MBR Lipton

7/31/2019 MBR Lipton

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Lipton-A Quest for Vitality

TABLE OF CONTENTS

Industry Background: ............................. ................................ ................................. ................................ ...... ..... 3Market Profile .................................................................................................................................................... 3Market Forecast ................................................................................................................................................. 3

BEVERAGES MARKET ..................................................................................................................................... 4

OVERVIEW OF THE TEA INDUSTRY .......................................................................................................... 5

COMPANY BACKGROUND: ............................................................................................................................ 8

LIPTON, THE BRAND: ...................................................................................................................................... 8

MANAGEMENT PROBLEM: ........ ......... ......... ........ ......... ......... ......... ........ ......... ......... ........ ......... ......... ......... .. 9

PROBLEM STATEMENT: ................................................................................................................................. 9

RESEARCH OBJECTIVES: ....................................................................................................................... ..... 10

APPROACH TO THE PROBLEM: ................................................................................................................ 10

RESEARCH QUESTIONS: ......... ........ ......... ......... ......... ........ ......... ......... ......... ........ ......... ......... ......... ........ ..... 11Hypotheses: ............................ ................................. ................................ ................................. ............ ...... ...... 11

INFORMATION REQUIREMENTS: ............................................................................................................. 11

POTENTIAL USES OF FINDINGS: ............................................................................................................ .. 12

RESEARCH METHODS AND PROCEDURES ......... ......... ........ ......... ......... ......... ........ ......... ......... ....... .... .. 13

Research Type: ................................. ................................. ................................. ................................. ....... ...... 13Data Type: ................................. ................................. ................................. ................................ ........... ....... ... 13Method of research: ............................ ................................. ................................. ................................. .......... . 13Population Description: ............................. ................................. ................................. ............................. ...... .. 13Instruments used: .............................. ................................. ................................. ................................. ............. 14

QUALITATIVE RESEARCH: ...................................................................................................................... ... 15

Initial Focus Group: .............................. ................................. ................................. ................................ .......... 15Key findings: ............................................................ ................................. ................................. ............ ...... ... 15Formal Focus Groups: ................................. ................................. ................................ ........................... ...... ... 15Key Findings: .............................. ................................. ................................ ................................. ........ ...... ..... 16

QUANTITATIVE RESEARCH: ............................................................................................................... ....... 17

Survey design .............................. ................................. ................................ ................................. ........ ...... ..... 17Sampling method .............................. ................................. ................................. ................................. ............. 17Survey administration method: .............................. ................................. ................................ .......... ...... ...... .. 17Fieldwork: ................................ ................................. ................................. ................................. ...... ...... ...... ... 18

Non-response error: .......................................................................................................................................... 18Participant selection process: ................................ ................................. ................................ ............. ...... ...... . 18Ensuring validity and reliability: ............................................. ................................. ................................ ...... . 18Editing: ................................ ................................. ................................. ................................ ................ ...... ..... 19

Coding: ............................ ................................. ................................. ................................ .................... ...... ..... 19DATA ANALYSIS .............................................................................................................................................. 19

Activities associated with vitality ............................. ................................. ................................ ...... ...... ...... .... 19Vitality definition ................................. ................................ ................................. ........................... ...... ...... ... 23

Need of vitality during a day ............................................................................................................................ 23Reasons for needing vitality ............................. ................................. ................................. ...................... ...... .. 25Category of activity most representing vitality ................................ ................................. ...................... ...... ... 26Exploring outdoors ................................. ................................. ................................. ............................. ...... ..... 27Hanging out with friends ................................. ................................ ................................. .......................... ...... 28

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Spending time with family .............................. ................................. ................................ .................... ...... ...... 29Sports ............................... ................................ ................................. ................................. ......................... ...... 30Being Adventurous ............................. ................................. ................................. ................................. .......... . 31Personal achievement ............................. ................................ ................................. ............................... ...... .... 32Expression of vitality ................................. ................................. ................................. ................................. .... 32Brands that represent vitality ................................. ................................. ................................ ......................... . 34Tea consumers ................................. ................................. ................................. ................................. .......... .... 35

Mostly used brands ................................ ................................. ................................. ................................. ........ 36Hypothesis 1 .................................................................................................................................................... 37Degree of vitality in Liptons advertising ............................. ................................. ............................ ...... ...... .. 42

LIMITATIONS: .................................................................................................................................................. 44

CONCLUSION: ............................................................................................................................................... ... 45

.............................................................................................................................................................................. 46

RECOMMENDATIONS: .................................................................................................................................. 47

BIBLIOGRAPHY .............................................................................................................................................. 48

Introduction

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Industry Background:

Food and drinks forecast 2004 for Pakistan by the Economic Intelligence Unit (EIU)states that more than 50% of the household expenditure of an average Pakistani family ison food, drinks and tobacco. The forecast also predicts that this spending will rise from

US$28.3bn in 2003 to US$44.9bn in 20081

. Although the food, drinks and tobaccoconsumption will most increase, the tea market is guesstimated to decrease from 1 kg per head to 0.7 kg per head as can be seen in the tables below:

Market Profile

Market Forecast

Beverages Market

1 Asia and Australia: Food, Beverages and Tobacco The Economic Intelligence Unit Limited, 2004, www.eiu.com

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The trend in the beverage market of Pakistan of market value share/growth is depicted inthe table given below:

Pak. Rupees.(in million)1998 1999 Share 2000 Share 2001 Share 2002 Share 2003 Share

% % % % %Tea(UPL)

12,640

10,365 21.5

11,615 23

12,500 23.1

13,385 24.5

14,305 25.2

%Growth

-18% 12% 8% 7% 7

TotalTea

29,960

25,000 51.9

26,575 52.7

27,355 50.5

27,285 50.0

27,080 47.7

%Growth

-16% 6% 3% 0% -1%

CSDs 15,99019,200 39.9

19,800 39.2

22,460 41.4

22,570 41.3

24,490 43.2

%Growth 20% 3% 13% 0% 9%

Coffee 265 300 0.6 350 0.7 405 0.7 465 0.9 535 0.9%Growth 13% 17%

16% 15% 15%

Juices 2,5402,550 5.3

2,450 4.9

2,400 4.4

2,300 4.2 2,250 4.0

%Growth 0% -4% -2% -4% -2%

BottleWater 935

1,100 2.3

1,300 2.6

1,600 3.0

2,000 3.7 2,400 4.2

%Growth 18% 18% 23% 25% 20%

Total 49,39048,150 100

50,475 100

54,220 100

54,620 100

56,755 100

%Growth -3% 5% 7% 1%

As can be seen by the table given above tea is the market leader in the beverage market andis expected to retain its growth position in the future. However, the growth rate of theCSDs (Carbonated Soft Drinks) is much faster than tea whose expected growth rate has

become stagnant.

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The pie chart below shows 2003 value shares of the Pakistani beverage market.

Total Value Rs. 47,950 billion Does not include one step preparation drinks (i.e. Energile, Squashes etc.), milk and

non-commercial water.

