Part 1:

Tea is admired by the customers everywhere as it gives them a calming effect along with the
capability to offer a boost when taken between any errands or meals. Thus it is essential for
the tea brands to attain high niche as with many competitors in the market there needs to be
some speciality when launching a new tea brand so that the marketing opportunities increase
along with revenue. Tea is being regarded as a health product especially tea’s like camomile,
green tea, peppermint tea, hibiscus tea, cannabis tea etc. Tea provides the consumers with
clean consumption and is especially advantageous due to its health benefits thus the product
is expanding at a rapid rate in the health market. Clipper is also brand of UK that
manufactures and sells both coffee and tea. It is known for working with pure ingredients and
is of highest quality without any added preservatives (Winchester et al., 2015). The company
has been exporting around the world which makes their products to be of international level.
Clipper has various strengths which ensure its place in the top branded products which shall
be analysed through marketing philosophies. There are five marketing philosophies which are
regarded as the science and skill of discovering, producing and delivering value which would
help in satisfying the requirements of a target market at revenue. The production, product,
selling, marketing, social marketing are the five concepts involved in marketing philosophies.

1. Strengths of Clipper (Marketing Philosophies)

 Production

Clippers have an assumption that if their brand provides their products at an inexpensive
price with a wide range of availability then their consumers would prefer them more as
compare do their competitors. The company believes in the point of view that ‘Supply creates
its own demand’. Thus the focus of Clipper is on producing more and more products and
expanding themselves as currently they are serving in 52 countries yet they are working hard
to provide every consumer worldwide with their quality brand. The current production also
provides the company with a lot of advantage yet with changes in the business market
increasing the production would also increase the scale of revenue. The cost of their
production is less which also helps in making their products less expensive and is more
striking to the consumers. The focus is not only on maintaining an affordable price but also
on the quality of the product as the company has to uphold their high production standard.
Sales are increased to due to high quality of the Clipper’s tea. The demand of the product is
more than the supply and thus Clipper is establishing more production facilities to
accommodate the needs of every consumer and also to ensure that their product reaches
everywhere.

 Product

Clipper comprehends the needs of the consumers which is to get greater quality products
hence the company devotes its time in developing a product which would be according to the
standards of the consumers as well as less expensive. The focus cannot only be on the
product quality itself otherwise the company would fail to please the customer’s demands
which are driven by diverse factors like usability, price and availability. Clippers consist of
different tea and the most preferable are these three: Infusions, Green teas and Black teas
which are known for their aroma and taste. The company has also won many awards based
on their tastes including a Gold Star Taste award in 2013 as well as a 2 Gold Stars for their
blending techniques. The natural and pure ingredients is the highlight of Clippers tea as it has
no artificial additives with their subheading ‘Natural, Fair and Delicious’. Their products are
of high quality as it is prepared and blended on site which is in Dorset located at the
Beaminster Tea Factory.

 Selling

The concept of product and production are emphasises on creativity however the concept of
selling is based on making a genuine sale through the product. Clippers focus is on making
use of their each product to gain a better sale with keeping into account their quality which is
difficult at times due to the fact that handling quality, production and sales is not an easy task
and if mishandled can result in loss. Though the major focus of the company is to make
money yet they try to build relations with their consumers so that the sales would be
sustained. Clippers present itself as it is without deceiving their consumers just so that they
would buy their product as they want to stay in the business for a long-run and do not have a
short sighted approach and they try to offer the market what they want instead of what they
can actually sell easily.
  Marketing

The business market belongs to the consumers and thus the production of the product needs
to be according to the preferences of the consumers thus marketing the product right is also
essential. This concept is based on high level of competition amid competitors and Clippers
try to create better products and marketing strategies which would intrigue their consumers to
buy their products. Clippers conduct various researches and campaigns to ensure consumers
are aware of their brand as well as to know the changes which they need to include. Clipper
uses strange marketing policies such as in 2008 they set up a blind tasting challenge which
they even filmed in which their tea and Twinings tea (being their competitor) was chosen for
tasting to know the genuine difference and the Clippers black Fairtrade tea won the contest
over Twinings which not only showed their marketing skills but also gained them loyal
consumers. Clippers won the ‘Best Campaign 2016’ awards for their publication skills as
they make use of innovative approaches as they set up a campaign where the truth about
green tea was demonstrated and offered the customers with mean, bitter, chemically
enhanced and unfair trade green teas which highlighted the approach of their brand that is
ethical production of tea as well as brining natural qualities and physiognomies of the brand
to light. In 2017 the brand used their Fair-trade green tea for promotion on ‘New Year’ and
their campaign was set up outdoors with consisted of transport advertising as well as a money
back promotional strategy.

