Comparison of Twinings English Breakfast Tea and Yorkshire Tea

This report highlights the difference between Twinings English Breakfast Tea and Yorkshire Tea based on the 4Ps of marketing mix - Price, Product, Promotion, and Place.

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)

.
Accordant to Mintel, retail market in UK for herbal tea and tea is recently considering
only modest growth, values and volumes sales were each up by as estimated 1 percent in 2008
household % remains high 83 percent of adults drink tea, with majority of tea drinker drinking it
several time.
Evaluation of products and their brand values (Product)
After using Levitt’s model of brand, the comparison between two chosen brands or
products as well as their brand values defined easily. Twining company provide their potential
product to its target market that is English breakfast tea which is quite different from Yorkshine
tea based on their packaging and color scheme.

This product is fully vegetarian, traditional blend of select Assam and Kenyan black tea,
it was originally blended to complement hearty English Breakfast from which their name
derives. The weight of one tea bag inside this package is about 2 grams which is quite enough to
make a single cup of strong tea. The packet of Twining English breakfast tea is created by
utilizing paper and its color is bright red that help to gain the attention of consumers towards
purchasing it. Every product they offer goes through testing and review before they release it to
the world, it define its brand value (Rahman and Kuzminov, 2019).
On the other side, Yorkshire tea also used to provide good quality of product in the
market. They generally used to sell the product which is generally grown in Assam, Sri lanka and
Kenya. They generally used to offer the product in four different varieties, that is Yorkshire Tea
(commonly known as Yorkshire red), Yorkshire Tea of hard water, Yorkshire Gold, Yorkshire
tea Decaffeinated. Not only had that Yorkshire tea also used to offer variety of different range of
product that is cakes, biscuit, fruit loaves as a complement substance of different type of drinking
tea by its parents company. Yorkshire tea generally uses recycled raw material as a packaging
raw material to package different product of the company. They generally used to offer the
product in two to three quantities. Reason behind the same is identified that organization used to
invest good amount of resources toward maintain environmental factor in the organization.
Evaluation of pricing strategies used (Price)
Twinings English Breakfast Tea uses screaming pricing method In the market, In this method
they used to keep the price of the product at higher rate in the initial stage. This strategy is
generally used by the organization in the market to recover the different cost which is incurred
by the company in the production of the company product. As Twinings English Breakfast Tea is
well known for offering good quality of product in the market. Due to the same organization is
also able to earn the good name in the market as well. This eventually helps the company in
attracting the larger number of the consumer toward the product of the company.
At the same time Yorkshire tea in the market used to adopt the penetration pricing
method as the method to price the product of the company in the market. In this method the
organization used to keep the price of the product at lower rate in the initial stage so that larger
number of the consumer can be attracted by the company from the market. In this strategy the
organization used to suffered some sort of loss in the profit margin in the initial stage but at the

same time prove very crucial in getting a good sort of the competitive in terms of serving a good
value to the consumer in the market.
Distribution of brands (Place)
Twinings English Breakfast generally sell the product in the domestic market. They generally
takes helps of both direct as well as indirect channel in the organization to sell the product of the
company in the market. In direct channel, organization used to sell the product of the company
from the own store, situated at many different location in the nation (Davari Farid and et.al.,
2019). To sell the product of the company with the help of indirect channel, organization used to
take help of many different retailer or supermarket chain store situated in the nation. They are
also having relationship with many different restaurant and café in the market. This eventually
helps the company in selling the product in larger or whole sale quantity.
At the same time Yorkshire Tea, used to also, sell the product of the company in domestic
market but they generally used to sell the product of the company with the help of indirect
channel in the market. They generally used to take help of different superstore chain in the
market to sell the product of the company in the market. Assad is the stores which are
partnership with Yorkshire Tea to offer different product of the company in the market (Sudari
and et.al., 2019)
.
Communication of brands (Promotion)
Twinings English Breakfast takes the help of local marketing platform to promote the product of
the company in the market. In this marketing organization used to give different advertisement in
the newspaper. This eventually used to help the company in attracting the eye of targeted market.
Looking at Yorkshire Tea promotional activity it can be said that they also used to promote the
product of the company in the market with the same sort of the promotional platform which are
used by Twinings English Breakfast company as well.
CONCLUSION
After going through the report it has been analyzed that both the cited firm are doing well in the
market in regards of the marketing mix tool which is used by both the firm in the market. By

analysis both the company marketing mix it has been also concluded that Twinings English
Breakfast is doing better in the market as compare to the Yorkshire tea in the market (Ang and
Rusli, 2018). Reason behind the same is that they used to adopt all the strategy at wider level as
compare to Yorkshire tea.
RECOMMENDATION
After going through the report it has been recommended that Yorkshire tea should adopt variety
of different operational management tool in the organization this will help the company in
improving the quality of different product in the market. This will eventually help the company
in getting better opportunity in the market. Also, it has been recommended to Yorkshire tea that
they can also open different outlet in the market, it a way that help company in selling the
product of the company with direct channel in the market. As it can prove crucial in success of
company in the market.

REFERENCES
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from Industrial Sector Peshawar, Pakistan. Sarhad Journal of Management
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INCREASING THE EFFICIENCY OF MARKETING ACTIVITY.
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