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Segmentation, Targeting and Positioning
S/M/501. Role of Market Segmentation in Branding of Twinings Tea
- WORDS:
- 2300
- DATE:
- 2009
- PRICE:
- 29.99 GBP
The paper examines the role of market segmentation (MS) in the branding of Twinings tea describing the history of the company and the features of their products and brands. Theoretical approaches to market segmentation are reviewed identifying the principles of MS and the importance of knowing target consumers. The application of the ‘geodemographic' market segmentation by Twinings is analysed highlighting its advantages and disadvantages.
KEYWORDS: Twinings, geodemographic market segmentation, tea branding,
Other Papers On: Twinings
Other Papers On: Segmentation, Targeting and Positioning
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