Overview of the Tea Industry

Tea is considered to be an essential consumption item in many countries of the world,including Pakistan. The history of tea drinking in the subcontinent can be traced far back. Itis said, that tea was introduced with the arrival of the British in the Subcontinent and

became popular in the region during the British rule. The British people were clever enough to use a powerful slogan, which remained in the minds of the people. They said,In winters it provides warmth and in summers, it gives freshness.

5

5%

41%

1%3% Coffee

Juices

Bottled Water

CSD

Tea


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Total Value Rs. 54,475 million Does not include one step perpetration drinks.

At present there are two kinds of tea available in the market: branded and unbranded(loose) tea. Therefore, the importers are also of two types, though both import tea from thesame countries. Bulk importers sell tea to retailers in loose form, while the second categoryof bulk importers sell packaged tea under brand names.

Total tea market in terms of volume in Pakistan is 116000 tones major players beingLipton, Tapal (family mixture, Danedar), Supreme and newcomers including Tetley andmushroom brands. Lipton being more urban-centric focusing on main cities while

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S H A R E O F T H R O

86%

0%3%10%

1%

CS D

Coffee

B ottled W at

Juices

Tea

Market Shares

3%41%

19% 37%Loose

Mushroom

LBPL

Tapal


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Supreme, A1 and Pearl Dust (Lever brands) are more rural focused (interior Punjab andSindh area).

All tea in Pakistan is imported. Therefore, tea, a traditional hospitality item in Pakistan,consumes a large amount of foreign exchange. Tea imports through legal route account for

about 200 million US dollars per year and is growing. Another 60 million kilograms of teaor nearly half as much of total consumption of tea is smuggled, that is imported illegally 2.According to official sources, Pakistan consumed 148 million kg in 2002, 60% of whichreached the consumer as branded products.

Annual black tea consumption in Pakistan is 0.9 kilogram per head; slightly less thanBritish consumption is 1.25 kilogram per person 3. Pakistan is the worlds second largestimporter, after Great Britain, and may become the largest importer due the increase in

population and unabated increase in tea consumption. Tea drinking, over time, has doubledmainly because other drinks, especially fresh milk, have virtually disappeared as dairy

production was neglected. Another reason is high population growth per year. About 50%

of tea imports are consumed in Punjab, 30% in the NWFP, 16% in Sindh and 4% inBaluchistan .3

2 Fifty Great Years in Pakistan, Lever Brothers Pakistan Limited, pp. 463 Ibid3

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Branded Tea Market - Pack Format

1%13%

34%52%

Teabags

SachetsSoft Packs

Cartons


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Company Background:

Unilever Pakistan Limited was established some fifty years ago in the then newly createdPakistan. The town of Rahim Yar Khan was the site chosen for setting up a vegetable oil

factory in 1958 and that is where the first manufacturing facility was developed. Today,Unilever Pakistan is a force to reckon with. Its contribution to Pakistan's economicdevelopment cannot be overestimated. Now operating five factories at different locationsaround the country, the company contributes a significant proportion of the country's taxes.It employs a large number of local managers and workers. It provides a pool of well-trainedand highly motivated manpower to other segments of the company and has introduced newand innovative technologies into the country.

Unilever is dedicated to great brands that help people look good, feel good and get moreout of life. At the same time it's a company that tries to act responsibly towards itscommunities and the environment. It aims to add vitality to life. It's a big ambition, but it's

always been right at the heart of the business. Unilever Foods Vitality Mission is stated asTo be the worlds best food company by adding vitality to life, empowering people toenjoy food, enjoy health, enjoy life

Unilever produces and markets four brands of tea, Lipton Yellow Label, Brook BondSupreme, Lipton Pearl Dust and Brook Bond A1. All the brands are strategically positionedso each one caters to a different market and cannibalization is kept at a minimum. Unilever owns two tea factories of which two are situated in Karachi one in West Wharf area andthe other in Khanewal, Punjab. The Khanewal factories once belonged to Brook Bond,while the West Wharf tea factory was inherited from Lipton when it was merged with UPL.

Lipton, the Brand:

Lipton is one of the world's great refreshment brands. In the global beverages market it hasintroduced tea-based drinks including leaf tea, infusions, ready-to-drink tea and other healthy, refreshing alternatives to soft drinks. Lipton is growing fastest in ready to drink teas including the international Lipton Ice Tea range, the Lipton Brisk range in NorthAmerica and a range of Lipton ready to drink teas in Asia which can be served hot or cold.Other recent flavor innovations cater to changing tastes, for example green teas and theLipton Fusion blends of iced tea and exotic fruit juice varieties.

Leaf tea remains a favorite in many markets. Liptons innovations include Lipton pyramidtea bags that give the leaves more room to move and Lipton cold brew tea bags that allowiced tea to be freshly brewed in cold water in just five minutes. Available in over 110countries, Lipton is particularly popular in Europe, North America and the Middle East and

parts of Asia.

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Lipton was first introduced in Pakistan in 1948. Tea was sold in tin packs at the time. Theyear 1989 was a major milestone in Unilevers history. The tea giant Lipton was mergedwith Lever Brothers that year in Pakistan, five years after the international takeover of theLipton company by Unilever.

In Pakistan Lipton has been able to build a strong brand name for itself over the years andcontinues to be a formidable presence amongst other players in a strong tea-drinkingnation. Its brand teams main focus has been to steadily reposition the brand so that Liptonstarts being perceived as a brand full of vitality such that a consumers contact with the

brand results in experiencing vitality. And this can only be done through integratedcommunication messages sent to consumers over time via various mediums out of whichthe most effective and efficient is advertising. Currently Lipton targets young minded

people aged 18-30 from urban cities, belonging to A+, A and B SEC. Advertisement andother promotional support reflect the same. Liptons stance on vitality has been tackled inadvertising that typically encompasses the Lipton world of brightness, sociability, vitalityand fun. Situations shown in advertisement are set at an aspirational level to reflect the

brands premium image.

Management Problem :

The Brand Team feels that vitality is an ambiguous term as it may hold various meaning todifferent people. Vitality can mean extreme sports like skydiving to an American or aEuropean consumer while it may mean dancing or singing to an Indian consumer. TheBrand Teams aim is to understand what vitality means to the Pakistani consumer in termsof broad based situations and to some extent even specific events.

The Brand Team wants to find out if their target market actually feels that Lipton as a brand represents vitality. The brands recent advertising has been focusing on situationsthat represent vitality that is especially made keeping the younger audience in mind. Inorder for the Brand Team to know whether the message has driven home they would like tofind out what opinion the target market holds regarding advertising. In order to establish anemotional connect with the target market, the Brand Team would like to understand whattype of situations Pakistani consumers find synonymous to vitality so that they can usethese situations in Lipton advertisement to further solidify Liptons positioning.

For this purpose our research has a two-pronged focus; firstly to find out target markets

attitude towards the brand, its advertising and the measurement of their attitude. Andsecondly, to uncover situations that consumers deem as full of vitality so that futureadvertisement can be made to be more in line with vitality.

Problem Statement:Do Lipton and its advertising represent vitality? What does vitality mean to the Pakistaniconsumer and how is it interpreted?

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Research Objectives:1. To collect attitudinal data of the consumers perception relating to the current

positioning of Lipton (via communication).