 Social Marketing

Societal needs are the priority of Clippers as they try to fulfil the demands of the consumers
without effecting the environment or the natural resources and thus merely emphasizes on the
wellbeing of the society. Keeping the needs of the consumers before business is the key to
attaining and sustaining a successful business and a place in the market thus Clippers put
their customers above everything.

 Holistic Marketing

A new concept in the business marketing management is of great significance as in business

everything needs to be given priority and not just a single entity. Consumers are the main
priority of Clippers as everything revolves around them such as: preference, taste, quality,
marketing, product design needs to be in accordance to the mind of the consumer. Thus the
use of this approach ensures the company to work with a shared purpose in regard to every
activity as well as person that is linked with the business.

Part 2:

1. The external environment of marketing:

This concept is based on the uncontrolled forces which are present outside of the company
and can highly influence the business due to the fact that they cannot be controlled however
they can be responded and adapted to which would help in minimizing the risks (Morschett et
al., 2010). The external forces are as follows: competition, government policies, natural
forces, social and cultural forces, demographic factors and technological changes.

 Competition

Clipper faces a lot of competition as the market has many natural tea providers which make
them to launch different tastes and higher quality to maintain their consumers. Dorset tea and
Twinings are their biggest competitors as they both offer high quality taste which is natural
with the size and market capitalization equal to Clippers. Thus Clippers monitor their
activities and launch of their brands based on which they form a better and effective product
by using controllable variables (Morschett et al., 2010).

 Governmental policies

Governmental policies are based on the laws and authority that guilds the lands and can
highly affect the operation of business as a dealer. Thus Clippers keep close connections with
the government so that there would not be any restriction or delay in importation or
exportation which could hinder the business profit (Armstrong et al., 2015).

 Natural forces

This aspect refers to the physical environment which for Clipper is the least predictable
aspect and thus they set up various strategies in place to tackle this concept. The Mother
Nature cannot be fought with and thus it is best to work on policies and handle it properly.
Nature can highly effect the available natural resources and make them scarce and due to its
unpredictability there must be another place from where the resources can be bought in case
of an emergency which is also a policy used by Clippers as they have some contacts which
would provide them with natural ingredients if anything happens without anticipation. Thus it
would not hinder the production output and the consumers would remain satisfied (Winslow,
2016).

 Social and cultural forces

The marketing operations can highly be affected by the social and cultural forces and thus
Clippers also focuses on the behaviours and beliefs of their consumers by ensuring they have
knowledge about their lifestyle which is hectic and can be calmed by the taste of their tea and
can positively affect the marketing concept.

 Demographic Factors

Clippers has a hard time dealing with this factor as it is uncontrollable however they try to
accurately forecast it so that it would enable them to go a long way as a marketer in regard to
the future trends as well as their products consumption would become better (Morschett et al.,
2010).

 Technology alterations

There are several challenges that Clippers face due to the alterations that occur in technology
especially for marketers it is difficult. Clippers marketing team focuses on the technology and
learn it to market their product better and show the consumers what the company is offering
to them. It is impossible to halt the technological advancement thus Clippers has found their
ways of learning and adapting to these alterations for their positive growth.

In regard to external environment factors there are a lot of things which are necessary to be
focused upon before the launch of Clippers new product yet they offer a great deal of
opportunities as well such as technology can help the marketers to promote their new product
freely and globally which would enhance the sales as well (Armstrong et al., 2015). Another
key factor in launching the product is when Clippers have something better to offer than their
competitors which would also enhance the reputation of the brand in the business market due
to their new and better product launch. While on the other hand competitive environment also
needs to be handled with great care as it is a dynamic external system which consists of
competitions and functions in a business. The business for Clippers is very competitive as
there are many similar products in the market and launching a new product itself is a risk. Tea
brands are sold everywhere and many brands have great repute which makes them also a
preferable choice unless the other competitors takes the lead in launching a better thing which
is based on the consumers preference (Armstrong et al., 2015). The competition is high thus
the new product should have something new for the people when it gets launched as it would
then attract more consumers’ tea. Clippers have to encounter two competitors which involve
direct competitors and indirect competitors.

