Lipton Ice Tea Goes Global Part B
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I’ve never been to the United States, so when I started writing Lipton Ice Tea, I could only imagine what it would be like. Little did I know that it would lead to a global company with an impressive story behind it. The Lipton brand was established in England in 1869 as Lipton’s Orange Soda Syrup, by Edward Mordy Lipton, a physician who wanted a more affordable way to drink soda. The syrup gained popularity and was soon being sold in grocery stores, with
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The globalization trend is here to stay and Lipton Ice Tea, which was launched in India in 1981, has taken the lead by going global with a strong brand image, a market share of 7% and a huge fan following. Lipton Ice Tea had 37% growth in revenues and market share in the fiscal year ending 31 March 2016. It has also won the ‘2015 Best Brands Asia Pacific Award’ for ‘Global Ice Tea’ category. Lipton has
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My experience as an international marketer. Lipton Ice Tea, the largest premium teaware brand in the world, faced increasing competition from its Chinese subsidiary, Lipton China. Both companies had been successful in growing the global brand for decades, but it became evident that China had more potential to increase sales beyond the current 15% to 20% market share, and Lipton China was lagging behind with a 20% market share. The company knew that China was the world’s largest market for Ice Tea, accounting for
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Part B – The global rollout I spent much of the time in Beijing finalizing the details of the global launch, working through the bureaucratic challenges and setting the scene for a major Chinese market. With my team, I was also negotiating with local distributors, the Chinese company, and distributors in other markets. I knew that this would be the biggest challenge of my career. Read Full Article There are thousands of companies in China with different cultures and approaches to business. The company had to be trustworthy and reliable, without the need for
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A little over three years ago I published Lipton Ice Tea Goes Global Part A (November 1, 2019) and Part B (January 1, 2020). In Part A, I explored the history of Lipton and the company’s growth and success in Europe, Asia, and other markets. Here, I turn to the last decade of Lipton’s growth in America. In the United States, Lipton was the best-selling brand of all time. I had a bit of
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In 2014, Lipton Ice Tea started its international market expansion. At that time, its sales in the US market had peaked. The company realized it needed to diversify its business into a wider international market to sustain the growth it had been enjoying in the US market. They understood the global opportunity that Lipton could leverage, so they embarked on a global expansion strategy. The goal was to increase market share and enhance brand equity in international markets. They were aware that Lipton had successfully entered markets, like Germany and Mexico
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The launch of new flavors and new packaging for Lipton Ice Tea is a testament to our continued expansion strategy. the original source Lipton’s new flavors and packaging include the ‘Natural Flavor’ that was launched earlier this year and also includes “Jasmine”. These new flavors and packaging changes were met with positive responses from consumers, especially from Asia. The new flavors include ‘Lemon Tea’, ‘Citrus Peach’ and ‘Jasmine’. The ‘Lemon Tea’ flavor is especially