Strategic Marketing Report: Yorkshire Tea - Campaign Strategies

This report provides a comprehensive strategic marketing analysis of Yorkshire Tea. It begins with an introduction to strategic management and then delves into market analysis, including market size, competitor analysis, and macro-micro economic factors using PESTLE analysis. A SWOT analysis is also included, along with customer and stakeholder analysis. The report then outlines a campaign strategy, detailing strategic goals, marketing opportunities, and the target audience. The second part of the report covers the marketing and communication mix, examining product, price, place, and promotion strategies. The RACE model (Reach, Act, Convert, Engage) is applied to develop a digital marketing plan. Finally, the report includes budget assumptions and discusses key performance indicators, providing a complete overview of Yorkshire Tea's marketing approach.

STRATEGIC MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1........................................................................................................................................................3
Campaign strategy ......................................................................................................................6
2........................................................................................................................................................7
Marketing and communication mix.............................................................................................7
CONCLUSION..............................................................................................................................11

INTRODUCTION
Strategic Management is a bundle of decisions that a manager has to undertake for the
firm's performance. It is the concept of identification, implementation, and management, of the
strategies, that managers carried out for achievement of goals, tagetes, and objectives of the
organization (Ansoff, and et.al., 2018). This report shows internal analysis which looks on
strengths and weaknesses of business, and external analysis of market which shows businesses
environment that affect our business. In this report we applied brief campaign strategies with
using Race Model strategic implementation and also used marketing roll out plan, budget
assumptions and key performance indicator.
MAIN BODY.
1.
Market Analysis-
Market size-
The market size of Yorkshire Tea is very large and it is black tea blend and most popular
traditional product sold in UK. Yorkshire is competing with the British-owned Tata and Unilever
and most occurs a position of most famous tea brand in UK which is overtaking Typhoo and
Twinings (Resmini, 2017). The Yorkshire brand will be extended their business by providing
different tea brands. Its a larger selling tea blend firm and occurs huge market size compare with
the competitors. While researching the entire industry it has been identified that the company
market share will increase to grow overtime.
Competitors analysis-
Due to Covid-19 the company has decrease their income as its having an impact towards the
company revenue by 0.2% (Li and et.al., 2020). while analysing the competition between
Yorkshire tea and PG tips marketing mix strategy is to be followed to identify the quality of the
products and services they are providing by studying four p's of marketing.
Product- The PG tips include various tea for consumers whereas Yorkshire is popular for black
tea blend product.
Price- The PG tips use the competitive pricing strategy whereas Yorkshire follow the penetration
pricing strategy to cover huge marketplace.

Place- PG tips distribute their products by using online and offline platform however Yorkshire
deal with customers on physical stores.
Promotion- The PG tips use various techniques to promote their products by using the digital
marketing as well as sales promotion however the Yorkshire company promote their product
through digital marketing as well as by advertising.
Macro-Micro economic factors affecting the organization-
PESTLE Analysis-
Political Factor-
 Political Stability
 Relatively fair with the
public having huge
influence on the
workings.
Economical Factor-
 Inflation rate are
favourable (Perera,
2017)
Social factor-
 Income distribution
 On-trends products of
tea
Technological factor-
 Internet technology
 Quality innovation
skills
Legal Factor-
 Tax policies
 Consumer protection
act
 Employment laws
Environmental factor-
 Corporate social
responsibility
SWOT Analysis-
Strength--
 Quality of product
 the largest tea production firm (Vlados, 2019)
Weaknesses-
 Online shopping
 Uncreative in products developing
Opportunities-
 Develop online business due to Covid-19
 Bringing new flavours of tea for customers
Threat-

 Trust of consumers
 Competition arises in domestic and global region
Customers analyse-
The study of customers can be done by the STP model. As the Yorkshire tea company select the
demographic segment because it is a perfect and accurate area for the firm. And targeted to the
females and individual who are having huge interest on consuming tea (de Oliveira Santini and
et.al., 2020). Whereas the company focusing towards the quality of the tea they are producing for
the customers and having a preference on it so that they can attract more consumers towards their
product and increase their market share and build their brand image.
Stakeholder Analysis-
To study the stakeholder analysis it is essential for a stakeholder to take interest in workflow of
the company as-
Keep satisfied- investors, customers
Manage closely- quality of the tea product so that the customers are satisfied with their brand
(Eskerod and Larsen, 2018)
Monitor- the work flow of the production
keep informed- to the employees or staff for any changes occurred in technologies.
Source: Stakeholder Analysis, 2020
Campaign strategy
A campaign is a pre organized, meaningful activity to develop a particular change the
campaign is lead by thoughtful plan. A campaigner uses to learn more regarding the existent
situations, the campaign problems negative or positive effected the commodity, they also inspect

