COMPETITIVE SITUATION
6.1 DIRECT COMPETITORS
6.1.1 LIPTON – LIPTON ICE TEA
Lipton was created at the end of the 19th century by a grocer, Sir Thomas Lipton, in Glasgow, Scotland. In 1893, he established the Thomas J Lipton Co., a tea packing company with its headquarters and factory in Hoboken, New Jersey. Lipton teas were an immediate success in the US. Thomas Lipton was knighted by Queen Victoria, who made him Sir Thomas Lipton in 1898 at the age of forty-eight. Available in over 110 countries, Lipton is particularly popular in Europe, North America and the Middle East, parts of Asia and Australasia (Australia and New Zealand).
MARKET SHARE : Large Scale.
STRENGTHS : Produced a good tea due to the sign of good taste through
freeze- drying process.
PRODUCT RANGE : Milk Tea,Black Tea,Ice tea,Ready to drink product – bottled
& canned.
UNIT : Soft pack, Box, Bottled, Canned.
POSITIONING : Lipton produced tea due to the the sign of good taste and
available in 110 countries.
ADVERTISING CAMPAIGN : Lipton Ice Tea Hugh Jackman.
Lipton “Pure Green” TVC.
6.1.2 NESTLE – NESTEA
Nestlé’s foundation was built in 1867 on humanitarian needs and social responsibility when Henri Nestlé, a trained pharmacist, developed a healthy and economical alternative source of infant nutrition to save the life of an infant who could not be breastfed.
Today, more than 140 years later, Nestlé continues with its founder’s legacy to improve lives.
MARKET SHARE : Large Scale.
STRENGTHS : Produced a healthy product to give a good life.
PRODUCT RANGE : Junior Foods, Milk, Breakfast Cereals,Hot Cereals,Creamers,
Beverages,Coffee,Culinary Products,Chilled Diary,Ice Cream,Confectionary & Chocolate.
UNIT : Soft pack, Box, Bottled, Canned.
POSITIONING : Nestle produced product for a good food to getting a good life.
ADVERTISING CAMPAIGN : Nestle – Nestea.
6.1.3 J-TEA
Today, for the very first time in Malaysia, AF Industries Sdn. Bhd. would like to introduce its premium ready-to-drink beverage that produced with love and support of the health that the best money can buy. Jtea is non-carbonated soft drink based on the aromatic naturals raw-material refreshing tea.
MARKET SHARE : Medium Scale.
STRENGTHS : Ice tea with a fresh peach juice ..
PRODUCT RANGE : J-Tea, Drops.
UNIT : Bottled.
POSITIONING : “Great Tea Starts Here”.
ADVERTISING CAMPAIGN : -
6.2 INDIRECT COMPETITORS
6.2.1 NESTLE – MILO SEJUK
Nestlé’s foundation was built in 1867 on humanitarian needs and social responsibility when Henri Nestlé, a trained pharmacist, developed a healthy and economical alternative source of infant nutrition to save the life of an infant who could not be breastfed.
Today, more than 140 years later, Nestlé continues with its founder’s legacy to improve lives.
MARKET SHARE : Large Scale.
STRENGTHS : Produced a healthy product to give a good life.
PRODUCT RANGE : Junior Foods, Milk, Breakfast Cereals,Hot Cereals,Creamers,
Beverages,Coffee,Culinary Products,Chilled Diary,Ice Cream,Confectionary & Chocolate.
UNIT : Box.
POSITIONING : Nestle produced product for a good food to getting a good life.
ADVERTISING CAMPAIGN : Nestle – Milo Sejuk.
6.2.1 NESCAFE
The world’s most trusted and enjoyed coffee - rich in natural goodness, flavour and convenience. One of the world’s most popular coffee brands. Available in many varieties to suit all tastes and occasions. From NESCAFÉ CLASSIC to our newer specialised products such as the BODY PARTNER range, formulated to include traditional herbs and preparations.
MARKET SHARE : Large Scale.
STRENGTHS : Produced a rich coffee tradition.
PRODUCT RANGE : Nescafe classic, Nescafe Gold, Nescafe 3 in 1, Nescafe Ipoh
white Coffee, Nescafe Breakfast, Nescafe Canned Coffee
Drinks.
UNIT : Soft pack,Bottled,Canned.
POSITIONING : Produced a product that comes from a good coffee
originated in Brazil starts from 1930s .
ADVERTISING CAMPAIGN : Nescafe Classic.
Nescafe Canned Coffee.
No comments:
Post a Comment