The Tea of it all
All about tea while you sip one
The Queen's favorite tea :Â Â Â Â Â Â Â Â
TWININGS
Welcome to Twinings, Queen Elizabeth's favorite tea. Through these articles we will discover who is behind this brand, its ambitions, its vision, how it has faced the covid-19, how it is seen in the world and many other subjects...
Twinings already more than 300 years
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Twinings is the best green tea brand located in England with an experience of more than 300 years, and you should expect them to be good in providing green tea to users.
Twinings is now the bestselling national tea brand that is taking over PG tips for the very first time.
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With over 300 years of experience, innovation work, creativity and expertise in blending and craftsmanship. Tea is a practice that has spanned the centuries, it is part of our habits.
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Tea is consumed from breakfast, to dinner, to evening snacks, at any time and without moderation.
In 1662, tea was officially recognized in England by Catherine of Braganza, the young Portuguese wife of Charles II. She served it to her friend, and it became the fashionable drink from that day on.
In 1684, the Twining family moved from Gloucestershire to London, despite their close ties to the countryside for several centuries. Thomas Twining, age 9, left with them to be the founder of the tea business.
By apprenticing with a London weaver, he learned his father's trade and understood all the mechanics involved.
To become a free man in London, he had to acquire a trade, the key to any future business career. At the age of 26 Thomas Twining became a Freeman in 1701.
Thomas was excited by the possibilities of the growing drink business and saw an opportunity and knew he was on the right track.
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He learned quickly and by 1706, he knew enough and decided to go into business for himself.
In the same year, he decided to buy Tom's Coffee House on the London Strand, which was to become the parent company of Twinings and thus began the world-famous tea business.
At that time, coffee was king, it was difficult to compete with it, but it is not for all that Thomas Twining will stop he was persuaded that the tea was the future.
Twining sold more dry tea than wet tea, but only people worthy of the name could buy it. It is worth noting that in 1707, gunpowder tea was sold at a price close to £160 for 100g in today's money.
In 1717, Thomas had the ingenious idea of buying three houses and turning them into stores to expand his empire. There was no numbering of the houses at that time, but it is this house that bears the number 216 strand, the popular one that exists today. It was the first dry tea and coffee shop in the world.
At the time of his death, Thomas Twining was serving customers with close ties to royalty.
In addition, his son Daniel was the first twin to export the tea brand. In 1749, the twins' tea was sold in America.
Mary Twining was the wife of Daniel, son of Thomas.
In 1762, she took over her husband's business after his death. Having no choice, for ten years she was the leader of the organization.
In 1771, their son Richard took over.
In 1787 Richard Twining chose the logo that you can still see today. Later, Queen Victoria granted Twining her first royal warrant for tea.
In 1910, the Twining's were able to open their first tea store in France, and then the company began opening stores in other countries and went global from there.
In 1933, Twinings launched its first breakfast service in its stores, which made its breakfast known to a large number of people.
In addition, Twinings made its debut in the production of tea bags in 1956.
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Twinings & Nihilent
The digital alliance
Twinings is one of the best known brands in its sector. As a long-lasting company, it adapts to its environment. Given the rapid evolution of our world. Twinings is a company that adapts and that is why it has decided to review its digital strategy. It has entered into a collaboration with Nihilent, an international IT company.
The objective of this collaboration is to create a digital center in India. The company will then provide expertise to the people involved, to help the organization develop its digital capabilities.
The digital center was intended to play an important role.
This is because the company's size and technological capabilities will give the tea manufacturer the ability to meet the global demand for tea in the market. This has already been proven by the company for several centuries until today.
Nihilent is also one of those developing technology companies, and during their partnership with Twining, it was decided that they would work closely together for the benefit of the organization. The technology they use to produce the tea bags, and also the same to prepare their breakfast in their outlets, which will allow more people to know about it. We live in a world where everything is moving very fast, and every day everyone brings new innovations to their products.
Indeed, the collaboration between Nihilent and Twinings is an essential step in their respective development. Nowadays, no organization can afford to miss out on digitalization. The world is getting ahead of business sectors such as banking and cryptocurrency or cinema and straeming.
