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Lipton report .pdf



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E-Tea
group

1670025 – Baldrighi Brando
1681410 – Carnevali Sara
1680644 - Di Rienzo Giuseppe
1674308 - Gentile Azzurra
3012697 - Marzano Erica
1685619 - Pirovano Valentina
1685312 - Tadi Valentina

AGENDA
Desk Anaysis

Online Advertising

page 2

page 32

• 

What about the brand?

• 

“Be your TEA box” – Facebook Campaign

• 

Current and future trends of tea market

• 

“CoO Tea leaves” – Facebook Campaign

• 

Competitors analysis

• 

“Lipton@Feltrinelli tasting” – Facebook and

• 

Lipton new positioning

• 

Pricing

Qualitative & Quantitative Analysis

Instagram Campaign

page 9

• 

“Tag your tea” – Instagram Campaign

• 

“Lipton Vibes” – Spotify Campaign

• 

“Be your TEA box” and “Lipton@Feltrinelli tasting”
– Google AdWords

• 

In-depth interviews

• 

Focus group

• 

What about our objectives?

• 

Product barriers

• 

Customers journey into our world

• 

The survey

• 

More flavors and recyclable capsule

• 

Cluster analysis (description, product perception)

Marketing Ideas

Budget

page 42

page 23

• 

“Be your TEA box” initiative

• 

“Lipton@Feltrinelli tasting”

Conclusions

page 46

1  

What about the brand?
Current and future trends of tea market
Competitors analysis
Lipton new positioning
Pricing

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

What about the brand?
Brand Lipton was born more than 100 years ago, founded by Sir Thomas Lipton at the end of the 1800: he started
growing the tea at Ceylon, one of the most famous areas in the world for the high quality of its tea fields.
Today Lipton is a leader brand in the tea market and thanks to its long heritage and expertise is strongly
associated with the idea of very high quality tea, balanced by accessibility.
What about the values of the brand?
- 

Tradition must always be aligned with innovation. Customers really trust the brand and
appreciate it for its continue strive to innovation. For example tea capsule wants to be a
game changer in the tea market.

-

Sustainability: Lipton takes care of the environment, Rainforest Alliance, a NGO involved in
preserving biodiversity and sustainable life behaviours, certified each single Yellow tea bag.

- 

Customer education: staying properly hydrated during our busy days can be difficult, and Lipton knows it.
That’s why it is so important to insert tea in our daily routine. Substituting some of the suggested 10 glass of
water with other drinks, like tea, could made it more tasty.

3  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

Current and future trends of tea market
- Fruits and herbal tea: growing markets

In 2015 tea has grown by 3% in terms of current value and by 2% in terms of retail volume.
The positive trend derives from new consumer shopping habits: classic tea flavor is characterized by high costumer loyalty but an
increasing number of Italians want to try new flavors like fruit/herbal tea, since companies are enlarging their portfolio. To analyze the trend
in depth, fruit/herbal tea has increased by 4% in terms of retail volume and by 6% in terms of current value in 2015.
On the other side black tea is decreasing because customers are preferring these new flavors.
The increasing in tea consumption in Italy is led by middle class consumers aged 25 to 40 with an high level of education. The growth of the
industry is mainly due to the new interest for natural products and to a wellness trend (herbal tea products are also recommended by
nutritionists as a valid solution to improve hydration and as an alternative to more calorific and less natural beverages). Consumers are
becoming aware of tea benefits and they are looking for drinks that can help them to feel better and to reduce stress. As a consequence,
consumption occasions are also increasing.
Finally, innovation affect tea performance positively in Italy and the trend could grow even further in the near future: tea isn’t a mature
category yet and innovation along with a tailor-made approach to customization could give a boost to its performance.

4  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

Competitors analysis

- Lipton: the second player in the market

Value Share (2015)*

Company

17.6%

Loacker

9.2%

Unilever

7.1%

Pompadour

6,9%

Bonomelli

6,5%

Star

* Source: Passport

Brand

5  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

Competitors analysis
- getting more digital

Loacker performs well leading tea market with an 18% value share, followed by Star: these good results are mainly due to their large
product portfolios (which include several flavors and varieties) together with large investments in innovation and product development.
Pompadour Tea launched new tea capsules in 2015 for its Pompadour and Sir Winston Tea brands; the capsules are 100% compostable
and therefore they can easily be recycled. The company wants to provide good quality tea that is also sustainable in order to answer to
the increased sensitivity for sustainability issues. The packaging is completely recyclable and the click box is made of certified paper.
The capsules are compatible with Nespresso machines and the flavors are: wild berries infusion, relax and digestive herbal tea, earl grey
tea and lemon green tea.
In 2014 the brand L’Angelica has introduced herbal tea capsules named “Tisane in Capsule”. These products are compatible with
Lavazza and Nespresso machines and they are expected to be favored by people who already use capsules and who are also showing
an increasing interest in herbal tea.