2. To collect data to discover which brands in the market seem to represent Vitality.3. To collect data to find out what vitality means to consumers in terms of situations.4. What situations can be used in Liptons advertising.

Approach to the Problem:Like every culture, Pakistani culture also has its own special vision of the world.The term Culture is usually taken to mean a set of socially acquired behavior patternscommon to members of a particular society or ongoing, large-scale human group. Allsocieties have a culture comprised of their language, traditions, customs, shared meaningsand institutions 4. It is the shared meanings that will be our focus in this research.

Culture, in fact, constitutes the world, and consumer goods have to draw meanings fromthis world, which can be done by using instruments like advertising 5. This translates into the fact that each culture has to be understood separately by global

brands like Lipton to be accepted by its market.

The Lipton team also recognizes that consumer goods have a significance that goes beyond their utilitarian character and commercial value. This significance rests largely intheir ability to carry and communicate cultural meaning 6.

Communicating cultural meaning means that the customer recognizes sameness betweenhis\her culture and the values promoted by the consumer good. This leads to theacceptability of the product.

The brand team feels that Lipton does not occupy a clear or specific position for the general public, which includes its users and non users. The brand team would like to try to bringLiptons positioning close to its global brand essence of natural vitality viacommunication.

Our research focused on finding out what the term vitality means to people, how is itexpressed in the Pakistani context. This will help determine the viability of using certainideas of vitality in reaching out to the customer in every form of communication.

4 Ethnic Migration, Assimilation, and Consumption, Melanie Wallendorf; Micheal D. Reilly, The Journal of Consumer Research, Vol.10, No. 3 (Dec., 1983), 292-302. 5 Culture and Consumption: A theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods,Grant McCracken, The Journal of Consumer Research, Vol. 13, No.1 (Jun., 1986), 71-84.

6 Ibid

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Research Questions:1. What is vitality to them in terms of words?2. Why is their selection significant of vitality?3. What is Liptons positioning in the mind of consumers?4. What kind of vitality can they associate themselves with?5. What other brands represent vitality to the consumer?

Hypotheses:The research hypotheses for this study are as follows:

1- Null Hypothesis

At least 70% people in Karachi, Pakistan think that Lipton represents vitality.H0 = p=0.7

Alternate Hypothesis

Ha = p 0.770% of people in Karachi, Pakistan do not think that Lipton represents vitality.

2- Null Hypothesis

At least 70% people in Karachi, Pakistan think that Liptons advertising represents vitality.H0 = p = 0.7

Alternate Hypothesis

Ha = p 0.770% of people in Karachi, Pakistan do not think that Liptons advertising representsvitality.

Information requirements:

This research focuses on people between the ages of 18-30 and there are a couple of pointsof emphasis that affect them which are going to be as under:

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Timing for needing to feel vitality

Whether tea is consumed or not

Attitude towards Lipton

Attitude to Liptons advertising

Attitude to other brands that represent vitality

Activities that excite them

Potential Uses of findings:The Research will aid the Lipton team to incorporate the further understanding of thePakistani market and their perception and discernment of Vitality into their

communication. According to the global perception of Unilever people choose their brands because they like them and they trust them to deliver their promises. People know Unilever brands will help them feel good, look good and get more out of life in a word they arechoosing vitality.The global objective can only be achieved when all the brands areconveying the message of Vitality.

Through the research results the Lipton brand team will be able to judge the level to whichLipton is currently associated or not associated to Vitality and what type of relevantsituations can be shown in its advertisement to further a link with Vitality.

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RESEARCH METHODS AND PROCEDURES

Research Type:

For this study descriptive research was conducted, as some form of a previousunderstanding on the nature of vitality already existed. Although there was a generalunderstanding of the situation, descriptive research provided the conclusive evidence thatanswered the questions of the sponsor in order to determine the future course of action.This diagnostic approach helped answer many questions to rid of vagueness of the problemand clearly defined attitudes and opinions of the sample.

Data Type:Both primary and secondary data was used. Primary data was collected through qualitativeand quantitative methods that is, through focus groups and questionnaires. Secondary datawas used from in the making of the report to understand the dimensions of the worldwide

beverages market, the Pakistani tea market and Liptons presence in the market.

Method of research:Both qualitative as well as quantitative research methods were used. In terms of qualitativeresearch one initial informal focus group followed by two formal, detailed focus groupswere conducted to a sample of the population. In terms of quantitative research a surveywas conducted for which questionnaire was designed and administered to respondents thatwere selected on predetermined criteria. Due to limitation of resources and scope of thestudy, researchers could only conduct this study on residents of Karachi only, thus theresults would definitely reflect the target market for Karachi. However results may besomewhat different when samples form other cities are taken. Details of each element aregiven below.

Population Description:The Lipton Brand Team has a predefined target market on which research is alwaysconducted. Therefore for this study similar target market and thus, population was chosenand used. As Lipton aims to target young minded people in the ages between 18-30, the

population chosen consisted of individuals falling in the above age range, educated to atleast graduate level, belonging to A+, A and B SEC, students or working professionals or

both. This included both male and female as either one can be a decision maker or aninfluencer. The same population criteria were used to select population to conduct focusgroups as well as administer questionnaires.

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The term young minded people can encompass people from any age group, such as thoseyounger than 18 and those older than 30. But the age range 18-30 was chosen as it was feltthat this group is the best representative of the population targeted by Liptonscommunication. This age group has the capability to make individual choices, have

preferences, attitudes, believes and convictions about brands. They are open to trying new

things, they are not extremely opinioned, and can be influenced to some degree. This isseen as a good age group to talk to as they would be at an optimum position in terms of readiness for trial of new products other than the ones they have seen being used in thehousehold, risk taking, having purchase power, having knowledge of the world anddisplaying rational thinking. It also includes those who are settling into their ownhouseholds and are starting new lives with spouses. This is the stage in a life cycle whenindividuals consider what brand to make a part of their new lives and they progress fromnon-decision makers to influencers, decision makers and buyers.

An individual under the age of 18 is still considered immature and he/she is in the stage of forming opinions, experiencing things for the first time that would contribute towards the

making of the individuals personality. The individual would be a student and dependantupon his/her parents financially and otherwise. This individual would not be the right targetfor the study as he/she is still looking at elders as influencers and needs to grow further interms of individuality and personal choices. Also he/she would not have access to financesto purchase Lipton. Apart from that he/she would not be in a position influential enough toconvince the decision maker or buyer to include the brand in the weekly/monthly grocerylist.

An individual older than 30 years would not be the right target market as the individualwould have become set in his/her ways and would have strong and unwavering attitudesand preferences about certain brands, especially about things that are related to tastes. Teais a commodity that becomes a habit. And taste is something users develop over a period of time. It is said that anything becomes a habit if it is repeated 22 times. Thus tea becomes ahabit when consumed over a period of time. It is extremely difficult to try to convince

people to try something new after a certain age. People over 30 years of age are consideredmature. This means they would have definite opinions and choices. Tea has everything todo with taste. It is increasingly complex to influence mature people to try something new,something that means changing the way they do a certain activity such as trying a new tasteof tea, or a new brand.

