Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
LIPTON YOGA STUDIO » Visual Strategy Guide
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Contents
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
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Brand overview
Liption History Lipton timeline Competitors
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Audience
Audience Profiles
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Brand visual
Keywords Moodboard Repositioning Statement 3
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
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Brand Overview Liption History Lipton timeline Competitors
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Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
Lipton Brand History
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Description Lipton is a British brand of tea, owned by the company Unilever and led by CEO Dylan Wong. Lipton was also a supermarket chain in the United Kingdom before it was sold off to Argyll Foods, to allow the company to focus solely on tea. The company is named after its founder Thomas Lipton. The Lipton ready-todrink beverages are sold by Pepsi Lipton International, a compny jointly owned by Unilever and PepsiCo.
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Possibilities This company specializes in tea products, and we can create a restaurant that focuses on a comfortable perspective.
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Brand Soul Relaxation
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The Nature of Identity
Timeline
In 1929 the Lipton grocery retail business was one of the companies that merged with Home and Colonial Stores, Maypole Dairy Company, Vyes & Boroughs,Templetons, Galbraiths & Pearks to form a food group with more than 3,000 stores.
In 1871, Sir Thomas Lipton opens his first shop in Glasgow,UK.
1929
1890
1871
1897
Tea grown in the island’s central highlands had a rich, mellow flavor, bright and golden in the cup, and was proving popular at Mincing Lane, the London tea auction house. By the time Lipton arrived in June 1890.
Lipton went public with its first stock offering in 1897. People clamored to buy into the now-public company.
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
Lipton’s became a super- market chain focused on small towns, before Allied’s acquisition by Argyll Foods in 1982.
2003
1982
Lipton introduced its first iced tea powder mix in the USA in 1964.
1991
1964
This was followed in 2003 by a second joint venture, Pepsi-Lipton International (PLI), covering many non-United States markets.
In 1991, Unilever created a first joint venture with PepsiCo, the Pepsi Lipton Partnership, for the marketing of ready to drink (bottled and canned) teas in North America.
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The Nature of Identity
New Brand Mission Statement
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Brand Soul
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Lipton believes that healthy life can bring people pleasure and relaxation. In the past, we only provided tea products, but now we plan to expand our mission, so that people in the future can get more relaxation and fall in love with life. The new Lipton will offer yoga, Yoga studio allows people to help people relieve stress in life. We offer yoga clothing, yoga mats, towels, water bottles and membership cards. We’re always here to help people reduce stress and help them live a better life.
Relaxation
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Brand Mission Meet the physical and psychological needs of consumers while helping them have a better life.
Repositioning Statement
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Keywords Vitality Healthy Natural
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
Direct Competitors
These are all tea brands, and most of them focus on the ice tea because of Lipton also has iced tea series, some brands have some extraordinary tea series and they are potent opponents, most of them almost occupy the whole market.
Nestea provides a variety of tea products, including liquid and powdered tea concentrates, refrigeratable teas, and ready-to-drink bottles dispensed by vendor or vending machine. The beverage comes in several flavors, depending on the country.
ZOOS Greek Iced Teas is an all natural, real brewed, first to market Greek Iced Tea. Our Tea is handpicked from the mountain tops of Greece and brewed in the purest form. ZOOS is high in antioxidants, Gluten Free, Kosher, and made with organic tea leaves.
Snapple is a brand of tea and juice drinks which is owned by Keurig Dr Pepper and based in Plano, Texas. The company which was originally known as Unadulterated Food Products, was founded in 1972.
Honest Tea is a bottled organic tea company based in Bethesda, Maryland. It was founded in 1998 by Seth Goldman and Barry Nalebuff. The company is a wholly owned subsidiary of The Coca-Cola Company. 11
The Nature of Identity
Ancillary Competitors
The ancillary competitors are tea and coffee brands. They have the same target audience, and some of the brands are strong. I also listed out the soda and energy drink brands there are the same function, even if the taste is entirely different.
Coca-Cola, or Coke is a carbonated soft drink manufactured by The Coca-Cola Company. Originally intended as a patent medicine, it was invented in the late 19th century by John Pemberton and was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coca-Cola to its dominance of the world soft-drink market throughout the 20th century.
Starbucks locations serve hot and cold drinks, whole-bean coffee, microground instant coffee known as VIA, espresso, caffe latte, full- and loose-leaf teas including Teavana tea products, Evolution Fresh juices, Frappuccino beverages, La Boulange pastries, and snacks including items such as chips and crackers.
As a Tea Master, I insist that our tea leaves are gently rolled and brewed in smaller batches for smooth, delicious iced tea.
Red Bull is an energy drink sold by Red Bull GmbH, an Austrian company created in 1987. Red Bull has the highest market share of any energy drink in the world, with 6.302 billion cans sold in a year.
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
Future Competitors
New Lipton will focus on user experience and retailer, according to the brand soul the future competitors will be some store and more different feelings and skills for the user.
A luxurious August break at any of the four renowned Champneys resorts, including full-board healthy meals and daily classes. A stalwart of spa hospitality, Champneys has been providing world-class wellbeing services for almost 30 years.
Saje Natural Wellness is a Canadian retailer of private-label essential oils and skin care products. The company was founded in 1992 by Kate and Jean-Pierre LeBlanc in Lonsdale Quay.
Crate&Barrel is a 105+ chain of retail stores in US and Canada, based in Northbrook, Illinois, specializing in housewares, furniture and home accessories. Its corporate name is Euromarket Designs, Inc. The company is wholly owned by Otto GmbH.
YogaWorks is one of the largest and fastest growing providers of yoga instruction in the U.S., with almost 3 million student visits in 2016.
