An IMC campaign is the best tool to bring this new strategy to the target

consumer. When a recognition seeker sees ads and advertorials in publications

he respects and trusts, he will be convinced to at least checking out the product
and brand. Combined with direct mailings, POS material on shop floors and radio
& TV commercials he cannot but notice Yakult.
The TV copy would start the whole campaign, immediately followed by:
Radio: a wave of several radio commercials that provide a strong positioning for
the brand, emphasizing the key feature of the product.
POS: Helping the consumer remember that he has to pick up his weekly dosage.
Print: Classic advertisements combined with advertorials that quote doctors or
specialists explaining the advantages of using Yakult in a scientific way.
Internet: Start up a testing program where the target audience is selected with a
CRM database. Prospects can use Yakult for a month for free and blog about
their experience or exchange thoughts with other test subjects
Yakult
chooses a more individual image, their consumers use Yakult because they know
it has a positive effect on their body and health and not because they like to drink
it. Another benefit Danone has, is its brand awareness and connection with a wide
array of other products. On top of that Danone is connected with milk, which
immediately gives it the perception of being healthy. A consumer perception,
which is not valid for the whole product portfolio under the Danone brand.
Because the company wanted to increase brand awareness together with a rise in
sales, promotional tools would work best. As mentioned before, the purchase
decision for candy is rarely taken before shoppers enter the shop floor. Creating
visibility with point-of-purchase material combined with a promotion would be the
most sensible tactic in this case. If costs could be held low for the POS and
promotional materials, this could easily be combined with an above the line
implementation like a radio commercial or a guerrilla marketing stunt. Stimulating
brand awareness outside the shop and giving the shopper a reminder with
original material in the shop would be a great way to achieve the objectives set
forth.

e) Rejuvenating the brand

After being briefed by the client, it became clear that the Napoleon needed a new
communication strategy and a rejuvenation to remain profitable. Napoleon had to
enter the mindset of children and their parents, young people and pensioners.

Napoleon sweets wanted again to be a product that everyone of every age can
enjoy. Because the brand still had a nostalgic link with a large audience,
rejuvenation was only a matter of using the brand attributes and product attributes
in a more contemporary and modern setting. Another advantage is the historic
figure of Napoleon, who with his colorful life could function as the core icon for the
whole campaign.
The potential was al there to get the brand back on top in its category and to
achieve the sales and market share target. The only problem was that Pervasco
could not free up a large budget to develop a long and intensive IMC campaign
that covered all aspects. It was up to the advertisement agency to make a strong
media selection combined with economical store floor promotions.

d) The Product
Next to the multifaceted brand, the product itself possesses some strong distinct
features. The round shape combined with the strong color and taste, makes
Napoleon an easy to recognize product. These elements can all be used in a new
strategy, because distinct features make it easier, especially towards a young
audience, to position a product between all the other flashy products.
Next to the visible features, using the product is the real experience and as they
say the proof is in pudding. The hard globe with his soft heart of lemon, orange or
even cappuccino or coffee always surprises the consumer, because he never
knows when exactly the taste is going to kick in. A Napoleon never tastes the
same twice and always has a surprise in store. This last element adds to the
naughtiness. The packaging of Napoleon can be looked at on two levels. The
wrapper around the yellow globes is again a part of the product experience.
People have certain habits when opening one and twisting the bonbon out of the
plastic is actually the beginning of the Napoleon product experience.
The only problem, market research showed, was the overall product. Interviews
pointed out that the packaging is not really attractive to the newly targeted
audiences. It looks fairly traditional and in comparison with other products in the
category it even looks painfully old. To catch the consumers eye in the overload
of impulses on the shop floor, the packaging had to be changed or strong POS
material had to be developed.

c) The brand and its competitors

Napoleon is predominantly active in the subcategory hard candy. Because of low
budgets and a modest market share, the product cannot rely on large shelf
spaces to make itself noticeable to the consumer. Brand awareness is still strong
in audiences between 35 and 55 and the 55 and older, but sees a strong
decrease in audiences younger than 35. These audiences are the biggest
consumers of today or will become the important consumers of tomorrow. It is
important to enter their mindset for the coming years to maintain profitability and
market share.
The brand positions itself as something that is part of the consumers life and
world.

