Analysis of Twinings Green Tea's Integrated Marketing Campaign

This report provides a comprehensive analysis of Twinings Green Tea's integrated marketing campaign, examining its various strategies across different media channels, including websites, magazines, YouTube advertisements, and traditional media. The report delves into how Twinings targets consumers based on lifestyle preferences and health consciousness, utilizing creative messaging and advertising techniques to influence purchasing decisions and increase brand awareness. It also analyzes the company's use of surveys to understand consumer preferences and provides strategic recommendations for optimizing their marketing efforts, such as refining target audience segmentation, exploring content marketing, and leveraging direct marketing strategies to enhance consumer experience. The report also provides insights into the company's history, production methods, and product varieties, including information on tea processing and the sourcing of green tea from different countries. Furthermore, the report highlights the importance of an integrated marketing approach in understanding customer needs and leveraging consumer decision-making processes for the benefit of the company.

 Studies suggest that the best time to
drink green tea is in the morning
and before the workout session.
Swapping your cup of coffee with
green tea is the best way to kick
start the day.
 These features are explained on
radio as well as television.

 The twinning green tea is
being promoted on websites by
making consumer know about
their features, and quality of
material.
 In this the price on which tea
is made available is also been
given.
 The tea is Blended with
premium quality herbs and
floral these teas have become
very popular with Australian
tea connoisseurs.

 The company promote their
product on You tube through
an Ad.
 There is only a short video
played of 10 seconds giving
description of company
website

 The company promote their
product on magazine.
 It describe product detail
along with price.
 Here, purpose is to target
women and tea drinkers

 This assessment helps in
critical analysis of the findings
and survey.
 It depicts the purchasing
behavior of the customers to
buy Twinings Green Tea.
 Analysis of the products
integrated marketing campaign
is necessary for alignment with
the findings of the survey.

 The company runs advertisements on
You tube which reflect on lifestyle or
health issues (Bartosik-Purgat, 2018)
 These campaigns also help the
company to increase customer
awareness by linking the campaigns
with the lifestyle, cultural and other
preferences of the customers so that
they are attracted towards the product
more.

 They use magazine as a form of their integrated marketing campaign to
influence their decision making process by informing their customers
about benefits of the product (Finne and Grönroos, 2017).
 The catalogues comprise of various Twinings green tea options with a
detailed explanation of their benefits on the health of the customers
 They advertise in traditional media outlets like television and newspaper
which raises brand awareness amongst the consumers.

 The company has used creative dialogs like
“Get you back to you” has helped them to
target the healthy lifestyle choice prevalence
among customers these days (Bucko et al.
2018).
 The company had also used quite effective
marketing skills and has portrayed the
journey of a heroin back to her.
 This mainly helped them to acquire the
attention of female customers who are their
target base.
 The company used animation over realism
for the advertisement as a metaphor.
 This helped the company to target the
feeling and emotions of their female
customer base and also helped to target their
culture.

 targets consumers’ attitudes:
The consumers are being
targeted with the help of
websites, magazines, social
media, newspapers
advertisements.
 In this only those consumers
are taken into consideration who
wanted to follow the healthy life
style and also wanted to
purchase it because of its taste
(Singhal and et.al., 2017).
 It has also been analysed that all
this marketing campaign has
assisted in increasing sales of
the twinning Green tea.

 Twining’s green tea is also known for reducing
excess body fat and acts as a natural weight
reducing agent.
 This is being depicted in their advertisement
from YouTube, social media, magazines and
newspapers.
 It has been analysed that this influences the life
style choices of consumers (Hussain and
Habib-Ur-Rehman, 2017).
 The family whose culture is to follow a healthy
diet makes use of the green tea. The tea is also
being taken to make the consumers healthy.