This document discusses Twinings' entry into the Indian tea market in 1997 and its growth since then. It introduced premium tea brands like Earl Grey which created a new super-premium market segment. Twinings now enjoys a 35% market share, competing against brands like Tetley and HUL. The document discusses strategies for Twinings to further expand in India, like introducing green tea and targeting the health-conscious segment.

1. Abe
Aparna
Riya
Midhun
Tamannas
Deepak
CASE STUDY ON

2. INTRODUCTION
Thomas Twining, went against the tide to share his love of tea
His passion turned a little-known drink into the nation’s favorite
hot beverage
He started selling tea from his coffee house on London's
Strand, promising only to sell the finest qualities and varieties
His pledge soon won him (and his tea) lots of fans - including
Jane Austen and Charles II

3. TWININGS IN INDIA
 The Indian headquarters are located in Gurgaon, Haryana, and
the factory is located in Kolkata
 Twinings first ventured into the Indian market with its Earl
Grey, Lemon, English Breakfast and Darjeeling blends in 1997
 Today, Twinings India offers over 15 flavours in the Premium
Black Tea, Green Tea, Herbal & Fruit Infusions categories
 Enjoy a sizable market share in the premium teabag category
in modern trade as one of the leading players in the teabag
industry in India today

4.  UK based premium tea market entered India in 1997
 Created super-premium market, turnover Rs 200cr
 Premium segment 10% & super-premium 5% (5 years
back)
 Presently 20% market is in premium segment with
Rs 4200 cr
SYNOPSIS OF CASE

5.  Competitors : Dargeeling tea, Assam tea and tea
bags
 35% market share ahead of Tetley and HUL
 Tetley and HUL introduced flavoured tea to compete
with Twinings
 To enter super-premium market Twinings introduced
Green tea with medical value
CONTD…

6.  Coffee , Tea or Twinings
 Competitors – Tetley, Dilmah, HUL
 Strategies to introduce TWININGS among youth and
rich class
 Possible to introduce in high class consumer market
ISSUE

7.  MARKET SEGMENTATION :
 it is the process of dividing potential users into
categories to pinpoint characteristics that influence
purchasing.
 it allows companies to develop marketing and
advertising campaign that appeal to those who are
most likely to make a purchase
THEORY RELEVANT TO CASE

8.  BENEFIT: it allows business to gear their marketing
efforts towards consumers who would most benefit
from their product and services.
 METHOD: Marketing research such as survey and
interview
 FUNCTION: Target market segmentation allows
company differentiate itself from its competitors and
carry out a niche.
 CONSIDERATION: If your target market is too small ,
you may have to expand your marketing efforts to
reach more potential customer.
MARKET SEGMENTATION

9.  Strategy formulation refers to the process of choosing the
most appropriate course of action for the realization of
organizational goals and objective and there by achieving the
organizational vision.
 STEPS:
o Setting Organizations’ Objective
o Evaluating the Organizational Environment
o Setting Quantitative Targets
o Aiming in context with the divisional plans
o Performance analysis
o Choice of strategy
STRATEGY FORMULATION

10.  Strategy implementation is the translation of chosen strategy
into Organizational action so as to achieve strategic goals and
objective.
 STEPS:
o Developing an organization having potential of carrying out
strategy successfully.
o Disbursement of abundant resource to strategy-essential
activities.
o Creating strategy-encouraging policies
o Employing best policies and programs for constant
improvement
o Linking reward structure to accomplishment of results
o Making use of strategic leadership.
STRATEGY IMPLEMENTATION

11.  Premium pricing is the practice of keeping the price
of a product or service artificially high in order to
encourage favorable perceptions among buyers
, based solely on the price. The practice is intended
to exploit the tendency for buyers to assume that
expensive items enjoy an exceptional reputation or
represent exceptional reputation or represent
exceptional quality and distinction.
 A premium pricing strategy involves setting the price
of a product higher than similar product. This
strategy is also called as skim pricing.
PRICE SKIMMING

12.  Not necessary that youngsters especially students
will accept the taste of such flavours
 Majority of student community will be reluctant to
consume premium tea
POINTS FOR DISCUSSION

13.  These green tea variants are best-suited for health-
conscious people with rich antioxidants and low
calories
 Green tea range brands will be targeting the
potential health foods segment
 "These refreshing flavours help in hydrating the
body, thus giving an energised feeling
LEARNING POINTS

14.  Advertise with brand ambassadors just for the
promotion of new product.
 Include TWININGS in the menu of Premium Hotels
and Restaurants
 Start premium cafeteria with the brand name
TWININGS
RECOMMENDED STRATEGIES

15.  Redesign packet looking
luxurious.
 Make contract with Railways and Airways to offer tea
in First class
 Provide TWININGS Green Tea in VIP cabin on Cricket
match
CONTD…

16. CONTD…
 Sponsor tea bag for premium conference and board
meetings
 Provide sachets and tea bags in Premium Health
Club
 Doctors can advice Twinings green tea to patients

17.  Twinings will be successful if green tea attracts
targeted youngsters to premium tea drinking
 According to a company statement, these green tea
variants are best-suited for health-conscious people
with rich antioxidants and low calories
 The company also said that its green tea range brands
will be targeting the potential health foods segment
CONCLUSION

18.  http://twiningsindia.com/twinings.html
 http://www.indiainfoline.com/Markets/News/Twinin
gs-Tea-launches-Earl-Grey-Green-Tea/4837091798
 http://news.alibaba.com/article/detail/food/10014
8830-1-twinings-launches-two-new-flavours.html
 http://www.managementstudyguid.com/strategy-
formulation-process.html
BIBLIOGRAPHY

19. THANK YOU