic France and Britvic GB. Lipton Ice Tea is a desirable tea product and is sold in over fifty countries.
The core benefit of Lipton Ice Tea is that it is nutritional, tasty, colorful, aromatic and has flavor. The ingredients of the brand include sugar, water, extract of black tea, flavoring, citric acid, some concentrate of juice of lemon and peace among other fruits. The presence of fruit juices concentrate shows that core benefit of being nutritional.
The nutritional information indicates that there are traces of protein and salt. Lipton Ice Tea has carbohydrates and sugars that will provide energy to consumers (Mehtab and Noorani 15). Lipton Ice Tea is also easily accessible by consumers.
Lipton Ice Tea has actual benefits of having an antioxidant. An antioxidant acts as a defense mechanism in human bodies that helps in fighting our cells from being damaged. Lipton Ice Tea has antioxidants that are flavonoid due to present fruits concentrates and provide benefits that resist viral, allergies, inflammatory and tumors.
Since adult humans require about eight glasses of water per day, studies has shown that three cups of Lipton Ice Tea which is unsweetened tea can be substituted for the eight glasses of water and therefore enhance hydration in humans. Drinking Lipton Ice Tea provides purifying water effect and therefore removing toxins from human body (Atma 1). The packaging of Lipton Ice Tea shows that it can be easily be resealed and consumer at a later time.
Lipton Ice Tea is the world’s leading tea brand sold in the world. With the launch of the ‘Pepsi-Lipton’ alliance in Indian market, Lipton Ice Tea has formed an augmented benefit to Pepsi brands. As an augmented benefit Lipton Ice Tea is shown to be complementing Aquafina and Tropicana brands of Pepsi (Exchange 4 media 1).
Already tapped market segments provide the source of brand equity for Lipton Ice Tea. Tea that is used for production of Lipton Ice Tea is sourced from alternate plantations in popular tea producing countries such as Kenya, India and China among other tea producing countries that are sources of brand equity for Lipton Ice Tea.
Lipton Ice Tea should target people of all generations and needs. There should be different packaging and contents to suit people with different needs. For example, people with special diets can have diet Lipton Ice Tea for the diabetic and for people who need lots of energy such as students and athletics can have Lipton ice tea that have increase levels of energy and sugars to restore nutrients lost.
I recommend that there should be flexibility of Lipton Ice Tea. There should be a variety of choices of Lipton Ice Tea so have to be competitive in the market segment. Currently, there are only two flavor of Lipton Ice Tea, which includes lemon and peach.
The market segment can be enhance with the introduction of new and variety of flavors such as orange among others. There can also be improvement of the packaging of Lipton Ice Tea including a variety of quantities at have affordable prices for the less fortunate and students (Agarwal 10).
Works Cited
Agarwal, Parag. “Case Study: Lipton and Kai Shii. Competitors in the iced-tea market. ”2002. Web.
Atma, Michael. “The Benefits of Lipton Ice Tea.” EasyPublish. 2010. Web.
Exchange 4 media. “Pepsi-Lipton alliance introduces ready to drink Lipton Ice Tea.” 2006. Web.
Mehtab, Ariba, and Zainab A. Noorani. “Lipton Yellow Label Tea: Positioning Statement and Marketing Analysis.” 2010. Web.