 Direct Competitors:

Clippers have a direct competition with Twinings and Dorset Tea as they are offering the
same quality which is also the highlight of Clipper tea brand thus making it difficult to
sustain their position in the business market due to which they keep on launching new
products for the consumers to stay in the game.

 Indirect Competitors:

There are others tea brands as well which are also competing against Clippers yet do not offer
the same quality and price as them. Though their services are not up to the mark they can
easily substitute their services and stay in the business market as a competitor (Armstrong et
al., 2015).

Taking into account the Home market effect it can be considered that the launch of the new
product of Clippers can be done in both such as: In-Home market as well as Out-Home
market. However the focus should be more on In-Home market due to the fact that it is a new
product thus the launch should be done in the country which would also reduce the shipping
cost as well as let the company know if the consumers prefer their new brand or not before it
is launched worldwide and if not then changes can be made easily. They should target all age
groups with their herbal tea when in production as it would later help in the marketing
strategy as well (Winslow, 2016). The young people should be targeted more as they are
conscious about their health and try to intake as much as herbal products to maintain their
diet and they have a perception about tea being healthy. These people prioritize favour,
freshness, cost, value of nutrition, safety of the product and capability to keep the body
hydrated which are the major factors which influence the consumers to buy a product which
included in Clippers new launch can be useful. According to studies health conscious people
not only prefer one herbal tea but would buy various tea’s that can provide them health
benefits to remain hydrated thus enlarging Clippers with their new tea product would be great
to satisfy consumer’s needs. The launch of the product should be in penetration price
strategy compared to Twinings, being also a premium price. The distribution of the product
shall follow an intensive policy to permit the availability of the product as well as physical
visibility. Subsequently the communication factor can be implemented through integrated
strategy which would enable them to reach a mass audience however their actions should be
emphasized more on the young people (Winslow, 2016).

Part-3

The consumers that are most keen on the new dispatch of the product from a brand and every
one of their activities are a piece of the brand group and brand fans. Brand people group are
made out of individuals who have a social distinguishing proof with others that offer their
enthusiasm for a specific brand (Algesheimer and Herrmann, 2005). Brand people group is
the best shopper part to think about, on the grounds that every one of the impacts wind up
enlarged and along these lines more noticeable and clear to the organization, being an
imperative fifteen weapon, helpful to exhibit how commonplace clients can respond to
another proposition to the market. More elevated amounts of cooperation in a brand group
prompt both steadfastness and oppositional dependability in embracing conduct. These larger
amounts of interest will improve the probability that a man will receive another item from the
favoured brand and will quicken the reception procedure. In other hand, this expansion in
interest will diminish the probability that individual will receive an item from a contending
brand and decelerates the selection procedure. There is an issue that is critical to search for,
the covering membership crosswise over opponent brand groups; this can totally invert the
connection between the interest and the selection procedure of new items, so is imperative to
survey how much individuals from the group additionally partake in match groups before
trying to advance it. The membership length has indistinguishable outcomes from interest
(Thompson and Sinha, 2008).
By urging clients to join and take part in their community of their brand, organizations can
have numerous points of interest as increment the effectiveness of receiving another item,
diminish the aggressive weight of the organization and the genuine primary preferred
standpoint is made when the organization is the first to dispatch another item to the market
since it will profit by faithful appropriation conduct from their clients and won't be punished
by oppositional steadfastness from clients of adversary brands. This is extremely imperative
in light of the fact that, thusly, an organization can confine the effect of oppositional
dependability by being always the first in propelling new items to the market. At long last, an
organization can likewise restrain the benefits of contenders mark group by welcoming and
empowering inverse individuals to take an interest in the organization's own particular group,
expanding the cover between groups (Thompson and Sinha, 2008). There are confirmations
that shopper trial of the fruitful expansions positively affects nonusers or non-steadfast clients
of the parent-mark that is converted into expanding piece of the overall industry. In the other
hand, the unsuccessful expansions appear to have negative effect on the earlier clients,
contingent upon the classification closeness of the augmentation. There is a need to launch
the products with new tactics as only then the consumers and business market shall notice the
product (Ernst et al., 2011). Some of the recommendations or steps are provided below to
make the product a success such as:

1. To begin early: A brand should not expect others to just recognise it especially reporters
and writers thus Clippers need to get a head start before their launch and should make
preparations beforehand. Rolling stone can be regarded as a great manner to keep the
discussion of the product going. The outreach activities should be initiated about 6 to 8 weeks
prior to the launch of the product.

