MG529 Strategic Marketing: Yorkshire Tea Campaign Report, 2021-22

This report presents a strategic marketing plan for Yorkshire Tea, encompassing a detailed market analysis, including competitor analysis, and the identification of macro and microeconomic forces impacting the organization. It also provides an in-depth customer and stakeholder analysis. The report outlines a comprehensive campaign strategy, including strategic goals, market opportunities, and target audience identification. It further details the implementation tactics using the RACE model, along with a marketing roll-out plan. The report includes budget assumptions and concludes with recommendations for the Yorkshire Tea brand, offering a complete overview of the strategic marketing process and its application to the brand.

MG529 Strategic
Marketing Yorkshire Tea

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
Market Analysis...........................................................................................................................4
Competitors analysis ...................................................................................................................4
Macro & Micro economic forces affecting the organisation.......................................................5
Customer analysis........................................................................................................................5
Stakeholder analysis.....................................................................................................................6
Campaign Strategy:......................................................................................................................6
Strategy implementation tactics:..................................................................................................7
Marketing roll-out plan:...............................................................................................................8
Documenting the Budget Assumptions-......................................................................................9
Recommendations:.......................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the process of promoting and advertising the business and a particular product and
service from where they can be able to create an awareness among the market people and
community which will help the business to grow and develop effectively. The present report will
illustrate the concept of strategic marketing process which is the important source and activity
which should be considered by the organisation and business to adopt and implement the
strategic theories and models of the marketing which will increase the consumer scale and selling
of the products and services (Torres P, Hernández-Álvarez, and et.al., 2019). It will include the
market analysis, campaign strategy and marketing roll out plan which will also contain the Gant
chart to provide the information and details in definite manner.
MAIN BODY
Market Analysis
Market analysis defines as an assessment of a market within a particular industry and
organisation which will help the company to reduce the risk for the business and can increase the
promotional strategy and can take a better decision in regard to business growth and
development. However, the market analysis includes the different factors such as market size,
competitor analysis, macro and micro economic factor which impacts the organisation, customer
analysis and a stakeholders analysis which will help the company to understand the market
effectively. Thus, the product Yorkshire Tea which is produced in 1977 where basically it is a
traditional black tea brand and very popular in the today market field. Thus, the company
Yorkshire Tea Blender Limited has to analyse and evaluate the market and should implement the
strategic marketing planning which will provide the effective results and outcome to the
organisation (Melović, Cirović, Backovic-Vulić, and et.al., 2020). It is important to understand
the market size of the particular product of the company where this tea product is commonly for
18-35 group of age of people which freshen up their mind and enable them to develop and create
the ideologies. The Yorkshire tea is basically delivered in United Kingdom where 28% of the
traditional black tea in the market and approx 7 million people used Yorkshire tea.

Competitors analysis
Competitor analysis is the process of identifying and assessing the competitive company or an
organisation which is providing the threat and decrease the opportunity of the Yorkshire tea in
the market. Thus, the Tetley is also a beverage or a tea which is also manufactured and
headquartered in UK where it is the tough competition for the Yorkshire tea (Itoh, Miyazaki, and
Satake, 2021). These both companies or beverage organisation have its different pricing strategy,
marketing process, brand awareness and other procedures where the Yorkshire company has to
keep their focus on the competitive company as well form where they can modify and bring the
innovative thing in the market which can make the Yorkshire company to look different unique.
Thus, the company Yorkshire Tea do not deliver their products in different countries where the
Tetley Company is marketing in worldwide where the Yorkshire company has to innovate their
marketing process effectively. The prices of the Yorkshire Tea are affordable where the Tetley is
quite higher in prices which make the company to acquire the low benefit than the Yorkshire.
Macro & Micro economic forces affecting the organisation
The company Yorkshire has can have the major impact on the organisation due to macro and
micro forces which includes customer, employee, competitors, media and the macro factors
includes economic growth rates, interest rates, inflation and such more. These both factors and
forces are the major cons which can affect the organisation in wider manner.
Micro Economic
Customer: It is very normal that the company is required to attract the customers at the
organisation where they are the major and key player of any business growth and development.
If the customer are not successfully coming and by using the products it will put the direct
impact on the business growth and revenue system.
Employee: Workers and employee are the people who are contributing their efforts and talent in
working process and leading the Yorkshire company to grow and develop effectively where the
unavailability of the employee with direct affect the operation system of the organisation and
leads them to obtain higher loses (Caroleo, Rocca, Mazzocchi and Quintano, 2020).
Distribution channels: Sourcing of the goods and services is the important thing where the
mentioned company can get impacted if the manufactures and sellers do not able to operate and
deliver the products and raw materials in efficient manner.
Macro Economic