Instruments used:

The research was divided into two phases; focus groups conduction and administration of questionnaire in a survey. A moderators guide was used for focus groups and aquestionnaire was designed, tested, revised and administered to the sample.

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Qualitative Research:In order to get an initial understanding of the target markets ideas about the subject of research for this report an informal focus group was conducted in the vicinity of aclassroom at IBA during an MBR session. This greatly helped in directing the researcherstowards clarifying what route should be explored in further focus groups. Findings are asfollows:

Initial Focus Group:This was conducted in IBA in a MBR class under the course instructors supervision. Thesample population on which this was conducted fit the criteria mentioned in the sectionabove. 40 students participated in the focus group and questions were asked in general toall students. The session was conducted by one of the team members who acted as amoderator and it started with warm up questions followed by specific questions aboutvitality. Other members of the team noted down various responses of the participants.Moderators guide is attached in the appendices.

Key findings:Focus group study showed that young people, aged 22 and above are not very clear aboutwhat Lipton represents and thought it to be an old brand. The only memorable thing aboutit was the jingle Lipton deejyay, Lipton leejyay and a few people also remembered a

bungee jump commercial mainly because it was made a parody of by a competitor brand.The challenge was to understand what represents vitality to the target market .

The discussions showed that Vitality meant a number of things to respondents but broadlyspeaking the main items that were talked about the most were: being active, energized, fullof life, being appreciated, looking forward to something and achieving something. Thecommon thread that connected all responses was that the participants thought that anythingthat they enjoy represents vitality to them. Activities that they connected with Vitality were

being with friends and family, partying, picnics and shopping (especially for females) or just being outdoors. Vitality also means participating or just watching sports like basketball, running, volleyball but not cricket and hockey, as these sports are perceived to be too tiring and stretched over a longer time. Water oriented sports, like swimming, werethought to have the highest association with Vitality.

Formal Focus Groups:2 focus groups consisting of 8 participants in each group were conducted. Sample

population was selected according to earlier defined target market of Lipton. One focusgroup was conducted in the setting of one of the group members living room and the other was conducted in the IBA canteen. Moderators were group members who used a moderator guide for the session. Each session ranged between 35-45 minutes.

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Key Findings:

Vitality for this focus group meant highly energetic activities and they agreed that vitalitycomes from things that you do best (Example when you feel enthused about your work.).Participants felt vitality mostly during morning, when they are with their friends, hearing

good news or whenever something good happens unexpectedly. When asked if vitalitymeant lazing around the unanimous answer was it certainly was not and they would seevitality in activities or being on the move and with friends. Some participants correlated itwith good music depending on their particular mood. Another thing pointed out was thatvitality was felt when participants were with their friends doing an adventurous thing likehiking or backpacking with their friends to a remote area. One participant thought that herelated creativity with vitality and for him to feel vitalized or think something creativesilence and solitude is needed.

According to participants brand that conveyed vitality were:

I-pod (Apples juke box) Marlboro Cigarette Nike Nestle Milk pack ( Milk was considered to represent vitality) Mountain dew Yummy Ice-cream (Specially in Lahore) Nescafe (Loud and Pumpy)

Events that represent vitality according to the participants included Basant and Melas.Games that represent vitality included basketball and soccer. According to participantsLiptons image is very corporate and the product features do not lend themselves to the

portrayal of Vitality.

When asked if Vitality was person what characteristic would it have and the answer was hewould be a male between the ages of 18-27. He would be a student as well as working. Heis an all-rounder and would live any where in Karachi. He would wear bright colored shirtswith a tie and would work in a chic environment. He would listen to hard rock music andhis favorite movies would be Fast and the furious and Bourne identity .

Interviewer bias and acquiesces bias:

Interviewer bias were kept to a minimum by conducting focus groups with groups who the

moderators and researchers were not familiar with so that bias from previous associationsdid not interfere with respondents candid views.

Acquiesces bias was kept in check by conducting one group in a home environment andone group in a canteen so that the results of both groups could be compared for irregular deviations in results.

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Quantitative Research:

Based on the findings of the focus groups and formulation of the hypothesis, aquestionnaire was developed (See appendices).

Survey designThe researchers kept many elements in mind while formulating the questions for thequestionnaire. Only the most relevant questions were asked so as to not bother respondentswith unnecessary details. For this purpose a test was conducted where a respondent wasasked to fill a questionnaire and was timed by one of the group members. When the testquestionnaire took more than 8 minutes to be filled out, the questions were revised andmade concise to save time and facilitate the respondents.

The language used was deliberately kept in simple English so that questions were easily

understood and their meaning was easily processed. Most of the questions were closedended to making them easy to be answered and interpreted. However some questionsrequired open-ended responses due to the nature of the problem under research. This wasimportant for the researchers to gather data that was not forced and gave candid opinionand views that made it very relevant for those particular questions. The answers to thesewere difficult to tabulate and took longer than other questions but it was handled throughcategorization of data in themes.

A structured approach was used and it was ensured that all the questions flowed in asequence and one question led smoothly to the next one. Filter questions were alsoincorporated whenever the answer to the question led to a connected question. No leadingor loaded questions were asked nor did the questionnaire include any type of offensive or embarrassing questions.

The approach used was a funnel method that divided the questionnaire into three parts. Thefirst part was the introduction where general questions were asked, leading to the bodywhere specific questions relating to the issue at hand were asked, leading to the end thatasked for personal information.

Sampling method Non-probability, convenience and quota sampling methods were used. As time andresources were limited, data collection had to be completed in two weeks. Thus the bestalternative to administer the survey was used, where the total number of questionnaires(41) was divided amongst group members who conducted the survey over the mentioned

period of time.

Survey administration method:

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As the sample population characteristics were very clear, the researchers had divided the population in two groups; students and working professionals, with some overlap. For thefirst group the questionnaires were given personally administered in academic institutionssuch as IBA, Szabist and CBM while some were filled over the Internet. For the secondgroup questionnaires were personally taken to various organizations and were filled out on

the spot.

Fieldwork:This research required average fieldwork, as there wasnt any one-on-one interviews to beconducted. The focus groups were conducted by the group members acting as moderatorsand observers at convenient locations. The survey questionnaires were also filled out at

places of easy access of the group members and through Internet by emailing people whofulfill the criteria of our target market.

Non-response error:The study is afflicted with non-response error as some respondents left some questions outfor personal reasons unknown to the researchers.

Participant selection process:Participants were selected on a pre-defined criteria based on convenience and quotasampling. Two sets of questionnaires were administered; one in colleges and the other inoffices. More or less equal number was distributed between the two groups totaling to 41.Care was taken to rule out those respondents that did not seem to fit the profile.

Ensuring validity and reliability:The findings are considered valid, as they have been able to provide answers and supportfor the research problem for which the study has been conducted. Each finding and itsinterpretation does not provide anything other than what it was expected to find.

Attention was paid to see that the respondents chosen to fill out the questionnaires were the best representatives of the population and if any of the researches felt that was not so, thequestionnaire was not considered valid and another one was given out to a new respondent.