2. The product should be accessible by the significant influencers: The influencers can be
regarded as friendly consumers, bloggers or prospects that consist of a great deal of
significance on the online means. These people can be encouraged to make use of this
product and then comment on it through writing an article or posts (Ernst et al., 2011).

3. Brief industry expert’s in-between this early stage: Planning calls with these people
requires some serious energy so do this early. Contribute an opportunity to compose
convincing instructions demands. These folks are occupied, so you will need to ensure your
gathering demand obviously states why it is justified regardless of their opportunity to find
out about your advertising.
4. Seed the social space with spills: Target individuals who are normally anxious to find out
about your advertising. For instance, 'coming soon' tweets and 'spilled' photographs of your
item make an atmosphere of interest that fabricates intrigue. Apple is an ace of this strategy.

5. Do not expect a "huge explosion" discharge: Unless the item or administration is

genuinely progressive or on the off chance that you are Microsoft or Apple. Unless you have
a gigantic dispatch occasion arranged, the official dispatch date should just imply the day
your item is really accessible (Ernst et al., 2011).

6. Keep the discharge rolling: The Company does not know when correspondents will have
sufficient energy to compose, so it is better give them some chance to expound on the
offering after the official date of dispatch. Keep on producing new news like declarations
concerning novel employments of the item, client stories, and insights about how the offering
gives return on investment (ROI) to clients, and so on.

7. Do something irregular amid the discharge cycle: A few cases incorporate making an
amusing video, completing a trick based on an industry occasion, distributing a review that
backings the estimation of your item, or making an intriguing info graphic that portrays the
requirement for your item (Ernst et al., 2011). For instance, for a current item dispatch, a
public service announcement (PSA) site was made that cautioned of the 'risks' of utilizing our
new versatile item while strolling. The incongruity made a huge buzz around the dispatch and
even prompted a tremendous spike in free item downloads.

8. Get accomplices included: Channel and showcasing accomplices who have a money
related stake in the accomplishment of the dispatch are common partners. The more
individuals that are discussing the discharge, the better possibilities it will get pickup.

9. Make it simple for individuals to take in more about your item with free trials, downloads,
item recordings, and demos. High-end use of technology is the best option to promote a new
product through online means and print media which would let the consumers know about the
new product and get more of its updates.

10. Ignore the components of the dispatch that don't drive business: Unless the company
is offering advances to a mass customer group of onlookers, do not centre on the quantity of
Facebook likes and Twitter devotees you gather. Or maybe, utilize these social channels for
more important engagement. See who is discussing their offering on the web and after that
reach them. Perceive how these people can enable Clipper to additionally advance their
offering inside their groups of friends.

References

Algesheimer, R. U. and Herrmann, A. (2005). The Social Influence of Brand Community:

Evidence from European Car Clubs. Journal of Marketing, (pp.19-34).

Armstrong, G., Kotler, P., Harker, M. and Brennan, R., (2015). Marketing: an introduction.
Pearson Education.

Ernst, H., Hoyer, W.D., Krafft, M. and Krieger, K., (2011). Customer relationship
management and company performance—the mediating role of new product
performance. Journal of the academy of marketing science, 39(2), pp.290-306.

Morschett, D., Schramm-Klein, H. and Swoboda, B., (2010). Decades of research on market
entry modes: What do we really know about external antecedents of entry mode
choice?. Journal of International Management, 16(1), pp.60-77.

Thompson, S. A., and Sinha, R. K. (2008). Brand Communities and New Product Adoption:
The Influence and Limits of Oppositional Loyalty. Journal of Marketing, (pp. 65-80).

Winchester, M., Arding, R. and Nenycz-Thiel, M., (2015). An exploration of consumer

attitudes and purchasing patterns in fair trade coffee and tea. Journal of food products
marketing, 21(5), pp.552-567.

Winslow, A. (2016). Clipper Tea: New Innovation and Awards. Health and Fitness, [online]
1(1). Available at: https://www.wessanenuk.com/clipper-wins-top-campaign-award-top-
year/article.pdf [Accessed 3 Apr. 2018].