Yardley Marketing: Analysis, Competitor Comparison & Plan

This report provides a comprehensive analysis of Yardley's marketing strategies, including a comparison with its major competitor, Body Shop, using the marketing mix framework. It evaluates Yardley's product, price, place, promotion, people, process, and physical evidence strategies against Body Shop's approach. Furthermore, the report formulates a detailed marketing plan for Yardley, outlining the company overview, vision, mission, strategic objectives, and SWOT analysis. The marketing plan includes segmentation, targeting, and positioning (STP) strategies, as well as a revised marketing mix tailored to enhance Yardley's brand awareness and market presence, particularly through the opening of a new store in London. Finally, the report emphasizes the importance of monitoring and controlling mechanisms to ensure the successful implementation and continuous improvement of the marketing plan. Desklib offers a wealth of resources, including past papers and solved assignments, to support students in their academic endeavors.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in ppt........................................................................................................................3
TASK 2............................................................................................................................................3
P3 Comparing the marketing mix strategies of YARDLEY with its major competitor........3
TASK 4............................................................................................................................................6
P4 Formulating a marketing plan for YARDLEY.................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an activity which is undertaken by organisation in order to spread word
about their offerings and promoting the buying or selling. Marketing phenomena includes
various actions and activities such as, market research, promotion, selling and delivering of
products or services to end user. In this assignment, all concepts of marketing is analysed and
evaluated. The different roles and responsibilities, marketing function performs are highlighted
along with showing interrelationships with other functional units of organisation. Furthermore,
the marketing mix tool is use to analyse various strategies of company by which they survive in
marketplace and comparison is shown. After thoroughly examining all above factors a marketing
plan is developed for the entity (Perreault, 2018). For this report, YARDLEY is chosen which is
a British company situated in London, UK. YARDLEY London, is one of the oldest organisation
of its kind which is dealing in cosmetic and fragrances products. The company was established in
1770 by William Yardley.
TASK 1
Covered in ppt
TASK 2
P3 Comparing the marketing mix strategies of YARDLEY with its major competitor
BAISI YARDLEY BODY SHOP
PRODUCT The first element is product which
is offered by company to public.
The product strategy of
YARDLEY is they offer women
beauty and cosmetic items, also
some other accessories. The
company believes in innovation
and this is the key factor, their
innovative products are reason
behind their survival in industry
from so many years and attaining
Body Shop is an internationally
known firm which serves large
number of products to people and
have huge product line. In other
words, it has diversified product
portfolio including products for
different skin types such as dry,
oily and sensitive.

success.
PRICE The company is in marketplace
from last two centuries serving best
quality goods to consumers. Aim of
YARDLEY is to serve the
premium quality products for
which they acquire raw material
from UK. The cost of producing
and distributing goods is high as
therefore, pricing strategy of
YARDLEY is also high. The
targeted sector of the brand are
women or females belonging to
higher or medium class families of
society (Bünte, 2018).
The main target group for which
Body Shop is developing goods are
women. They use organic material
or ingredients which are helpful for
skin and also, very less harmful for
environment. This impacts on the
costs of products increasing it,
which is why they have premium
pricing policy making customers
base concentrated on the higher
income group.
PLACE YARDLEY is a global brand
serving to worldwide customers
and having its presence in various
countries. Recently, in past few
years company moved its
operations and stepped into Indian
marketplace. Therefore, the
marketplace and distribution
channels of entity are huge serving
to larger market share and easily
accessibly by potential buyers and
interested customers.
Body Shop has around 9000 outlets
by which they make sales and also
through online application.
Therefore, they have good
presence in different places also, it
has good international presence,
having operations nearly in 66
countries.
PROMOTION This elements reflects the unique
ideas and methods which are
undertaken by organisations.
Body Shop use different
promotional tools for spreading
word about their brand and their

YARDLEY is investing huge
amount in making promotional
plans and effectively performing
them. The company builds and
maintain good relations with the
public and other related parties
through promotions. They make
contract with popular celebrities to
be represent their brand through
advertisements and other branding
procedures.
offerings. They advertise mostly
through fashion magazines and
social media acquiring attention of
higher class people and celebrities.
PEOPLE This component concentrates on
employees of the organisation
skilled or unskilled. Workforce of
company are the key resource as
they execute all the plan and
strategies which are developed by
management in order to achieve all
organisational goals. The staff
which is hired by YARDLEY are
skilled and hold utmost expertise as
the main purpose of company is to
provide best quality of goods to
their customers. HR department of
company also make sure to conduct
training and developing sessions
for updating the knowledge of their
personnels.
Employees of Body Shop are
experts and hired through very
strict and complex recruiting and
selecting process (Kuntonbutr,
2019). The employees are required
to be knowledgable and
environment friendly. This is
because company focus on keeping
their operations eco-friendly in
order to posses no harm to
environment.
PROCESS This factors discuss about the
processes and ways by which entity
There are two areas in which Body
Shop have their processes. One is

