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The primary difficulties of branding often account for target customers. The task of attracting new clients is double demanding for famous companies since economists acknowledge that it is always challenging to surpass the initial success (Williams par. 1).
The Lipton Tea corporation that possesses high customer rates and is widely recognized by the world tea-lovers adopted a successful approach to renovated branding. Thus, the management of the company develops and improves its production, but keeps an orientation on the initial clients, which helps the company to maintain the standards of efficient marketing (Strebel and Ohlsson par. 2).
The Lipton Tea innovative brand is a line of ice tea drinks. The company targets two primary customer segments while developing production. However, the management team gives creative names to the client’s cohorts that underline their preferences. The first group is called Happy Yogis and the second team is referred to as Forrest Gumps. Thus, one can deduce that the first segment, which accounts for a primary market category, underlines the universal conception of the company.
Mainly, it refers to clients, which support healthy lifestyles. According to the medical advisories, cold tea beverages serve as a perfect substitution for carbonated drinks. Moreover, it is claimed that such products control the consumed calories and provide anti-oxidants for the organism (“Iced Tea and Its Many Benefits” par. 3). The second segment, which constitutes the secondary market sector, aims at reaching busy people, who need daily beverage supplies. The marketing strategy presupposes attracting Forrest Gumps by advertising Lipton glass bottles that are easy in use and can be carried by the customers.
The Lipton Tea company embraces a winning strategy of customer segmentation since it follows three dimensions of customers’ engagement: current value, future promises, and client loyalty (Hwang, Jung, and Suh 181). Therefore, it does not exclude its permanent client cohorts from the renovated segments but rather supports their demands. However, the company pays attention to the seasonal specification of product development by selling summer bottles, which maintains actual value. Moreover, it keeps a future perspective since, due to the scientific estimations, interactive technologies will enhance the level of health promotion throughout the world in the next ten years (Street, Gold, and Manning 3).
Customers profiling helps the management of the company to connect to its customers, which inflicts an elaborate understanding of the clients’ needs. Though approximately 28% of citizens remain inactive in the USA, there is a strong tendency to a healthy living revitalization (“President’s Council of Fitness, Sports & Nutrition” par. 1).
Therefore, the Lipton Tea corporation that launched the production of low-calorie beverages matched the preferences of a global society to the marketing peculiarities. Thus, the customers that fall into the primary segment are, primarily, young and motivated people, who care about their physical and mental well-being. Such clients are likely to engage in sports activities as well as pursue multiple traveling routes and keep a diet or even embrace vegetarianism.
The marketing category of Forrest Gumps has a diverse character and can include occasional clients, who do not buy the product temporarily. This sector is stipulated by the rashness of urban life. Thus, the grouping accounts for preoccupied individuals, who usually prefer passive rest and staying out of the marketing sector at the times of their occupational inactivity. Consequently, this cohort is characterized by its occasional nature.
Works Cited
Hwang, Hyunseok, Taesoo Jung, and Euiho Suh. “An LTV Model and Customer Segmentation Based on Customer Value: A Case Study on the Wireless Communication Industry.” Expert Systems with Applications 26.2 (2006): 181- 182. Print.
Iced Tea and Its Many Benefits 2015. Web.
Strebel, Paul and Anne-Valerie Ohlsson. The Art of Making Smart Big Moves. 2006. Web.
Street, Richard, William Gold, and Timothy Manning. Health Promotion and Interactive Technology: Theoretical Applications and Future Directions, London: Routledge, 2013. Print.
President’s Council of Fitness, Sports & Nutrition 2013. Web.
Williams, John. The Basics of Branding. 2014. Web.
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