Therefore, an innovative company is a structure that lasts in time. By remaining in an innovative approach to business, customers multiply and the company takes more market share. The partnership between Nijilent and Twinings means that the services provided by the IT consultancy will add value to Twinings' products and help the company design tea bags and tea products. This equally green approach will ultimately contribute to the company's value propositions, allowing Twinings' staff to think outside the box. Nihilent's design thinking process will also allow Twinings to establish the ideal framework for a wonderful worker experience.
Twinning's behavior towards the Covid-19
During the pandemic, the demand for tea increased dramatically because of the health and wellness message of tea.
Also, because tea provides a sense of satisfaction to its customers. It is worth noting that tea has a therapeutic effect on people in general, it acts to develop the well-being of man. Because of its comforting aspect, the demand for tea has increased during COVID-19.
Obviously, tea sales experienced a significant loss due to this pandemic. However, retail sales in stores and online sales increased during the pandemic due to changes in habits such as driving every morning and skipping breakfast.
Tea consumption continues to grow over the period. Green tea is considered healthy. Its consumption is encouraged by doctors and nutritionists, the medical community, the sports community and tea lovers.
This global pandemic has had a negative effect on our world in terms of misinformation because we didn't know what was true and what was not. We didn't know if tea could protect us from the virus or not. Many studies and analyses were done to show us or not if the virus was resistant to body heat.
In fact, the virus is no longer viable when it reaches over 50 degrees for more than 20 minutes. The problem is that humans cannot reach a body temperature of this magnitude to survive. There was a lot of information out there, so we didn't know what information was right. Even the government didn't know what they were in for.
What is sure is that simple things are coming back into fashion.
Staying with family, playing board games, drinking tea or other hot drinks. Consumption habits changed during the pandemic, we realized that there were many things that were not so important. The simple things came back to the essential.
For example, the cosmetics industry has declined dramatically. The consumption of lipstick dropped dramatically. Things around wellness were noticed to increase their market share, such as playing sports, reading or drinking tea. We had a pandemic that turned the whole world upside down and every industry you can think of. Apart from the delivery service companies and the medical field, these are the sectors that were able to benefit from an increase in turnover.
The virus has had a direct impact on the lives of workers and families in the supply chain. Challenges and difficulties arose during this period, but Twinnings responded in the most urgent way.
They are gaining a better understanding of the challenges communities face and learning how to do things better, anticipate them and support them.
To wit, Twinings has donated food to more than 7,000 families in Sri Lanka and has also sent survival kits. Households in the tea plantations in Assam were able to benefit from this aid.
Twinnings provided three health centers in Malawi, also hand washing and disinfectant stations. They have equipped more than a dozen cardamom buying centers in Guatemala.
More than 3,000 families in Malawi have been educated about Covid-19 prevention and have received local necessities to improve their quality of life. They have provided over 4,800 reusable masks to people in Kenya. The tea company is looking to take action in the various countries where it operates and help the poorest and most needy. While this will not solve all the problems that all of humanity faces in the fight against Covid-19, we will remember that Twinings responded to this epidemic.
It's ALL ABOUT VISION
Twinings a vision on the long-term
Twinings is the world's most popular tea and drinks company. The tea business was started by Thomas Twining in 1706 in London at his tea shop on the Strand.
Today, that store is still as beautiful as ever and that is where they do their business from. The reason for their success is to stay close to their humble roots, and to recognize that their success can only be achieved with great people.
The company is committed to its employees to grow, learn and develop.
What Twinings Ovaltine looks for in its leaders
At Twinings Ovaltine, they need leaders who aim high, who always want to deliver the best results.
They need leaders who inspire people and their teams and who people follow.
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They run their business internationally; they've been working for 300 years, so they have a lot of experience in their profession.
After Thomas, everyone takes leadership with a new focus, his son, his son's wife, his grandchildren, everyone takes responsibility as best they can.
Leadership Development Program
The company runs an international development program where they bring in talented young individuals from around the world. They bring them to England, where they train them. For a week, they work on thinking, leadership activities to help them develop their abilities and skills as future leaders of their company.
It's something they've been doing for 10 years. It's a very developed business. It does a relatively small number of things centrally and developing leadership capabilities for the future is one of those things.
They think there is a benefit to it, not only the development of itself, but more importantly the building of a network of working with people, from different cultures and countries.
A few years ago, they decided it was time to refresh and restart the way we transfer our leadership training.
Visiting The Twinings 216 Strand Was A Great Experience
As a true tea aficionado, I had a lifelong desire to visit a location brimming with tea aroma, one where I could not only smell but also taste various types of tea.