Inflation: Inflation affects the business success where the increasing of the prices of goods, the
national ability of the goods decrease at the same rate where it causes the company in wider
manner.
Unemployment: The unemployment directly affects the business growth where the company do
not able to find out the candidates as per their needs and requirements from where the purchasing
of the goods decreases and provides the lower productivity.
Customer analysis
It is the crucial part of the marketing plan where it is important to identify the target market
people, customer needs and their desires so that the organisation can innovate and deliver the
needs and desires of the customers (Farmaciawaty, Basri, Rachmania and et.al., 2020). However,
the Yorkshire tea is for 18-35 age of people where it provides the satisfaction to them as it fresh
up the mind of the consumers and enables them to think and innovate accordingly.
Stakeholder analysis
Stakeholder analysis simply refers where the company is required to keep their focus on the
stakeholder of the company and identify, assess and prioritising the employee who will be able to
lead the project in definite manner (Okan, Elmadag and İdemen, 2020). There are basically three
stages which should be covered by the mentioned company where at first they have to identify
the suitable stakeholder for their company, secondly they have to understand and asses the
importance of that stakeholder and lastly how it is best to engage with the stakeholder from
where the company can be able to achieve the set goals and targets.
Campaign Strategy:
Reason for the campaign and strategic goals of the campaign-
It is very important for the Yorkshire Tea brand to research the market as this will help
them in making the improvement if required. The main reasons for the marketing campaign is to
promote the new products and the services of the organization, to increase the awareness of the
brand, to collect and the feedbacks and the reviews from the customers and the most important is
to generate more number of the revenue (Dolnicar, Grün and Leisch, 2018). This will help the
Yorkshire Tea to boosts the engagement of the user as well as help them in advertising the
upcoming events of the company. The main goals of this campaign is to make the products and
the services reach to the customers and increase the revenue of the company.
Market opportunity-

This is the newly identified need which is very necessary for the company to grow its
business. The Yorkshire Tea studying the market will help them in acquiring as well as grabbing
the opportunities for achieving the competitiveness in the highly competitive market. The biggest
opportunity for the Yorkshire company is that the quality of the tea the company is offering to
the customers and the company is dealing its products at very fair trade as well as has the online
business as well (Günthner and et.al., 2021).
Target Audience-
The target audience are the customers of the company for which the company is
producing the products and the services by keeping them in the mind. The target audience can be
referred to as specific group of the consumers which are most attractive and likely to buy the
products and the services. The Yorkshire Tea company is using the demographic targeting as
there main target audience is the people of the age group between 18 and 35 years of both male
and female.
General campaign messaging-
The campaign messages can be defined as the having the clear message stating the
problem as well as the proposed solution of the problem. These are the key points of the
information which is much important to make reach towards the audience to hear, remember as
well as understand. This helps the company to represent how the brans is communicating to the
customers as well as highlighting the values of its products and services. Yorkshire Tea company
is effectively as the highlights of the campaign are 68,000 times the advertisements were shared
on the social media, 36 news covered the story and many more.
Strategy implementation tactics:
RACE Model-
RACE Model can be referred to as the model which can be used by the companies to
develop the strategic PR plan. The RACE stands for the Reach, Act, Convert as well as engage.
This framework helps the company to manage as well as improve the digital marketing results of
the company. This model helps in covering the overall customer life-cycle and the marketing
funnel (Al Janahi, 2019).
This model framework will help the Yorkshire Tea company to improve as well as manage the
digital marketing activities campaign. There are many tactic available for this but RACE Model

