Comparison of Twining English Breakfast Tea and Yorkshire Tea

This report includes comparison of product, price, place and promotion of Twining English Breakfast Tea and Yorkshire Tea. Both are well established tea brands. Twining English Breakfast Tea have managed to achieve the highest market share in the industry, Yorkshire Tea also have managed to stand strong in competition.

The 4P’s Marketing Mix

Executive Summary
This report includes comparison of product, price, place and promotion of Twining English
Breakfast Tea and Yorkshire Tea. Both are well established tea brands. Twining English
Breakfast Tea have managed to achieve the highest market share in the industry, Yorkshire Tea
also have managed to stand strong in competition.

Table of Contents
The 4P’s Marketing Mix..................................................................................................................1
INTRODUCTION...........................................................................................................................4
Findings...........................................................................................................................................4
Marketing Mix.............................................................................................................................4
STP of Twining English Breakfast Tea and Yorkshire Tea........................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
This study includes analysis of marketing mix of two companies which are twining
English Breakfast Tea and Yorkshire Tea. Twinning English Breakfast Tea is a product of
English Tea and other beverages. The company is based at Andover, Hampshire and was
founded in 1706. The other brand is Yorkshire Tea is a black tea blend was founded in 1977 and
is produced by Taylors of Harrogate. Along with analysis of marketing mix report also includes
STP which means segmentation, targeting and positioning of both of the companies. though both
the companies are working under same industry but these strategy differs on the basis of
objectives of the company and also on the basis of capabilities of companies to serve needs of
particular type of customers which are covered in its target market.
Findings
Marketing Mix
Twining English Breakfast Tea Yorkshire Tea
Product Twining English Breakfast Tea is one of the
most popular brands in tea. This offers
variety of tea products and though company
also offers other products like coffee and
other beverages but its tea is most popular
product of the company (Wu and Li, 2018).
This have managed to gain goodwill and till
now it is one of the most influential and
successful companies. This brand is also
used by countries for their own variety of
tea.
Yorkshire Tea includes Yorkshire Tea,
Yorkshire Tea for hard water,
Yorkshire Gold and Yorkshire Tea
Decaffeinated in its product portfolio.
Price This includes price that company charges
from its customers in exchange of the tea
products. In relation with twining English
In relation with pricing policy of
Yorkshire Tea. Company uses
competitive pricing policy and cost

Breakfast tea this is a premium tea brand.
There are various strategies for the company
to price its products and Twining English
Breakfast Tea uses value policy and cost for
the products of the company. This is high
quality product and this is why customers
perceive high value of the product this is
why Twining English Breakfast Tea prices
its products on the basis of value. Along
with this company also use cost policy and
strategy for the products of the company
(Abril and Rodriguez-Cánovas, 2016). In
this strategy company calculates cost
incurred in its development and then adds
marginal benefit for the company. This is
really important for one of the most valued
company in its industry and strong in
competitive force.
pricing strategy. This is because
perceived value of this brand in
comparison with Twining English
Breakfast Tea (Abril and Rodriguez-
Cánovas, 2016). This is the reason
company uses competitive pricing
strategy. In this company correct data
pricing data of its competitors and on
the basis of that it prices from some of
the competitors price is little higher
and from others the price is little less.
This allows for a competitive pricing
for the company and gives basis to
stand in competition.
Place Place refers to those places and channels
where product of the company are available.
In context of this decision of company
depends on the type and nature of product
and capacity of company to distribute its
product. Twining English Breakfast Tea is
available at various places these includes
channels like stores and Twining stores also
avails tea to customers (Bui, Nguyen and
Pham, 2017). Along with this presently one
of the most important place which has
become online platform and online channels
various online retail websites are selling
Though products and pricing policy of
the company is different from Twining
English Breakfast Tea but in relation
with its place the policy of Yorkshire
Tea is similar to Twining English
Breakfast Tea (Bui, Nguyen and
Pham, 2017). This ensures that its
products are available at retail outlet
and stores which are commonly used
by the products and companies
working in this industry. Other than
this the products of the company are
also available at online channels and

Twining English Breakfast Tea. Through all
these channels company distribute and sell
its products to the customers. Main factors
which are considered for determination of
place for the product is nature of product,
type of company, objectives of the company
and its decision related to growth of
company.
platforms.
Promotion Twining English Breakfast Tea promote
itself from various channels and platforms.
These include traditional form of marketing
and promotion and also modern medium of
marketing and promotion. Company
includes TV advertisement newspaper
advertisement and radio advertisement.
These are effective medium through which
company promote itself to mass people and
at the same time there are various benefits of
traditional marketing and through its
implementation and inclusion in its
promotional strategy (Pomering, 2017).
Along with this company also includes
modern channels like social media and
digital media channels for its promotion.
There are various benefits of modern
marketing and promotional channels like
less cost increased visibility of the company
and through this company can take
advantage of the modern marketing
channels.
For the purpose of promotion the
strategies which are used by the
company is social media marketing
campaign, digital media promotion,
You Tube promotional strategy and
along with traditional medium of
marketing and advertisement
(Pomering, 2017). There are various
benefits of both type of marketing and
through this company enables it to
take advantages of both type of
marketing. Along with these platforms
company also promote its products
through sales promotion strategies like
discounts.

