CONTENT

I. GENERAL
II. BRAND IDENTITY
III. JOB TO BE DONE
BUSINESS OBJECTIVES

Revenue = VND 20bil

in the next 2 years.

Tea bag market size

MARKET REVENUE
CONSUMPTION OF BEVERAGE
I. GENERAL
TWININGS: A STORY TO BE PROUD OF
Thomas Twining The Earl Grey Royal Warrant

Twinings creates an exquisite blend at the

request of Earl Grey, who later became
Thomas Twining starts
Prime Minister of the UK. Twinings Earl Grey
selling tea in London
is the only Earl Grey tea endorsed by the
Earls descendants today
Queen Victoria appoints Twinings as an
official Royal Warrant holder. We are
proud to have held Royal Warrants from
every King or Queen since then

Twinings came to Vietnam at September 2016

TWININGS TODAY

Over 115 600 1500

Countries Blends Employees

Twinings makes a range of blends to meet

consumer demands across the world
Category Segmentation
TEA

Dried Tea Fresh Tea Bag Tea RTD Tea Powder Tea

Premium Mainstream Low-tier

>VND30.000/bag VND3.400-8000/bag <VND1.800/bag

Black Oolong Green Flavored

- TWG - Lipton
- Twinings (Classic)
- Twinings - Phc Long
- Dilmad
(Upper- premium) - Cu Tre
- Ahmad
- Ronnefeldt - Cu t
- Cozy
Source of Growth

MORE USERS
FROM
PEOPLE ONCE PEOPLE HAVENT HORECA
TEA LOVER
LIVED OVERSEAS DRANK TEA AS HABIT CHANNEL

- Use tea a - Have used - Millennial age - Coffee shop is

daily drink Twinings when - Reaching to a growing bigger,
- Price is not living abroad more lifestyle living especially milk tea
a big barrier
II. BRAND 6PS
1. POSITIONING
Target Customer

25 40 years old

Work and live in Big cities (HCMC, Hanoi, Danang,)

Class A+ (VND 15 mil and above)

Appreciation for the full lives

Lifestyle living

Tea drinkers

Both traditional and modern

Like Western culture

Delicate
1. POSITIONING
INSIGHT
Ti l H Anh Tun, 33 tui, ang sinh sng v
lm vic ti TP.HCM. Hin ti ti l ch s hu
mt doanh nghip do c nhn ti v cng s
thnh lp. Thi gian lm vic ca ti kh linh
hot, khng b g b 8 ting mi ngy.

Bn cht ti l ngi kh ni tm v khng

thch ni qu nhiu v bn thn. V vy ngoi
thi gian cng vic phi tip xc vi nhiu
ngi, ti thch c nhng giy pht tnh tm
reflect cuc sng, nhm nhi mt tch tr, nghe
mt bn nhc hay.

i khi c i tc hay bn b thn ti vn

phng ring thm mnh, ti cng mun gii
thiu vi h loi tr ngon nh m u cu
chuyn. c bit, brand tr ny phi th hin
c phn no phong cch ca ti.
1. POSITIONING
INSIGHT

Cuc sng cng vic hng ngy c rt nhiu vn cng thng i vi mt ngi tr
hin i. Thnh thong, ti mun ngi yn tnh mt mnh v t thng cho bn thn 1
tch tr m nng thm hng gip ti th gin v enjoy cuc sng hn.
1. POSITIONING
Benefits

FUNCTIONAL BENEFITS EMOTIONAL BENEFITS

- Help people feel

- Conscious relaxed and escapism
- Feel comfortable from stress
- Reduce stress - Feel like living to the
- Quick and convenient fullest
1. POSITIONING
Reason to believe

1. Over 300 years of expertise in tea

2. Royal Warrant and used by British Royal
2. PRODUCT
KEY PRODUCT RANGES IN THE WORLD

The Twinings range architecture

Signature and Origins

Connoisseur
An expert judge in matters of taste Ultimate tea experiences with rare teas,
complex flavours, very high end
packaging

Discovery
Discerning
Having or showing good judgement Finer tea experiences with blends
reimagined in new forms of
packaging and tea leaf

Classics
Premium
The classic Twinings
blends in enhanced
premium packaging
 Classic
TWININGS: CLASSICS Range
Classic
Flavoured Green White Infusions
Black

HORECA channels

To end consumers To end consumers

In Vietnam: Focus on CLASSIC BLACK TEA
REASON TO CHOOSE
Twinings is the most well-known for CLASSIC BLACK TEA
through hundreds of years in over the world
Vietnamese prefer strong tastes
Black tea accounts for the largest market share.
TWININGS: CLASSIC BLACK TEA

Black tea is stronger, bolder and richer than

green tea. A brewed black tea can range in color
from amber to red to dark brown. It typically has
more astringency and bitterness than green tea.
3. PACKAGING (International Edition)
Paper Bag 3D Bag
(loose tea, upper premium
& longer expired date)

Premium & Convenient

3. PACKAGING (International Edition)
Paper Bag

English Breakfast Earl Grey

Used mostly for B2C channels

Darjeeling Tea
3. PACKAGING (International Edition)
3D bag

Used mostly for

B2B channels
Paper box Tin
4. PLACE
Place

B2B B2C
Channel Channel

Corporate
Horeca Retail E-commerce

Hotel Restaurant Coffee MT GT

shop Lazada adayroi

Convenient Super Import &

Export
store market product
store
5. PRICE

36.000/bag

16.000/bag

6.360/bag

3.400/bag
6. PROMOTION
Unique selling Point
1. Over 300 years of expertise in tea
2. Proper tea steeped in tradition, a little taste of Britain.
3. Hong gia Anh v cch thng thc tr

4. Ci P no thy quan trng nht th nn invest vo 2P .