Internet page 52
Conclusion page 53 and 54
5. The future is now : Internet in the IMC
Internet is the perfect integration tool for an IMC campaign. Brands can really
come to life through words, images, movies, forums, games etc At the same
time, it is a tool for gathering information about your consumers by letting them fill

in forms, reviewing products, making their own movies and describing their
product experience.

Infomercial
An infomercial looks like a traditional TV ad, but it contains all the information the
viewer can use to immediately response like a web address, postal address or
telephone number. To be successful a few key elements have to implemented.
Blakeman (Blakeman, 2007:211) proposes following recommendations :
oPlace facts into a storyline that speaks to the targets interests
oBreak down potentially complicated information
oUse a celebrity or expert
oSummarize key features and benefits
oRepeatedly tell the target what to do
oMake ordering easy
oOutline the guarantee or return policy
E-mail
This is the newest form of direct mail. Its more cost effective, faster and can be
done more frequently.
c) Direct Marketing
According to Blakeman (Blakeman, 2007:205) direct marketing is everything that
traditional advertising is not. Direct marketing is the ideal tool to create a one-toone
approach and start a dialogue and interaction with the targeted consumer.
The communication is coordinated and individualized through the use of multiple
media vehicles and databases. These databases contain extensive information
on the past buying history, demographics, psychographics, buying behavior and
geodemographics.
The personalized message that direct marketing brings to the target uses his or
her language register and talks about a topic where he or she shows interest in.
This approach can create an interpersonal relation between client and marketer,
the product and the client. In general traditional advertising requires more time to
create an actual sale, but direct marketing completely cuts out the middle man
and usually generates a quick response. To achieve that response sales
promotions are often offered with coupons, samples or contests.
Direct marketing can also be easily measured, because the reaction of one
person can be tracked from contact to the actual purchase.
Promotional tools are useful tools for any products where the sales team can
prove the key benefit at the point of purchase. Sales promotions are a way to
round an IMC and make the concept complete by reinforcing the other
components. Again everything depends on the product life cycle, new products
work best with coupons, sampling, bonus packs or contests to encourage trial
purchase. A product that has been on the market for a while and is still standing
strong relies on advertising alone and has no real need for sales promotions. A
mature brand on the other hand that sees its interest decrease can use sales
promotions to reinforce its position and get back into the mind of the consumer.
In combination with other IMC components, a mature product ideally starts off
with a bit of PR to announce the renewal of an old brand, next advertising can
build towards increasing awareness and introducing the new image. A coupon
can then be placed in print media or on the internet. Sales promotion works
perfectly with direct mail solutions or free telephone numbers to order a sampling

kit. Promotion should not be used to say what the key benefits are, but to really
show them to the customer.
How can promotions help an IMC campaign?
Blakeman (Blakeman, 2007:232) states the sales promotions are crucial to bring
the customer into contact with the whole IMC. Promotions are an interactive direct
response vehicle that often initiates a one-on-one dialogue with the consumer.
With sampling the product can be tested on site and customers can immediately
give their feedback.

b) Sales or consumer promotions

Clow & Baack (Clow & Baack, 2007) state that sales promotions are used to
create incentives towards the customers of a product. They have to be convinced
to take the final step and go out to make the actual purchase. Advertisements
create interest, excitement and get the customer to the store. Advertising takes
longer to make a sale and has no personal or immediate effect on the individual
consumer. Sales promotions are used to help him make the final decision, but are
also very effective in creating store traffic and building brand loyalty.
In an ad the consumer finds an answer to the question Whats in it for me?, a
promotion communicates Run out and get to the shop now!
Clow & Baack make the distinction between consumer franchise-building
promotions and consumer sales-building promotions. The first increase the brand
awareness and create loyalty towards the promoted brand. Sales-building
promotions are merely used to immediately increase sales instead of building
equity. Discounts and sharp prices are the best tactics to accomplish this
goal.(Clow & Baack, 2007)
Marketers used to shy away from sales promotions out of fear of eroding their
brands, but nowadays sales promotions are valued for their differentiating effect.
Franchise-building promotions make the brand stronger, increase awareness and
loyalty. Sales-building promotions also increase the awareness, but in the long
run they have a negative effect on the brand.
To use sales promotions in an IMC campaign, it is crucial to closely evaluate the
brand positions. In the early stage of the product life cycle the promotions have to
match the advertisements to increase awareness and create trial and additional
purchases. In a later stage the goal has to shift towards brand strengthening,

