Principles of Marketing: Twining's of London Case Study

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).