The reliability of the questionnaires was checked and ensured. It was pre-tested for this purpose so that the questions reflected what the respondents felt which also ensured thattheir answers to the questions were honest and would be the same every time the questionswere asked. Reliability was also ensured via observing the respondents attitude towardsfiling out the questionnaire. If the attitude was negative, lazy or disinterested, the responsesof that instrument were rejected and a new respondent was sought.

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It was also seen, to the best of the ability, to edit the questionnaire on the spot andrespondents were asked to fill in the answers for questions they has left blank. However this was not always possible but the best of efforts were made to ensure least number of non-responses occurred.

Editing:Once the data was collected editing of the responses to questions took place. This includedthe process of checking for completeness, consistence and legibility of data and making thedata ready for coding and tabulation. Field and In-house editing took place for this researchstudy by the researchers. Editing took place to ensure logically consistent responses,especially for the questions that had a link from one to the other. Item non response wasalso handled through this and answers were adjusted accordingly. Values were also

plugged-in in order to replace blanks and missing values to permit completion of the data

analysis. For the facilitation of coding exercise, the no answer category was edited as wellas these responses were creating very different results for key questions when put into thetotal response set. Thus for the purpose of keeping analysis tight and clear, the noresponses were not considered in some areas.

Coding:For the purpose of coding a code sheet was designed and developed for twenty-onequestions asked in the survey form. Answers to fixed-alternative questions were codednumerically in the order in which the options appeared in the questionnaire. For all open-ended questions, all the participants responses were reviewed and themes were developedaccordingly. The code sheet is attached in the appendices. Based on this sheet, the answersgiven by the participants to fixed-alternative questions only were entered into the StatisticalPackage for the Social Sciences (SPSS) software. The row number was used as therespondent identification number and marked on the survey forms. For the open-endedquestion, a table was formed with columns showing all the themes from the code sheet androws representing individual participants response to that particular question.

DATA ANALYSISQuestion 1

Activities associated with vitality1) In the past which one of the following activities has been most fun for you? (You canchoose more than one)A. Personal achievementB. Outdoor activity

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C. Spending time with familyD. Spending time with friendsE. SportsF. An AdventureE. Other (please specify) ____________________

Activities Associated With Vitality

Personal AchievementOutdoor activity

Spending time with familySpending time with friends

Sports An Adventure

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

M e a n

24.74%

12.37%

15.46%

25.77%

12.37%

9.28%

The above question was asked to gauge the preference for activities that were associated

with vitality. As depicted by the above graph 25.77% of the total population preferredspending time with friends, closely followed by personal achievement preferred by24.74%. The least important activity associated with vitality was the adventure categorywhich was only preferred by 9.28%. Other activities had similar response from the

participants.

Gender Ratio of the Sample

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When the question number 1 was correlated with gender it displayed an interestingobservation. It showed that 14.19% of the females in the sample population had a

preference for spending time with friends, closely followed by personal achievementwhich is 13.01%. Where as 11.61% of the male population preferred personal

achievement and spending time with friends.Overall it seems that both spending times with friends and personal achievement areassociated with vitality in both genders in the Pakistani context.

female Male

Gender

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

M e a n

13.01%

11.61%

5.91%6.77%

9.46%

6.77%

14.19%

11.61%

2.37%

8.71%

4.73% 4.84%

Personal Achievement

Outdoor activitySpending time withfamily

Spending time withfriends

Sports An Adventure

Frequency Percent Valid PercentCumulative

PercentValid Female 18 43.9 43.9 43.9

Male 23 56.1 56.1 100.0Total 41 100.0 100.0

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Activities Associated With Vitality and Gender Preference

Question 3

Vitality definition3) Please define vitality

__________________________

The open ended question asking the respondents to define vitality in their own wordsgenerated results that have been classified by the group into the following themes. Thesecond column shows the frequency of each theme in our collected data sample. Thefrequency (46) adds up to more than the sample size (41) because we have respondentswho have multiple answers and we have taken them separately. The question was left

blank by 6 respondents.

Theme FrequencyVitality is Energy 22Vitality is Being Happy 12Vitality is Hanging out with Friends & Family 2Vitality is Achievement 6Vitality is Living Life to the Fullest 4

It is apparent that people most associate vitality with energy and being active. Exactlywhat activities they associate with vitality, what brands they think are better representativeof vitality and how both genders differ in their outlook are the questions the group has triedto answer using this research. And the findings are discussed below.

Question 4

Need of vitality during a day4) In the course of the day when do you feel you need vitality the most?A. MorningB. Mid morningC. AfternoonD. Mid AfternoonE. EveningF. Night

Gender * Time of day Crosstabulation

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Time of day Total

MorningMid

morning After noonMid After

noon Evening NightFemale Count 7 0 1 3 2 5 18

% withinGender 38.9% .0% 5.6% 16.7% 11.1% 27.8% 100.0%

Male Count 13 1 0 1 5 3 23% withinGender 56.5% 4.3% .0% 4.3% 21.7% 13.0% 100.0%

Total Count 20 1 1 4 7 8 41% withinGender 48.8% 2.4% 2.4% 9.8% 17.1% 19.5% 100.0%

The above question was asked to find out the most appropriate time at which the participants felt they needed vitality. Two variables time of the day and gender werecross tabulated to find out what time of the day was perceived by male and femalemembers at which they needed vitality. It was noted that in case of both male and femalemorning was preferred over all other times. 38.9% of females and 56.5% males saidmorning was the time when they needed vitality the most. However 27.8% females feltthey needed vitality in the night and 21.7% of male respondents preferred evening. Theabove analysis clearly suggests that morning is the time when most people need vitality.This is very important information as far as deciding the time of the day that should beshown in the commercials. In addition the gender preference for time helps in making moretarget focused advertisement.

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female Male

Gender

0

1

2

3

4

5

M e a n

8.07%

9.91%

7.91%7.66%

11.14%10.7%10.82%

11.76%

10.82%

11.23%

To wake up

Take a break

Feel fresh

To focusTo do an activity


Question 5

Reasons for needing vitality

5) Why do you need vitality at different times of the day? Please rate 1-5, 5 being the most

important and 1 the least

1 2 3 4 5To wake upTake a

break Feel freshTo focusTo do anactivity

Reasons for Needing Vitality

Theabove question was designed to find out the activities for which vitality was needed most.

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Analysis of this question indicated that 11.14% of females required vitality to feel freshwhereas 11.76% of male respondents required vitality to focus. A closer second in case of females was to focus and to do an activity and in case of male respondents it was to doan activity. This suggests that over all people need vitality when they either want to feelfresh or to focus. A closer analysis indicates that different activities were perceived

differently as far as vitality is concerned for male and female respondents.The same question was looked at from a different angle to see if occupation plays any part.The graph below displays the result.

Occupation and Reasons for Vitality

Student Professional Both

Occupation

0

1

2

3

4

M e a n

5.27%

6.14%6.6%6.67%

4.55% 4.67%

7.55% 7.5% 7.73%

6.85%

To wake upTake abreakFeel freshTo focusTo do anactivity

It can be seen that students needed vitality to feel fresh whereas for professionals vitalitywas needed to feel fresh, to focus and to do an activity. People who were bothstudents and professionals higher preference was given to focus.

