Analysis of Twinings Infuse: Target Market and Marketing Strategies

This report analyzes the target market and marketing strategies of Twinings Infuse, a leading tea and infusers manufacturing company. It examines the product, pricing, promotion, and place strategies used by Twinings to attract its target market. The report also discusses the purchase decision factors and the refreshing Twinings Infuse ad campaign. Overall, it highlights the unique selling points and success of Twinings Infuse in the tea and beverage industry.

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Analysis of a consumer product, its target market, and the marketing messages and
strategies used to attract the target market.

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Executive Summary
The following reports deals with the strategies and creativity utilized by Twinings Infuse to
promote its products to attract the attention of its consumers. The report has utilized the
information provided by the company and credible sources that highlight the fact that Twinings
has been a world leader in tea and infusers manufacturing company. The recent developments in
the tea and beverage industry has led to improvements in the strategies of Twinings to remain in
a competitive position. The report has been introduced by stating the relevant facts describing the
brand. The main body has been divided into Marketing Mix Descriptions and the Purchase
decision for the product. These highlight the strategies utilized by the company to promote its
products and identify better opportunities in the near future. The report has been concluded by
identifying the unique selling points of Twinings describing the worth of this iconic tea
manufacturing brand.

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Table of Contents
Introduction......................................................................................................................................4
Marketing Mix Descriptions............................................................................................................4
Product.........................................................................................................................................4
Price.............................................................................................................................................5
Promotion....................................................................................................................................5
Place.............................................................................................................................................5
Purchase decision for the product................................................................................................6
The Refreshing Twinings Infuse Ad Campaign..........................................................................6
Conclusion.......................................................................................................................................7
Reference List..................................................................................................................................8

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Introduction
Twinings Infuse is the new range of product in the infusions segment. Twinings launched its cold
infuse which is different from its regular teas and infusions. Twinings is one of biggest tea
manufacturer and supplier in the UK and now diversified its product to the cold infusions.
According to Rao (2018), the brand is owned by Associated British Food since 1964 selling
loose tea, teabags, and varieties of infused teas. The newly launched Cold Infuse has a great
contribution in keeping the legacy of tea making by Twinings. It is not only about the flavor that
made Twinings Infuse an instant hit among customers, but these cold infused drinks are full of
aroma, antioxidants, and other health benefits (Twinings, 2019a). Twinings claim the infusers to
be made of natural ingredients and sugar free. The infused drinks come in form of 8 exciting
flavored cold infused drinks which have become immensely popular thereby increasing the sales
of Twinnings (Twinings, 2019b). Twinings Infuse can be purchased online or retail stores which
either comes in sachets and jars. The following report will examine the market mix, marketing
strategies and the strength of the strategies used by Twinings Infuse.
Marketing Mix Descriptions
According to report in West (2019), the tea and infused drinks market have become increasingly
competitive which demands the companies to maintain a distinguished character of its products
from rival companies in the market. The use of right marketing mix strategies helps to rope in as
many customers as possible in order to gain maximum profits and improve the brand image of
the product. The company has been clever to identify the relationship of people with tea and
infusions, and positioned itself in the market. Twinings Infuse have successfully engaged with its
target audience by use of various social media channels and advertising strategies.
Product
Twinings Infusions offer various products in the infusion category which comes in 8 flavors
namely passionfruit, mango and blood orange, rose lemonade, watermelon, strawberry and mint
and etc. These products are made to cater to the specific needs of the customers by providing
them with flavorful options made of natural ingredients (Twinings, 2019c). The product is ideal
for people looking for something apart from tea segments such as a cool drink with flavors and
keeping them hydrated. Since product design plays an important role in showing the identity of

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the Twinings brand, the cold infused drinks are packaged in reusable jars and small sachets.
There are 12 infusers in the jar and individual sachets are also sold. Along with that, the products
are kept different from all other products of Twinings making its look and taste different
(Twinings, 2019b). The product strategy utilized by Twinings infusions is to convince the
regular tea and any other beverage drinker to have high quality of infused drinks every day. The
product creatively targets majorly the females between 18-35 ages since they play multiple roles
in their lives and the restorative properties of the product could make a difference to them.
Price
As opined by Business Line (2012), although the company operated in the premium segment, the
pricing of the products have been kept affordable in comparison to other premium products in
the market. The Twinings cold infusers are packed in jars and comes in different flavors
comprising of 6 infusers with 3.79 British pounds each. The single sachets are also available in
different flavors of 0.50 British pounds each (Twinings, 2019b). The pricing strategy also
included keeping the per-serving price three times higher than the original price to aim at to sell
in the premium grocery outlets.
Promotion
According to Cameron, Charlton, Ngan and Sacks (2016), product promotion deals with the
promotion of the products through advertising and marketing strategies in an attempt to influence
purchase. Twinings Infuse has involved the strategies basing upon the consumer market and
understanding their buying patterns. The company has completely utilized effective marketing by
influencing them to enjoy the Twinings cold infusers. The advertising efforts includes the ad
campaigns where one of the ads focused on connecting with the audience keeping water as the
main highlight and how Twinings Infuse can simply change the taste of the normal water. The
promotion activities also focused on targeting the women. The promotions were heavily
supported by the use of digital channels such as YouTube. Twinings had a history of passive
advertisement which they changed to being more interactive with their audience.
Place
Twining Infuse has a global presence with competitive strategies that are based on the creativity
in marketing and brand investment (Twinings, 2019d). Being the second largest tea producers of

