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
World/global
1999-2004
Type
Field Research
Copyright
© 2004
Available Languages
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

This case study is part of a series
  • Blueprint for a Lipton yellow world (A)
  • Lipton invites Pepsi to tea (B)
This case study is part of a series
  • Blueprint for a Lipton yellow world (A)
  • Lipton invites Pepsi to tea (B)
Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics
Blueprint for a Lipton yellow world (A)
By Thomas W. Malnight and Anne-Valérie Ohlsson
Case reference: IMD-3-1370 ©2004
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)
By Thomas W. Malnight and Anne-Valérie Ohlsson
Case reference: IMD-3-1371 ©2004
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