Question 6

Category of activity most representing vitality6) Which one of the following most represents Vitality to you? Divide 100 points amongeach of the following choices according to your preference.Exploring Outdoors ______ Hanging out with friends ______ Spending time with family ______ Sports ______ Being Adventurous ______

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Personal Achievement______

Category of Activity most representing Vitality

Female Male

Gender

0.00

1.00

2.00

3.00

4.00

5.00

6.00

M e a n

6.92% 7.42%

9.15% 9.36%8.75%

7.32%

ExploringOutdoors

HangingOut withFriends

Spendingtime withFamily

Sports

Being Adventur

ousPersonal

Achievement

The answer to the question 6 yielded the graph above. It is apparent from the graph thatpersonal achievement most represents vitality to females which is 9.25%. Hanging outwith friends is second most highly rated with 9.15% for females and most highly rated bymales with 9.36%. Exploring outdoors has been rated low by the groups, 6.92% for females and 7.42% for males. Sports are more associated to vitality by men than bywomen. Women on the other hand connect vitality to being adventurous more than mendo, 8.75% as opposed to 7.32%.

Question 7

Exploring outdoors7) Which activities support your choice in each category below? Please rate 1-5, 5 beingthe most important and 1 the least. Same rates can be given to more than one activity.

Exploring OutdoorsHikingWalking in a park Going to the beachBackpacking with friendsPlaying in the rainAny other(Please Specify)

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female Male

Gender

0

1

2

3

4

M e a n

7.94%8.87%

9.81%

6.85%

12.14%10.74%10.27%

11.98%11.91%

9.49%

Exploring Outdoors

HikingWalk in aParkGoing tobeachBackpackwithfriendsPlaying inrain

The graph for exploring outdoors shows that females associate vitality highest withgoing to the beach, 12.14%, followed closely by playing in the rain, 11.91%. Theyrelate hiking to vitality the least, 7.94%, but surprisingly not so far behind mens rating of hiking, 8.87% (second lowest for men). Males on the other hand associate vitality themost with backpacking with friends, 11.98%, followed very closely by going to the

beach, 10.74%. So Liptons team can use this data to produce an advertisement whichshows girls and boys going to the beach as its the highest rated activity by both thegenders.

Hanging out with friendsWatching a movie at a friends houseGoing to a restaurant for a mealGoing to a partyGoing to a concertCasual get together Any other(Please Specify)

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Female MaleGender

0

1

2

3

4

M e a n9.48%

7.83%

12.41%10.34%10.0% 9.6%9.13%

8.12%

11.72% 11.37%

Watchingmovies

Going to arestaurant

Going to aparty

Going to A concert

Casualgettogether

Hanging Out with Friends

It emerges from clustered bar graph above that both females and males have more or lessthe same ratings for activities in this category.For women going to a restaurant with friends is the activity highly associated withvitality, 12.41%, followed closely by a casual get together with friends, 11.72%;For males the highest rated activity is a casual get together, 11.37%, followed closely bygoing to a restaurant, 10.34%.

Spending time with familyA picnic at a park/outdoor Vacationing in another city/countryStaying home and talkingGoing to a restaurant for a mealGoing to a weddingAny other(Please Specify)

When spending time with family for both genders vacationing in another city/country,12.42% for females and 10.8% for males, is most related with vitality and going to awedding is the least related, 7.09% for females and 5.41% for males. For males there isnot much difference between separate activities except the last, so choosing an activity for a TVC would mostly depend on womens preferences.

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Female Male

Gender

0

1

2

3

4

M e a n9.58% 10.41%

12.42%10.69%

7.09%5.41%

Picnic at apark

Vacation toa city/country

Stay athome

Going to arestaurant

Going to awedding

Spending Time with Family

SportsWatching a game at home/stadiumSwimmingSoccer CricketBadminton

Any other(Please Specify)

30

Female Male

Gender

0

1

2

3

4

M e a n10.49% 10.82%

11.24% 12.16%

7.33%

Watching agame athome or astadium

SwimmingSoccer

Cricket

Badminton

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In the category of sports activities cricket and watching a game at home or a stadiumis highly associated with vitality by women and men, 11.24% and 12.16% respectively.Badminton and soccer are least associated with vitality by males and femalesrespectively.

Being AdventurousMountain HikingBungee jumpingExploring a new countryTrying something new you dont knowmuch aboutTaking an uncalculated risk Any other(Please Specify)

Female Male

Gender

0

1

2

3

4

M e a n

8.49% 8.92%9.74%6.12%

13.74%12.41%

11.24% 11.01%10.99%

7.34%

Mountainhiking

Bungee jumping

Exploring anew country

Tryingsomethingnew

Taking anuncalculatedrisk

Being Adventurous

Bungee jumping (Shown in Liptons recent TVC), 9.74% for females and 6.12% for males and mountain hiking,8.45% for females and 8.92% for males, are rated low by bothgroups, exploring a new country, on the other hand, is rated the highest, 13.74% and12.41% for females and males respectively, followed closely by trying something new or acquiring new experiences. Also both women and men feel vitality is taking uncalculatedrisks.

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Personal achievement Being praised by a higher authorityBeing able to do something difficult

Getting a promotion/good grades for studentsAny other(Please Specify)

Getting good grades seems to be most important to women, 17.78%, and being praisedthe least, 15.44%, although it is still a significant percentage. Males associate vitality mostwith being able to do something difficult, 18.56%.

Female Male

Gender

0

1

2

3

4

5

M e a n 15.44% 16.65%16.84%18.56%17.78%

14.74%

Beingpraised

Being able todo somethingdifficult

Gettingpromotion/

Good grades

Personal Achievement

Question 8

Expression of vitality8) How does vitality make you feel? (You can choose more than 1 option)

A) Free B) Strong C) Happy D) Energetic E) YouthfulF) Other (Please specify) _______________________

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female MaleGender

0

0.2

0.4

0.6

0.8

1

M e a n

7.1%

4.98%

13.19%

8.3%

14.21%

13.28%

15.22% 14.94%

7.1%

1.66%

FreeStrongHappyEnergeticYouthful

Expression of Vitality

The above graph depicts the answer of respondents when they were asked about howvitality makes them feel. Both male and female respondents said that vitality makes the feelenergetic, 14.94% and 15.22% for each respectively. A closer second in both cases wasthe feeling of happiness that they derive from vitality, 14.21% for females and 13.28%for males. In case of male respondents vitality did not represent youthfulness and femalerespondents gave equal preference to free and youthful as synonyms for vitality.

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Question 9

Brands that represent vitality9) The following brands represent vitality to you.

