Flagship Store Lipton

: da lógica de produto à de serviço

Abstract

This project aims to create an innovative concept for Lipton - a Flagship Store - as well as the proposal of two other formats that stimulate tea’s consumption out of home - the travel and grab and go channels. Another objective of this project is to develop a marketing plan, a creative strategy and a communication plan for the new Lipton`s concept. Companies are incorporating a service dimension in its value creation strategy, since their main goal is to attract an increasingly demanding and informed consumer. There has also been a change in the retail, as consumers demand more contact points with the brands, which are responding to this need by creating new store formats and a multichannel retail. As these changes occur in the retail, with new functions and purposes, the importance given to the point of sale has increased. The shops are seen as brand’s showrooms, whose goal is to provide positive experiences to consumers. Flagship stores are the expression of the tendency brands have to tell a story to its consumers, creating a special relation with them and promoting experiences that enable them to live and feel the brands. Lipton aims to be a leader in the world of tea by adding value to the category and attracting new consumers to the market. It also seeks to create even more positive experiences for their customers and, mainly, to promote a daily routine of drinking tea in Portugal by creating new opportunities for such consumption. We analyzed four cases - Juan Valdez, Olá, Delta and Teavana - which are used as benchmark to our analysis and together contributed to the development of our project.

Date of Award	30 Apr 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)