Twinings Goes After PG Tips

In the post preceding this, you can see the new Twinings Tea Television Commercial (airing in the UK).  This commercial is part of a new strategy by Twinings to take sales away from PG Tips, the tea market leader in the UK.

In this UK tea war, Twinings will increase its marketing budget 100%. But a bigger change is Twinings moving away from promoting specific products to now promoting the Twinings brand.

All of these changes ar directed at taking sales away from PG Tips as well as Tetley. Regarding the UK Tea market, Twinings has 14% of the tea market (although they have 60% of the speciality market), PG Tips has 25% and Tetley 23% of the market.

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