Tea manufacturers are investing more money in digital communications as the internet is
becoming a very important channel to communicate with consumers.
6  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

Lipton new positioning
As for the positioning, Lipton and its main
competitors have been placed in a twodimensioned graph from the informants of the
the perceived level of coolness of the
product, and as dependent axis the price.

Price

two focus groups, having as independent axis

The most premium one is Twinings, for pricing,
colors and brand image. Lipton did not attack
directly Twinings acting on a wider range of
flavors of infusions or a decrease in price, but
with capsules compatible with Nespresso, a
brand with strong, unique and favorable

Coolness

associations.

7  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

Pricing

- Is the actual price of Lipton capsule right?

In order to set the right capsules’ price, we carried out a desk research,
analyzing several e-commerce that already sell Lipton capsules.
Then, we did the average price between those prices and we decided
to use 3.29€ to propose our product to consumers.
N.B. Amazon price changes everyday, so the average price calculated
on these pictures is not perfectly 3.29€.

8  

In-depth interviews
Focus group
Product barriers
Survey
Cluster analysis (description, product perception)

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

In-depth interviews

- How and why people drink tea
WTP€
(10 CAPSULE)

TOP OF MIND (TEA)

Lombardy

3,5

Twinings, Lipton

“Through the coffee machine I could save a lot of water”

27

Lombardy

4,0

Twinings

“I could buy a Nespresso machine in order to try them”

Paola

38

Apulia

1,4

Star, Lipton

“I don’t like tea capsule because I’m worried about the
ingredients.”

Erika

25

Lombardy

7,5

Twinings, Lipton

“Making coffee it’s a ritual for me; making tea is not!”

Deborah

48

Apulia

3

Star, Lipton

“I don’t like strange or too sweet flavors, like these ones”

Carlo

30

Lombardy

10

Twinings, Lipton,
Cha Gorreana

“I hate waiting too much time making tea.”

Roberta

48

Emilia
Romagna

6

Twinings, Lipton,
Everton

“I drink less coffee for health reasons, so I prefer to drink
more tea. “

INFORMANT

AGE

Chiara

58

Paolo

REGION

Projective techniques used:
•  TAT
•  Shopping list

INSIGHTS

Average age: 39 years
Average duration: 30 minutes

10  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

Focus group

- How and why people drink tea

Informants – focus group #1:
Ilaria – 22 years old, student, Campania
Luciano – 23 years old, student, Sicily
Miriam – 23 years old, student, Tuscany
Gloria – 23 years old, student, Lombardy
Antonio – 22 years old, student, Sicily
Gaetano – 23 years old, student, Calabria
Julie – 23 years old, student, Lazio
Informants – focus group #2:
Pasquale – 39 years old, accountant, Campania
Anna – 42 years old, mum, Lombardy
Federica – 37 years old, teacher, Lombardy

Location: large and comfortable apartment
belonging to a member of the research group.
Participants were provided with food and beverages in
order to create a more domestic and relaxing environment.
Duration: 1.5 hours for the first focus,
1 hour for the second one
Projective techniques: ZMET, Word Association
and Mapping

Melanie – 35 years old, business owner, Liguria
Francesco – 36 years old, journalist, Emilia Romagna

11  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

Focus group

- what did they say?

Insights – focus group #1:
•  Tea break is meanly consumed in the afternoon or in the evening as an excuse to eat cookies or any sort of sweets;
•  Willingness to leverage on infusion length in order to choose one favorite intensity of taste. Respondents also want to
make a lot of tea to fill their big mugs;
•  Despite informants have different opinions regarding the preparation of hot beverages, we can claim that all the fixed
steps required for the preparation and the waiting itself are considered rituals that really seemed to be loved, probably
for cultural reasons;
•  Even if the sample is made of young people, they all consider online shopping as an untrustworthy and dangerous
practice when it comes to food, because they want to see and touch products before buying them. The only exception
could be packaged products, where risks about quality are lower thanks to standardization.

12  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

Focus group

- what did they say?

Insights – focus group #2:
•  Some of the informants live alone and come back home late during the day, so they often end up
ordering ready-made meal online. They have never bought grocery online but they are willing to try it;
•  Coffee has a negative connotation: our sample does believe that they are tired and concerned of
drinking too much coffee during breaks (especially at work, in their offices). Moreover, coffee seems a
way just to get more stressed; a valid alternative, so, seems to be tea, which is lastly preferred by them;
•  Among the informants, a few mums express concerns about the time they spend with their kids: it is
too little and they would like to have a chance to find a way to get it longer; they are looking for a
solution to speed up the preparation process, so they will be able to sit down and enjoy it together;
•  Talking about Lipton brand association, in both focus groups emerged the same mental connections
(summed up in the word cloud)

13  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

Lipton capsules have to overcome some barriers…
Tea capsule consumption faces some barriers that needs to overcome, most of them linked to customer perception towards the product:
-  During our in depth interviews and focus group we found out that one of the main advantages of using capsules is to save time.
However Lipton capsules are not so functional: before putting them in the machine you need to remove the plastic protection
(thought to save perfume and flavor) but people are not used to do this while using coffee capsule.
You also need to rinse the machine before switching from tea to coffee and to fill a normal tea cup (200 ml) you need to do again the
process two times.
-  More health-worried customers: they are looking for drinks that help them relaxing and feeling good and full of energy.
Tea capsules are not perceived as natural as infusions tea and a few customers are also worried about the stimulant effects of
theine, on their health.
-  No availability of Nespresso machines outside home.
-  Distribution problem: actually these capsules are only available in hyper or other big retailers, except from online.
But many customers don’t trust food e-commerce.

