Marketing Mix Analysis of Twinning's English Breakfast Tea and Yorkshire Tea

This report analyzes the marketing mix of Twinning's English Breakfast Tea and Yorkshire Tea, including the comparison of target markets, STP analysis, product mix, price mix, place mix, and promotion mix.

MG412 Principles of
Marketing

Table of Contents
INTRODUCTION...................................................................................................3
Comparison of Target Markets................................................................................................................3
STP..........................................................................................................................................................4
Product Mix.............................................................................................................................................4
Price mix.................................................................................................................................................5
Place mix.................................................................................................................................................5
Promotion mix.........................................................................................................................................5
CONCLUSION........................................................................................................6
REFERENCES........................................................................................................7

INTRODUCTION
Principles of marketing enable deep analysis on all factors which affects the company
sale revenues, marketing efforts for reaching the targeted markets with high efficiency and strong
delivery of company goals. Marketing principles determine the key area which needs to be
covered for high performance goals as an important aspect of business and an innovative
marketing mix model highly attracts customers all over the market share. Twinning’s English
breakfast tea is one of the biggest brand of tea beverages products and services, operating
business with goodwill among customers for maintaining strong quality. Yorskshere is one of the
oldest black tea blends company offering strong high quality beverages to customers around the
country. This report explains the 4ps of marketing mix, the vital services offered by company
brand to customers through innovative products and how packaging, promotional efforts highly
bring competitive edge for company global image. This report explains how these two
companies of same industry has brought huge competition among each other, marketing mix
differences and the various strategies which are highly varying in both brands (Adams,Freitas
and Fontana,2019).
Comparison of Target Markets
 Twinning’s English breakfast tea is one of the biggest brand of UK offering variety of tea
products, coffee drinks and malt drinks to customers around the world. The company has
vast expansion of business services in many countries where it has been able to establish
firm competitive place due to strong goodwill of quality products and services. It has
many extended suppliers in markets of India, where there the varieties of herbal teas,
green and black teas of Twinnings have been highly demanded. It has been largely active
in productively enhancing the reach into untapped countries marketing and delivering
strong quality products to all customers.
 The other brand, Yorkshire is a black tea blend brand emerged in UK from 1977,being
one of the most popular traditional black tea brand sold in country. The target market of
this brand is limited to only Yorkshire and the regional Cities of UK, which highly
prevents the company to gain competitive edge in industry among other competitors. It
offers strong flavors of black tea blends and also has limited products and services for
people to choose from. Marketing in target markets need to be enhanced by bringing in
more innovation business strategies for products and promotional strategies (Chhabra,
2020).
STP
Segmenting: Twinning’s English breakfast tea has segmented market into various sectors of
people who are health conscious and prefer herbal tea, flowers flavor tea such as rose tea,

hibiscus tea which posses huge benefits on body and mental consciousness. Whereas Yorkshire
Tea Company has not focused on diversification factors for segmenting the market share and
also has limited varieties of black tea blends, which negatively impacts the reach of production
standards. Segmenting function will provide the detailed horizons where company can edge all
arenas to enhance productivity, leverage profits and grow inner strength potentialities.
Targeting: Twinning’s English breakfast tea has effectively targeted all customers in various
segments for strong delivery of products services and high quality standards maintenance, which
has enabled high profitability goals completion. Whereas Yorkshire company performance
standards have not been up to marks, which has limited the targeting of customers efficiently into
segmented categories. Strong targeting by plotting down the key functional areas while company
can gain strength in revenue margins, high scale revenue strong customers will able to establish
long term stability (Hokkanen,2019).
Positioning: The positioning factor explains on what parameters company has been able to
position itself in market share and the competitive edge it has achieved in industry. Twinnings
breakfast English tea has positioned itself with strong quality standards of tea products and other
beverages, where brand has achieved large goodwill. Whereas the Yorkshire company has not
been able to position itself as strong brand due to less quality standards, low promotional
activities and limited varieties of tea products (Rajavi, Kushwaha and Steenkamp., 2019).
Product Mix
 Twinning’s English tea products have huge varieties of tea products where fresh natural
ingredients are the main components which make products special and highly demanded
by people. Product quality factor is highly maintained by company where the employees
highly trained to choose fresh tea from farms for segregating them into various herbal
tea, flavors of flowers and many herbs. The variety of breakfast teas offer are highly
soothing in taste and flavors of freshness is highly soothing for tea lovers and people
who wish to choose best quality of tea products. Products are offered in all sorts of
boxes, tea bags and loose forms for ease of customers, company has been strongly
researching for innovative product forms to bring in for competitive position in industry.
 Yorkshire Tea products are highly specialized in offering black tea blends flavors to
customers in form of tea bags and loose packaging which offers high variety for people
to choose from. However the limited products of teas and the flavors have no
specialization to keep an edge of competitive product mix for company, which has
lowered the demand among consumers in market share. The brand has low functionality
in bringing innovative products in the portfolio of products, which affects the presence
of tea products in stores and websites (Hokkanen,2019).
Price mix
 Twinning’s English breakfast offers strong price mix factors for customers to choose
products from all stores and online websites where company management highly focuses