provides the definite structure which helps the company to review as well as prioritize the
options.
The R of RACE model is reach which helps the company to reach the target audience of the
company through blogs, social media, search engines as well as the publishers. This is also
known as the inbound marketing as this includes the Smart Search engine optimization (SEO),
Social media marketing, Public relations and many more.
The A of RACE model framework stands for the Act as acting on the strategy through the
websites, interactive tools as well as the community by the smart forms, email marketing, live
sales calls, newsletters, drip marketing and many more (Chaffey, 2020).
C stands for the Convert as this leads to the sales when the effective e-commerce process,
product, price, sales pitch as well as the promotion. When the RACE model is effectively used
by the company as the marketing strategy, will lead to have a large effect on the conversion rate.
This includes the A/B testing, lead gathering, website audits as well as the conversion rate
optimization practices for the overall digital media.
The E of the RACE model stands for Engage which means engaging with all the parties via
content marketing by building the loyalty among the customers as well as improvements among
the public relations. The main aim of engagement is to gather and take the attention as well as
the interacting with the users in the effective way which triggers the emotions of the customers.
This involves blog marketing, video marketing, white papers and many more.
Yorkshire Tea company using this digital marketing strategy will help them in improving the
digital marketing activities and by this they will be able to reach the target audience effectively.
This will generate the large number of the revenue for the overall organization.
Marketing roll-out plan:
Marketing roll-out plan can be defined as the strategy which is used by the company to introduce
the new products in the market to the public or the customers (Chernev,2018). The Yorkshire
Tea company suing these steps will help them in effectively in launching the new products are
such as-
Setting the marketing goals- The company must ensure setting the realistic as well as the
measurable goals for achieving it over the next 18 to 24 months. This time period enables the
company to plan the activities for the marketing goals.

Conducting marketing audit- This is the process of reviewing the overall activities related to the
marketing which have been practised by the company in the past three years. The company must
evaluate all such as advertisements, brochures, seminars and many more.
Conducting market research- The main aim of conducting the market research is to outline the
realistic picture of the practices used by the organizations. This helps the company in accurately
projecting the future growth of the company, identification of the competitive factors.
Analysing the research performed- This is the step of analysing the raw data which has been
collected as well as summarized. This will help the company in forming the effective strategies
for achieving the positive results in the future (Jaworski, Kohli and Sarin, 2020).
Identifying the target audience- The target audience of the company are the customers for which
the company is producing the products and services by keeping them in the mind. This helps the
organization to focus on the particular sector of the large number of the consumers. The target
audience can be according to the age, gender, location, language of the people.
Determining the budget- After deciding the marketing strategies, it is important to determine the
budget for implementing them and achieving the goals and the objectives effectively. The budget
can be varied as it is depended on the type of the market.
Developing marketing strategies- The budget has been determined the next step is to define the
specific strategies of the marketing which will help in addressing the goals and reaching the
target audience of the company.
Evaluating the strategies: After the implementation process it is very important to check the
progress of the strategies which has been formulated by the company. This will help the
company to improve the overall performance and maintain the discipline (Miller, 2018).
Using this marketing roll out plan, the Yorkshire Tea company will be able to launch the
new products and will be able to effectively reach the target audience.

Documenting the Budget Assumptions-
The budget assumptions are the expectations that is the expected or the presumed income as well
as the expenses. Making the reasonable assumptions help the planning the purposes of the
creating the budget.

Expected Income- When the budget is created by the company, the income of the company
provides the source for performing all the financial activities of the company. The company
makes the assumptions of the income on the basis of the level of sales of products and the
services (Deepak and Jeyakumar, 2019).
Expected Expenses- The expenses which are paid from the budget are considered as the
assumptions. The company's budget, the assumptions of the expenses are the cost of the raw
material which are needed by the company for the creation of the products.
Recommendations:
Social Media platform: This is the most effective method of reaching to the audience because
the trends of the consumers has been changed. The consumers are spending much time on the
social media.
Using effective models for improvement: The Yorkshire Tea Company can use effective models
for the improvements as well as the management of the digital activities of marketing as this will
enable the companies to conduct the marketing digitally in the highly digital environment.
CONCLUSION
From the above report it can be concluded that it is very important for the organization to
improve and use the digital marketing activities to reach the audience. This report has illustrated
the overall market analysis as well as the strategic campaign for the digital activities. Along with
this, it has also discussed the marketing roll out plan and the budget assumptions.

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