14  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

The survey
We distributed a survey among 207 people in order to investigate how many of them drink hot tea and how they consume it. We
asked them to evaluate a list of items, which are considered crucial during the shopping process. Thanks to the information collected,
we divided our informants into several clusters, respecting the general rule of internal homogeneity and external heterogeneity.
After introducing them tea capsules, we investigated what they thought about this product and their willingness-to-pay for a box of
10 capsules. Then, we asked them if they will buy it for the price of 3.29€ fixed in the desk analysis part.
We have propose them several examples of advertising on social media, asking them which ones they considered more attractive. In
addition to that, we focused our attention on the analysis of the use of social media and e-commerce websites (measuring which social
network they normally use and how often they use them), with the purpose of identifying the best channels to reach them.
It’s important to notice that in our analyses we are not considering people who do not drink tea because they dislike it and they do not
have the intention to try it in the future.
Finally, looking closely to particular features of the clusters, we built our advertising strategies accordingly.

15  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

Cluster analysis
FACTOR
Product Image

Convenience

Product Quality

Flavors Variety

ELEMENTS
• 

Packaging

• 

Brand

• 

Online advertising

• 

Offline advertising

• 

Price

• 

Ease-to-find

• 

Multipack

• 

Quality

• 

Sustainability

• 

Tea leaves origin

• 

Flavors variety

In the survey we asked to evaluate 11 elements related to tea: packaging,
brand, offline and online advertising, price, ease to find, multipack,
quality, sustainability, tea leaves origin and flavors variety.
We summed up these 11 elements in 4 factor using the factor analysis.
Then, we used the factors to split our informants into 4 clusters:

CLUSTERS

NUMBER OF MEMBERS

Marketing-addicted

87

Experts

59

Basics and Lazy

46

Disinterested

15

16  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

Cluster analysis
Marketing-Addicted à “Product Image”

• 

Experts à “Product Quality” and “Flavor variety”

• 

Basics and Lazy à “Convenience”

• 

Disinterested à is made up only by 15 people.

Components
PRODUCT
CONVENIENCE
IMAGE

Quality

gave scores and answers flattened on the average.
In addiction, more than 50% of this cluster have

FLAVOR
VARIETY

-0,182

0,802

0,04

0,05

0,241

0,761

0,138

Sustainability

0,321

0,446

0,541

-0,049

Price

0,162

0,654

0,095

0,219

Easy-to-find

0,155

0,487

0,156

0,58

Multipack

0,282

0,762

-0,024

0

Packaging

0,676

-0,071

-0,049

0,475

Brand

0,614

0,285

0,043

0,258

Online Advertising

0,819

0,296

0,098

0,03

Offline Advertising

0,827

0,235

0,145

-0,071

Flavors variety

0,071

0,068

0,069

0,822

never bought online.
   
Product  Image  

consider them in our further analysis.

PRODUCT
QUALITY

0,015

Tea leaves origins

They are neutral about the topic and they always

For these reasons, we decided not to

CONCLUSIONS

Rotated matrix of the component

Most important factors for each cluster:
• 

BUDGET

MARKETING        
ADDICTED  
1  

3  

BASICS    
AND  LAZY  
4  

EXPERTS  

DISINTERESTED  
2  

Convenience  

2  

4  

1  

3  

Product  Quality  

2  

1  

4  

3  

Flavor  Variety  

3  

1  

2  

4  

1: strongest relationship; 4: opposed relationship

17  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

What clusters have in common
In every cluster is respected the 2:1 female/male proportion that we have found in the sample.
Generally speaking:
• 

People prefer drinking tea alone rather than with others and they usually do something else in the meanwhile.

• 

The majority of them, after seeing an online advertising, prefer purchasing in a physical store.

• 

Principally they drink tea because it warms them up and it is relaxing. Moreover, they consume it mostly during afternoon breaks.

• 

In opposition to what discovered in the in-depth interviews, people don’t give a lot of importance to the time spent for preparing
tea; so, we understood that tea preparation is not considered as a ritual. This lead us to believe that the speed of tea capsule
making could be an advantage on which to rely on.

• 

As hobbies, the sample likes hanging out with friends or partners and spending time with their family.

