Eglauf, AndrinaBugmann, Carmen2023-12-222023-12-222019https://irf.fhnw.ch/handle/11654/40718The tea company Twinings is facing challenges concerning consumer retention. Additionally, although Twinings serves a variety of teas, customers associate the brand with only selling black tea. To change these trends and perceptions, Twinings seeks to adapt their content strategy. Their success relies on better understanding tea heavy users, identifying their interests and finding suitable communication channels.en330 - Wirtschaft11 - Studentische Arbeit