Improvement of Lipton’s business model through wholesalers and traditional supermarkets channel

Field Lab in Entrepreneurial Innovative Ventures

As opposed to what is happening in other categories, tea category has been increasing over the years in the Portuguese market. So, the main goal of this project is to propose measures, so that Lipton improve its business model through wholesalers and traditional supermarkets, with the ultimate objective of increase its market share. In this sense, it will be presented an evaluation of the leaf tea market and its potential, as well as Lipton’s business model, followed by a risk analysis and recommendations, in terms of product, place, promotion, communication plan and processes for Lipton increase its market share, especially through wholesalers and traditional supermarkets.

NSBE - UNL