Case Study

Blueprint for a Lipton yellow world (A)

28 pages
June 2004
Reference: IMD-3-1370

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.

Keywords
Tea, Health, Wellness, Consumer Goods
Settings
Global
1999-2004
Type
Field Research
Copyright
© 2004
Available Languages
English
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