Comparison of Twinings English Breakfast Tea and Yorkshire Tea

MG412- PRINCIPLES OF MARKETING

EXECUTIVE SUMMARY
This report has highlighted the difference between two tea provider in the nation that is Twinings
English Breakfast Tea and Yorkshire Tea. 4 P’s of marketing mix are the different basis on
which comparison is being done in the market. Different element of marketing miz is Price,
Product, Promotion and Place. Also report has highlighted the targeted market of both the
company in the market.

Table of Contents
INTRODUCTION...........................................................................................................................4
FINIDINGS.....................................................................................................................................4
Comparison of target markets......................................................................................................4
Evaluation of products and their brand values (Product).............................................................5
Evaluation of pricing strategies used (Price)...............................................................................6
Communication of brands (Promotion).......................................................................................7
CONCLUSION................................................................................................................................7
RECOMMENDATION...................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or
product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and
Place. This report highlights the comparison between Twinings English Breakfast Tea and
Yorkshire Tea on the basis of different element of marketing mix in the market (Hosseini,
Etesaminia, and Jafari, 2016).
FINIDINGS
Comparison of target markets
Before launching any product of service within marketplace, organizations must target their
market and chose the best market segmentation strategies. Here, the comparison between
Twinning’s English Breakfast tea and Yorkshire tea based on their target markets. Twinning
started providing tea more than 300 years ago, it is one of the leading premium tea brand in the
world and in UK. Twinning company can use psychographic segmentation strategies to target
mostly teens and women because they are seeking to fit and healthy. Due to busy life schedule,
female get stressed and they think tea is the best source for freshment, so company target female.
Target market plan is focused on gender and lifestyles which is very essential for firm (Hayat
and et.al., 2019).
On the other hand, Yorkshire organization target market is different with targeting
strategies. This firm use behavior segmentation as strategy to target specific audience for their
product that is Tea. Its main consumers at the minute are wider with ages more than 35% split
equally between female and male. However, firm would like to target 18 to 35 units, which is
something to bear in mind when developing ideas. Company targets these people as target
audience because their buying behavior and preferences get changed according to trends. The
team of people of young age who has a potential to efforts innovative goods that added health
benefits by pulse and cereal in market segment. Furthermore, adults who have a purchasing
potential and seek to try creative goods are becoming target market for pushing Tea
(SHENGNAN and Nedelea, 2019)