Lipton Clear Green : way forward / Maha Mourad, Mai Alqersh.

Format:

Book

Author/Creator:

Mourad, Maha, author.

Alqersh, Mai, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Target marketing--Egypt--Case studies.

Target marketing.

Beverage industry--Egypt--Case studies.

Beverage industry.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : El Khazindar Business Research and Case Center, The American University in Cairo School of Business, 2022.

Summary:

Lipton Clear Green is a vitalizing, refreshing beverage that gained access to the Egyptian market in 2006. It is the best-selling green tea brand in Egypt. However, the latest Lipton Clear Green Consumer (LCG) Report recommended that LCG needed to refine its target market and positioning. Further, Lipton's executive group was dissatisfied with LCG's current market share (60%). With this in mind, Jane Lawrie, Lipton's newly appointed brand manager who is responsible for LCG, decided to gather her team for a lengthy meeting to set next year's marketing communication plan that would solve the above-mentioned problems. Such plan needed to be broken down into a specific marketing activation platform and communication tools to support the achievement of the marketing objectives. The case presents an overview on the green tea industry in Egypt and the major players in this industry. The information available in the case helps students set an Integrated Marketing Communication plan. Also they can use the information to create a marketing program and a comprehensive marketing plan for Lipton Clear Green brand.

Notes:

Originally Published InMourad, M. & Alqersh, M. (2022). Lipton Clear Green: Way Forward. Cairo, Egypt: The American University in Cairo, School of Business.

Description based on XML content.

ISBN:

1-5296-0565-2

9781529605655

OCLC:

1312014637