Very True SomewhatTrue

Uncertain Not VeryTrue

Not at allTrue

Pepsi Nike NescafeMountainDewRed BullLipton

Brands that Represent Vitality

female Male

Gender

0

1

2

3

4

5

M e a n

7.73% 7.81%

9.12% 8.91%

9.74% 9.77%9.59%9.16%

7.89% 7.94%

5.88%6.47%

Pepsi

NikeNescafe

Mountain Dew

Red BullLipton

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The graph for brand associations with vitality displays the brands that represent vitalitymost. Both female and male respondents gave the highest preference to Nescafe, 9.74%and 9.77% respectively, with Nike and Mountain dew getting second in line. Pepsi gotsame preference by male and female respondents which shows a consistent image. Liptonwas given higher preference by male respondents overall compared to all the brands Lipton

got least preference.Question 10

Tea consumers10) Do you drink tea?A) Yes B) No

No Yes

Do you drink tea?

0

20

40

60

80

P e r c e n t

24.39%

75.61%

Tea Consumers

The percent of people in our sample who drink tea are 75.61% as compared to the non teadrinkers, 24.39%.

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Question 11

Mostly used brands11) If yes, which brand? ___________________________

LiptonTapal

SupremeTetley

unbranded teaFlying Horse

Brand

0

10

20

30

40

50

P e r c e n t

37.04%

44.44%

7.41%3.7% 3.7% 3.7%

Mostly Used Brand

The brand usage of our sample is demonstrated in the graph above. Tapal usage was thehighest with 44.44%, followed by Liptons, 37.04%.

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Question 13

Hypothesis 113) Do you think Lipton represents vitality?

A) Yes B) No

Do you think Lipton represents vitality?

Frequency PercentValid

PercentCumulative

PercentValid No 19 46.3 48.7 48.7

Yes 20 48.8 51.3 100.0Total 39 95.1 100.0

Missing Noresponse 2 4.9

Total 41 100.0

Of the total sample size excluding 2 non responses 19 people thought that Lipton does notrepresent Vitality and 20 thought that it does. So actually there is very little difference inthe frequency of the sample that proves our Null Hypothesis false.

Statistical AnalysisThe z test for proportions was used to test the hypothesis. Values used for the test are as

follows.

Sample size = n = 41Sample proportion = p = 0.512

Estimate of the standard error of the proportion, Sp= 0.0800

Z statistic, Z obs = -2.35

Significance level = = 5%

Critical value, Z critical < -1.645

The test statistic value is less than the critical value so we reject null hypothesis.

The test results are statistically significant at 5% level that is at 5% significance value thedata provide sufficient evidence to conclude that less than 70% people in Karachi, Pakistanassociate Lipton with vitality.

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The frequency bars shown in the graph below gives us a mean of 0.51, and a standarddeviation of 0.506.

-0.5 0 0.5 1 1.5

Do you think it represents vitality

0

10

20

30

F r e q u e n c y

Mean = 0.51Std. Dev. = 0.506N = 39

Histogram

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The cross tabulation of the hypothesis question (question 13) and gender yielded the table below which clearly shows that out of people who do not agree to Lipton representingvitality 78.9% are males and 21.1% are females; in the group of people thinking that Liptondoes represent vitality 65% are females and 35% are males. It is obvious that Lipton ismore successful in conveying vitality to women more than males.

Do you think it represents vitality * Gender Cross tabulation

Gender

TotalFemale MaleDo you think itrepresents vitality

No Count 4 15 19% within Do youthink it representsvitality

21.1% 78.9% 100.0%

Yes Count 13 7 20

% within Do youthink it representsvitality

65.0% 35.0% 100.0%

Total Count 17 22 39% within Do youthink it representsvitality

43.6% 56.4% 100.0%

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People who think Lipton does not represent vitality are mostly drinkers of Tapal (71.4%)and Tetley (14.3%). People who do think Lipton represents vitality are mostly Liptonconsumers (50%) but also a significant percentage of Tapal consumers (35.7%). Thishighlights that Lipton may be thought of as having vitality but is not very successful in

pulling the customer to itself.

Do you think it represents vitality * Which brand Cross tabulation

Which brand Total

Lipton TapalSupre

me Tetleyunbrande

d teaLiptonrepresentsVitality?

No Count1 5 0 1 0 7

% withinLiptonrepresentsVitality?

14.3% 71.4% .0% 14.3% .0% 100.0%

Yes Count 7 5 1 0 1 14% withinLiptonrepresentsVitality?

50.0% 35.7% 7.1% .0% 7.1% 100.0%

Total Count 8 10 1 1 1 21% withinLiptonrepresents

Vitality?

38.1% 47.6% 4.8% 4.8% 4.8% 100.0%

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Cross tabulation of the same two variables as above but in an reverse way shows users of different brands and their perception of Liptons vitality show that very few of Liptonconsumers (11.1%) think that Lipton does not represents vitality. It is interesting to see that50% of both Tapal and Tetley drinkers think that Lipton represents vitality.

Which brand * Do you think it represents vitality Cross tabulation

Do you think itrepresents vitality

Total No YesWhich brand Lipton Count 1 8 9

% withinWhich brand 11.1% 88.9% 100.0%

Tapal Count 6 6 12% withinWhich brand 50.0% 50.0% 100.0%

Supreme Count 1 1 2

% withinWhich brand 50.0% 50.0% 100.0%

Tetley Count 1 0 1% withinWhich brand 100.0% .0% 100.0%

unbranded tea Count 0 1 1% withinWhich brand .0% 100.0% 100.0%

Flying Horse Count 1 0 1% withinWhich brand 100.0% .0% 100.0%

Total Count 10 16 26% withinWhich brand 38.5% 61.5% 100.0%

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Question 15

Hypothesis 2

Degree of vitality in Liptons advertising 15) Liptons Advertisement represents vitality?

Strongly disagree Disagree Uncertain Agree Strongly agree

The graph below shows the percentages of people who agree or disagree to Liptonsadvertising representing Vitality. It is obvious that mostly people do think that Liptonsadvertising successful conveyance of Vitality.

Disagree Uncertain Agree Strongly agree

Lipton's Advertising represents Vitality

0

10

20

30

40

50

60

P e r c e n t

8.11%

29.73%

8.11%

54.05%

Degree of Vitality in Liption's Advertising

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Statistical Analysis

Frequency Percent ValidPercent

Cumulative Percent

Valid Disagree 4 9.8 10.3 10.3 Uncertain 12 29.3 30.8 41.0 Agree 20 48.8 51.3 92.3 Strongly agree 3 7.3 7.7 100.0 Total 39 95.1 100.0 Missing No response 2 4.9

Total 41 100.0 The z test for proportions was used to test the hypothesis. Values used for the test are as

follows. We have collapsed scales by keeping disagree and uncertain on one side and

Agree and strongly agree on one side.

Sample size = n = 39

Sample proportion = p = 0.59

Estimate of the standard error of the proportion, Sp= 0.0787

Z Statistic, Z obs = -1.39

Significance level = = 5%

Critical value, Z critical < -1.645

The test statistic value is not less than the critical value so we do not reject null hypothesis.

The test results are not statistically significant at 5% level that is at 5% significance valuethe data does not provide sufficient evidence to conclude that 70% people in Karachi,Pakistan associate Liptons advertising with vitality. And we can conclude that Liptonadvertising is perceived by majority of our sample, more than 70%, to convey vitality.

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5.04.03.02.0

Does Lipton's advertising represents vitality?