Blakeman (Blakeman, 2007:152) states that mass media alone cannot build a
relationship with individuals or create dialogue, but instead it works to inform the
target audience and create awareness. This aspect is necessary for an IMC
campaign, but cannot create the IMC effect on its own. A newspaper can also be
used for maintaining brand loyalty, building and sustaining brand image, creating
sales incentives, announcements on product changes or increasing store traffic.
A new trend in newspapers and magazines is the use of advertorials. These are
ads that look like real magazine sections or newspaper articles, which are placed
among the regular editorial content. By some considered as a cunning way of
fooling the reader making him think its an article written by the staff, by others
seen as the new future for ads because they keep the flow going and do not
break up the reading pattern by placing large ads in between articles. American
magazines already contain one or more advertorial in each issue, but also in
Belgium the concept has popped up in several newspapers.

Disadvantages are the lack of targeting, except maybe for the sports and
entertainment pages. Then again the several sections make it possible to
completely skip a certain topic causing the reader to never see the ad. Short

lifespan, poor production quality and the higher cost for color printing make
glamorous ads impossible. Weekend editions on the other hand often contain
glossy magazines that allow luxurious products to be advertised towards the
newspaper reader. Some newspaper decline controversial ads, such as visuals
with half-naked models or offensive copy.

Margazines (page 37),

What role can radio play in an IMC campaign? Blakeman (Blakeman, 2007:171)
considers interaction as the key aspect. Let the audience sing, clap or hum a
tune. That way the message can intrude upon the unconscious whether the ad is
airing or not. Contests, sweep stakes and sponsorships are also ideal tactics to
integrate the message even better.
The combination of radio and newspaper can act very strong, because
implementation can happen fast and is virtually inexpensive compared to other
solutions.
The key benefit, objectives and strategic approach will determine whether radio is
the right component for your IMC campaign. A product that can be brought to the
consumer in story form is extremely suitable for a radio ad. The message gets an
immediate character and spokespersons really come to life through sound. Radio
is the perfect medium for a product-based approach, when going for a consumerbased
tactic radio needs other IMC components to fill in the image.
The excellent fokkie-machine ad made Duval Guillaume played with the idea of
needing coffee to get started in the morning. A large part of the listeners creates a
feeling of intimacy with the radio presenters, because they accompany them in
several moments during the day. This aspect gives radio a high level of credibility.
With local radio stations, the creative teams can play with local elements and
dialects.
The key is to get the message from the short term memory to the long term
memory. This can be achieved by using sound effects, tunes and off course
jingles. Jingles become a part of the collective memory;

Other more traditional options can be considered as well

combining two channels at once. Showing a telephone number can create a onetoone interaction on the phone or communicating the web address can bring the
consumer to the advertisers web page where he is exposed to the brand yet
again. Direct response advertising is immediate, creates a long-term relationship
and can often close a deal when the ad is still running at the same moment.
When considering television for an IMC campaign, it is very important to repeat
the key benefit and project strategy every time. Television also combines perfectly
with radio. The consumer sees the product on the screen and then imagines
himself using it during the radio commercial.
High-Involvement, Information strategy
This strategy requires a long processing time to communicate the negative
motives through extensive information. Print-oriented media seem like the best
option, including the internet.
High-Involvement, transformation strategy

Again, the positive motives here require strong visual content, but in contrast with
the low involvement no high frequency is needed.

