The case focuses on the turn-around of the Lipton tea brand. Historically, it was seen as a dusty, grocery brand. But through a clear, focused strategy called “Paint the World Yellow”, Lipton was turned into something fun and trendy. As such, the case runs like a journey. But success breeds other problems – how far can a brand stretch? How viable is the current business model? The case looks at the beverages and soft drinks industry. Consumers, customers and competitors are portrayed. The case ends with Lipton’s strategic options for the future.
Blueprint for a Lipton yellow world (A)
Summary
The case focuses on the turn-around of the Lipton tea brand. Historically, it was seen as a dusty, grocery brand. But through a clear, focused stra...
Reference
IMD-3-1370
Copyright
©2004
Copyright owner
IMD Copyright
Available Languages
English
Contact
Research Information & Knowledge Hub for additional information on IMD publications
Lipton invites Pepsi to tea (B)
Summary
The case announces the joint venture between Pepsi and Lipton for the global marketing and distribution of Ready-to-Drink Tea.
Reference
IMD-3-1371
Copyright
©2004
Copyright owner
IMD Copyright
Available Languages
English
Contact
Research Information & Knowledge Hub for additional information on IMD publications