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I was able to fulfil my desire by visiting the Twining 216 Strand flagship store in London, which is located across the street from the Royal Courts of Justice.
Even from the outside, I could tell the place had a rich atmosphere, not only in terms of taste but also in regards to culture.
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As soon as I walked in, the soothing fragrance of tea offered a sensational feeling that is beyond words to describe.
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While walking through the alley, I was surrounded by racks of tea products, which gave me a satisfying feeling.
I especially liked the tea bar where I got to taste various samples of tea, each with its unique colour, flavour and aroma.
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I went during the day, so rays of light streaming through the huge window on the roof illuminated the entire space, giving it an energising appearance.
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Images of the shop from the past provided a nostalgic trip down the memory lane and aided in recognising why Twinings is a segment leader.
The company's rich history was displayed on the wall in the form of portraits, which contributed to the creation of an atmosphere that demonstrated the brand's complete command of its field.
With several gift options featuring the Twinings logo, the wide range of products on display at 216 Strand provided me with the opportunity to take home a souvenir from this 300-year-old brand.
Some of the items were truly gorgeous, and despite the high price, I could hardly resist purchasing them.
This handmade 24K Gold teapot for example was one such item that grabbed my attention.
I enjoyed the attention to detail throughout the shop. Besides this, the ability to taste a variety of tea flavours while attending a series of masterclasses on the six different categories of tea made the experience even more fun-filled.
There were numerous tea flavours and types on display. Some of which even included the ones I had never heard of before.
The combination of white cups placed on the black and brown furniture gave the overall space an upscale feel. It also illustrated that Twining means serious business by exhibiting its authority in the field.
If you're a tea connoisseur like me, the Twinings 216 Strand is heaven for you, providing you with an indulging experience like no other.
TWININGS x DIGIMIND
Digimind is a social networking sites surveillance and competitive intelligence agency that provides statistics on a company's competitive position in the market.
Twinings Tea Company distributes media inspiration through the Digimind web and their website for delectable tea-inspired recipes and information on the current tea trends. History geek who helps others learn everything there is to know about Twining’s history (Omar, Alsufiani, Alshahrany, Alyami, Alzahrani, & Mansouri, 2020).
It develops cutting-edge technology to assist its clients in turning disparate pieces of data into insights that help them comprehend the world as it is.
Has campaign analysis programs that spend more time showing value than adding it. With accurate cognitive analytics, optimize and assess campaign effect and Return on Investment across marketing, customer experience teams, and communications (Bartlmae et al., 2019). With Digimind, Twinings can keep track of trends and inventions, allowing them to be the first to notice weak signals and new trends, allowing them to stay one step ahead of the competition.
The website aids in the discovery of influencers, but with great power comes tremendous responsibility. Find the perfect partners to increase brand exposure and customer engagement, from micro-influencers to essential opinion leaders. It enhances customer insights without the need for mind-reading (Maintz & Zaumseil, 2019). Allows the business to monitor consumer behavior to develop, distinguish, and provide the desired customer experience. It provides competitive intelligence, allowing a company to stay ahead of the competition.
Established comptitors and new entrants can perfect their approach and uncover positioning gaps by using the Digimind website to generate a hive of reliable data, ideas, and statistics. It increases the company's reputation and improves their brand (Al-Weshah, 2017).
It includes measures for determining brand reputation, detecting and anticipating crises, and analyzing brand perception to modify brand strategy.
Twining Tea Company makes it easy for its members to have rapid access to fantastic incentives through their program.
They may update seasonal banners in all standard sizes and newsletters, bestsellers, new product launches, and seasonal promotions regularly, automate product feeds and add exclusive deals, incentives, and coupon codes (Järvinen & Karjaluoto, 2015).
They sell many products online and provide personal support to their clients and employees through the Twinings Associate Team.
REFERENCES
https://la-revue-des-marques.fr/documents/gratuit/55/twinings-pas-de-pause-depuis-300-ans.php
https://doi.org/10.1016/j.indmarman.2015.04.009
https://doi.org/10.1504/ijima.2019.099500
https://doi.org/10.1057/s41270-017-0021-7
https://doi.org/10.1051/e3sconf/201911600006
https://w.media/how-twiningsovo-will-use-digital-infusion-of-nihilent-for-biz-transformation/