Sub Category : Strategy Execution,Supply Chain,Marketing
Case Description Unilever's Lipton Tea had been successful with the first phase of its certification partnership with Rainforest Alliance. Now the company faced challenges in how to push forward with the transformation of more difficult parts of the supply chain and how to market sustainable tea in developing markets like India.
Learning Outcomes 1. Understanding the challenges of balancing business outcomes and corporate social responsibility 2. Understand the marketing strategies employed in promoting sustainable sourced tea - should prices be raised, should it be branded differently 3. Understand the marketing strategy adopted for India, a price-sensitive but huge tea-drinking market