Low-involvement, informational
This is the easiest strategy to accomplish in deals of media selection, because
any form of media can be used. Because the motivation is negative, you want the
target to lay off cigarettes; one or two exposures are enough to process the
information.
Low-involvement, transformational
Here the motivation is positive, which requires a strong visual content. Although
the processing time is very short, a high frequency is needed to develop a positive
brand attitude.
Brand recall
Here the biggest concern is the frequency. Television, radio and newspapers are
the best tools to create repetition. Magazines and direct mail are less than ideal
options in this case.
Brand Attitude Strategies (Percy & Elliot, 2007:168)
A consumer gives attention
to communication that best meets their needs and wants. The closer an ad is
seen to the actual purchase, the more powerful it will be. (Clow & Baack,
2007:241) The theory suggests that an ad is wasted on individuals that are not in
the market for that specific product. The biggest difference between the two
concepts is that recency theory states that one moment of exposure is enough to
insure a sale.
According to Percy & Elliot (Percy & Elliot,2007:166) the key to this puzzle is
minimum effective frequency. Minimum effective frequency is the point where an
agency can expect the advertisement to work, the point where the target audience
will have had enough opportunity to process the message successfully. Blakeman
advises that is better to communicate successfully with at least a portion of the
target audience so they go out and buy the product instead of reaching a lot of the
target audience without being able to bring your message successfully.
Clow & Baack quote the theory developed by Herbert Krugman, who states that it
takes a minimum of three exposures for an ad to be effective. Many advertisers
disagree, because they take clutter into account. Clutter also has an effect on the
types of objectives: increasing awareness is much easier than building a brand
image, because grabbing the attention once is easier than holding the interest for
a longer period to make your point about a certain product or service.
The theory that opposes the three-exposure hypothesis is called the recency
theory. The theory suggests that the consumers attention is selective and is
focused on his or her individual needs and wants. (Clow & Baack, 2007:240).
Three-exposure is bad on intrusion value, meaning the ability to intrude upon a
viewer without his or her voluntary attention.

9999999999999999999999999999999
(1) How do we evaluate the effectiveness?

I do not fully agree with the disadvantage of the inability to measure results.
While it is true that PR does not ask the target audience to go out and actually
buy a product, a news article that reviews or covers a certain product has a much
higher credibility than an advertisement. On top of that, getting an article
published about a product costs the advertiser nothing on ad space or production.
The fee for the PR bureau is the only cost.
I have personally witnessed that efficiency and ROI is closely monitored in PR
bureaus. Clippings are gathered of all news content that has been generated by
the PR bureau, but also articles, which are not the result of their database or
contacts. The size of the article is taken in consideration and based on the price
for a one page ad, the value of the article is calculated. That way a PR agency
can show the coverage they generated together with the price of the same space
in advertisement value. I believe that PR will grow in importance with consumers
becoming increasingly more critical and aversive towards advertisement
communications.
Another strength of PR is to create touch points with the core target audience in
trade and topical magazines, but also with the general population through popular
interest articles. I saw a clear example with a technology client, which has a
series of remote controls in its product portfolio. The company had recently
launched a new remote control with which you are able to control all sorts of
devices, ranging from the television set to the amplifier of a hi-fi system.

Situation Analysis
The Market
the company has no direct competition and is therefore the market leader. Even though there is no direct
competitor, our research has shown that there are several indirect ones

price segment of the competitors

research and the achievements of Dr. Budwig, the best quality of flaxseed oil, and the production process up to
the highest standards. All these characteristics make the brand special and stand out among the other brands
labeling flaxseed oil products. The competitive advantage of the brand over the others is undoubtedly the name
of Dr. Budwig. The products under this brand are associated with a highly valuable research, very effective and
popular diet, and the genuineness of the product. However, we need to improve the knowledge of potential
consumers in this area, increase the brand awareness with all its associations to make them fully perceive all the
benefits it pro-vides and eventually purchase the product.

The Companies
Objectives
The marketing communication program will strive not only to concentrate on product benefits but also its brand
heritage the name of the founder Dr. Johanna Budwig. When choosing our communication objectives, we
decided that the main aim of our effort is to create brand awareness and attract 1000 new customers for the
company.