• 

The frequency of tea consumption is not significant for the cluster analysis.

• 

The majority of the sample does not buy grocery online (75%), while 7.2% regularly buys food online.

• 

The distinction between who owns a Nespresso machine and who does not, is not depending on cluster membership.
Consequently our strategies will not leave any cluster out but the disinterested, getting important insights from all of them,
because we know members of each cluster are suited to buy Lipton capsules.

18  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

1. “Marketing-Addicted”
Mostly, people belonging to this cluster is over 35 years old, married or
engaged and has kids. In the purchasing process they pay a lot of attention to the
packaging and to the brand, hence the name of the cluster.
Moreover, advertising – both online and offline – has a crucial role in order to
influence their shopping. Probably, the majority of the online advertising they
are exposed to derives from Facebook, which is the most used social network
by members of this cluster. Survey results show that it’s highly probable that they
will buy groceries after having seen a social network advertising about products.
Generally all the informants are used to drink hot tea while doing something else;
this cluster, in particular, usually drink tea while reading a book.
Speaking about the product, their WTP for a box of ten tea capsules is at the highest level, accounting for 3.22€, since they have a very
high purchasing power.
They are pro active in the online shopping and at a price of 3.29€ more than 50% of the sample would buy tea capsule.

19  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

2. “Experts”
Members of this cluster are mainly singles without children, aged under 45 years old.
In the purchasing process they pay a lot of attention to the quality of the products
(e.g. the origin of tea leaves and the sustainability of the product and of the company itself).
Besides, they demand for a lot of flavor variety from which to choose.
Also in this case, the most used social network is Facebook. Furthermore, customers
belonging to this cluster typically drinks tea while listening to music.
They have an high WTP (3.06€) referring to a box of ten tea capsule, but they are
not used to buy online. Survey results show that the price of 3.29€ is a good amount
for them, even if the probability of purchase would be lower than the first cluster.

20  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

3. “Basic and Lazy”

More than half of this cluster is composed by people aged under 35
years and there’s a balance between married and single people.
Differently from members of the other clusters, they use Instagram
with a really high frequency compared to the other social media.
Moreover, survey results show that they like cooking.
Their willingness to buy online is at the lowest rate, among all
the other clusters. They can also be called “Maybe People”
since they never give a clear answer. To confirm this, at a price
of 3.29€ they do not say if they would buy the product or not.

21  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

How is the product perceived?
In our quantitative analysis we showed our respondents how Lipton
tea capsules pack currently look like and we asked them what was
their opinion about it. The majority of almost each cluster agreed in

MARKETING
ADDICTED

EXPERTS

BASICS
AND LAZY

saying that the packaging looked young and innovative if compared

Tradizionale

3

6

3

with traditional tea. However the second cluster (the “Experts”) had a

Giovanile

11

16

18

significantly different opinion: the most common comment was that

Innovativa

42

6

17

the packaging gave the product an artificial look, meaning that it did

Costosa

30

3

7

not seem healthy.

Economica

2

2

4

Confusionaria

8

20

3

Artificiale
(poco sano)

6

18

1

Naturale

5

0

1

Taking these information into account for our following ideas, we do
not just plan to stress positive connections the product already raises
but above all we would like to improve what the Experts think of it by
highlighting its link with nature and all its healthy properties.

22  

“Be your TEA box” – Facebook Campaign
“Be your TEA box”
“Lipton@Feltrinelli tasting”

“CoO Tea leaves” – Facebook Campaign
“Lipton@Feltrinelli tasting”
– Facebook and Instagram Campaign
“Tag your tea” – Instagram Campaign
“Lipton Vibes” – Spotify Campaign
“Be your TEA box” and “Lipton@Feltrinelli tasting”
– Google AdWords
What about our objectives?
Customers journey into our world
More flavors and recyclable capsule

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

So… what?
We came up with two main projects in order to exploit the most impactful insights coming from our qualitative and quantitative
analysis:
•  Be Your Tea Box – a practical solution for families that need several flavors to meet preferences of parents and children
•  Tea tasting inside book shops – giving people the opportunity to taste tea capsules while reading, which is one of the most
associated activities with tea consumption
These ideas have to be supported by an appropriate degree of digital communication that we want to achieve through:
•  Facebook and Instagram storytelling – social media are powerful means to communicate to our clusters
•  Advertising on Spotify – listening to music is often a situation in which our customers like to drink tea
•  AdWords – to advertise our initiatives outside social media
Even if each idea is born from insights coming from different clusters we don’t want to create separate paths which Lipton can choose
from, but rather we would like to put them together homogeneously in order to present each customer the entire process of
communication we are suggesting, so that he will be able to identify himself in the strategy he like the most.

