In a category in flux, effective segmentation provides a road-map to sustainable growth
Maintaining growth is always a challenge especially in the face of increasingly fierce competition. Twinings had identified a number of market opportunities, and, having collected a wealth of qualitative and quantitative data, Decision Architects developed a consumer segmentation framework that allowed them to locate and ‘size the prize’ and develop a clear plan to capitalise on these opportunities.
Twinings, is an English marketer of tea and other beverages, including coffee, hot chocolate and malt drinks. With turnover over £250m Twinings, owned by Associated British Foods since 1964, is the world’s second largest producer of tea and holds the world’s oldest continually-used company logo.