and try to know what are the necessary changes that enhance the situation. Yorkshire Tea is
using campaign approach to achieve its objective in effective manner.
Reason or strategic goal of campaign
The campaign is made for improve the quality of a particular task so the Yorkshire Tea
has build its campaign strategies to increase its sales with 20 percentage by the end of 2021 this
objective of Yorkshire is achieved by developing its strategic marketing plan more effective as
the company is suffering a lot in the pandemic time. The campaign approach will help in leading
the objectives of Yorkshire to be achieved efficiently. As the Yorkshire Tea is try to make its
digital marketing uses to reach more and more customer fastly, and they have targeted to
attracted 30 percentage fresh customers in the three months of 2021. The campaign strategy will
make use of Yorkshire resource more effectively so that their will be no wastage of resources
and optimum utilization of resources. Yorkshire has another objective be aware its potential and
new customer for their new and regular product and services by the end of April 2021.
Marketing opportunities
Yorkshire is using digital marketing campaign to improve more in the market. As the
objective to perform digital marketing is to reach its targeted buyer's in a way that the cost in
minimize and measurable. The digital marketing campaign also lead to increase in online market
as well as its sells. Yorkshire is having different opportunities by using the campaign are :
Lower price : As the manager of Yorkshire has planned the digital marketing campaign, so they
know their targeted customer's so it leads to less investment to reach the customer's the campaign
help the organization to lower the price of its products as compared to its rivals in the market.
Global reach : As the digital market is very wide as it covers all the people across the world and
the Yorkshire Tea can easily do this with a website. This needs a simple investment to reach
worldwide customer's.
Improved conversion rate : The digital marketing Campaign help the customer's to easily make
their order with a single click with their smartphone. Unlike the different methods to sell the
products as people also have to go to physical store to buy the product.
Targeted audience
The targeting market of Yorkshire Tea are the women and the people who used to prefer
tea much as compared to others the company tries to influence those people only so that this lead
to fewer expenses in promotion and the target market also covered fully.

Campaign message Yorkshire Tea is trying to make aware to its potential and fresh customer's
for the product so that people get attracted and willing to buy the products. The digital marketing
campaign is leading Yorkshire Tea to utilize its scare resources more efficiently.
2.
Marketing and communication mix
Marketing is a function of business which involves research & development process,
product, distribution process, costing with this it also includes promotional and communication
practises. On the other hand communication refers to a process that help in promotion of the
Yorkshire products to the target customers of the company.
Marketing strategies is a long term forward-looking approach and overall game plan of
the organization. It contains the company's value proposition, brand messaging, data on target
customer demographics. The basic pillars of marketing strategies cover the four P's of marketing
which are as follows:
Product: The major product of the Yorkshire Tea includes, Yorkshire gold and tea
decaffeinated any more variety of goods with the best quality, design, packaging and many other
services are selling by the company and also products of the company are as per preference of
the consumers(Morgan, and et.al., 2019). Yorkshire Gold is the premium product of the company
which is specially produced for the requirements of high class people, and Yorkshire tea is
regular product of the company offer to all consumers with best taste and quality with attractive
packaging.
Price: pricing defines the value of the product which customers have to pay for the goods
they are purchasing. Pricing could shape overall profitability of the organization for future.
Those products which are of high quality i.e. Yorkshire gold are of high price(Arab, 2018). The
main goal of the company is to increase market share, so they are using penetration pricing
strategy. It helps the company to attract new customers by providing low prices to them. The
main reason for using this strategy is to capture market share, create brand equity, switch
customers from competitors and drive them out of the market.
Place: it is the location used by company for the product to be easily available to target
customers. Yorkshire's tea distributes its product through physical stores like super markets,
small shops and other retailers, wholesalers, and online platforms(Shengnan, and Nedelea,

