Published by MBA Skool Team, Last Updated: October 05, 2017
Marketing Strategy of Yardley analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Yardley marketing mix, help the brand succeed.
Yardley marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Yardley Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Yardley Product Strategy:
The product strategy and mix in Yardley marketing strategy can be explained as follows:
Yardley, a leading cosmetic brand, is a leader in women beauty products and other accessories. As a brand which is more than two centuries old, Yardley has introduced innovation in its products which have kept the brand popular even today. The company has several offerings in its marketing mix product portfolio. Yardley brand has been marketed as a premium brand with the products categorized under mainly three categories – Eau de toilette (lightly scented colognes), Body fragrance and Bath & Body. Each of these categories have various types of natural fragrances available for selection such as Lavender, Rose, Lily, April Violets, Bluebell, Dahlia, Freesia, Daisy, Jade, Kiri, Polaire, Hermina, Ink, Rhodium, Citrus Wood, etc. Other than a wide range of selection of fragrances, Yardley also markets various Body wash, Hand creams, Soaps, Talcum powder and body lotion in several fragrances. The English Lavender has become Yardley’s signature scent in its variety of products.
Image: company website
Yardley Price/Pricing Strategy:
Below is the pricing strategy in Yardley marketing strategy:
Yardley which has been around for more than two centuries, it maintains that their products are of high quality as there is no compromise on the quality of raw materials used which are completely source from United Kingdom only.
As the Yardley brand is targeted at premium and middle segments, the price charged for the products are also higher than other brands. Thus, the premium price is charged to justify the quality and its standards with its Eau de Toilette starting from 10£.
Yardley Place & Distribution Strategy:
Following is the distribution strategy in the Yardley marketing mix:
As Yardley is a global brand, its products are sold in various countries in Asia, Middle East, Australia, Europe, USA, and parts of Africa. This shows its extensive marketing mix place & distribution strategy. Majority of the raw materials are sourced from the UK and 100% of the products are manufactured in the UK itself following a responsible supply chain and manufacturers employed for its products packaging on contract basis. Further, Yardley can be contacted by any trader interested in retailing the Yardley London product range. The products are sold throughout the world majorly through multi-brand retail outlets.
Rest of the sales happens through Yardley owned e-commerce portal and other third-party ecommerce portals which can be accessed through various platforms such as android, iOS, etc.
Yardley Promotion & Advertising Strategy:
The promotional and advertising strategy in the Yardley marketing strategy is as follows:
Yardley spends extensively on its promotion with its logo designed with color gold which signifies royalty, superiority and luxury, thus signifying its legacy. Yardley also maintain good public relations through promotions and sponsorship. The brand is promoted through various marketing channels using print media adverts, television adverts as well as through social media as well. The brand also uses popular celebrities for their product endorsements in various countries with popular actresses and models being the brand ambassadors of Yardley brand. Hence this gives an insight in the Yardley marketing mix.
Yardley or Yardley of London is an international brand which sells various products under cosmetics, fragrances and related toiletries categories and holds two royal warrants in United Kingdom. The company was formally established in the year 1770 by a corporate family – the Cleaver family.
As per the company website, prior to 1770, the Yardley had obtained royal warrant during the reign of King Charles 1 to provide toiletry products to the City of London which had contributed significantly to the initial popularity of the brand. The Yardley, since its formal inception in 1770, has been acquired by various corporate family with current ownership of the Germany, Austria and US business of the brand with Lornamead company, whose parent organization is Li & Fung, while the rest of the Yardley business in Asia, Middle East, Australia, Europe as well as parts of Africa is owned by Consumer Care arm of Wipro Enterprises.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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