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Xin Jing Assignment 3.1:
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
02 Audience Audience Profiles
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Audience Profiles
Jenny Age: 20 Occupation: College student
Jenny is a freshman in college; She has jam-packed classes which stressed her out. She doesn’t like the situation, and she wants to make a change. Jenny’s classmate recommended her to try yoga. Even though she has no experience, Jenny is willing to give it a try.
Location: New York
Traits Demographic Data
Six Traits • She usually has much homework and is under high pressure. • She wants to find a way to solve this problem.
Level of interes Low
High
• She has a friend who took part in a yoga class and suggested that she can try it. • She can arrange the time very well, and she has a very clear timetable. • She does not have experience with yoga, but she is very interested. • She believes that she must learn to adjust her body function at this age to avoid various problems in her body.
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
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Audience Profiles
Mark Age: 40 Occupation: Architect designer
Mark is a senior architect. He has multiple projects ongoing all the time. Seating for a prolonged period is causing him back issues. Mark’s wife has been doing yoga for a while, and now Mark is thinking of going to classes with her.
Location: Berkeley,CA
Traits Demographic Data
Six Traits • He needs a lot of thinking and drawing. • He also needs to go to various places to do measurements for his design.
Level of interes Low
High
• Sometimes drawing takes a long time to sit, he feels unwell. • His wife suggested try to do yoga, which can change the stiffness of the body. • He tried to do yoga when he was young, and he thought he should start doing yoga again. • His is considering take class with his wife.
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
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Audience Profiles
George Age: 35 Occupation: Writer Location: San Francisco, CA
Traits Demographic Data
George is a writer whose daily job is to write at home. When his boss urged him, he felt a lot of pressure. He is too focused on work and thinks that exercise is a waste of time. His wife persuaded him to change slowly. If he has time, he is willing to try.
Six Traits • He writes novels every day. • He sometimes under pressure because his boss has been urging him.
Level of interes Low
High
• He is anxious every day, but he doesn’t know how to decompress it. • He focused on his work. He thinks exercise takes time. • His wife persuaded him to change this habit and advised him to relax his body correctly. • He will try to change if he has time.
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
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Audience Profiles
Cristina Age: 37 Occupation: Housewife Location: Los Angeles, CA
Traits Demographic Data
Christina is a full-time mom with two kids: 8 years old Eric and 7 years old Jack. Now both of her kids are in school and after school. Christina has some time available to do her own thing. Christina and her husband knew each other because of a yoga class 10 years ago. She always loves yoga and is thinking of restarting again.
Six Traits • She has two children. • Her husband has to go to work every day, and she can only take care them by herself.
Level of interes Low
High
• She feels that in addition to taking care of her children, she should cultivate a hobby of her own interests. • She does not want to go to the gym because she does not want to do strenuous exercise. • Her husband also encouraged her to change this lifestyle. • She has some one-sided understanding of yoga; she wants to know more about yoga, so she is willing to try.
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
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Audience Profiles
Kristy Age: 33 Occupation: Banker Location: San Mateo, CA
Traits Demographic Data
As a senior banker, Kristy deals with meetings and clients all the time. Besides her busy schedule, Kristy is also a mother who just gave birth to her baby daughter. Kristy realized that her body changed while going through the process of pregnancy. Now she is back to her position, and she wants to maintain fit and healthy. Yoga seems to be an excellent way to start.
Six Traits • She is a senior banker and she just given birth to a daughter. • During pregnancy, her weight increased.
Level of interes
• She wants to adjust to the original weight. Low
High
• She can do yoga every day after work. • During her talking with her colleagues, she learned that long-term yoga practice could improve this symptom. • She believes that yoga is a sport that is very suitable for postpartum.
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
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Audience Profiles
Crystal Age: 17 Occupation: High school student Location: San Francisco, CA
Traits Demographic Data
Crystal’s Mom is a yoga enthusiast who has been influenced by her mother since she was a child. She occasionally does yoga with her mother, but many movements are not standard because of poor coordination. However, she is still passionate about yoga. She also has academic pressure, and she thinks yoga can help her alleviate these pressures.
Six Traits • Her mom is a yoga enthusiast, under the influence of her mother, she is also very passionate about yoga. • She occasionally does yoga with her mother.
Level of interes Low
High
• Her body coordination is not very good. Her mother encouraged her to contact yoga for a long time. •. She often distracted when she was in class and affected her grades. • She decided to practice yoga to solve this problem.
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
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The Nature of Identity
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
03 Brand Visual Keywords Moodboard Repositioning Statement
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The Nature of Identity
Keywords Moodboard
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Vitality I think green represents vitality, so my moodboard is different green, and energy can be an action. I think the sans serif font can reflect the meaning of the word.
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Natural My second word is natural. According to my new brand, yoga is a sport of health. Natural linen gives a sense of relaxation, while the wood is reminiscent of trees and forests. The incense is an olfactory relaxation.
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Healthy Obvious yoga is a healthy exercise. Different vegetables and sans serif fonts give a visually healthy feeling. The apple with water drops is what I want to convey when people sweat after the end of the exercise, providing a refreshing feel. Of course, a healthy diet is also indispensable.
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
Vitality
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The Nature of Identity
Keywords Moodboard
Natural
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
Healthy
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The Nature of Identity
Brand Grids
Before
Lipton
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
After
Lipton
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The Nature of Identity
Repositioning Statement Lipton believes that healthy life can bring people pleasure and relaxation. In the past, we only provided tea products, but now we plan to expand our mission, so that people in the future can get more relaxation and fall in love with life. The new Lipton will offer yoga, Yoga studio allows people to help people relieve stress in life. We offer yoga clothing, yoga mats, towels, bag, water bottles and juice bar. We’re always here to help people reduce stress and help them live a better life.
Assignment 5.1: Major Project, Part 1: Brand Strategy, Develop Xin Jing
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