The tea market in France is a gold mine. Today, two out of three French consume tea while twelve years ago, they were just two. At the same time, the turnover of the market has doubled from today to 500 million euros. But with more and more varieties of teas on the market and compete more fiercely than before, Lipton's hard to justify its higher price positioning. So, after playing the card of health for several years highlighting the antioxidant properties of the tea (which is no longer a differentiating factor today), Lipton decided to invest 5 million Euros in a new axis of differentiation qualify it part of its tea production by the Rainforest Alliance to make it fair. Lipton and therefore we take today party with his new slogan: "Your cup of tea can do much"
NDB: Lipton implies that perhaps we can also use a cup of tea to drink the soup - each interpreter as they wish .
In 2010, all bags Lipton sold in Western Europe have the label of the Rainforest and the rest of world sales should be certified by 2015. The Western Europe is indeed by far the most sensitive target for this type of problem, since 75% of world production of organic tea is destined for Europe and the United States. This case is interesting in my opinion because it clearly shows the reality of the impact of responsible purchasing behavior on brand positioning and in particular a mark of a large group Unilever ... Ah yes, allowing the latter to justify a high price positioning.
http://www.liptonforthefuture.com/
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