STP of Twining English Breakfast Tea and Yorkshire Tea
Segmentation
This refers to policy and strategy of company in which company segment customers on
various segments. There are various reasons which require company to segment the customer
group this is because all are not interested and in need of the product which company is selling
(Camilleri, 2018). Through segmentation of customer group on various basis company can
further understand that who are the customers which can be target of the company and which
might help company to realize its benefits. Segmentation of customer is done on the following
basis these are-
Demographics- This includes segmentation of customers by age, income, gender, ethnicity,
education status, size and occupation like factors. In this if company segment its customer than
on the basis of age children are not its customers. There are some of the ethnicities where coffee
is primary choice of people and in relation with gender both the genders use tea, size of customer
group for tea is big and occupation is not a significant factor for consideration for Tea industry.
Psychographics- This refers to behavioural part of the customers like their personality and
emotions. This also includes choices, lifestyle, hobbies etc. while segmentation on this basis
company have to consider attitude of customer towards tea and other offerings of the customers.
For collecting data regarding this company may need to undertake practices like interview,
observation and market trends.
Targeting
Company after completion of segmentation of customers in its next process target its
customers. This means which group which have been segmented will be targeted by company to
give its products (Zia and Kumar, 2016).
For the decision regarding targeting of the customers company requires to consider factors like
difference, money, accessible, different benefits and size of the customer group.

The company in this target market which is able to provide high return on investment and which
market is big in size. Along with capacity of company to supply goods and services to the
customers also involved on consideration.
Twinning English Breakfast Tea targets a broad market because of its range of offerings.
This company offers wide range of products which are tea and other products of various types.
Along with tea this company also offers coffee and other products which increase its customers
and market that company target. On the other hand Yorkshire Tea targets that market in which
people are only interested in tea this is because product range of Yorkshire Tea is limited to
various types of Tea.
Positioning
Company once decide to target particular market next step in the process is to position
the product. Company can either position on the basis of value of the product or on the basis of
the price of the product(Andaleeb, 2016). High value of the product requires that company
charges high price for its products and on the other hand price positioning refers to position the
product in market on the basis of its price.
Twining English Breakfast
Tea
Yorkshire Tea
Segmentation This brand includes
demographic and
psychographic segmentation.
This is because product mix of
the company also includes
product choices other than tea.
This segment its market on
both the basis as this brand
includes various type of
varieties of tea products.
Targeting This company includes mix
targeting for its market
(Sestrimska and et.al., 2016).
In this company target
customer group on the basis of
choices and preferences.
Positioning Value based positioning as
one of the oldest tea brand in
the world.
Competitive positioning of the
product in the market on the
basis of price and quality of

the product (Resmini, 2017).
This is how Twining English Breakfast and Yorkshire Tea position themselves in the market.
CONCLUSION
On the basis of discussion which includes comparison of Twining English Breakfast Tea
and Yorkshire Tea it can be concluded that both companies have managed to find a place for
them in the market. Twining English Breakfast Tea is one of the oldest English tea brand on the
other hand Yorkshire Tea provides variety of tea for different type of people to cater their needs.
Both the companies have different type of marketing mix but in this place strategy of both the
companies are similar this is because both the companies are working under same industry and
dealing in the same type of product.
RECOMMANDTION
This report included 4 P’s and their application in Twinning English Breakfast Tea and
Yorkshire Tea. In this context here it is recommended that Twinning English Breakfast Tea is
more successful in application of the marketing mix. Though Yorkshire Tea is also successful
but their product range is limited to Tea and like Twinning English Breakfast Tea, this company
can also increase its product range to increase its market share and customers.
With the use of its goodwill and image of oldest tea brand in the world Twinning English
Breakfast Tea can also improve its marketing mix and increase its reach to international markets.

REFERENCES
Books and Journals
Abril, C. and Rodriguez-Cánovas, B., 2016. Marketing mix effects on private labels brand
equity. European Journal of Management and Business Economics. 25(3). pp.168-175.
Andaleeb, S.S., 2016. Market segmentation, targeting, and positioning. Strategic Marketing
Management in Asia, pp.179-207.
Bui, T.Q., Nguyen, H.V. and Pham, N.T., 2017. The Effects of Selected Marketing Mix
Elements on Customer-Based Brand Equity: The Case of Coffee Chains in
Vietnam. PRIMA: Practices & Research in Marketing. 8(1).
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian
Marketing Journal (AMJ). 25(2). pp.157-165.
Resmini, A., 2017. Prufrock, Malbork, and Yorkshire Tea: a conversation on conversations.
In Italian Information Architecture Summit, Bologna, Italy, 24-25 November, 2017.
Sestrimska, M.Е and et.al., 2016. Self-Organizing Artificial Neural Network a Kohonen to be
Multifactorial Classification of „English Breakfast “Tea, with Different Geographical
Origin of Components.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
Zia, M. and Kumar, N.S., 2016. A Three Dimensional Vertical Differentiation Model:
Implications for Segmentation, Targeting and Positioning. Targeting and Positioning
(April 3, 2016).