on maintaining moderate price range for all customers’ easy access. The price mix is a
strong element where company aims to gain high competiveness in comparison from
other brands; prices are constructed with strong focus on stability factors (Muninger,
Hammedi and Mahr,2019).
 Yorkshire tea company products have seen large upscale and fall in prices due to
unstable price factors management, which negatively impacts consumers purchasing
behavior. It also affects company reputation on large levels as competitors have high
variety of products and strong pricing range which lowers the sales revenue and
profitability margins on long term basis.
Place mix
 Twinning’s English breakfast tea has large number of suppliers and distribution outlets in
all stores of countries and the management highly focuses on strong availability, easy
access to all products in all corners of stores around cities (Morgan,Whitler Feng and
Chari,2019).The company has maintained strong online presence of websites and
shopping sites for people where they can easily order products and the services are
diversified as according to preferences of customers. Price mix is vital factor of
marketing mix which the company management highly focuses on building strong
strategies for establishing high goodwill among people.
 Yorkshire tea brand on other hand has limited stores in country which has been an
hindrance for reaching new segments of customers in market share and also negatively
impacted sales revenue. The company has also been less active to bring services available
for people who choose to shop from online websites and portals, which ahs highly limited
the market spread among customers.
Promotion mix
 Twinning’s English breakfast tea has strong promotional mix activities where the
company management has segregated the areas where it can establish strong parameters
to reach customers worldwide. The company has various numbers of stores in all
countries which gives it competitive edge among other companies and new entrant of
brands in industry. It has built partnerships with various global brands to enter into
untapped market share with various flavors and benefits of teas offered among customers.
Promotional activities determine the various areas where company can forge ahead in
functional operations and strongly determine the potentialities to reach large scale
enhanced customers segments (Na,Kang and Jeong,2019).
 The brand highly believes in investing for promotional services of all products and
services through websites where customers can give their feedbacks. Product grievances
are strongly delivered by company management and the customers can reach out to brand
websites for choosing products and choose from various varieties.
 Yorkshire Tea Company on other hand has been less active on social platforms and
websites in delivering high quality products and services to customers. The promotional

activities are not built with innovation business model, which has limited its growth
potentials into business areas. The company has slow marketing and promotional service
es which disconnects public who choose to purchase from online shopping portals.
Customer satisfaction services have been very slow and unattractive in reaching
expectations of people desires. Promotional activities need to be enhanced and strongly
developed with new strategies, through which brand can enter into new segments of
customers (Pantano,Priporas and Migliano,2019).
CONCLUSION
This report can be concluded with detailed explanation on all 4 factors of marketing mix
which are place, price, product and promotion mix and the key strategies which will enable
companies to gain competitive strength in market share. It concludes the effective targeting,
segmenting and positioning factors of business functions which highly helps company to position
itself with strong customer satisfaction services and high quality in reaching company set goals.
This report concludes Twinning English breakfast Tea Company working structure in
comparison to Yorkshire tea on context of marketing mix factors which explain the key arenas of
strengths and weaknesses. It concludes the various promotional activities necessary for strong
positioning in market place and the vital importance in dynamic business world.

REFERENCES
Books and Journals
Adams, P., Freitas, I. M. B. and Fontana, R., 2019. Strategic orientation, innovation performance
and the moderating influence of marketing management. Journal of Business
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Chhabra, S., 2020. Mutual Fund: Marketing Mix and Promotional Strategies. In Foreign Direct
Investments: Concepts, Methodologies, Tools, and Applications (pp. 210-224). IGI
Global.
Hokkanen, S., 2019. Integrating project management into go-to market strategy development.
Morgan, N. A., Whitler, K. A., Feng, H. and Chari, S., 2019. Research in marketing
strategy. Journal of the Academy of Marketing Science. 47(1). pp.4-29.
Muninger, M. I., Hammedi, W. and Mahr, D., 2019. The value of social media for innovation: A
capability perspective. Journal of Business Research, 95. pp.116-127.
Na, Y. K., Kang, S. and Jeong, H. Y., 2019. The effect of market orientation on performance of
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Pantano, E., Priporas, C. V. and Migliano, G., 2019. Reshaping traditional marketing mix to
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Rajavi, K., Kushwaha, T. and Steenkamp, J. B. E., 2019. In Brands We Trust? A Multicategory,
Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-
Mix Activities. Journal of Consumer Research. 46(4). pp.651-670.