Agricultural Industry-Lipton Tea

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Recommended: Corporate social responsibility of unilever

2.3 Best and Worst Practices
The UK Market and the French Market
One of the largest and biggest market for Unilever dominated by their brand PG Tips comprised a market worth of £850 million. Unilver’s research outcome suggested that the average profile of a consumer in this market is well aware of the issues surrounding sustainability and has moderate knowledge of what it means to be sustainable while doing your business, but are unwilling to pay a bigger price for sustainable products. Since the main aim for their sustainable products was to deliver a product that is sustainable but will not have a change in price on the shelves helped the marketing strategy developers in Unilever to focus on telling the story of the Rainforest Alliance certified products and what it means to be a part of it as a consumer.
In 2008 PG tips were the only brand in UK suggesting sustainability in the work they are doing. The launching of their campaign comprised of treating their name as innovation while creating a positive link towards the brand and an ethical decision for the costumers purchasing this brand, a sense that the consumers did something better today by buying Unilever products instead of their competitors. Through emphasizing how easy it is to be a ‘better person today’ and how the consumers can make a positive difference in the world just by buying their products the effectiveness of the campaign showed an increase in sales and the perception of Unilever’s brands as Ethical in consumers’ minds.
This was not the case with the French market feedback while applying the same strategy and even encouraging sales with winning trips to Kenya to increase their image and make people concerned and engaged in environmental issues. Their appro...

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...www.ft.com/cms/s/0/9d8e4ade-0a45-11e1-85ca-00144feabdc0.html#axzz2xBkRQjKz http://www.liptontea.com/article/detail/157723/lipton-and-sustainability http://www.prnewswire.com/news-releases/liptonr-tea-continues-major-expansion-of-sustainability-initiative-62159847.html http://www.unileverfoodsolutions.us/products-brands/professional-products/tea/rainforest-alliance http://knowledge.wharton.upenn.edu/article/water-scarcity-a-daunting-challenge-with-a-hopeful-future/ http://www.fao.org/docrep/w5830e/w5830e0m.htm#emerging%20challenges%20for%20sustainable%20agriculture http://www.rainforest-alliance.org http://www.slideshare.net/kiranshaukat2/lipton-complete http://blog.psiimpact.com/2013/12/unilevers-project-sunlight-solid-approach-corporate-social-responsibility/
http://blog.psiimpact.com/2013/12/unilevers-project-sunlight-solid-approach-corporate-social-responsibility/

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