F r e q u e n c y

30

20

10

0

Std. Dev = .79

Mean = 3.6

N= 39.00

LIMITATIONS:

This survey was limited in many ways. The sample chosen for the survey was restricted to people who were conveniently available, and also the sample size was kept small for easeof data coding and analysis. Time and cost were also constraints that played a significantrole in hindering the team.

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Conclusion:

The result of the research clearly concludes that the target market does not associate Liptontea with vitality but on the other hand, they feel that its advertising does represent vitality.

These people have set ideas about what represents vitality to them in the Pakistani contextand culture in which hanging out with friends and personal achievement are top of the list.

The data findings were applied to the hypothesis that yielded the following results at thesignificance level of 0.05 with a sample size of 41 participants:

1. Less than 70% of the population feels that Lipton represents vitality.2. More than 70% of the population feels that Liptons advertising represents vitality.

Pakistan is a tea-drinking nation and tea penetration is at a maximum in every city, thisstudy still did not have a prerequisite to only conduct a survey on those people who do or do not consume tea. The aim was to find put the target markets attitude towards the brand.

The result shows that an overwhelming percentage of the respondents (75.51%) are teadrinkers and thus their opinions about tea brands are very clear.

Respondents that think Lipton does not represent vitality are mostly drinkers of Tapal(71.4%) and others. And those who think otherwise are mostly Lipton consumers (50%).This is so because the population sample of the study has a majority of Tapal drinkers(44%), followed by Lipton drinkers. Another consideration to be kept in mind is that thissurvey was only conducted in Karachi, which is a stronghold of Tapal, compared to other cities. This result clearly shows that most tea drinkers do not associate Lipton with the kindof vitality they feel is relevant to them in their lifestyles.

Another interesting finding is that out of the people who do not agree to Liptonrepresenting vitality comprise of a majority of males while those who agree that Liptonrepresents vitality comprise of a majority of females. It seems that women are open toaccepting Liptons offerings and have a certain connect to the brand. They probably feelthat the image and values represented by the brand are those that reflect their mindset andthus there is an opportunity to connect with them.

Taking a wider look at the big picture shows that Liptons standing on the vitality positioning is currently not strongly rated by the target market. On comparison with other brands both female and male respondents gave the highest preference to Nescafe with Nikeand mountain dew second in line. Pepsi got same preference by male and femalerespondents, which shows a consistent image. However, Lipton got least preference in thissituation. This is a worrisome discovery as the brand coming out on the top of the list is adirect rival in the beverages category. Coffee is not even half as big a market whencompared to tea in Pakistan and even then its got a strong association with vitality. This isnews enough for the brand team to consider how to reverse the situation in their favor.

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On the other hand the other conclusion from this research is that most of the respondentsagree that Liptons advertising represents vitality. This conclusion clearly showsdisconnect in consumers mind for two aspects of the same brand name. On one handconsumers feel that Lipton is not synonymous with vitality while they also think thatLiptons advertising does represent vitality. This leads to confusion, as consumers seem to

have established two levels for the brand; one is the product, which they do not identifywith, and the other is the communication, which they are positive towards but are not readyto accept as relevant to them as the brand itself in not relevant to them.

The overwhelming positivism towards Liptons advertising represents both users and nonusers of Lipton, meaning that the bard loyal Tapal and other users are also in agreement onthis point, thus it seems that Lipton has a chance to make a breakthrough with a bit moreconcentrated effort in the right direction.

The findings for the meaning of vitality when asked in their own words show that vitality isstrongly associated with energy and the feeling of happiness. This manifestation comes into

play when an activity is involved which leads to the above stated feelings. The researchconcludes that the activities that are the best over all representatives of vitality are hangingout with friends and personal achievement. Here on further correlation of data aninteresting fact is unearthed. Findings show that females rate personal achievement at ahigher level than men, followed by being adventurous while men rate hanging out withfriends at a higher level followed by hanging out with family This shows the changingmindset and attitudes of the Pakistani society consisting of young people, where womenhave come into their own and have set different priorities in life. They are more concernedwith achieving something they can be proud of and this gives them a sense of adventure.This also reflects a changing lifestyle for men who now find more time out of their busyschedule and the monotony of daily life to hang with friends or share important moments

with family and just enjoy life to the fullest.

Within each category some activities have been rated the most important. For women inhanging out with friends at a restaurant is the activity highly associated with vitalityfollowed closely by a casual get together with friends. For males the highest rated activityis a casual get together followed closely by hanging out with friends at a restaurant. In

personal achievement getting good grades is most important to women and being praisedthe least, although it is a significant percentage. Males mostly associate vitality with beingable to do something difficult.

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Recommendations:

The research finding that those who agree that Lipton represents vitality comprise of amajority of females is an opportunity to be tapped on by the Lipton brand team. There aresome attributes of the brand that women are more open to and that is something Lipton cantap onto so as to establish a connect with them. In a majority of households women areinfluencers, decision makers and buyers when it comes to household items such as tea.Thus the brand must continue to strengthen this tie through its product offering andcommunication.

The fact that men do not find that Lipton represents vitality should make the Brand Teamdo a further study concentrating on men to figure out what attributes do they look for in tea.As Liptons brand team has a set target market in mind that includes young minded people(both male and female), they cannot afford to have such a large chunk of the market notconsider the brand to be positioned near vitality. Through the study one of the things thatcould be found are product offers that interest men and a consumer promotion or anadvertisement along those lines could be developed.

On comparing Lipton with others brands in the market in terms of vitality, both female andmale respondents gave the highest preference to Nescafe with Nike and mountain dewsecond in line. Lipton was least preferred in this situation. The Brand Team shouldundertake a study that discovers what attributes the competitors have in the local marketthat gives these brands a higher rating than Lipton. It has to take the right cues from thelocal players and incorporate those tactfully in its image without altering its originality.

The agreement of Lipton and non-Lipton drinkers that Liptons advertising representsvitality is a golden opportunity for Lipton Brand Team to bank on. This means that evennon-users are ready to accept Liptons message of vitality. Now the trick is to understandand figure out what to show in the advertising that will change this attitude into convictionand eventually into brand loyalty. For this reason this research has brought forward thoseactivities that represent the most important expression of vitality; energy and happiness.These activities that lead to these are hanging out with friends and personal achievement.

Lipton advertising needs separate messages for men and women as their aspirations andideals are different, bringing about a cultural shift in the Pakistani society. Women specificmessages with personal achievement activities and messages such as getting good gradesshould be designed. As more women enter the professional market their passion for

achievement will increase. Men specific ads with activities showing hanging out withfriends at a restaurant amongst others should be explored. Important points to be kept inmind is that the communication should show that tea gives the end befit of providing focusand feeling fresh as proven through the findings. Without these end benefits the messagewill be incomplete and an emotional connect between the audience and the brand will not

be established.

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Bibliography

www.lipton.comwww.liptonforthefuture.com

Interview with Agha Azfar, GM JWT Karachi Interview with Ansareen Shaban, Account Manager, JWT Karachi
http://www.lipton.com/http://www.liptonforthefuture.com/http://www.lipton.com/http://www.liptonforthefuture.com/

MBR Lipton

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Transcript of MBR Lipton