Pepsi launches lipton 9 to tap the green tea market
PepsiCola (Thai) is trying to pene¬trate the green tea market again with yesterday's launch of "Lipton 9".
Lipton, famous worldwide for its black and red teas, had introduced a green tea drink four years ago to cre¬ate an image of Lipton as the expert in tea products.
This time, the strategy is to build an image for Lipton as the brand for health and wellness in order to tap the rising healthconscious trend among consumers.
Isaress Sundravorakul, marketing manager of Serm Suk , the distribu¬tor of PepsiCola, said the company had focused on offering tea products for wellness but never used it as a key selling point because all its existing products had their own specific health benefits.
Lipton 9 would be the first green tea product in the market offering a total herbal package, while other green teas focused on specific health properties, he said.
A Bt20 million marketing budget would build awareness of the new product with product trial road shows for 900,000 consumers, advertising through major media channels and photo contests on Lipton's website.
The company expects Lipton 9 to carve out 4 per cent of the green tea market this year while helping the whole noncarbonated beverage business to achieve at least 20percent growth and the company to enjoy a 30percent expansion.
Despite the harsh economic envi¬ronment, Lipton showed impressive results during the first half, up 30 per cent on year, Isaress said.
The whole tea market increased 10 per cent last year to Bt4 billion, with Lipton occupying a 20percent share.
Green tea remains the largest seg¬ment at 70 per cent, followed by black tea with 20 per cent, white tea with 8 per cent and red tea with 2 per cent.
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