24  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

“Be your TEA box”
A lot of our respondents, especially among «Marketing-addicted» members, use to drink tea at home with their
partner and their children, and each family member has different flavor preferences. In order to answer their
differences we have found a solution that prevents them to look for a compromise which would convert into lower sales
(buying just a capsule box for the entire family) and also into a lower overall satisfaction (because not everyone gets
what he prefers): the opportunity to compose and buy a customized selection of capsules, where people get to
choose both which capsules they want and how many of them.
This campaign will hopefully let us accomplish two important goals: in terms of economic performance we want to raise
online sales; in terms of brand we want to engage our customers by involving them in composing their own pack and
labelling it.
In order to give them this opportunity we first need to build a dedicated ecommerce where people can choose among
all different capsules, compose their favorite selection and buy them. Since building a brand new ecommerce takes a
considerable amount of money but it could also represent a valid asset for all Lipton products, we don’t feel like
assigning the entirety of its costs to our marketing campaign, but rather just a part of them.

25  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

“Be your TEA box”
As for the idea we are proposing, we want to make it more appealing by offering exclusive and
collectable boxes to contain capsules ordered. Customers will have the opportunity to customize
each pack by splitting capsules into compartments and labelling each compartment with the name
of the family member they address.
We would also like to include colorful tea mugs (compatible with Nespresso machines) as a gift to
all orders over 10€ for a limited promotional period of two months. In fact mugs are powerful items
because tea drinkers identify themselves in them (this insight emerged from our focus groups);
consequently they want them to be aesthetically pleasing. In addition to that, tea mugs that people
already own are usually too big to fit Nespresso machines. As a result of these considerations we
want to provide all new customers with suitable mugs which they will also find attractive.
In order to make people aware of the opportunity they can exclusively access online the best channel of communication is social media.
Among those, Facebook is the best suited both because is the most used social network by the cluster this proposal is originated from and
because it let us not only promote the ecommerce but also guide customers through the entire customization process.

26  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

“Be your TEA box” - pricing
Regarding the “Be your TEA box” initiative we decided to offer three different format of boxes, in order to differentiate our
product and reach a wide variety of needs of our segments.
The formats are:

Capsule
unit

Unit Boxes
Cost

Unit Capsule cost
(Included margin)

Total
Price

Format 15 cap.

15

0,03 €/u

0,33 €/u

5,40 €

 

• 

15 capsule;

• 

30 capsule;

Format 30 cap.

30

0,02 €/u

0,23 €/u

7,50 €

• 

60 capsule.

Format 60 cap.

60

0,01€/u

0,16 €/u

10,20 €

As we can see from the table above, we calculated the prices for each format by taking into consideration the unit box cost
and the unit capsule cost (including the margin).
Since we want to shape the prices we considered:
• 

A 30% depreciation of capsule unit cost (value-based comparison with Twinings tea-bag);

• 

A decreasing unit box cost (economy of scale).

We used as benchmarch of box the one sold in this website: https://www.ratioform.it/Scatole-Cartone-Casse
We used as benchmarch of adhesive label the one sold in this website: http://www.centromedia.com/it/products/printing/etichette_adesivi.html

27  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

“Be your TEA box” – Customization process
On the right there is a concept of the
website page in which you could
customize your own box.
You could choose:
•  Format size (15; 30; 60);
•  Main color of the box;
•  Design (pattern, images, …);
•  Flavors variety and amount;
•  Adhesive label of customers’ names
(shipped together with the box and
attached by customers themselves).

28  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

“Lipton@Feltrinelli tasting”
«Marketing-Addicted» members got our attention for one more reason: they really like reading. Since from our qualitative
analysis we also know that reading gets along really well with tea consumption we want to give them the opportunity to
drink a cup of tea while choosing a book. ,
Most of the biggest book shops are in fact comfortable places where people like spending their time wandering among
shelves or even reading the beginning of books before buying them. So why do not take advantage of all the time they
spend inside the shops by offering them a taste of our product, which hopefully they will later associate again to the
moment of reading (and then choose to buy it for that occasion).
Since tea capsules might also need a small know-how which most of the people do not already has, we could also use the
tasting experience inside book shops as a didactic moment when Lipton people will briefly educate customers in using the
product.
This touchpoint will allow us to strategically pursue different goals: increase Lipton brand awareness; inform people about
the new product; raise online sales (because, as we will soon explain, customers will be also provided with discount
coupons).

29  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

“Lipton@Feltrinelli tasting”
As an example of book shops to include in this project we would like to suggest big stores strategically
located in several Italian cities: tasting events will be organized in Feltrinelli libraries of the main Italian cities.
1.  Milano, piazza Gae Aulenti
2.  Torino, Piazza Castello
3.  Bologna, Piazza Ravegnana 1
4.  Genova, Via Ceccardi
5.  Parma, Via Farini 17
6.  Verona, Via Quattro Spade, 2
7.  Modena, Via Cesare Battisti 17
8.  Firenze, Piazza della Repubblica
9.  Brescia, C.so Zanardelli 3

 

We choose those cities, located in the North of Italy, in order to reach our target.
Our idea is to schedule these events in three different rounds, in order to exploit during the following
weekends the visibility gained during the first one.

