Marketing - Lipton Yellow Tea - Case Study Example

The Lipton company has chosen a consumer-based marketing strategy. Through this, they saw the need for dividing the market into segments according to the different geographic location, behaviour of customers and the demographic and Psychographic consumer trends (Kotler & Armstrong, 2011). The company has divided the market into different segments by geographic location where each segment is determined using the geographic location of the market. This is done by looking at the nation, region, parish, city, province, and neighbourhood where the segment is located.

The company has also divided the market by using demographic segmentation where it has determined the market groups using factors such as the age of the consumers, the gender, family life cycle and size, consumer’s income, and other factors that touch on the demographic details (Kotler & Armstrong, 2011). The company has thus employed the use of multiple segmentation bases where the market has been divided into segments using various segmentation factors; by this, the company has identified smaller and better target groups (Kotler & Armstrong, 2011).

Lipton yellow tea, as a company targets all individuals in working groups who have the ability and willingness to purchase their products. Working groups are potential consumers of Lipton Yellow tea. The company has also employed tactics that will help it in delivering and communicating the desired position to the targeted customers in the different segments.