P/M/381. Dissertation. Launching New Lipton Tea in Pakistan

The dissertation aims to identify the opportunities for launching a new product of Lipton Tea Company (New Lipton Herbal Tea) in the Pakistani market. Market research is performed by using direct methods of data collection (questionnaire surveys and interviews) and statistic analysis in combination with secondary research methods based on the review of literature dealing with the problems of tea consumption, social and cultural features of the Pakistani market, etc. Marketing Mix analysis is performed including Five Ps, SWOT, market segmentation, etc. Conclusions are made about Lipton's prospects in attaining market shares in the Pakistani market.