30  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

“Lipton@Feltrinelli tasting”
During these events, people could deeply
appreciate the functionality of capsules by tasting
tea in a cozy and warm atmosphere. To allow
these tastings, temporary corners would be
installed in each shop. Here there will be a
monitor that explains the different steps to
prepare a tea in capsule (e.g. removing the plastic
protection) and discount coupons (20%) will be
distributed, to encourage online purchases. There
will also be a prototype of the customized box in
order to show it to customers.

31  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

Digital advertising
Social media will be the main channel used in our online advertising strategy. We decided to focus on media that are most used
according to our analysis, which are Facebook, Instagram and Spotify.
While each of them will be useful to increase brand awareness and to advertise the launch of tea capsules, the one that will be used to
communicate our ideas has been determined by the preferences of the cluster whose specific idea mostly wants to address, so that
people will self-identify in the initiative they are more attracted by. Doing so, we want to state clearly that we are not just targeting a
specific cluster, but what we are really trying to achieve is to provide different solutions, each related to different needs.
Facebook appears to be the most suitable social media to inform customers about the pack customization opportunity and to guide
them through the process. Tea tasting events will be promoted both on Facebook and on Instagram, taking advantage of «Facebook
Live» and «Instagram Stories» features. Instagram will be also used to engage people by encouraging them in sharing their tea moment.
Spotify, as well as the other two media, will be mainly employed to build new associations and raise awareness towards Lipton brand.
Finally, in order to address those customers who are not experts in using social media (so that we are not leaving out any digital user), we
decided to invest the residual part of our budget into a more traditional form of digital advertising, that is Google AdWords, promoting
both «Be your TEA box» and «Lipton@Feltrinelli tasting» campaigns.

32  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

“Be your TEA box” – Facebook Campaign
Facebook represents the most suited channel to advertise “Be your TEA box”,
because it’s the most used social network overall and in particular it’s the most
successful one among “Marketing-addicted”, which the campaign comes from.
They are also the cluster with the highest results in terms of willingness to buy tea
capsules at the price we recommend. This could let the campaign be impactful from
the very beginning.
Surely
yes

Probably
yes

Maybe

Probably
not

Surely
not

Marketing-addicted

31%

32%

14%

12,6%

10,4%

Experts

7%

39%

25%

17%

12%

Basics and lazy

2%

35%

30%

26%

7%

Clusters

Componi  la  tua  Tea  Box  
www.lipton.it  
In  5  semplici  mosse  la  tua  scatola  personalizzata  
dire>amente  a  casa  tua  

Lipton official page will not only promote “Be your TEA box” in great detail, focusing
on the customization feature and the gift we will give for a limited period of time, but it
will also explain and it will guide fans through the entire customization process.

33  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

“CoO Tea leaves” – Facebook Campaign
We will also use Facebook to answer another insight, this time coming
from “Experts”: this cluster is concerned about tea leaves origin, quality

28 novembre 2016

and sustainability of the product in general. They also consider the product
composed of artificial and unhealthy ingredients.
Starting from their issue, we thought that nowadays environmental
sensibility is a common theme among customers. So we will build a
communication campaign aimed to explain the genuineness of the
ingredients that we think could affect other fans too.
Next to communication strategies, we want to suggest a new R&D project
of an eco-sustainable capsule in order to reinforce the perception of Lipton
sensitivity to sustainability.

34  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

“Lipton@Feltrinelli tasting” – Facebook and Instagram Campaign
We want to implement a social campaign for this event with two different goals
and some tools: we will start a live on Facebook and an Instagram story in
order to create curiosity in our customers. We also will share several posts
before the events both on Facebook, because is the most used media, and on
Instagram because is more appreciated by the clusters that are more interested
in books.

@
Lipton  Italia  

Da  Venerdì  13  Gennaio  a  Domenica  15  Gennaio  
Dalle  10:00  alle  19:00  

Vieni   a   trovarci   presso   le   principali  
Librerie   Feltrinelli,   sarà   possibile   testare  
gratuitamente  il  prodo>o  e  scoprire  una  
serie  di  promozioni  esclusive.      

RED  (Feltrinelli)  
Piazza  Gae  AulenQ  1,  20124  Milano    

35  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

“Tag your tea” – Instagram Campaign
Instagram campaign was inspired by “Basics and Lazy” needs, because it is the cluster that
prefers this social media more often than any other. It was particularly useful to know that
they like cooking and posting photos of their recipes and dishes on social networks.
So, in order to address Lipton communication through the right direction, we suggest to
use Lipton Instagram account in two ways:
1. 

Instagram stories: they should be used to show different consumption situations in
which people could drink tea (for example team-work studying in a library,
colleagues at work, people watching TV after dinner, …).

2. 

