Strategic Marketing Plan for Yorkshire Tea

Coursework 1
Strategic Marketing Report
Company: Yorkshire Tea

Executive Summary
The following report demonstrates the strategic marketing plan developed by Yorkshire
Tea. The report depicts that Yorkshire Tea is the 3rd largest tea brand within the
bounds of the UK. This brand is facing competition frombrands like PG Tips, Tetley,
Pukka, Clippers, etc. Currently, the brand is targeting youngsters and the old
generation. Over time, the brand is considering to grab the attention of school kids by
coming up with different flavours of the iced tea. This is mainly aimed at gaining the
attention of new prospective customers and establishing a strong and loyal base of
individuals who are not willing to shift to alternate brands.
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Contents
Executive Summary......................................................................................................................1
Introduction.....................................................................................................................................3
Market Analysis.............................................................................................................................3
a. Market Size.......................................................................................................................3
b. Competitor analysis........................................................................................................6
c. Micro and macro-economic forces impacting organisation......................................6
d. Customer analysis...........................................................................................................8
e. Stakeholder analysis.......................................................................................................9
Key marketing objectives...........................................................................................................10
Campaign Strategy.....................................................................................................................11
f. Strategic goal..................................................................................................................11
g. Market opportunities.....................................................................................................11
h. Target Audience............................................................................................................11
i. General campaign messaging......................................................................................11
Strategy implementation (tactics).............................................................................................12
g. RACE Model...................................................................................................................12
Marketing Roll-Out Plan.............................................................................................................14
a) Channels to be used.....................................................................................................14
b) Budget.............................................................................................................................16
c) Gantt Chart.....................................................................................................................16
KPI........................................................................................................................................17
Conclusion....................................................................................................................................17
Recommendations......................................................................................................................17
References...................................................................................................................................18
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Introduction
Strategic marketing implies how organisations efficaciously differentiate them
from their competitors through capitalisation of their strengths by rendering consistent
value to their customers. The following report presents a strategic marketing plan for
Yorkshire Tea. Now, Yorkshire Tea is a well renowned black tea brand of the United
Kingdom. This brand is mainly owned by Bettys and Taylors of Harrogate. The strategic
marketing plan of the respective brand includes market analysis, key marketing
objectives, campaign strategy, and tactical strategy implementation. Lastly, inferences
are drawn based on the plan and consequently, recommendations are provided.
Market Analysis
a. Market Size
Yorkshire Tea is a popular brand that undergoes blending by the virtue of usage of
the black tea variants, specially imported from Kenya as well as Sri Lanka. Presently,
Yorkshire Tea is sold in 5 blends in several outlets inclusive of 6 organisation owned
and operated team rooms spread across the bounds of the United Kingdom. The brand
produces over 5 million teabags every year.
As per the analysis of the above figure, it can be stated that Yorkshire Tea, over
time, has gained the 3rd position in terms of the largest tea brands within the bounds of
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