Degree
Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Advisor
Dr. Amber Gul Rashid, Assistant Professor, Department of Marketing
Client
Lipton Teas & Infusions Pakistan
Project Type
MBA Research Project
Keywords
Consumer Preference, Co-Branding, Chai Chahiye Café, Cross Merchandising, Sales
Abstract / Summary
This report analyzes the recent decline in sales of Lipton Teas & Infusions in Pakistan and explores strategic recommendations to revitalize the brand. Through extensive primary and secondary research, including surveys, in-depth interviews, and expert consultations, the report evaluates consumer perceptions, the effectiveness of co-branding and cross-merchandising strategies, and the feasibility of launching a Chai Chahiye Cafe. This project focuses on a comprehensive issue faced by Lipton Teas and Infusions in Pakistan: the declining sales over the last few years. Lipton is a brand almost as old as Pakistan with making its debut into the Pakistani market and winning hearts since 1948. Recently, Lipton has experienced a shift in consumer preference which has resulted in a gradual decrease in sales.
Recommended Citation
Ashraf, H. T., Shariq, M. A., Ahad, A., & Mahmood, A. (2025). Lipton teas & infusions – LEAP strategy (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/342