Instagram posts: photos/video of tea breaks with simple recipes of biscuits or cakes
easy to make (for example Christmas cookies, cupcakes or cheesecake recipes).
Under each post there will be a “Shop now” button which will redirect to Lipton
website. The landing page will be an e-commerce section where customers could
buy tea capsules (and eventually customize them).

Περ τενερϖι χαλδι ιν θυεστο φρεδδο ινϖερνο, ϖι συγγεριαµο ιλ τ⎝ αι
φρυττι ροσσι χον µορβιδι αµαρεττι αλ χιοχχολατο. Χιµεντατεϖι ανχηε
ϖοι νελλα πρεπαραζιονε!
Ινγρεδιεντι:
200 γ δι φαρινα 00
100 γ δι ζυχχηερο σεµολατο
200 γ δι χιοχχολατο φονδεντε σχιολτο α βαγνοµαρια
60 γ δι µαργαρινα ϖεγεταλε
2 υοϖα µεδιε

36  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

“Lipton Vibes” – Spotify Campaign
In order to elaborate our Spotify campaign we took into consideration an
insight coming from the “Experts”, which is the cluster that is more likely to
use the music streaming service being the one that more than any other
loves to drink tea while listening to music. Moreover, members of this

Lipton  Vibes  
Lipton  Italia  

cluster pay specific attention to the origin of the leaves and to the quality
of the product, and they are worried about the image they have of the tea
capsule that seems to be too artificial.
We decided to build a behavioral advertising campaign and to be present it
on Spotify in two different ways:
• 

With a 15 seconds advertising broadcasted while the user is listening
to music. The content of the spot should be linked to the origin of the
ingredients, stressed by the musical score of the ad that aims to create
an association with the genuine provenience of the leaves

• 

With a Lipton playlist, that includes songs associated to the moment of tea break.

37  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

“Be your TEA box” and “Lipton@Feltrinelli tasting” – Google AdWords
Even if our main focus of communication is focused on social media, we also want to address those few customers that do not use social
media or that are not willing to trust them in starting their shop experience. Consequently the residual part of our advertising budget will be
allocated on a more traditional form of digital advertising, that is display and search advertising such as Google AdWords.
Both “Be our TEA box” and “Lipton@Feltrinelli tasting” will be advertised using the following AdWords campaigns, which will initially run for
one month period with a daily budget of 70€ (for a total amount of 2.100€):
Be your TEA box:
• 

Cost per click max: 0,70€

• 

Keywords: te verde, te online, preparazione tè, tazza tè, te lipton,
tè e tisane, vendita te online, tè online, tè capsule, confezione tè,
tè shop online, tè shop, te capsule, tè box

Lipton@Feltrinelli tasting:
• 

Cost per click max: 0,70€

• 

Keywords: degustazioni, feltrinelli, librerie feltrinelli, te online,
preparazione tè, te lipton, eventi feltrinelli, tè online, tè capsule,
te capsule, eventi tè

38  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

What about our objectives?
For each initiative, objectives and KPIs have been analyzed. The goal is to act mainly on branding and performance as
objectives; KPIs, which have to be SMART, have been depicted just as examples, since more could be developed.
COMMUNICATION
STRATEGIES

OBJECTIVES

KPIs (examples)

“Be your TEA box”

- 
- 

BRANDING: Engagement
PERFORMANCE: Online Sales

​#  capsules  sold  after  the  campaign/#  
capsules  sold  before  the  campaign 

“Lipton@Feltrinelli
tasting”

- 
- 

BRANDING : Build Awareness; Product launch
PERFORMANCE: Online Sales

(# social posts mentioning Lipton after Feltrinelli
tasting - # social posts mentioning Lipton before
Feltrinelli tasting)

“Lipton Vibes”

- 

BRANDING: Building Awareness; Product launch

(# visits on the website after Spotify campaign - #
visits on the website before Spotify campaign)

“CoO Tea leaves”

- 

BRANDING: Building Awareness and Trust

(# impressions and consequent click on the
Facebook campaign - # impressions)

- 

BRANDING: Engagement; Influence;
Consideration; Building Awareness
(working on its depth)
PERFORMANCE: Online Sales

(# of hashtags related to Lipton used when
posting a food-related content after the
campaign – before the campaign)

“Tag your Tea”
- 

39  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

Customers journey into our world

AWARENESS
(see)
CONSIDERATION
(think)
ACTION
(do)

1.  “Lipton@Feltrinelli tasting”
2.  “Tag your tea” adv
3.  “Be your TEA box” adv
4.  “Lipton Vibes”
5.  “CoO Tea leaves”
“Tag your tea”
à engagement
à topic association