2019). Company selling the products directly to get more personal feel of the market because it
interacts directly with the customers so company can easily adopt changes.
Promotion: It is the basic element of the marketing mix. The main aim of promotion is
to increase awareness, create interest and brand loyalty and generate sales. There are different
ways to promote a product with different media(Jang, and Cho, 2018). Yorkshire's tea is using
print media advertising, digital marketing, sales promotion, and many more strategy for the
promotion of tea. By using physical print media such as magazines, newspapers, pamphlets,
brochures to reach its customer's. And also company use digital platform such as social media,
email, websites, search engines for advertising their products.
RACE MODEL
This model is made to give a sorted side of marketing planning to Yorkshire Tea so that
the company can develop digital marketing which will meet the demand of reach and engaging
the digital audience to prompt its online as well as offline sells. The RACE stands for Reach,
Act, Convert and Engage by which the Yorkshire can engage its buyer in their life-cycle.
Reach : In this phase the Focus of the Yorkshire is to make aware regarding the products and
services that are produce by the company. The products are on website and social media sites. So
that people get to know regarding the product and services of the Yorkshire.
Act : the next phase is of acting on the ways which are to be used to reach the customer's. The
Yorkshire will develop its website so good that it will contain all the necessary information
regarding the products their headquarters and store with this the website all contain the history
and the process of production so that people get clear information regarding the product and the
company as well.
Convert : In this the Yorkshire is try to convert its reached audience to its customer's online as
well as offline stores. The Race Model is build on multi-channel, so they include offline and
online both platforms. Convert involve making payments for the goods of the company by its
customer's.
Engage : The engagement process include long time engagement of its customer's to develop a
future relationship the Yorkshire engage its customer's to be loyal so that they can repeatedly
purchase the goods from the Yorkshire. The social media and the website help to engage buyer
to do repeated sales and share the information content by website and social media.

With the help of RACE model the Yorkshire will reach its potential and new customer
with a digital marketing technology of website and social media. The audience has been convert
into its customer and take regular feedback of their sold product to engage the customer's for
future.

Budget assumption:
Budgets are prepared as a method of comparison when we determine the actual result to
budget prepared for the activities in financial year. Budget assumption for the Yorkshire are:
 Increase in sales by 20%, where the price is constant and results due to increase in
demand of the tea. While the demand of substitute product is also deceases due to other
factor other than price. Whereas, sales for this year would be around $10000
 The rent expenditure have been increased by $100 in this year as Yorkshire increase the
land capacity and total rent for current year is $1000.
 Sales expense are found at $200.
 Plant and Machinery expense have been assumed at $1500 for this year.
 Customer preferences have been increased by in winters for Tea which results in more
demand of Yorkshire Tea brand by 25% in current year which was 20% in previous year.
 Miscellaneous expense has been set at $250 for this current year.
 Interest charge has been assumed at $5000 for current financial year.

Budget assumption for this year in quarterly.
Quarter 1 Quarter 2 Quarter 3 Quarter 4
Plant and
Machinery
$375 $375 $400 $350
Rent
Expenditure
$250 $250 $250 $250
Sales expense $40 $40 $90 $30
Miscellaneous
expense
$62 $62 $63 $61
Interest charge $1250 $1250 $1250 $1250
Key performance Indicator.
KPI is used to measure the values that determine how effectively a company is
performing effectively to achieve the key objective of company. These are used at multiple level
in organization to elevate their performance of reaching target. It is an important factor for
company to track the performance indicators on all the level in company. Metrics is process to
measure the quantifiable that are used to track the specific process of company.
CONCLUSION
This report concludes that the business strategic is a combine group of activities and
moves that are used by Yorkshire to influences its buyer or customer's to buy more and also
help in compete. With the help of Marketing analysis the Yorkshire know its assessment with
looking towards size of a market. The porter's five force help to know its competitors and the
various other analysis to check its strength and weakness of Yorkshire. Digital marketing
Campaign strategy of Yorkshire help to know its targeted customer's and other analysis are done
to know various aspect of the company.

REFERENCES
Books and journals
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Morgan, N. A., and et.al., 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science. 47(1).pp.4-29.
SHENGNAN, Y. and Nedelea, A. M., 2019. ANALYSE LONDON TOURISM BY
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Resmini, A., 2017. Prufrock, Malbork, and Yorkshire Tea: a conversation on conversations.
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Perera, R., 2017. The PESTLE analysis. Nerdynaut.
Vlados, C., 2019. On a correlative and evolutionary SWOT analysis. Journal of Strategy and
Management.
de Oliveira Santini, F and et.al., 2020. Customer engagement in social media: a framework and
meta-analysis. Journal of the Academy of Marketing Science.48(6).
Eskerod, P. and Larsen, T., 2018. Advancing project stakeholder analysis by the concept
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