Brand Strategy Book

Visual Strateg y Guide

LIPTON SPA BR AND STR ATEGY >>

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Lipton Spa

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Visual Strateg y Guide

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Lipton Spa

© 2018 by Yang Ni Book design by Yang Ni mellyangni@gmail.com

This book is non-commercial project for education purpose and is not intended to represent the Lipton brand.

All rights reserved. No part of this publication may be reproduced, photocopied, stored in a retrieval system or transmitted in any form or by any means—for example, electronic, photocopy, audio recording— without the prior written permission of Yang Ni. Printed in the U.S.A

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LIPTON SPA BR AND STR ATEGY >>

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CONTENTS

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Our History

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Audience Profiles

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Timeline

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Brand Grids

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Competitors

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Keywords

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The Brand Soul

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Repositioning Statement

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Mission Statement

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Lipton Spa

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OUR HISTORY DESCRIPTION Lipton is a British brand of tea, owned by the company Unilever.

It now offers an array of tea-based drinks, from leaf tea to tea bags, Lipton Ice Tea soft drinks, zero calorie infusions, organic black tea, healthy green tea and herbal tea.

What The Brand Does: A British brand of tea. Selling tea products.

Who They Do It For: People who like to drink tea.

Why They Do It For: Provide the best taste and the healthiest tea to tea lovers.

FUTURE POSSIBILITIES Lipton is helping make wellness more accessible for busy people with its new Lipton Wellness range. We not only focus on the best tasting tea but also provide organic and healthy herbal tea to help people supplement their varied balanced diet and unwind.

In the future, Lipton can extend ranges to help people eliminate stress from life through Lipton bar, Lipton fitness, Lipton movie theater, Lipton spa studio, and so on.

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Growing up in a tenement building in Glasgow, there was nothing to suggest that Sir Thomas Lipton would go on to revolutionize the future of tea. Yet before long, his publicity stunts and wacky marketing campaigns cemented his place in the history of tea.

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1871

1929

1982

In 1871 Thomas Lipton of Glasgow, Scotland used his small savings to open his own shop, and by the 1880s the business had grown to more than 200 shops.

In 1929 the Lipton grocery retail business was one of the companies that merged with Home and Colonial Stores, Maypole Dairy Company, Vyes & Boroughs, Templetons, Galbraiths & Pearks to form a food group with more than 3,000 stores.

Lipton’s became a supermarket chain focused on small towns, before Allied’s acquisition by Argyll Foods in 1982. The supermarket business was rebranded as Presto during the 1980s.

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1991

2003

2007

In 1991, Unilever created a first joint venture with PepsiCo, the Pepsi Lipton Partnership, for the marketing of ready to drink (bottled and canned) teas in North America.

This was followed in 2003 by a second joint venture, Pepsi-Lipton International (PLI), covering many non-United States markets.

In May 2007, Unilever became the first company to commit to sourcing all its tea in a sustainable manner.

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COMPETITORS To gain sustainable competitive advantage, we need to understand our competitors. These competitors are categorized into three categories: direct, ancillary, and future competitors.

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DIRECT COMPETITORS

Twinings is an English marketer of tea, based in Andover, Hampshire.

The brand is owned by Associated British Foods.

Lan-choo quality small leaf tea with its smooth mild blend has always been a name Australians can trust for a great cup of tea.

Teavana is an American tea company, which previously had locations throughout the United States, Canada, Mexico, Puerto Rico, and the Middle East.

Joko is one of the local jewels in the South African tea market with a rich history and heritage going back to 1904.

Lyons is a brand of tea belonging to Unilever that is sold in Ireland. It is one of the two dominant tea brands in the market within the Republic of Ireland, along with Barry’s Tea.

PG Tips has been the best known and most popular brand of tea in the UK for over 75 years and is stronger than African teas.

Red Rose Tea is a beverage company established by Theodore Harding Estabrooks in 1894 in Saint John, New Brunswick, Canada.

Since 1905 Choysa has been providing New Zealanders with a great tasting, full avoured tea. The tea in Choysa Tea Bags Round is made from a blend of the worlds fi nest small leaf teas.

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ANCILLARY COMPETITORS

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Treasure Green Tea Company is the first authentic Chinese tea shop in Vancouver. It also provides special event classes for tea enthusiasts.

Mingles Tea Bar is a place to come relax, read, work and mingle.

We invite you to come in and enjoy jazz music, listen to spoken word or come to an art show.

Vida pour Tea’s mission is to create a special experience by way of tea and wellness. They custom-craft a special tea for customers’ current mood or needs for the day.

A soothing space to unwind and relax, the Tea Bar in the Healing Arts Center & Spa offers a variety of healthy tonics and teas made with the fi nest ingredients.

The Japanese Tea Garden provides visitors from around the world with an opportunity to experience the natural beauty and harmony of a Japanese-style garden.

The Dilmah School of Tea is a tea program that seeks to inspire passion in tea through knowledge of the artisanal aspects of tea amongst consumers.

