1. Discuss Lipton's bases for segmenting Lipton's consumer markets.
2. Examine Lipton's target marketing strategy from the product offering seen above.
3. Explain and determine the factors that influence the characteristics of consumers who frequently drink tea.
4. Discuss the three product levels of Lipton's tea. Use a diagram to illustrate your answer.
5. (a) Assuming the market share of Lipton's tea has fallen dramatically. As the marketing manager of Lipton Tea in Malaysia, recommend ways you would promote the tea.
(b) Determine the factors that would determine the success of your integrated marketing communication project.