runs and performs their tasks for
smooth running of operations.
YARDLEY has very strict
processes which management make
sure that everybody follow in order
to serve clients with best cosmetics
in relation with fulfilling their
desires.
in their stores for running them
properly and make sales to earn
profit. Also, another process is
which is in place is for their online
sales through online applications.
PHYSICAL
EVIDENCE
This is factor is concerned about
the presence of entity in market and
activities they perform for making
better influence on the external
parties. YARDLEY has its store in
different locations but they are few
in number (Okumus and Cetin,
2018). The company mostly deals
through other supermarkets and by
making sales online. Otherwise, all
promotional methods which are
used by YARDLEY works as
evidence for the company making
effective presence in marketplace.
The online applications, physical
stores, advertisement in magazines,
packages of the company with their
logo and other actions which Body
Shop performs serves as physical
evidence of entity. Also, Body
Shop takes part in various
campaigns for saving environment
and animal protection this is
another evidence served by
company of its presence in market.
TASK 4
P4 Formulating a marketing plan for YARDLEY
Company overview
YARDLEY London, is a British company and one of the oldest of it kind dealing in cosmetics
industry from 1770. Since, company is established it mainly deals in producing soaps and
perfumes. YARDLEY is one of the major global player in cosmetic sector operating from past

two centuries. The main target segment is women or basically females, also those who belongs to
higher class society as premium pricing strategy is used by company.
Vision
YARDLEY London is a very old organisation and operating since 1770, from then the
vision statement of company is to be innovative and serve quality product to their customers. The
five factors on which company concentrates on are Quality, Heritage, Englishness, Natural and
Trust. These are the values which influence everything YARDLEY is doing and all the activities
they are performing for producing their products and services.
Mission
The mission statement of YARDLEY focuses on keeping their employees at priority in
order to keep them satisfied. Also, another aim of company is to make appropriate and potential
use of resources available to it.
Strategic objectives
 Keeping the same legacy of luxury going on.
 Innovating and development of better goods.
 Generating and enhancing brand awareness in public.
 Building healthy relations with customers and other parties.
 Implementing better promotional plans and creation of busienss.
SWOT
STRENGHTS WEAKNESSES
 The quality goods served by company.
Innovative and creative goods produced
for need satisfaction of consumers and
attaining competitive advantage
(Uncles, 2018).
 The company has very few outlets and
low physical presence which is its
biggest weakness and affecting the
business.
OPPORTUNITIES THREATS
 Expansion into new potential market by
using market and product development
strategy.
 Potential threat for every organisation
is the increasing competition and
regular changing market environment.

Strategy
YARDLEY London, is operating in various countries serving to worldwide customers
but through other supermarkets or retail stores. The company do not have their outlets in other
countries. This is a potential weakness of YARDLEY and to overcome this and enhancing
brands awareness and presence a new store is being opened in LONDON. Through this store the
company will be selling all of its offerings and being accessibly by customers easily.
STP Segmentation strategy refers to dividing the market into small groups who having the
same features or characteristics. This segmentation of market into small divisions will
enable company to select their target market according to their needs and the offering of
organisation. YARDLEY is segmenting its market by demographic characteristics in
which factors such as age and gender are considered (Pooler, 2018). Targeting takes place once segmentation is completed and market is divided, now one or
two groups are being selected by organisation according to their offering and its
suitability. YARDLEY has targeted the upper middle class and higher class females who
can buy their goods due to the premium pricing policy. Also, those individuals who are
skin conscious are attracted too.
 Positioning strategy can be defined as the manner in which company place its products
into external environment. Positioning plan will include promotional actions and the
methods used for spreading awareness. New store is being opened therefore, social media
and digitalisation tools are mostly used by YARDLEY.
Marketing mix Product which are offered by YARDLEY in their new store are same the addition which
are made are in services. As new outlet is opened a executive is appointed for giving the
demo of products to visitors and assisting customers know the correct application of
cosmetics. Also better customer service is provided. Price are the rates charged by the company for the products and no change is done in
pricing policy. YARDLEY still targets the upper class section of society and their prices
are high (Bauer, 2018). Place refers to distribution channel and this has increased. YARDLEY was earlier
making sales through online application and retail stores and now a new store is opened

and after the success of this company is planning to few more showrooms in other
locations. Promotion are done through several social media handles and by making more effective
and attractive advertisements by using digital tools. Also, magazines are used for serving
adds and attractive pictures of showroom.
 People are hired and appointed who are experts in making sales an convincing customers
and turning them into potential buyers. Training and orientation are also provided to them
in order to inform them about the company.
 New process is developed and introduced for running the store smoothly which is
different from operating online application orders or retail orders (Eletxigerra, Barrutia
and Echebarria, 2018).
 Store itself served as Physical Evidence along with the packages and bags in which
company packs the products and in which customers carry them.
Monitoring and Controlling
This is a action which needs to be taken by organisation in order to seek knowledge about
the outcomes which they received by implementing changes in the company, its way of working
and inn other sections. For monitoring YARDLEY can ask for feedbacks from customers who
are visiting store, in which they specifically ask customer about their suggestion in order to make
their store more effective. Also, through feedbacks company will gather more information about
the market and their expectations from the entity (Wilson, McCabe and Smith, 2018). In order to
take controlling measure, YARDLEY marketing team will consider the feedback comments and
make changes accordingly for making it more according to the expectations of people.
Moreover, regular training and development secessions will be conducted for updating new staff
and making them work more efficiently.
CONCLUSION
The above repost is based on the marketing strategies and action which are performed by
the marketing managers or team within an organisation. Marketing is an essential tool and a very
crucial task playing vital role in every organisation. The roles which marketing departments play
are unique and productive for company as it enhances the revenue and ultimately profits of an
entity. Marketing departments work interlinks with activities of other function depending on one
another and serving best outcomes to the organisation. Marketing mix framework is another

essential technique which assist company to move towards success and profit making if proper
strategies are formulated.

REFERENCES
Books and Journals
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