Principles of Marketing: Twining's of London Case Study

This assignment explores the marketing strategies of Twining's of London, a centuries-old brand that has adapted to the market using segmentation, targeting, positioning, and the 4 P's. It discusses the brand's dominance in the UK market, target market comparison, and evaluation of the 4 P's. The assignment concludes with recommendations for future improvement and expansion.

PRINCIPLES OF MARKETING

Executive summary
In today’s dynamic market there are a very few constant yet flexible methods to make a product
popular amongst the masses. Marketing strategies plays a very important role in understanding of
a business. This assignment portrays how a centuries old brand is still dominating the market
after its ups and downs by adapting Segmentation, Targeting, Positioning (STP) and 4 P’s like
strategies.
TABLE OF CONTENT
Contents
Findings....................................................................................................................................... 3
Targeting market comparison...................................................................................................3
Evaluate the 4Ps......................................................................................................................4
Conclusion and recommendation................................................................................................5
REFRENCES.............................................................................................................................. 6

Introduction
Every popular brand is backed by extensive market research and effective strategies which takes
years to develop. Principals of marketing are elaborated with the help of a brand Twining’s of
London. Tea being the oldest British brand ,it has a good hold of market in UK and abroad is
selected to overview the strategy (Laczniak and Murphy, 2019).
UK Market is dominated by 5 brands
 PG Tips (Owned by Unilever)
 Tetley (Owned by TATA Tea Ltd)
 Typhoo (owned by the Indian conglomerate Apeejay Surrendra Group)
 Twinings (owned by Associated British Foods)
 Yorkshire Tea (owned by Bettys and Taylors of Harrogate).
Recently Twining has taken over PG Tips by being nation’s best-selling brand of tea.
Findings
Targeting market comparison
Gender bias was perceived to be the winning strategy a decade ago in Tea segment as it was pictured as a
feminine beverage. But as per recent study it is not a deciding factor now a days.
Factors affecting market profile like age, demographics, income, education and social class will be
discussed in the coming paragraphs
Age: Tea aficionados come from all age, race and social classes but the type of tea being consumed
remains different as Twining’s of London produces more than 500 varieties of teas worldwide.
Older population remain loyal towards classics in the likes of Earl Grey, Assam and Darjeeling
on the other hand the younger generation is more inclined towards Green, herbal and fruit teas
(Homburg, Theel, and Hohenberg, 2020).

Personal Income: Twining’s of London is perceived as a quite reputable and luxury brand of
tea. Among its competitors this is one of the leading selling mass produced luxury tea brand.
Therefore, it is imperative that it is placed a little higher on the price list but now after moving its
production to Poland and China the production prices have reduced greatly.
Social Class: Gone are the days when Afternoon tea parties were a part of the affluent lifestyle.
With the progressing generations these colonial barriers were also broken. Twining’s of London
Targets all the consumers with their preference in mind. that’s the only reason that it is investing
so heavily on new innovative products.
Evaluate the 4Ps
Marketing is inseparable from 4 Ps. It is divided into four segments naming
 Promotion
 Price
 Place
 Product
Promotion: Its purpose is to educate people that why and how their product is different and
desired from other products. Twining’s of London is very popular for its campaigns that it has
launched on different instances like “Gets You Back to You” campaign in 2012 when its tea was
considered to be consumed at special occasions only it painted a new picture that its beverage will be the
go to beverage for everyone eventually leading to mass sales all across, “Drink it all in” in 2015 to
change the perspective of its consumers about tea dinking,” From 1706 and beyond” to
highlights its rich heritage and educate its consumers that how it all started and “Cold in ‘fuse” to
launch its ready to drink beverage line in 2018 bringing innovation in beverage industry year by
year (Stubb, Nyström, and Colliander, 2019).
Price: A commodity only reaches its desired target sale only if it is aptly priced among its
competitors. Twining’s of London has changed its approach drastically in terms of pricing
making it more affordable so that it can approach everyone. The most drastic change was
investing in its production facilities in Poland and china which led to reduced production costs. It
has deviated its Luxury tag towards mass approach which has led it to become leader in Tea
segment in UK and abroad markets as tea being a very popular commodity in South East Asia.
Place: Great product in wrong market can’t perform up to its full potential, so it’s imperative
that it should be appropriately placed. The target it to make the product visible in the right
market at right time. Twining’s of London has played this one very smartly with tie ups

numerous brands like British Airways, Costa, Cunard English Heritage and many more not only
increases its product reach but also its brand value being tied up with other international brands.
Product: Great products never fail in the market, it might take some time for them to reach the
top depending upon market condition and marketing strategies. The right formula in making a
perfect product is striking the balance between Price and Quality. Twining’s of London being
the oldest brand in UK market has dominated this segment for quite a while now reaching the
masses all across the globe with its never ending options of affordable yet good quality products.
Innovation on the other hand has been icing on the cake with bringing new consumers to play
(Fine, and Rush, 2018).
Conclusion and recommendation
In a nutshell it can be said that Twining’s of London has been super effective with evolving market
and its new products and that’s the key to a successful venture in 21st century. The brand had a
heritage value attached to it which brought a lot of its consumers but its majority base is its
young consumer who consumes its innovative beverages and has helped the brand reach in the
present state. Scope of improvement is venturing into other new markets as well with their own
traditional beverages infused with Twinings heritage.

REFRENCES
Books & journals
Fine, C. and Rush, E., 2018. “Why does all the girls have to buy pink stuff?” The ethics and
science of the gendered toy marketing debate. Journal of Business Ethics, 149(4),
pp.769-784.
Homburg, C., Theel, M. and Hohenberg, S., 2020. Marketing excellence: nature, measurement,
and investor valuations. Journal of Marketing, 84(4), pp.1-22.
Laczniak, G.R. and Murphy, P.E., 2019. The role of normative marketing ethics. Journal of
Business Research, 95, pp.401-407.
Stubb, C., Nyström, A.G. and Colliander, J., 2019. Influencer marketing. Journal of
Communication Management.