1)  “Be your TEA box” à personalization
2)  “Tag your tea” à re-posting

40  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

P.S. Do not forget to add more flavors and get capsule recyclable!
In order to be more complete as possible in the explanation of our strategies, we would like to suggest two different ideas which
has not been developed due to a lack of information and a specific order of importance: respectively adding more flavors and
implement an eco-sustainable strategy related to the capsule.
Indeed, in our quantitative analysis people told us that they expect tea capsules to be available in a greater flavor selection
than traditional tea. The reason is probably attributed to coffee capsules example, which are usually offered in tons of flavors. In
order to match people expectations giving them the opportunity to choose among a greater selection and eventually to find in
capsules what traditional tea is missing, we think Lipton should expand capsule selection. Among our respondents, green tea is
one of the most popular variety because of healthy reasons so we definitely suggest to include it. Since the lack of information
does not allow us to be more specific, we recommend to run a detailed analysis among a greater sample of customers in order to
better understand people preferences.
Regarding an eco-sustainable capsule, we have decided to postponed this idea for a long term period focusing our investments
for short term strategies. Indeed, even if the average eco-sustainable capsule importance performs pretty well in our survey, we
believe that this R&D project will take few years to be implemented and will need a remarkable amount of investments.

41  

How expensive are our strategies?

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

But… are our strategies expensive?
In order to estimate the costs of our strategies, we started from understanding the costs of the “physical” event
“Lipton@Feltrinelli”. Then we allocated a 3.000 € of budget to Google Adwords campaign and we split up the remain of
the money between Facebook, Instagram and Spotify advertising.
We justify our choice to invest about 50% of our available budget in a “physical” event through several reasons:
§ 

The product is almost unknown by customers, so they need to get in touch with it and they need to be educated about
the process of tea capsule preparation (e.g. cleaning the filter of the machine or remove the label from the capsule);

§ 

At the same time, to build awareness and incentivize online purchases a distribution of discounts is needed;

§ 

Show customers how they can personalize the box on the website and all the steps of the online purchase process.

The budget related to Facebook, Instagram and Spotify has been allocated following the number of online campaigns for
each social network and music streaming service.

43  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

But… are our strategies expensive?
2 hostess
x 2 days
x 9 venues
= 2880€

Lipton@Feltrinelli tasting
Cost  items  

Unit  cost    

Total  cost  

Hostess

80 €

2.880 €

Cardboard cutout

115 €

690 €

Flyers

0.003 €

45 €

Posters

2.80 €

1.400 €

Corner rent

400 €

7.200 €

Total

12.215 €

6 cardboards
(2 for each shop, re-used in
next weekend in different cities)

15.000 flyers;
500 posters +
billposting fee
(www.onlineprinters.it)
9 corners for 2 days in Feltrinelli stores
(calculated using the rent costs for
private location on the website http://
www.spaziopromozionale.it/)

44  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

But… are our strategies expensive?
On Facebook we intend to promote 3
of our campaigns (Be your TEA box,
Lipton@Feltrinelli and CoO tea leaves)

Online advertising
Cost items

Total cost

Facebook

6.100 €

Instagram

4.085 €

Spotify

3.000 €

Google Adwords

2.100 €

Total

15.285 €

On Instagram we intend to
promote 2 of our campaigns
(Tag your tea, Lipton@Feltrinelli)

On Spotify we intend to promote
one of our campaigns (Lipton Vibes)

On Google Adword we intent to
promote 2 of our campaign
(Be your TEA box and
Lipton@Feltrinelli)

45  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

But… are our strategies expensive?
E-commerce
Cost items

Total cost

New Design

1.000 €

Gadget (mugs)

1.500 €

Total

2.500 €

Mistery shopper: we contacted
www.ndesign.it pretending to be
interested in purchase, and we
computed an average price of 5.000€.
We decided to attribute a fraction of
its costs to marketing budget

We estimated a cost of 0,50€/1€ per
single custom-made mug and then we
assigned a fixed budget in order to
realize the first 1500/3000 pieces

Expected budget :12.215 € + 15.285 € + 2.500 €= 30.000 €
46  

DESK
ANALYSIS

QUALITATIVE
ANALYSIS

QUANTITATIVE
ANALYSIS

MARKETING
IDEAS

ONLINE
ADVERTISING

BUDGET

CONCLUSIONS

Conclusions
Likely the general trend for tea market is growing at a good rate and people do really enjoy it over coffee, having been switching their
habits lately.
Starting from the insights we collected both from qualitative and quantitative analysis, we tried to develop several strategies that
were complementary and not mutually exclusive, in order to not leave any need unanswered but also to be able to engage those
customers the insights weren’t originated from. Thanks to this approach we think that eventually customers will self identify the ideas
they feel closer to, being tailored to their interests and habits, and they will also have the chance to get in touch with a number of
other Lipton campaigns.
Besides, every offline activity is conceived with the intention of building a specific digital facet of it in order to encourage an online
action from customers: our target is active online and we exploited this attitude, considering the synergy offline-online as an
opportunity to provide customers with as many touch points as possible.
In conclusion we think that tea capsules, giving their disruptive nature, are really challenging to be established inside tea market, but
despite every obstacles they might face we also think that focusing our effort on the online strategies which are in line with our target,
will allow us to overcome barriers that initially people have with innovation.

47  


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