Strategy

Tactics
Action
Control
Conclusion
999999999999999999999999999999999999
ENVIRONMENTAL ANALYSIS
Survey of Information
Economic Factors
The juice consumption in Brazil has increased in recent years. Beverage sales
increased over 20% in seven years. Consumers are increasingly concerned about
healthy eating and fruit juice can be a great ally for a healthy diet. The Brazilian
Association of Industries of Soft Drinks and Non-Alcoholic Beverages (ABIR) made a
survey of the consumption of juices between the years 2002 to 2009. We collected
data consumption of concentrated juices, powdered juices and juices and nectars.
The Ministry of Agriculture, Livestock and Supply (MAPA) classifies the juices
according to the amount of the existing fruit pulp in each product.
According to the survey, there was an increase of 21% between 2002 and 2009, and
in 2009 were sold 1.413 million liters more than 2002. The highlight is the juices and
nectars category, which grew 158.5% in seven years. The powder consumption by
33% juice and juice concentrate had increased by 8%.
Between 2008 and 2009, total consumption of fruit juice increased 1.6%, reaching
the mark of 8,133 million liters of juice. The highlight of 2009 was again to the growth
of juices and nectars, with an increase of almost 9% compared to 2008.
Consumption of processed juices in the country is influenced by the level of income,
substitute goods prices and the level of concern
SWOT analysis of RED BULL in MEXICO
STRENGTHS
Design tin (packing): The design of the can allows differentiate it from other products
by their blue and metallic colors that catch the eye in addition to the cylindrical and
stylized form. Pioneers in the market: With the advantage of having been the first to
explore this market, know the preferences of consumers and have studied the habits
and personalities of the same.
Market positioning: The brand has a well-defined, in Mexico with 70% stake in the
energy drink market positioning.
Marketing Strategy: One of its greatest strengths is the approach to athletes who
practice extreme sports and alternative urban artists and supporting cultural activities
with an innovative and irreverent approach qualities that identify thousands of young
people in the world today.

Strategy reduced wholesale price: On a regular basis we can see that the product in
malls that offer wholesale products, has reduced its price significantly, with prices
ranging from $ 15 to $ 18 pesos.
Brand slogan: One of its greatest strengths since it began was his slogan "Red Bull
gives you wings ..." which despite being short has made | many people identify and
take ownership in their daily lives.
Foray into the market for low calorie drinks: Red Bull proved know your market, to
start marketing his drink low calorie version, mostly aimed at people watching their
weight and shape.
The status of the brand: people who consume Red Bull so generally seeks status,
because its price is not accessible to all.

WEAKNESSES
Controversy and distrust of the effect of its ingredients: Since its market launch, the
health institutions of Mexico (IMSS), have warned that the uncontrolled consumption
can bring kidney problems, heart and circulatory problems and even greater if
consumed with alcohol.
Price: In today's market there are brands that compete with Red Bull, whose price is
lower ranging between $ 14 and $ 18 pesos, while a can of Red Bull cost between $
19 and $ 24 pesos.
THREATS
Problems with the content in Germany: The problem recently faced in the Teutonic
country that left him out of the cola market, finding cocaine in content.
Competition growing: More and more brands competing in the market, as a result of
the success that Red Bull demonstrated, including companies with well-established
distribution channels such as Coca Cola and Pepsi Co. to ensure that your product
reaches around corners of the country and the world.
Mexican consumer market mostly soft: is still very large per capita consumption of
soft drinks, people prefer to drink a soda at a high cost as this. Because for the same
price you get a drink of family size.
OPPORTUNITIES
Change in consumer habits drinks in Mexico and the world: More and more people
choose to consume healthy drinks in place of soda, while Red Bull is not considered
in Mexico even as a healthy drink, you can use this changing habits to gain territory
on the market.
Increasing acceptance of the product: Although undisclosed certain negative effect
on health of consuming Red Bull, more and more people who use it as a result of
anyone close to them had health problems ingesting .

