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Yorkshire Tea have a strategy to take market share from PG Tips and Tetley. To help with this strategy they use competitive pricing. Tea is price elastic therefore using competitive price enables YT to attract customers. To encourage customers purchase their prouct YT will ensure they continually add value to the product.

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Yorkshire Tea is part of Yorkshire life. They have tasting stalls at agricultural shows, sponsor community projects etc. They are active on Twittr and interacting directly with consumers, replying to tweats and posting tea based quizzes and games. Custoners can collect tokens to gain Yorkshire Tea Merchanise.

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Yorkhsire Tea is distributed through dierct and inderect channels in the UK. Product can be purchase through their website together with Yorkshire Tea merchendise. Primarily they sell through retialers (supermarkets) to consumers. Whilst the full range of products are avaialble in the main supermarkets. They also sell the main product (tea bags) in low cost supermarkets such as Lidl where prices are often disocunted 50% extra fee.

Offering the full range in major supermarkets meets cusotomer needs and is appropriate for the segmentation. Customers shopping there wil spend more on groceries and do require a large choice, they are more likely to have differnt needs from tea bags and tea leaves. Cusotmers in Lidl and Aldi etc are looking for "bargain" and accept that the supermarkts carry a limited choice.

Yorkshire Tea is also sold through agents in intenrational markets including Turkey. It can be purchased through smaller independent retialers in international markets. This opens up new markets for Yorkshire Tea and the potentail for new customers. It also meets the needs of ex pats looking for home comfort shopping.

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The standard black tea market is a tough place to create switching and growth. Growth was exactly what Yorkshire Tea needed to do. They needed to look beyond Yorkshire’s current fans to the ‘sleep shopping’ buyers of PG and Tetley. They created a new campaign based on the idea that Yorkshire Tea is a place ‘Where everything’s done proper’, and proved it by hiring some of Yorkshire’s most talented celebrities to perform jobs around the factory. The Brownlee Brothers became Yorkshire Tea’s new couriers, the Kaiser Chiefs performed their music live in reception and Sir Michael Parkinson was brought on board to interview new recruits.  This reenforced the "Yorkshire" brand image but widened the reach of the product through consumer association with well known celebrities.

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Yorkshire Tea Brand is built around Yorkshire. It capitalises on the "Yorkshire Grit" stereotype of hard working no nonsense people. It's tag line "Let's have a proper brew!" and "Do things proper"

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Product Life Cycle and extension strategy 

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Product Life Cycle and extension strategy 

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The traditional tea bag is in maturity, the extension strategies used by Yorkhshire Tea are promotional packs and advertising. They have started to develop unusual teas such as tea and toast and biscuit tea. These are in the growth and introduction stages of the PLC.

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Yorkshire Tea is a strong flavoured tea made in Harrogate, Yorkshire (up Notrth) It has a 20% share of the tea. It's closest competitior PG Tips has 18%.

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Marketing Strategies of Yorkshire Tea