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the world, Twinings Infuse has targeted the sales of the Cold Infuse in numerous supermarkets,
premium shops and through multiple distributors. Tesco and Woolworths are one of the retail
partners of Twinings selling majority of its products including the Cold Infuse in categories of
affordable and premium segments (Mitchell, 2018). The company in the recent years has also
considered to grow digital experiences rather than building more retail outlets. The effective
utilization of the technology will be helpful in understanding the business and its KPIs.
Purchase decision for the product
The purchase decision of a product or service depends upon a consumer's willingness to buy and
their ability to pay. Consumer buying decision can be influenced by various factors which
includes personal factors, psychological factors, social factors, economic factors, etc. The
purchase decision for the Twinings Infuse drinks depends upon the consumer preferences and
tastes. This can be explained by the product range diversification strategy utilized by Twinings
through Twinings Infuse Cold drinks to gain the attention of its consumers.
Involvement
There is a high involvement of purchase decision factors on this product. There are several other
companies in the market selling homogeneous products which can influence the purchase
decision of consumers. Even after the immensely insightful ad campaigns, the perception of
consumers’ lies on the factor that Infuses are products which can be enjoyed mostly on a summer
evening or as a welcome drink to guests. The price of the product can be an issue for many
regular beverage drinking customers. This is the reason for Twinings Infuse to purposefully
choose the silver lid and transparent jar to sell the infusers to let customers know the nature of
the product. Twinings Infuse is mostly sold in the retail and premium stores of different flavors
which can be purchased by any kind of consumers according to their preferences and
affordability.
The Refreshing Twinings Infuse Ad Campaign
The purpose of the ad by Twinings Infuse was to communicate to the audience on the significant
unmet need like tasting better tap water. The infusions come in 6 different flavors made of
natural ingredients and are sugar free. Customers just need to drop infuser into any water, let it
sit for few minutes and enjoy the flavorful water. Twinings Infuse created the Infusers mainly for

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cold water to provide on-the-go hydration for the customers. The water bottle is a key offering
with the Twinings Infusers sachets and jars. As seen in the advertisement posted by Twinings
Infuse, it highlights about water being an incredible element and Twinings Infuse can shake up
the way we drink water (Twinings, 2019a). These cold water infusions have received
appreciation from many of the customers online but some are criticizing on the taste for being
too thin. This advertisement seems refreshing visually as it uses the elements like water and the
fruity flavors that can invoke the taste buds of customers. With this ad, Twinings Infuse could
engage its audience with the use of their cold water product and primarily target the water bottle
users.
Conclusion
It can be concluded that, a stimulus response theory helps to bring about a response, therefore
advertising and marketing strategies helps to establish the connection for the consumer between
the products of the company and preferences and attitudes of consumers. Twinings Infuse has
successfully created a niche in the market by making people drink high quality tea and infuses in
their daily lives. Twinings has utilized its unique selling points to target particular consumer
audience and accordingly created campaigns on different digital channels. These ad campaigns
aim to engage the consumers with the help of relatable emotional messages which are relatable
by the consumers. The company has used creative marketing plans with good amount of market
research to maximize the effect of the messages of the ad campaigns. The reachability of
Twinings is currently higher than any other company in the Global market which makes it the
second largest tea manufacturing company in the world. Over the few years, Twinings has come
out with various range of products in its product line which targets specific consumers. Apart
from that, the pricing as well as the product design has been an imperative element for
showcasing the identity of the iconic brand.

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Reference List
Business Line, 2012. The premium is in the bag. [online] Available at:
<https://www.thehindubusinessline.com/catalyst/the-premium-is-in-the-bag/
article23068997.ece>
Cameron, A.J., Charlton, E., Ngan, W.W. and Sacks, G., 2016. A systematic review of the
effectiveness of supermarket-based interventions involving product, promotion, or place on the
healthiness of consumer purchases. Current Nutrition Reports, 5(3), pp.129-138.
Mitchell, S., 2018. Woolworths changes tack on data sharing rules with suppliers. [online]
Available at: <https://www.afr.com/business/retail/woolworths-changes-tack-on-data-sharing-
rules-with-suppliers-20181210-h18xpc>
Rao, M., 2018. A Bitter Brew: Business Accountability for Human Rights Violations in the
Assam Tea Supply Chain.
Twinings, 2019a. Introducing New Twinings Cold Infuse. [online] Available at:
<https://www.twinings.co.uk/about-twinings/latest-news-and-articles/introducing-new-twinings-
cold-infuse>
Twinings, 2019b. Cold Infuse. [online] Available at: <https://www.twinings.co.uk/tea/cold-
infuse>
Twinings, 2019c. Fruit & Herbal Teas - All You Need To Know About Tea Infusions. [online]
Available at: <https://www.twinings.co.uk/about-twinings/latest-news-and-articles/all-you-need-
to-know-about-tea-infusions>
Twinings, 2019d. Strategy & Global Presence. [online] Available at:
<https://www.twiningspeople.co.uk/Discover/Strategy-Global-Presence>
West, 2019. 4 Companies Shaping the CBD-Infused Beverage Industry. [online] Available at:
<https://www.globenewswire.com/news-release/2019/02/21/1739394/0/en/4-Companies-
Shaping-The-CBD-Infused-Beverage-Industry.html>

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