Infuse Tea Bar is the next incarnation of the Pleasures of Tea, they provide in-store tastings, workshops, and other events.

Their objective is not to just sell coff ee, but to use the “coff ee shop experience” to cultivate a community united by its love of coff ee, tea and live entertainment.

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FUTURE COMPETITORS

Well-Being Massage Studio located in heart of Columbia, Maryland is a place to rediscover your innate sense of Well Being.

Award-winning Mandara Spa at Atlantis brings together ancient Balinese healing touches, traditional European therapies and natural elements indigenous to The Bahamas.

J’L Relax Center offer several different massages including Signature Full Body Massage, Hot Stone, Aromatherapy and Sea Salt Foot Reflexology.

Natural Elements is your full service Spa & Salon with a dedication to providing aff ordable quality spa & beauty services.

Spa Radiance is San Francisco’s preeminent day spa destination, for results-oriented spa treatments.

Renew Massage Studio offers various styles of massage, Acupuncture sessions and Massage integrative sessions and Massage with Cupping.

Sage Approach – Highly Effective, Intuitive, Therapeutic, Educated Therapies to create a unique experience of healing, relaxation and rejuvenation for each client.

At Kabuki Springs & Spa in San Francisco, we offer a wide variety of spa services including massages, facials, and body treatments.

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NEW LIPTON

NEW BRAND SOUL

“Help people achieve relaxation and restoration.”

NEW BRAND MISSION STATEMENT The new Lipton will provide spa for stressed people. Our mission is to create a peaceful atmosphere to escape the daily pressures of life and recharge people’s energy and spirit through the healing benefits of massage and spa therapy.

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AUDIENCE

Our target audience will focus on consumers aged 20-55 who feels stressful and wants to relax.

For most busy people, incorporating relaxation into modern lifestyles is incredibly important to overall health. Getting a spa helps the mind and the body unwind from stressful, anxiety ridden days and can help people transition from their often tense professional worlds, back into the home where family and friends are waiting for them to be happy.

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“TRENDSETTER”

Emily Lee

Emily is a fashion designer and new in New York. She is passionate

29 Years Old

front of a computer all day and has no exercise. She feels stressed

about her job and has a very tight schedule. She usually sits in

Fashion Designer

about her current job and unfamiliar with this new situation.

Has 2 Roommates

She usually feels fatigued and a systemic ache after work and she

New York 5k-7k/month

doesn’t like to do exercise.

She is looking for an affordable place with spa and massage service that she can drop-in for some hours after work to unwind.

She likes to listen to light music and sleep on the weekend.

She hopes she can find some ways to increase inner peace and reduce stress.

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“ROAD WARRIOR�

Matthew Nelson

Matthew started working as an insurance evaluator six years ago.

38 Years Old

time away from his wife and home. His business requires him to

Insurance Evaluator Married San Francisco 9k-11k/month

He lives in San Jose with his wife and two dogs. He spends a lot of travel to different countries to do his work. When he returns, he enjoys going for a massage.

He likes to get a massage with his wife a few days before beginning his travels.

After sitting for extended periods of time by plane, he begins to feel his shoulders, neck, back, and legs tighten up.

He likes to go to a massage studio for muscular relaxation.

He likes to listen to music and do exercise when he feels stressed.

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“BUSY WIFE�

Christina Rowe

Christina is a marketing manager in a clothing company owned

52 Years Old

sleeps late. Her two daughters are 19 and 21 years old. They are

Marketing Manager Houston Has 2 Daughters 8k-10k/month

by her husband. She works 40-50 hours a week. She goes to studying in universities in different cities. She usually has dinner outside with her husband because they work late.

After work she wants to be quiet because she talks a lot when she is working.

She likes to go to the massage studio with her husband after dinner and have a quiet time.

She believes that massage can help her have a better sleep quality.

She likes soft music and incense to help her relax.

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OLD BR AND GRID

Lipton

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NEW BR AND GRID

Lipton

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KEYWORDS 01 NATURAL We provide natural-feeling environments, and fresh, organic products to relax our customers.

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KEYWORDS 02 TRANQUIL Lipton Spa provides a quiet space permeated by soothing music and smoothing scents. This space gives our customers a tranquil feeling and helps them calm the mind.

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KEYWORDS 03 BALANCE All of the intricate systems of our body work together to do one simple task: keep itself. We help our customers release stress, and help nudge the body back into a natural state equilibrium.

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REPOSITIONING STATEMENT Lipton believes in encouraging people to explore well-being in their every day lives. We used to offer only tea products, but we are now broadening our mission to help people achieve relaxation and restoration.

The new Lipton will create a peaceful space to provide effective massage and spa therapies that will lead people to discover relaxation, stress reduction and muscular health.

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LIPTON SPA BRAND STRATEGY >>

Fonts: Meta Serif, Book & Medium Verlag, Book & Bold Designer: Yang Ni Instructor: Jeremy Stout GR 604 The Nature of Identity 2018 Spring

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helpdestress.com

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