Integrated Marketing Campaign for Twinings Green Tea

This presentation discusses the integrated marketing campaign for Twinings Green Tea, including its features, promotion strategies, target audience, and impact on consumer behavior.

 Studies suggest that the best time to
drink green tea is in the morning
and before the workout session.
Swapping your cup of coffee with
green tea is the best way to kick
start the day.
 These features are explained on
radio as well as television.

 The twinning green tea is
being promoted on websites by
making consumer know about
their features, and quality of
material.
 In this the price on which tea
is made available is also been
given.
 The tea is Blended with
premium quality herbs and
floral these teas have become
very popular with Australian
tea connoisseurs.

 The company promote their
product on You tube through
an Ad.
 There is only a short video
played of 10 seconds giving
description of company
website

 The company promote their
product on magazine.
 It describe product detail
along with price.
 Here, purpose is to target
women and tea drinkers

 This assessment helps in
critical analysis of the findings
and survey.
 It depicts the purchasing
behavior of the customers to
buy Twinings Green Tea.
 Analysis of the products
integrated marketing campaign
is necessary for alignment with
the findings of the survey.

 The company runs advertisements on
You tube which reflect on lifestyle or
health issues (Bartosik-Purgat, 2018)
 These campaigns also help the
company to increase customer
awareness by linking the campaigns
with the lifestyle, cultural and other
preferences of the customers so that
they are attracted towards the product
more.

 They use magazine as a form of their integrated marketing campaign to
influence their decision making process by informing their customers
about benefits of the product (Finne and Grönroos, 2017).
 The catalogues comprise of various Twinings green tea options with a
detailed explanation of their benefits on the health of the customers
 They advertise in traditional media outlets like television and newspaper
which raises brand awareness amongst the consumers.

 The company has used creative dialogs like
“Get you back to you” has helped them to
target the healthy lifestyle choice prevalence
among customers these days (Bucko et al.
2018).
 The company had also used quite effective
marketing skills and has portrayed the
journey of a heroin back to her.
 This mainly helped them to acquire the
attention of female customers who are their
target base.
 The company used animation over realism
for the advertisement as a metaphor.
 This helped the company to target the
feeling and emotions of their female
customer base and also helped to target their
culture.

 targets consumers’ attitudes:
The consumers are being
targeted with the help of
websites, magazines, social
media, newspapers
advertisements.
 In this only those consumers
are taken into consideration who
wanted to follow the healthy life
style and also wanted to
purchase it because of its taste
(Singhal and et.al., 2017).
 It has also been analysed that all
this marketing campaign has
assisted in increasing sales of
the twinning Green tea.

 Twining’s green tea is also known for reducing
excess body fat and acts as a natural weight
reducing agent.
 This is being depicted in their advertisement
from YouTube, social media, magazines and
newspapers.
 It has been analysed that this influences the life
style choices of consumers (Hussain and
Habib-Ur-Rehman, 2017).
 The family whose culture is to follow a healthy
diet makes use of the green tea. The tea is also
being taken to make the consumers healthy.

 It has been analysed that there are
various factors which can affect the
buying decisions of individual.
 In this the twinning green tea will be
purchased because of the health
conscious reason.
 It has also been evaluated that the
people who want to lower down the
excess fat will be included in buying
this green tea (Assunção and et.al.,
2021).
 It has also been analysed that these
personal factors affect the buyer
decision related to purchasing of
twinning green tea.

integrated marketing campaign demonstrates a
strong alignment in findings
 The survey was conducted in order to
know about the preferences and liking
of consumers for the twinning green
tea.
 The responses were found that many of
the participants who had participated in
the survey, has stated that they find the
taste of the product to be quite
appealing in comparison to others.

Three strategic recommendations
 Company needs to make sure that their
target audience is on point, they should
clearly describe their personality level,
motivations, attitude and behaviour.
 It is also being recommended to twinning
green tea company that they can make use of
the various other type of marketing
strategies such as content marketing, email
marketing and geo targeting.
 Direct marketing can also be used by
twinning green tea so that the brand
experience of consumers.

 The integrated marketing campaign
is necessary in understanding the
needs and expectations of the
customers (Stankevich, 2017).
 It helps in implementing the theories
for taking the customers’ decision
making processes as an advantage
(Azali et al. 2020).

 Twinging is an English tea
marketer of tea and other beverages
based on Andover, Hampshire. It
was launched in 1706 in UK. It is
world’s oldest used logo and
longest standing rate payer. The
varieties are herbal, green, black,
etc. etc. The brand is owned by
Associated British Foods.

 Steeping- In this lose tea s prepare in tea strainer. The strainer is put in cup
and then pour heated water on its leaves. Then, by using tea pot 1-2 tea
spoons per 8oz of water is mixed.
 Brewing- In this the green tea is made by pouring hot fresh water. Then, tea
bags are will be used for brewing process. So, one tea spoon or 1 tea bag is
mixed into fresh water
 Serving – The tea leaves absorb water and becomes moist. It then sinks into
bottom of cup. Thus, leave is sank at bottom.

 Extracts- Green tea is extract by using an enzyme inactivated raw tea leaves to
CTC processing. The leaves are dried until the water content becomes 20 wt. %
or less, and extracting the tea leaves while setting the weight ratio of an
extraction solvent to the tea leaves to be extracted to 30 or less.

 Production
 Growing, harvesting and processing- Here, orthodox method is used for tea making.
In this there are 4 stages that is rolling, oxidation, drying, and withering. In
production process all types of tea that is black, green, etc. are graded and sorted. It is
then separated into batch of same size.
 Import of radioactive Japanese tea- Here, it is found that in sample of green taken
from Japan. A radioactive cesium 137 was found in it. So, it was analysed that tea is
not safe to drink.

 Green tea by country
 Japan- They produce 83000 tons green tea in a year. The variety produced in it
are Matcha, Sencha, Hojicha, etc.
 China- Here, famous green tea produced Longjing, Huangshan Maofeng,
Maojian, Biluochun. They produce 480,00 ton green tea in a year.
 Korea – the Korean leaf tea is common one and Nokcha is flavour in it.

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literature review. Journal of International Business Research and Marketing, 2(6).
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p.6.
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implications. Journal of oral and maxillofacial pathology: JOMFP, 21(1), p.107.
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extract on various parameters in non-alcoholic fatty liver disease patients. Pakistan
journal of medical sciences, 33(4), p.931.
 Assunção, R. and et.al., 2021. Drinking Green Tea: Despite the Risks Due to
Mycotoxins, Is It Possible to Increase the Associated Health Benefits?. Toxins, 13(2),
p.119.
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