Lipton Clear Green: Way Forward

Author's Department

El Khazendar Business Research and Case Center

Find in your Library

https://www4.aucegypt.edu/kcc/GuestCaseView.aspx?ID=1

All Authors

Maha Mourad; Mai Alqersh

Document Type

Research Article

Publication Date

Fall 1-12-2016

doi

https://dx.doi.org/10.4135/9781529605655

Abstract

Lipton Clear Green is a vitalizing, refreshing beverage that gained access to the Egyptian market in 2006. It is the best-selling green tea brand in Egypt. However, the latest Lipton Clear Green Consumer (LCG) Report recommended that LCG needed to refine its target market and positioning. Further, Lipton’s executive group was dissatisfied with LCG’s current market share (60%). With this in mind, Jane Lawrie, Lipton’s newly appointed brand manager who is responsible for LCG, decided to gather her team for a lengthy meeting to set next year’s marketing communication plan that would solve the above-mentioned problems. Such plan needed to be broken down into a specific marketing activation platform and communication tools to support the achievement of the marketing objectives. The case presents an overview on the green tea industry in Egypt and the major players in this industry. The information available in the case helps students set an Integrated Marketing Communication plan. Also they can use the information to create a marketing program and a comprehensive marketing plan for Lipton Clear Green brand.

First Page

1

Last Page

18

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