NN15 : Business and Marketing : Opportunities and Threats

Answer:

1 Opportunities and threats to the pure leaf lemon ice tea

Unilever Canada carries vision to double their business along with reducing their environmental footprint in relation with increasing social and positive impact in the target market. With regards to this, organization regularly introduces new products for targeting new customer segments. Amongst their brands, one of the tea brands under Unilever Canada is ‘Pure Leaf’. This brand manufactures different types of tea which has helped the organization to target different customer segments. With regards to their tea brand, there are numerous threats and opportunity factors which are required to be considered for further expansion of the brand in the global market (Unilever Canada, 2018).

Threats

Presence of big tea brands such as Camellia Sinensis, Red Rose Tea, Tim Hortons, etc. and aggressive marketing and promotional strategies used by them are known as the biggest threats for the pure leaf ice tea brand. Apart from this, setting brand positioning amongst the customers in front of the existing companies is another threat for the organization. Dealing with the other marketing and business environmental challenges along with managing product offering as per target customers’ demands and wants act as the major challenges for the organization which affects their functionalities.

Opportunities

Canada is known as tea loving nation and consumption of tea is much high in Canada in comparison to coffee and other substitutes of tea, thus, organization could easily set up its brand image by differentiating its tea from the existing companies. Apart from this, acquiring market share of the existing companies through marketing and promotional tactics (CISION, 2016).

2 Positioning of Pure Leaf

Pure Leaf believes in quality and with a wide range of tea, organization has stepped into Canadian market. Their vision is to provide best things to their customers to make their experience unique and effective. Organization serves best tea in comparison to the other tea brands. Pure Leaf’s lemon ice tea is brewed and bottled without using any powders which provides a delicious and delicate taste to its customers. Lipton, Arizona, Snapple, Gold Peak, etc. are some of the big brands of ice tea in Canadian market (Svab, 2018).

Pure Leaf has made its effective as well as unique presence in the Canadian market in terms of ice tea because they does not use artificial flavours or any type of preservatives. This has helped the organization to make their ice tea tastes different from the other ice tea brands. With regards to the ice tea market, Pure Leaf and Snapple share the equal market share. Snapple also uses natural ingredients to make their ice tea better from other companies and this has helped both the ice tea brands to enhance their market value in terms of other ice tea brands.

References:

CISION. (2016). Pure Leaf® Iced Tea Expands Portfolio with Super-Premium Organic Line - Pure Leaf Tea House Collection [online]. Retrieved from: https://www.prnewswire.com/news-releases/pure-leaf-iced-tea-expands-portfolio-with-super-premium-organic-line--pure-leaf-tea-house-collection-300212403.html

Svab, P. (2018). What’s the Best Iced Tea in Your Supermarket? We Know the Answer [online]. Retrieved from: https://www.theepochtimes.com/whats-the-best-iced-tea-in-your-supermarket-we-know-the-answer_1984184.html

Unilever Canada. (2018). About [online]. Retrieved from: https://www.unilever.ca/about/