55555555555555555555555555555
888888888888888

The company is a founding member of the Ethical Tea Partnership, April 1 tea brand
group that promotes fair trade policy and oversees the ethical conditions for tea
plantations.
Twinings Nambarrie owns a tea brand based in Belfast (Northern Ireland) has been
active for 140 years. Twinings in April 2008 announced its decision to close the plant
Nambarrie 5 saying it needed to consolidate its manufacturing operations in the UK
to face increased global competition shifting production to China and Poland in late
2011.
Reviews
Despite being a member of the Ethical Tea Partnership, Twinings has been linked to
several ethical and environmental issues, including the classification ECRA worst
environmental coverage, the use of palm oil, the pressures in favor of legislation on
the EU sugar and ownership of subsidiaries in tax havens. In Ethical Consumer
magazine she received a score of 2 out of 20, with 0-4 the range considered very
bad.
Tea brand Twinings (London) presents a promo for lovers of animation, created by
AMV BBDO in the UK in conjunction with the company PSYOP, the plot shows a
woman in a boat, whose course is unknown, surreal and reflective, the music used is
a cover of the song: Wherever You Will Go, the calling group, played by Charlene
Soraia.

Twinings
Twinings is an English tea buyer, based in Andover , Hampshire . The brand is owned by
Associated British Foods . He holds oldest company logo constantly-used in the world and is
the oldest of London payer rate after holding the same premises on the Strand since 1706.

Contents

1 History
2 Ethics
3 Notable members of the Twining family
4 References

5 External links

History
The founder of Twinings was Thomas Twining . He opened his first known Britain tearoom at
216 Strand, London , in 1706; it still works today. The logo of the company, founded in 1787,
is the world's oldest in continuous use.

Holds a royal warrant , Twinings was owned by Associated British Foods since 1964. It sells
a variety of regional and flavored teas such as Lapsang Souchong , Lady Grey and Darjeeling
and infusions , coffee and hot chocolate. The company is associated with Earl Grey tea , tea
infused with bergamot , but it is unclear when the association began, and the importance of
the participation of society with the tea was; Jacksons of Piccadilly , in Originally a Twinings
rival but purchased by Twinings in the 1960s, also have associations with the mixture.
In 2005, Twinings introduced its first generic, non-specialty tea under the brand "Everyday
Tea". In 2006 he began producing a tinned chocolate drink. In 2007, he also launched a
selection of canned coffees on the market.
Twinings owner
The company launched a television commercial at the end of 2011 which featured an
animation of a woman struggling to row a boat in a storm, with the background song "
wherever you go "by Londoner Charlene Soraia . The song reached No. # 3 on the UK
Singles Chart . Twinings said the announcement to explain metaphorically "the hectic life that
women today lead, and how to take only 10 minutes each day to reconnect with oneself can
have such an impact on the rest of your day. "

Ethics
The company is a founding member of the Ethical Tea Partnership , a nonprofit organization
members tea-packing companies that works to monitor and improve the ethical conditions on
tea estates. However, the organization was criticized for its "emphasis on large-scale
producer." And work with all suppliers of packaging and raw materials to ensure decent
working conditions in the supply chain.
Despite this, Twinings is linked to a number of ethical and environmental issues. Criticism
has the worst rating of ECRA and environmental reporting.
The company also aims to improve conditions in the communities of tea in 2011, Twinings
has made a commitment of three years to support a UNICEF initiative to address the
intergenerational cycle of malnutrition among girls and young women in the tea community.
This initiative is being implemented in 15 gardens in Dibrugarh, Assam, in partnership with
the Assam Branch of the Indian Tea Association (ABITA). The project aims to significantly
reduce the prevalence of anemia among adolescent girls and women by addressing the
underlying causes of poor nutrition, supplemented by better education for life skills. The
initiative aims to directly improve the skills of nutrition and life of over 8,000 adolescents in
the region.

Notable members of the Twining family

Elizabeth Twining (1805-1889), botanical illustrator .

Louisa Twining (1820-1912), social reformer
Thomas Twining (1735-1804), classical scholar.

References

External links

British Official website

Canadian Official website
US Official website
Interview with Stephen Twining (September 2006) The Citizen, South Africa

