Yorkshire Tea's Strategic Marketing: A Detailed Case Study

This case study delves into the strategic marketing initiatives of Yorkshire Tea, a UK-based black tea brand that achieved significant sales growth in a declining market. The analysis covers a market audit, competitor analysis (including PG Tips), and an examination of macro and micro factors influencing the company. It highlights Yorkshire Tea's successful advertising campaigns featuring celebrities, which reinforced its brand values and resonated with consumers. The report also touches on the company's commitment to quality, customer satisfaction, and stakeholder relationships, ultimately concluding that Yorkshire Tea's strategic approach has solidified its position as a leading tea brand in the UK. Desklib provides access to this and other solved assignments for students.

MG529 Strategic Marketing Yorkshire Tea

TABLE OF CONTENTS
• INTRODUCTION
• Market audit for Yorkshire tea company
• COMPETITORS ANALYSIS FOR YORKSHIRE TEA COMPANY
• Macro and micro factors analysation for Yorkshire tea company
• MARKETING STRATEGIES OF YORKSHIRE TEA COMPANY
• CONCLUSION
• REFERENCES

INTRODUCTION
• Yorkshire tea is a UK based tea company which is
specialized in black tea production since 1977. It is
produced by Betty's and Taylor's Group.
• The company is known for its traditional black tea
which is popularized of producing eight different
tea blends.
• This report will illustrate the market audit of
Yorkshire Tea along with it pastel and porter five
analysation.

Market audit for Yorkshire tea company
• The Yorkshire tea company made so many changes in its strategies and production
quality when the company was placed on third position in 2015. The locals were
hardly interested in drinking the tea produced by the company as they were
satisfied with the other tea brands produced in the region.
• The company made creative changes in its advertising plan to make people aware
about the extra efforts the company is putting by visiting the tea plantations and
trying over 1000 cups of brew to give the best variety of tea to their customers.
• The current activity of the company to display the manufacturing detail about the
tea was not at all helpful retain the customers as they hardly cared about the
process.

Analysation of market size and trend data for Yorkshire tea
company
• The tea company faced sudden downfall in the
growth rate.
• To improve in its strategies to regulate the growth
of the company there was a main urge to
implement the changes.
• In 2019 the Yorkshire company contributed 28%
of the market share beating its competitors PG tips
which only shared 18% thus making it the largest
producer of black tea in UK besides selling other
products like cookies, cakes, biscuits, water and
soft drinks.

COMPETITORS ANALYSIS FOR YORKSHIRE
TEA COMPANY
• Competitive rivalry
• The company being the most leading producer of traditional black tea in UK still
has to track its growth rate. Various competitors like PG tips from UNILEVER
also holds many customers in the market.
• The pricing and production rates of the company are two main factors that should
be kept in mind to not make the products too expensive for the customer's.
• Bargaining power of the customers
• The customers have so many options to choose from the different brands of the tea
making company. They have option to choose from brands that sells the tea at
much cheaper rates as compared to the Yorkshire company

Macro and micro factors analysation for
Yorkshire tea company
• Lipton's tea brand the competitor of the
Yorkshire tea company has made the best
use of sustainability by which their sales
have increased.
• The new trade policies within some
countries have made it hard for the
company to continue its trade among 35
different countries following the post lock-
down situation.

Customer and stakeholder analysis
• Customer analysis
• To meet the customers the Yorkshire has always kept it a main priority
to provide the best quality tea and brew to people by keeping the prices
low.
• Stakeholder Analysis
• The Yorkshire tea company is owned by Bettys and Taylor's group
which is Yorkshire based family. The family holds different brands
which are Taylor's of Harrogate and Yorkshire is one of them.

MARKETING STRATEGIES OF YORKSHIRE
TEA COMPANY
• To make the tea company more famous
among its customers and make them aware
about the main objective 'Where everything's
done proper' of the Yorkshire company.
• The company made use of more creative
advertising by the celebrities of Yorkshire
like the Brown lee Brothers become the new
couriers and many other celebrities were seen
doing job at the headquarters of the Yorkshire
which attracted more.

CONCLUSION
• From the above report it can be concluded that Yorkshire tea company has become
the most famous tea producing brand in UK due to its product quality and best
policies it has adopted to fulfil the needs of the customers.

REFERENCES
• Besky, S., 2020. Tasting qualities: the past and future of tea(Vol. 5). University of
California Press.
• Jones, P. and Comfort, D., 2020. A commentary on the United Kingdom's leading
food retailers' resilience plans in the face of climate change. Journal of Public
Affairs. 20(2). p.e2047.
• Lin, X. and Sun, D.W., 2020. Recent developments in vibrational spectroscopic
techniques for tea quality and safety analyses. Trends in Food Science &
Technology. 104. pp.163-176