Keywords: Twinings Twinings of London, Twining's, Twinings, 300 Year Celebration tea, tea
Premium Quality in 1706, Christmas Tea
The story of one of the best known brands of tea in London began in 1706, more
than 300 years ago when Thomas Twining opened at 216 Strand's first "living area"
which remains open to this day.
Back then, the most popular drinks in England were coffee, gin and beer. However,
the tea had begun to be imported from China by the East India Company, founded
by Queen Elizabeth, he was becoming a place among wealthy families.
By 1750, after a sharp drop in taxes on tea, it became the most popular drink also
among the working classes.
In 1787, Twinings created its logo, one of the world's oldest in continuous use, and
since 1964 the company is owned by Associated British Foods and is headquartered
in Andover, Hampshire, England. He holds the Royal Warrant, given by the Queen.
As popularly accepted was the first company that developed the blend Earl Grey in
Britain during the reign of Charles Grey, II Conde de Grey, early S XIX, although this
milestone was historically contested by the rival brand Jacksons of Piccadilly, now
owned by Twinings.
Another brand of tea called Nanbarrie was also acquired by Twinings, but was not so
lucky.
Based in Belfast, Northern Ireland, he was active for 140 years, until April 2008
Twinings announced its decision to close this plant saying it needed to consolidate
its manufacturing operations in the UK to face increased global competition , shifting
production to China and Poland in late 2011.
Currently, Twinings teas marketed primarily midrange like Lapsang Souchong, Lady
Grey and Darjeeling. In 2005, he presented his first generic tea under the brand
Everyday Tea. In 2006 he began producing a canned drink chocolate, and in 2007
also launched a selection of canned coffees.
Throughout its history, Twinings was involved in several scandals. Although the
company was a founding member of the Ethical Tea Partnership, a group of brands
of tea that promotes fair trade policy and oversees the ethical conditions for tea
plantations, it was linked over the years with various problems ethical and
environmental factors, including the classification ECRA worst environmental

coverage, the use of palm oil, the pressures for the unjust legislation EU sugar and
ownership of subsidiaries in tax havens.
In Ethical Consumer magazine she received a score of 2 out of 20, with 0-4 the
range considered as "very bad".
The company also was surpassed by trade issues failed to hit, and when he decided
to launch the new version of its precious blend Earl Gray and consumers did not like.
It was supposed to make a "refreshing" blend, but the decision of the company to
alter its mix angered consumers, who assured that the new features of "a touch of
lemon and a touch more bergamot" knew "to dirty water ".
The company came out to defend his new recipe presented as "The Earl Grey" and
said on their official website that "even the Count himself could not imagine how
wonderful to taste your favorite tea".
Unfortunately for Twinings, the consumer response was a resounding "no". Dozens
of unhappy customers left comments on social networks calling the new "horrible"
mix and "unpleasant positively". Some even compare it to the cleaners with lemon
scent and called for "Bring back to the original Twinings Earl Grey".
Then Claire Forster, director of marketing at Twinings, went to the press to defend
the decision of the company. He said sales were "the best ever". But that was not all.
"All products have I evolve to keep up with the tastes of the people in development,"
he said and said:. "We have remained faithful to the original Earl Grey, but a little
more refreshing Each time you change something you can not please to all ". The
famous slogan "the customer is always right" in this case was, to me us ignored.

To improve the marketing communications from the clients point of view, focus should
be put on
matters such as the return on investment, follow-up of the advertising campaign,
efficiency of the
distribution network and the ability to reach the target group of the advertising campaign
(see
figure 18). It is important to acknowledge that a particular improvement suggestion may
concern
and have an effect on one, two or three of the mentioned subjects mentioned above. For
example
if the follow-up of advertising campaigns is improved, it may directly lead to higher
satisfaction as
the decision to sign a contract for an advertising campaign has been reinforced.
It is also valuable to consider that if the different communications mix elements of
advertising,
sales promotion, direct marketing, personal selling, and public relations do not support
one
another and co-exist, the investments and the efforts invested in improving marketing
communications may be lost. As in the functioning of systems, as integrated marketing
communications, the sum is greater than the value of its parts. (Jobber 2004, 416)
By consistently sending valuable brand-related communication to the clientele and
different
interest groups, and by developing communication mix functions on the matters that
require a

higher focus, synergy between marketing communication functions can be achieved.

Currently the
CMG can be seen to exist on the second stage of the marketing communications pyramid
seen in
figure 8, section 3.1.5. The improvement suggestions are crafted with the ambition of
advancing
CMGs marketing communications planning to a level higher in the integrated marketing
communications pyramid (Kitchen and Pelsmacker 2004, 25).